Online Attention Competition and Polarization Among Beijing’s 5A–Level Tourist Attractions: A Baidu Index—BCG Matrix Analysis for Sustainable Destination Management

In the digital era, online attention has become a key indicator of tourism competitiveness and destination visibility. This study proposes a two-dimensional framework to evaluate the competitive state of online attention by combining its current magnitude and growth dynamics. Using Baidu Index data, the study applies the Boston Consulting Group (BCG) matrix and the coefficient of variation to analyze online attention patterns of Beijing’s 5A–level tourist attractions from 2011 to 2025. The results show clear polarization in online attention. A small number of iconic attractions consistently dominate digital visibility, while many other sites exhibit unstable and uneven attention trajectories. These patterns reflect the cumulative effects of consumer behavior, information-seeking preferences, and algorithmically mediated content environments, which reinforce attention concentration and competitive inequality over time. External shocks, particularly the COVID–19 pandemic, caused sharp declines in online attention in 2020, followed by an uneven recovery in subsequent years, highlighting the volatility of digital attention systems. The study also demonstrates the managerial value of the proposed framework. By classifying attractions according to attention levels and growth potential, the framework supports differentiated marketing and demand–redistribution strategies. For instance, increasing the visibility of high-potential but under-visited attractions can help redirect visitors away from overcrowded “Star/GC” sites and encourage more balanced spatial and temporal visitation. Overall, this study proposes a quantitative and replicable framework that integrates digital attention dynamics, algorithmic filtering, and consumer behavior into destination competitiveness analysis. The framework supports evidence-based and sustainability-oriented destination management by informing adaptive marketing and demand management strategies that can help alleviate overtourism and balance visitor flows. However, the study relies on a single digital platform and lacks direct sustainability indicators. Future research should integrate multi-platform data and link online attention metrics to measurable environmental, social, and economic sustainability outcomes.