The Clustering Characteristics and Driving Mechanisms of Tourist Preference for 5A Scenic Spots from the Dynamic Spatio-Temporal Perspective: A Case of Jiangsu in Eastern Coastal Area of China

Abstract

In the era of tourism 4.0, the subjective preferences and experiences of tourists directly affects the future development of scenic spots. Among them, 5A scenic spots represent China’s world-class boutique tourist scenic ranking, which pays more attention to humanization and detailing, and better reflect tourists’ general psychological demand for tourist attractions. Therefore, it becomes an important scientific issue to explore the spatial and temporal characteristics of 5A tourists’ preferences and their deeper reasons. China’s eastern coastal provinces have played a very important role in promoting regional tourism culture, promoting regional economic development, and building a strong coastal province. Taking Jiangsu as an example, this study introduces the standard deviation ellipse and kernel density estimation to explore the characteristics and trends of tourist preference clustering in 5A scenic spots and their internal and external driving mechanisms from 2012–2021, which is based on a new perspective of geotemporal dynamic analysis. The empirical results show that: (1) the network attention of 5A scenic spots in Jiangsu generally showed a “barb-type” trend in 2012–2021, the highest network attention is concentrated in April and October, accounting for 82%, and tourists pay the most attention to cultural relics scenic spots, peaking on Sunday; (2) the tourist preference for 5A scenic spots in Jiangsu shows a relative clustering distribution pattern in general, with a slightly higher clustering trend in the northwest-southeast direction than in the northeast-southwest direction. Furthermore, the nucleus of the density values range from 0 to 115.43, showing the spatial pattern of “one belt and two cores”; (3) the internal driving factors include the types, the culture nature, the characteristics nature, the spatial proximity, and the infrastructure of scenic spots, and the external driving factors include geographical location, industrial development policy, climate comfort, economic development level, traffic accessibility, and the impact of COVID-19 epidemic. On this basis, this study puts forward feasible suggestions for improving scenic area management and increasing the reception capacity, so as to provide fine scientific guidelines for the high-quality development of 5A scenic spots in Jiangsu and provide reference for further enhancing the attractiveness of 5A scenic spots and their synergistic development in the eastern coastal provinces.