基于位置大数据的旅游交通需求现状评价方法——以宁波方特主题公园为例

Evaluation Method of Tourism Traffic Demand Based on Position Big Data——Taking Ningbo Fangte Theme Park as an Example

旅游交通作为一种特殊的交通出行目的,如何研究旅游交通人群的出行特征,是一项具有挑战性的研究任务,旅游交通现状出行特征评估也是旅游交通规划的基础内容,同时通过常规的入户问卷调查方式,很难获取该类人群的活动特征。该文重点针对旅游交通(从出发地到达景区这部分旅游交通出行行为),利用已有位置大数据研究成果,深入研究使用位置大数据(如手机信令数据),进一步识别旅游交通出行人群,结合旅游出行链模式识别,建立参考的评估指标体系,并对其行为特征进行分析。最后以宁波杭州湾新区方特主题公园为例,开展实证研究分析。

As a special purpose of transport,it is challenging to study the travel characteristics of tourism groups.The evaluation of travel characteristics of tourism traffic status is also the basis of tourism traffic planning.Meanwhile,it is difficult to obtain the activity characteristics of the group through household survey.This paper focuses on the tourism traffic(from the starting point to the scenic spot),through in-depth study on the location big data(such as mobile phone signaling data),further identifies the tourism group.Combined with the pattern recognition of tourism travel chain,this paper establishes an evaluation indicators system,and analyzes behavior characteristics.Finally,this paper takes the Fangte theme park in Hangzhou Bay new area of Ningbo city as an example to carry out empirical research and analysis..