Spanish Digital Attention to Cities in Zhejiang: A Five-Year Analysis Using Google Trends Data (2021-2025)
Abstract
Using Google Trends data, this study analyzes Spanish digital attention toward nine Zhejiang cities (2021-2025). Three distinct
patterns emerged: (1) Sustained growth (Hangzhou) - attention rose steadily and continued increasing post-Asian Games, reaching historical
highs in 2024-2025, demonstrating mega-events' cumulative effect. (2) Event-driven spikes (Ningbo) - attention peaked (RSV=100) during
WTA 500 (October 2024) then rapidly declined, showing short-term impact. (3) Stable-sustained (Wenzhou) - maintained moderate attention
via diaspora network. Additionally, trade-driven fluctuation (Yiwu) and cultural product-focused patterns (Shaoxing) revealed niche internationalization strategies. These patterns demonstrate that search data analysis provides valuable insights into cities' international visibility dynamics, offering an empirical foundation for understanding differentiated pathways to global engagement.
patterns emerged: (1) Sustained growth (Hangzhou) - attention rose steadily and continued increasing post-Asian Games, reaching historical
highs in 2024-2025, demonstrating mega-events' cumulative effect. (2) Event-driven spikes (Ningbo) - attention peaked (RSV=100) during
WTA 500 (October 2024) then rapidly declined, showing short-term impact. (3) Stable-sustained (Wenzhou) - maintained moderate attention
via diaspora network. Additionally, trade-driven fluctuation (Yiwu) and cultural product-focused patterns (Shaoxing) revealed niche internationalization strategies. These patterns demonstrate that search data analysis provides valuable insights into cities' international visibility dynamics, offering an empirical foundation for understanding differentiated pathways to global engagement.
Keywords
Google Trends; City branding; Digital diplomacy; Zhejiang; Spain
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DOI: http://dx.doi.org/10.70711/frim.v4i3.8733
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