The geography of social media platform attention for tourist attractions - spatial digital data analytics of scenic hot spots in China

Abstract

Based on the geo-spatial distribution and rich social media data of many important scenic tourist places (high-level scenic spots in China), this study presents a quantitative analysis using GIS technology and several spatial statistical tools to examine the geographical distribution and network attention of these spots. It is found that there is a clear geographical imbalance in the spatial distribution of these scenic spots in China, primarily concentrated in the lower-lying and densely populated eastern regions. Using spatial autocorrelation methods to assess the degree of match between these two spatial patterns, it is observed that the spatial network attention and geographical distribution of hotspots are mutually correlated only in major coastal cities. The results enhance our understanding of effective tourism network marketing instruments and provide further insight into the geographical layout of scenic spots in the country.

Keywords

• tourist scenic attractions
• social media platform
• geographical distribution
• network attention
• destination marketing