“名人效应”对国际入境旅游的影响——来自桂林的证据

Influence of“Celebrity Effect”on International Inbound Tourism——Evidence from Guilin

名人效应是影响旅游需求的一个重要非经济影响因素,文章旨在通过关注外国政治名人到访桂林的外事活动,分析外国政治名人对桂林入境旅游需求的名人效应。基于1981—2019年桂林22个入境旅游客源国面板数据,运用修正旅游引力模型进行实证分析,结果表明:外国政治名人因其身份的特殊性会引发政治名人效应,其访问桂林累计次数每增加1%,外国人入境旅游人数会增加0.152%,对桂林入境旅游需求产生了积极影响。此外,外国政治名人对桂林入境旅游的影响具有显著区域异质性,名人效应在亚洲国家中的影响力高于欧洲、美洲和大洋洲。

Since celebrity effect was an important non-economic factor affecting tourism demand,relevant researches focused on analyzing the role of historical celebrities and film celebrities in tourism demand market,while few researches on political celebrities.Therefore,after focusing on the foreign affairs activities of foreign political celebrities visiting Guilin,this paper analyzed the celebrity effect of Guilin’s inbound tourism demand.Based on the panel data of 22 source countries of inbound tourists in Guilin from 1981 to 2019,it made an empirical analysis with the modified tourism gravity model.The results showed that:Foreign political celebrities would cause political celebrity effect due to the particularity of their identities.When the cumulative number of their visits to Guilin increases by 1%,the number of inbound tourists would increase by 0.152%,which had a positive impact on the demand for inbound tourism in Guilin.In addition,the influence of foreign political celebrities on inbound tourism in Guilin had significant regional heterogeneity,and the influence of celebrity effect in Asian countries was higher than that in Europe,America and Oceania.Finally,this paper put forward some suggestions on Guilin’s tourism development and overseas tourism marketing promotion as the reference for future development.