基于社会网络理论的客源流对比分析——以沪宁杭团队客源流网络为例

以长三角地区为研究范围，建立了来自沪宁杭三地的团队客源流网络模型。借鉴社会网络分析理论与方法。运用网络密度指标和节点中心性指标，对来自沪宁杭三地的团队客源流网络进行对比分析。得出结论：（1）沪宁杭团队客源流网络的密度均在0．1左右。说明团队旅游线路产品中，目的地城市组合不丰富。（2）三地客源至单目的地的线路数量均超过各自线路总数的78％。说明在长三角范围内，沪宁杭团队客源流的路径均是以单目的地线路为主、多目的地环游线路为辅。（3）通过节点中心性指标计算可见，杭州是南京、上海团队客源的重要目的地城市；南京是上海团队客源会选择的次级重要目的地城市，对杭州团队客源吸引力不足；对南京和杭州两地团队客源而言，上海作为目的地城市的吸引力匮乏．

Comparative Analysis of Tourist Flow Based on the Social Network Theory Case Study on Tourist Group Flow Network

In recent years , the method of social network analysis has been introduced into tourism studies . It can describe the structural forms and the characteristics of networks from a microcosmic perspective ,which helps to improve tourism flow study. This paper takes Yangtze river delta as research scope , established tourist--flow--network models from Shanghai, Nanjing and Hangzhou. Then it makes a comparative analysis of tourist--group--flow--networks from the three districts by the social net- work theory ,which offers network density index and nodes centrality index. It is concluded that the density of three networks were around 0.1 ,which indicates the tourism itinerary products in the tourism market of Shanghai , Nanjing and Hangzhou are not diversified. Meanwhile , the path of tourism itineraries from the three districts can be divided into two kinds , the single desti- nation routes and multi--destination lines. The number of tourism itinerary from Shanghai , Nanjing and Hangzhou to single des- tination are all over 78~ . That was to say ,the tourist group flows of all the three districts take single destination itinerary as pri- ority. Based on the calculation of nodes centrality index , we can definite the roles of different nodes in a network . It was found that Hangzhou is the most important tourism destination city to tourist groups from both Shanghai and Nanjing ;while Nanjing is also an important destination to Shanghai tourist groups ,but it lacks attraction to Hangzhou team tourists ;however, as a tourism destination ,Shanghai is not welcomed by either Hangzhou or Nanjing tourist groups as the other two cities. According to the re- suits ,the paper appeals to the decision--makers for the significance of construction in tourism destinations, so that we can pro- duce more abundant tourism products. This paper also suggests developing more line products for depth tourism ,so as to meet the demand of tourists from Yangtze river delta. At the same time,Nanjing should pay attention to the development of tourism market in other provinces. As an international metropolis, Shanghai can attract tourists with the outstanding urban tourism re- sources, and try to play the role of tourist flow intermediary city well,using the advantage of location at the junction of Jiangsu and Zhejiang provinces.