基于SNA的中国入境欧洲旅游流网络性质和结构特征研究

欧洲是世界最重要的出境旅游市场之一,研究入境中国的欧洲旅游流对于国家开拓欧洲市场具有重要的现实意义。通过构建入境中国的欧洲旅游流网络,应用社会网络分析法研究该网络的度分布、聚集系数、平均路径长度等统计特征,和网络的个体结构位置、整体形态结构特征。结果显示:①入境欧洲旅游流网络是具有小世界效应和无标度特性的网络。②北京和西安是入境欧洲旅游流的发散中心,上海和香港是旅游流的集聚中心。③入境欧洲旅游流网络的密度低,中心势高,网络结构紧密程度低,旅游城市之间的欧洲旅游流联系不密切,并呈现围绕核心城市集散的特点。④入境欧洲旅游流网络是核心-边缘网络,网络中核心节点突出,边缘节点明显。结合旅游流流向关系和节点位势指标分析,网络核心区节点可划分为核心节点和重要节点两大类型,边缘区节点均为边缘节点。

RESEARCH ON THE PROPERTIES AND STRUCTURAL CHARACTERISTICS OF INBOUND EUROPEAN TOURIST FLOWS NETWORK IN CHINA BASED ON SNA

European outbound tourism market is the biggest outbound tourism market in the world. Research on the inbound European tourist flows has great theoretical and practical significance to expand inbound tourism market for China. Inbound tourism flows was a core subject in tourism research field. However, from the viewpoint of the overall and macroscopic association, the study on the inbound European tourist flows based on social network analysis, has not been done to date. This paper depicted not only the properties of inbound European tourist flows network, but also studied the structure of the network as well. Then we tried to make a judgment about if the inbound European tourist flows network was a network with scalefree property and small-word effect or not. The conclusions are: ① it is verified that the inbound European tourist flows network is a network with scale-free property and small-world effect; ② Beijing and Xi'an are tourist flow diffusion centers. Shanghai and Hong Kong are tourist flow concentration centers; ③ the network has low density, high centralization and low compact degree. Tourists flow is not closely associated, diffusing and concentrating in a few core cities; ④ the nodes composing the network are polarized into central nodes and fringe nodes evidently. Based on the above conclusions, we put forward the following suggestions concerning developing our inbound tourism industry and expanding the scale of inbound European tourist flows: ① keep core nodes and place great emphasize on tourism crisis management; ② upgrade important city nodes and maintained the stability of tourist flows network; ③ strengthen tourism marketing and expand the number of tourism destinations in China; ④ enhance cooperation with Hong Kong and develop advantage tourism routines with it.