湖南旅游客源市场结构与目的地形象感知——基于地理标记照片的实证分析  

Tourist Market Structure and Destination Image Perception in Hunan Province Based on Geotagged Photos

作　　者：范梦余 陈怡宁[1] 张辉[1] FAN Mengyu;CHEN Yining;ZHANG Hui(School of Economics and Management,Beijing Jiaotong University,Beijing 100044,China)

机构地区：[1]北京交通大学经济管理学院,中国北京100044

出　　处：《经济地理》2021年第12期223-232,共10页Economic Geography

基　　金：国家社会科学基金项目(17BJY152);教育部人文社会科学研究青年基金项目(19YJCZH157);北京市哲社办课题(18JDYJB006)。

摘　　要：以湖南省为研究对象,基于地理标记照片,通过地理集中指数、冷热点分析、通用物体和场景识别模型、情感倾向分析模型、核密度等方法,分析了湖南客源市场结构,研究了国内整体客源市场与目标客源市场对湖南旅游的认知和情感形象,探究了湖南省主要旅游形象的空间分布特征。结果表明:①湖南省客源市场在市域尺度呈现集聚性,游客量主要集中在1 300 km市场范围内。②湖南最典型的旅游形象表现在生活方式、文化、自然风景三个方面,江浙沪游客和京津冀游客最关注生活方式,珠三角游客最关注自然风景。③游客普遍对湖南旅游持正向情感,这种正向情感主要源自湖南美食与美景。④凤凰古城、长沙市湘江东岸街区是湖南生活方式、文化、基础设施形象的典型代表,而张家界森林公园是湖南自然景观的最佳代表。Taking Hunan Province as the research area and based on the geotagged photos from Mafengwo APP,this paper analyzes domestic tourist market structure in Hunan Province, studies the tourist perception image of overall source market and target source markets,and discusses the spatial distribution of destination image by the means of Geographic Concentration Index,Hot Spot Analysis,General Object and Scene Recognition,Analysis model of emotional tendency,and Kernel Density. The results show that: 1)Tourism source market of Hunan Province covers 330 cities, presenting a concentrated distribution characteristic at the city scale,and 92.38% of tourists live within 1 300 km of Hunan Province.2) Life style,culture and natural scenery are the most typical tourism images of Hunan Province. Tourists living in Pearl River Delta prefer natural scenery, while tourists in Jiangsu, Zhejiang, Shanghai and Beijing-Tianjin-Hebei urban agglomeration prefer to experience the local life style. 3) Most tourists show positive emotions towards Hunan,particularly owed to the delicious food and beautiful scenery. 4) Fenghuang Ancient Town and streets on the east bank of Xiangjiang River in Changsha are typical representatives of life style, culture and infrastructure, while Zhangjiajie National Forest Park is the best representative of natural landscape.

关 键 词：地理标记照片 客源市场结构 目的地形象 生活方式 文化 自然风景 情感形象 

分 类 号：F592.68[经济管理—旅游管理]