网红旅游吸引物特征、形成机理与发展策略

Research on the characteristics and formation mechanism of the cyber hot attractions

网红旅游吸引物是指在网络上拥有较高关注度并吸引游客前往实地游览、体验(打卡)的事物或现象。本研究系统分析了国内旅游城市知名网红吸引物表明,目前网红旅游吸引物主要分布于传统文化型旅游城市,划分为观光型和体验型两种类型,偏好群体以中青年旅游者为主,同时网红旅游吸引物自身也具有“新特小”、生命周期短暂、文化内涵不足等特征。形成机理分析表明,经济收入、闲暇时间与交通条件是网红旅游吸引物形成的基础条件;而求异心理、移动互联、智能终端、社交平台等是网红旅游吸引物形成的客源地推力因素;特色资源、文创、政策及关键意见领袖等则是网红旅游吸引物形成的旅游地拉力因素。本研究在网红旅游吸引物梳理、分类基础上,通过分析归纳网红旅游吸引物特征,基于推拉理论模型系统剖析网红旅游吸引物形成机理,并提出网红旅游吸引物可持续发展策略。

Cyber hot attraction refers to the thing or phenomenon that has a high attention on the Internet and draws the tourists to visit or experience in tourism destination. Based on the analysis of cyber hot attractions in China, this study finds that the cyber hot attractions are mainly distributed in the traditional cultural tourism cities, and can be divided into the type of sightseeing and experience. The group which prefers to the cyber hot attractions is the young and middle-aged tourists.The cyber hot attractions also have the characteristics of novelty and small, short life cycle and insufficient cultural connotation.The research of form factor shows that the income, leisure time and traffic are the basic conditions of the cyber hot attractions,the psychology, mobile internet, intelligent terminal, and social media platform are the pushing factors, and the special resources,cultural innovation, policy and the key opinion leaders are the pulling factors of the formation of cyber hot attractions.