陕西文化旅游品牌网络关注度时空演化特征及其影响因素研究

Temporal and Spatial Evolution Characteristics and Influencing Factors of Cultural Tourism Brand Network Attention in Shaanxi Province

以2014、2017、2020年为时间截面,收集陕西省10地市文化旅游品牌相互关注的百度指数数据,基于社会网络分析的网络密度、中心性、核心—边缘模型、凝聚子群、结构洞和QAP回归分析等方法,对陕西文化旅游品牌网络关注度的时空演化特征和影响因素进行了探究.结果表明:(1)从时间维度看,陕西文化旅游品牌网络密度联系紧密,网络关注度整体有所提升.受2020年新冠肺炎疫情影响,文化旅游品牌相互关注度的高值减少且幅度较大.(2)陕西文化旅游品牌网络关注度的核心区域始终以西安为核心,并由关中地区向陕南地区扩散,核心派系由西安逐渐趋向西安—咸阳.(3)节点城市可分3组,第一组为西安、宝鸡、咸阳;第二组为榆林、延安、汉中、安康;第三组为渭南、铜川与商洛,3组的结构洞优势依次减弱.(4)地区经济水平、旅游发展水平及可达性对于陕西文化旅游品牌网络关注度存在显著影响,而旅游服务设施的影响较弱.

Taking the years of 2014,2017 and 2020 as time sections,Baidu index data of mutual attention about cultural tourism brands of 10 cities in Shaanxi are collected. Based on the methods of network density,centrality,core edge model,cohesive subgroup,structural hole and QAP regression analysis of social network analysis,this paper probes into the temporal and spatial evolution characteristics and influencing factors of Shaanxi cultural tourism brand network attention. The results are as follows.(1)From the time dimension,Shaanxi cultural tourism brand network density is closely linked,and the overall network attention has improved. Influenced by the COVID-19 in 2020,the high value of cultural tourism brand mutual attention has decreased.(2)Xi’an has always been the core area of Shaanxi cultural tourism brand network attention,and the core area of Shaanxi cultural tourism brand network attention has spread from Guanzhong area to southern Shaanxi area. The core faction has gradually moved from Xi’an to Xianyang.(3)The node cities can be divided into three groups. The first group is Xi’an,Baoji and Xianyang,the second group is Yulin,Yan’an,Hanzhong and Ankang,and the third group is Weinan,Tongchuan and Shangluo. The structural hole advantages of the three groups are weakened in turn.(4)Regional economic level,tourism development level and accessibility have a significant impact on Shaanxi cultural tourism brand network attention,while the impact of tourism service facilities is weak.