随着文化与旅游深度融合的发展,“汉服热”作为新兴业态受到社会和行业广泛关注。通过收集微博、抖音两大社交媒体平台游客对于洛阳汉服旅游的帖子文案,采用文本分析法借助ROST CM 6软件进行高频词、语义网络、情感分析挖掘游客对洛阳汉服旅游形象感知。结果表明,游客对于洛阳汉服旅游的整体形象感知以积极情绪为主,但仍存在一些消极情绪。最后基于符号互动理论,从汉服文化符号互动、汉服消费、汉服文化体验等多维度提出具体可行的建议,以期推动洛阳汉服文旅融合的深度发展。
老挝作为东南亚一个拥有丰富自然风光和深厚文化底蕴的旅游目的地,近年来逐渐重视通过社交媒体平台进行旅游推广。然而,老挝的社交媒体营销仍处于起步阶段,存在诸多问题,限制了其在国际市场中的品牌影响力和吸引力。基于此,本文通过分析老挝社交媒体营销的现状,发现了其中的关键性问题,并提出了针对性的改进策略,包括巩固品牌定位、多样化内容创作、整合多平台营销、增强用户互动、利用影响者营销及社交媒体广告推广等。通过这些改进措施,期望能够提升老挝旅游的国际竞争力和市场影响力,推动其旅游业的可持续发展。Laos, as a tourist destination in Southeast Asia with rich natural landscapes and deep cultural heritage, has increasingly recognized the importance of promoting tourism through social media platforms in recent years. However, social media marketing in Laos is still in its early stages, facing numerous challenges that limit its brand influence and attractiveness in the international market. Based on this, this paper analyzes the current state of social media marketing in Laos, identifies key issues, and proposes targeted improvement strategies. These strategies include strengthening brand positioning, diversifying content creation, integrating multi-platform marketing, enhancing user engagement, leveraging influencer marketing, and utilizing social media advertising. By implementing these measures, it is hoped that the international competitiveness and market impact of Laos’ tourism can be improved, thereby promoting the sustainable development of its tourism industry.
