基于百度指数的省域旅游形象口号网络关注度时空特征研究
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摘要
以百度指数作为数据来源,运用变异系数、基尼系数等统计分析方法和全局自相关空间分析方法,对中国8个省的省域旅游形象口号网络关注度的时空特征进行研究。结果显示:在年变化特征上,关注度总体呈降低趋势,特别是推出时间较早的形象口号;整体月变化曲线呈双"M"形,特殊事件对关注度的影响非常显著,网络关注度的高峰、低谷与国内旅游活动的季节性差异具有同步性;关注度月变异系数整体多呈波动降低趋势,各月份间的网络关注度差异在变小;周变化曲线呈倒斜"一"型,网络关注度平时较高,周末较低。在空间特征上,省域旅游形象口号网络关注度较高的区域是本省(市)、东部经济发达地区和邻近省(市),关注度高的区域与旅游客源地具有重合性,关注度的省际基尼系数与莫兰指数的结果具有共同性。最后从省域旅游形象口号的设计、宣传方式和目的地营销这3个方面给出了建议。
The slogan of tourism image is the incisive expression of the concept of tourism destination. Research data based on baidu index,by using the statistical analysis methods, coefficient of variation, Gini coefficient and spatial analysis method of global auto-correlation, this paper studies the spatial and temporal characteristics of the network attention of tourism image slogans of eight provinces in China, Research findings show that: In terms of the characteristics of the annual change, the tourism image of the province in general shows a downward trend, especially the image slogan of earlier launch time. The whole monthly variation exhibit a double M-shaped curve.The impact of special events on attention is very significant. The seasonal differences between the peak and trough of online attention and domestic tourism activities are synchronized. The monthly variation coefficient of attention shows a trend of fluctuation and decrease, and the difference of network attention among the months decreases. The weekly variation curve shows an inverted "一" pattern. The network attention is higher on weekdays and lower on weekends. In terms of spatial characteristics, the regions with higher attention on the network of provincial tourism image slogans are mainly local provinces, neighboring provinces and economically developed eastern areas, where tourist sources and destinations coincide with each other. The results of the inter-provincial Gini coefficient and Moran index of attention are in common.Finally, suggestions are given from the three aspects of design, propaganda and destination marketing of provincial tourism image slogans.
The slogan of tourism image is the incisive expression of the concept of tourism destination. Research data based on baidu index,by using the statistical analysis methods, coefficient of variation, Gini coefficient and spatial analysis method of global auto-correlation, this paper studies the spatial and temporal characteristics of the network attention of tourism image slogans of eight provinces in China, Research findings show that: In terms of the characteristics of the annual change, the tourism image of the province in general shows a downward trend, especially the image slogan of earlier launch time. The whole monthly variation exhibit a double M-shaped curve.The impact of special events on attention is very significant. The seasonal differences between the peak and trough of online attention and domestic tourism activities are synchronized. The monthly variation coefficient of attention shows a trend of fluctuation and decrease, and the difference of network attention among the months decreases. The weekly variation curve shows an inverted "一" pattern. The network attention is higher on weekdays and lower on weekends. In terms of spatial characteristics, the regions with higher attention on the network of provincial tourism image slogans are mainly local provinces, neighboring provinces and economically developed eastern areas, where tourist sources and destinations coincide with each other. The results of the inter-provincial Gini coefficient and Moran index of attention are in common.Finally, suggestions are given from the three aspects of design, propaganda and destination marketing of provincial tourism image slogans.
引文
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[7] 江金波,赫瑞娜.基于结构方程模型的城市旅游形象影响路径研究——以西安市为例[J].人文地理,2015,30(3):130-136.
[8] 刘智兴,马耀峰,李森,等.基于游客感知——认知的北京市旅游形象影响因素评价研究[J].干旱区资源与环境,2015,29(3):203-208.
[9] 史坤博,杨永春.大陆大学生在台湾的旅游动机及旅游形象感知评价[J].资源科学,2015,37(3): 593-604.
[10] 王媛,许鑫,冯学钢,等. 基于文本挖掘的古镇旅游形象感知研究——以朱家角为例[J].旅游科学,2013,27(5):86-95.
[11] 程金龙.城市旅游形象感知的机理研究[J].人文地理,2011,26(3):142-146.
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[13] 苗雅杰,吕帅.区域旅游形象口号类型及其影响因素分析[J].旅游论坛,2010,3(3):314-318.
[14] 蒋锐.旅游形象广告:现状与思考[J].传媒,2015(3):69-71.
[15] 李蕾蕾.旅游目的地形象口号的公众征集:误区与思考[J].桂林旅游高等专科学校学报,2003(4):43-47.
[16] 谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理, 2010(3):134-138.
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[18] Cakmak E, Isaac R K. What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine[J]. Journal of Destination Marketing & Management, 2012, 1(1/2): 124-133.
[19] Ketter E. Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake[J]. Journal of Hospitality and Tourism Management, 2016, 28(9): 66-72.
[20] 马明,陈方英.基于品牌管理的山东旅游形象绩效评估研究[J].华东经济管理,2011,25(3):15-19.
[21] 汪宇明,吕帅.长江流域12省区旅游形象绩效评估研究[J].旅游科学,2008,22(1):15-21.
