Study On The Structure Of Searching Attention Of Regional Tourism Destination

With the continuous innovation and progress of network technology,the integration degree of Internet and daily life is more and more close.By the end of June 2017,the Internet penetration rate reached 54.3%.In September 2015,the National Tourism Administration launched the implementation of the "tourism + Internet" action plan,and pointed out that we should actively use the Internet to give full play to the comprehensive advantages and driving role of tourism.This deep fusion brings a revolutionary development,the convenience of the Internet to disseminate information speeds up the transmission of consumer tourism perception.In the second half of 2017,the data center of the National Tourism Administration has been working with enterprises to set up tourism big data labs on different emphasis,promoting the statistics and development of the tourism market and deepening the integration of tourism and the Internet from the national level.The mass data of the Internet can not only be used to guide the development of the market and industry,but also gradually become an important direction in the field of academic research.Scholars have made great contributions to network data based on different research questions,among which foreign scholars widely used Google trend data,and domestic scholars used Baidu index data especially.However,although scholars widely use the Baidu index to carry out the research of tourism prediction and the geographical distribution of tourism search behavior,the research on the internal structure of tourism attention based on Baidu index is relatively scarce.In view of this,based on the related research of scholars,this paper analyzes the degree of tourism concern in Shandong province through literature analysis and social network analysis.First,review tourism research involving network index and social network theory,summarize research progress of tourism attention from research contents,research methods and the application field;secondly,construct the index search keywords,collect the daily index data of tourism keywords in 17 cities in Shandong Province,construct tourism search attention network of 17 cities in Shandong Province;then,according to the theory and method of social network,multi dimension measurement and multi angle analysis are carried out for the network structure of concern.Tourism attention based on Baidu index is a direct reflection of consumer search behavior.It reflects consumers' overall perception of tourism destinations at the Internet level.Through the structural analysis of tourism attention in 17 cities of Shandong Province,we find that consumers have different concerns about tourism in 17 cities and districts of Shandong Province,and there are synchronous fluctuations in the annual cycle,which is matching with current research results of using the network index to predict tourism.Secondly,tourism attention between cities form a network relationship,however,the interaction of tourism attention in some cities is weak,among them,the three cities of Weihai,Yantai and Rizhao have good interaction between them,but they are short of contact with other urban tourism attention,the interaction ability of tourism concern is the weakest in Heze,which is the most marginal zone of tourism concern in Shandong province.Thirdly,the network structure of tourism attention degree in Shandong has hierarchical characteristics,and it is different from the actual regional development of tourism in Shandong province.Ji'nan and Qingdao have obvious structural hole advantages,and the role of "bridge" is obvious.Finally,after comprehensive consideration of the results of the social network analysis the overall structure of tourism concern in Shandong is divided into three levels,the core layer,the transition layer and the edge layer.The core layer cities of attention network have high centrality and structural hole advantage,and the cohesive relationship in the consumer's overall search behavior is obvious.The centrality and structure hole level of the transition layer cities are in the middle position,but have a certain search relevance.The edge layer cities are in a disadvantaged position in the aspects of centrality,structure hole and cohesiveness.On this basis,this paper proposed that Shandong needs to further enhance the linkage effect and differentiation strategy of urban promotion in tourism network marketing.In addition,due to various reasons,there are still some limitations in this paper.The comparative analysis of tourism attention in the time series dimension and the expansion of the scale of attention data will be solved in future research.