Research On The Spatial And Temporal Characteristics And Influencing Factors Of Red Tourism Classic Scenic Area Internet Attention

Red tourism,a new form of tourism with typical Chinese characteristics,is not only a tourism product,but more importantly a cultural project,carrying the special function of inheriting red genes,shaping social values and enhancing cultural self-confidence,and is highly valued by the Party and the State.2021 The State Council issued the Opinions on Supporting the Revitalization and Development of Old Revolutionary Areas in the New Era,clearly proposing to promote red tourism high-quality development,and support the extensive promotion of red tourism through various media.Red tourism classic scenic spots are an important grip for the country to vigorously promote the development of red tourism,and they are also red tourism places that attract much public attention and can reflect the level of red tourism development to a certain extent.Currently,the Internet has become the main way for the public to search for red tourism classic scenic spots,and with the help of internet attention,it is helpful to objectively understand the public demand for red tourism.Therefore,conducting research on the spatial and temporal characteristics of the internet attention of red tourism classic scenic spots and exploring its influencing factors can help reflect the red tourism influence of red scenic spots,guide the marketing management practice of scenic spots,and provide new ideas for the high-quality development of red tourism.The study analyzes and discusses the spatial and temporal characteristics and influencing factors of the internet attention of classic red tourism scenic spots based on theories such as public governance theory and limited attention theory.Using the Baidu index platform to obtain and screen the search keywords of the names of national red tourism classic scenic spots,127 red tourism classic scenic spots(sites)were identified as the research objects,and the spatio-temporal characteristics and influencing factors of the internet attention of red tourism classic scenic spots were systematically studied based on the Baidu index data of each scenic spot(site).Firstly,the daily search indices of each scenic spot on the Baidu index platform from January 1,2011 to December 31,2020 were obtained with the help of Python crawler software as the internet attention value;secondly,the temporal characteristics of internet attention were analyzed by using seasonal concentration index and intra-weekly distribution skewness index;the spatial heterogeneity theory combined with variable difference coefficient,kernel density analysis The spatial characteristics of internet attention are analyzed according to the spatial heterogeneity theory combined with the variance coefficient,kernel density analysis and Moran index;again,a regression model is constructed using panel data to analyze the factors affecting the temporal changes and spatial differences of internet attention;finally,the above analysis results are used to further propose countermeasures to improve the internet attention of classic red tourism scenic spots from the government level,scenic spot level and tourist level.The following conclusions are drawn:(1)In terms of time: the number of online attention increased from 11,493,800 in 2011 to 19,384,000 in 2020,with an overall upward trend;the distribution of online attention in each month of the year was uneven,with significant seasonal differences and "M"-shaped fluctuations,in which the months with higher attention were In addition,the internet attention before holidays is significantly higher than that during and after holidays,and there is a "foreshadowing" effect.(2)Spatially,the spatial variability of Internet attention is significant,and the overall pattern shows a decreasing trend from eastern,central to western regions;the differences of Internet attention within the three regions of eastern,central and western regions are unbalanced,and the degree of unbalance is western region > eastern region > central region;the ranking of Internet attention of 31 provinces(autonomous regions and municipalities directly under the central government)in different years is relatively stable.The changes in the ranking of internet attention of 31 provinces(autonomous regions and municipalities directly under the central government)in different years are relatively stable;the phenomenon of regionalization of high and low values of internet attention is prominent and has a strong spatial autocorrelation at the national level.(3)Factors influencing internet attention: at the temporal level,internet attention is mainly influenced by socio-economic factors and holidays;at the spatial level,it is influenced by factors such as residents’ living standards,education levels,and the influence of red tourism.Based on the analysis results,the study proposes countermeasures to enhance internet attention from three levels: government,scenic spots and tourists,respectively,to provide useful reference for enhancing the internet attention of classic red tourism scenic spots to enhance the influence of red tourism.