Internet plus to Big Data+Tourism can make a breakthrough on social networks.

Internet plus to Big Data+Tourism can make a breakthrough on social networks.

The concept of "internet plus" is very popular this year. In fact, I think "big data+"is the thinking we need to pay attention to, whether it is enterprises or consumers. The combination of big data and advertising produces more accurate programmatic advertisements; The combination with Shang Chao will bring about the improvement of consumption efficiency and more profits; Only by combining movies can we make better and more popular movies. When big data meets tourism, it can not only make people make better tourism decisions, but also promote tourism destinations or enterprises to make better marketing decisions.

Big data has a threshold. From data production, storage and mining to value utilization, all parties in different industries are involved. Big data, first of all, the data should be large enough, and then the original data should be processed, stored and mined to generate value. Many companies want to get through the whole chain, but they really do little. Recently, China Academy of Social Sciences published a white paper on tourism in Weibo, in which there are three important conclusions about big data, which may have important reference value for the tourism industry. As a big data gold mine, can social networks help the tourism industry break through in the era of "internet plus"?

Conclusion 1: The tourism industry has entered the era of big data.

The disadvantage of traditional travel agencies is that they can't have accurate portraits of tourists, and they can buy and sell more with one hammer. Online travel websites have accumulated a lot of travel transaction data and users' browsing data, but there is a lack of psychological motivation and sociological analysis behind them. In the social era, Weibo relies on a large number of users to produce content, forming big data and putting tourism behavior ahead, which has a far-reaching impact on the entire tourism industry. Today, when freelancers become the mainstream, users' travel behaviors are more directly related to their identity attributes, and their travel-related behaviors are presented in Weibo in a more real-time way, resulting in richer and more real data.

The white paper points out that the development of online travel and tourism O2O has pushed China's tourism industry into the era of "tourism big data". Big data can not only be applied to tourism consumers and market research, but also be an important basis and means for accurate marketing communication in tourism. As the largest tourism content aggregation and sharing platform in China, Weibo has become a "gold mine" of big tourism data sources. According to the data, 24% of users in Weibo like to share tourism content on Weibo, 28% of users will search for tourism destination information on Weibo, and 8 1% of tourists will look for strategies and be influenced by word of mouth before going out.

Weibo also encourages tourists to share high-quality content in Weibo, so as to generate more high-quality online tourism digital content. In June this year, Weibo and Ali Travel jointly held the "Travel You Don't Know" activity, with more than 20,000 high-quality long Weibo producers participating, and the reading volume exceeded 65.438+26.7 million. 20 15 "Travel in Weibo" was launched only two months ago, and more than 9,000 travel guides have been released by tourists, among which 158 has been read more than 100. And # Take Weibo for a Travel #, which has been held for many years, attracted 70 million participants in the first year, and the number of participants in 20 14 years was close to10 million. Since the launch of this year's activities, the number of travel photos, travel videos and travel guides released by users is nearly three times that of the same period last year. Weibo's huge tourism data has laid a solid foundation for the development of the whole tourism industry, and it is also the basis for tourism decision-making.

Conclusion 2: Big data in Weibo has penetrated the tourism industry chain.

The scale of tourism users in Weibo is huge, which is the premise for Weibo Big Data to connect the tourism industry chain. According to the white paper, 77.08 million Weibo users mentioned tourism-related topics during the monitoring period, accounting for 43.8% of active users in Weibo during the same period. The total number of times users mentioned tourism topics in Weibo was 977 million, the number of searches was 99.283 million, and the total number of times they mentioned tourism and check-in was 65.438+06.955 million. Young users are the mainstream of Weibo tourism users, and 82.7% of them are between 15-30 years old. In addition, through the keyword analysis of Weibo users' travel search, we can dig out the scenic spots that users pay the highest attention to.

Big data is valuable only if it is circulated. Based on the huge number of users who are interested in tourism, Weibo is promoting the circulation of data by guiding PGC users to provide raiders and travel notes, and developing Weibo marketing for tourist destinations and related enterprises. Major tourist destinations have also begun to fully realize the importance of Weibo marketing, and started to establish and operate official Weibo account positions. As of July this year, the number of accounts in Weibo tourism industry reached 58,888, a year-on-year increase of 24.3%. There are 1689 official accounts of tourist destinations in Weibo, including 58 official accounts of provincial tourism bureaus and 820 official accounts of city and county tourism bureaus. There are 184 5A scenic spots and 52 1 ordinary scenic spots in China with official accounts, and 200 national and regional tourism bureaus and scenic spots around the world have opened Weibo. The white paper also announced the ranking of domestic and foreign tourism social assets.

User behavior data, social data of tourist destinations and travel agencies are like a panoramic view of tourism, which allows all parties in the industrial chain to have symmetrical information, see the matching of their own needs and supplies, and make decisions more efficiently. This "connection" triggered by Weibo makes the application of big data more convenient and direct. Weibo has been integrated into all aspects of the tourism industry and become the only platform to connect tourists, experts, destinations and tourism industry chain.

Conclusion 3: Big data in Weibo is positively related to the tourism market.

"The core of big data is prediction." Victor? Meyer? Schoenberg directly pointed out in the era of big data. Weibo's big data not only tells you "what is now", but also tells you "what is the probability of the future" through analysis and judgment and machine learning ability. In the tourism industry, Weibo's big data is becoming more and more useful.

According to the information disclosed in the white paper, the practicability of big data in Weibo has been verified. The popularity of tourism-related content in Weibo is positively related to the popularity of the tourism market. Taking search as an example, the peaks of users searching for tourism-related information in Weibo basically coincide with those in summer vacation, May Day and November. On the market level, according to the data of Beijing Tourism Development Committee, last winter was the off-season of tourism, and the amount of Weibo mentioned in Beijing tourism decreased accordingly. Since April this year, the monthly passenger reception has increased, which is accompanied by the increase in the number of people mentioned by Weibo.

The author believes that the value application of big data in Weibo still has a lot of room for development. For example, according to the data of netizens' search and destination discussion, as well as the data from time and latitude, we can produce more accurate expectations for destination tourism marketing and travel arrangements. This kind of anticipation will have a far-reaching impact on the matching of destination tourism marketing resources and tourists' travel plans, and promote the predictability of tourism market management. For example, before the 11th National Day, through the analysis of user data in Weibo, hot spots are predicted to provide reference for tourists to travel, and scenic spots are also prepared to prevent the embarrassing situation of temporary traffic jams.

In addition to the tourism industry, Weibo is also trying "Big Data Plus" in movies, music and variety shows. Social data generated by users on the platform provides a lot of information for decision-making in the entertainment industry. When social data becomes the front end of the industrial entrance, changes in all walks of life begin to come. When "single breakthrough" becomes the totem of various vertical fields, what needs to be seen is that the big platform is taking "big data" as a barrier and reconstructing the industrial economy with strategic planning.

The above is what Bian Xiao shared with you about how internet plus can break through the social network from Big Data+Tourism. For more information, you can pay attention to the global ivy and share more dry goods.