Research on Four Dimensional Model of Evaluation on Tourism Survey Quality in the Big Data Age

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1 Research on Four Dimensional Model of Evaluation on Tourism Survey Quality in the Big Data Age ZHENG Hong Beijing International Studies University, China s Tourism Market Research Center, China, statistics_0921@126.com Abstract: It seems that the big data era brings tourism research a wing of science and technology. When data mining brings us speed and fervor, it also puts forward a new problem. Survey quality will directly affect the use and collection of data, so the quality evaluation standard is becoming increasingly important. If the quality of survey cannot be guaranteed, then big data and cloud computing are just cloud. The model just puts forward four evaluation bases, and it is a simple sign for the present situation and process of tourism survey. Related research still needs further and more systematic research in future research. In this paper, we found the study field there is a huge space in this study field on the basis of literature review. I build these four dimensional model of evaluation on tourism survey quality and find its Realistic meaning on the basis of four important factors affecting tourism survey quality by SPSS. Keywords: Big data, Tourism survey quality, Four dimensional, Evaluation model 1 Introduction Just as a famous saying said: RUBBISH IN, RUBBISH OUT!, it was often quoted by foreign market research experts. The meaning is if first-hand data is full of errors, finally the conclusion will be worthless regardless of scientific sampling technology, accurate data processing and high level analysis. The big data age is coming, and it brings three big challenges to tourism survey, the challenge of the software and data processing capabilities, the challenge of sharing and managing resources and the challenge of credible ability of date processing. In other words, in such a big data age, the revolution of tourism survey must be conducted, but the key of success is the control of survey quality. Thus it can be seen, Evaluation Model of Tourism Survey Quality is especially meaningful in big data age. Big data is something new, so big data, tourism survey and evaluation on market survey quality are limited. And the opinions are mainly concentrated in the following respects: 1.1 Tourism survey is the third eye In edition 010 of China Tourism News in 10th Feb. 2014, Johnson Jia, President of D&J, pointed out that the rapid development of modern tourism and the large industrial scale needed big data as the core and tourism survey as a third eye, and initial market survey and later evaluation is the points and fulcrum in foundation of tourism industry market. We can say that 2014 Wisdom Travel is such a good interpretation. 1.2 Big data means huge amounts of data, but only the data mining can realize its value Analysis and Mining Big Tourism Data (Guo Xin, 2013) mentioned that we can obtain more valuable information if we have big data technology of tourist. we can mining data tourism by analyzing the way by which tourists browse travel web sites, and huge amounts of travel data can be analyze by specialized services, it would provide standard data analysis reports and prediction results, and it allows users built model to analyze the data by opening interface. Big Data (Tu Zipei, 2012) showed the development and situation of United States which has Big and power data, the data which becomes a kind of means of production is the symbol of the era of big data, and the innovation based on the data is the forerunner of information economy. Tourism Opportunities in Big Data Era (Dai Yanhua, 2013) mentioned lay outing the way of data acquisition, the application of Internet technology, to the construction of tourism 32

2 information system by the use of big data technology, and operate and manage data by using big data project, and finally dig the commercial information behind the data by applications of big data. Application of Big Data Technology in The Wisdom Tourism (Luo Chengkui, 2013) also noted the tourist Weibo, micro letter, video sites and social networking sites have produced millions of data with characteristics of various types, low density value, fast processing speed, etc. Tourism Development Efficiency Characteristics of China Based on Data Analysis (Tao Zhuomin, etc., 2010), published on Geography, introduced the data envelopment analysis can be used to deal with problems according to the characteristics of big data. 1.3 The literature on evaluation criteria of survey quality is very rare At present, the study of market survey at home and abroad are concentrated on methods of the research and data analysis. And quality management research has mainly concentrated on the general quality management method. Only a handful of people devoted to how to carry on the quality management in the market survey. Carmen Balan has made researched on quality problems in the study of quantitative research. How to Improve the Market Survey Quality in Development of New Product (Zhang Deda, 1994) and Quality Management in a Market Research Project (Shi Xiaohui, 2012) analyzed transactions of market research company, described the existing problems in quality and summarized the cause of these problems. Then it introduced a mature idea from quality management discipline, built quality management plan suitable for market research company, and analyzed how to improve the existing quality problems on the point of the plan. 2 Quality of Survey Data is the Vitality of Tourism Survey The advent of the big data era will bring a big impact on tourism undoubtedly, especially on the traditional way of tourism research. Academia and industry have deeply realized this situation. In the big data era, the research value of tourism research innovation mainly displays in the follows: 2.1 Tourism survey is the third eye of travel decisions In reality, some regional tourism marketing decisions are very casual, or there is no marketing researches preparation, and marketing researches just like a mere formality. Then where Marketing plan comes from? And where the accurate of tourists market come from? There are no accurate basics. Obviously, in order to strengthen the tourism market, there are some problems need attention and to deal with when refer to planning scheme, such as providing accurate data and important basis for policy makers. 2.2 Tourism survey is the fulcrum of wisdom tourism In 2014, China starts the wisdom tourism, and tourism survey is a very good interpretation of wisdom tourism. First of all, the tourism survey meets needs of the changing market and the elaborate process, and it needs to use the wisdom mind and the means of wisdom to complete the wisdom study. Second, with the Internet popularization, tourism survey way becomes more diversify. With a new concept as the instruction and by means of new technology, it can predict the tendency of the tourism in the perspective of tourism development in the future. It provides true, reliable and well-founded data support, so that it can make sure that the tourism products can meet changing market conditions and tourism consumption demand. 2.3 Data driven the development of the precise tourism marketing, but precise marketing needs the innovation of the tourism survey methods McKinsey mentioned that data has penetrated into every industry and the business functional areas, and it becomes an important production factor. The mining and utilization of huge amounts of data indicate the coming of a new wave of productivity growth and the consumer surplus is considered to be 33

