抖音“新农人”主播空间格局及乡村文旅转化潜力研究——基于蝉妈妈网站数据  

Spatial pattern of Tiktok“New Farmer”anchors and the transformation potential of rural cultural tourism:Based on the data of the Chanmama website

作　　者：刘霄泉[1] 莫燕 张纯 王莎莎 LIU Xiaoquan;MO Yan;ZHANG Chun;WANG Shasha(School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]北京第二外国语学院旅游科学学院,北京100024

出　　处：《地理科学进展》2023年第8期1636-1650,共15页Progress in Geography

基　　金：国家重点研发计划重点专项(2019YFB1405600)。

摘　　要：以抖音为代表的现代新媒体技术工具为“新农人”参与乡村文旅和乡村振兴提供了重要的手段,然而现有研究很少关注“新农人”的空间分布特征,对“新农人”主播的文旅转化潜力也缺乏合理客观的评判。论文以蝉妈妈网站的抖音“新农人”主播数据为研究基础,从指向度、认可度和传播度3个方面综合测度“新农人”主播的乡村文旅转化潜力;并运用热点分析等方法,分析“新农人”主播的数量规模、粉丝量、主营产品等基本特征,及其文旅转化潜力的空间分异特征,并进一步探讨了“新农人”主播的文旅带动模式,从空间维度揭示了“新农人”主播及其文旅转化潜力的区域差异,以期为更好地发挥“新农人”主播的文旅带动能力提供参考。研究结果显示:①“新农人”主播呈现明显的南多北少、男多女少的特征,主播规模与文旅转化潜力的空间布局存在较明显的差异,河南、山东2个主播大省的文旅转化潜力十分有限。②以川渝为中心的西南片区,在“新农人”主播的数量规模、直播带货与文旅转化潜力等方面都具有较突出的优势。③普通新媒体用户中具备文旅转化潜力的主播数不足40%;“乡村守护人”尽管规模有限,但带来了显著的文旅转化潜力。④乡村文旅转化潜力的优势特征存在明显的地区差异。西南片区的“新农人”主播具有较强的文旅宣传理念,其短视频对文旅内容的指向度更高;而东南片区的文旅视频在认可度和传播度方面表现出显著优势,文旅视频的内容质量更胜一筹。⑤不同身份的“新农人”主播,在创作动机、叙事方式及叙事内容方面均存在差异,其文旅的带动模式可以划分为基层干部—直接带动型、乡村守护人—间接带动型、普通自媒体用户—潜力带动型。总体来看,抖音“新农人”主播以个体创作为特色,在突破东中西部差异,�Modern new media technology tools represented by Tiktok provide an important means for"New Farmer"to participate in rural cultural tourism and rural revitalization.However,existing research had paid little attention to the spatial distribution characteristics of this group,and there was a lack of reasonable and objective evaluation of the cultural tourism transformation potential of"New Farmer"anchors.Based on the data of Tiktok"New Farmer"anchors on the Chanmama website,this study comprehensively measured the rural cultural tourism transformation potential of"New Farmer"anchors from three aspects:directivity,recognition,and dissemination and used hotspot analysis to analyze the spatial differentiation of the characteristics of"New Farmer"anchors and their cultural tourism transformation potential.It further explored the cultural tourism driving mode of"New Farmer"anchors,revealing the regional differences in their cultural tourism transformation potential from a spatial perspective to provide a reference for better leveraging the cultural tourism driving capabilities of the"New Farmer"anchors.The results show that:1)"New Farmer"anchors exhibited obvious characteristics of more in the south and fewer in the north,with more males and fewer females.There were significant differences in the spatial pattern of anchor scale and cultural tourism transformation potential,and the cultural tourism transformation potential of Henan and Shandong,was very limited.2)The southwestern region,especially Sichuan and Chongqing,had prominent advantages in terms of the number and scale of"New Farmer"anchors,live streaming sales,and potential for cultural tourism transformation.3)Less than 40%of ordinary media users had the potential for cultural tourism transformation.Although the number of"rural guardians"was limited,they brought significant potential for cultural tourism transformation.4)There were significant regional differences in the advantageous characteristics of rural cultural tourism transformation potential."New Farmer"an

关 键 词：“新农人”主播 乡村文旅 空间格局 文旅转化潜力 

分 类 号：F323[经济管理—产业经济] F592[文化科学] G249.2