Utilize big data to understand customer needs. On the basis of improving customer management, online travel websites need to utilize big data to fully understand customer needs, segment customer needs, and provide corresponding travel service products based on their needs. The tourism market is mainly divided into three levels based on customer needs: basic market, mid-range market, and high-end market, and corresponding products also need to be divided into three types. Low end tour groups from travel agencies that correspond to the basic market, travel by daily transportation [3]; Corresponding to the mid-range market is vacation, entertainment, and leisure tourism, including self driving tours; Corresponding to the high-end market are specialized tourism activities such as luxury vacation, golf, car rally, adventure, etc. These three types of tourism have significant differences in terms of cost, as well as in the development and organization of tourism. The difficulty increases in turn, and the demands and initiative of tourists will gradually increase. Therefore, for most online travel websites, they need to improve their travel products. For example, most websites can only provide online travel services such as booking, booking, and purchasing travel packages, and cannot provide other product services. This also makes it difficult for travel websites to meet the needs of all customers. Therefore, websites can provide corresponding value-added services to customers after determining their destinations through information surveys in big data, such as recommending activity locations, booking performance tickets, sightseeing theme parks, catering reservations, etc. This not only facilitates tourists’ travel, but also improves the service offerings of tourism websites. For example, Qunar.com used big data information to analyze the behavior of users in different age groups, understanding the needs of the “post-90s” and “post-80s” for tourism services, and providing different service projects according to user needs, thus achieving good results.
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