基于网络大数据的森林旅游市场特征研究——以湖南省郴州市为例

Research on forest Tourism Market Characteristics Based on Network Big Data:A case study of Chenzhou city,Hunan province

森林旅游客源市场和游客消费行为特征,是确定森林旅游目标市场定位,优化森林旅游发展要素配置和旅游产品规划布局,制定森林旅游发展战略和对策的重要依据。以郴州市森林旅游市场为研究对象,从携程网、马蜂窝旅游网、新浪博客、百度旅游等国内主流游记抓取相关游记和点评,运用语义网络分析法和数据分析法,对郴州森林旅游市场特点、客源市场、游客消费行为特征及对郴州森林旅游形象感知评价进行定性、定量分析研究。结果表明:郴州森林旅游市场具有游客对森林景区关注度高、粤港澳大湾区游客和自驾游游客多、暑期旺季特征明显等突出特点,且存在游客停留时间短、人均消费低、产品供给不足、景区口碑有待提升、服务及设施有待优化等主要问题,提出了坚持保护优先,优化森林旅游产品供给和景区配套设施建设,加快推进森林休闲、度假与森林康养发展,加强市场营销和特色品牌建设等建议。

The characteristics of forest tourism market and tourists’consumption behavior are the important basis to determine the image and target market orientation of forest tourism,optimize the configuration of forest tourism development elements and the planning layout of tourism products,and formulate countermeasures for the development of forest tourism.Taking Chenzhou city forest tourism market as the research object,from Ctrip,Hornet’s Nest Travel Net,Sina Blog,Baidu Tourism,and other major domestic travel notes fetching related travel and review,using semantic network analysis and data analysis,based on the characteristics of domestic forest tourism market,the characteristics of Chenzhou forest tourism market,the structure of tourist sources and the characteristics of consumption behavior are analyzed qualitatively and quantitatively in this article.The results show that:Chenzhou forest tourism has these outstanding characteristics such as tourists’high attention to forest scenic spots,with popularity of tourists from the Guangdong-Hong Kong-Macao Greater Bay area and self-driving tourists,the obvious characteristic of summer peak season and so on,and there are these main problems such as visitors’short staying time,low per capita consumption level,insufficient supply of products,scenic reputation to be improved,service facilities to be optimized and so on,put forward the corresponding countermeasures and suggestions such as protection priority,optimization of forest tourism product supply,focus on developing leisure,vacation and forest health industry,improving scenic service facilities,enhancing the service level of the scenic spot and so on.