基于网络关注度的中国冰雪旅游产业发展启示  

Enlightenment of China's Ice-Snow Tourism Industry Development Based on Online Attention

作　　者：陈玉萍 刘嘉毅[2] 郭修金[1] CHEN Yuping;LIU Jiayi;GUO Xiujin(School of Leisure,Shanghai University of Sport,Shanghai 200438,China;Huaiyin Normal University,Huaian 223300,China)

机构地区：[1]上海体育学院休闲学院,上海200438 [2]淮阴师范学院,江苏淮安223300

出　　处：《天津体育学院学报》2020年第5期519-524,共6页Journal of Tianjin University of Sport

基　　金：教育部人文社会科学研究青年基金项目(项目编号:19YJC890005)

摘　　要：运用统计学、经济地理学、计量经济学等跨学科理论方法,基于2011-2019年冰雪旅游百度指数的分省数据,对冰雪旅游网络关注度的时空特征与影响因素进行实证分析,提出中国冰雪旅游产业的发展启示。中国冰雪旅游网络关注度呈持续增长趋势,各省区网络关注度相对差异随时间收敛,季节性差异明显,月度非均衡状态先扩张后收敛;冰雪旅游网络关注度呈现从北往南与从东往西双向梯度递减规律,空间重心向西南方迁移,东北、华北、华东位居冰雪旅游网络关注贡献率前3位,华南、华中网络关注度位序上升,西北位序显著下滑。经济发展水平、网民规模、冰雪旅游资源对冰雪旅游网络关注度有显著正向影响;品牌冰雪节庆与品牌冰雪赛事,能显著提升举办省区冰雪旅游网络关注度。基于百度指数的实证分析,提出“互联网+冰雪旅游”成长战略、差异化精准营销战略、冰雪节事品牌战略的产业发展启示,以推进“三亿人参与冰雪运动”与建设冰雪运动强国。An empirical analysis of the spatial-temporal characteristics and influencing factors of the online attention to ice-snow tourism was conducted,using interdisciplinary theoretical methods such as statistics,economic geography,econometrics,etc.,based on the provincial data of the Baidu Index of Icesnow tourism from 2011 to 2019,and the enlightenment for the development of the ice-snow tourism was proposed.The online attention to ice-snow tourism shows a trend of sustained growth in China,the relative difference of provincial online attention to ice-snow tourism gradually converges over time,the seasonal differences is obvious,and monthly disequilibrium state shows the characteristics of expansion firstly,and again convergence.The online attention degree of ice-snow tourism presents a law of two-way gradient decreasing from north to south and east to west,and the center of gravity shifts to the southwest.Northeast,North China,and East China rank the top three in the online attention contribution rate of ice-snow tourism,the rank of online attention has risen in South China and Central China,while the rank in Northwest China has dropped significantly.It is found that the level of economic development,internet user numbers,ice-snow tourism resources have a significant positive influence on the online attention to ice-snow tourism.Brand of ice-snow festivals and events can significantly increase the provincial online attention of the ice-snow tourism.Based on an empirical analysis of the Baidu index,some enlightenment has been proposed,such as"Internet+ice-snow tourism"growth strategy,precise differentiation marketing strategy,festivals and events branding,which is helpful to promote"300 million people participate in ice-snow sports"and build a strong ice-snow sports country.

关 键 词：冰雪旅游 网络关注度 启示 冰雪运动 

分 类 号：G80-05[文化科学—运动人体科学]