上海旅游景观共现效应研究——基于官方与入境游客数字足迹的比较分析  

Research on Co-occurrence Effects of Shanghai Tourism Landscape——A Comparative Analysis of Digital Footprints of Official and Inbound Tourists

作　　者：曹婷婷[1] 梁保尔[1] 潘植强 

机构地区：[1]上海师范大学旅游学院,上海200234

出　　处：《旅游论坛》2016年第4期57-66,共10页Tourism Forum

摘　　要：互联网凭借其开放、交互、共享的特性使得大量旅游信息得以有效交汇,成为人们获取信息、表达观点的重要平台。许多旅游者通过网络发布旅游见闻、感受,在博客、微博等虚拟空间对旅游产品和服务进行点评,这些以文本、图片等为主要表现形式的"数字足迹",以其高互动性和透明性,影响潜在旅游者对旅游目的地的形象感知和选择。通过解读官方与入境游客网上发布的"数字足迹",总结二者对上海旅游景观关注的冷热与共现差异。研究发现,官方关注偏好显著表现在商业价值和经济效益较高的商业景观上,入境游客关注偏好体现在历史记忆丰富的历史景观上;上海植物园、世纪公园、中华艺术宫等非热门的旅游景观是二者的共同偏好之所在。官方与入境游客的旅游景观共现网络也呈现出不同特点:入境游客网络错综复杂,官方网络共现核心突出,官方共现偏好休闲绿地建设,入境游客共现偏好历史文化风貌。最后,本文根据旅游景观的官方联动效应与入境游客互动效应将景观划分为4类,并分别提出了针对性的营销措施。Internet gathers a lot of relative information together with its characteristics of open,interactive and shared,becoming an important platform for people to get information and express themselves.Many tourists put their stories and experience online in many forms through blogs,weibo,etc.,to express their review on tourism products and service.These digital footprints,taking the form of texts,photos,videos,invisibly influence potential tourists＇ perception and choice on destinations with its high interaction and transparence.This paper summarizes different focus and co-occurrence effects of official and inbound tourists,through an analysis of their digital footprints.The paper finds that,official puts more attention to commercial landscape which will have more commercial value and can bring more economy effects,while inbound tourists focus more on historic landscapes with more history stories.Those unpopular tourism landscape such as Shanghai botanical garden,century park,turns out to be the common preference of the two.Official and inbound tourists show a strong difference in co-occurrence network,too.Inbound tourists show a complicated social network,while official＇s is much more simple and has clear core landscape.Generally,official show a co-occurrence preference on construction of city green space,while inbound tourists show a strong co-occurrence on historic cultural blocks.Finally,the paper divides Shanghai tourism landscape into 4types and put up some targeted marketing measures.

关 键 词：数字足迹 共现 景观 上海 

分 类 号：F592.7[经济管理—旅游管理]