Abstract: To measurethe impact of a mega-event on the awareness of tourism attractions in host city, an approach was developed based upon hyperlink analysis ?Hyperlink Change Analysis. Its idea is based on two assumptions: 1) the larger the number of inlinks of the tourism attraction’s official Web site , the higher its awareness; 2) under general circumstances, the growth of the number of inlinks of tourismattraction’s official site is similar to linear growth. If these two assumptions are correct, then the general growth pattern will be changed by mega-events, so that change of inlinks can measure the impact of a mega-event on the awareness of tourism attractions in host city. The paper explores the feasibility of hyperlink change analysis through researching the change of the number of inlinks of Beijing tourism attractions’official Web site during the Beijing 2008 Olympic Games.

Key words: mega-events, tourismattractions, awareness, hyperlink analysis, hyperlink change analysis

摘要： 为测量重大事件对举办地旅游景区知名度的影响, 提出了基于链接分析的度量方法???链接变化分析法。其基本思想基于两个假设: 1) 旅游景区官方网站的入链数越多, 则该景区知名度越大; 2)一般情况下, 旅游景区官方网站的入链数呈近似线性增长。如果这两个假设前提是正确的, 重大事件将会改变入链数的一般增长模式, 在变化曲线上表现为突变。因此通过度量入链数的变化就可以测度重大事件对举办地旅游景区的影响。通过对2008年奥运会期间北京市旅游景区网站入链变化的研究, 探讨了链接变化分析法的可行性。

关键词: 重大事件, 旅游景区, 知名度, 链接分析, 链接变化分析法