Research on Precision Marketing Strategy of Rural Tourism Combining Big Data and Cloud Computing Technology
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25. Sept. 2025
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Online veröffentlicht: 25. Sept. 2025
Eingereicht: 27. Jan. 2025
Akzeptiert: 29. Apr. 2025
DOI: https://doi.org/10.2478/amns-2025-1014
Schlüsselwörter
© 2025 Qingqing Sang and Yu Hu, published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1.
Figure 2.
Figure 3.
Figure 4.
Figure 5.
The integration similarity of some users
| User | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 |
|---|---|---|---|---|---|---|---|---|---|
| 1 | 1.000 | 0.416 | 0.346 | 0.445 | 0.267 | 0.403 | 0.000 | 0.000 | -0.282 |
| 2 | 0.406 | 1.000 | 0.331 | 0.461 | 0.349 | 0.376 | 0.311 | 0.020 | -0.251 |
| 3 | 0.352 | 0.358 | 1.000 | 0.465 | 0.289 | 0.341 | 0.016 | 0.068 | -0.242 |
| 4 | 0.444 | 0.429 | 0.409 | 1.000 | 0.336 | 0.367 | 0.013 | -0.031 | -0.306 |
| 5 | 0.256 | 0.326 | 0.288 | 0.349 | 1.000 | 0.562 | 0.041 | 0.267 | -0.395 |
| 6 | 0.386 | 0.358 | 0.281 | 0.336 | 0.518 | 1.000 | 0.011 | 0.162 | -0.368 |
| 7 | 0.052 | 0.276 | 0.059 | 0.027 | 0.026 | 0.016 | 1.000 | 0.077 | 0.031 |
| 8 | 0.000 | 0.032 | 0.030 | -0.001 | 0.239 | 0.225 | 0.077 | 1.000 | 0.122 |
| 9 | -0.263 | -0.266 | -0.208 | -0.322 | -0.402 | -0.371 | 0.017 | 0.108 | 1.000 |
The interest similarity of some users
| User | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 |
|---|---|---|---|---|---|---|---|---|---|
| 1 | 1.000 | 0.057 | 0.007 | 0.069 | 0.058 | 0.104 | 0.060 | 0.000 | 0.107 |
| 2 | 0.068 | 1.000 | 0.008 | 0.038 | 0.119 | 0.054 | 0.042 | 0.067 | 0.000 |
| 3 | 0.000 | 0.014 | 1.015 | 0.057 | 0.052 | 0.010 | 0.055 | 0.109 | 0.051 |
| 4 | 0.053 | 0.065 | 0.045 | 1.000 | 0.049 | 0.007 | 0.049 | 0.020 | 0.017 |
| 5 | 0.048 | 0.098 | 0.044 | 0.037 | 1.000 | 0.113 | 0.063 | 0.007 | 0.017 |
| 6 | 0.101 | 0.044 | 0.009 | 0.004 | 0.109 | 1.000 | 0.011 | 0.008 | 0.011 |
| 7 | 0.070 | 0.053 | 0.053 | 0.047 | 0.062 | 0.012 | 1.000 | 0.116 | 0.006 |
| 8 | 0.000 | 0.056 | 0.119 | 0.003 | 0.000 | 0.009 | 0.099 | 1.000 | 0.008 |
| 9 | 0.109 | 0.000 | 0.039 | 0.003 | 0.002 | 0.009 | 0.000 | 0.008 | 1.000 |
Collection of sites recommended by similar users
| Sites | Bada mountain | Gulang island | Dujiang ancient city | Jade dragon snow mountain | Potala Palace | Huaqing Palace |
|---|---|---|---|---|---|---|
| Similarity | 0.625 | 0.572 | 0.413 | 0.221 | 0.192 | 0.082 |
Clustering of tourist behavior preferences and basic property distribution
| Gender | Age | |||||||
|---|---|---|---|---|---|---|---|---|
| Cluster | Male | Female | <15 | [15,25] | [26,45] | [46,65] | >65 | |
| 1 | 58.65% | 41.35% | 1.44% | 14.5% | 28.23% | 35.29% | 20.54% | |
| 2 | 20.82% | 79.18% | 1.11% | 40.31% | 31.18% | 16.8% | 10.6% | |
| 3 | 50.27% | 49.73% | 1.25% | 30.26% | 32.31% | 31.57% | 4.61% | |
| 4 | 57.30% | 42.70% | 0% | 18.14% | 20.5% | 40.08% | 21.28% | |
| Cluster | Monthly income | The biggest consumer project | ||||||
| <5000 | [5000, 10000] | >10000 | Food | Dorm | Shop | Recreation | Scenic spot project | |
| 1 | 19.33% | 56.13% | 24.54% | 12.09% | 14.22% | 26.12% | 38.16% | 9.41% |
| 2 | 49.12% | 37.93% | 12.95% | 26.6% | 16.32% | 3.3% | 21.86% | 31.92% |
| 3 | 34.01% | 32.53% | 33.46% | 15.07% | 23.83% | 16.22% | 23.41% | 21.47% |
| 4 | 12.46% | 37.92% | 49.62% | 25.42% | 28.12% | 5.99% | 12.01% | 28.46% |
The result of the tourist behavior clustering (n=255)
| Indicator | Behavior cluster result | F | Sig. | |||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |||
| 1 | -7 | -8 | 9 | -2 | 5.543 | 0.007 |
| 2 | -6 | 17 | -7 | 15 | 8.025 | 0.000 |
| 3 | -16 | 14 | 3 | 6 | 4.141 | 0.014 |
| 4 | 12 | 3 | 3 | -30 | 15.076 | 0.000 |
| 5 | -2 | 4 | -1 | -1 | 0.191 | 0.002 |
| … | … | … | … | … | … | … |
| 31 | -20 | 4 | 2 | 4 | 2.673 | 0.008 |
| 32 | -23 | -7 | 6 | 25 | 4.963 | 0.000 |
| 33 | 2 | -8 | -6 | -8 | 19.907 | 0.004 |
| 34 | -20 | 6 | 12 | -4 | 5.092 | 0.014 |
| 35 | 15 | -11 | -17 | 20 | 16.198 | 0.000 |