Redai dili (Feb 2024)
Spatial Structure of Tourist Flow in Sanya and Tourists' Visiting Characteristics Based on Anchor Theory
Abstract
The spatial structure of tourist flow represents the tourists' flow pattern, shows the difference of tourism resources, and provides the basis for the balance and sustainable development of tourism. Based on the digital footprint data obtained from the online travel notes on Qunar.com, this article describes and analyzes the spatial structure of tourism flow in Sanya City using the research methods of flow statistics, association rule mining, and social network analysis under the framework of anchor theory; further, it condenses the characteristics of different types of tourists at different time scales. The key findings include: (1) The spatial structure of Sanya's tourism flow is affected by the popularity of scenic spots, showing a flow pattern of "one core and two cores" and several core paths; the core area is located along the coastline, showing the characteristics of coastal tourism city. (2) In the spatial structure of Sanya's tourist flow, the distribution of core nodes is uneven, and the phenomenon of structural holes is obvious, showing the spatial pattern of uneven distribution of scenic spots and fierce competition among scenic spots. (3) In the structure network of Sanya's tourist flow, most tourists are medium-scale travelers, followed by small-scale travelers and large-scale travelers. (4) The tourist attraction system of Sanya's tourist flow is hierarchically distributed and has multiple anchor attractions. Different anchor attractions have different attractions to tourists of different types and time, except for beach tourist destinations and island areas. Therefore, targeted marketing for different types of tourists is a challenge for the future development of Sanya's tourism. In this article, the anchor point theory is introduced into the study of tourism flow. Based on the flow direction statistics, association rule mining and field investigation, the rules of the anchor point selection of tourism flow are established, verified, and supplemented by the social network analysis method. Theoretical support and quantitative data support complement each other. The application of anchor theory and association rule mining not only enriches the theoretical framework in the field of tourism flow, but it also scientifically determines the anchor points of the tourism flow's structure network. This is helpful to understand tourist behavior and mode, and it can provide targeted suggestions for the precision marketing of tropical coastal tourist cities.
Keywords
