The Analysis of Preference of Hainan s Domestic Tourists Based on Baidu Index

The Analysis of Preference of Hainan s Domestic Tourists Based on Baidu Index Linfeng Dong 1, Chenglin Zhang 2, Haoyu Wang 3 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 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: dlfphd@163.com 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

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 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 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: Tourists preference Table 1. Hainan tourism related keyword search results Mean value of weekly search index dietary preference accommodation preference tour-style preference Hainan cuisine 230 Characteristic snacks in Hainan 156 Hainan Hotel 218 Self-driving tour in Hainan 193 Hainan free-walk 177 tourism preference Hainan tourist attractions 385

tourism preference merchandise Hainan specialties 708 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. 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, following these principles: 1. Within the scope of indexing 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 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. 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 from January 2017 to October 2017.However, there are no related 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 Hainan cuisine characteristic snacks in Hainan top 10 relevant search terms Hainan, Hainan tourism, four famous dishes in Hainan, complete strategy of Hainan cuisine, coconut rice, Hainan 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 Noodles, characteristic snacks, Hainanese Chicken Rice, coconut rice, Baoluo Noddle

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

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 is closely related to the popularization of the internet and diffusion of new media. Searching modes become increasingly varied, not just be confined to information searching via Baidu. Recent years have seen novel changes of tourists becoming younger and informationlized, and in tourist s preference towards diet. 3.2 Accommodation preference Hainan hotels Table. 3. Top 10 relevant search terms about hotels in Hainan top 10 relevant search terms Hainan, Hainan tourism, Sanya, Taobao, hotels in Sanya, Yalong bay, Sheraton, Sheraton hotel in Sanya, Sheraton resort hotel in Sanya, Sanya in Hainan As is known to all, with the fast development of websites like Ctrip and Qunar, there is a decreasing number of tourists who make reservations directly after obtain information of hotels through search engines. However, from the top 10 relevant search terms about hotels in Hainan in table 3, it is worth noticing that Taobao is a hot topic, which mirrors the direct and close interrelation between Baidu and Taobao, and it also indicates that currently many domestic visitors travelling to Hainan by means of search engine get accustomed to reserving hotels via Taobao. The most searched area of hotels in Hainan is Sanya, where Yalong bay ranks among the top in receiving tourist attention. With superior geographic location and beautiful coast environment, Yalong bay is much appreciated by tourists. To be more specific, in terms of hotel brands, well-known international five-star hotels such as Sheraton and Hilten are the focus of visitors. This correlates with the increasing demand for entertainment and holiday of national tourists, and also reflects tourist s emphasis on accommodation as well as high requirements for hotel quality. 3.3 Tour-style preference The traditional package tour relies on travel agency as a medium. Because of the popularization of travel in recent years, independent tour and self-driving tour has gained increasing recognition of domestic tourists. This article attempts to analyze the characteristics of domestic tourists coming to Hainan that choose this two travel methods. Table 4. Top 10 relevant search terms about self-driving tours and independent tours self-driving tours in Hainan top 10 relevant search terms travel in Hainan, self-driving tour, Hainan, Wuzhizhou Island, Yalong bay, self-driving tour in Tibet, Ctrip, self-driving tips in Hainan, Hainan travel map, best routes of self-driving in Hainan

Hainan free-walk Ctrip travel website, Hainan, travel in Hainan, independent tour, Yalong bay, Ctrip, Wuzhizhou Island, Qunar.com, Hainan map According to table 4, which is about the top 10 relevant search terms about self-driving tours and independent tours in hainan, Ctrip is a hot topic, especially when searches are related to independent tours, Ctrip travel website, Ctrip and Qunar have high rankings in the list. Taking on leading roles among domestic online travel websites, Ctrip and Qunar have widespread impact among visitors. The Travel Tips column provides visitors useful and convenient reference by means of tests and pictures, and it is of great value and importance to tourists who conduct independent and self-driving tours. Fig. 3. the graph of the general trend of Hainan free-walk and self-driving tours According to graph 3, search data from September 2016 to August 2017 is provided, which leads to the graph of the general trend of independent tours and self-driving tours. From the graph we can see that in general, the search index of independent tours in Hainan is comparably high in winter, but the curve is relatively smooth throughout the year and does not show significant fluctuations. This partly reflects that tourists who conduct independent tours are not affected by seasonal changes. However, the search index of self-driving tours in Hainan shows significant fluctuations. Peaks occur in Spring Festival and a week before National Holiday. Self-driving tour in Hainan belongs to short-haul travel, which consists mainly of domestic tourists within Hainan province; hence self-driving tour is largely affected by seasonal changes. 3.4 Tourism preference Hainan tourist attractions Table 5. Top ten relevant search terms of Hainan tourist attractions top 10 relevant search terms Hainan travel, travel, Hainan, Wuzhizhou Island, the ends of the earth, Yalong Bay, Mangrove, Xisha Islands, Hainan weather, Hainan travel strategy

