影视城旅游目的地网络关注度时空分布及影响因素——以浙江横店为例  

SPATIAL-TEMPORAL CHARACTERISTICS AND INFLUENCING FACTORS OF NETWORK ATTENTION TO STUDIO CITY DESTINATION——A CASE STUDY OF HENGDIAN

作　　者：丁镭[1] 方雪娟 董鸿安[1] DING Lei;FANG Xue -juan;DONG Hon - gan(Ningbo Polytechnic, Ningbo 315800, Zhejiang, China;Ningbo Institute of Oceanography, Ningbo 315832, Zhejiang, China)

机构地区：[1]宁波职业技术学院,浙江宁波315800 [2]宁波海洋研究院,浙江宁波315832

出　　处：《云南地理环境研究》2018年第2期9-17,36,共10页Yunnan Geographic Environment Research

基　　金：浙江省教育厅一般科研项目(Y201636606);宁波职业技术学院人才引进科研项目(RC201705);浙江省大学生科技创新活动计划暨新苗人才计划项目(2017R465008)

摘　　要：基于百度指数获取2011~2016年横店影视城的逐日网络关注度数据,采用季节集中指数、地理集中指数等多种方法测度其时空变化特征,并运用面板回归模型分析其影响因素。主要结论如下:(1)网络关注度呈先快速增长后略有下降的发展态势,关注旺季集中在秋、夏季节,具有旺季长、淡季短的特点;(2)网络关注度在空间上分布较为集中,且高关注区域范围有一定的扩大,主要集中在浙江省及周边的江苏、福建、上海等经济发达地区;(3)网络关注度在时间上受节假日、节庆活动的社会因素的影响,其次为气候舒适度,未来可重点高温暑期和春节黄金周的反季节营销;(4)网络关注度空间上的差异受居民经济收入水平、互联网普及率、经济联系强度和客源地人口规模等因素影响,并受距离阻尼的干扰。The everyday network attention of Hengdian World Studios（ gained through Baidu index from 2011 to 2016）,was analyzed with the seasonal concentration index,geographic concentration index,etc. to measure the temporal variation characteristics. Also,panel regression model was used to analyze its influencing factors. The results showed that：（ 1） the network attention of the Hengdian World Studios showed a slight decline after the rapid growth,focusing on the autumn and summer season,with the characteristics of long peak season and short slack season. In the future,promotion of online marketing before festivals will be enhanced.（ 2） The network attention of the studios is highly concentrated in terms of space distribution. Moreover,the high concentration area was expanded in a way,mainly concentrated in Zhejiang and the surrounding economic developed regions such as Jiangsu,Fujian,and Shanghai.（ 3） Studio network attention could be mostly influenced by festivals and holidays,followed by climate factor. Anti-season promotion should be improved and targeted at hot summer vocation and the Spring Festival.（ 4） Regional differences of Studio network attention was mainly influenced by the residents＇ income level,Internet penetration,the strength of economic ties,population size of hometown city and as well as friction of distance.

关 键 词：影视城 网络关注度 横店 

分 类 号：F592.3[经济管理—旅游管理]