The Internet-based Virtual Study On Domestic Tourism Market Of Shaanxi Province

The study on tourism market has sprung up since last century. Withcomprehensive content, its study system has been shaped. However, the internet-basedvirtual study on tourism market has been understudied. Theoretically, this study wasbuilt on the theories of web data mining and tourism marketing. Empirically, the webdata of domestic tourism market of Shaanxi Province were applied at first time to thevirtual study of analyzing and forecasting tourism market.The study relied on the national natural science fund(40271037) and the socialscience fund of Shaanxi (06E004Z), Based on similar studies both at home and abroadand theories of tourism geography, tourism economics, econometrology, consumerbehavior and statistics, this study aimed to solve study difficulties of tourism market andfocused on the establishment of relation between web data and tourism market and thefeasibility of application of web data to the analysis and forecast of tourism market. Intheory, the study, under the guidance of multidiscipline, tried to build a virtual tourismmarket system focused on web data and tourism market study. Both qualitative andquantitative analysis was used in this study. In practice, the paper aimed to help tourismresource development, tourism planning, products and traveling routes design andtourism marketing. The solution of this study will improve China's tourism marketanalysis and forecast, help the understanding of tourism market development and havesignificance for the development of tourism destinations, and therefore, providemanagement and decision-making reference for tourism enterprises and administrativeinstitutions.The data of this study came from web (http://mysotrip.sotrip.com/, there are3044344 item Web usage),field research(there are 24722 Samples) and second-handdata. After comparative analysis of web data and first-hand data, a conceptualframework of virtual tourism market theory was put forward and then an empirical analysis of Shaanxi tourism market was carried out. The work and conclusion of thisstudy is the following:1. Describes the development of global and domestic tourism industry, the currentsituation, problem and opportunities of Shaanxi tourism industry and introduces coreconcept of the study, including background, research methods and needs for the study.2. Analyzes the virtual system of tourism market on the basis of web data. Theconcept of tourism market virtuality is put forward and advantages of using internet tostudy tourism market are analyzed. Through studying characteristics of web tourismdata, it is concluded that centralized web data are better than others. Furthermore, thedriving factors of centralized web data are studied and mapping relation between webdata and tourism market is found. Finally, analysis repository and its flow frameworkare established.3. Studies the relation between web data and data from field research. There isstrong correlation between web data and data from field research. The two kinds of dataare consistent in both spatial and temporal distribution. Hence, it is concluded thatcorrectional web data is a reliable data source for tourism market virtuality.4. Concludes the spatial-temporal law of web data and data from field researchwith an empirical study. The results from web data are one month earlier than that offield research data. Both the data have shown the same spatial distribution. Therefore,web data can be used to analyze and forecast tourism demand, conducts an empiricalstudy of Shaanxi tourism market based on web data. First, Tourists are mainly fromShaanxi and neighbor regions. The number of tourists from the three regions isinsufficient, but has shown a great potential. Secondly, tourist demand is seasonal andtourists come to Shaanxi mainly in months from May to June and from September toOctober. Thirdly, domestic tourists prefer natural tourism resources to historical andcultural resources. Last, long-haul travelers show preference for famous andhighly-ranked tourism attractions. Moreover, the concept of web-based preferredattraction index is put forward and applied in the empirical study.5. Carries out a case study on tourism market forecast models. Many forecastmodels are set up and compared with traditional models, it is found that web data are precise. The new models include modified web-based gravitation model of Shaanxitourism market, web-based model of Shaanxi tourism origins, model of spatialdistribution in destinations, forecast model of tourist demand in different levelattractions and temporal model of Shaanxi tourism market6. Establishes a virtual system of tourism market for Shaanxi province on the basisof the theories of GIS, Maplnfo and MapX+ VB.The breakthrough and limitation of the study are the following:The concept of tourism market virtuality is put forward at first time and web-baseddata.are applied to the systematic analysis of tourism market virtuality. It is concludedthat centralized web data is one of the best data sources for analyzing tourism marketvirtuality. Moreover, analysis repository and its flow framework are established afterstudying the driving factors of web data and the mapping relation between web data andtourism market. According to the strong correlation between web data and data fromfield research, the concept of web-based preferred attraction index is put forward andfinally, many web-based tourism market forecast models are built.Due to limited information 1 have, the paper has several limitations, especially inthe study of long trend web data, manifold web data and tourist information searchbehavior, which will be addressed in future researches.