Spatial Difference and Influencing Factors of Network Attention of Red Scenic Spots in Hunan Province
This paper constructed an evaluation system based on search engine index,social media index,tourism website index and short video index,by using the rank-size model,kernel density estimation,spatial classi-fication and other methods to analyze the spatial pattern and influencing factors of red scenic spots in Hunan prov-ince.The results show as follows.(1)From the perspective of the rank-size model,it shows obvious advantages in the high-rank red scenic spots,but the middle-rank and low-rank scenic spots are underdeveloped and show larger difference in terms of the network attention.(2)From the perspective of spatial pattern,high-attention scenic areas are concentrated in Changsha city and Xiangtan city,forming a relatively dense high-value aggregation zone cen-tered around Yuelu Mountain and the former residence of Mao Zedong.In terms of subsystems,the subsystems of the search engine,travel website,and short video subsystems are similar to the comprehensive system,while the social media subsystem shows significant differences.(3)From the perspective of spatial aggregation,the compre-hensive system of spots show a significant clustering pattern of high and low-level areas,while the medium-level of spots tend to exhibit a random distribution.In terms of subsystems,there are considerable differences in the search engine,social media,and short video subsystems compared to the comprehensive system,while the travel website subsystem is more similar to it.(4)From the perspective of type classification,the attention received by high-quali-ty spots does not match well with their underlying strengths,while network attention of medium-quality spots re-mains relatively low.Low-quality spots demonstrate two categories of high attention and low attention.In terms of contribution to enhance the level of network attention,the subsystem of search engine significantly enhances the on-line promotional effectiveness of spots,whereas the subsystems of social media and travel website show weaker pro-motional results.Short videos primarily contribute significantly to spots with both high and low network attention.(5)From the perspective of actual attention and online attention of spots,the red scenic spots affiliated to Changsha city have a leading advantage.The scenic spots in Changsha city and Xiangtan city have high network attention,ranking first and second in Hunan province.However,the level of actual attention is significantly higher for the spots affiliated to Changsha city alone.(6)From the perspective of influencing factors,the foundational strength of the scenic spots,the level of regional education,and the degree of internet penetration are the main factors.The secondary influencing factors are the regional economic strength,transportation advantages,and tourism resource endowment.The factors that do not have significant explanatory power are the hierarchical systems of cities,govern-ment support,and the support of population.
red tourism sceniccomprehensive network attentiontype of scenic spotvirtual-real compari-son propaganda modelmarketing promotionspatial difference
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