Study on Tourism Consumer Behavior Characteristics Based on Big Data Analysis

In terms of scenic marketing, big data research also plays an important role in the precise marketing of scenic spots. This paper has focused on the big data related to scenic spots as the research object, explores the relationship between various subdivision big data and the number of tourists in scenic spots, and investigates the difference and influence of the consumption behavior of the secondary consumption items in the scenic area, to find the potential of the scenic area’s business growth and to promote the continuous and stable growth of the scenic area’s sales and tourism economy. Using the relevant theories and analysis methods, such as consumer behavior, big data, and tourism consumer behavior, the content mainly focuses on the establishment of the analysis model of the number of tourists in the scenic spot, the data collection, the estimation of the model parameters, the various types of big data, the calculation of the contribution rate of the data to the number of tourists in the scenic spot, and the difference analysis of the secondary consumption items of different types of tourists in the scenic spot. Results show that a multi-objective analysis model is established based on the relevant econometric theories, and an optimization plan is proposed after the multicollinearity diagnosis of the model; to establish a data envelopment analysis (DEA) model of the difference and influence of different types of tourists’ consumption behavior in scenic spots and study the consumption behavior characteristics of different types of tourists when they purchase secondary consumption items in scenic spots; the econometric model is used to analyze the big data, adjust the linear relationship of some variables, then adopt the method of gradually adding variables combined with the consumer theory, and finally determine the number of daily tourists as the explained variable, the number of internet protocol (IP), Baidu index, and the virtual value of the weekend, dummy variables for variables, bounce rate, and air pollution as explanatory variables.