Spatial And Temporal Differentiation Of Xinjiang Tourism Demand Based On Network Attention

With the rapid development of Internet and mass tourism,more and more residents are searching the relevant information of tourist destinations through the Internet in the whole process of tourism,in order to assist in tourism decision-making.The search data left by these Internet search activities reflect their concern and demand for the destination.This study takes Xinjiang as the research object,and obtains the network attention data of Xinjiang tourism in 31 regions of China from 2011 to 2017 through the Baidu index platform,through combing and summarizing the existing research,the quantitative analysis method is used to analyze the spatial and temporal differentiation characteristics and influencing factors of Xinj iang tourism demand based on network attention.The main conclusions of this paper are as follows:(1)Temporal differentiation characteristics of tourism demand in Xinjiang based on network attention: From the characteristics of the year,the interannual change index in 2011-2017 continues to rise,especially in 2015 and after,the tourism demand of residents in mainland China has been expanding and developing well in general.From the seasonal characteristics,the monthly fluctuation of Xinjiang's tourism demand is obvious,and it has a “single peak” characteristic in general,and most of them reached the peak in July-September.The seasonal concentration index varies greatly from month to month.The differences between January-February and July-September are significantly higher than other months,and the interannual season fluctuates around 2.465,tending to be stable.From the perspective of holiday characteristics,most of the week distribution skewness index of Xinjiang tourism demand based on network attention showed obvious precursory effects.In the Mid-Autumn Festival of 2012 and 2017,the week distribution skewness index is greater than 0,and the National Day is less than 0.The overlapping of holidays will affect the week distribution skewness index of Xinjiang tourism demand based on network attention,which will cause a large forward or backward Pour phenomenon.(2)Spatial differentiation characteristics of tourism demand in Xinjiang based on network attention: From the perspective of spatial distribution concentration,on the national scale,the 2011-2017 geographic concentration index is larger than the average geographical concentration index,which is significant.The spatial concentration phenomenon also shows significant spatial concentration on the scale of the three economic belts,and this concentration presents a stable situation in the west > middle > east;from the spatial autocorrelation,the Molan index of Xinjiang's tourism demand fluctuates slightly around 0.230,and te nds to be stable within seven years,showing a significant "low-low" agglomeration trend.There are fewer areas with high tourism demand,and the development of Xinjiang's tourism demand based on network attention is extremely unbalanced(3)Influencing factors of Xinjiang's tourism demand based on network attention: By comparing the general least squares model(OLS)based on global perspective with the geographical weighted regression model(GWR)based on local perspective,it is found that the interpretation effect and goodness of fit of GWR model are better.Based on OLS model,it is found that population size,economic development level,people's living standard,education level and Internet development level of each region have a positive effect on Xinjiang's tourism demand based on network attention,and through 5% significance test,while traffic distance has no significant negative impact on Xinjiang's tourism demand;based on GWR model,it is found that the factors affecting Xinjiang's tourism demand are various.It shows spatial heterogeneity: the sensitivity of influencing factors of population size in southwest is higher than that in northeast;the sensitivity of influencing factors of economic development tends to decrease from southwest to northeast in space;the sensitivity of Xinjiang tourism demand in Western of people's living standards is higher than that in central and Eastern regions;the educational level influencing factor coefficient of Western regions are higher than other regions;the impact of traffic distance on tourism demand in Xinjiang shows an increase from west to east;and the coefficient of Internet level influencing factor coefficient shows a trend of northwest and northeast regions higher than that of other regions.Finally,based on the above research and analysis,this study puts forward four suggestions for the development of tourism in Xinjiang: attaching great importance to and making deep use of big tourism data,improving the flexibility of marketing and propaganda of tourist sources,improving the accessibility of tourism traffic and strengthening the intelligent construction of tourism destination system.