According to table 5, in the top ten relevant search terms of Hainan tourist attractions, there are Wuzhizhou Island, the ends of the earth, Yalong Bay, Xisha Islands these specific attractions, of which Wuzhizhou Island, the ends of the earth and Yalong Bay Sanya are representative tourist attractions in Sanya. The common feature is that both belong to the sea landscape, while the Xisha Island is a relatively young tourist attractions in Hainan. Time Table 6. Comparison of top 10 related search words in Hainan tourist attractions 2015/9-2016/2 2016/9-2017/2 Top 10 relevant search terms Travel, Hainan, Hainan tourism, Hainan weather, The ends of the earth, Wuzhizhou Island, Hainan travel stratges, Hainan map, Hainan travel Raiders, mangrove forest Hainan Tourism, Yalong Bay, Wuzhizhou Island, Xisha Islands, Mangroves,the end of the world Wuzhi Mount, Hainan travel map, Hainan tourist attractions, Hainan tourism must go to scenic spots In order to further analyze the changes of tourism preference of Hainan tourists, this paper retrieves Hainan tourist attractions from September 2015 to February 2016 and September 2016 to February 2017 respectively, The top 10 related terms of the time period are shown in Table 6, of which the attention of Yalong Bay, Xisha Islands and Wuzhis Mount increased significantly recently. This change that tourists pay attention to the tourist attraction in Hainan deserves our attention. 3.5 Tourism merchandise preferences Table 7. The top ten related search words of Hainan specialties products and duty-free shop Keywords Hainan specialties Hainan duty-free shop Top 10 relevant search terms Hainan, Wax apple, Life fruit, Pineapple, Hainan Tourism, Hainan weather, Cashew, Jadeite, What are the Hainan specialties? four famous dishes in Hainan Hainan, Sanya duty-free Shop, Duty-free shop, Hainan Tourism, Haikou duty-free shop, Haitang Bay duty-free shop, Raiders of Hainan duty-free shops, Sanya duty-free shops official website, Hainan Duty Free Shop what to buy, Cosmetics prices in Sanya duty-free shop As shown in Table 7, the overall search index of Hainan specialty products is very high, which reflects the current tourists' attention to the specialty products of tourist destinations. Among them, lotus seeds, pistachio nuts and jackfruit belong to Hainan tropical fruits, which have strong attraction among tourists; Ice kind of jade as characteristic craft jewelry in Hainan has high popularity in the tourist groups. Begonia Bay duty-free shops have been popular since opening, we can see from the

above data tourists are most concerned about the price of duty-free goods. 3.6 Analysis of Hainan tourists' comprehensive preference Time Table 8. Comparison of the top 10 relevant search terms in Hainan tourism 2013/9-2014/2 2014/9-2015/2 2015/9-2016/2 2016/9-2017/2 Relevant search terms Hainan,,Hainan Tourism, Hainan attractions, Sanya, Hainan characteristic snacks, shopping, Wuzhizhou island, the remotest corners of the globe, Haikou, Fruits, travel agency offer Hainan, Sanya attractions, Speciality cuisine, Wuzhizhou Island, Eternal love, The ends of the earth, Duty-free shop, Essential items, Hainan travel Raiders, Haikou, Wenchang chicken Hainan tourism, Hainan travel Raiders, Hainan tourism must go to the attractions, Sanya Travel Guide, Yalong Bay, Bird of paradise vacation, Hainan traffic, Sanya first seafood market, Hainan specialty food snacks, Hainan travel map Hainan travel, Raiders of Hainan free-walk, Matters needing attention in Hainan Tourism, Hainan tourist map, Hainan cuisine, Hainan weather, Sanya Tourism, Wuzhizhou island, Essential items to Hainan, Yalong Bay Table 8 shows that tourists coming to Hainan are more concerned with Hainan's tourist attractions as well as special gourmet snacks. However, as time changes, tourists' attention and preferences have changed: from the previous attention to tourist attractions and food snacks, and now more and more concerned about the Hainan free exercise of the relevant circumstances. It can be seen that tourists change from the traditional way of traveling with the group gradually to the free exercise of the way. The emergence of this trend is in line with the development of information society. 4 Conclusion According to the above research, the domestic tourists who come to Hainan will have a strong concern about the traditional local food. They will pay more attention to whether the hotel is located on the sea and the convenience of transportation, and in the many travel booking APP most people still prefer to use Taobao. Through the statistics and analysis of nearly four years of data, the domestic tourists who come to Hainan tourism pay more attention to the local specialties of Hainan as a whole as well as the top attractions of Hainan, especially the coastal scenic areas. However, as time goes by, tourists' attention and preferences shift from past Hainan cuisine and attractions to Hainan's self-help tour. On the one hand, the change of tourists 'behavior reflects that the development of informatization society

makes our travel more convenient and more convenient for obtaining information; on the other hand, convenient information exchange promotes the tourists' psychological maturity, not only relying on tourist groups but more Willing to take the initiative to explore new things through free exercise. Therefore, the tourism marketing staff should pay more attention to network marketing and innovative tourism products to meet the diverse needs of modern tourists now, as well as the development of free travel strategies for tourists. References Li SM and Tian ZM (2014) An analysis on influencing factors of the degree of network attention of tourist destination based on Baidu index : a case of Qingdao. Journal of Capital Normal University(Natural Science Edition) 01(35), 56-59. Liang JC (2006) Travel preference of residents in shanghai-hangzhou-ningbo area and tourism products developmental strategies. Tourism science 6: 59-64. Sun Y, Zhang HL, Liu PX and Zhang J (2017) Forecast of tourism flow volume of tourist attraction based on degreee of tourist attraction of travel network: a case study of Baidu index of different clients. Human geography. 03(32), 152-160. Yu CX, Lu L (2008) A Comment on Overseas Studies of Tourists' Preferences for Tourism in Recent Years. Journal of anhui normal university (natural science) 31(6).