Research On The Network Attention And Influencing Factors Of Rural Tourism In Yantai Based On Baidu Index

With the speedy development of the Internet in China,increasingly more people use the Internet to acquire and find out related information,and technical means such as network big data are broadly used in various fields Currently,many scholars have applied online big data to the tourism field.Tourists will search for information related to scenic spots through the Internet as a reference for decision making before traveling,and the data left by the search behavior reflects the attention of tourists to the scenic spots.The Tourism Development Plan of the 14 th Five-Year Plan in 2022 emphasizes the need to actively explore and inherit traditional rural culture and vigorously develop rural tourism.Therefore,this paper has certain research value and practical significance to study the characteristics of rural tourism scenic area network attention with the help of network big data.This paper obtains the Baidu search indices of rural tourism scenic spots(Changdao scenic spot,Kunbeishan scenic spot and Yangma island scenic spot)in Yantai City from2017 to 2021 in 31 provinces,cities and autonomous regions(except Hong Kong,Macao and Taiwan)as the measurement index with the help of Baidu index,and studies the spatial and temporal distribution characteristics of the network attention and its influencing factors.Based on spatial structure theory,limited attention theory,etc.,we study the changes of spatial and temporal distribution of network attention of rural tourism scenic spots with the help of ArcGIS spatial analysis and other methods,and study its influencing factors through correlation analysis and Granger causality test methods,and make suggestions for the development of scenic spots.The study found that,in terms of temporal characteristics,the overall trend of Yantai’s rural travel network attention has been on the rise since 2017,with a decline in 2020.Influenced by the epidemic of infectious diseases at the end of 2019,its attention has significantly declined.In 2021,the network attention has rebounded,with monthly and seasonal patterns showing a single peak,with the peak mainly concentrated in July and August.During the holidays,the network attention level in the two days before and during the first half of the May Day and National Day holidays is higher than that in the two days after the holidays.In terms of spatial characteristics,the analysis shows that the network attention of rural tourism in Yantai is not evenly distributed,and the network attention in the eastern coastal region is higher than that in the central,western and northeastern regions,and the highest value of multi-year network attention is in Shandong Province.The number of provinces in the primary and tertiary markets is gradually decreasing,and network attention is relatively concentrated in each province,and there are differences among provinces.According to the spatial autocorrelation test,the attention of 31 provinces and cities nationwide to the network of rural tourism scenic spots in Yantai City was mainly distributed in the first and third quadrants,with fewer provinces located in the third and fourth quadrants.Based on the existing research,the factors affecting the spatial and temporal characteristics of the network attention in scenic spots are analyzed with the help of Pearson correlation analysis and Granger causality test.The level of economic growth,the level of Internet growth,the level of population scale,the level of tourism growth,the level of the education growth are positively correlated with the network attention of rural tourism scenic spots in Yantai,among them,the urbanization rate does not pass the test,and the distance between the two places is significantly negatively correlated with the network attention,while the gross regional product,the total population,the turnover of tourists,the Internet broadband access users are Granger causes of network attention.Based on this,the article makes the following suggestions for the tourism development of rural tourism scenic spots in Yantai: formulate differentiated policies to promote balanced development of rural tourism;strengthen inter-regional ties and improve transportation access;leverage Internet data to innovate channel marketing;improve the flexibility of tourism network marketing;and tap scenic resources to create smart scenic spots.