3 the epochal significance of the first year of the big data era. The big data is considered to be another peak after the information revolution of the information and Internet. With the rise of social media, the way that consumer depended on advertising behavior has changed, and the traditional advertising and marketing gimmick actually are harder to work. If you don t understand the concept of mobile, it s hard to understand the consumer in such an age, and fragmentation of consumer scenarios has changed entity shop. In big data era, what tourism electricity marketing do is not advertising, but narrowed advertisement which is accurate to the personalized needs. 3 The Propose of Four Dimensional Model of Evaluation on Tourism Survey Quality in the Big Data Age The big data era is coming, to be or not to be is a problem for the traditional market survey. Knowing your customers well is the premise of any marketing activities. The traditional customer relationship management of customer data generally focused on descriptive data and behavior data of the clients. In the era of big data, only 15% is structured data, others are unstructured data such as shopping process. The process can be recorded when trading on the Internet. A 360 degrees database on the customer is formed when these basic information are built. We can carefully analyze the details of the consumer spending with big database. For example, what and how much did consumers buy, how many people bought the same thing, what kind of person would buy these things, and consumption cycle and frequency of consumer spending, etc. Then a series of marketing activities can be more targeted. There is no doubt that the historical record of consumption is the precondition of data mining under the background of the big data. However, the buying motives of tourists, the authenticity of tourists personal information, the time of access to information and precise marketing effect put forward higher requirements to tourism survey quality. How to evaluate the survey quality that is excavated by big data is an urgent problem which is needed to think, also it becomes a necessary basis of marketing policy which will be made by tourism enterprises and tourism management department. In this paper, we investigated the tourism electric business, data mining companies and scholars and experts of travel industry with 63 questionnaires, and valid questionnaires are 57. Item Table 1 Reliability analysis of questionnaire Timeliness Availability factor factor Authenticity factor Precision factor Total Alpha Authenticity factors, therefore, the reliability is very good at Authenticity factors, and Timeliness factor and precision factor s reliability are good, meanwhile the reliability of Effectiveness factors is just normal, but it s very close to a good flag values, and the overall questionnaire s reliability is also very good. In summary, the questionnaire has good internal consistency, and the reliability is very good, so it can be accepted. At the same time, according to Pearson Correlation Coefficient, we made the correlation test between the four factors and the overall score. There are 3 factors which values are in the range of and one is in the range of 0.4 to 0.6. According to Pearson chi-square, the four factors are related to the quality of questionnaire data. Due to the limitation of paper, this article only picks up the critical data in SPSS. I only use Table 1 to illustrate the relationship between the four dimensions and qualified data and diagram of fourdimensional model. 34

4 Evaluation on Survey Data Quality Big Data Mining Authenticity Traditional Research Methods Research Data Collection Timeliness Qualified Survey Veracity The Use of Survey Data Validity Chart 1 Four dimensional model of evaluation on tourism survey quality 4 The Practical Significance of the Building of Four Dimensional Model of Evaluation on Tourism Survey Quality At present, there are surveys when referring to tourism market, such as service quality, tourism motivation, and customer satisfaction survey, and the main ways are methods of questionnaire, interview and field observation, etc. These methods are of great significance to some extent, but there are certain problems. One of the key problems is that the sample size is limited, and the representativeness is not enough. Enough data means a lot of manpower and time. The advent of the big data era provides an effective way to solve this problem. It seems that everyone can analyze the huge amounts of data seems to everyone, but how to evaluate the result is a problem to be solved. The role of four dimensional model of evaluation on tourism survey quality is mainly manifested in three aspects. Firstly, it is an evaluation standard on travel survey data quality, it decides if the data can be used to decisions. Secondly, it is an element of the tracking survey data quality tracking which was used, and it decides if the mining of data can be used to explain the scope and degree of tourism phenomenon. Thirdly, it is the basis of tourism data survey, quantity and direction, and it decides if we need more and newer data. Four dimensional model of evaluation on tourism survey quality provides the necessary guidance for relevant enterprises actual work, and it provides a better basis to enhance the level of management decision for tourism management department. It also has certain effect on training personnel for tourism education institutions, and it provides some countermeasure and advice in order to remote the orderly development of tourism electronic commerce industry in China. 5 Conclusions It seems that the big data era brings tourism research a wing of science and technology. When data mining brings us speed and fervor, it also requires us to put the survey quality evaluation on the agenda. If the quality of survey cannot be guaranteed, then big data and cloud computing are just cloud. The model just puts forward four evaluation bases, and it is a simple sign for the present situation and process of tourism survey. Related research still needs further and more systematic research in future research. 35

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