Public network attention to hiking in China and its influencing factors

Abstract

In the process of hikers’ choosing a destination, searching for information is one of the important elements, playing a decisive role in decision-making. Based on the Baidu Index for “hiking,” this paper analyzes the spatial and temporal characteristics of and factors that influenced network attention to hiking in China from 2016 to 2021. The study found that (1) Network attention to hiking in China was generally relatively stable across the period studied, with highly uneven distribution between different months. The search volume was higher on weekends, and mobile searches increased year by year, far exceeding computer searches. (2) Different regions in China experienced different levels of network attention, with the highest levels in the east, followed by the center, and the lowest in the west. Except for East China, network attention to hiking was highly unevenly distributed within each region. (3) The COVID-19 pandemic increased the geographical concentration index and coefficient of variation but reduced the primacy index. A region’s level of economic development, degree of network development, population size, and population age structure are proposed as factors that affect network attention to hiking.