This paper focuses on the tourism precision marketing from the perspective of big data, and deeply discusses the related theories and practices. Firstly, the basic theory of big data and the concept value of tourism precision marketing are expounded, and the mechanism of big data on tourism precision marketing is analyzed. Then it analyzes the current situation and points out that although big data has made progress in the application of tourism marketing, there are also problems such as data quality and analytical ability. On this basis, innovative strategies are put forward, including data-driven market positioning, personalized product service customization, precise marketing channel integration, real-time dynamic marketing and customer interaction, and cross-industry cooperation and data sharing. The research conclusion shows that these innovations have solved the problems such as inaccurate positioning of traditional marketing, and achieved results such as improving marketing effect. However, there are some limitations in the research, such as data quality and security, technology application and so on. Future research can be carried out from strengthening data management and deepening technology application. Tourism precision marketing will develop in the direction of intelligence, personalization and ecology, and pay more attention to legal compliance and privacy protection.
Lu Zhong (Sun,) studied this question.