Digitization has become one of the development directions of the tourism industry. Different types of data have seen explosive growth. How to use these data scientifically and rationally will be an important topic for the high-quality development of the tourism industry.

In November 2020, the Ministry of Culture and Tourism and other departments jointly issued the "Opinions on Deepening "Internet + Tourism" and Promoting the High-quality Development of the Tourism Industry", which mentioned big data and digitalization in the basic principles, development goals, and key tasks. And other content, and made clear requirements. With the continuous maturity of big data, cloud computing, artificial intelligence and other technology applications, the production and consumption methods of the tourism industry are gradually changing. Among them, digitization has become one of the development directions of the tourism industry, and different types of data have exploded. How to make scientific and reasonable use of these data will be an important issue facing the high-quality development of the tourism industry.

1. Basic research and judgment

The application of big data technology in the tourism industry has gradually been on the right track, which is reflected in the continuous increase in policy support, the continuous increase of market scale, and the increasingly abundant industry applications.

Policy support for tourism big data continues to increase. In August 2019, the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption" proposed to guide localities to establish cultural and tourism consumption data monitoring systems, strengthen the application of big data technology, integrate and share data resources, strengthen trend analysis and judgment, in order to promote cultural and Tourism consumption provides a basis for decision-making. In February 2020, the "Guidelines for the Prevention and Control Measures for the Reopening of Scenic Spots" proposed to strengthen the management of scenic spots and encourage scenic spots to actively use big data and smart means to do a good job in the dynamic monitoring of tourist information. In March 2020, the "Implementation Opinions on Promoting Expansion and Quality of Consumption and Accelerating the Formation of a Strong Domestic Market" proposed to improve the service level of "smart scenic spots" and use new technologies such as the Internet, big data, cloud computing, and artificial intelligence to facilitate passenger flow Scenic services. In November 2020, the "Opinions on Deepening "Internet + Tourism" and Promoting the High-quality Development of the Tourism Industry" in the construction of smart tourist attractions, tourism information infrastructure, tourism public services, online tourism marketing, tourism innovation and entrepreneurship, and tourism data security In other aspects, clear requirements have been made on the application of big data technology.

The scale of the tourism big data market is gradually expanding. The World Tourism Organization predicts that from 2016 to 2025, in the aviation and tourism industries, digitization will create up to 305 billion US dollars in value for the industry by improving profitability, and transfer 100 billion US dollars of value from traditional enterprises to new competitors for users. And the enterprise brings benefits worth 700 billion U.S. dollars. At present, cultural and tourism management departments at all levels, large-scale tourism enterprises, tourist attractions, etc. have established tourism monitoring emergency command and big data centers, laying the foundation for tourism big data collection and application, such as the comprehensive monitoring and emergency command of the Ministry of Culture and Tourism The platform covers multiple sub-modules such as cultural industry and tourism industry operation analysis, global tourism operation monitoring, tourism market supervision services, tourist attraction operation monitoring, hotel industry operation monitoring, 12301 complaints, national tourism inflow and outflow situation platform, etc., each of which runs Generated a lot of tourism data.

The content dimensions of big data in the tourism industry are becoming more abundant. With the continuous expansion of the big data market in the tourism industry and the continuous improvement of tourism information platforms, the dimensions of tourism data have become wider and more abundant, such as basic travel-related data such as scenic spots, hotels, and travel agencies, 12301 travel complaint data, and the Internet Data (including word-of-mouth public opinion, review data, portals and search engine hot news, etc.) and other basic data of the tourism industry, as well as data related to the tourism industry, such as public security, transportation, meteorology, industry and commerce, transportation and other administrative department data, UnionPay , Alipay, WeChat, JD Pay, Meituan Pay and other consumption data, as well as data on passenger flow, tourist profile, length of stay, and movement trajectory generated by the three major operators of China Mobile, China Telecom, and China Unicom. The continuous collection of data of various types and dimensions has formed an important foundation for the development of big data in the tourism industry.

Two, application scenarios

The application of big data technology in the tourism industry has become increasingly mature in many fields, such as the construction of tourism big data centers, tourism supervision, tourism services, tourism marketing and other fields.

Application in the construction of tourism big data center. The tourism big data center provides important support for the management departments' daily industry monitoring, emergency command, public services, and basic resource display. In the process of building a tourism big data center, the application of big data technology runs through the construction of each system platform, and clear requirements are put forward for the construction of data dimensions, data transmission, data cleaning, and data visualization applications on the platform; After the official operation of the platform, a large number of data of different dimensions, different styles and different purposes have been generated. With the continuous increase in the level of data and the continuous improvement of data processing capabilities, the effectiveness of the application of big data technology has gradually improved, which has improved the tourism industry. The storage, analysis and precipitation of relevant data provide effective support.

Application in the field of tourism supervision and emergency response. With the rapid development of the online travel market, the number of online travel products is huge, and there is a high degree of freedom in launching. There are chaos such as zero negative group fees, price discrimination, and uneven prices of products related to scenic spots. For these situations, it is difficult to obtain evidence, to investigate and deal with. For issues such as management difficulties, the tourism management department must continue to increase the supervision of these phenomena. The application of big data technology can realize real-time monitoring of online travel product price changes, obtain evidence of online illegal acts, and safeguard the legitimate rights and interests of consumers, etc., and effectively support the online travel market. Standardized development. At the same time, the application of big data technology in the field of travel complaints, mainstream search engines and portals’ public opinion data has also been gradually improved, and real-time monitoring is carried out in terms of the volume of regional travel complaints, acceptance status, case closure status, acceptance rate, complaint subjects, and content of complaints. ; In the application of public opinion data on mainstream search engines and portal websites, the use of big data technology can monitor and collect the total number of travel hot searches, the number of positive and negative hotspots, news sources, and hotspot trends in real time, and track popular Internet events in real time to enhance travel safety Monitoring and improving the early warning and emergency response capabilities of emergencies in the tourism sector.

