网络舆情对旅游目的地网络关注度的时空影响——以“雪乡宰客”事件为例  

The temporal-spatial influence of network public opinion on the network attention to tourism destination——Taking the "Snow Township Slaughter" event as an example

作　　者：刘嘉毅[1] 陈玉萍 LIU Jia-yi;CHEN Yu-ping(Department of Tourism,Huaiyin Normal University,Huaian,Jiangsu 223300,China;College of Sports Leisure and Art,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]淮阴师范学院旅游管理系,江苏淮安223300 [2]上海体育学院体育休闲与艺术学院,上海200438

出　　处：《福建农林大学学报（哲学社会科学版）》2019年第1期77-83,共7页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：国家社会科学基金一般项目(18BJY192);教育部人文社会科学青年基金项目(16YJC630069);湖南省教育厅科学研究项目(14C0447)

摘　　要：以冰雪旅游目的地雪乡为个案,运用Arc GIS的自然断裂法、回归分析法等,从时间维度与空间维度分析网络舆情对旅游目的地网络关注度的影响,以及旅游目的地网络关注度空间分异的影响因素。研究发现:"雪乡宰客"事件的网络舆情生命周期呈现双峰演化特征,依次经历酝酿期、爆发期、波动延续期、衰退期等4个阶段,网络关注度和媒体关注度具有协同演化的时变轨迹;"雪乡宰客"事件网络舆情呈现出从东往西梯度递减的空间分异特征,且雪乡网络关注度空间分异的影响因素差异显著。据此,建议实施契合舆情生命周期的应对策略和区域差异化的形象恢复策略,以期为旅游目的地舆情应对与风险治理提供一定的参考。Taking Snow Township,an ice and snow tourism destination as an example,using ArcGIS natural fracture method and regression analysis method,the influence of network public opinion on the network attention to tourism destination from the temporal-spatial dimension and the influencing factors of spatial differentiation of network attention of tourism destination are analyzed.The study finds that the life cycle of network public opinion of "Snow Township Slaughter" presents a bimodal evolutionary characteristic,which goes through the following four stages:gestation period,explosion period,fluctuation continuation period and recession period.Network attention and media attention have a time-varying track of co-evolution.The network public opinion of "Snow Township Slaughter" event presents a spatial differentiation characteristic of decreasing gradient from east to west.There are significant differences in the influencing factors of spatial differentiation of attention.Based on this,it is proposed to implement a coping strategy that fits into the life cycle of network public opinion and image restoration strategies of regional differentiation in order to provide some reference for public opinion response and risk management of tourist destination.

关 键 词：网络舆情 冰雪旅游 网络关注度 时空影响 

分 类 号：F592.68[经济管理—旅游管理]