基于手机信令数据的游客行为研究 ——以泰山风景名胜区为例
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Tourist Behavior Research Based on Mobile Phone Signaling Data: A Case Study of Mount Tai Scenic Spot
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    摘要:

    研究和管理游客行为是自然保护地平衡资源有效保护和合理利用的前提,也是优化旅游体验的关键。以泰山风景名胜区为研究对象,采用中国联通手机信令数据,从游客画像、时空分布等方面分析游客行为,为泰山风景名胜区的游客管理和旅游提质升级提供参考。研究发现:(1)游客画像方面,泰山游客以18~50岁的中青年群体为主,且19~24岁的学生群体占比高;一半以上为省内游客,除泰安本地外,济南游客占比最高,其次是济宁、临沂和青岛游客;省外游客以河南、河北、天津、江苏等近程客源市场居多。(2)游客空间分布方面,绝大多数游客仍选择最经典和传统的红门游览线登山,其次选择可乘坐大巴车登山的天外村游览线;从桃花峪游览线和天烛峰游览线登山的游客较少。(3)游客时间分布方面,泰山游客最高峰出现在清晨5~6点的观日出时段,次高峰为中午11~13点,晚上19~20点游客量最低,但仍有游客在山上停留,且夜爬泰山成为颇受欢迎的特色体验。(4)游客住宿倾向于选择万达广场商圈和泰山火车站周边。基于泰山游客行为提出如下发展建议:推动发展桃花峪至岱顶游线,改变游客单线往返、时空分布不均衡的格局,带动泰山西部区域旅游发展;山上山下联动,山上发展行进式观光旅游,山下结合周边区域针对泰山顺访游客发展文化体验与休闲度假等互补业态;面向“昼登泰山”与“夜爬泰山”的两类游客群体,结合泰安市区重大旅游项目建设,补齐不同时间段产品,构建“大泰山全时空体验闭环”。

    Abstract:

    Research and management of tourist behavior is the premise of balancing effective conservation and rational utilization of natural reserve resources, and it is also the key to optimizing the tourist experience. This paper takes Mount Tai Scenic Spot as the research object and uses China Unicom’s mobile phone signaling data to analyze tourist behavior from the aspects of tourist portraits, spatial and temporal distribution, etc., so as to provide a reference for tourist management and tourism quality upgrade of Mount Tai Scenic Spot. The results show that : (1) In terms of tourist portraits, Mount Tai’s tourists are mainly young and middle-aged groups aged 18-50, and students aged 19-24 account for a high proportion; More than half of the tourists are from Shandong province, except for Tai’an local tourists, Jinan tourists accounted for the highest proportion, followed by Jining, Linyi, and Qingdao tourists; from outside the province are mostly short-distance source markets such as Henan, Hebei, Tianjin, and Jiangsu. (2) In terms of tourist space distribution, the vast majority of tourists still choose the most classic and traditional Hongmen tour line to climb the mountain and then choose the Tianwai Village tour line that can take the bus to climb the mountain; climb from the Taohuayu tour line and the Tianzhu Peak tour line. Fewer tourists. (3) In terms of the time distribution of tourists, the highest peak of tourists in Mount Tai is around 5~6 o’clock in the morning when viewing the sunrise, the second peak is 11~13 o’clock in the afternoon, and the number of tourists is the lowest at 7~8 o’clock in the evening, but there are still relatively many tourists stay on the mountain, and climbing Mount Tai at night has become a popular experience for tourists. (4) Tourists tend to choose the Wanda Plaza business district and Mount Tai Railway Station. Finally, this paper attempts to put forward the following development suggestions based on the behavior of tourists in Mount Tai: promote the development of the tour line from Taohuayu to Daiding, change the pattern of tourists’ single-line round trip and uneven distribution of time and space, and drive the development of tourism in the western region of Mount Tai; It is a type of sightseeing tourism. The mountain combines the surrounding areas to develop complementary formats such as cultural experiences and leisure vacations for tourists visiting Mount Tai; for two types of tourist groups: “climbing Mount Tai by day” and “climbing Mount Tai at night”, combined with the construction of major tourism projects in Tai’an urban area, supplement products in different time periods, and build a “grand Mount Tai full-time experience closed loop”.

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  • 在线发布日期: 2022-12-26
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