县域全域旅游目的地自助游网络结构及优化——以武夷山市为例

Structure and optimization of self-service tourism network in county holistic tourism destination—The case of Wuyishan City

以武夷山全域旅游目的地为研究对象,用社会网络分析方法,通过网络游记挖掘自助游客的“数字足迹”,构建县域全域旅游目的地自助游网络,分析网络结构特征.研究发现,武夷山自助游的旅游节点较多,节点吸引物类型多样;整体网络密度低,节点分布不均衡,中心化趋势明显;网络结构核心边缘分层明显,核心区节点主要集中在武夷山风景名胜区内,其他节点大多处于边缘地位.提出了县域全域旅游目的地自助游网络结构优化建议:做好目的地淡旺季差异营销;做好核心、次核心节点游客流管理工作;提高边缘节点旅游竞争力;开展核心边缘节点联合经营;做好“旅游+”产业融合发展等.

Wuyishan City holistic tourism destination is taken as the research object,by aid of social network analysis method,the“digital footprints”of self-service tourists are mined through the network travel notes to build tourism flow network,and its structure characteristics is analyzed.The results show that there are many self-service tourism nodes in Wuyishan holistic tourism destination,and the types of node attractions are various;the density of the whole network is low,the distribution of nodes is unbalanced,and the trend of centralization is obvious;the core and edge of the network structure are obviously layered,and the nodes in the core area are mainly concentrated in Wuyishan scenic spot,while most of the other nodes are in the edge position.Based on this,some suggestions are put forward to optimize the network structure of self-service tourism in the county holistic tourism destination,such as doing well differential marketing in light and peak seasons,doing well tourist flow management of core and sub core nodes,improving the tourism competitiveness of edge nodes,carrying out the joint operation between core and edge nodes,and doing well integrated development of“tourism plus”industries.