Research On Spatial And Temporal Characteristics Of Network Concern Of China World Heritage Site Based On Baidu Index

Under the background of "Internet + Tourism" and "Tourism + Internet",the development of the Internet has brought about a new revolution in the development of tourism.The deep integration of tourism and the Internet has become an important direction and trend of tourism development.More and more tourists search for information on destinations through the Internet to help them make travel decisions,and at the same time leave a lot of search marks on the Internet.These data with geospatial attributes provide the basis for the study of tourism geography.Based on this,this paper takes 53 world heritage sites in China as the research object,according to "Tourism resources Classification,Investigation and Evaluation"(GB/T18972-2003),it is divided into five categories: site relics,water scenery,biological landscapes,geography landscapes,buildings and facilities.Taking 31 provinces,autonomous regions and municipalities directly under the Central Government of China as the research scope,With the Baidu index search platform,using the keyword method to obtain the daily average network attention of China’s World Heritage Site from September 2013 to August 2018.Using the interannual variation index,seasonal intensity index,intra-week distribution index,geographical concentration coefficient,and the Theil index,analyzes the temporal and spatial distribution characteristics of the network attention of China’s World Heritage sites.Provide recommendations to our heritage tourism marketing and market expansion.The main conclusions of this paper are as follows:(1)Time distribution characteristicsIn terms of interannual variation characteristics,the network attention of China’s world heritage sites has been increasing year by year,and the interannual variation index has reached 111.39.The network attention of water scenery has the fastest growth rate.In terms of seasonal variation characteristics,it shows obvious characteristics of “double peaks and one valley”.There are two peaks in March-June and August-October,and low valleys in December-February,with short seasons and long seasons.The network attention of the site relics is stable and the seasonal characteristics are not obvious.In terms of the characteristics of the Golden Week,during the Golden Week of May 1st and October 1st,the overall attention of the network was “inverted U-shaped”,and the network attention was concentrated in the early holidays,and the precursory effect was obvious.The network attention of the site relics and biological landscapes is more evenly distributed during the holidays,and the “inverted U-shaped” feature is not obvious.(2)Spatial distribution characteristicsIn terms of the overall situation of spatial distribution,the spatial distribution pattern of network attention in China’s world heritage sites has not changed fundamentally in the past five years,and the spatial imbalance is obvious.The eastern and central regions are larger than the western regions.Among them,the provinces with high network attention are Beijing,Hebei province,Henan province,Jiangsu province,Zhejiang province,Guangdong province and Sichuan province.The network attention of the site relics,water scenery,and the buildings and facilities are in the northeast-southwest direction.The network attention of the geography and biological landscapes is in the northwest-southeast direction.In terms of centralized characteristics,the overall network attention is low in concentration,but the structure is stable.The network of the site relics has the highest concentration of attention,reaching 31.14,which is higher than the concentration of network attention of the whole world heritage site.In terms of the difference characteristics,the overall network attention degree tends to be stable,from high to low,intra-regional differences,inter-provincial differences,and inter-regional differences.The three major differences in the site relics are the largest,the intra-regional differences and inter-regional differences of the geography landscapes are the smallest,and the inter-provincial differences between buildings and facilities are the smallest.According to the above conclusions,relevant suggestions for the development of heritage tourism in China are put forward: attach importance to network marketing,make full use of the Internet platform,enhance the image and overall popularity of tourism destinations;enrich tourism products and reduce seasonal differences;and based on the spatial and temporal distribution differences of network attention to expand the market segment,we must also strengthen regional linkages,carry out all-for-one tourism,and balance the hot and cold attention of the scene.