Application in the field of tourism public service. During the holidays, key tourist destinations across the country, especially important tourist attractions, are basically full of tourists and traffic jams around the scenic spots. The management department is also adopting various forms to provide key guarantees for holidays and guide tourists to travel staggered. Applying big data technology, in conjunction with public security, transportation, meteorological and other administrative departments, as well as communication operators, 12306, etc., through comprehensive data from each company, comprehensive analysis from the dimensions of peak travel time, travel purpose, and source of tourists can be predicted. The number of people arriving at tourist destinations is to provide assistance to enhance special guarantees and provide high-quality services; at the same time, by analyzing the length of stay of regional tourists, main play routes, etc., it can provide decision-making for tourism management departments to improve the allocation of tourism resources and build tourism service supporting facilities. refer to.

Application in the field of tourism precision marketing. In the pre-marketing analysis of tourism marketing, big data technology can clearly analyze multi-dimensional data such as the source of tourists, tour trajectory, travel purpose, length of stay, consumption preference and other multi-dimensional data in the past period of time, and analyze tourist preferences and tourism market development trends as a whole, such as tourism. Destination radiation range, tourist spending power, key tourism products, etc.; in tourism marketing channels, big data technology can be based on industry tags, Internet tags, etc., to select online tourism channels, target accuracy, and precision marketing methods (Such as smart information, Weibo ads, WeChat Moments ads, mobile phone lock screen ads, etc.) play an important role in making marketing and promotion more effective; in the evaluation of tourism marketing effects, big data Comprehensive analysis of changes in the degree of marketing, media popularity, tourist attention, travel exposure, visits and other aspects, so that marketing effects can be effectively evaluated.

3. Development Suggestions

The application of big data technology in the tourism industry needs to focus on solving the problems of tourism industry application standards, comprehensive management of big data, training of professionals in the field of big data, and big data security.

The first is to formulate standards for the application of tourism big data. On the whole, the application scenarios of big data technology in the tourism industry are becoming more and more abundant, especially in tourism assistance decision-making, people flow monitoring and early warning, precision marketing, tourism market economic operation monitoring, tourism statistics optimization and other aspects are becoming more and more perfect. When different levels of units use tourism big data technology, they lack uniform standards in many aspects, which makes the development level of tourism big data of various units uneven. In this context, it is necessary to establish a top-down standard system that serves the high-quality development of the tourism industry in the construction of tourism big data centers, tourism data dimensions, and tourism data collection methods, so as to form a scientific, unified and open tourism big Data application standard framework, standardize all links and processes of tourism big data management and service, and promote the development of tourism big data service towards industrialization and standardization from the technical level.

The second is to enhance the comprehensive management capabilities of tourism big data. First of all, in the construction of the tourism big data platform, we must fully consider the components of the big data center, such as original data management, data storage cycle management, data quality management, data standard management, data arrangement management and other modules, and actively play each part. The big data governance capabilities in the module let the big data middle office really play a role. Secondly, in the process of tourism big data collection, screening, cleaning, application, and display, it is necessary to make full use of big data technology to do big data modeling, original data collection, data desensitization, data encryption, data leakage prevention, and data quality testing. , Data inspection, data storage and data application, etc., so that tourism big data is legal and compliant in the process of using it. Finally, when using big data technology to support tourism integrated management, tourism services, tourism marketing promotion and other related work, give full play to the key role of data, so that tourism management, tourism services, and tourism marketing can be based on evidence.

The third is to accelerate the training of tourism big data professionals. With the continuous strengthening of digital policy support and the gradual increase of the market size, a permanent institution for the construction, operation and management of tourism big data centers should be established in the tourism administrative department; it should be established in the tourism administrative department, tourism-related enterprises and scientific research institutions, etc. Relevant parties in the entire industry chain carry out tourism big data technology-related training through multiple channels, improve the professional level of relevant staff, and cultivate a group of compound talents proficient in information technology and tourism business knowledge; government departments, universities, research institutions, and enterprises should be strengthened Cooperate to establish a joint laboratory for the innovation and application of tourism big data, carry out research on the application of tourism big data technology, and ensure the effective implementation of big data applications in the tourism industry from the perspective of talent guarantee.

The fourth is to ensure the bottom line of tourism big data application security. It is foreseeable that the application scenarios of big data technology in the tourism industry will become more and more abundant. The tourism management department should formulate tourism big data quality management methods as a whole, determine the main responsibility of tourism big data quality, implement the responsibility of tourism data safety management, and ensure tourism data Collect, transmit, store, share, use, and destroy the entire life cycle of security, prevent data loss, damage, leakage and tampering, establish a tourism big data quality performance evaluation system, solve tourism big data security and quality problems from the source, relying on large Data technology builds a modern governance system for the tourism industry as a whole, and enhances the modern governance capabilities of the tourism industry.