CAJ | 학술논문

不同类型景区在旅游产品线路的组合过程中为游客提供了多元化的体验,在提升游客满意度的同时在游客感知中呈现出互动性机制.文章以上海市3A 级以上景区（点）为研究对象,基于有关旅游网站和新浪博客的网络游记及官方旅游部门发布的要闻动态文本,研究游客感知角度和政府旅游部门宣传角度上海旅游景区（点）冷热差异,并运用社会网络分析方法研究游客感知下上海旅游景区（点）间的互动过程,以及官方部门宣传过程中上海旅游景区（点）间联动机制.进一步,在对上海市旅游景区（点）进行分类的基础上,有针对性地提出相应的营销和发展策略.
불동류형경구재여유산품선로적조합과정중위유객제공료다원화적체험,재제승유객만의도적동시재유객감지중정현출호동성궤제.문장이상해시3A 급이상경구（점）위연구대상,기우유관여유망참화신랑박객적망락유기급관방여유부문발포적요문동태문본,연구유객감지각도화정부여유부문선전각도상해여유경구（점）랭열차이,병운용사회망락분석방법연구유객감지하상해여유경구（점）간적호동과정,이급관방부문선전과정중상해여유경구（점）간련동궤제.진일보,재대상해시여유경구（점）진행분류적기출상,유침대성지제출상응적영소화발전책략.
Tourist attractions usually offer tourists a variety of experiences. Each tourist provides aninteractive mechanism through their actual behaviors in combining various tourism products duringtheir visit, and this may increase their satisfaction levels with the destination. However, popularityimbalances and weak interaction effects among some tourist attractions can hinder the sustainabledevelopment of the destination as a whole.“Macro-control”of attraction promotion by official touristoffices may be a way to address these imbalances and boost interactions among attractions. To explorethe range of possible solutions to these problems, 3A-level and above tourist attractions were targeted.Information of these attractions were collected from travel websites and Sina blogs, and news fromofficial websites of these attractions were also gathered. Additionally, the researchers collectedinformation regarding tourists’perceptions on these attractions and textual message from the DMOs’websites focusing on destination marketing. When comparing these two groups of data, the researchersfound that differences existed between what tourists perceived and what the DMOs promoted in termsof the nature and location of these attractions, and the distances between them. In addition, theresearchers found that although DMOs focused more on the balance of attraction promotion thantourists did in choosing attractions, the phenomenon of popularity imbalance was still apparent in bothof the samples.Then, by using the method of social network analysis, the researchers analyzed the interactioneffect and linkage mechanisms between attractions, based on tourists’perceptions and DMOs’promotional materials, respectively. From this analysis, we determined that DMOs paid more attentionto linkage effects than tourists did to interaction effects. However, while tourism officials tended tomention the linkages between attractions more often in official news than tourists did, there is still alinkage imbalance among the attractions in the study area. The researchers then analyzed the externalfactors that contribute to the differences in attraction popularity and co-occurrence distribution betweenthe samples. It was found that two main factors （the value of the attraction and travel costs） caninfluence tourist preferences for particular scenic attractions, and four main factors （sustainabledevelopment planning by DMOs for the Shanghai tourism industry, the periodical reports of tourismpolicies and tourism events, the improvement of services and facilities at attractions, and the reports ofactivities which are undertaken in those attractions）, can influence DMOs’promotional behaviors.Finally, according to each of the scenic attraction’s four indicators （popularity in both travel notes andofficial news, the interaction effect, and degree of linkage）, the researchers divided the 3A-level andabove attractions of Shanghai into four types： city image type, scenically perfect type, specialpopulation type, and unpopular type attractions. For each type we put forward a correspondingpromotional strategy for further sustainable development. However, it should be pointed out that theselection of textual data may have, to a certain extent, restricted the comprehensive nature of thesample. In addition, the findings were based on a word frequency calculation without consideringtourist emotions after their visits. Semantic analysis addressing this last problem will be needed infuture studies to draw more accurate conclusions about the value of tourist attractions.