[22] 王赛兰,杨振之.面向大数据的旅游微观数据信息平台研究[J].四川师范大学学报(社会科学版), 2015,42(1):54-61.
[23] 赵振斌,赵倩倩.国际互联网上传播的西安旅游形象:分裂与整合[J].干旱区资源与环境,2012, 26(9):178-183.
[24] 邹永广,林炜铃,郑向敏.旅游安全网络关注度时空特征及其影响因素[J].旅游学刊,2015,30(2): 101-109.
[25] 何小芊,刘宇,吴发明.基于百度指数的温泉旅游网络关注度时空特征研究[J].地域研究与开发, 2017,36(1):103-108.
[26] 何小芊,张艳蓉,刘宇.旅游洞穴网络关注度的时空特征研究——以中国最美五大旅游洞穴为例[J].中国岩溶,2017,36(2):275-282.
[27] 赵庆梅.城市旅游营销品牌策略研究——以“重庆,非去不可”为例[J].中国市场,2015(22):268- 269.
[28] 马丽君,马曼曼. “天价虾”事件对青岛旅游网络关注度的影响[J].资源开发与市场,2018,34(1): 83-87.
[2] 陶卓民,卢亮. 长江三角洲区域旅游形象设计和开拓研究[J].经济地理,2005,25(5):728-731.
[3] 马晓龙. 西安城市旅游形象再定位研究[J].干旱区资源与环境,2006,20(1):47-52.
[4] 侯兵,黄震方,尚正永.基于城市意象变迁的城市旅游形象塑造研究——以江苏省扬州市为例[J].经济地理,2009,29(12):2012-2017.
[5] 陶玉国,赵会勇,李永乐.基于结构方程模型的城市旅游形象影响因素测评[J].人文地理,2010, 25(6):125-130.
[6] 王朝辉,何欢,夏巧云,等.重大事件对举办地旅游形象的影响——2010上海世博会为例[J].地理研究,2013,32(6):1155-1164.
[7] 江金波,赫瑞娜.基于结构方程模型的城市旅游形象影响路径研究——以西安市为例[J].人文地理,2015,30(3):130-136.
[8] 刘智兴,马耀峰,李森,等.基于游客感知——认知的北京市旅游形象影响因素评价研究[J].干旱区资源与环境,2015,29(3):203-208.
[9] 史坤博,杨永春.大陆大学生在台湾的旅游动机及旅游形象感知评价[J].资源科学,2015,37(3): 593-604.
[10] 王媛,许鑫,冯学钢,等. 基于文本挖掘的古镇旅游形象感知研究——以朱家角为例[J].旅游科学,2013,27(5):86-95.
[11] 程金龙.城市旅游形象感知的机理研究[J].人文地理,2011,26(3):142-146.
[12] 杨杰,胡平,苑炳慧.熟悉度对旅游形象感知行为影响研究——以重庆市民对上海旅游形象感知为例[J].旅游学刊,2009,24(4):56-60.
[13] 苗雅杰,吕帅.区域旅游形象口号类型及其影响因素分析[J].旅游论坛,2010,3(3):314-318.
[14] 蒋锐.旅游形象广告:现状与思考[J].传媒,2015(3):69-71.
[15] 李蕾蕾.旅游目的地形象口号的公众征集:误区与思考[J].桂林旅游高等专科学校学报,2003(4):43-47.
[16] 谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理, 2010(3):134-138.
[17] 张立生,王海燕.河南旅游形象宣传口号设计研究[J]. 洛阳理工学院学报(社会科学版),2010(1):69-72.
[18] Cakmak E, Isaac R K. What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine[J]. Journal of Destination Marketing & Management, 2012, 1(1/2): 124-133.
[19] Ketter E. Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake[J]. Journal of Hospitality and Tourism Management, 2016, 28(9): 66-72.
[20] 马明,陈方英.基于品牌管理的山东旅游形象绩效评估研究[J].华东经济管理,2011,25(3):15-19.
[21] 汪宇明,吕帅.长江流域12省区旅游形象绩效评估研究[J].旅游科学,2008,22(1):15-21.
[22] 王赛兰,杨振之.面向大数据的旅游微观数据信息平台研究[J].四川师范大学学报(社会科学版), 2015,42(1):54-61.
[23] 赵振斌,赵倩倩.国际互联网上传播的西安旅游形象:分裂与整合[J].干旱区资源与环境,2012, 26(9):178-183.
[24] 邹永广,林炜铃,郑向敏.旅游安全网络关注度时空特征及其影响因素[J].旅游学刊,2015,30(2): 101-109.
[25] 何小芊,刘宇,吴发明.基于百度指数的温泉旅游网络关注度时空特征研究[J].地域研究与开发, 2017,36(1):103-108.
[26] 何小芊,张艳蓉,刘宇.旅游洞穴网络关注度的时空特征研究——以中国最美五大旅游洞穴为例[J].中国岩溶,2017,36(2):275-282.
[27] 赵庆梅.城市旅游营销品牌策略研究——以“重庆,非去不可”为例[J].中国市场,2015(22):268- 269.
[28] 马丽君,马曼曼. “天价虾”事件对青岛旅游网络关注度的影响[J].资源开发与市场,2018,34(1): 83-87.
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