Spatial Characteristics And Influencing Factors Of The Supply Heat Of Scenic Spots In Hunan Province

Scenic spots are the core products of tourism supply and the basic demand objects of tourism consumption.In the "Internet+" era,online tourism has been developing into a major business of travel agency,and OTA has been being an important form of tourism supply.However,the academic achievements mainly focus on the classic supply problem,the online supply research is insufficient.Exploring the spatial characteristics and influencing factors of the supply heat of scenic spots based on OTA data has theoretical significance and practical value.The supply heat of scenic spots is the frequency of occurrence of specific scenic spots in various types of tourism products provided by OTA within a certain period,which is essentially the attention degree of OTA to specific scenic spots.This article uses crawler software to obtain 124599 items of tourism routes,personalized customization routes and scenic spots(tickets)in Hunan Province on seven mainstream OTA platforms such as Ctrip and Fliggy.The supply information of 318 scenic spots is picked out from these tourism products.Designing the measurement plan for the supply heat of scenic spots and implementing calculations for 318 scenic spots.On this basis,the spatial characteristics of the supply heat of scenic spots in Hunan Province are revealed by the methods of kernel density estimation,standard deviation ellipse,and variation coefficient,etc.Buffer analysis and correlation analysis,etc.are used to explore its influencing factors.Through the research,the following conclusions are drawn:(1)The supply heat of scenic spots in Hunan Province is generally at a low level and there are few high-peak scenic spots;It mainly forms a development pattern of "one center,one leader,and four relatively concentrated areas",and presents a northwest-southeast development trend.In general,the supply heat of scenic spots in Hunan Province is unevenly distributed and has relatively concentrated characteristics;the supply heat of scenic spots in different cities and prefectures is obviously different,and it shows a "high-low-high" trend from northwest to southeast.(2)The supply heat of scenic spots in Hunan Province is affected by terrain,transportation,economy,government policies,scenic spot quality and sales.Among them,terrain and traffic have a good coupling relationship with thesupply heat of scenic spots,There is a clearly positive correlation among the supply heat of scenic spots,tourism income and scenic quality.Sales have a positive impact on the supply heat of scenic spots.In view of the problems related to the supply of scenic spots in Hunan Province,three optimization suggestions are proposed: government-led,to promote the optimization of the spatial structure of scenic spots supply;market-oriented,to promote the full exploitation of market potential;collaborative innovation,to promote the coordinated development of tourism.