Abstract: Based on the previous research which showed that Link count to an attraction’s website can indicate its tourism attractiveness, the creation motivations for links to A-grade attractions in Beijing are investigated. First, a classification scheme for link creation motivations was created based on attraction’s attributes. Second, the link data were collected by search engines and 485 links were sampled randomly. Last, the links were classified independently by three researchers. The survey results show the majority, over 70%, was created for reasons related to tourism. However, there are differences in proportion of tourism motivation for creating links to different types of attractions. The more functions an attraction offers, the lower proportion of links created for tourism reason it has, e.g., museums and industrial and agricultural tourism demonstration enterprise. If the removal of these two types of attractions, the proportion of tourism motivation could rise to about 90%. The above results demonstrate the significance of link count to attractions is dominated by links created for tourism reason, and it provides evidence in support of attractiveness interpretation of links.

Key words: tourism attractiveness, link analysis, links to attractions, link creation motivations

摘要： 在前期工作发现景区链接数能够反映景区旅游吸引力的基础上, 探讨了北京A级景区的链接动机。首先, 根据景区属性建立链接动机的分类体系; 然后, 通过搜索引擎采集景区链接数据, 并随机抽取485个链接样本; 最后, 由3个研究者分别独立地进行分类。调查结果显示景区链接的创建动机主要是旅游, 总体上比例超过了70%。但是, 不同类型景区链接的旅游动机比例存在差异。景区的功能越多, 则景区链接的旅游动机比例越低, 如博物馆和工农业旅游示范企业。如果除去以上两类景区, 则旅游动机比例上升到了90%左右。研究结果说明景区链接数的意义是由旅游动机产生的链接决定的。这个结论为景区链接的吸引力解释提供了证据。

关键词: 旅游吸引力, 链接分析法, 景区链接, 链接创建动机