In an era where digital behavior shapes travel trends, a recent study led by Qing Zhang, Huazhen Sun, Qiuyan Lin, Kaimiao Lin, and Kim Mee Chong explores how public network attention to hiking in China has evolved and the key factors influencing it. Published in PLOS ONE, this research delves into how online searches for hiking destinations have fluctuated over time, the role of regional economic development, and the increasing reliance on mobile search technologies.
Key Findings: How Hiking Trends Shift in the Digital Space
🔹 Weekend & Seasonal Spikes – The study found that network attention to hiking remained stable over the years but peaked during weekends and certain months, reflecting seasonal interest in outdoor activities.
🔹 Regional Digital Divide – Online interest in hiking was highest in eastern China, followed by central and western regions. The variation suggests economic and infrastructural differences impact access to and engagement with hiking-related content.
🔹 Mobile-First Behavior – Mobile searches for hiking grew significantly, surpassing traditional computer searches, demonstrating how digital accessibility is reshaping outdoor recreation preferences.
🔹 Impact of COVID-19 – The pandemic increased regional concentration of search interest, altering hiking preferences and reducing search dominance in major cities. Economic development, internet penetration, population size, and demographics were identified as crucial factors influencing network attention to hiking.
Bridging Digitalization and Outdoor Recreation
Huazhen Sun, a researcher from SEGi University, played a key role in analyzing the relationship between digital behavior and hiking engagement. This study highlights the intersection of technology, tourism, and economic development, offering insights into how public interest in outdoor activities is shaped in a rapidly evolving digital landscape.
Implications for Tourism & Digital Economy
Data-Driven Tourism Strategies – Understanding online behavior can help local governments and tourism operators optimize marketing strategies and develop tailored outdoor recreation policies.
Smart Destination Planning – Regions with lower online engagement could leverage digital campaigns to promote lesser-known hiking destinations, creating a more balanced tourism ecosystem.
Sustainable Outdoor Growth – By analyzing these patterns, urban planners and environmental agencies can anticipate high-traffic areas and implement sustainable hiking infrastructure.
With digital platforms playing an increasing role in travel decisions, this research sheds light on how network attention influences consumer behavior and outdoor tourism trends in China. As mobile-first interactions continue to dominate, the future of hiking tourism will likely be driven by real-time data, AI-powered recommendations, and personalized digital experiences.
Read the full study here: https://doi.org/10.1371/journal.pone.0306726
This research is in line with UN SDGs, such as:
- SDG 8 – Decent Work and Economic Growth: Enhancing tourism strategies through digital insights
- SDG 9 – Industry, Innovation, and Infrastructure: Bridging digitalization with tourism development
- SDG 11 – Sustainable Cities and Communities: Promoting balanced, eco-friendly outdoor tourism