摘要
Web点击流数据记录了在线旅游者使用互联网实际发生的电子记录,为旅游研究提供了新机会。该文介绍了Web点击流数据的特性及Web点击流数据分析在旅游研究中的价值,回顾了国外Web点击流分析在旅游研究领域的相关进展,包括旅游网站(目的地网站和酒店网站)访问者行为、旅游者在线信息搜索以及旅游目的地建议系统等,并对其发展前景进行了讨论。
Web clickstream provides a new opportunity for tourism researchers and industry professionals to understand tourist online behaviours,as it records rich user-centered Web usage logs. In this paper,the nature of Web clickstream is described and the value of Web clickstream analysis in tourism research is proposed. Analysis on Web clickstream can reduce the cost of tourism enterprises spending on market research, measure the consumers more accurately, recognize user patterns more deeply, personalize tourism websites,and improve the design of tourism websites. Then, the advances on Web clickstream analysis in western tourism research are reviewed. There are few western tourism studies applying Web clickstream analysis up to now,and the active fields includes tourist navigation patterns of tourism websites（both tourism destination websites and hotel websites）, tourist online search, and tourism recommendation systems. Comprehensive methods are adapted by most of these studies,i, e. , in addition to Web elickstream analysis, Web content analysis and user profile analysis are also used. Finally, the future trends of Web clickstream analysis in tourism research are discussed. Although the range of research fields is not broad enough and the depth of mining on Web elickstream is shallow, the following trends will emerge in the future with the increasing awareness and perception of the value of Web clickstream analysis by professionals in both academic and industry sectors, the gradual mature- ness of data mining technology and tools as well as more and more cross-discipline research. The research area of Web click- stream analysis in tourism will expand to tourism eCommerce, online community marketing, etc. ,technologies and tools of data mining will be used more frequently,and the comprehensive methods will continue to be adapted.
出处
《地理与地理信息科学》
CSSCI
CSCD
北大核心
2010年第2期97-102,共6页
Geography and Geo-Information Science
关键词
Web点击流分析
国外研究进展
模式识别
旅游研究
Web clickstream analysis
overseas research advances
pattern recognition
tourism research
