基于科学知识图谱的我国旅游电商研究现状及趋势可视化分析

Visual Analysis of the Current Situation and Trends of China’s Tourism E-Commerce Research Based on Scientific Knowledge Graph

摘要: 在数字经济与“互联网+”战略的推动下，旅游电商逐渐成为促进旅游产业转型升级的重要领域。为全面掌握该领域的研究脉络，本文基于CiteSpace对2015~2025年中国知网收录的旅游电商相关文献进行了可视化计量分析。通过关键词共现、聚类和突现分析，系统梳理了研究主题的分布特征和演化趋势。结果显示，旅游电商研究经历了从初期关注智慧旅游、网络营销等基础议题，逐步扩展到直播带货、数字技术、乡村振兴和文旅融合等多元方向，形成了以电子商务、乡村旅游、智慧旅游和网络营销为核心的知识结构。不同聚类之间体现出宏观政策导向、技术应用深化和营销模式创新的交织，呈现出多层次、跨领域的发展态势。研究表明，旅游电商正处于快速演进和理论拓展的重要阶段，本文的分析为进一步探究其内在机制、优化发展路径和完善学术体系提供了参考依据。

Abstract: Driven by the digital economy and the “Internet Plus” strategy, tourism e-commerce has gradually become an important field for promoting the transformation and upgrading of the tourism industry. To comprehensively grasp the research trends in this field, this paper conducts a visualized quantitative analysis of tourism e-commerce-related literature indexed by CNKI from 2015 to 2025 based on CiteSpace. Through keyword co-occurrence, clustering, and burst analysis, the distribution characteristics and evolution trends of research topics are systematically sorted out. The results show that the research on tourism e-commerce has evolved from initially focusing on basic issues such as smart tourism and online marketing to expanding into multiple directions including live-streaming sales, digital technology, rural revitalization, and cultural tourism integration, forming a knowledge structure centered on e-commerce, rural tourism, smart tourism, and online marketing. The different clusters reflect the interweaving of macro policy guidance, deepening of technology application, and innovation in marketing models, presenting a multi-level and cross-disciplinary development trend. The research indicates that tourism e-commerce is currently in an important stage of rapid evolution and theoretical expansion. The analysis in this paper provides a reference basis for further exploring its internal mechanisms, optimizing development paths, and improving the academic system.