郭晶 王德 黄琴诗 陈君南

GUO Jing, WANG De, HUANG Qinshi, CHEN Junnan

社交媒体已成为游客了解和选择旅游目的地的重要信息来源，网红效应增强游客出行意愿的同时，也对城市管理提出了新的挑战。本研究从虚实空间互动的视角出发，基于手机信令和小红书打卡数据，识别上海市网红打卡地的空间分布特征，探讨社交媒体作用下游客行为链的动态演变特征，通过固定效应模型解释社交媒体对旅游行为的影响机制。研究表明：（1）上海网红打卡地的空间分布呈现显著的中心—外围结构，与城市功能区的布局高度契合，不同类型网红地表现出差异化的增长模式。（2）社交媒体的虚拟空间网络热度对游客行为的影响显著，热点推荐效应推动了旅游位置偏好从传统型单一景点游览向复合型综合商服消费空间转变。（3）固定效应模型结果显示，社交媒体热度是影响游客行为的核心因素，旅游服务设施需求呈现出传统与新兴旅游模式的分化特征，社交媒体使用度对游客行为链具有双重作用，高强度使用倾向于形成高频短时的打卡行为模式。本研究揭示了社交媒体推动下城市旅游时空行为的虚实空间互动机制，为城市规划和旅游管理提供了决策参考。

Social media has become a crucial information source for tourists to learn about and select travel destinations. While the “internet celebrity” effect strengthens tourists’ willingness to travel, it also poses new challenges for urban management. This paper, adopting a perspective of virtual-physical space interaction, utilizes mobile signaling data and Xiaohongshu check-in data to identify the spatial distribution patterns of internet-famous destinations in Shanghai. It further explores the dynamic evolution of tourists’ behavioral chains under the influence of social media and employs a fixed-effects model to explain the mechanisms of how social media affects tourism behavior. The findings indicate that: (1) the spatial distribution of Shanghai’s internet-famous check-in locations exhibits a significant core-periphery structure, highly consistent with the city’s functional zoning, and different types of locations show distinct growth patterns; (2) the virtual network popularity of social media significantly influences tourist behavior, with the hotspot recommendation effect shifting tourists’ location preferences from traditional single-site sightseeing toward composite commercial and consumption spaces; (3) results from the fixed-effects model suggest that online popularity is a core factor shaping tourist behavior, and that the demand for tourism-related services shows a differentiated pattern between traditional and emerging tourism models. Furthermore, higher social media engagement tends to promote high-frequency, short-duration check-in behaviors. Overall, this paper reveals the mechanisms of virtual-physical space interaction in urban tourism spatiotemporal behavior driven by social media, providing valuable decision-making references for urban planning and tourism management.

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