海南旅游景区网络关注度时空分布特征研究——以南山文化旅游区为例

Spatial and Temporal Distribution Characteristics of Online Attention about Hainan Scenic Spots:Taking Nanshan Cultural Zone as an Example

景区可以通过游客网络关注度来预测游客量,进而分析景区的旅游市场演变规律,有针对性地对潜在的游客市场进行宣传营销.基于时间和空间两个视角,文章分析了2011—2018年十一假期及前后一周内海南省南山文化旅游区的网络关注度特征.结果发现:在时间特征上,2011—2018年间的南山文化旅游区网络关注度整体呈上升趋势,且节假日增幅最大; PC网络关注度整体趋于下降,移动网络关注度整体趋于上升;南山文化旅游区与海南其他景区的网络关注度值总体上存在着显著差异.在空间特征上,南山文化旅游区网络关注度主要集中在近距离及经济发达的区域,地理分布较集中.研究认为海南旅游景区应加强新媒体营销宣传,景区间应寻求适合发展的组合营销策略,以市场需求为导向、针对性地进行宣传营销.

Tourists’ online attention can be attached more importance to predict tourist amount,to analyze the evolution law of the tourism market in the scenic spot,and to propagandize specifically the potential tourist market.From the perspective of time and space,this paper analyzes the spatial and temporal distribution characteristics of online attention of Nanshan Cultural Zone during the National Day holidays of 2011-2018 and the weeks before and after.As for time characteristics,the overall attention is on the rise,larger in the holidays and festivals;The PC online attention tends to decline as a whole,and the mobile online attention tends to rise as a whole;There is a significant difference of the online attention value between Nanshan Cultural Zone and other scenic spots in Hainan.In terms of spatial characteristics,the online attention of Nanshan Cultural Zone is mainly concentrated on close-range and economically developed areas,and the geographical distribution is concentrated.