中国草原旅游网络关注度时空差异及其影响因素研究

Spatial-temporal differences and influencing factors of grassland tourism network attention in China

摘要:

【目的】 随着网络信息技术的更新迭代，网络关注度已然成为我国草原旅游蓬勃发展的重要驱动性力量。探讨中国草原网络关注度时空分布特征、影响因素，以期为国内草原旅游资源配置和产品宣传提供科学依据。【方法】 基于百度指数平台数据，通过季节性强度指数、地理集中指数、赫芬达尔系数等方法探究全国草原旅游网络关注度的时空差异性特征及影响因素。【结果】 1）在年际分布特征上，草原旅游网络关注度总体呈现“增长-下跌-回升”趋势，疫情前后关注度总值波动幅度较大；在月度分布特征上，呈单峰山形的季节性特征，存在明显的季节性差异。2）在省际层面，草原旅游网络关注度空间分布集中水平较低。区域层面网络关注度水平表现为东部＞中部＞西部的空间分布格局。3） 草原旅游网络关注度的时间差异主要受新兴旅游类型多样化、疫情防控常态化和气候舒适度3方面因素影响；在空间差异上草原旅游网络关注度与各省市常住人口可支配收入和网民普及率具有显著的强相关关系，和GDP存在中等强度的相关关系，但与旅游总收入的相关性不明显。【结论】 我国草原旅游应结合关注度变化规律对草原旅游发展规划、宣传营销和产品供给等进行针对性的改进与完善。

Abstract:

【Objective】 The evolution of network information technology has made online attention a key driver in the development of grassland tourism in China. This study aims to explore，the spatial and temporal distribution characteristics and influencing factors of grassland tourism in China and the factors influencing network attention，providing a scientific basis for resource allocation and product promotion strategies.【Method】 Using data from the Baidu index platform，the temporal and spatial variations in national grassland tourism network attention were analyzed through seasonal intensity index，geographic concentration index and Herfindahl coefficient.【Result】 （1） In terms of interannual distribution characteristics，grassland tourism network attention exhibited a "growth-decline-recovery" trend over the years，with significant fluctuations before and after the COVID-19 pandemic. Monthly distribution showed a unimodal seasonal pattern with pronounced seasonal differences.（2） At the inter-provincial level，the spatial distribution concentration of grassland tourism network attention was dispersed，while at the regional level，the level of network attention followed an eastern＞ central ＞ western regions pattern.（3） The temporal variations were primarily influenced by the diversification of emerging tourism types，normalization of epidemic prevention and control，and climate comfort. Spatial differences showed a positive correlation between network attention and，disposable income of permanent residents and internet penetration rates across provinces and cities. There was a moderate correlation with GDP，but no significant correlation with total tourism income.【Conclusion】 To enhance grassland tourism in China，this study recommends improvements in development planning，publicity and marketing，and product supply aligning with trends in network attention. These insights can serve as a reference for decision-making in grassland tourism resource allocation and promotion strategies.