Exploring Spatial Network of Urban Tourist Flow Based on Sina Microblog Big Data: A case study of Xi’an, China

Authors: JIA TANG*,
Topics: Tourism Geography, Urban Geography, Behavioral Geography
Keywords: geotagged big data, tourist flow, tourist behavior, spatial network, Xi’an
Session Type: Paper
Day: 4/11/2018
Start / End Time: 1:20 PM / 3:00 PM
Room: Bacchus, Sheraton, 8th Floor
Presentation File: No File Uploaded


The social media have changed people’s travel behavior. During a journey, tourists generate large amount of “digital footprint”, seemed as social media big data, which can be used to explore tourist behavior. Using Xi’an, China, as a case, this study attempts to reveal the characteristics of spatial network of tourist flow and the function of travel areas and nodes by analyzing the spatial network of tourist flow using social network analysis and data visualization based on microblog-geotagged big data generated by tourists and obtained from the Sina Microblog from 2011-2013. This study found that tourism development in Xi'an showed a characteristic of spatial aggregation and recognized the most crucial tourism development areas in Xi’an. Furthermore, there are obvious hierarchical characteristic in tourism spatial network. Famous scenic spots and traffic hubs are the most important sites that tourists visit. The findings contribute to tourism cooperation and planning, accurate marketing, travel route design, and other works.

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