社会网络视角下山西省旅游线路优化整合分析

Social Network Perspective on Travel Itinerary Optimization and Integration Research of Shanxi Province

通过收集国内大型旅游网站游记,采用社会网络分析法分析了山西旅游目的地网络结构特征。研究表明,山西省各节点分布不均衡、等级差异明显,少数节点拥有大量权力;等级差异明显的景区组合所占比例最高,节点间的连接弥补了弱节点的不足;整体网络密度低,中心势趋势明显,弱子群成员在地理位置上临近,强子群成员空间尺度跨越较大。因此,从点、线、圈三个层次为山西旅游线路优化提出建议:加强核心旅游景区建设;优化景区组合模式,突破资源地域限制;构建多层级旅游圈。

Based on the domestic travel websites, this paper used the method of social network analysis, including density, centrality, centraliza- tion and cohesive subgroups, further analyzed the characteristics of tourism destination network on Shanxi. The result found that the distribution was uneven among nodes in Shanxi Province, and the nodes presented obvious difference, which few nodes manipulated the large power as a bridge. The ancient city of Pingyao lay in the center of the network and most widely established the relationship with both strong and weak scenic spots. Besides, connection between scenic spots in significantly different level, accounting for the highest proportion, made up for the deficiency of the weak nodes. Last, the network density was low, owing to the isolated nodes. The nodes of the cohesive subgroups had different features, being adjacent in the weak subgroups. Based on the results, this paper put forward some suggestion for travel itinerary optimization and integration in Shanxi from three aspects： Node, route and circle. First, it proposed to enhance the core scenic spots. Second, this paper suggested that optimized the modes of scenic spots con- nection, and made an important breakthrough in geographic restrictions. Finally, Shanxi Province should construct a multi - level tourism circles.