从“网红”到“长红”:旅游公共服务吸引力与供给次序——基于抖音“淄博烧烤”话题的用户评论分析  

From“Internet-celebrity”to“Long hot”:The Attraction and Supply Order of the Tourism Public Service-User Comment Analysis Based on the TikTok“Zibo Barbecue”Topic

作　　者：蔡礼彬[1] 万方亮 李平[1] CAI Li-bin;WAN Fang-liang;LI Ping(College of Management,Ocean University of China)

机构地区：[1]中国海洋大学管理学院

出　　处：《消费经济》2024年第2期26-36,共11页Consumer Economics

基　　金：教育部哲学社会科学研究后期资助项目(21JHQ094);山东社会科学规划文化旅游研究专项(21CLYJ59);国家级大学生创新创业训练计划支持项目(202310423142)。

摘　　要：近年来,淄博等旅游资源相对薄弱的三五线城市因优质的旅游公共服务成为网络热门话题从而迅速走红,旅游公共服务成为其重要旅游吸引物而形成新晋“网红城市”。为探寻旅游公共服务如何成为重要旅游吸引物以及如何效力网红城市的营造,采用大数据内容分析方法,选取抖音平台上以“淄博烧烤”为话题的用户评论作为数据来源,对涉及淄博旅游公共服务的评论进行深入分析。研究发现,淄博旅游爆火出圈先后经历初步曝光、热度增长、稳定发展三个阶段,旅游文化服务是这类网红城市旅游公共服务吸引力的核心。在初步曝光阶段应优先建设旅游交通服务,在热度增长阶段应重点建设旅游娱乐服务、旅游行政服务和旅游安全服务,同时在各个阶段协调推进旅游基础设施服务、旅游公共环境服务、旅游信息服务和旅游便民服务,以人民城市理念为指导,推动网红城市走向“长红”人民城市的稳定发展阶段,实现旅游高质量发展。In recent years,smaller,lesser-known cities like Zibo,with relatively modest tourist resources and public services,have quickly become famous due to internet trending topics,evolving into new“Internet-celebrity cities”.This rise presents novel challenges to the construction of public tourism services and opens opportunities for urban renewal,enhancing the cities'livability,business potential,leisure,and tourism appeal.To understand this phenomenon,a big data content analysis method was used.User comments on TikTok regarding“Zibo Barbecue”were chosen as the data source to deeply analyze the discourse around Zibo's public tourism services.The study found that Zibo's tourism popularity underwent three stages:initial exposure,increased popularity,and stable growth.Cultural services in tourism are key to the development of public services in these Internet-celebrity cities.During the initial exposure phase,the focus should be on developing tourist transportation services.In the phase of growing popularity,the emphasis should shift to enhancing entertainment,administrative,and safety services in tourism.Moreover,throughout all stages,coordinated improvement of tourism's basic infrastructure,public environmental services,information services,and convenience services is crucial.This approach aims to be guided by the concept of the people's city,leading these internet-celebrity cities into a“Long hot”phase as people's cities,thereby achieving high-quality development in tourism.

关 键 词：旅游公共服务 网红城市 流量经济 注意力资本 淄博烧烤 

分 类 号：F592.3[经济管理—旅游管理]