| 摘要: |
| 中国国家公园已成为向世界展示生态文明大国形象
的名片，其品牌构建愈发重要，但国家公园在吸引公众到访方
面是否产生了应有的品牌吸引力，尚未得到研究。以武夷山国
家公园为案例，通过爬取携程、高德地图、微博和百度等平台
的POI、访客评论、词条检索量等数据，采用结构方程模型、
时间序列分析和双变量莫兰指数分析，探讨品牌吸引力对访客
到访意愿的影响。结果表明：1)“武夷山国家公园”品牌的
关注度在特定时间节点波动；2)品牌吸引力对访客到访意愿
具有显著的正向影响，其作用路径包括2种，分别为直接促进
和通过影响情感状态、实际体验间接促进；3)品牌吸引力与
访客到访意愿的空间分布呈现出协同关系，尤其是在国家公园
内的东北角和国家公园外的西北处等区域，二者表现出较强的
正相关性。研究结果可为国家公园可持续游憩发展和治理提供
参考。 |
| 关键词: 风景园林 国家公园 品牌吸引力 到访意愿 大
数据集 情感感知 |
| DOI：10.19775/j.cla.2024.12.0015 |
| 投稿时间：2024-09-09修订日期：2024-09-27 |
| 基金项目:广东省基础与应用基础研究基金
( 2 0 2 3 A 1 5 1 5 1 1 0 8 5 6 ) ； 广东省哲学社会科学规
划项目( G D 2 2 Y Y S 0 9 ) ； 中央高校基本科研项目
( 2 6 6 2 0 2 4 Y L P Y 0 0 5 ) ； 国家自然科学基金面上项目
(72374017) |
|
| The Appeal of National Parks: The Impact of NationalPark Brands on Visitors' Willingness to Visit |
| SUN Qiaoyun,ZENG Yingran,WANG Jiaxin,QIN Yi,ZHONG Le |
| Abstract: |
| National parks have become a symbol of the nation's
commitment to ecological civilization, increasingly serving as a
global showcase. The construction and influence of these national
park brands are growing in importance. However, whether these
parks have generated the expected brand attractiveness in attracting
public visits has not yet been thoroughly studied. Using Wuyishan
National Park as a case study, this research collects data on
Points of Interest (POI), visitor comments, and keyword search
volumes from platforms such as Ctrip, Amap, Weibo, and Baidu.
By employing Structural Equation Modeling (SEM), time series
analysis, and bivariate Moran's I analysis, the study explores the
spatiotemporal differentiation characteristics of national park brand
attractiveness and visitors' willingness to visit. The results indicate
that: 1) the "Wuyishan National Park" brand's attention is driven by
specific time nodes; 2) the brand attractiveness of national parks has
a significant positive impact on visitors' willingness to visit, with
two distinct pathways of influence: direct promotion and indirect
promotion through the influence on emotional states and actual
experiences; 3) there is a synergistic relationship between the spatial
distribution of brand appeal and visitors' visitation intentions,
particularly in the northeastern part of the park and the northwestern
areas outside the park, where a strong positive correlation is
observed. These findings can provide valuable insights for the
governance of national parks. |
| Key words: landscape architecture national park brand
attractiveness visitors' willingness big data emotional perception |
