中国5A级旅游景区微信公众号功能建设水平空间特征研究

A Study of Spatial Characteristics of WeChat Official Accounts’Function Construction Level of 5A Scenic Spots in China

文章基于对中国259家5A级旅游景区的官方微信公众号功能建设水平的测评结果,利用GIS平均中心法、标准差椭圆法、分区均值比较法、分级频率统计法等方法,对中国5A级景区微信公众号功能建设水平的空间分布特征展开研究。结果显示:(1)从景区微信公众号功能建设综合水平看,东部地区微信公众号功能建设水平高的景区数量和比例最高,微信公众号功能建设高水平景区呈现向东南方向集中的空间特征;西部5A级景区数量虽然少于东部,但其微信公众号功能建设综合水平均值和中高及以上水平的景区比例最高。(2)从景区微信公众号4个一级功能的建设水平看,在地服务类功能建设水平加权平均中心向东偏移最多,且呈现较明显的集中态势;交流咨询类功能建设水平加权平均中心向西偏移最多;信息类和电子商务类功能建设水平加权平均中心偏移及集中态势均不明显。东、中、西部比较结果显示,西部地区景区微信公众号信息类、电子商务类、交流咨询类3个一级功能建设水平的均值和中高及以上景区比例均为最高,东部地区景区微信公众号仅在地服务类功能的建设水平明显高于西部和中部地区,中部地区景区微信公众号的4个一级功能建设水平均值均最低。研究表明,在以微信公众号为代表的基于移动互联网的景区信息化建设中,西部地区高级别景区逐渐赶超东部和中部地区高级别景区,东、西部趋向更均衡的发展。

Based on evaluation results of function construction levels of the WeChat official accounts(WOA)of 2595A scenic spots in China,this paper analyzed the spatial distribution characteristics of the function construction level of 5A scenic spots’WOAs in China by using the average center method and standard deviation ellipse method of GIS,and the method of comparing mean value and frequency statistics of grading level among various areas.The findings are:(1)a weighting of the average center of the comprehensive level of the WOAs’function construction shows that east region boasts the largest number and highest percentage of scenic spots that possess high-level WeChat official accounts spatially featured that concentration shifts to the southeast;the number of 5A scenic spots in the west is less than that in the east while the mean value and proportion of mid-high and above levels of scenic spots in terms of the WOAs’comprehensive function construction in the west are both the highest.(2)From an analysis of the level 1 function construction level of the WOAs in the scenic spots,the weighted average center of the local service function construction has shifted most to the east,and the spatial distribution of this function has shown a more concentrated trend;the weighted average center of the consultation function shifts most to the west,but the concentration is not obvious;the weighted average center of the information and e-commerce functions shift very slightly,and the concentration trends of these two functions are not obvious;all functions of information,e-commerce,and communication consulting show the highest mean value and proportion of mid-high and up level in terms of scenic spots’WOAs’function construction in the western region;and the function of local service’s mean value and proportion of mid-high and up level is highest in the east region.These findings suggests that in the construction of scenic spot WOAs based on the mobile Internet,the western region has gradually caught up with the eastern and central regions,and tourism information development in the mobile internet era tends to be more balanced between the east and west.