【摘要】 以百度指数作为数据来源,运用变异系数、基尼系数等统计分析方法和全局自相关空间分析方法,对中国8个省的省域旅游形象口号网络关注度的时空特征进行研究。结果显示:在年变化特征上,关注度总体呈降低趋势,特别是推出时间较早的形象口号;整体月变化曲线呈双"M"形,特殊事件对关注度的影响非常显著,网络关注度的高峰、低谷与国内旅游活动的季节性差异具有同步性;关注度月变异系数整体多呈波动降低趋势,各月份间的网络关注度差异在变小;周变化曲线呈倒斜"一"型,网络关注度平时较高,周末较低。在空间特征上,省域旅游形象口号网络关注度较高的区域是本省(市)、东部经济发达地区和邻近省(市),关注度高的区域与旅游客源地具有重合性,关注度的省际基尼系数与莫兰指数的结果具有共同性。最后从省域旅游形象口号的设计、宣传方式和目的地营销这3个方面给出了建议。更多还原

【Abstract】 The slogan of tourism image is the incisive expression of the concept of tourism destination. Research data based on baidu index,by using the statistical analysis methods, coefficient of variation, Gini coefficient and spatial analysis method of global auto-correlation, this paper studies the spatial and temporal characteristics of the network attention of tourism image slogans of eight provinces in China, Research findings show that: In terms of the characteristics of the annual change, the tourism image of the province in general shows a downward trend, especially the image slogan of earlier launch time. The whole monthly variation exhibit a double M-shaped curve.The impact of special events on attention is very significant. The seasonal differences between the peak and trough of online attention and domestic tourism activities are synchronized. The monthly variation coefficient of attention shows a trend of fluctuation and decrease, and the difference of network attention among the months decreases. The weekly variation curve shows an inverted "一" pattern. The network attention is higher on weekdays and lower on weekends. In terms of spatial characteristics, the regions with higher attention on the network of provincial tourism image slogans are mainly local provinces, neighboring provinces and economically developed eastern areas, where tourist sources and destinations coincide with each other. The results of the inter-provincial Gini coefficient and Moran index of attention are in common.Finally, suggestions are given from the three aspects of design, propaganda and destination marketing of provincial tourism image slogans.更多还原