When the big data age comes, how does tourism respond?

Since 2012, "Big Data" has become a hot word in the world, which is used to describe and define the mass data produced in the era of information explosion. How big is it? A group of data from the Internet shows that throughout the day, the entire content of the Internet can be engraved with 168 million DVDs, 294 billion more messages sent, and 2 million community posts issued ...

In December 2012, the British Victor Maire Schoenberg "Big Data Age" published in China, he pointed out that the information brought about by large data storms are changing our lives, work and thinking, large data has opened a major era of transformation. Gari Kim, a sociology professor at Harvard University, said: "This is a revolution, and huge data resources have led to a process of quantification in all areas, whether academia, business or government, all of which will begin." ”

So, in this era of transformation, how will the tourism industry respond?

Mining large data

Yu Chong, director of Shandong Provincial Tourism bureau, said: "Tourism is a huge and complex economic and social activities, using data from all aspects of the industrial Operation analysis, industrial operation monitoring, effective management of the industry is to promote the scientific development of tourism, the construction of modern tourism industry, the necessary means." "And the Shandong Tourism Conference held earlier this year, made it clear that we should focus on the application of mobile Internet and use large data as the core to upgrade the level of industrial modernization." A few days ago, Shandong Province Tourism Bureau deputy Director Wang Yuanseng announced, May, Shandong Province tourist flagship (store) will be on line operation, this action is regarded as Shandong province in the big data era hand over the first report card.

According to the development of Shandong Province, will integrate public security, transportation, environmental protection, land and resources, urban and rural construction, business, aviation, postal, telecommunications, meteorology and other related aspects of tourism data, while with Baidu, Google, Taobao and other major network search engines and travel electronics operators to cooperate, The establishment of social data and tourism and related departments data integration of large tourism data resources, the implementation of the digital management of tourism, digital marketing, in order to achieve with the tourism network, the bulk of the development trend of the popular goal.

Yu Chong pointed out that in the era of "hundreds of millions" of tourists, the tourism market segmentation, the development of a correct planning, simple statistics and qualitative analysis is far from satisfied.

Many tourism companies are also aware of this. "Five years ago, 10 years ago, big data mining was basically less reliable because there was not enough basic stock," he said. And today, who ignores this big data mining, I believe there will be no tomorrow. "Ctrip Travel Network President fan that today's big data in China has a certain degree of maturity, through data mining and integrated marketing, can produce very large industrial benefits." Big data is playing a role in helping tourism authorities and tourism companies to form judgments.

Digging Bokhary Data

At present, micro-blogging, micro-letters, video sites, social networking sites have produced hundreds of millions of data. This includes both booking frequency of users, price, but also include travel strategy site users on the hotel mattress soft and hard evaluation, the tourist attractions public service facilities are complete description, this information may be text, may also be a picture or video audio.

Fan pointed out that how to effectively use these data to carry out effective business intelligence mining, will become an enterprise to do the only way to be strong. As one media put it: "Like a big gold mine, big data exudes an irresistible aura of wealth." "Large data" for the establishment of tourism enterprises, including travel planning website, social tourism site, hotel integration search engine, hotel reputation management company, the quality of the restaurant inspection data collection platform, personalized hotel booking provider.

"In the big Data age, how to be able to crawl through various means of data, targeted design into personalized service, this is very important." "Fan said. Tourism websites can offer different choices to different travelers based on their specific needs, hobbies and previous purchases, not just the type of traveller that provides a popular choice.

For example, foreign countries are already carrying out such a tour service attempt: Customers booked a plane ticket, but due to heavy rain, it takes 1.5 hours to get to the airport, may miss the flight. When the service provider knows where the customer is and calculates the time it takes to reach the airport, it immediately pushes a notice to the customer and helps book the next flight. The ability of large data technology to find regularity in large amounts of data makes it possible for companies with large data projects to sell tourism products to consumers in a new way.

Big data poses new challenges

As we all know, tourism is a typical experiential economy. This experience will not only remain in the customer's memory, will also be published on the network in the way of comments.

"The hotel is located in the east Gate of Jingshan Park, the location is very good, the boss is Hubei people, very minded a person, courtyard-style hotel, although located in the center of Beijing, is also a very prosperous tourist spots, but inside very quiet, the vineyard in the courtyard after a long, summer sitting under the grape frame to drink tea, looking at the sky Hair Daze is also very good, But you must not drive, in the old Alley, no parking. "This is a guest comment posted on Ctrip's online reservation." Reviews like this are scattered across the web. According to statistics, 2012, through Ctrip, Art Dragon, the same journey, where and the public comments, donkey ratings and other sites, a total of 8 million hotel reviews information, covering more than 40,000 domestic hotels, on average produces more than 20,000 reviews per day. At the same time, the hotel experience information published through the microblog is numerous.

The massive comment data, often can let the tourist industry person feel to have no clue. The rapid spread of network information will increase the impact of the difference assessment, if the tourism enterprises on the relevant data processing lag, it will affect the corporate image. With the past visitors simply through the industry complaints phone calls reflect different views, network reviews have timeliness, diffusion, how to use these comments wisely, so as to expand the positive impact, reduce the negative impact, will be a new subject of tourism enterprises. The new challenges posed by such big data are increasingly being put in front of the tourism industry.