Abstract:

World cultural heritage is an important carrier to promote the in-depth integration of culture and tourism. A deep understanding of the time distribution characteristics of tourism attention of China’s world cultural heritage and the spatial distribution of tourism attention of various provinces to world cultural heritage can help various heritage sites to propose targeted marketing measures to promote the in-depth integration of culture and tourism. By analyzing the annual and monthly data of the Baidu index of 33 world cultural heritage sites in China from 2015 to 2020, this paper depicts the overall temporal distribution characteristics and seasonal characteristics of tourism attention of China’s world cultural heritage. Furthermore, from the perspective of potential tourist source market, this paper explores the spatial distribution of each province’s attention to world cultural heritage sites. The above research shows that most of the world cultural heritage sites in China have a seasonal feature with obvious differences between the off-peak and peak seasons, and the total and per capita attention of world cultural heritage varies greatly from place to place. Finally, based on the research results, some countermeasures and suggestions are put forward for China’s world cultural heritage in the aspects of marketing and promotion, the integration of culture and tourism, such as cooperation with schools, issuing souvenirs, holding events and meetings, joint development, as well as protecting and inheriting heritages, refining cultural uniqueness, commercializing tourism, and creating immersive experience scenes for tourists.

Key words: world cultural heritage, Baidu Index, tourism attention, integration of culture and tourism