Abstract
In order to evaluate the micro-blog marketing effect of the 5A Scenic Spots in China scientifically and provide some constructive suggestions, the thesis establishes a kind of evaluation index system on the basis of the user coverage, micro-blog active degree, and the propagation force. With Sina micro-blog as a platform, we select the officially certificated micro-blogs of 74 5A Scenic Spots as data sources, and collect the related data. Using the principal component analysis (PCA), we find out the four principal factors which have great influences on the micro-blog marketing of scenic spots, i.e., the customers' attention to the resort, the scenic spots' emphasis on the micro-blog, the interaction between scenic spots and their fans, and the innovation degrees of scenic spots. Through analysis, the thesis classifies the official micro-blogs of these scenic spots: type I (wonderful), type II (fine), type III (ordinary), type IV (poor). The thesis also evaluates the basic situation of the 5A Scenic Spots in China and the shortcomings in micro-blogs' operation.
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