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政务新媒体作为政府与公众沟通的重要桥梁，在推动旅游发展方面扮演着越来越关键的角色。文章基于2006—2022年276个地级市的面板数据，构建双重差分模型研究文旅官微建设对城市旅游人数和旅游收入的影响。研究发现:(1)文旅官微建设对城市旅游人数和收入具有显著的促进作用，且通过一系列稳健性检验;(2)文旅官微可通过提升市场活力促进旅游人数和收入的增加;(3)交通基础设施提升能够强化文旅官微对旅游人数和收入的促进作用;(4)在旅游资源禀赋高的地区，文旅官微对旅游人数和收入具有更强的促进作用;(5)文旅官微的传播能力越强，发帖互动程度越高，其对旅游人数和收入的促进作用就越显著。研究结论揭示了文旅官微对城市旅游发展的促进作用及其影响机制，为政府优化文旅官微运营提供了科学依据，也为旅游资源开发与利用提供了新的视角。
Abstract：As an important bridge for communication between the government and the public,government new media has been playing an increasingly crucial role in promoting tourism development. Based on the panel data of 276 prefecture-level cities from 2006 to 2022,this paper constructs a difference-in-differences model to study the impact of the construction of cultural and tourism official Weibo accounts on the number of tourists and tourism revenue. The research findings are as follows:( 1) The construction of cultural and tourism official Weibo accounts has a significant promoting effect on the number of tourists and tourism revenue in cities,and this conclusion has passed a series of robustness tests.( 2) Cultural and tourism official Weibo accounts can promote the increase in the number of tourists and tourism revenue by enhancing market vitality.( 3) The improvement of transportation infrastructure can strengthen the promoting effect of cultural and tourism official Weibo accounts on the number of tourists and tourism revenue.( 4) For regions with rich tourism resources,the promoting effect of cultural and tourism official Weibo accounts on the number of tourists and tourism revenue is stronger.( 5) The stronger the dissemination ability of cultural and tourism official Weibo accounts and the higher the degree of interaction in posting,the more significant the promoting effect on the number of tourists and tourism revenue. The research conclusions reveal the promoting effect of cultural and tourism official Weibo accounts on urban tourism development and its influencing mechanism,providing a scientific basis for the government to optimize the operation of cultural and tourism official Weibo accounts and offering a new perspective for the development and utilization of tourism resources.
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(1)受篇幅限制，稳健性检验中的安慰剂检验、PSM-DID方法、替换解释变量、删除直辖市和剔除特殊事件结果未予展示，备索。
(1)受篇幅限制，内生性检验结果未予展示，备索。
基本信息:
中图分类号:F592;D63;G206
引用信息:
[1]明翠琴,彭宏亮.政务新媒体促进城市旅游发展——来自文旅部门微博的证据[J].消费经济,2026,42(01):36-49.
基金信息:
国家社会科学基金青年项目“‘双碳’目标下成渝地区双城经济圈绿色治理的机制及实现路径研究”(22CGL060); 西南交通大学廉政与治理研究中心年度项目“深化监察体制改革下基层监察委员会反腐败职能履行研究”(XJLZ21L05)
2025-07-23
2025-07-23
2025-07-23