新兴葡萄酒旅游目的地空间网络结构及其影响因素——基于社会网络分析方法（QAP）

以宁夏贺兰山东麓这一新兴葡萄酒旅游目的地为例，构建酒庄和景点之间的空间联系网络，并对影响目的地空间网络结构的因素进行分析。结果表明：热门景点处于贺兰山东麓葡萄酒旅游网络中心，而非酒庄。区域、节点等级、获得等级的时间与可访问性等因素显著影响了新兴葡萄酒目的地的网络结构；在新兴葡萄酒旅游目的地，位于相同区域的酒庄由于地理位置邻近，可以共享客源；酒庄获得类似等级以及获级时间邻近也可共享网络吸引葡萄酒游客。然而，成立时间和景点类型并不是葡萄酒旅游地空间网络的重要影响指标。基于此，提出当地政府应制定促进和发展葡萄酒旅游的战略计划，推动葡萄酒品牌形象提升；酒庄应提升自身星级，加强旅游设施建设、提升接待能力，从而承接更多客流量，获得竞争优势。

Spatial Network Structure and Influencing Factors on Emerging Wine Tourism Destinations: A Network Analysis Based on Quadratic Assignment Procedure

Wine tourists form a relationship network between wineries and scenic spots through their own movements in emerging wine tourism destinations. Studying the network structure and influencing factors of emerging wine tourism destinations from the demand-side perspective facilitates understanding of the development status, enhances competitiveness, promotes effective joint marketing and resists market competition. This paper took the enhances wine tourism destination on the east foothills of Helan Mountains in Ningxia as an example. We used a questionnaire survey to structure the spatial movement trajectory of tourists, constructed the spatial contact network of wineries and scenic spots by the network analysis method, and analyzed the factors influencing the spatial network structure of the destination. We found that the local hot scenic spots were in the center of the wine tourism network on the eastern foothills of Helan Mountains, not the winery. As for influencing factors, the region proximity, grade proximity, grade tenure proximity, and accessibility policy proximity significantly affected the network structure of emerging wine destinations. This study showed that in emerging wine tourism destinations, wineries located in the same area tend to share network relationships in attracting wine tourists because of their region proximity, grade proximity, and grade tenure proximity. However, the establishment's tenure proximity and type proximity had no significant effect. Our study also indicated that the winery in emerging wine destination had a short history, and tourists were mainly affected by the popularity of the node itself rather than its history. The brand image of the wine tourism destination was not distinctive and prominent, and tourists currently regarded the winery as an ordinary scenic spot. Therefore, the local government should formulate a strategic plan to promote and develop wine tourism so as to enhance the wine brand's image. The winery should strive to obtain a grade as high as possible and improve tourism facilities and reception capacity so as to accommodate more tourists and achieve a competitive advantage.