On January 25, 2022, the cultural tourism industry index laboratory released the new media communication power index report of national 5A scenic spots in December 2021. China’s China 5A tiktok’s public communication force and the new media dissemination index of the Chinese public opinion survey Laboratory of the Chinese Academy of social sciences were comprehensively evaluated on the basis of the national WeChat official account of the national 5A scenic spot. The comprehensive communication force of the new media in the national 5A scenic spot in December 2021 was ranked as follows: the the Imperial Palace Museum, the Yuntai Mountain scenic spot, the Changlong tourist resort, the Hengdian Entertainment Co.Ltd(603103) city scenic area, and the Laojun Mountain scenic spot. Wugong Mountain scenic spot, Longmen Grottoes scenic spot, Wuzhen scenic spot, Wuhu Fangte, Shenzhen happy valley.
The cultural tourism industry index laboratory is an interdisciplinary and innovative research platform for culture, tourism, communication, economy, society and other fields. It is jointly established by China Tourism newspaper, China public opinion survey Laboratory of the Chinese Academy of Social Sciences and other units. The research on the transmission force index of culture and tourism new media is led by the Wen Lau industry index laboratory, and joint media such as jitter, Qing Bo intelligence, questionnaire network and other big media alliance tiktok members are implementing jointly. The national 5A scenic spot new media transmission force index (December 2021) list includes 4 tiktok: the comprehensive transmission force index, WeChat transmission force index, micro-blog transmission force index and the trill force transmission index.
Table 1 list of new media communication power index of national 5A scenic spots in December 2021
I. comprehensive communication power index
As of December 31, 2021, there are 306 5A scenic spots in China. From the perspective of the regional distribution of 5A scenic spots in China, Jiangsu Province has the largest number of scenic spots, with a total of 25. The other provinces that rank among the top 5A scenic spots are Zhejiang (19), Sichuan (15), Henan (15), Guangdong (15) and Xinjiang (16). The number of 5A scenic spots in Shanghai, Qinghai, Ningxia and Tianjin is relatively small.
The evaluation dimensions of the comprehensive communication force of 5A scenic spots are composed of three tiktok indicators, namely, WeChat’s transmission power, micro-blog’s communication power and the ability of shaking the voice. The weight is composed of: WeChat’s transmission power 40%, micro-blog’s communication power 30%, and tiktok transmission power 30%.
Figure 1 weight of first-class index of new media comprehensive communication power in 5A scenic spot
Based on the comprehensive evaluation of the WeChat official account of the national 5A scenic area, the official Sina micro-blog and the network media transmission force, the comprehensive communication force of the new media in 5A scenic spot in December 2021 is TOP10: the the Imperial Palace Museum, the Yuntai Mountain scenic spot, the Changlong tourism resort, the Hengdian Entertainment Co.Ltd(603103) city scenic area, the Laojun Mountain scenic area, the Wugong Mountain scenic area, the Longmen Grottoes scenic spot, the Wuzhen scenic spot, Wuhu Fangte, Shenzhen happy valley.
Figure 2 5A scenic spot comprehensive propagation index TOP10
II. Wechat communication power index
The evaluation dimensions of WeChat public official account index (WCI) in 5A scenic area include four aspects: overall communication power, average transmission power, headline transmission power and peak propagation power. The weights of these four indicators are: overall communication power of 30%, average communication power of 30%, headline communication power of 30% and peak communication power of 10%.
From the December 2021 5A scenic area WeChat official account, TOP10 is: Micro the Imperial Palace, Datang Furong garden, Mount Putuo, Mount Sanqingshan tourism, Qingchengshan Dujiangyan, Laojun Mountain scenic area, Laojun Mountain Ruins Park, Shenzhen, Yuntai Mountain scenic area, Taierzhuang ancient city.
Figure 3 top 10 wechat communication power index of 5A scenic spot
In December, the total number of official wechat readings in 25 5A scenic spots exceeded 100000 + times, and the highest reading volume was Datang Furong garden, with 513000 + times, a decrease of 17077 times compared with November; The Yuanmingyuan Ruins Park ranked second in the total reading volume, with 385000 + times, 40000 + times less than that in November. The top 10 readers also include Dujiangyan of Qingcheng Mountain, Yuntai Mountain scenic spot, micro Forbidden City, Shenzhen happy valley, Sanqing mountain tourism, Putuo Mountain, Wugong Mountain and Wuhan East Lake.
Figure 4 total number of reading T0P10 WeChat official account (unit: Wan +)
In December, the most official account of all the WeChat public numbers was the Mount Wutai administrative committee, with 227 articles. There are more than 100 information releases, including Lushan release, Changbai Mountain Tourism Co.Ltd(603099) release, Zhangye colorful Danxia scenic spot, Fuzhou ancient house and Liuding mountain cultural tourism area.
