贵州旅游网络关注度时空差异及政策匹配研究  

Research on spatial-temporal differences and policy matching of Guizhou tourism network attention

作　　者：舒小林 闵浙思 何亚兰 李美清 SHU Xiao-lin;MIN Zhe-si;HE Ya-lan;LI Mei-qing(School of Business,Guizhou University of Finance and Economics,Guiyang 550025,China)

机构地区：[1]贵州财经大学工商管理学院,贵州贵阳550025

出　　处：《资源开发与市场》2023年第2期242-249,共8页Resource Development & Market

基　　金：国家社会科学基金项目(编号:19BJL055)。

摘　　要：基于促销政策视角探究贵州旅游网络关注度动态演变、空间差异对制定旅游促销政策具有重要的理论与实践意义。利用百度指数数据,采用引力模型、季节集中度指数和引入旅游舒适度、出游半径及阻尼系数参考值,对贵州旅游网络关注度时空差异演变特征及原因进行研究,并采用IPA模型分析网络关注度与促销政策的匹配效应。结果发现:①贵州旅游网络关注度的年际变化总体呈增长趋势,月度分布集中在4—10月。②门票和过路费优惠促销政策显著拉高了年际网络关注度。旅游旺季促销加剧了季节性,淡季“大力”促销有“平衡”季节性作用。③贵州旅游网络关注度空间分异呈现“本省、周边省份和经济发达省份关注度高”的特征,1500km半径内距离阻力是主要影响因素,1500—3500km半径范围外经济发展水平为主要因素,优惠促销政策首次推出有明显促进效应,连续推出对经济发达省份会产生疲劳效应。④IPA矩阵的优势区分布于本省和周边经济发达省份,改进区以周边不发达省份和个别经济发达省份为主,机会区以偏远的经济不发达地区为主,意外区分布于距离稍远的经济发达省份。It is of great theoretical and practical significance to explore the dynamic evolution and spatial differences of Guizhou's tourism network from the perspective of promotion policy.Using Baidu index data,this paper used the gravitational model,seasonal concentration index and the introduction of tourist comfort,travel radius and damping coefficient reference values to study the temporal and spatial evolution characteristics and causes of the spatial and temporal differences in Guizhou tourism network attention,and used the IPA model to analyze the matching effect of network attention and promotion policies.The results showed that:①The interannual change of tourism network attention in Guizhou generally showed an increasing trend,and the monthly distribution was concentrated from April to October.②Preferential promotion policies for tickets and tolls had significantly increased the attention of the interannual network.Seasonal promotions exacerbate seasonality,and off-season“vigorous”promotions had a“balanced”seasonal effect.③The spatial differentiation of the attention of Guizhou's tourism network presented the characteristics of“high attention of the province,neighboring provinces and economically developed provinces”,the distance resistance within a radius of 1500km was the main influencing factor,and the level of economic development outside the radius of 1500-3500km was the main factor,and the first launch of preferential promotion policies had obvious promotion effects,and continuous introduction will had a fatigue effect on economically developed provinces.④The advantage areas of the IPA matrix were distributed in the province and the surrounding economically developed provinces,the improvement areas were mainly in the surrounding underdeveloped provinces and individual economically developed provinces,the opportunity areas were mainly in remote economically underdeveloped areas,and the accident areas were distributed in economically developed provinces that were slightly farther away.

关 键 词：网络关注度 促销政策 引力模型 IPA模型 贵州旅游 

分 类 号：F592[经济管理—旅游管理]