基于旅游数字足迹的目的地关注度与共现效应研究——以上海历史街区为例

An Analysis of Scenic Areas Preference and the Co-occurrence Phenomenon Based on Online Information: A Case of Shanghai Historic District

文章将构成上海历史街区的12个历史文化风貌区作为研究对象,借助包含官方宣传意图的官方宣传文本以及反映游客实际偏好的网络游记文本,利用计算机共现处理平台在统计各历史文化风貌区关注次数与共现次数等多重指标的基础上,探寻官方与游客的关注偏好及共现偏好差异所在。研究结果表明:(1)官方与游客的关注度及共现效应存在显著关联性,即关注度较高、关注偏好较强的历史文化风貌区,其共现偏好及共现效应也较为显著;(2)满足触摸街区历史记忆、感知街区人文内涵是游客造访历史街区的核心动机;(3)重视街区建筑与人文生态的环境保护,实现景点联合宣传的带动效应,是官方宣传核心之所在。

The Internet now provides tourism researchers with unparalleled access to a range of information and data. It allows tourists to express their opinions during their trips and provides important practical information on the travel decisions and choices of potential tourists. When tourists record their journey online they do so through both text content and pictures. This allows tourism researchers to effectively judge the tourist characteristics and preferences.This paper explores the differences in preferences between the official tourist promoters and the tourists, as well as the differences between their co-occurrences. The paper examines 12 historic blocks or areas in Shanghai, China, that epitomize the social customs and modern Shanghai lifestyles. The areas retain rich eastern and western architecture and buildings from earlier eras. These distinctive,irreplaceable, historical and cultural resources are fundamental elements of Shanghai＇s historic blocks and they cannot be copied or transplanted. These historic blocks attract large numbers of tourists every year. The paper uses a computer platform to statistically analyze the official promotional material and various tourist blogs to identify the reference frequency relating to Shanghai＇s historic blocks. The official promotional material and the tourist blogs both show a strong preference for some historic blocks.In relation to motivations and intentions, the official and visitor perceptions differ regarding the tourist destination. Generally, the official promotional material focuses on the superior historic blocks that have a high overall value. In contrast, the tourists tend to be interested in specific historical events or stories. Understanding the discrepancies between the officials＇ and the tourists＇ perceptions will help to modify the government＇s tourism planning or marketing strategies and will thereby better satisfy the tourists＇ needs and preferences. Moreover, this will improve the destinations＇ visitor satisfaction levels and their revisit intentions. This paper examines 12 historic blocks in Shanghai and comparatively analyzes the online text content of both official promotional material and travel blogs.The main study results are as follows.（1） The officials＇ and the tourists＇ perceptions are connected. The historic blocks that attract a lot of attention and that have high preference levels show strong co- occurrence effects.（2） Tourists have a high preference for and a deep interest in historical memories as well as in human connotations. Tourists have a greater preference for the inner value of historic blocks than for their outer aesthetic values. The Shanyin Road（FMQ06）, the Lao Cheng Xiang（FMQ10） and the Tilanqiao（FMQ09） historic blocks have the greatest tourist focus and have the highest co- occurrence levels.（3） The government emphasizes the protection of the blocks that have a fragile architectural and human ecology. They promote the blocks with distinctive resources and those that are very attractive and focus their promotional material on those with similar attractive architecture and strong inner connections. Official materials focus on the West Nanjing Road（FMQ03）, the People Square（FMQ04）, the Hongqiao Road（FMQ05）, the Xinhua Road（FMQ07） and the Yuyuan Road（FMQ08） historic blocks.