The Study Of The Network Structure Measurement On The National 5A Scenic Spots Attention In The Southwest Area

With the deepening integration of the "Internet+tourism", the online and offline tourism firm was integrated, which Internet is a carrier. Tourists embrace the new era of booming tourism:The tourism market changes from a market dominated by seller into a market dominated by buyer; scenic spots change from the traditional active position into the passive position gradually; tourists can follow, in this way, all the information of tourist spots online with their searching behavior. It not only makes visitors to understand the dynamic data of scenic, but also allows investigator to research the development of tourism resorts based evidence, under the universal application of tourism data. Furthermore, the Baidu Index provides more than 70% of the information data to Internet users, which makes him to be the largest searching-engine in China. It’s such an important behavior for tourists to search tourism information before travelling from the Baidu Index. And, searching-data can be better used to research attractiveness of spots.We define the scenic spots attention as the final value calculated from some Period of time, which the searching-data of the message on resorts was got from the internet search engine by tourists based on literature review. Resource of the data in this study is only from Baidu Platform, and the research objects is the 24 National 5A tourist attractions in the five provinces of Southwest. In this way, we search for and count the searching-data of resorts of the fourth quarter in 2015.Then constituting the network matrix of the tourist attention on 24 National 5 A tourist attractions in the five provinces of Southwest through the correlation coefficient after processing data preliminary. Utilizing the UCINET6.0 software to draw the network structure and find some rules, moreover, making the Network matrix central measurement, cohesion subgroup measurement, and structural holes measurement, etc. We consider that the level of the overall center on 24 National 5 A tourist attractions in the five provinces of Southwest is low, only a little resorts are in the center, the scale of cohesion subgroup is large relatively, the factions is unobvious, some resort is powerful at agglomerative properties. Where, the "bridge" play a significant role, which many resorts exchange their messages each other with little restriction. Based on this result, we propose that we should improve the attention of the 24 National 5A tourist attractions from three points, that is, strengthening tourism-marketing, enhancing smart management of scenic, carrying out competitive differentiation strategies. Finally, the study points out the flaws of research and research direction in the future. Improving the scenic attractiveness of the southwest, enhancing overall network together, could be the researching focus for tourists scholars.