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Symposium on Service Innovation in Big Data Area The Analysis of Preference of Hainan’s Domestic Tourists Based on Baidu Index Linfeng Dong1, Chenglin Zhang2, Haoyu Wang3 Abstract Preference is an important factor influencing people's tourism decision-making. Understanding tourists preference not only helps to predict people's travel behavior, but also helps tourism planning and marketing staff to develop tourists' favorite tourism products. This paper is based on Baidu search to analyze the preferences of Hainan domestic tourists, and their preference are classified according to the six elements of tourism. Then, search commonly used keywords selected from each of the categories in order to get the national Internet users of the Hainan tourism elements in different attention index. Furthermore, this paper makes a detailed analysis of the tourists' dietary preference, accommodation preference, tour-style preference, tourism preference and tourism merchandise preference. By analyzing the related retrieval terms of the widely used terms, the demographics and the overall search index trend, this study reveals the law of preferences of these tourists. Accordingly, the author draws a conclusion and provides some proposals of the development of Hainan tourism products in the future. Keywords baidu index; domestic tourists; preference analysis 1 Introduction Tourism preference is psychological tendency that people tend to be a tourist object. It is also a kind of psychological tendency of the individuals and refers to the six elements of tourism, food, lodge, traffic, travel, shopping and entertainment. Preference is an important factor influencing the decision-making of tourists. Many domestic and foreign papers on patterns of tourists behavior regard the formation of preferences as the main process before the decision-making of tourists. Visitor preferences basically reflect the needs of tourists. Understanding the preferences of tourists is to understand the needs of tourists. Not only conducive to predict people's tourist behavior, but also help the marketing personnel to develop tourists’ favorite tourism products. According to statistics, Hainan received 49.772 million tourists overnight in tourism in 2016, of which 98.6% were domestic overnight tourists. Hainan's tourism revenue totaled 67.21 billion yuan, of which domestic tourists accounted for more Foundation:National Key Technology Research and Development Program of theMinistry of Science and Technology of China(2015BAH55F04) ; International Science and technology cooperation project of Ministry of science and technology(2014DFA13140); National Natural Science Foundation of China (51164008) E-mail: [email protected] 1 Linfeng Dong: professor, Tourism College of Hainan University, Haikou, 570228, China 2 Chenglin Zhang: postgraduate, Tourism College of Hainan University, Haikou, 570228, China 3 Haoyu Wang: postgraduate, Tourism College of Hainan University, Haikou, 570228, China Symposium on Service Innovation in Big Data Area than 90% of total tourism revenue. This shows that Hainan's domestic tourists account for the overwhelming share. Understanding their preferences and studying the laws will help us develop the tourism products in Hainan from the perspective of tourists and promote the sustainable development of tourism in Hainan on the basis of grasping the preferences of tourists. Baidu index platform which recorded the search data of a large number of Internet users is one of the most important network statistical analysis tools in recent years. It can directly and objectively reflect the social hot spots, interest and demand of Internet users in any particular period. Therefore, based on Baidu index, this paper tries to study the tourism preferences of these tourists, and gives some suggestions for the development of Hainan tourism products in the future. 2 Baidu search keywords Keywords searching means users use the Internet to search relevant information, the word entered in the search engine is the direct reflection of the user's attention to the information. Such as "Hainan tourist attractions", "Hainan cuisine" and so on. Baidu index is a data statistics and sharing platform based on massive Internet users' behavior data provided by Baidu. It can count the amount of search for a keyword in a specific period in Baidu, as well as in a period of time, the network of people in an object or some aspects of the trend of concern. It can count the number of searches of keywords in Baidu during a specific period of time, and the trend of the Internet users focus on an object or a certain aspect. In the short term, generally, tourists use the searching engines to obtain some information about the target objects of them before they set out. The search index