Research On Temporal And Spatial Characteristics And Influencing Factors Of Network Attention In Tourism Destinations

With the advent of the era of big data,tourists may collect information related to tourism destinations through the Internet before,during and after tourism as a reference for tourism decision-making.The search data left by Internet search behavior reflects tourists' attention to tourism destinations.Huangshan scenic spot is the world cultural and natural heritage,the world geological park,which is an outstanding representatives of China 's tourist attractions.Based on this,this paper takes Huangshan scenic spot as a case,collects the daily network attention data of 34 provinces in 2011-2018 to Huangshan scenic spot through Baidu Index platform,and studies the temporal and spatial characteristics and influencing factors of network attention in tourism destinations.To some extent,it expands the research of tourism network information flow,enriches the research methods of tourism network attention,promotes the quantitative research of network attention,and provides direction guidance for tourism destination management.The research contents are as follows: in terms of time characteristics,the interannual change index and interannual concentration index are used to analyze the inter annual variation characteristics of network attention of Huangshan scenic spot,the seasonal concentration index is used to analyze the seasonal variation characteristics of network attention,and the week distribution skewness index is used to analyze the distribution of golden weeks on holiday days;In terms of spatial characteristics,ArcGIS software is used to visualize the network attention degree of Huangshan Scenic Area in China,geographic concentration index is used to study the concentration degree of spatial distribution,and variation coefficient is used to analyze the spatial distribution difference of network attention degree of Huangshan Scenic Area in China,and moran index is adopted to analyze the spatial relationship of Huangshan scenic spot network attention in the whole region,in the final analysis of Huangshan scenic area network attention changes of the market share.On the basis of existing research,this paper uses Pearson correlation and regression analysis to study the influencing factors of spatial-temporal characteristics of Huangshan Scenic Area Network attention.The main research results are as follows:(1)Time distribution characteristics: from the perspective of inter annual change characteristics,the national network attention to Huangshan Scenic Area in the past eight years has increased;In 2014 and 2018,the change intensity of interannual network attention was small and relatively stable,while in other years,the change intensity was large.In the past eight years,the national network attention to Huangshan scenic spot has a relatively weak interannual concentration and uniform distribution.From the perspective of seasonal distribution,the overall change trend of network attention in the past eight years is similar,showing the distribution pattern of "double peaks and double valleys".The characteristics of uniform distribution and continuous months in light and peak seasons,with a large seasonal difference.The peak period is mainly concentrated in summer and autumn,while the network attention in winter is the lowest.From the perspective of holiday golden week,there are similar changes before and after the May Day holiday in the past eight years.The network attention in the first two days of the holiday is significantly higher than that in the middle and the last two days of the holiday,and the absolute value of weekly skewness index shows a downward trend year by year;the network attention before the National Day holiday shows a blowout growth,the weekly distribution skewness index is less than 0 and the absolute value is large,and the annual change is relatively stable.(2)Spatial distribution characteristics: firstly,through visualization,it is found that the distribution of network attention in all provinces is uneven,showing the distribution characteristics of low in northwest and high in southeast.In addition,most of the eastern regions are in the high-value areas,and most of the central provinces are in the second-high-value areas.The western regions pay less attention to the Huangshan scenic area network as a whole.In northeast China,Liaoning province has the highest Internet attention,while Heilongjiang province and Jilin province are relatively low.Secondly,the eastern region shows a more obvious spatial distribution concentration on Huangshan scenic area network.The geographic concentration index of the central and western regions changes greatly,showing the change rule of growth first and then decline.The spatial distribution of the central region is more and more concentrated,the stability of the tourist market has not been improved,and the northeast region shows a trend of decline first and then rise in 2015 When the annual minimum is reached,the network attention of Huangshan scenic spot shows the most centralized distribution law in the middle,the middle in the East and the west,and the most scattered in the northeast.Furthermore,the variation coefficient of inter-provincial,eastern and western regions in China generally shows an overall trend of rising first and then falling down somewhat,while the variation coefficient of northeast China shows a trend of decreasing first and then rising.In addition,the national attention to Huangshan scenic spot network shows a significant spatial autocorrelation,most of which present a "low-high" and "low-low" distribution pattern,while the provinces located in the first quadrant "high-high" diffusion effect zone and the fourth quadrant "highlow" are few.Finally,the primary market of Huangshan scenic spot network attention is relatively stable,the number of secondary market provinces tends to decrease first and then increase,while the number of tertiary markets has little change.(3)Influencing factors of time and space distribution characteristics: On the one hand,the factors that affect the time distribution characteristics of Huangshan Scenic Area Network attention mainly focus on relatively stable social factors and natural factors,and the influence of leisure time factors on Huangshan Scenic Area Network attention is significantly greater than climate comfort.On the other hand,the level of economic development,the degree of network development,the characteristics of social demography and the economic relationship between the two places have a significant positive effect on the network attention of Huangshan scenic spot,while the distance between the two places has a significant negative correlation.Based on the above analysis,this study puts forward five suggestions for the development of tourism in Huangshan Scenic Spot: Mining tourism big data in depth,making full use of vacation system,improving the flexibility of tourism network marketing,strengthening regional economic ties,and improving tourism traffic accessibility.