中国红色旅游政策实施对网络关注度的空间溢出效应——基于语义分析与空间计量的实证

Spatial spillover effect of the red tourism policy on public online attention in China:An empirical study based on semantic analysis and spatial econometric model

从政策供给和公众需求的双重视角对中国红色旅游发展进行研究,有助于自上而下进行旅游资源的调配优化和自下而上调整红色旅游产品的开发创新。整合2011—2019年有关红色旅游的政务服务文本、微博信息文本和中国大陆31个省份的面板数据,使用文本语义分析比较了政策实施和网络关注的差异,从政策空间关联的视角构建空间权重矩阵,应用空间面板杜宾模型,测算红色旅游政策实施对网络关注度的空间溢出效应。结果表明:(1)自上而下的红色旅游政策实施与自下而上的网络反馈之间存在差异。(2)红色旅游网络关注度具有显著的地理和政策空间依赖性,政务服务中对传播红色文化目标的重视是网络关注度空间溢出效应产生的主要原因,政策稳定性则与红色旅游网络关注度呈负相关关系,地方政府间不稳定的竞合关系和政策发展环境的低水平稳态是导致公众对红色旅游关注度不及政策预期的可能原因。(3)在地理和政策空间关联作用下,地区公共服务能力呈现出正向溢出效应,而信息化变量表现为负向溢出效应,加强区域联动和信息化融合是红色旅游政策创新的方向。

This paper compares the goals and implementation effects of the red tourism policy,thus helping public policy makers to allocate and optimize tourism resources. Meanwhile, it is of great significance to help market participants to adjust the development and innovation of red tourism products. Specifically, we firstly integrate government service texts and Sina Weibo texts with the theme of "red tourism" as well as relevant statistical data to form a panel dataset of 31 provincial-level regions in China from 2011 to 2019. Then, the text semantic analysis is carried out to identify policy gap. Furthermore, the spatial weight matrices are built from the perspective of policy spatial relevance. Finally, the spatial panel Durbin model is constructed to estimate the spatial spillover effect of red tourism policy on online attention from the perspective of policy spatial correlation. The findings are as follows.(1) The policy gap exists in the development of red tourism to some extent.(2) The public online attention to the red tourism is significantly dependent on geographic and policy space. The main reason for its spillover effect is that government services attach great importance to the goal of spreading the red culture, but the stability of the policy is negatively correlated with the online attention. The unstable competition and cooperation relationship among governments and the low-level steady state of the policy development environment are possible reasons that cause the public to pay less attention to red tourism than expected.(3) Under the effect of geographical and policy spatial correlation, the regional public service capacity presents a positive spillover effect, while the information variables show a negative spillover effect. Strengthening regional cooperation and integration of information service and other elements is the direction of red tourism policy innovation.