基于ArcGIS的旅西游客景区偏好与实际到访差异度空间结构研究

【作者】 刘宇；

【导师】 王晓峰；

【作者基本信息】 陕西师范大学 ， 地图学与地理信息系统， 2013， 硕士

【摘要】 当今世界,旅游产业己经成为众多国家和地区经济增长最为迅速的产业之一,逐步在服务行业中占据主导地位。随着旅游业的发展,对旅游者旅游偏好与旅游行为的研究成为旅游研究的热点,具有非常重要的理论意义与现实意义。本文基于国家自然科学基金项目的抽样调查问卷数据,以西安市各重点景区为研究对象,建立了游客景区偏好与实际到访差异度模型；计算分析旅西游客景区偏好与实际到访差异度；以ArcGIS软件为工具,采用空间分析方法,主要从空间结构视角分析了各景区差异度的产生原因；基于以上,提出西安旅游景区发展对策。通过本文研究,主要得到以下结论：(1)本文将调查问卷统计数据代入游客景区偏好与实际到访差异度模型,通过计算得到西安市各景区差异度的排名结果,并将结果分为三种类型。其中,Ⅰ类景区发展较好、游客实际到访率明显大于游客景区偏好率。这类景区有：陕西历史博物馆、大唐芙蓉园、回民街、曲江、大雁塔。Ⅱ景区发展比较滞后,游客实际到访率小于游客景区偏好人数。该类景区有：西安事变旧址(骊山)、明城墙、秦岭野生动物园、大明宫、大学城、翠华山国家地质公园。Ⅲ类景区游客实际到访率与游客景区偏好率大体相近,景区发展较为均衡。这类景点包括：小雁塔、清真大寺、东大街、半坡遗址、华清池、钟鼓楼、秦始皇兵马俑博物馆、白鹿原。(2)本文主要从空间结构视角对差异度产生的原因进行分析,原因包括空间结构方面和其他方面。旅游空间结构原因主要从西安市景区空间结构组团、组团与旅游目的地集散中心空间位置关系、组团内部主要结构与功能、组团吸引力大小和旅游交通状况方面加以分析。其他原因主要考虑旅游景区品牌效应、浏览时间花费、旅游消费和旅游营销方面。根据西安市各景区地理位置分布产生的空间集聚效应,将西安市各主要景区分为四个旅游景区组团,分别为：钟鼓楼组团、大雁塔组团、兵马俑组团、秦岭北麓组团。钟鼓楼组团和大雁塔组团内大多景点实际到访率较高,差异度较小。主要是由于旅游交通通达,基础设施和服务设施完善,组团内各景区功能互补,游客集散便利。但是明城墙景区除外,原因是游览明城墙旅游时间花费较大,消耗体力较多,以至于游客选择较少,差异度较大。兵马俑组团与秦岭北麓组团中多数景点游客实际到访率较游客景区偏好率低,差异度较大。主要是因为距离城市中心旅游集散地较远,路程较长,花费时间较多,而组团内部基础服务设施相对较差。但是组团内的秦始皇兵马俑博物馆景区和华清池景区是特例。由于兵马俑的品牌效应太强大,即使距离中心较远,但游客的实际到访率还是排在第一位,差异度在0-1之间,景区发展较均衡。华清池也是如此。秦岭北麓组团与兵马俑组团,虽然距离城市中心的游客集散地路程大体相近,但是兵马俑组团总体的游客实际到访率高于秦岭北麓组团,差异度较小。原因是兵马俑组团中的核心景区较秦岭北麓组团中的核心景区旅游等级高,游客吸引力大,致使游客到访率较高,差异度相对较小。但是兵马俑组团中的西安事变旧址(骊山)差异度最大。游客对西安事变旧址的旅游偏好率很大,但该旧址尚未形成完整的、独立的旅游景区,没有进行旅游营销和宣传,加之上山游览时间较长,导致游客实际到访率相对较低,差异度最大。大雁塔组团内各景区整体的差异度小于钟鼓楼组团,游客实际到访率较高。主要因为近年来曲江新区加大旅游基础设施建设,通过各种营销手段不断提高新区内各旅游景区的核心竞争力,运用联合营销的方式打包推向市场。这就导致位于曲江的大雁塔组团内各景点即使游客景区偏好率没有钟鼓楼组团内景区高,也有较高的游客实际到访率。(3)针对产生游客景区偏好与实际到访差异度的原因,本文提出几点景区发展对策：改善交通条件,优化出游方式；整合组团功能,完善配套设施；加强旅游营销,提升品牌效应；整合景区资源,重塑景区形象。更多还原

