热带地理2025，Vol.45Issue(7)：1189-1200,12.DOI:10.13284/j.cnki.rddl.20240174
数字时代旅游古镇线上线下热度特征及其转化机制
Features and Transformation Mechanism of Online and Offline Popularity in Digital Era Tourism of Ancient Towns:A Case Study of Lijiang Dayan Ancient Town
摘要
Abstract
With the trend of the"Internet of Everything"breaking the time and space boundaries of information dissemination,virtual and real interactive activity spaces are gradually replacing physical activity spaces and becoming the dominant form of carrying out human activities.For the tourist town,the"user-generated content"and community sharing platform represented by TikTok not only improves the convenience of tourists in planning trips,booking products,obtaining real-time information,and sharing experiences,but also enhances tourists'perception and interest in the living environment and cultural atmosphere of the ancient town.Under the background of the integration of virtual and real in the digital age,it is very important to explore the spatial characteristics and internal relations of the online and offline heat of the ancient town for understanding the phenomenon of large-scale tourist gathering.From the perspective of environmental behavior and attention economy theory,this study used multi-source heterogeneous data and spatial econometric analysis methods to take Dayan Ancient Town in Lijiang as an example to explore the following:1)What are the spatial performance characteristics of online and offline popularity in tourist towns?2)What is the potential relationship between online and offline popularity in tourist towns?The results were as follows:1)The spatial correlation between online and offline popularity heat in Dayan Ancient Town was high,and the overall distribution was extremely uneven.The top 10%of the space unit's online popularity contributed to more than 90%of the traffic and attendance,showing clear power-law attenuation characteristics.The top 10%of the space units of offline popularity contributed more than 33.6%of the total tourists,showing a tourist gathering mode with Sifang Street as the core and decreasing to the periphery.2)The spatial and temporal differentiation of tourist volume in ancient towns was the result of the interaction between online and offline environments.In the online dimension,the concentration of tourists,number of digital content punch cards,and number of digital content views formed a positive promotional effect.In the offline dimension,tourists'mobile behavior was positively affected by shopping service facilities,attractions,leisure and entertainment facilities,functional density,building density,and sDNA(spatial Design Network Analysis)proximity(r=400 m),and negatively affected by infrastructure,educational service facilities,and sDNA accessibility(r=n).Tourists'calling behavior was positively affected by accommodation service facilities,infrastructure,and functional density.3)The online and offline popularity of ancient tourist towns was transformed by the influence of digital media traffic on tourists'punching and mobile behavior.In this process,the environmental characteristics and cultural landscapes of traditional villages were packaged as tourism attractions.Local tourism resources were transformed into digital content through tourists'card-making behavior.High-quality digital content accumulated attention capital through traffic transmission,drove tourist movement and consumption demand gathering,and created a new"net red card"in the physical geographical space.关键词
旅游者行为/虚实空间交互/网红打卡点/旅游古镇/数字媒介/注意力经济学/丽江大研古镇Key words
tourist behavior/physical-virtual space interaction/viral photo spots/historic tourism town/digital media/attention economics/Dayan Old Town,Lijiang分类
管理科学引用本文复制引用
陈笑葵,毛志睿,易纯,高钰桔..数字时代旅游古镇线上线下热度特征及其转化机制[J].热带地理,2025,45(7):1189-1200,12.基金项目
国家自然科学基金(52168004) （52168004）
湖南省教育厅科学研究项目(24C0461) （24C0461）
