基于多源数据的乡村旅游地发展评价研究——以苏州市吴中区为例

EVALUATION OF RURAL TOURISM DESTINATIONS DEVELOPMENT LEVEL BASED ON MULTI-SOURCE DATA——A CASE STUDY OF WUZHONG DISTRICT, SUZHOU CITY

关键词:  乡村旅游  发展水平评价  多源数据  网络关注度  吴中区

Key words:  rural tourism  development level evaluation  multi-source data  online attention  Wuzhong district

摘要:

目的 尝试探索多源异构大数据在乡村旅游地发展评价中的应用，科学客观地评估苏州市吴中区乡村旅游地发展水平，为推动乡村旅游高质量发展提供参考建议。方法 文章基于多源网络数据，构建了包括网络关注度、游客情感值和设施完善度3个准则层的评价指标体系。首先，通过“百度指数+旅游网站评论数量”测算网络关注度；然后，通过“网络评论文本+SnowNLP机器学习模型”测算游客情感值；再后，通过POI数据测度设施完善度；最后，对以上3个准则层进行加权评估，结合实地调研情况，确定熵权-TOPSIS综合模型为最优模型得出2024年吴中区13个重点村落的乡村旅游发展水平。结果 （1）吴中区13个典型乡村旅游地的发展水平存在显著差异。从地域特征来看，东山、西山地区的乡村旅游发展整体处于优势。（2）在网络关注度方面，13个乡村旅游地呈现出长尾效应。整体上疫情后吴中区乡村旅游地的网络关注度恢复较快，少数村落出现明显衰退迹象；在游客情感值方面，13个村落整体正面情感居多，游客评论情感值有两极化现象，整体上疫情期间的平均游客情感值略高于疫情前与疫情后；在设施完善度方面，吴中区旅游服务设施核密度分布以吴中区与工业园区、姑苏区交界地带为核心，以秉常村、莫厘村周边地区为次核心。（3）设施完善度得分与综合得分的皮尔逊相关系数最高，一定程度上体现了市场映射的结果。结论 分别从不同类型村落发展和全域乡村旅游线路组织的角度提出旅游发展建议，以期提升各村落的旅游竞争力和综合吸引力，促进区域旅游的高质量发展。

Abstract:

The scientific and objective assessment of the development level of rural tourism is essential for promoting its high-quality development. However, traditional tourism data are often difficult to obtain in rural areas due to limited infrastructure and dispersed data sources. To address this challenge, this research explores the application of multi-source heterogeneous big data in evaluating rural tourism development. Specifically, the study focused on 13 key rural tourism villages in Wuzhong district of Suzhou city, China, as case examples. An evaluation index system was constructed based on three criteria: network attention, tourist sentiment, and facility completeness. Firstly, network attention was measured using "Baidu Index + the number of tourism website comments." Secondly, tourist sentiment was calculated through "online comment texts + the SnowNLP machine learning model." Thirdly, facility completeness was quantified by using POI data. Finally, a weighted assessment was conducted on the three criteria, and the entropy weight-TOPSIS comprehensive model was determined as the optimal model for evaluating the development level of rural tourism destinations, combined with field research. The results revealed that: (1) There were significant differences in the development levels of the 13 typical rural tourism destinations in Wuzhong district. In terms of regional characteristics, the rural tourism development in Dongshan and Xishan areas was overall more advantageous. (2) In terms of network attention, the 13 rural tourism destinations exhibited a long-tail effect. Overall, the network attention of rural tourism destinations in Wuzhong District recovered quickly after COVID-19 pandemic that broke out in 2020, although a few villages showed signs of significant decline; Tourist sentiment was predominantly positive among the 13 villages, with a polarization phenomenon in tourist comment sentiments. The average tourist sentiment value during the pandemic was slightly higher than that before and after the pandemic; Regarding facility completeness, the kernel density distribution of tourism service facilities in Wuzhong district was centered around the boundary areas of Wuzhong district, Industrial Park, and Gusu district, with the areas around Bingchang village and Moli village as secondary cores. (3) The Pearson correlation coefficient between the score of facility completeness and the comprehensive score was the highest, reflecting the results of market mapping to some extent. Finally, tailored recommendations are proposed for village-specific development and regional tourism route optimization to enhance competitiveness and foster high-quality regional tourism growth.