旅游信息微博传播网络结构及时空特征

Tourism Information Micro-Blog Dissemination： Network Structure and Spatio-Temporal Spreading Characteristics

采用社会网络分析法和地图法,对旅游信息在微博用户间传播所形成的网络结构形态特征及旅游信息在微博中传播的时空特征进行分析。研究发现：1旅游信息在微博用户中的传播以一级传播为主、多级传播为辅。且无论哪种类型的旅游信息,无论在哪种类型的微博上发布,旅游信息微博传播网络都仅有一个核心节点。2旅游信息在微博中的传播结构形态具有规律性,一级传播以“典型蒲公英”为基础结构形态,多级传播过程中,因旅游信息内容和发布信息的微博类型的不同,会衍生出“伞状扩散蒲公英”和“枝状扩散蒲公英”两种不同结构形态。3旅游信息在微博中的传播时间曲线形状与旅游信息在周内发布的具体日期有关,周四、周五为粉丝关注和转发旅游信息的高峰日,且信息传播周期一般为10天左右。4旅游信息微博传播空间大小与旅游信息的内容、发布微博的影响力及其粉丝的影响力等三个因素有关,传播空间集中程度与粉丝的空间分布特点及微博类型有关。5不同类型的微博用户对旅游信息的传播能力不同。其中,企业微博和个人微博较政府微博传播旅游信息的能力更强。6不同地区的微博用户对旅游信息的传播能力存在显著差异,其中东部地区的微博用户及其粉丝传播旅游信息的能力最强,中部地区次之,西部地区最弱。

Studying on characteristics of tourism information dissemination among micro-blog users are critical for using micro-blog to promoting tourism products and marketing destination image. Based on social network analysis and map method, this paper explores the network structure pattern and spatio-temporal characteristics of tourism information disseminated among micro-blog users. The following conclusions are obtained.1）The tourism information is mainly disseminated by first forwarding micro-blog users. No matter which type of tourism information and information released microblogging , there is only one core node in the network of tourism information dissemination.2）The tourism information dissemination in micro-blog users has a regular structure. The basic structure of first-level propagation is the ＂typical dandelion＂ structure, multi-level propagation will derived from two kinds of structure ＂umbrella-shaped diffusion dandelion＂ and ＂branched diffusion dandelion＂. The type of derivative structure is rested with tourism information content and the type of information released microblogging. 3）The time curve shape of tourism information that spreading in the web are related to the specific date of the tourism information released in the web. Thursday and Friday are the peak for the followers to forward tourism information, and information dissemination cycle is generally 10 days. 4）The size of tourism information dissemination space is related to the content of the tourism information, the influence of the micro-blog and the influence of the fans. The transmission spatial concentration degree is related to the spatial distribution characteristics of the fans and the type of micro-biog. 5）Different types of micro-blog users on the spread of tourism information ability is different. Among them, the information communication ability of company micro- blog and person micro-blog is more powerful than the government micro-biog. 6）There are significant differences amongthe different regions of the micro-blog users on the communication ability of the tourism information, tourism information dissemination ability of the eastern micro-blog users and its fans is the strongest, followed by the central region, and the western region is the weakest.