基于大数据挖掘分析的户外体育旅游融合研究  

Research on the Integration of Outdoor Sports Tourism Based on Big Data Mining

作　　者：宋友开 文益民 Song Youkai;Wen Yimin(School of Tourism Management,Guilin Tourism University,Guilin 541006;School of Computer and Information Security,Guilin University Of Electronic Technology,Guilin 541001)

机构地区：[1]桂林旅游学院旅游管理学院,广西桂林541006 [2]桂林电子科技大学计算机与信息安全学院,广西桂林541001

出　　处：《中阿科技论坛（中英文）》2024年第9期55-61,共7页China-Arab States Science and Technology Forum

基　　金：广西重点研发计划项目“大规模多模态旅游行为数据分析关键算法研究与工具开发”(桂科AB21220023);广西哲学社会科学研究课题“广西少数民族传统体育旅游消费者忠诚度行为研究”阶段性研究成果(20FTY008)。

摘　　要：近年来,随着人们健康意识的增强,户外体育旅游成为新的旅游消费领域。随着数字技术的发展,OTA平台成为旅游者户外旅游项目预订的主要渠道。为了更好地探究户外体育项目与自然景观、人文景观等旅游吸引物的融合演进脉络,分析户外体育旅游产品融合发展的内在机理,文章基于扎根理论和内容分析法,采用大数据挖掘技术,从美团OTA平台中爬取2021年1月1日—2022年8月30日的户外体育项目旅游产品榜单数据,利用MAXQDA数据分析软件,对户外体育旅游融合进行分析研究。研究结果表明:“康养”是游客户外旅游消费的内驱力;自然景观、人文景观+户外体育项目成为新的旅游吸引物。基于此,文章认为应因地制宜地开发特色户外体育旅游项目,引领户外体育旅游高质量发展。In recent years,with the increasing awareness of people's health,outdoor sports tourism has become a new field of consumption.With the booming of digital technology,OTA platforms have become the main channel for tourists to book outdoor travels.To explore the evolution of outdoor sports with natural landscapes,cultural landscapes,and other tourism attractions,and figure out the internal mechanism of the integration of outdoor sports tourism products,this article draws on grounded theory and content analysis methods to crawl the data of tourism products from Meituan OTA platform from January 1,2021 to August 30,2022.Then,MAXQDA data analysis software is used to study the data.The research findings indicate that"health and wellness"is the internal driving force behind tourists'consumption;Natural landscapes,cultural landscapes,and outdoor sports projects have become new tourist attractions.based on this,it's argued that characteristic outdoor sports tourism should be developed according to local conditions to lead the high-quality development of the industry.

关 键 词：大数据挖掘分析 户外体育旅游 旅游吸引物 旅游价值 

分 类 号：F590[经济管理—旅游管理]