Research On Consumption Behavior Of Summer Vacation Tourism Based On Big Data Analysis

Under the background of global warming,the development of summer tourism has maintained a rising trend,and gradually become an important area of widespread concern and continuous innovation by government,tourism enterprises,scientific research institutions,media and other institutions.General Office of the State Council of China definitely put forward the idea of "vigorously developing summer tourism products and promoting the construction of a number of summer vacation destinations".Traditional tourism enterprises continue to launch special summer tourism products in summer,and OTA release forecast and consumption reports to help the development of summer tourism industry.Summer tourism has become the dominant research direction of tourism and meteorological researchers after the study of tourism climate,but the number of domestic and foreign research results about summer tourism is also relatively small.In addition,UGC provides a lot of data for the study of tourists’ experiences,behaviors,perceptions and other researches at an alarming rate,and most tourism researchers agree that UGC is very important for the study of tourism behavior and other researches,regard UGC as valuable sources of big data.Changbai Mountain has relatively rich UGC data,because of it has a high reputation and ranks first in China’s top ten summer resorts.Therefore,this paper takes Changbai Mountain travel blogs as the data source,takes consumer behavior as the breakthrough point,and takes text mining and other big data analysis methods as research methods to carry out the research work.Based on the above analysis,this paper constructs the theoretical framework of tourism consumer behavior research,after consults a large number of domestic and foreign relevant literature,and summarizes the previous theoretical results and technical methods of tourism consumer behavior and tourism big data,and combines the characteristics and content of travel blogs.On the basis of the theoretical framework,this paper takes the domestic tourists to Changbai Mountain for summer vacation as the research object,takes the network travel notes of Xiecheng,Mafengwo and other tourism websites as the data sources,takes text mining,network analysis and other methods to carry out quantitative and qualitative content analysis by NLPIR software.According to the research framework of tourism consumption behavior,this paper analyses the characteristics and rules of summer tourism consumption behavior from four aspects: tourists’ basic characteristics,tourism decision-making behavior,tourism consumption preference and image perception evaluation.And this paper proposes development strategies from three aspects of improving the quality of tourism products and services,reforming and promoting the marketing strategy of Changbai Mountain summer tourism market,and improving the management of tourist destinations,based on the development status of Changbai Mountain summer tourism and the perspective of tourism management departments and tourism companies.