文旅网红城市可持续发展内生动力探究——以山东省淄博市为例

Exploring the Intrinsic Driving Forces of Sustainable Development of Cultural and Tourism"Internet Hot"City——Taking Zibo as an Example

近年来,网红城市成为引领城市文化旅游的风向标,而网红出圈的偶然性预示着其生命周期具有短暂性,如何让“网红”走向“长红”,实现网红城市的可持续发展成为大众关注的焦点。以凭借“淄博烧烤”事件爆火的网红城市淄博为例,运用大数据爬取技术,从时间维度对新浪微博平台进行舆情监测,揭示网红事件从形成、高涨、波动到最终淡化的生命周期,并深入探究网红事件本身的红利属性,以及城市走红所付出的代价,进而从“网红本身”和“城市整体”两个维度提出发展策略:一方面充分发挥网络红利的余热,借助网络媒介让品牌“走出去”,将游客“引进来”;另一方面通过区域层面的协调统筹和城市层面的建设管理,提高城市竞争力,实现网红城市的对外传播和对内整治,从而实现城市的可持续发展。

In recent years,internet hot cities have become a leading indicator of urban cultural tourism,and the randomness of internet hot emergence indicates that their life cycle is short.How to make"internet hot"become"permanent hot"and achieve sustainable development of internet hot cities has become a focus worthy of public consideration and attention.This article takes the internet hot city of Zibo,which was hit by the"Zibo Barbecue"incident,as an example.It uses big data crawling technology to monitor public opinion on the Sina Weibo platform from a time dimension,revealing the life cycle of internet hot events from formation,rise,fluctuation to ultimate dilution.It also delves into the dividend attributes of internet hot events themselves and the cost of being an internet hot city.Based on this,development strategies are proposed from the dimensions of"internet hot itself"and"city as a whole":on one hand,fully utilize the residual heat of internet dividends,use internet media to make brands"go out",and attract tourists;On the other hand,through regional coordination and urban construction management,urban competitiveness can be improved,and the external communication and internal rectification of internet hot cities can be achieved,thereby achieving sustainable development of the city.