Research On Wuhan Rural Tourism Destination Network

Rural tourism destinations are important carriers of urban and rural tourism activities.In the context of the sharp increase in demand for rural tourism,simply relying on the development model of individual attractions cannot satisfy the tourists’ demand for rural tourism services.The “global tourism” policy launched in 2017 will lead the rural tourism to the regional and integrated development direction of the destination.Therefore,the purpose of this study is to summarize the internal linkages and overall trends between rural tourism destinations,formulate coordinated development strategies for reasonable rural tourism destinations,enhance the overall strategic synergy of rural tourism destinations,and deepen regional rural tourism destinations.Complementary and cooperative resources.This paper takes Wuhan rural tourism destination as the research object,based on social network analysis theory and method,combined with spatial interaction model,builds and analyzes network model with Ucinet6.0 software,and analyzes network structure by software such as Netdraw,Gephi and Excel.The results are visualized.Based on the analysis results of network structure characteristics,combined with the interpolation analysis of ArcGIS,oriented to network optimization,the collaborative development strategy of rural tourism destinations in Wuhan is proposed.The construction of the network model of rural tourism destinations in Wuhan is the basis for the analysis of network structure characteristics.Based on the theory of social network analysis,this study combines the spatial interaction model to abstract the complex reality attributes of destinations into simple binarization relations.According to the binarization relation matrix,the network model is obtained by the operation.The network structure characteristics of rural tourism destinations in Wuhan are analyzed from the three network structure levels of “whole-local-individual”.The overall network structure characteristics are characterized by strong stability of the overall network but insufficient completeness.The characteristics of local network structure show obvious agglomeration phenomenon,and the result of group division of rural tourism destinations is obtained through modular analysis,which is used to construct a group tourism community group synergy.In terms of individual characteristics,through central analysis,the central trend of destination individuals in the network,as well as the role system of rural tourism destinations,the roles of different role destinations in the network are illustrated,and typical cases are selected for detailed description.The coordinated development of rural tourism destinations in Wuhan is oriented towards the optimization of network structure.From the perspectives of strategic coordination,regional resource coordination and organizational management coordination,three levels of collaborative development strategies are proposed for rural tourism destinations in Wuhan.At the overall planning level,based on the overall network structure characteristics,the network structure optimization strategy and the “core-intermediate-edge” zoning map are proposed,and coordinated development orientations are proposed for different regions to guide strategic coordination.At the local group level,based on the results of local grouping,combined with the network structure characteristics of the group and the resource status of the group,the network structure optimization strategy and development direction of the group are proposed.At the individual level,based on the analysis of the role of rural tourism destinations,the spatial distribution optimization strategy of rural tourism destination roles and the landscape optimization strategies of different roles are proposed.This study attempts to apply the social network analysis method in rural tourism destination research,and uses the network model to portray the internal contact of rural tourism destinations,providing scientific basis and research ideas for the coordinated development of rural tourism destinations in Wuhan.