旅游地旅游产品网络团购营销空间特征研究——以拉手网、窝窝团、糯米网三大团购网站为例

发布时间：2018-12-13 00:07

【摘要】：旅游产品网络团购是旅游企业及旅游地网络营销的新型模式,本文以国内拉手网、窝窝团、糯米网团购产品为例研究旅游地团购产品网络营销规模的空间差异.研究发现:(1)"十一"黄金周旅游产品团购营销规模势头较为强劲的地区为此时段旅游资源较占优势的西南区、华南区、华东区及个别文化遗产较为丰富的省域.相比而言,此时段旅游资源不占优势的东北区及内陆网络经济发展较为落后的区域旅游产品团购营销规模势头较弱;(2)旅游地旅游产品网络营销规模随距离表现为幂指数和高斯多峰衰减,证实了地理距离在互联网时代的虚拟网络世界中仍然发挥着作用;(3)旅游地旅游产品团购网络营销规模在空间上具有本地集中性、临近区域集中性、均衡性三大特点;(4)旅游地网络营销的本地及周边集中性的空间特征与客源网络信息消费的本地及经济集中性空间特征不符,营销效益有待探讨.
[Abstract]:The online group purchase of tourism products is a new model of tourism enterprises and tourist destination network marketing. This paper studies the spatial difference of network marketing scale of tourism destination group purchase products with the examples of domestic handheld net, nest group and Nuomi.com group purchase products. The results are as follows: (1) the areas with strong marketing scale of "11" Golden week tourism products are in the southwest, the eastern China and the provinces with rich cultural heritage. Comparatively speaking, in this period of time the tourism resources are not dominant in the Northeast region and the inland network economy is relatively backward in the development of regional tourism products group purchase marketing momentum is weak; (2) the network marketing scale of tourism products of tourist destination shows power exponent and Gao Si multi-peak attenuation with distance, which proves that geographical distance still plays a role in the virtual network world in the Internet age; (3) the online marketing scale of tourism products in tourist destination has three characteristics: local centralization, regional centralization and equilibrium; (4) the spatial characteristics of local and surrounding centralization of tourism destination network marketing are not consistent with the local and economic centralized spatial characteristics of tourist network information consumption, and the marketing benefits need to be explored.
【作者单位】：南京师范大学地理科学学院;南京旅游职业学院旅游管理学院;
【基金】：博士学科点专项科研基金(2009320711008) 南京旅游职业学院青年科研基金(2012NLY05)
【分类号】：F592;F724.6

【参考文献】