世界遗产旅游地网络关注度的省际分布特征与影响因素研究——以平遥古城为例  

Research on Inter-Provincial Distribution Characteristics and Influencing Factors of Pingyao’s Network Attention

作　　者：周晓丽[1] 张碧星[1] ZHOU Xiao-li;ZHANG Bi-xing(Department of History-Lulture&Tourism Management,Changzhi University,Changzhi 046000,Shanxi,China)

机构地区：[1]长治学院历史文化与旅游管理系,山西长治046000

出　　处：《山西师范大学学报（自然科学版）》2021年第2期68-76,共9页Journal of Shanxi Normal University(Natural Science Edition)

基　　金：山西省教育厅重点教改项目(J2016108);“一带一路”建设背景下太行山区域文明交流与互动研究(TH2020020)。

摘　　要：收集百度指数2011年~2017年中国31省(市、自治区)对平遥古城的日网络关注度数据,采用地理集中指数和变差系数,并引入区域经济差异变化趋势的库兹涅茨比率,对平遥古城网络关注度的省际分布差异和变化趋势进行分析.选取对应年份中国31个省、自治区和直辖市的人口规模、互联网普及率等面板数据作为样本,研究了平遥古城网络关注度空间分布差异的影响因素.结果表明:(1) 2011年~2016年平遥古城网络关注度存在显著的省际分布差异且不断扩大;(2)地区人口规模、互联网发展水平和受教育程度对平遥古城的网络关注度呈显著正相关,各省距平遥古城的空间距离对平遥古城的网络关注度呈显著负相关,各省人均消费水平对平遥古城网络关注度影响不大;(3)各因素变化对平遥古城网络关注度影响的弹性系数从高到低依次是距离、受教育程度、地区人口规模和互联网普及率.并基于研究结论提出平遥古城的目标市场营销策略.Based on the daily network attention data of 31 provinces in China from 2011 to 2017 to the ancient city of Pingyao,the paper introduced Kuznets ratio together with geographic concentration index and variation coefficient to analyze the inter-provincial distribution differences and variation trend of network attention to Pingyao ancient city.Then the paper selected panel data during 2011 to 2016 of 31 provinces,autonomous regions and municipalities to study the influencing factors of Pingyao ancient city’s network attention.The results showed that:(1)there are increasingly significant inter-provincial differences in the network attention to Pingyao ancient city from 2011 to 2016.(2)the regional population size,the level of Internet development and education of local residents are positively correlated with their network attention to Pingyao ancient city,while the spatial distance of each province to Pingyao ancient city is negatively correlated with its network attention to Pingyao.(3)The elasticity coefficients of distance,education level,regional population size and Internet penetration rate to the network attention of Pingyao ancient city are decreasing.Finally,based on the findings,the paper puts forward the target marketing strategies of Pingyao ancient city.

关 键 词：网络关注度 省际分布 影响因素 库兹涅茨比率 面板数据 平遥古城 

分 类 号：F59[经济管理—旅游管理]