How will the tourism industry in transition cope with the arrival of the era of big data?

How will the tourism industry respond to the arrival of the era of big data in the transition period _ Data Analyst Examination

Since 20 12, "big data" has become a global Internet hot word, which is used to describe and define the massive data generated in the information explosion era. How big is it? A set of data from the internet shows that all the content generated by the internet can be carved into 654.38+68 million DVD； in one day; As many as 294 billion emails were sent; 2 million community jobs ...

20 12 12 The Age of Big Data written by British Viktor Mayer-Sch?nberger was published in China. In his book, he pointed out that the information storm brought by big data is changing our life, work and thinking, and big data has opened a major era change. Gary king, a sociology professor at Harvard University, said: "This is a revolution. The huge data resources have started the quantification process in various fields, and all fields will start this process, regardless of academia, business or government. "

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

Mining big data

Yu Chong, director of Shandong Provincial Tourism Bureau, said: "Tourism is a huge and complex economic and social activity. Analyzing, monitoring and effectively managing the industrial operation are necessary means to promote the scientific development of tourism and build a modern tourism industry. " The Shandong Tourism Work Conference held at the beginning of this year clearly pointed out that it is necessary to focus on mobile Internet applications and take big data applications as the core to improve the level of industrial modernization. A few days ago, Wang, deputy director of Shandong Provincial Tourism Bureau, announced that the flagship pavilion (store) of Shandong Province will be put into operation in May, which is regarded as the first report card handed over by Shandong Province in the era of big data.

According to the development idea of Shandong Province, we will integrate tourism-related data of public security, transportation, environmental protection, land resources, urban and rural construction, commerce, aviation, postal services, telecommunications, meteorology and other related aspects, and cooperate with major online search engines such as Baidu, Google and Taobao and tourism electronic operators to establish tourism big data resources that integrate social data of tourism and related departments, implement digital tourism management, carry out digital marketing, and realize networking and decentralization with tourism.

Yu Chong pointed out that in the era of hundreds of millions of tourists, it is not enough to just subdivide the tourism market and make a correct development plan.

Many tourism enterprises are also aware of this. "Five years ago, ten years ago, it was said that big data mining was basically unreliable because the basic stock was not enough. Today, whoever ignores this big data mining, I believe there will be no tomorrow. " Fan Min, president of Ctrip.com, believes that big data in China has reached a certain maturity, and huge industrial benefits can be generated through data mining and integrated marketing. Big data is helping tourism authorities and tourism companies to form judgments.

Nuggets big data

At present, Weibo, WeChat, video sites and social networking sites have generated hundreds of millions of data. This includes not only the booking frequency and price of users in the booking website, but also the evaluation of hotel mattresses by users in the travel guide website and the description of whether the public service facilities of tourist attractions are complete. This information can be text, pictures or video and audio.

Fan Min pointed out that how to effectively use these data for effective business intelligence mining will become the only way for enterprises to become stronger and bigger. As one media said: "Big data is like a big gold mine, emitting irresistible wealth." A number of tourism enterprises labeled as "Big Data" have been established, including tourism planning websites, social tourism websites, hotel comprehensive search engines, hotel word-of-mouth management companies, restaurant quality inspection data collection platforms, personalized hotel reservation providers and so on.

"In the era of big data, it is very important to design data captured through various channels into personalized services." Fan Min said. Travel websites can provide different choices for different travelers according to their specific needs, hobbies and previous purchase behaviors, not just popular choices based on traveler categories. (Source: China Government Network)

For example, at present, foreign countries have tried such a travel service: customers have booked air tickets, but they may miss the plane because it takes one and a half hours to get to the airport due to heavy rain. At this time, the service provider knows the customer's location and calculates the time required to arrive at the airport, so he immediately pushes a notice to the customer to help book the next flight. The ability of big data technology to find rules in a large amount of data enables those enterprises with big data items to sell tourism products to consumers in a brand-new way.

Big data brings new challenges.

As we all know, tourism is a typical experiential economy. This experience will not only remain in the memory of customers, but also be posted on the Internet in the form of comments.

"The hotel is at the east gate of Jingshan Park, and the location is quite good. The boss is from Hubei, and he is a thoughtful man. Although it is located in the center of Beijing and a very popular tourist attraction, it is very quiet inside. When the grape trellis in the yard grows up, it's good to sit under the grape trellis and drink tea in summer and stare at the sky in a daze, but don't drive there. There is no place to park in the old alley. " This is a guest comment posted on Ctrip. com。 Comments like this are scattered in every corner of the network. According to statistics, in 20 12, nearly 8 million hotel reviews were collected through Ctrip, E Long, Tongcheng, Qunar, Public Review and Donkey Review websites, covering more than 40,000 hotels in China, generating more than 20,000 reviews every day on average. At the same time, the hotel experience information released through Weibo is also endless.

Massive review data often makes the tourism industry feel helpless. The rapid spread of network information will increase the impact of bad reviews, and if tourism enterprises lag behind in related data processing, it will affect their corporate image. Different from the past, tourists only reflect their opinions through industry complaints. Online comments are timely and scattered. How to use these comments wisely, so as to expand the positive impact and reduce the negative impact, will be a new topic for tourism enterprises. The new challenges brought by this kind of big data have been increasingly placed in front of the tourism industry.

The above is what Bian Xiao shared for you about how the tourism industry will cope with the transformation in the era of big data. For more information, you can pay attention to more dry goods sharing of global ivy.