Research On The Satisfaction Of Tourism Wechat Marketing Based On Principal Component Analysis

WeChat is a mobile instant text and voice messaging communication service and has become an important social media platform in China. From the perspective of the user perception, this paper constructs a evaluation index system of Satisfaction of tourism WeChat marketing. Access to relevant data through questionnaires, paper uses principal component analysis to extract seven main components: interactivity, information quality, responsiveness, availability, tangibility, reliability, and tourism characteristics, and thus build evaluation model of the Satisfaction of tourism WeChat marketing. Based on this, the empirical analysis is carried out taking WeChat public account: HebeiTourism (Hebei province tourism administration WeChat public accounts) as an example. The results show that the Satisfaction of tourism WeChat marketing in Hebei province is in the middle level, and it should further improve the interactivity and responsiveness.