基于社交媒体数据的“网红打卡地”空间特征及影响因素

doi:10.12118/j.issn.1000-6060.2025.582

干旱区地理 ›› 2026, Vol. 49 ›› Issue (6): 1264-1276.doi: 10.12118/j.issn.1000-6060.2025.582 cstr: 32274.14.ALG2025582

基于社交媒体数据的“网红打卡地”空间特征及影响因素

朱怡婷¹(), 杜跃¹, 周雨乾², 何雄³, 周春山³(), 陈泓睿¹

¹ 新疆大学旅游学院/新疆历史文化旅游可持续发展重点实验室，新疆乌鲁木齐 830046
² 新疆艺术学院传媒学院，新疆乌鲁木齐 830023
³ 中山大学地理科学与规划学院，广东广州 510275

收稿日期:2025-09-23 修回日期:2025-10-09 出版日期:2026-06-25 发布日期:2026-06-29
通讯作者: 周春山（1964-），男，博士，教授，主要从事城市地理学、区域发展与城乡规划研究. E-mail: zhoucs@mail.sysu.edu.cn
作者简介:朱怡婷（1981-），女，博士，教授，主要从事旅游地理、干旱区旅游可持续发展等方面的研究. E-mail: yiting@xju.edu.cn
基金资助:
新疆维吾尔自治区自然科学基金面上项目(2024D01C17);新疆维吾尔自治区社会科学基金重大项目子课题(2025&ZD017);校级哲学社会科学培育项目(22FPY015)

Spatial characteristics and influencing factors of “internet celebrity spots punch in” based on social media data

ZHU Yiting¹(), DU Yue¹, ZHOU Yuqian², HE Xiong³, ZHOU Chunshan³(), CHEN Hongrui¹

¹ School of Tourism, Xinjiang University, Key Laboratory of Sustainable Development of Xinjiang’s Historical and Cultural Touism, Urumqi 830046, Xinjiang, China
² School of Media Studies, Xinjiang Arts University, Urumqi 830023, Xinjiang, China
³ School of Geography and Planning, Sun Yat-sen University, Guangzhou 510275, Guangdong, China

Received:2025-09-23 Revised:2025-10-09 Published:2026-06-25 Online:2026-06-29

摘要/Abstract

摘要：

基于小红书“打卡”笔记数据，将“网红打卡地”划分为商业购物、餐饮美食、旅游名片、休闲娱乐、特色商铺、文艺场馆和历史建筑7大类，运用平均最邻近、核密度法和冷热点分析等ArcGIS空间分析法探究乌鲁木齐市“网红打卡地”空间特征，并结合地理探测器探索其影响因素。结果表明：（1）乌鲁木齐市“网红打卡地”总体呈“南密北疏，内密外疏”的空间结构特征；空间分布类型为集聚型；空间密度呈“单核多点”分布形态。（2）乌鲁木齐市“网红打卡地”热点区的空间分布特征与城市发展格局大致相符，包含中山路热点区、红山路热点区、友好路热点区、铁路局热点区、红光山热点区和喀什路热点区6个主要热点区域。（3）乌鲁木齐市“网红打卡地”受经济规模、消费需求和交通布局因素作用力较强，各指标对“网红打卡地”空间分布的解释力差异明显。

关键词: 网红打卡地, 社交媒体, 空间分布, 地理探测器, 小红书

Abstract:

Using Xiaohongshu “check-in” posts, “internet celebrity spots puch in” in Urumqi City are classified into seven categories: Commercial shopping, dining and cuisine, tourism landmarks, leisure and entertainment, specialty retail, cultural venues, and historical architecture. Employing spatial analysis methods in ArcGIS, including average nearest neighbor, kernel density estimation and hotspot analysis, this study examines their spatial distribution. The geographic detector is further applied to identify influencing factors. The results show the following: (1) These spots exhibit an agglomerated spatial structure, generally “dense in the south and sparse in the north, dense in the interior and sparse in the periphery”, characterized by “single core and multiple points”. (2) Hotspot areas are consistent with the urban development patterns, specifically six areas, namely Zhongshan Road, Hongshan Road, Youhao Road, Railway Bureau, Hongguang Mountain, and Kashi Road. (3) The spatial distribution is strongly influenced by economic scale, consumer demand and transportation layout, with significant variation in how these indicators drive spatial heterogeneity.

Key words: “internet celebrity spots punch in”, social media, spatial distribution, Geodetector, Xiaohongshu

朱怡婷, 杜跃, 周雨乾, 何雄, 周春山, 陈泓睿. 基于社交媒体数据的“网红打卡地”空间特征及影响因素[J]. 干旱区地理, 2026, 49(6): 1264-1276.

ZHU Yiting, DU Yue, ZHOU Yuqian, HE Xiong, ZHOU Chunshan, CHEN Hongrui. Spatial characteristics and influencing factors of “internet celebrity spots punch in” based on social media data[J]. Arid Land Geography, 2026, 49(6): 1264-1276.

