Abstract: The number of inlink to a tourist attraction's official website has been interpreted as its attractiveness in the previous study. However, hyperlink creation motivation study is required to validate this finding. For overcoming the problems of motivation research at present, this paper provides a new method based on reference theory, which considers that the domain name of a tourist attraction's website has not only reference(that is, refers to a website) , but also meaning (reflects the significance of using its hyperlink). Through a case study of Mt. Huangshan, it shows that the inlink creation is not random, the domain names which have the same reference could have different meaning and its meaning reflects the distribution of the significance of using its hyperlink. It also shows that the main creation motivations of inlink to a tourist website are to recommend the tourist attractions. In particular, almost 90% of inlinks pointing to the domain name (www.tourmart.cn) which is the most representative for Huangshan Mountain are related to tourism. The results above provide evidence for the interpretation of the tourist attraction?s inlink count as its attractiveness.

Key words: hyperlink creation motivations, tourism attractiveness, hyperlink analysis, reference theory

摘要： 在前人研究中, 景区网站入链数被解释为景区旅游吸引力, 这种解释是否合理还需要对景区链接产生的动机进行分析。针对 目前链接动机研究中存在的问题, 作者提出一个基于指称理论的链接动机分析新方法, 认为景区网站域名不仅有指称(即其所指网站)还有涵义(反映了其链接的使用意义)。通过对黄山案例实证研究表明, 景区入链的产生不是随机的, 具有相同指称的域名可能具有不同的涵义, 其涵义反映在其链接的使用意义分布上;景区入链产生的主要动机是为了推荐景区旅游, 特别是代表黄山旅游的域名(www.tourmart.cn) , 在其链接中推荐旅游的动机大约占了90% 。以上研究结果为景区网站入链数的吸引力解释提供了有力证据。

关键词: 链接动机分析, 旅游吸引力, 链接分析法, 指称理论