文化距离对北京入境游客时空行为的影响研究

在我国入境旅游市场结构变化的背景下,研究文化差异对入境游客时空行为的影响变得越来越重要。本文以Flickr网站上抓取的北京入境游客的52896条地理标签照片数据为基础,从文化距离角度开展定量的实证性研究,深入分析文化距离对北京入境游客时空行为的影响。分析结果表明,时间维度上游客停留时间、游客来京月份与文化距离显著相关,空间维度上游客访问景点的数量,以及对雍和宫、天安门广场、前门大街、鼓楼大街等21个景点的偏好与文化距离显著相关。本文开展文化距离对入境游客时空行为的影响研究,弥补了此领域实证性研究不足问题,此结果对入境市场细分,营销策略制定、旅游线路和旅游产品设计等方面具有重要的理论和现实意义。

THE EFFECTS OF CULTURAL DISTANCE ON SPATIO-TEMPORAL BEHAVIOR OF BEIJING INTERNATIONAL VISITORS

Based on the concept of big data, the 52896 geo-tagged photos data from Beijing international visitors on Flickr website were collected and selected, which involved 26 countries or regions' users, to estimate visitor densities and distribution patterns in temporal and spatial dimension. Regression analysis showed that the time-space behavior of Beijing's international visitors are greatly influenced by the cultural distance, there are significant differences in arrival time of visitors, the number of tourists visited attractions, and the preferences of 21 attractions. Firstly, with the cultural distance increases, short-haul international visitors' stay days will increase. Secondly, the greater the cultural distance of visitors, the more preference for Chinese distinctive culture and the historic attractions of Beijing attractions such as the Lama Temple, Qianmen Street, Drum Tower Street, Panjiayuan market; the greater the cultural distance of independent visitors, the more preference for taking high-speed rail as travel tool. Thirdly, visitors with large cultural distance are less likely to travel at night. Fourthly, the visitors with small cultural distance will choose to visit Beijing in January, while the visitors with large cultural distance, such as Holland, Sweden, etc. will choice April and October to Beijing; At last, the combination of cultural distance and geographic distance can provide more accurate international visitors" needs in terms of time and space.