基于网络信息的江西省乡村旅游地吸引力评价及空间分析

旅游吸引力是目的地旅游发展的动力源泉，基于需求侧的旅游吸引力评价对于乡村旅游地的经营管理和市场营销具有重要的指导意义。以江西省为例，在乡村旅游地类型划分的基础上，构建了基于网络信息的乡村旅游地吸引力评价体系，同时采用空间自相关和核密度分析方法分析了乡村旅游地吸引力的空间分布格局，研究发现：（1）江西省乡村旅游地可以划分为生态观光类、休闲度假类、农事体验类、农业科技类、乡土文化类和特色村镇类六个大类和24个基本类型;（2）江西省乡村旅游地单体吸引力指数相差较大，不同类型乡村旅游地吸引力指数差别显著，生态观光类吸引力指数最高，农业科技类最低;（3）江西省乡村旅游地为旅游者带来了良好的游憩体验，旅游者整体满意度较高，但网络关注度与分享程度相对较低;（4）江西省乡村旅游地吸引力集聚特征显著，且主要集中在“南昌-九江-宜春”、“萍乡-宜春”、“上饶-景德镇”三大片区，各类型乡村旅游地吸引力集聚状况空间差异较大。基于研究结论，文章为江西乡村旅游吸引力的提升及未来乡村旅游的发展提出了针对性的意见与建议。

Evaluation and Spatial Analysis of the Attractiveness of Rural Tourism Destinations in Jiangxi Province Based on Network Information

Tourism attraction is the driving force for the development of tourism destinations. The evaluation of tourism attraction based on demand side has crucial guiding significance for the management and marketing of rural tourism. Taking Jiangxi Province as an example, this paper divides the rural tourism destination types, constructed the rural tourism attraction evaluation system based on network information. Meanwhile, it uses spatial autocorrelation and kernel density analysis to analyze the spatial distribution pattern of rural tourism destinations’ attraction. The finding shows that: (1) The rural tourism destinations in Jiangxi can be divided into six categories (ecological tourism, leisure and vacation, farming experience, agricultural science and technology, local culture and characteristic villages and towns) and 24 basic types. (2) The attractiveness index of single rural tourism destination in Jiangxi Province is quite different, and the attractiveness index of different types of rural tourism destinations also has significant difference. Specifically, the eco-tourism destinations’ attraction is the highest, while the categories of agricultural science and technology rural tourism destinations have the lowest attraction. (3) The rural tourism destinations have brought good leisure experience to tourists, and the overall satisfaction of tourists is relatively high, but the degrees of network attention and tourist sharing are quite low. (4) The attractiveness of rural tourism destinations is remarkably concentrated in the three major areas of “Nanchang-Jiujiang-Yichun”, “Pingxiang-Yichun” and “Shangrao-Jingdezhen”, and the spatial agglomeration pattern of various types of rural tourism destinations varies greatly. Based on the conclusions above, the study puts forward to four suggestions for improving the attractiveness of rural tourism in Jiangxi Province: (1) Excavate the characteristics of rural tourism resources and avoid the dilemma of homogenization and commercialization. (2) Enhance the development quality of less attractive rural tourism destinations based on resource advantages, and promote the coordinated development of different types of rural tourism destinations. (3) Strengthen the marketing and publicity of rural tourism sites, and enhance tourists’ network attention and sharing behavior. (4) Optimize the development pattern of rural tourism, and realize the balanced development of regional rural tourism in Jiangxi Province.