中国红色景区抖音网络关注度的空间差异及其影响因素

Spatial Difference and Influencing Factors of Douyin's Network Attention of Red Scenic Spots in China

基于抖音用户、抖音话题等网络关注度数据,运用位序—规模、核密度、最邻近指数等方法对中国红色旅游景区网络关注的空间差异及驱动力因素进行分析。研究发现:(1)从位序—规模曲线和分形维数q来看,规模序列结构呈现出高位景区优势明显且局部产生极化效应,中部发育较好,而低位序发育质量差异较大。(2)从空间格局来看,整体上呈现“六大核心、多极成长”的格局,其中高值集聚区主要分布在京津冀、川陕、鄂豫皖等地。从集聚模式来看,除中等水平区呈低水平集聚外,其余水平区呈显著凝聚分布。(3)从等级与类型划分来看,高水平景区尤其是5A级景区,如天安门广场、中国国家博物馆、南京大屠杀遇难同胞纪念馆和红旗渠等知名景区,其视频营销能力强且有专业化团队支撑,呈现“强宣传、强关注”特点,且高影响力景区以景区名称、参观景点、景区关键词为主题的推广效益佳、用户黏性大,而与景区关联弱的主题占比低;中等水平景区以“强宣传、强关注”与“弱宣传、弱关注”类型为主;低水平区主要是以参与式体验、景区名为主题,且宣传质量和视频吸引力不强,致其推广效益差且关注水平低,急需提升营销水平和专业推广力度。(4)从影响因素来看,主要因子为网络渗透力、服务业支撑力和人口量级支撑力,次要因子为旅游市场活力、地区经济支撑力、交通优势度以及景区基础实力,一般作用因子有城市等级水平、市场推广力和区域平台支撑力等。

Based on the data of network attention of Douyin APP,this study uses the methods of the rank-size model,the kernel density and the nearest neighbor index to analyze the spatial pattern and influencing factors of red scenic spots in China.The results show that:1)From the perspectives of the fitting curve and the q value of rank-size model,it shows obvious advantages and local polarization effect in the high-rank red scenic spots,and better development in the middlerank red scenic spots,while the red scenic spots at low-rank level show lager difference in terms of the development quality.2)From the perspective of spatial pattern,the overall pattern is characterized by six core areas and multiple growth poles.In addition,hot spots are mainly distributed in Beijing-Tianjin-Hebei region,Sichuan Province,Shaanxi Province,Hubei Province,Henan Province and Anhui Province.From the spatial agglomeration model,in addition to the middle-level areas showing the low aggregation pattern,other types of areas show a significant condensed distribution state.3)From the classification results of levels and types of red scenic spots,high-level scenic spots,especially 5A-level scenic spots,such as Tian'anmen Square,National Museum of China,Nanjing Massacre Memorial Hall and Red Flag Canal,have strong marketing capabilities of short videos and the significant support of professional team,whose publicity is very strong and have received high attention,and the leading scenic spots have a higher proportion with scenic spot names,visiting scenic spots and key words of scenic spot names.The medium-level types of red scenic spots are mainly"strong publicity,strong attention"and"weak publicity,weak attention";The theme of low-level scenic spots is participatory experience and name of scenic spots,but they do not pay attention to the publicity mode of short videos,which makes the network attention of scenic spots especially low and the appeal of videos is also weak.So there is a large difference in the proportion of theme between low attention scenic spots and leading scenic spots.4)From the perspective of influencing factors,the penetration of network,the support of modern service industry and the support of population are the main factors,the secondary influencing factors are the vitality of tourism market,regional economic level,the convenience of traffic and basic strength of the red scenic spots,the factors that do not have significant explanatory power are the hierarchical systems of cities,marketing power and the intensity of interregional assistance.