旅游地旅游产品网络团购营销空间特征研究——以拉手网、窝窝团、糯米网三大团购网站为例

Spatial Features of Tourist Products in Network Group-Purchasing Marketing:A Case of Lashou,Wowo,Nuomi

旅游产品网络团购是旅游企业及旅游地网络营销的新型模式,本文以国内拉手网、窝窝团、糯米网团购产品为例研究旅游地团购产品网络营销规模的空间差异.研究发现:(1)"十一"黄金周旅游产品团购营销规模势头较为强劲的地区为此时段旅游资源较占优势的西南区、华南区、华东区及个别文化遗产较为丰富的省域.相比而言,此时段旅游资源不占优势的东北区及内陆网络经济发展较为落后的区域旅游产品团购营销规模势头较弱;(2)旅游地旅游产品网络营销规模随距离表现为幂指数和高斯多峰衰减,证实了地理距离在互联网时代的虚拟网络世界中仍然发挥着作用;(3)旅游地旅游产品团购网络营销规模在空间上具有本地集中性、临近区域集中性、均衡性三大特点;(4)旅游地网络营销的本地及周边集中性的空间特征与客源网络信息消费的本地及经济集中性空间特征不符,营销效益有待探讨.

Taking tourism group purchase Lashou,Wowo,Nuomi Network as an example,this paper progressively studied the tourism products group purchase marketing spatial difference of tourism destinations by means of LISA and curve fitting. The results are as following： （ 1 ） In National Days＇ golden week, more robust momentum of tourism product group purchase marketing areas are those regions which had advantages of tourism resources in this period. In contrast, those regions that had no dominant tourism resources in this period or economy grew relatively backward in inland, the momentum of tourism product group purchase marketing was weak; （ 2 ） With the change of distance, network marketing scale of tourism destination products presented to be the power index and gaussian multi-peaks, which confirmed the geo- graphic distance still played a role in the age of Internet virtual world. （ 3 ） Scale of tourism product group purchase marketing has three spatial characteristics： local concentration, near neutralization and equilibrium;Scale of tourism product group purchase marketing is concentration in the Yangtze Delta, Beijing-Tianjin-Hebei tourist area, northeastern tourism area and the middle reaches of the Yellow River. Others is relative equilibrium. （4）Local and surrounding con- centrated spatial characteristics of tourism destination network marketing mismatched with the local and economic concentrated spatial characteristics of network tourist information consumption, so the effectiveness of marketing still need to be explored.