网红城市、流量效应与旅游发展  

Internet celebrity city,flow effect and tourism development

作　　者：陈晓红 李杨扬[2] 汪阳洁[2] 蔡思佳[2] CHEN Xiao-hong;LI Yang-yang;WANG Yang-jie;CAI Si-jia(School of Frontier Crossover Studies,Hunan University of Technology and Business,Changsha 410205,China;School of Business,Central South University,Changsha 410083,China)

机构地区：[1]湖南工商大学前沿交叉学院,长沙410205 [2]中南大学商学院,长沙410083

出　　处：《管理科学学报》2022年第1期1-22,共22页Journal of Management Sciences in China

基　　金：国家自然科学基金基础科学中心资助项目(72088101);国家自然科学基金资助重大项目(71991465);国家自然科学基金资助项目(72173139);湖南省自然科学基金优秀青年科学基金资助项目(2020JJ3051).

摘　　要：互联网和数字经济的快速发展催生了以“网红城市”为代表的城市竞争新模式,吸引网络注意力成为新时代城市营销与旅游发展的重要途径.但是网络关注度越高就越能拉动城市旅游增长吗?将中国328座地级市2011年~2018年的互联网搜索指数与城市旅游发展数据进行匹配,采用工具变量估计方法,首次定量识别了城市网络关注度对旅游人数和人均旅游消费的影响.结果发现:网络关注度显著增加了城市线下游客流量,但越依赖于旅游发展的城市,网络关注度增加反而限制了人均旅游消费.进一步分析表明,网络关注度下流量的迅速集聚,显著提高了旅游依赖型城市的公共服务成本,从而制约游客消费需求.在互联网时代的城市竞争中,政府通过打造“网红城市”促进旅游经济发展,需要着力破解城市公共服务与游客流量集聚不匹配的难题,将网络流量有效转化为城市经济发展质量.The rapid development of internet and digital economy has given birth to a new mode of urban competition represented by“internet celebrity city”.Attracting network attention has become an important way of urban marketing and tourism development in the new era.However,can a higher degree of online attention promote the growth of urban tourism?This paper matches the internet search index of 328 prefecture level cities in China from 2011 to 2018 with urban tourism development data.The study quantitatively identifies the impact of urban online attention on the number of tourists and per capita tourism consumption for the first time by using the method of instrumental variable estimation.The results show that network attention significantly increases the flow of tourists off-line.However,the more dependent on tourism development the cities are,the more network attention limits per capita tourism consumption.Further analysis shows that the rapid concentration of traffic,as tourists flow in,significantly increases the public service cost of tourism dependent cities,thus restricting the consumption demand of tourists.Hence,the government needs to solve the mismatch between urban public services and tourist flow agglomeration in urban competition in the internet era,and effectively transform network flow into the quality of urban economic development.

关 键 词：网红城市 网络注意力 旅游消费 城市公共服务 

分 类 号：F59[经济管理—旅游管理]