中国冰雪旅游网络关注度的时空差异与影响因素——基于百度指数的实证数据

Spatio-temporal differences and influencing factors of network attention to ice-snow tourism in China——Empirical data based on Baidu Index

网络关注度已成为数字经济时代中国冰雪旅游发展的重要推手。以中国国家统计局和百度指数为主要数据源,综合运用经济地理学、统计学、计量经济学等研究方法,通过百度指数的“搜索指数”“人群画像”“需求图谱”三个模块,对中国冰雪旅游网络关注度的时空差异与影响因素进行分析。结果显示:(1)时间上,中国冰雪旅游网络关注度呈逐年增长趋势,PC端的搜索指数高于移动端搜索指数,季节性差异明显,每年11、12、1月为高搜索月份。(2)空间上,结构分布呈现“东部高、中部均衡、西部低”的发展格局,北京、黑龙江、吉林、广东依次是中国冰雪旅游网络关注度排名较高的省份。(3)影响因素上,排序为经济发展水平>冰雪旅游资源>大型冰雪赛事>地区网络普及率>人均消费支出;其中,青年人群占比与冰雪旅游网络关注度呈现负相关。最后提出冰雪旅游与大数据深度融合等建议,为国家制定相关政策促进冰雪旅游高质量发展提供科学依据和决策参考。

Network attention has become an important driving force for the development of icesnow tourism in China.With the National Bureau of Statistics of China and the Baidu Index as the main data sources,the spatio-temporal differences and influencing factors of network attention on ice-snow tourism in China are analyzed through three modules of Baidu Index:"Search Index""Crowd Portrait"and"Demand Mapping".The results show that:(1)In terms of time,China's ice-snow tourism network attention is growing year by year,the PC search index is higher than the mobile search index,and seasonal differences are obvious,with November,December and January being the high search months every year.(2)In terms of space,the structure distribution shows the development pattern of"high in the east,balanced in the middle and low in the west",with Beijing,Heilongjiang,Jilin and Guangdong being the provinces with higher ranking of network attention for ice-snow tourism in China.(3)In terms of influencing factors,ranked as economic development level>ice-snow tourism resources>large ice-snow events>regional network penetration rate>per capita consumption expenditure;the proportion of young people is negatively correlated with ice-snow tourism network concern.Finally,it proposes the deep integration of ice-snow tourism with big data and other recommendations to provide a scientific basis and decision-making reference for the formulation of relevant national policies to promote the high-quality development of ice-snow tourism.