基于“互联网+”的江苏省乡村旅游产业影响因素分析

ANALYSIS ON INFLUENCING FACTORS OF RURAL TOURISM INDUSTRY IN JIANGSU PROVINCE BASED ON "INTERNET+"

关键词:  乡村旅游产业影响因素互联网+DEMATEL方法定量分析

Key words:  rural tourism industry  influencing factors  Internet +  DEMATEL method  quantitative analysis

摘要:

［目的］互联网的快速发展及普及为乡村旅游产业的持续发展提供了新平台，探讨“互联网+”下乡村旅游产业的影响因素，对于加快乡村旅游产业的升级转型，丰富乡村旅游的消费模式，解决旅游产品同质化问题等方面具有一定的指导作用。［方法］文章基于“互联网+”构建乡村旅游产业的影响因素，进而采用DEMATEL方法对其影响因素进行分析。［结果］影响江苏省乡村旅游产业的原因因素包括4G网络覆盖率，乡村旅游官网，乡村旅游信息网和乡村旅游营销平台； 结果因素包括经营者互联网思维和技术，乡村旅游网络销售收入和无线网络覆盖率。同时中心度大于3的影响因素有乡村旅游信息网和经营者互联网思维和技术，大于2的影响因素有4G网络覆盖率和乡村旅游官网，在乡村旅游发展中发挥着较大作用。［结论］政府的政策和资助对于乡村旅游产业的发展具有直接推动作用，而加强旅游企业和基础设施的网络建设能够有效地提升乡村旅游产业的进一步发展。

Abstract:

The rapid development and popularization of the Internet provide a new platform for the sustainable development of the rural tourism industry. Exploring the influencing factors of the rural tourism industry under the Internet + has a certain guiding role in accelerating the upgrading and transformation of the rural tourism industry, enriching the consumption pattern of rural tourism, and solving the homogeneity of tourism products. Based on the Internet + to construct the influencing factors of the rural tourism industry, this study used the DEMATEL method to analyze its influencing factors. The results show that the factors influencing the rural tourism industry in Jiangsu province include 4G network coverage, rural tourism official website, rural tourism information network and rural tourism marketing platform; the resulting factors include the operator′s Internet thinking and technology, rural tourism network sales revenue and wireless network Coverage. At the same time, the factors affecting centrality greater than 3 include rural tourism information network and operators′ internet thinking and technology. The factors affecting centrality greater than 2 have 4G network coverage and rural tourism official website, which play a greater role in the development of rural tourism. The government′s policies and subsidies have a direct impact on the development of the rural tourism industry. Strengthening the network construction of tourism enterprises and infrastructure can effectively enhance the further development of the rural tourism industry.