Spatial heterogeneity and its influencing factors of Douyin network: Attention to 5a-level scenic spots in China

Based on the network attention data of Douyin’s fans, this article analyzes the spatial heterogeneity and driving factors of network attention to 5A-level tourist attractions in China using rank-size, kernel density, and nearest neighbor index. The results show that: (1) From the perspective of the rank-size curve, and the fractal dimension q, the structure of the scale sequence shows that the development of highly ranked scenic spots is well established, while the development of medium, and low-ranked scenic spots is incomplete. The general structure of Douyin’s attention level in scenic spots exhibits obvious imbalance characteristics. (2) From the perspective of spatial patterns, it presents a distribution pattern with “one core and one belt” in general, with high-aggregation scenic spots mainly distributed in the Yangtze River Delta and others mainly distributed in the belt of Beijing, Tianjin, Hebei, Henan, Jiangxi, Hunan, and Hubei provinces. In terms of aggregation patterns, low and lower-attention scenic spots tend to be in an aggregated state, while medium, higher, and high-attention scenic spots tend to be in a dispersed state. (3) In terms of influencing factors, the main factors are the construction of scenic spot promotion platforms, marketing scenic spots, and regional economic development. The secondary factors include the development of the vitality of the tourism market, transportation convenience, and regional population support. General factors include the support of the modern service industry and the level of Internet development.