UGC (User Generated Content, also known as User Generated Content), tourism UGC big data is the tourism-related content uploaded by users to the Internet, including tourists, ** promotion departments and tourism enterprises. Tourism UGC big data records a large number of tourism behaviors and interactions, and its advantages are mainly manifested in large sample size, strong timeliness, no researcher intervention interference, and non-reactivity of objects, especially in the study of the mind, concept and behavior of the general population, but the disadvantage is that the data quality is often difficult to guarantee. Tourism UGC big data is divided into text data, **data, and **data. The display effect of UGC data on the Moray Cloud Tourism Big Data Platform is shown in the figure below, which counts the trend of sources and the proportion of various sources, and also analyzes user sentiment through UGC data statistics.
Tourism UGC big data text data is a type of big data composed of online comment data, blog data and other related data presented in text form, mainly including comment data and several data. As long as UGC review data is used to study the attributes of tourist satisfaction and the relationship between tourist satisfaction and other related factors, UGC text data is mostly used to study word-of-mouth reputation, which provides important guidance for industry management and marketing. At present, the research on big data of UGC tourism includes the analysis of tourist sentiment and the study of tourist behavior intention. The application of tourism UGC big data in business mainly includes personalized recommendation, tourism planning, destination portrait, public opinion monitoring, hot spot discovery, market allocation, market segmentation, etc.
Tourism UGC** data records mostly appear on Instagram, Flickr, Xiaohongshu and other social networks**, and tourism researchers mainly rely on **content and **digital footprint for research. These studies often identify the distribution of tourists, analyze the changes in tourist flows, and explore the point of interest (POI) of tourist destinations. Analyze tourists' travel trajectories and behaviors through the digital footprints carried by social networking**; By analyzing the difference between the image of the tourist destination perceived by the tourist and the image projected by the tourism destination marketing organization, etc., which is published by tourists on social media, and the image of the tourist destination is derived from it.
Tourism UGC** data is developing rapidly under the catalysis of interactive demand, and tourism destination marketing delivers tourist destinations, travel itineraries, cultural customs, scenic spots and other content through shooting**, webcasts, travel guides and fan exchanges, etc., giving ** people a visual experience and influencing their travel intentions. **Data can be used for destination attraction and destination marketing strategy analysis.