新质生产力背景下电商与旅游耦合水平及驱动因素研究——基于安徽阜阳市的实证研究

Research on the Coupling Level and Driving Factors of E-commerce and Tourism under the Background of New Productive Forces--Empirical Research Based on Fuyang City,Anhui Province

旅游与电子商务耦合协调发展是旅游业实现高质量发展必须面临的重要问题,也是实现经济高质量发展的基础与前提。文章选取2013—2022年阜阳市旅游业和电子商务相关数据,借助耦合协调度模型与灰色关联分析法,分析10年来阜阳市旅游业与电子商务耦合发展水平及驱动因素。结果显示:阜阳市旅游业与电子商务发展整体上处于电子商务主导型,旅游业滞后型阶段,呈现出良好协调趋势,尚需进一步优化提升;消费市场、资源及配套设施等产业基础是影响旅游业和电子商务各自发展的重要因素;交通运输、仓储和邮政业增加值,住宿、餐饮业增加值,网络零售额对旅游业与电子商务耦合协调发展的驱动作用最大。据此,本文建议充分利用电商平台整合旅游产业资源,拓展产品销售渠道;推广旅游+电商模式,促进旅游电商产业进一步融合;加强数字基础设施建设应用;提升旅游吸引力,拓展长三角消费市场。

The coordinated development of tourism and e-commerce is an important issue that the tourism industry must face to achieve high-quality development,and also the foundation and prerequisite for achieving high-quality economic development.The article selects data related to the tourism industry and e-commerce in Fuyang City from 2013 to 2022,and uses the coupling coordination degree model and grey correlation analysis method to analyze the level and driving factors of the coupling development of tourism and e-commerce in Fuyang City over the past 10 years.The results indicate that the overall development in Fuyang City with dominating e-commerce and lagging tourism,showing a good coordination trend,needs further optimization and improvement;the consumer market,resources,and supporting facilities in the industrial foundation are important factors that aff ect the development of tourism and e-commerce respectively;the added value of transportation,warehousing,and postal industries,that of accommodation and restaurant industries,and online retail sales have the greatest driving eff ect on the coordinated development of tourism and e-commerce.Based on this,it is recommended to fully utilize e-commerce platforms to integrate tourism industry resources and expand product sales channels;promote the tourism+e-commerce model and further integrate the tourism e-commerce industries;strengthen the construction and application of digital infrastructure;enhance tourism attractiveness and expand the consumer market in the Yangtze River Delta.