应用舆情大数据监测乡村旅游动态变化的实验性研究

An Experimental Study on the Application of Public Opinion Big Data to Monitor the Dynamic Changes of Rural Tourism

新冠肺炎疫情给旅游业带来了沉重打击,要了解在这种重大危机事件背景下旅游业发展的动态变化情况,传统的统计方法由于时效性不足而显得力不从心,而应用大数据方法解决乡村旅游等重大旅游发展问题则迎来新的发展契机。“新浪舆情通”大数据系统的海量基础数据,为开展监测乡村旅游动态变化的实验性研究提供了数据支撑。将疫情前后划分为疫情前、疫情总体阻击战(一)、疫情总体阻击战(二)和常态化疫情防控四个时间段,通过“新浪舆情通”查询四个时间段的乡村旅游报道量、话题热度分布、信息来源分布等重要数据,发现并分析新冠肺炎疫情前后乡村旅游发展的整体趋势和阶段性特征。研究表明,经过大数据整合的舆情信息能够准确反映游客对乡村旅游的心态变化和需求变化,比传统统计方法更具有时效性。

The COVID-19 outbreak has dealt a major blow to tourism industry. To understand the dynamic changes of tourism development in the context of such major crisis events, traditional statistical methods seem to be inadequate due to its lack of timeliness, hence the application of big data methods is used to solve major tourism development problems such as rural tourism ushers in a key opportunity. Based on the massive basic data of "Sina MData", this paper carries out the experimental research on monitoring the dynamic changes of rural tourism. In this paper, the pre-and post-epidemic era are divided into four periods??pre-epidemic, general battle of epidemic prevention and control(part one), general battle of epidemic prevention and control(part two) and regular epidemic prevention and control;besides, important data such as the number of rural tourism reports, the distribution of topic popularity and the distribution of information sources in four periods are searched through "Sina MData". The overall trend and characteristics of rural tourism development in pre-and post-epidemic era are found and analyzed. The research shows that the public opinion information integrated by big data can accurately reflect the change of people’s mentality and demand for rural tourism and has better result than traditional statistical methods in terms of timeliness.