自驾游群体目的地选择的驱动因素研究——基于遗产地的网络分析视角

Study on Driving Factors of Self-driving Tourist Destination Choice——Perspective of Network Analysis Based on Heritage Site

伴随着我国私家车拥有量的不断增加,自驾游成为越来越多旅游者的出行方式。以我国的45个世界遗产地为例,将内容分析法与社会网络分析(SNA)法相结合,从目的地的视角研究自驾游群体在目的地选择上的特征和驱动影响因素。与以往研究不同:该研究是基于大数据驱动来研究目的地选择的影响因素,分析主要包括高频特征词、网络中心度和块模型,并借助目的地网络关系获取目的地选择的信息;依据分析的结果,运用QAP分析方法对驱动因素进行验证。研究发现,同一区域内目的地的景观资源差异、邻近水平和不同地区目的地的邻近水平对世界遗产地网络结构都具有正向的驱动影响。

With the continuous increase of the number of private cars in China,traveling by car became an increasingly popular mode of travel for tourists. This paper took 45 world heritage sites of China which had extremely high popularity as an example,and combined text content analysis with social network analysis(SNA) method,and explored the characteristics of driving tourists' destination choice and driving influence factors from the perspective of destination. Different from previous studies: This paper was based on big data driven to study the influencing factors of destination choice. The analysis mainly included high-frequency words analysis,network centrality analysis and block model analysis to get the destination network characteristics. In the end,based on the results of the network analysis in this paper,the QAP analysis method was used to verify the factors that drove the self-driving tourists to choose destination.This study finally found that the differences in destination landscape resources within the same area,the proximity levels of destinations within the same area,and the proximity levels of destinations in different regions had a positive driving influence on the network structure of the World Heritage Sites. Based on the results of network analysis,this paper also provided some suggestions about development for destination managers: Neighboring destinations or scenic spots could be strengthened through cooperation. Destinations or scenic spots in the same area could place much emphasis on the different landscape resources. More destinations which had different attractions and located in adjacent area would obtain more development opportunities.