The Spatio-temporal Evolution and Influencing Factors of China's Marathon Network Attention: Empirical Analysis Based on Baidu Index from 2011 to 2018

By Baidu Index from 2011 to 2018, the spatio-temporal evolution characteristics and influencing factors of network attention of marathon events in China are analyzed. The results show that: ① During the period of investigation, the network attention of spectators to marathon events shows an overall upward trend; the present stage has entered a stable period; the public attention has a seasonal effect, mainly in spring and autumn; the public pays more attention to the traffic, PB, live webcasting, with a rapid increase of the attention to registration and winning the lottery. ② The spatial difference of marathon network attention is obvious: the runners in the eastern region pay more attention to the marathon network; the imbalance between the eastern and western regions is significant; and the central region is more balanced.There is a deeper imbalance between the eastern and central region, which is presented by a weakened trend in the western region. ③ The level of regional economic development, the network penetration rate, the proportion of the young and middle-aged population, and the educational level have a significant impact on the network attention of marathon events. Accordingly, some suggestions are put forward on how to optimize the level of publicity and service from three aspects: strengthening the promotion of network platform, focusing on the publicity of key groups and key regions, and improving the level and quality of sports events services.