基于旅游数字足迹的国内游客时空行为研究——以武夷山景区为例

Study on Temporal-spatial Behavior of Domestic Tourists in Mount Wuyi Based on Tourism Digital Footprints

旅游数字足迹能高效获取海量数据的优势,为研究游客时空分布规律提供新的可能性。利用八爪鱼采集器抓取携程网和马蜂窝上的游记,筛选符合要求的404篇作为时间分布数据,286篇作为空间分布数据。基于旅游数字足迹和线上问卷调查,运用UNCINET软件构建武夷山游客空间分布网络,分析“核心-边缘”组别、中心度和结构洞,并用GEPHI进行可视化表达。研究表明,武夷山游客时空间分布受网络位置关系、网络媒体宣传以及景点网络口碑影响。结论如下:(1)武夷山景区为“全天型”景区,“短假期”效应明显,季节分布集中。(2)武夷山景区空间上呈不均衡分布,核心组内部凝聚力强,联结密度高达0.927;边缘组联系不紧密,内部联结密度仅为0.056。(3)受旅游活动、景点空间位置等原因影响,旅游节点各时段游客空间分布呈不均衡状态。

Tourism digital footprint refers to a series of call records, texts, pictures and other electronic traces produced by tourists when they update or share information through the Internet, communication equipment and other information facilities. Tourism digital footprints can obtain huge amounts of date efficiently, which provide new possibilities for studying the temporal-spatial behavior of tourists. This paper takes Mount Wuyi scenic spot as an example to explore the application of digital footprint theory in the analysis of tourists’ spatial-temporal behavior.Using Octoparse date collector collected the online travel notes. Based on the questionnaire survey, the author studies the temporal behavior information of domestic tourists. Based on social network analysis, the study constructs the spatial distribution network of tourists. UCINET is used to measure network characteristics, including the "core-edge" group analysis, centrality and structural holes. GEPHI is used for visual expression.Further research shows that network location relationship, online media publicity and IWOM of scenic spots all affect the temporal-spatial distribution of tourists to some extent. In the spatial network, the tourism nodes close to the core spots benefit from the driving role of the core spots, and bearing the functions of travel channels and transit nodes. In terms of itinerary selection, tourists tend to choose local scenic spots that match the keywords advertised by online media. Popular attractions recommended by search engines and online travel agencies affect the spatial and temporal distribution of tourist destinations.Conclusions can be drawn as follows:(1)Mount Wuyi scenic area is "all-day" scenic area which "short vacation" effect is obvious and seasonal distribution is concentrated. The peak season of Mount Wuyi scenic spot is spring and autumn, which is mainly affected by traditional activities, such as Spring Festival, Mid-Autumn festival and National Day.(2)The spatial distribution of Mount Wuyi scenic area is uneven. The internal cohesion of the core group is strong, and the connection density is as high as 0.927. With high accessibility and adjacent spatial location, the core nodes have distinct local characteristics and are attractive to tourists. While the marginal group is not closely connected, the internal connection density is only 0.056. Most of the marginal nodes are located in remote areas with low publicity, which makes it difficult to attract the flow and transfer of tourists from the core nodes.(3)Due to the influence of tourism activities, scenic spots and other factors, the spatial distribution of tourists at different periods of the tourism nodes is unbalanced. In the future, the research may try to combine the comments on tourism destination products, short video sharing of destination, travel live platforms and so on. Future research can further dig the tourist behavior information and expand the research field of tourism digital footprint.