Research On The Self-help Tourism Flow Network Structure Of Huangshan City Based On The Online Travel Notes

Given the increase in disposable income and longing for a better life,people are now more willing to release stress,improve their feelings,seek stimulation and enjoy life by going out to travel.With the rapid development and continuous improvement of our society,the booming domestic tourism industry has become one of the important mainstay industries in the regional economic development under the new normal.Under the background of information age and mass tourism,the further promotion of the industry integration mode of "internet + tourism" has caused the traditional tourism management mode to suffer an unprecedented impact.At this stage,the continuous upgrading of new tourism formats and the endless stream of tourism products have infused new impetus into and brought new opportunities for the development of the tourism industry as a sunrise industry.Among them,the form of self-help travel as "checking travel strategies before tour,paying attention to experience in tour and together sharing something after tour" sought after by tourists,so the true and objective online travel notes shared by tourists constitute the most important data source for the study of tourism.Through combing the research on online travel notes and tourism flow networks,it is found that the excavation and utilization of online travel notes as an important tourism research material by academics needs to be further explored,especially the use of relational data contained in it.Therefore,the complex tourism flow network constructed using social network analysis based on relational data in this study has become a new research field.At present,there are few related researches that mostly analyze the large-scale inbound tourism flow network from the macro perspective and lack the research on the micro-scale tourism flow under the micro-perspective.As an emerging tourist city and one of the core members of South Anhui International Cultural Tourism Demonstration Zone,Huangshan City is an important tourism destination for domestic tourism and even the world's tourism.Therefore,Huangshan City is a case study area with certain research value and typical research.To dig out the important information contained in the self-help tourism flow in Huangshan helps to understand the spatial network status and main features of the self-help tourism flow in Huangshan and is conducive to promoting the tourism development and urban planning and construction of Huangshan City.In this study,Huangshan City self-help travel routes are extracted from the content of online travel notes on the Mafengwo website which is an online travel website based on user-generated content.After data preprocessing and binarization by Ucinet software,a binary matrix containing relation information is established and NetDraw software is used to realize the network visualization.Based on the social network theory to build the evaluation index system of Huangshan City self-help tourism flow network structure from two levels of network nodes and the whole network.On the one hand,the importance of Huangshan City tourist attractions(spots)and its position in the network are analyzed from the level of tourist nodes that constitute the network.On the other hand,the structural characteristics of Huangshan City self-help tourism flow network and the situation of internal sub-structure are understood thoroughly from the overall network level.Then the research analyzes the main factors affecting the network structure of self-help tourism flow in Huangshan City.Finally,the conclusion of this study is drawn,and then the relevant suggestions to optimize the network structure and the future prospects are proposed.The result of research indicates that the tourist attractions of Huangshan can be roughly divided into four levels:core tourist nodes,sub-core tourist nodes,general tourist nodes,and marginal tourist nodes.The overall contact of Huangshan City self-help tourist flow network is not very close and uneven,and the layering phenomenon is obvious,mainly affected by the tourism resources endowment,infrastructure service level,traffic convenience,spatial distance,popularity and reputation,and so on.Therefore,some structural optimization measures are proposed that enhancing the function of tourism nodes and improving tourism development capabilities,increasing the degree of network connectivity and establishing a good co-opetition mechanism,as well as strengthening regional tourism cooperation and establishing a well-known tourism brand,etc.