Perceiving Residents’ Festival Activities Based on Social Media Data: A Case Study in Beijing, China

Abstract

Social media data contains real-time expressed information, including text and geographical location. As a new data source for crowd behavior research in the era of big data, it can reflect some aspects of the behavior of residents. In this study, a text classification model based on the BERT and Transformers framework was constructed, which was used to classify and extract more than 210,000 residents’ festival activities based on the 1.13 million Sina Weibo (Chinese “Twitter”) data collected from Beijing in 2019 data. On this basis, word frequency statistics, part-of-speech analysis, topic model, sentiment analysis and other methods were used to perceive different types of festival activities and quantitatively analyze the spatial differences of different types of festivals. The results show that traditional culture significantly influences residents’ festivals, reflecting residents’ motivation to participate in festivals and how residents participate in festivals and express their emotions. There are apparent spatial differences among residents in participating in festival activities. The main festival activities are distributed in the central area within the Fifth Ring Road in Beijing. In contrast, expressing feelings during the festival is mainly distributed outside the Fifth Ring Road in Beijing. The research integrates natural language processing technology, topic model analysis, spatial statistical analysis, and other technologies. It can also broaden the application field of social media data, especially text data, which provides a new research paradigm for studying residents’ festival activities and adds residents’ perception of the festival. The research results provide a basis for the design and management of the Chinese festival system.