| The role of the Internet in human production and life in the 21 st century has become increasingly important.The advent of the 5G era has changed people's thinking and habits,and has accelerated the development of tourism networking.A large number of OTA platforms not only bring more information options to tourists,but also open up a wide sharing space.Many tourists share their real travel experience on the Internet during or after travel,so a large number of digital tourism footprints based on real experience appear online,which brings a lot of real and effective data to the study of tourism development in specific regions.Throughout previous studies,scholars have mainly conducted research on urban tourism flows and inbound flows in large cities,and there is little research on tourism flows in small areas.As a region dominated by tourism,the Xiangxi Area has many high-quality tourism resources,and the tourism market has broad development space.Therefore,this study takes the Xiangxi Area as an example,and uses web crawler technology to collect 417 valid online travel notes from Trip.com Group,Qunar and Mafengwo.com,and uses this as a data source.Secondly,the social network analysis method is used to construct a map of the tourism flow network in the Xiangxi Area,and based on this,the visual node characteristics and overall characteristics are analyzed.Finally,based on the social flow analysis of tourism flow characteristics,the interfering factors of the tourism flow network structure in Xiangxi Area are discussed and put forward optimization suggestions.The research results are as follows.(1)The tourists in the Xiangxi Area are mainly from neighboring provinces and economically developed areas.The peak tourist season is during the summer holidays and national holidays and other important long holidays.The number oftourists is mostly 2-3,and the companions are mostly friends.The time is mostly 4-6 days.(2)The distribution of tourist nodes in the Xiangxi Area is unbalanced.Only a few nodes are in the core position in the network.Tourists have a preference for scenic spots.Tourist attractions can be roughly divided into four levels including core nodes,important tourist nodes,general tourist nodes,and edge tourist nodes.(3)The overall network density in the Xiangxi Area is only0.1088,and the level of the tourism flow network structure is quite different,showing a polarization trend,which can be divided into core areas,semi-marginal areas,and marginal areas.There are 8 agglomerate subgroups of tourism nodes in the region.The correlation density among some of the subgroups is high,while the correlation density of some of the subgroups is low.The overall tourism flow network structure is not efficient.(4)The distribution of nodes in the structure of the tourism flow network in the Xiangxi Area is unevenly distributed,and the correlation between them is low.It is affected by factors such as tourism resource conditions,infrastructure levels,accessibility,location proximity,and popularity.It is proposed to deepen regional cooperation and improve Node correlation;strengthen node functions to drive the development of the tourism market;expand peripheral cooperation to build regional multi-brands;strengthen off-season publicity to guide off-season consumption;improve infrastructure and improve service quality by five-point optimization recommendations. |
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