【Abstract】 Nowadays, tourism industry has become one of the fastest growing industries in many countries and regions, which plays a leading role in the service industry gradually. With the development of tourism, the researches about tourists’ preference and travel behavior have become a hot topic in this filed, which has an important theoretical and practical significance. Taking the major attractions of Xi’an as research object, the difference degree model on tourists’preference and actual visiting behavior is established to calculate and analyze their differences. By spatial analysis method and ArcGIS software, the causes of the diversity in these scenic spots are analyzed. The data are obtained through questionnaire survey in a program of National Natural Science Foundation. Then the development measures on tourist attractions of Xi’an are proposed. The conclusions are as follows:(1) The data are analyzed by the difference degree model. By calculating, the results of difference degree on these scenic spots in Xi’an are divided into three types.The I type of tourist attractions develops well, whose actual visiting rate is higher than tourists’preference rate, including Shaanxi History Museum, Great Wild Goose Pagoda, Tang Paradise, Huimin Street and Qujiang. The Ⅱ type of tourist attractions is lagging development, whose actual visiting rate is lower than the rate of tourists" preference, including the former site of Xi’an Incident (Lishan), Ming rampart, Qinling Zoological Park, Darning Palace, University City, Cuihua Mountain National Geo-park. The III type of tourist attractions develops evenly, whose actual visiting rate is the same as the rate of tourists’preference, includeing Bell and drum towers. Small Goose Pagoda, Great Mosque, East Main Street, Banpo Museum, Huaqing Pool, Terra-cotta warriors and horses and Bailuyuan.(2) The causes of the differences, including spatial structure and others, are mainly analyzed from the perspective of spatial structure. The spatial structure is analyzed from the aspects of spatial structure of attraction clusters in Xi’an, spatial positional relationship between groups and tourist destination hub, the structure and function inside the groups, attractiveness of groups and tourism transportation condition. The other aspects include the brand of tourist attractions, the tour time and expenditure of tourists and tourism marketing. These major scenic spots of Xi’an are divided into four groups because of their spatial agglomeration of geographical location. They are the Bell and drum towers group, the Great Wild Goose Pagoda group, the Terra-Cotta Warriors and Horses group and the northern foot of Qinling Mountains group.Most of the tourist attractions in the Bell and drum towers group and Great Wild Goose Pagoda group have high actual visiting rate and low difference degree. Because there are convenient tourism transportation, well-found infrastructure and service facilities in these two groups. And the function of scenic spots is complementary each other in the groups, which make the tourists gather and distribute conveniently. However, the Ming rampart is excluded, because it will take a long time and consume much physical strength, which makes fewer tourists choose it.Most of the tourist attractions in Terra-Cotta Warriors and Horses group and the northern foot of Qinling Mountains group have lower actual visiting rate than the rate of tourists’ preference, whose difference degree is high. Because they are far from the hub of tourist destinations, tourists will spend a long time visiting them. And there are backward infrastructure and service facilities in the groups. But the Terra-cotta warriors and horses and Huaqing Pool are excluded. The brand effect of Terra-cotta warriors and horses is strong, therefore, even if it is far from the hub, its actual visiting rate still ranks the first and its difference degree is between0and1. And it develops evenly. The Huaqing Pool is the same as it.The distance from the northern foot of Qinling Mountains group to the hub is the same as the Terra-Cotta Warriors and Horses group’s, while its actual visiting rate is lower than the Terra-Cotta Warriors and Horses group’s, whose difference degree is lower. Because the grade of the Terra-Cotta Warriors and Horses is higher, it can attract more tourists. However, the former site of Xi’an Incident (Lishan) has the highest difference degree. Because it has the high tourists’preference rate, but it has not formed a complete and independent tourist attractions and executed tourism marketing and publicity and it will take a long time to visit it.The difference degree of the Great Wild Goose Pagoda group is lower than the Bell and drum towers group’s. Because the Qujiang New District has increased tourism infrastructure construction and improved the core competitiveness of tourists attractions through a variety of marketing methods in recent years. Therefore, even if the tourists’ preference rate of the Great Wild Goose Pagoda group is lower than the Bell and drum towers group’s, it still have a high actual visiting rate.(3) Faced with the difference between the actual visiting rate and tourists’ preference rate, several measures have been proposed to develop the scenic spots better, such as improvement tourism transportation conditions to optimize the way to travel; integration the function of groups to perfect the supporting facility; strengthening the tourism marketing to increase the brand effect; integration the scenic resources to rebuild the scenic image.更多还原