携程旅行网旅游“新零售”空间格局及形成机制——以上海市线下门店为例

基于携程位于上海市的线下门店及相关POI 数据,运用 GIS 空间分析和地理探测器等方法,探讨携程旅游“新零售”空间格局、区位选址及形成机制。结果表明：①携程旅游“新零售”在发展初期,其区位选址仍具有向心性,但不如传统零售业对城市中心区位需求强烈,向中心城区边缘及城市近郊区域下沉趋势明显;②呈现集聚分布特征,形成“多中心-外扩”式分布模式;③区位选址依赖于以写字楼为主的线下生活服务场景,对商务办公区的偏好超越对商业中心的偏好。交通区位、传统旅行社分布、地租水平影响次之,CBD 趋近度、商圈等级影响较小;④携程线下门店空间格局及区位特征是企业业务板块规划、地理实体空间竞争、区域产业配套水平共同作用形成的结果。

SPATIAL PATTERN AND FORMING MECHANISM OF NEW TOURISM RETAIL IN CTRIP: A CASE STUDY OF OFFLINE STORES IN SHANGHAI

Based on Ctrip's offline stores in Shanghai and 37272 relevant point of interest (POI) data captured from Gaode map developer platform, this study comprehensively used the spatial analysis methods such as Standard Deviation Ellipse, Average Nearest Neighbor, Thiessen Polygon, Kernel Density Estimation and GeoDetector to explore the spatial pattern, location choice and formation mechanism of new tourism retail in Ctrip. The results showed that: 1) At the initial stage of development, new tourism retail in Ctrip still prefers the central location, but the demand for the central location of the city is not as strong as that of the traditional retail industry, and the trend of subsidence is obvious to the edge of the city center and the suburbs; 2) The offline stores of Ctrip show an agglomerative spatial distribution type and form a "multi center - outward expansion" distribution pattern. But they are clustered on a larger spatial scale, with a significant centrifugal trend; 3) The location choice of new tourism retail depends on the offline life service scenes of the target market dominated by office buildings. Compared with the traditional retail industry, the preference for highdensity areas of office buildings exceeds that of high-density areas of shopping malls. Traffic conditions, spatial distribution of traditional travel agencies, and the level of rent take the second place, CBD approach degree and business district grade have less influence; 4) The spatial pattern and location characteristics of Ctrip's offline stores are the result of the joint action of enterprise business segment planning, geographical entity space competition and regional industrial supporting level.