电子商务视角下旅游目的地多模式交通的算法推荐优化

Optimizing Algorithmic Recommendations for Multi-Modal Tourism Transport from an E-Commerce Perspective

摘要: 数字技术重构了旅游交通服务的交易模式与消费体验，却也导致OTA平台的“效率最优”推荐与游客线下场景化体验之间产生系统性错配。本文提出，平台对目的地交通产品的组织逻辑应从“效率层级”转向“场景适配”，通过构建“场景标签–产品配置–算法推荐”(SPA)三层框架，将交通服务解构为具有差异化体验属性的数字产品单元。基于苍南县“山海型”县域的平台数据与实地验证，本文诊断出五类典型错配及其算法生成机制：入口过渡区的“直达悖论”源于算法对仪式感属性的权重缺失；核心观光区的“强制慢速”反映产品数字化供给不足；深度体验区的“通达性陷阱”体现稀缺性维持与算法扩散的张力。研究表明，成功的旅游交通电子商务需要通过场景标签体系重构产品颗粒度，并建立UGC数据驱动的算法权重动态优化闭环。本文提出的“节律一致性”“模式冗余”“节点事件化”三项原则，为OTA平台算法优化与目的地数字化协同提供了理论参照与实践启示。

Abstract: Digital technology has transformed the transaction models and consumer experiences of tourism transportation services, yet it has also created a systemic mismatch between OTA platforms’ “optimal efficiency” recommendations and tourists’ on-site, context-specific experiences. This paper proposes shifting the platform’s organizational logic for destination transportation offerings from a “efficiency-oriented” approach to a “scenario-adaptive” one. By establishing a three-tier framework of “scenario tags-product configurations-algorithmic recommendations” (SPA), transportation services are deconstructed into digital product units with distinct experiential attributes. Based on platform data and field validation from Cangnan County—a mountain-sea region—the study identifies five typical mismatches and their algorithmic mechanisms: the “directness paradox” in gateway transition zones stems from algorithms’ under weighting of ritualistic elements; the “forced slowdown” in core sightseeing areas reflects insufficient digital product offerings; and the “accessibility trap” in immersive experience zones highlights the tension between maintaining scarcity and algorithmic proliferation. The research demonstrates that successful tourism transportation e-commerce requires reconstructing product granularity through scenario-tagging systems and establishing a dynamic optimization loop for algorithmic weights driven by UGC data. The three principles proposed—“rhythmic consistency,” “pattern redundancy”, and “event-driven node management”—provide theoretical frameworks and practical insights for optimizing OTA algorithms and enhancing destination digital integration.