我国城市夜间文旅消费集聚区网络口碑空间格局及影响因素分析

Spatial Pattern and Influencing Factors of Internet Word-of-Mouth of Night Culture and Tourism Consumption Areas in Chinese Cities

夜间文旅消费集聚区已成为点亮城市夜间经济的重要载体,提升其消费体验是推动集聚区高质量发展、释放经济潜力的有效途径。该文基于省级以上夜间文旅消费集聚区与携程旅行平台点评数据,结合最近邻指数和核密度分析探究集聚区及其网络口碑的空间分布特征,并进一步利用地理探测器探讨各城市夜间文旅消费集聚区网络口碑的影响因素。结果表明:①我国夜间文旅消费集聚区集中分布在胡焕庸线东南半壁,不同类型夜间文旅消费集聚区具有空间差异性;②夜间文旅消费集聚区网络口碑整体较好,呈“两极多核”分布态势,高值区基本分布在胡焕庸线以东的“钻石菱形”区域,而核心区及次核心区多位于我国“T”形开发轴带区域;③社会消费品零售总额、第三产业增加值及常住人口等社会经济因子对城市夜间文旅消费集聚区网络口碑影响较大,其中社会消费品零售总额是影响集聚区网络口碑的主导因子,并与百度搜索指数成为主导交互因子。为此,在城市夜间文旅消费集聚区建设及开发过程中应合理培育和布局夜间经济增长极,提升消费满意度,推动形成高质量夜间文旅消费集聚区。

Night cultural and tourism consumption areas(NCTCAs)have become an important carrier to light up the city′s night-time economic(NTE).Improving the consumption experience of NCTCAs is an effective way to promote the high-quality development of NCTCAs and release their economic potential.Based on the review data of NCTCAs and Ctrip travel platform above the provincial level,this paper analyzes the spatial distribution characteristics of NCTCAs and their Internet word-of-mouth(IWOM)by combining nearest neighbor index and kernel density estimation methods,and further discusses the influencing factors of IWOM of NCTCAs based on Geodetector.It is found as follows.①The NCTCAs in China are mainly distributed in the southeast of Hu Line,and the different types of NCTCAs have spatial differences.②The IWOM of the NCTCAs is generally good and presents a spatial pattern of"two poles and multiple cores".The high-value areas of IWOM are basically distributed in the"diamond arrangement"area in east of Hu Line,while the core areas and sub-core areas are mostly located in the"T-shaped"development axis zone in China.③Socio-economic factors such as urban consumption power,tertiary industry and population have a strong influence on IWOM of NCTCAs.Among them,total retail sales of consumer goods are the dominant factor,which together with the Baidu search index constitute the leading interactive factors of IWOM for various NCTCAs.Therefore,in the process of construction and development of NCTCAs,we should reasonably cultivate and lay out the economic growth poles at night,improve consumer satisfaction and promote the formation of high-quality NCTCAs.