摘要
文章以丽江大研古镇为例,借助多源数据和多元空间分析方法,剖析其线上线下游客集聚热度特征及转化机制,结果表明:1)大研古镇线上线下热度的空间关联程度高、整体分布极不均衡,线上热度排名前10%的空间单元汇聚了超过90%的浏览量与签到量,呈现幂律衰减特征。线下热度排名前10%的空间单元汇聚了超过33.6%的总游客量,呈现以四方街为核心向外围递减的“核心—边缘”格局。2)游客集聚行为是线上线下环境共同作用的结果,游客移动行为、数字内容打卡行为和数字内容浏览行为之间形成正向促进效应。3)旅游古镇在注意力经济的影响下,通过数字媒介流量传播实现线上线下热度的转化。在这一过程中,地方特色资源通过游客的打卡行为转化为数字内容,高质量数字内容通过媒介传播实现注意力资本的积累,从而吸引游客移动与消费行为的集聚,塑造出新的“网红打卡地”。
With the trend of the"Internet of Everything"breaking the time and space boundaries of information dissemination,virtual and real interactive activity spaces are gradually replacing physical activity spaces and becoming the dominant form of carrying out human activities.For the tourist town,the"user-generated content"and community sharing platform represented by TikTok not only improves the convenience of tourists in planning trips,booking products,obtaining real-time information,and sharing experiences,but also enhances tourists'perception and interest in the living environment and cultural atmosphere of the ancient town.Under the background of the integration of virtual and real in the digital age,it is very important to explore the spatial characteristics and internal relations of the online and offline heat of the ancient town for understanding the phenomenon of large-scale tourist gathering.From the perspective of environmental behavior and attention economy theory,this study used multi-source heterogeneous data and spatial econometric analysis methods to take Dayan Ancient Town in Lijiang as an example to explore the following:1)What are the spatial performance characteristics of online and offline popularity in tourist towns?2)What is the potential relationship between online and offline popularity in tourist towns?The results were as follows:1)The spatial correlation between online and offline popularity heat in Dayan Ancient Town was high,and the overall distribution was extremely uneven.The top 10%of the space unit's online popularity contributed to more than 90%of the traffic and attendance,showing clear power-law attenuation characteristics.The top 10%of the space units of offline popularity contributed more than 33.6%of the total tourists,showing a tourist gathering mode with Sifang Street as the core and decreasing to the periphery.2)The spatial and temporal differentiation of tourist volume in ancient towns was the result of the interaction between online and offline environments.In the online dimension,the concentration of tourists,number of digital content punch cards,and number of digital content views formed a positive promotional effect.In the offline dimension,tourists'mobile behavior was positively affected by shopping service facilities,attractions,leisure and entertainment facilities,functional density,building density,and sDNA(spatial Design Network Analysis)proximity(r=400 m),and negatively affected by infrastructure,educational service facilities,and sDNA accessibility(r=n).Tourists'calling behavior was positively affected by accommodation service facilities,infrastructure,and functional density.3)The online and offline popularity of ancient tourist towns was transformed by the influence of digital media traffic on tourists'punching and mobile behavior.In this process,the environmental characteristics and cultural landscapes of traditional villages were packaged as tourism attractions.Local tourism resources were transformed into digital content through tourists'card-making behavior.High-quality digital content accumulated attention capital through traffic transmission,drove tourist movement and consumption demand gathering,and created a new"net red card"in the physical geographical space.
作者
陈笑葵
毛志睿
易纯
高钰桔
Chen Xiaokui;Mao Zhirui;Yi Chun;Gao Yujie(School of Architecture and Urban Planning,Hunan City University,Yiyang 413000,China;Key Technologies of Digital Urban Rural Spatial Planning,Hunan Provincial Key Laboratory,Yiyang 413000,China;Faculty of Architecture and City Planning,Kunming University of Science and Technology,Kunming 650500,China;School of Application and Innovation in Information Technology,Yuncheng Vocational And Technical University,Yuncheng 044000,China)
出处
《热带地理》
北大核心
2025年第7期1189-1200,共12页
Tropical Geography
基金
国家自然科学基金(52168004)
湖南省教育厅科学研究项目(24C0461)。
关键词
旅游者行为
虚实空间交互
网红打卡点
旅游古镇
数字媒介
注意力经济学
丽江大研古镇
tourist behavior
physical-virtual space interaction
viral photo spots
historic tourism town
digital media
attention economics
Dayan Old Town,Lijiang
