Research on Precision Marketing Model of Tourism Industry Based on User’s Mobile Behavior Trajectory

Abstract

With the deep cross-border integration of tourism and big data, the personalized demand of tourist groups is increasingly strong. Precision marketing has become a new marketing mode that the tourism industry needs to pay close attention to and explore. Based on the advantages of big data platform and location-based service, starting from the precise marketing demand of tourism, we design data flow mining technology framework for user’s mobile behavior trajectory based on location services in mobile e-commerce environment to get user track data that incorporates location information, consumption information, and social information. Data mining clustering technology is used to analyze the characteristics of users’ mobile behavior trajectories, and the precise recommendation system of tourism is constructed to provide support for tourism decision making. It can target the tourist group for precise marketing and make tourists travel smarter.