of Baidu reflects the capacity of searching and the preference of tourist’s behaviour. In order to research the preference of tourist’s, firstly, selecting the key words. These key words can represent some aspects of the tourist’s preference. According to the descending, and the distribution is tabled as below: Table 1. Hainan tourism related keyword search results Mean value of weekly Tourists preference keywords search index Hainan cuisine 230 dietary preference Characteristic snacks in Hainan 156 accommodation Hainan Hotel 218 preference Self-driving tour in Hainan 193 tour-style preference Hainan free-walk 177 tourism preference Hainan tourist attractions 385 Symposium on Service Innovation in Big Data Area Hainan specialties 708 tourism merchandise preference Hainan duty-free shop 387 tourism entertainment —— —— preferences It can be seen from above , the search term for tourists is divided into food, living, walking, shopping, shopping and entertainment. Therefore, we start from these categories when selecting keywords. First of all, six categories of food preferences, accommodation preferences, tourist preferences, tourist attractions, tourism commodities preferences and tourism entertainment preferences were identified. Second, identify key words from these categories. When determine a variety of keywords, following these principles: 1. Within the scope of indexing keywords in Baidu index. 2. The key words were closely related to the six categories of tourist preferences. 3. Refer to the key words selected in previous document. 4. Consider the habits of the domestic tourists to search. According to the above principles, consider the search of relevant keywords in Hainan. Selected "food in Hainan", "Hainan hotel", "independent traveling Hainan" , "self-driving tours in Hainan", "tourist attractions in Hainan," Hainan specialty ", "Hainan duty-free shops" as keywords. The index of Baidu index was retrieved in turn to determine the average weekly index of the weekly search index and the first ten related search terms closely linked to these keywords from January 2017 to October 2017.However, there are no related keywords to represent the tourism entertainment project preference in the actual retrieval process. Therefore, this article will analysis for Hainan tourist preference specifically from these five categories of diet preferences, accommodation preferences, tourism modes preferences, preference of tourist attractions and tourist merchandise preference. 3 Analysis of Hainan domestic tourists preference 3.1 Dietary preference Table 2. Top10 relevant search terms about Hainan cuisine and characteristic snacks keywords top 10 relevant search terms Hainan, Hainan tourism, four famous dishes in Hainan, complete strategy of Hainan cuisine, coconut rice, Hainan Hainan cuisine Rice Noodles, Hainanese Chicken rice, speciality in Hainan, speciality in Sany, Ching Bo Leung Hainan, Ching Bo Leung, speciality in Hainan, ranking of speciality, four famous dishes in Hainan, Hainan Rice characteristic snacks in Hainan Noodles, characteristic snacks, Hainanese Chicken Rice, coconut rice, Baoluo Noddle Symposium on Service Innovation in Big Data Area According to the top 10 search terms about dishes and snacks in table 2, it can be seen that tourists pay high attention to the traditional and localized speciality in Hainan. Some typical examples include four famous dishes in Hainan, coconut rice, Hainan Rice Noodles, Hainanese Chicken Rice, Ching Bo Leung. They are characteristic of Hainan and can tempt nonlocal tourists to have a taste. This also reflects tourist’s preference towards localized food. Fig. 1. Age distribution graph of groups searching Hainan cuisine and characteristic snacks In the fig.1, according to statistics of the age distribution graph of groups searching characteristic dishes and snacks in Hainan from October 2015 to September 2017, people aged between 30 and 39 is the major group that pays close attention to dishes and snacks in Hainan, with 75 percent and 78 percent respectively. Next comes the group aged between 20 and 29, constituting of 18 percent and 17 percent respectively. Fig. 2. the general search trend of Hainan cuisine and characteristic snacks According to fig.2, from the general search trend of characteristic dishes and Symposium on Service Innovation in Big Data Area snacks in Hainan, we can see that tourist’s attention on the diet of Hainan people presents seasonal changes in a year, as it is high in winter and low in summer. This change correlates with changes of Hainan tourism between seasons. Generally speaking, in recent years there is a declining trend of people’s attention on the diet in Hainan, particularly snacks, which have shown remarkable decrease since January 2017. This
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