国家重点风景名胜区网络关注度与游客量的错位特征及机理

利用百度指数构建国家重点风景名胜区关注度网络,揭示网络结构特征,进一步分析网络关注度与现实游客量之间"错位"特征及其影响机理。国家重点风景名胜区关注度网络具有菱形结构特征,菱形的四个顶点分别位于北京、广东、四川、上海,网络结构特征受现实经济发展的影响较大。国家重点风景名胜区总体上"名不副实"类占到大多数,人口分界线西北侧景点大部分"名不副实";"名小于实"与"名副其实"的地区主要交错分布在人口分界线东南部。国家重点风景名胜区游客量的影响机制相对复杂,网络关注度只是其中的一个影响因素,而不是决定因素,这也是导致其"错位现象"的主要原因。国家重点风景名胜区现实游客量是诸多因素"合力"作用的结果,网络关注度只是在中西部地区作为交互主导因子之一。未来需要进一步完善国家级风景名胜区的"考核评价机制",针对不同类别的国家重点风景名胜区,需要有针对性地开展宣传营销。

The Dislocation Characteristics and Mechanism of Network Attention and Tourists about Chinese National Scenic Spots

This article uses the Baidu index to construct the attention network of Chinese national scenic spots,reveal the characteristics of network structure,and further analyze the"dislocation"characteristic between network attention and actual visitors and its impact mechanism.The attention network of Chinese national scenic spots has rhombic structure characteristics.The four vertices of the rhombus are located in Beijing,Guangdong,Sichuan and Shanghai.The characteristics of network structure are greatly influenced by the development of regional economy.On the whole,most of the Chinese national scenic spots are in the category of"name does not correspond to reality",which is basically located in the northwest of the population demarcation line;the areas of"name is less than reality"and"name is worthy of reality"are mainly staggered in the southeast of the population demarcation line.The influence mechanism of tourists in Chinese national scenic spots is relatively complex,and the network attention is only one of the factors,not the decisive factor,which is also the main cause of its"dislocation phenomenon".The actual tourists of Chinese national scenic spots is the result of the combined efforts of many factors,and network attention is one of the interactive leading factors only in the Central and Western regions.In the future,we need to further improve the"assessment and evaluation mechanism"of Chinese national scenic spots,for different types,there is a need for targeted publicity and marketing.