基于百度指数的网红景区网络关注度时空特征研究——以重庆洪崖洞为例

On Spatial and Temporal Characteristics of Online Scenic Spot Based on Baidu Index——Taking Hongyadong of Chongqing as a Case

网红景区可以为旅游地带来极大的流量与关注,对旅游地的发展既是机遇也是挑战.基于网络搜索数据的网络关注度研究有利于了解网红景区现象,推动景区健康可持续发展.以网红景区重庆市洪崖洞为例,通过百度指数获取其网络关注度信息,计算变异系数、月季集中指数、地理集中指数、弹性系数并结合Arc GIS分析洪崖洞网络关注度的时空特征,结果表明:①从年际变化来看,2012-2018年洪崖洞的网络关注度逐年提升,2018年网络关注度日均值的增长率达到最高,并出现了淡季、旺季之分,2018年可以视为洪崖洞景区的网红元年;②从月际变化来看,年内关注度呈现双峰特征;③31个省级行政区对洪崖洞的网络关注度均逐年递增,且在2017-2018年增长率达到最高;④各区域对洪崖洞的网络关注度存在较大差异,其中重庆本地居民对洪崖洞的关注最强;⑤2018年洪崖洞网络关注度各区域分布最为均衡,重庆洪崖洞成为名副其实的网红景区.洪崖洞健康可持续发展可从以下几方面着手:均衡淡旺季客流,优化游客体验;依托网红经济,做强网红品牌;挖掘景区文化,着重内容生产;提升服务质量,提高接待能力等.

The online scenic spot can bring great traffic and attention to the tourist destination,and it is both an opportunity and a challenge for the development of the tourist destination.The network attention research based on web search data is conducive to understanding the phenomenon of online scenic spot and promoting the healthy and sustainable development of the scenic spots.In this paper,Hongyadong has been taken as an example.It obtains its network attention information through Baidu index,calculates the coefficient of variation,the concentration index of the rose,the geographic concentration index,the elasticity coefficient and analyzes the spatial and temporal characteristics of Hongyadong with Arc GIS,results show that:1)From the perspective of interannual changes,the network attention of Hongyadong in 2012-2018 is increasing year by year.In 2018,the average daily growth rate of network attention is the highest,and there is a strong peak season.In 2018,it can be regarded as the online year of Hongyadong;2)from the perspective of monthly changes,the attention of the year shows the characteristics of“double peaks”;3)The network attention of the 31 provincial administrative regions to Hongyadong has increased year by year,and the growth rate is the highest in 2017-2018.4)There is a big difference in the network attention of Hongyadong in various regions.Among them,residents in Chongqing have the strongest concern for it;5)In 2018,the Hongyadong network attention has the most balanced regional distribution,and Hongyadong has become a veritable online scenic spot.Hongyadong's healthy and sustainable development in the future can optimize the visitor's experience from the balance of the peak season,rely on the network economy,strengthen the brand of online celebrity;excavate the culture of the scenic spot,focus on content production;improve service quality and reception capacity,etc.