旅游目的地网络关注度与关注重心的时空变化——以南京市为例

A Study on the Spatial and Temporal Changes of Tourism Destination Network:Taking Nanjing City as an Example

基于2011—2015年全国31个省市自治区与直辖市对南京旅游网络关注度百度指数,使用泰尔指数,重心模型等方法,分析南京旅游网络关注度的区域差异与空间分布均衡程度,通过关注度重心的动态变化揭示其未来的发展趋势,以期为南京旅游产品的对外营销的侧重地区提供重要参考。研究发现:1)2011—2015年,南京旅游网络关注度总体呈平稳态势,2015年出现小幅回落;2)区域总体差异与区域间差异较为稳定,区域间差异显著;3)区域内部差异是造成区域总体差异的重要原因;4)南京旅游网络关注度位序与南京旅游客源地客流位序存在一定相关性;5)南京旅游网络关注度重心大致呈现东北—西南—东北的移动轨迹,关注度重心位于华东与华中地区交界处。

This article is based on 31 provinces and autonomous regions and municipalities directly under the central government of Nanjing tourism online attention Baidu index during 2011—2015.Theil index and methods of center of gravity model are used to analyze regional difference of the Nanjing tourism online attention and spatial distribution of equilibrium degree,reveal through the dynamic changes of the attention center of gravity and its future development trend,in order to focus on areas of Nanjing tourism products of foreign marketing to provide important reference. Research findings ：（1）in 2011—2015,the overall attention of Nanjing tourism network showed a steady trend,with a slight decline in 2015;（2） regional and regional differences are relatively stable,and regional differencesare significant;（3） regional differences are the important reasons for regional overall differences;（4）there is a certain correlation between the focus sequence of Nanjing tourism network and the passenger flow sequence of Nanjing tourism source;（5） the focus of Nanjing tourism network mainly shows the movement trajectory of northeast-southwest-northeast,and the focus is on the junction of east and central China.