| The data of network tourism information originate from web text,Taking Pan-Yangtze River Delta as an example,the paper use the method of Spatial analysis,social network analysis and structural equation model to research online tourist flow scale and flow direction network structure.Then,Taking Jiangsu Province as an example,Comparative analysis of online tourist flow and real tourist flow spatial structure.Finally,the paper research mechanism of online tourist flow spatial structure and different mechanism of online tourist flow spatial structure and real tourist flow spatial structure.The thesis mainly studies three contents:Part one mainly research online tourist flow scale and flow direction network structure.Using the method of Spatial analysis to analyzes online tourist flow scale spatial structure characteristics.Taking advantage of social network analysis to study online flow direction network structure characteristics.Part two mainly research spatial structure difference between online tourist flow and real tourist flow,taking Jiangsu province for example.Using the method of Spatial analysis to study spatial structure difference between online tourist flow scale and real tourist flow scale.Then,Taking advantage of social network analysis to study network structure difference between online flow direction network and real flow direction network.Part three mostly discuss mechanism of online tourist flow spatial structure and mechanism difference between online tourist flow and real online tourist flow.Firstly,taking Pan-Yangtze River Delta as an example,based on the theory of push-pull,using the method of correlation analysis to discuss mechanism about online tourist flow scale and flow direction.Secondly,taking Jiangsu province as an example,the paper try to research mechanism difference between online tourist flow and real online tourist flow.Through the research,conclusions are drawn as follows:(1)PYRD's spatial structure of online tourist flow scale present concentric +S shape and marked "The Northwest-Southeast" pattern.In Pan-Yangtze River Delta,network connection of online tourist flow is not close.network density presents a decreasing from Zhejiang province,Jiangsu province to Anhui province.In the network,forming three cohesive subgroups which are effected less by space.Core-periphery structure is obvious,the role of cities in the network is different.Effect of the core on the edge is small.Core cities include Shanghai,Nanjing,Wuxi,Suzhou,Hangzhou,Ningbo and Jiaxing.Degree centrality of Shanghai,Nanjing and Hangzhou is highest,These cities not only are core but also collection and distribution gateway.Huangshan city is obvious as channel.(2)Hot spot of online tourist flow scale present decline according to sequence of Zhe,Su and Wan.Spatial difference of online tourist flow scale is remarkable about three provinces.In Jiangsu province,Shanghai-Nanjing Line is hot spot of online tourist flow scale,others is cold spot.Point axis space structure is obvious.In Zhejiang province,the north of Zhejiang is hot spot,In contrast,the south of Zhejiang is cold spot.In Anhui province,the south of Anhui province is hot spot,the others is cold spot.Tourist flow scale is gradient diffusion from the south to the north.Network structure difference of online tourist flow is among Jiangsu,Zhejiang and Anhui is clear.In Jiangsu and Anhui,online tourist flow network presents double cores-periphery structure.But in Zhejiang,presents structure of cores-periphery and enclave.(3)In Jiangsu,online and real tourist flow scale of Shanghai-Nanjing Line is hot spot,others are cold spot,Point axis space structure is obvious.In Jiangsu,online tourist flow scale agglomeration is stronger than real tourist flow scale.coupled analysis shows that the north and coastal of Jiangsu present imbalance,but south and middle of Jiangsu present balance.In terms of Jiangsu,real tourist flow network development is better than online.Cities' role in online and real tourist flow network is divided into two kinds of roles,similarity of the role and role malposition.similarity of the role include Nanjing,Suzhou,Xuzhou and Huai'an.Other cities of Jiangsu are role malposition.Suzhou,Wuxi,Changzhou,Nanjing and Xuzhou are stable core members which are mostly lie in south of Jiangsu.(4)Online tourist flow network of Pan-Yangtze River Delta is effected by various dynamic factors.For Pan-Yangtze River Delta,dynamic factors of online tourist flow scale and flow direction network structure are basically identical.Main dynamic factors are regional economic conditions,regional service industry level,regional network economy and network marketing.Traffic infrastructure is restrictive conditions.Online tourist flow scale spatial structure is effected by regional tourism economy,regional service industry level,regional economic conditions,tourist service facilities and network marketing.In addition,tourist resources is one of the factors.Traffic infrastructure and location restricts online tourist flow scale of Pan-Yangtze River Delta.Online tourist flow direction is effected by regional service industry level,regional economic conditions and tourism resource,Traffic infrastructure is still restrictive factor.Effection of network marketing and tourist service facilities to online tourist flow direction is not appear.(5)Online information of tourism production have some influence on online tourist flow.Tourism production information including date,price,long validity,supplier brand,hotel,address of supplier and network marketing integrated elements such as picture,discount and evaluation of the past are main driver of online tourist flow.Safe and reliable channels become secondary dynamic.Traditional marketing information of Online tourism product have been unable to effectively promote online tourism flows.(6)Influence factors of Jiangsu' online and real tourist flow network have a certain degree of similarity but also have some difference.Traffic infrastructure and service industry level are common restriction of online and real tourist flow.But network marketing,tourist resources,regional tourism economy and location are difference motivating factors of online and real tourist flow network structure.Tourism economy have no effection on Jiangsu'online tourist flow,but have resistance effection on Jiangsu' real tourist flow.Touristresources have greater effection on online tourist flow than on real tourist flow.Online tourist flow is easily restricted by location than real tourist flow.In addition,network marketing have positive influence on real tourist flow but no influence on online tourist flow network. |
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