Spatial-temporal Characteristics And Influential Factors Of Network Attention To Red Tourism In China

The development of network technology optimizes the way of information transmission and provides convenient information channels for tourists’ travel decisions.In recent years,the activity of red tourism has attracted the attention of many tourists.They obtain travel information through search engines.At the same time,these browsing traces also converge into big data of red tourism,which makes it possible to study the data-related tourist behaviors.Based on the Baidu index platform,with red tourism as the research subject,and the research period from 2011 to 2018.This article collects data on the red tourism network attention of 31 provinces and cities in China(except Hong Kong,Macao and Taiwan),and conducts temporal and spatial analysis on the data.According to the analysis,the characteristics of red tourism network attention are obtained,and its influencing factors are analyzed spatially.The conclusions are as follows:(1)From the perspective of time.In terms of annual characteristics,the interannual change index of red tourism network attention in China showed an overall upward trend from 2011 to 2018.On the whole,red tourism network attention in China has continued to increase and the development momentum is good.In terms of seasonal characteristics,the value of the seasonal concentration index for all eight years is 8.2467,indicating that the network attention of red tourism in China has always shown a large difference in seasons.In terms of holiday characteristics,the distribution index of red tourism network attention in each year is less than 0,which indicates that the search for red tourism on the Internet is mainly on the first half of the holiday week.(2)From the perspective of space,in general,the attention distribution of red tourism network in 31 provinces and cities in China is not uniform,with HeiheTengchong line as the boundary.The network attention in the east is relatively high,while that in the west is relatively low.According to the calculation results of geographic concentration index,Gini coefficient and coefficient of variation,the spatial difference of red tourism network attention gradually increased from 2011 to 2016,with the trend of clustering,but the difference decreased from 2017 to 2018,and the dispersion degree increased.From the perspective of the seven regions,the difference between central China and northeast China is small,while the difference between south China and northwest China is larger,and the Gini coefficient between regions shows a trend of fluctuation.In general,there are regional differences in the attention of Chinese netizens to red tourism.(3)As for the influence factors,the level of red tourism,the level of tourism development,the level of economic development,people’s living standard,the level of Internet development,the level of education development,population scale,traffic conditions and facilities levels in the study year present a positive impact on both global and local perspective to the red tourism network attention in China.By comparing the parameters of OLS and GWR model,it is found that the goodness of fit and explanation of GWR model are better.By analyzing the results of GWR model,it can be seen that the influence of selected influencing factors on the red tourism network attention presents spatial heterogeneity.The promotion of red tourism level to the attention of red tourism network shows that northeast China and north China are strong and northwest China is weak.The influence of tourism development level on the attention of red tourism network shows a regional stratification phenomenon from northeast to southwest.The spatial distribution map of economic development level shows an overall trend of increasing regression coefficient from east to west.On the whole,the influence of people’s living standard on the red tourism network is higher in the west than in the middle,and higher in the middle than in the east.The regression coefficient of Internet development level gradually decreases from northwest to southeast.The regression coefficient of education level decreases from west to east.The regression coefficient of population size is decreasing from north to south.The network attention in Tibet,Qinghai and Hainan is highly sensitive to the length of road.The regression coefficient of the level of supporting facilities is decreasing from northwest to southeast.Suggestions are made based on the findings,in-depth mining of red resources and innovative development of tourism projects,leveraging Internet tourism data and implement differentiated travel marketing,carrying out in-depth patriotism education and extensively promote the national spirit of the times,improving tourism infrastructure and focus on training tourism professionals.