基于百度指数的重庆马拉松网络关注度时空特征研究

A Baidu-Index-Based Analysis on the Spatial and Temporal Characteristics of the Chongqing Marathon

【目的】揭示重庆马拉松网络关注度时空分布特征及影响因素。【方法】利用百度指数"指数探索"功能和时空属性数据,以重庆马拉松为关键词,时间段为2012—2016年,利用Excel,SPSS,ArcGIS等分析工具,运用季节性强度指数、地理集中指数、首位度指数、空间聚类和相关分析等方法进行分析。【结果】重庆马拉松网络年度关注度呈现阶梯状上升趋势;年内关注度的"双峰"形态突出,"尖峰平谷"形态鲜明,赛事报名期与举办期共同成为网络关注度的前兆期和峰值期;比赛周的周末搜索指数明显高于平日,网络关注与赛事举办形成共振效应;除重庆外,周边省份、东部沿海省份和发达城市的网络关注度较高,关注度水平与区域经济发展水平、人口数量(网民数量)、网络普及率等存在正相关关系,与空间距离存在负相关关系;重庆马拉松网络关注度的空间均衡水平逐年提升。【结论】马拉松正从单纯的专业体育赛事转变为大众体育旅游事件,利用网络关注度数据理清马拉松营销效应的时空特征及影响因素,将有利于基于马拉松旅游的城市营销,不断提升马拉松服务质量和赛事品质。

[Purposes]The spatial and temporal distribution characteristics and influencing factors of network attention on Chongqing Marathon are examined.[Methods]By using Baidu Index as the data source and taking Chongqing Marathon as a searching key word from 2012 to 2016,three analytical software are employed such as Excel,SPSS,ArcGIS,and multiple analytical tools like seasonal intensity index,geographic concentration index,the first index,spatial clustering and correlation analysis.[Findings]A ladder-increasing pattern could be identified on Chongqing Marathon network attention in an annual scale.At the meantime,in a monthly scale,a＂Double-peaks＂and＂Spiked peak and flat valley＂pattern and a precursor effect could be identified.During the event week,the weekend search index was significantly higher than the usual.In addition to Chongqing,the neighboring provinces,the eastern coastal provinces and well-developed cities of China present a high level of network attention on Chongqing Marathon;it is testified that the level of attention has a positive correlation with the regional economic development,the number of population（the number of Internet users）,the network penetration rate and a negative correlation with the physical distance.The spatial equilibrium level increased year by year.[Conclusions]In association with the phenomenal development of Marathon all around China,it is transforming itself from a simple professional sport event to a mass sport tourism event.By using the network attention to examine the temporal and spatial effect of Marathon as a city marketing approach and its influencing factors,a new perspective is offered to understand the city Marathon and stimulate a continuous improvement of service quality and the quality of the Marathon.