| With China’s booming tourism industry, the Internet, as a convenient, fast and economic tool, has been widely applied to tourism industry. Tourists have come to like online booking and purchasing tourism products, and tourism industry is stepping to new mode of "Travel plus Internet". A large amount of data has been produced during tourists’ searching travel information and proceeding tourism trade online. Through data collection, accumulation and mining to tourists, personalization features of tourists can be determined, thus precision marketing of tourism products can be realized.The papers firstly introduces research background and significance, defines the concept of data mining, precision marketing and OTA(Online Travel Agent), and describes methods of data mining. Then establishes OTA precision marketing system based on analysis and interpretation of construction principles, elements and logic, and illustrates implement premise, procedures and tools of OTA precision marketing under this system. Based on established OTA precision marketing system, this paper has cluster analysis to customer transaction history of Huangshan Threesome Tourism Store. It digs out characteristics of tourists of different categories and designs precision marketing projects for Huangshan Threesome Tourism Store based on the results of data mining. It is hoped to provide guidance and reference of proceeding precision marketing for OTA enterprises during real business activities. |
