Spatial–temporal characteristics and influencing factors of network attention degree in ancient towns: a case study of Wuzhen in Zhejiang province

Taking Wuzhen as a case study, this work evaluated spatial–temporal characteristics and affecting elements of network attention, using the web crawler, field investigation, and statistical analysis. The results show that first, in terms of timing, the network attention of Wuzhen from 2011 to 2023 initially climbed and subsequently fell, reaching a peak in 2016 and then showing a decrease since 2020 due to the COVID-19 pandemic. The seasonal changes of network attention are comparable from year to year, with high values in April and summer and fall and low values in winter, though no difference was observed between low and peak seasons. Second, from the perspective of spatial characteristics, Wuzhen’s network attention can be seen gradually decreasing from the southeast to the northwest, from coast to inland with a relatively scattered spatial distribution. The spatial differences present as east > west > central, and the inter-annual change of spatial difference presents as west > central > east. Finally, from the standpoint of influencing factors, there is no evident association between network attention and climate comfort but a positive correlation with leisure time, economic level, the degree of network development, and a negative correlation with spatial distance. To a certain extent, the Internet’s attention toward tourism sites reflects the predisposition of travelers choosing tourist locations. Therefore, the results of this study have important guiding significance for the development and management of ancient town tourism destinations, and provide a scientific basis for the formulation and implementation of relevant policies. In addition, the qualitative and quantitative integrated research methods and analysis framework also provide a reference for other tourism destination network attention research.