Figure 5 release quantity T0P10 WeChat official account
The ancient city of Taierzhuang has the most praise times, with 40002 times. The top ten are Hongdong pagoda tree, Wugong Mountain, Yuanmingyuan Ruins Park, micro Forbidden City, Sanqing mountain tourism, Dujiangyan of Qingcheng Mountain, Mount Tai scenic spot, Changbai Mountain Tourism Co.Ltd(603099) release and Nanjing Zhongshan scenic spot.
Figure 6 points total T0P10 WeChat official account
III. microblog communication power index
Microblog communication index (BCI) reflects the communication ability and communication effect of the account through the activity and communication degree of microblog. In terms of weight, activity accounts for 20% and communication accounts for 80%. Among them, the measurement indicators of activity include the number of blogs and the number of original microblogs; The measurement indicators of communication include: number of forwarding, number of comments, number of forwarding of original microblog, number of comments and likes of original microblog.
Among the national 5A scenic spots, 76.8% opened microblogs. From the number of fans, only the Palace Museum has more than 10 million, with 10.205 million + fans; More than 2 million are Shilin scenic spot (2.422 million +) and Laoshan Scenic Spot official microblog (2.012 million +); There are Jiuzhaigou Administration Bureau, Jiangxi Longhu Mountain scenic spot, Wudalianchi scenic spot, Chengde summer resort official microblog and Huashan Scenic spot.
From the perspective of the official microblog communication power of 5A scenic spot in December 2021, the top 10 are: Hengdian Entertainment Co.Ltd(603103) City, the Forbidden City Museum, Guangzhou Changlong, Shenzhen Window of the world, the official of World Heritage Yungang Grottoes, Yuntai Mountain, Longmen Grottoes, Wuhu Fangte, Wuzhen tourism and Jiangxi Longhu Mountain scenic area.
Figure 7 top 10 microblog communication power index of 5A scenic spot
In December 2021, the Management Committee of Kanas Scenic Spot posted the most information on the microblog of 5A scenic spot, releasing 716 messages; The second is Tengchong, which released 421 pieces of information; The third is the demarcation island of Hainan, releasing 374 pieces of information.
Figure 8 top 10 microblog information released by 5A scenic spot
In the top 10 list of comprehensive influence, Wuhu Fangte released the most information in total, with a total of 279 pieces of information released in December.
Figure 9 statistics on the number of information released by Weibo communication power index TOP10 in 5A scenic spot
In the top 10 list of Weibo communication power index of 5A scenic spots, the most frequently forwarded blog information is Hengdian Entertainment Co.Ltd(603103) City, with 28110 times, followed by Shenzhen Window of the world, with 10112 times.
Figure 10 statistics of information forwarding quantity of Weibo communication power index TOP10 in 5A scenic spot
In the top 10 list of Weibo communication power index of 5A scenic spots, the top three comments are Hengdian Entertainment Co.Ltd(603103) City, Shenzhen Window of the world and the Palace Museum, 13104 times, 7749 times and 7151 times respectively.
Figure 11 statistics of top 10 comments on Weibo communication power index of 5A scenic spot
In the top 10 list of Weibo communication power index of 5A scenic spots, the top three total likes are Hengdian Entertainment Co.Ltd(603103) City, the Palace Museum and Guangzhou Chimelong, 61481 times, 56214 times and 28069 times respectively.
Figure 12 statistics of the number of likes of the top 10 microblog communication power index of 5A scenic spot
four, tiktok transmission index
From the performance of the 5A in December 2021, the TOP10 is located in the Laojun Mountain scenic spot, the ancient city of Henan, the Hunan Zhang Jia Jie Tourism Group Co.Ltd(000430) Tianmenshan Mountain, Henan Yuntai Mountain scenic spot, Pingxiang Wugong Mountain scenic area, Qingming Shanghe garden, tiktok lung, Longmen Grottoes, Pingxiang flagship store, and beautiful West Lake.
Fig. 13 the 5A TOP10 index of transmission in TikTok Scenic Area
In December 2021, the tiktok transmission force index TOP10 of 5A scenic spot was the most beautiful one in West Lake. The number of videos was 65, followed by the Yuntai Mountain scenic spot in Henan, and 55 videos were released.
In December, the Laojunshan scenic spot in Henan Province received the largest number of likes in the top 10 list, with 1122000 + times, an increase of 930000 + times over November; The official tiktok of the TOP10 list is 8 times more than 100 thousand times, and the least is the Wugong Mountain scenic spot in Pingxiang, 63977 times.
Laojunshan scenic spot in Henan Province was the most forwarded video information, with 47.1w + times, an increase of 430000 + times over November; Kashgar ancient city scenic spot ranked second, 52411 times.
Laojunshan scenic spot in Henan Province has the largest number of comments, with 19.4w + articles; There are more than 10000 in Hunan Zhang Jia Jie Tourism Group Co.Ltd(000430) Tianmen Mountain scenic spot and Kashgar ancient city scenic spot.
Table December 22021 national 5A scenic tiktok TOP10 main data
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