将目的地接待的游客量和目的地与客源地的距离结合起来,采用空间交互模型测算目的地旅游吸引力,以浙江省为案例,测算不同城市的旅游吸引力。结果表明：旅游吸引力与接待游客量成显著的正比关系,游客量越多的旅游目的地,其旅游吸引力越大;在接待游客量相当的情况下,能够吸引更多远距离游客的目的地,其旅游吸引力越大。浙江省旅游吸引力呈现“镶嵌式圈层结构”的空间分异规律。该圈层以杭州市为中心,形成了Ⅰ级旅游吸引力区域;在杭州市外围,由湖州市、嘉兴市、宁波市、台州市和丽水市形成了圈层结构的第Ⅱ级旅游吸引力区域;在第二圈层的外围,由舟山市、温州市形成了圈层结构的第Ⅲ级;在第一圈层和第二圈层的南部地区,由衢州市和金华市组成的区域形成了镶嵌式的旅游吸引力第Ⅲ级区域。目的地旅游吸引力的强弱与旅游吸引物的等级、旅游设施和服务的数量及质量等高度相关。
Abstract: The power of tourist destinations to draw tourists is a fundamental topic in tourism research. Assessment of tourism attractiveness helps to determine policies that promote competitiveness. Previous research measured a destination’s attractiveness using statistics such as tourist inflows rates, ignoring the effects of distance between a tourist’s point of origin and the destination. In this paper, we applied Fotheringham’s concept of relative intrinsic attractivity (RIA) to create a model that includes the spatial distance from the tourist’s point of origin in the assessment of destination attraction. We used 2015 tourism data from eleven cities in Zhejiang Province. Our results showed that destination attractiveness is directly proportional to the absolute number of tourists: as the number of tourists to a destination increases, the destination’s attractiveness increases. Comparing destinations that received similar numbers of tourists, the one that drew more arrivals from more distant origins was more attractive. Among the eleven cities in Zhejiang province, Hangzhou received the greatest number of tourists and the most arrivals from distant origins, reflecting that Hangzhou had the highest attractiveness. The distribution of tourism attractiveness was consistent with the distribution of high level scenic spots (AAAA and above) and tourism economic development. Our correlation analysis between characteristics or features of the destinations and their tourism attractiveness showed that the numbers of high level scenic spots (rated AAAA and above), hotels, travel agencies, amount of tourism investment, quality of the tourism industry employees, and tourist satisfaction were significantly positively correlated with tourism attraction. However, the correlation between low level scenic spots (AAA and below) and tourism attractiveness was not significant. The research has important implications for destination management.
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