基于SNA的西安入境旅游市场“倒二八”结构研究

SOCIAL NETWORK ANALYSIS OF "REVERSED PARETO PRINCIPLE" INBOUND TOURISM MARKET OF XI'AN

通过构建西安与国内主要旅游城市之间的入境旅游流关系网络,应用社会网络分析法,从整体和宏观联系的视角,研究西安与国内主要旅游城市之间的入境旅游流关系,从中揭示西安入境旅游市场"倒二八"结构的成因,提出尽快提高西安的航空可达性,借机世园会撬动港澳台市场,与桂林、成都、昆明等西部城市联合开拓入境旅游市场等扭转西安"倒二八"入境旅游市场结构的建议,为破解西安入境旅游市场"倒二八"结构难题、拓展西安入境旅游市场提供理论指导。

Xi＇an is one of the most important tourism cities in China,and it enjoys high international reputation in the world.Recently,local government has put forward constructing an international metropolis as a main goal,but the statistics show that the inbound tourism flow size in Xi＇an is far from the standard of the international metropolis and its ＂reversed pareto principle＂ characteristics of inbound tourism market don＇t accord the ＂pareto principle＂ features of the inbound tourism market of China.Obviously,this means that more than 80 percent of inbound tourists of Xi＇an accounts for a small part of inbound tourists of China.Therefore,solving the problem of ＂reversed pareto principle＂ is very important for the development of inbound tourism in Xi＇an.Using the relevant data from the survey of inbound tourists,this study presents a quantitative method to analysis the ＂reversed pareto principle＂ inbound tourism market of Xi＇an with the methodologies derived from the social network analysis,which offers numerous techniques and indicators through measuring the links among nodes to demonstrate the structural patterns of connected systems.The result shows that： 1） the relationship of inbound tourism flow among Xi ＇An,Shanghai and Beijing are more closer than those among Xi ＇An,Guangzhou and Hong Kong;2） Xi＇an is not only a core inbound tourism destination,but also a significant distribution center of inbound tourism flow in China and an important ＂second-hand inbound tourism source＂ of Guilin,Chengdu and Kunming;3） the relationships of inbound tourism flow between Xi ＇An and other major domestic tourism cities are disequilibrium,and the inbound tourism market of Xi＇an highly relies on the inbound tourism market of Beijing and Shanghai and the source of inbound tourism flow of Xi＇an is not abundance.