Research On Network Attention Of 5A-level Scenic Spots In The Northwest Section Of The Silk Road Economic Belt

With the diversified development of tourism and the maturity and popularization of the Internet,major search engines,tourism websites and social network have become important ways for tourists to obtain information and make travel decisions before traveling.Online information has expanded the scope of tourism research.The basic database has opened up new ideas and new methods for tourism research,and it was also a hotspot of current tourism academic research.Therefore,this article took 25 5A-level scenic spots in the northwest section of the Silk Road Economic Belt as case sites,and took network attention as the starting point.The article based on three dimensions(search engines,tourism websites and social network)and used the software of Locoy Spider and Bazhuyu to obtain the number of daily average search data.We Chat articles and Weibo topics of 25 5A-level scenic spots in the northwest section of the Silk Road Economic in2016-2019.Using theoretical models such as Indexes of inter-annual variability,geographic concentration index,and coefficient of variation to analyze the temporal and spatial distribution characteristics of network attention.The Arc GIS software is used to visualize the market structure of network attention of 5A scenic spots in the northwest section,the Pearson correlation and multiple linear regression were analyzed by SPSS software and the Geoda software is used to analyze the spatial correlation of seven geographical subdivisions of network attention of 5A scenic spots in Northwest China.The spatial and temporal distribution characteristics and influencing factors of network attention of scenic spots in the northwest section of the Silk Road Economic Belt were explored by mathematical statistical analysis method,which can enrich the research on tourism network information flow and provide a scientific basis for better development planning of scenic spots in the northwest region in the future.The main conclusions drawn from the research are as follows:(1)The network attention of 5A-level scenic spots in the northwestern section of the Silk Road Economic Belt from 2016 to 2019 showed an overall upward trend and then a downward trend,and the overall inter-annual fluctuation range was large.The distribution of network attention in scenic spots is uneven from month to month,and the overall distribution is “single apex” and “double apex”;the network attention of scenic spots is long and concentrated in low and peak seasons,short and scattered in normal seasons,and differentiated between low and peak seasons.The phenomenon is more obvious,with large seasonal differences.The overall trend of online attention during the “May day” and “National Day” holidays remained consistent,with two structural changes of “M-shaped” and inverted “U-shaped”.“Staggering peak and Dividing crowds” led to the peak of online attention.The phenomenon of post-shifting occurred during the period,and the network attention of the“May day” year has been biased towards the mid-to-late Golden Week;the network attention of the “National Day” Golden Week has shown an obvious “blowout phenomenon.”(2)The network attention of scenic spots is distributed unevenly in the ladder level nationwide,and the spatial distribution of network attention is significantly enhanced.The market division ladder level is constantly optimized and improved,and the ladder area above the intermediate concern area has become the main tourist source market in Northwest China.In general,the network attention spreads from west to east in a fanshaped shape.There is a strong imbalance and difference in the network attention in different regions.The geographic concentration index of seven geographical regions shows the change rule of “Southern China>Central China>Northeast>Northwest>Southwest>Northern China> Eastern China”.On the whole,the regional spatial distribution difference of network attention is weakened.The spatial distribution of network attention shows relatively obvious spatial agglomeration,and the overall distribution is concentrated in the first and third quadrants,showing a “high-high” and “low-low”distribution pattern,and the polarization phenomenon is more serious.(3)Climate factors,abundance of tourism resources,leisure time,and the number of festival activities are obviously positively correlated with network attention,which is an important factor affecting the time distribution characteristics of network attention;population size,per capita GDP,number of people online,Internet The penetration rate has a significant positive correlation with network attention,and the spatial distance has a negative correlation with network attention.The above factors overlap and affect the spatial distribution characteristics of network attention in 5A-level scenic spots in Northwest China.