Spatio-Temporal Differentiation and Influencing Factors of Rural Tourism Network Attention: A Chinese Case Study Based on Multi-Source Data

Identifying the spatio-temporal evolutionary patterns and driving mechanisms of rural tourism network attention is essential for predicting the development trends of the rural tourism industry and delivering refined industrial governance. Taking 356 prefecture-level cities in China from 2015 to 2024 as basic research units, this paper constructs a comprehensive evaluation system for rural tourism network attention based on multi-source data. Furthermore, its spatio-temporal evolution characteristics and internal influencing factors are systematically investigated by means of spatial autocorrelation analysis and geographically weighted regression. The results indicate that the overall level of rural tourism network attention in China shows an obvious fluctuating growth trend, which can be divided into three successive stages, namely steady growth (from 0.8530 in 2015 to 1.2028 in 2019), explosive growth (from 1.9563 in 2020 to 3.7471 in 2021) and high-level fluctuation (maintained in the high range of 2.4–3.4). In addition, with the continuous iteration of internet communication media, the guiding influence of traditional search platforms has gradually weakened, while emerging social media and short-video platforms have become the core carriers of online tourism traffic. Correspondingly, media innovation persistently reshapes the spatial distribution pattern of rural tourism network attention. In terms of spatial characteristics, rural tourism network attention has undergone a significant transformation from geographical gradient polarization to overall regional equilibrium. Specifically, from 2015 to 2024, the overall Moran’s I index remained positive, with values ranging from 0.0116 to 0.1358, indicating an overall trend of gradual decline. High-attention areas are predominantly concentrated in economically developed urban agglomerations, whereas remote and economically underdeveloped regions exhibit contiguous low-value aggregation characteristics, which reveals a remarkable trend of balanced development nationwide. In view of driving mechanisms, highway network density, tourism income, rural tourism resource and enrollment of university students are identified as the core driving factors dominating the spatio-temporal evolution of rural tourism network attention. Moreover, the intensity of the influence of each factor presents distinct spatial heterogeneity. This study further reveals that the spatial heterogeneity of rural tourism network attention calculated using multi-source fused data shows a remarkable convergent characteristic, which can reflect the actual distribution of the rural tourism market more objectively and accurately. Meanwhile, rural tourism network attention is typically characterized by scale-dependent with the spatial distribution at the macro-scale being more balanced than that at the meso- and micro-scales.