华东师范大学学报(哲学社会科学版) ›› 2022, Vol. 54 ›› Issue (2): 142-158.doi: 10.16382/j.cnki.1000-5579.2022.02.015

• 文旅融合发展研究 • 上一篇    下一篇

我国世界文化遗产旅游关注度时空特征及营销策略研究

孙晓东, 陈嘉玲   

  • 接受日期:2022-02-16 出版日期:2022-03-15 发布日期:2022-03-28
  • 作者简介:孙晓东，华东师范大学经济与管理学部教授（上海，200062）|陈嘉玲，华东师范大学经济与管理学部硕士研究生
  • 基金资助:
    国家社科基金艺术学重大资助项目“文化和旅游融合发展市场主体建设研究”（项目编号：19ZD25）

Temporal and Spatial Characteristics of Tourism Attention of World Cultural Heritage in China and Its Marketing Strategy

Xiao-dong SUN, Jia-ling CHEN   

  • Accepted:2022-02-16 Online:2022-03-15 Published:2022-03-28

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摘要：

世界文化遗产是文旅融合的重要载体。深刻理解我国世界文化遗产旅游关注度的时间分布以及潜在客源市场关注度的空间分布特征，能够帮助遗产地提出针对性的旅游开发和营销推广策略，通过“以旅彰文”促进文旅深度融合。为此，可依据2015年至2020年我国33处世界文化遗产百度搜索指数的年度数据和月度数据，采用描述性统计分析、年际变动指数、季节集中指数等方法对世界文化遗产旅游关注度的时间分布特征进行刻画，采用季节调整法对世界文化遗产旅游关注度的季节性特征进行识别，以季节性因子为变量并采用聚类分析对世界文化遗产进行类型划分和特征识别；进一步，可从潜在客源市场角度，探究各省份对世界文化遗产旅游关注度的空间分布情况。上述实证分析发现，我国大部分世界文化遗产地的旅游关注度呈现淡旺季差异较为明显的季节性特征，各地对世界文化遗产的总关注度和人均关注度存在较大差异。基于以上研究结果，今后我国世界文化遗产在旅游开发、营销推广和文旅融合方面，可进一步采取包括与学校合作、发行纪念品、举办会议、协同发展以及保护与传承并重、提炼文化特色、遗产资源旅游产品化并打造互动体验场景等对策措施。

关键词: 世界文化遗产, 百度指数, 旅游关注度, 文旅融合

Abstract:

World cultural heritage is an important carrier to promote the in-depth integration of culture and tourism. A deep understanding of the time distribution characteristics of tourism attention of China’s world cultural heritage and the spatial distribution of tourism attention of various provinces to world cultural heritage can help various heritage sites to propose targeted marketing measures to promote the in-depth integration of culture and tourism. By analyzing the annual and monthly data of the Baidu index of 33 world cultural heritage sites in China from 2015 to 2020, this paper depicts the overall temporal distribution characteristics and seasonal characteristics of tourism attention of China’s world cultural heritage. Furthermore, from the perspective of potential tourist source market, this paper explores the spatial distribution of each province’s attention to world cultural heritage sites. The above research shows that most of the world cultural heritage sites in China have a seasonal feature with obvious differences between the off-peak and peak seasons, and the total and per capita attention of world cultural heritage varies greatly from place to place. Finally, based on the research results, some countermeasures and suggestions are put forward for China’s world cultural heritage in the aspects of marketing and promotion, the integration of culture and tourism, such as cooperation with schools, issuing souvenirs, holding events and meetings, joint development, as well as protecting and inheriting heritages, refining cultural uniqueness, commercializing tourism, and creating immersive experience scenes for tourists.

Key words: world cultural heritage, Baidu Index, tourism attention, integration of culture and tourism