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| HOW RELIABLE ARE CELLULAR POSITIONING DATA IN TOURISM ENVIRONMENTS? AN EXPLORATION OF FUNCTIONAL REGIONS |
| ZHAO Ying1, ZHANG Chao-zhi1,2, JIN Yu-han1 |
1. School of Tourism Management, Sun Yat-sen University, Guangzhou 510275, China;
2. UIUC-SYSU International Joint Lab for National Park Research(Zhangjiajie), Guangzhou 510275, China |
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Abstract Following the wide use of mobile communications and mobile Internet, human geography scholars have paid considerable attention to big data with geospatial information. This research focuses on the value and exploration of cellular positioning data in tourism research and has detected functional regions in a tourism-oriented city. This empirical case study is based on Wulingyuan district and Cili county in Zhangjiajie city. The dataset contains not only the aggregated records at the cell tower level from China Mobile and at the administrative area level from China Unicom, but also the real tourist numbers from government offices. The empirical study first explores the reliability of roaming user numbers, and Internet and call traffic volumes. The results show that roaming user numbers are only reliable in tourism areas and Internet traffic is better than call traffic if comparing their correlation levels with actual tourist numbers. This finding might be associated with personal cellular phone use habits. The study then analyzes the temporal rhythm of roaming user numbers to find the characteristics and differences between tourism and residential areas. The results show significant differences; i.e., roaming user numbers increase sharply around holidays in tourism areas while the changes are relatively slow in residential areas. According to the reliability discussion on Internet traffic volume, the final part of the study applies an exploratory factor analysis to the seasonal tourism spaces in Zhangjiajie city based on these data sources, which could allow deep explorations at small spatial scales. The functional regions discovered by cellular positioning data are mostly correlated with physical space characteristics, which shows that the exploration is probably valid and reliable.
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Received: 20 July 2017
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2018, Vol. 33 