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笔记标题	笔记定位	经度/°E	纬度/°N	分享数	点赞数	收藏数	评论数
网红BAURSAK早餐店\|乌鲁木齐探店	BAURSAK包尔萨克早餐屋	87.641146	43.765429	356	512	656	8
新疆旅行\|你必然要去的首站：国际大巴扎	新疆国际大巴扎	87.618044	43.780083	254	1052	267	108
乌鲁木齐最好逛的商场	天山万科广场	87.627637	43.760336	277	1128	542	176
大美新疆乌鲁木齐市水西沟	水西沟	87.463707	43.466908	927	908	770	111
乌鲁木齐探店\|超适合自习的复古咖啡馆	美瑟达咖啡	87.611151	43.774278	193	504	550	33

地点类型	数量/个	主要业态	案例
商业购物	203	购物中心、商业街、商业广场等	CCMALL时代广场、美美购物中心、经开万达广场、天山万科广场
旅游名片	59	自然风景名胜区、城市公园、城市地标等	新疆国际大巴扎、南山牧场、丝绸之路国际滑雪场、红山公园、乌鲁木齐天山大峡谷
历史建筑	8	古迹建筑等	新疆民街、六馆一心
餐饮美食	653	餐厅、奶茶店等	米粉阵、海尔巴格餐厅、Eljem爱聚餐厅、茶茶巫
特色商铺	225	特色咖啡店、酒吧、民宿等	暗livehouse、Koz Coffee、庙邸野行家民宿
文艺场馆	51	艺术场馆、图书馆等	新疆美术馆、新疆维吾尔自治区图书馆、新疆维吾尔自治区博物馆
休闲娱乐	200	游乐园、美容店、剧本杀店等	龙吟剧情体验馆、阿唛龙幻想乐园、奈兮诗芮肌肤定制

类型	最邻近指数	置信水平（P值）	空间分布类型
整体	0.283	0.000	集聚型
商业购物类	0.440	0.000	集聚型
旅游名片类	0.710	0.000	集聚型
历史建筑类	2.292	0.000	离散型
餐饮美食类	0.331	0.000	集聚型
特色商铺类	0.424	0.000	集聚型
文艺场馆类	0.864	0.062	集聚型
休闲娱乐类	0.442	0.000	集聚型

影响因素	具体指标	单位	指标解释
经济规模	GDP（x₁）	10⁴元	表征区域经济总量规模
经济规模	第三产业增加值（x₂）	10⁴元	反映第三产业对区域经济的贡献水平
消费供给	住宿和餐饮业销售总额（x₃）	10⁴元	衡量区域旅游消费市场活跃度
	社会消费品零售总额（x₄）	10⁴元	表征区域消费市场活跃水平
	景区指数（x₅）	-	3A及以上高等级景区在所有景区中的占比
	文化旅游体育与传媒支出（x₆）	10⁴元	体现政府对文旅行业的公共财政投入力度
消费需求	人均可支配收入（x₇）	元	反映居民收入水平及潜在消费能力
	居民人口密度（x₈）	人·km^-2	表征人口集聚程度
	打卡地关注度（x₉）	-	基于小红书官方CES评分公式，计算相关帖子的点赞、评论、收藏数加权总和
土地价格	商铺租用价格（x₁₀）	元·d^-1·m^-2	反映商业区位租金成本水平
交通布局	路网密度（x₁₁）	km·km^-2	衡量交通基础设施的空间覆盖密度

因素	指标	整体	商业购物类	餐饮美食类	旅游名片类	休闲娱乐类	特色商铺类	文艺场馆类	历史建筑类
经济规模	x₁	0.9154^**	0.9611^**	0.9892^**	0.1767^**	0.9882^**	0.4807^**	0.9803^**	0.3771^**
经济规模	x₂	0.8187^**	0.8416^**	0.9132^**	0.1809^**	0.9097^**	0.4346^**	0.8646^**	0.3274^**
消费供给	x₃	0.3884^**	0.6382^**	0.4040^**	0.1816^**	0.5534^**	0.2036^*	0.6130^**	0.1951^**
	x₄	0.6720^**	0.7767^**	0.8092^**	0.1692^**	0.7520^**	0.2680^**	0.7853^**	0.3539^**
	x₅	0.7533^**	0.5826^**	0.8235^**	0.9391^**	0.6087^**	0.8022^**	0.7270^**	0.9186^**
	x₆	0.8168^**	0.8726^**	0.8695^**	0.9872^**	0.7550^**	0.7932^**	0.8747^**	0.8676^**
消费需求	x₇	0.5374^**	0.6205^**	0.5592^**	0.9873^**	0.5809^**	0.6584^**	0.6404^**	0.4409^**
	x₈	0.8990^**	0.9643^**	0.9759^**	0.1798^**	0.9630^**	0.4680^**	0.9723^**	0.5458^**
	x₉	0.9579^**	0.9789^**	0.9140^**	0.9900^**	0.9608^**	0.9808^**	0.9774^**	0.8213^**
土地价格	x₁₀	0.2994^**	0.3776^**	0.2930^**	0.9983^**	0.3292^**	0.5693^**	0.3414^**	0.7782^**
交通布局	x₁₁	0.8178^**	0.8619^**	0.9346^**	0.1745^**	0.8888^**	0.3905^**	0.8655^**	0.6153^**

基于社交媒体数据的“网红打卡地”空间特征及影响因素

Spatial characteristics and influencing factors of “internet celebrity spots punch in” based on social media data

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