sustainability

Article
Framework for Building Smart Tourism Big Data Mining Model
for Sustainable Development
Ruoran Xu

School of Event and Economic Management, Shanghai Institute of Tourism, Shanghai 201418, China;
[email protected]

Abstract: How to combine big data (BD) technology with specific applications in the tourism industry
to achieve sustainable development in the tourism industry is a development issue that needs to be
addressed in the tourism industry today. In order to promote the development of smart tourism,
this text constructed a BD mining model for sustainable smart tourism. In this paper, based on
tourism data from 2010 to 2021, a regression model and an exponential curve model are constructed
to forecast passenger traffic, and a tourism spatial dimension model is constructed to build a tourism
data table, pre-process the data and construct a data mining (DM) model using a SQL Server model.
The experimental part of the study conducts experimental research on cities applying smart tourism
DM technology in three areas: foreign exchange earnings from the city’s tourism industry, jobs in the
tourism industry and the development of tourism-related industries. The results showed that the
application of smart tourism DM technology can improve the foreign exchange income (FEI) of urban
tourism, increase employment in tourism and drive the development of tourism-related industries.
Compared with 2010, the tourism FEI of the four cities would increase by more than 70% in 2021.

Keywords: smart tourism; data mining model; passenger flow forecast; development of tourism industry

1. Introduction
1.1. Background and Significance
As a product of the development of modern technology, smart tourism has many
Citation: Xu, R. Framework for
impacts on all sectors of the tourism industry. For tourists, smart tourism can provide
Building Smart Tourism Big Data
new tourism information services, destination information, consultation and the option
Mining Model for Sustainable
to book tourism products without leaving home, which can greatly improve the service
Development. Sustainability 2023, 15,
5162. https://doi.org/10.3390/
level of the tourism industry. For tourism destinations and other tourism operators, smart
su15065162
tourism enables them to promote tourism products for online marketing, attract tourists
and conduct intelligent management of tourism destinations [1].
Academic Editor: Fadi Al-Turjman Data are an important element in building a smart tourism system because data
Received: 13 January 2023 support the construction of the service part of the smart tourism information system. The
Revised: 6 March 2023 detailed analysis and DM of the tourism industry would improve the economic benefits of
Accepted: 9 March 2023 the tourism industry and increase the FEI and employment opportunities of the tourism
Published: 14 March 2023 industry. It finds problems and appropriate corrective measures according to the results of
data analysis and mining and plays an important role in promoting the development of
related industries [2].

Copyright: © 2023 by the author. 1.2. Status

Licensee MDPI, Basel, Switzerland.
Smart tourism as a new field of research has been studied by a larger number of
This article is an open access article
scholars. Shafiee used the steps of grounded theory as the analysis framework and proposed
distributed under the terms and
a new model of intelligent tourism destination. Jovicic, Dobrica Z. reviewed the evolution
conditions of the Creative Commons
of the concept of major tourism destinations, with special emphasis on the concept of
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
intelligent tourism destinations [3]. Ghorbani, Amir selected the intelligent dimensions in
4.0/).
tourism organizations according to the situation of the tourism industry and their impact

Sustainability 2023, 15, 5162. https://doi.org/10.3390/su15065162 https://www.mdpi.com/journal/sustainability

Sustainability 2023, 15, 5162 2 of 16

on the development of intelligent tourism organizations [4]. Mehraliyev, Fuad combined

qualitative and quantitative validation methods to determine the latest case study trends
and identify the knowledge areas of intelligent tourism research [5]. Jasrotia, Aruditya
discussed the two buzzwords of “smart city” and “smart tourism destination” and the
relationship between them [6]. Del Vecchio and Pasquale showed how the massive social
traffic BD provided by tourists can cultivate the value creation process of intelligent tourism
destinations [7]. Current research on smart tourism is focused on the service and user side;
while, from the data perspective, the concept and technology of BD is proposed, but the
collection, processing, selection and integration of data is not addressed.
BD mining is used in tourism. Ardito, Lorenzo studied the role of BD in intelligent
tourism [8]. Li Jingjing attempted to conduct a comprehensive literature review of different
types of BD in tourism research [9]. Iorio, Carmela introduced a conceptual model digital
tourism system which can handle various types of standard and non-standard tourism
data [10]. Li Daming built a BD platform on account of tourist flow information by an-
alyzing the spatial and temporal distribution characteristics of tourist flow in the scenic
area. He proposed DM technology based on the dragonfly algorithm and hybrid kernel
relevance vector machine algorithm to predict tourist flow in the dimension of space–time
distribution [11]. Al Fararni, Khalid used BD and AI technology to propose an architecture
and conceptual framework of a tourism recommendation system in view of hybrid recom-
mendation methods [12]. Liu Jun quantitatively measured the impact of climate change
on hiking in 100 cities by using a mixed method including the generalized additive model
and the piecewise regression model to analyze the BD generated by tourists [13]. Alaei, Ali
Reza reviewed and evaluated the application of different sentiment analysis methods in
the tourism industry, the use of datasets and their performance [14]. Rahmadian, Eko has
a comprehensive understanding of the application of BD in sustainable tourism to solve
various problems, and how BD supports decision-making in this case [15]. The current
research on tourism DM focuses on the construction level of information systems, with
corresponding integration studies for the construction of specific tourism GIS.
While the sustainable development of tourism has opened up many new opportunities
for growth, at the same time, there are many uncertainties due to the broad scope of the
industry, and problems such as overpopulation in some popular destinations and unattend-
edness in other emerging destinations persist. At the same time, due to the overall lack of
macro control of the tourism industry, the quality of tourism services has declined, tourism-
related lawsuits have increased significantly and serious safety issues have emerged. In
addition to these challenges, the intelligent analysis of tourism information and the mod-
elling and forecasting of tourism flows in existing tourism management systems are not
sufficient to meet the growing demands in tourism management.

1.3. Contents
Based on existing research, this paper improves and refines tourism information
management, creates a BD mining model to better predict and manage tourism data,
improves the quality of tourism services and promotes the development of the tourism
industry [16]. The structure of this paper includes an introduction to basic theory, tourism
DM model creation and experimental validation. We first introduce the research on smart
tourism and BD mining for sustainable development, and then construct a passenger flow
prediction model. We then construct a tourism spatial dimension model and establish
tourism data tables such as tourism, tourists, accommodation and entertainment. Finally,
we establish the DM model, including data preprocessing, model building, dimension
building and application, and DM model. The experimental part investigates and studies
the data of cities after applying the smart tourism DM technology.
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2. Sustainable Smart Tourism

2. Sustainable Smart Tourism
Intelligent tourism is a very new topic in the tourism industry. It realizes the innovation
Intelligent
of tourism tourism
services, is a very new
continuously topic in
improves thevalue
the tourism industry.
of tourism It realizes
products thereduces
and innova-the
tion of tourism services, continuously
comprehensive cost of tourism products. improves the value of tourism products and re-
duces the comprehensive cost of tourism products.
In addition to developing smart cities, the tourism administration also advocates
In addition to developing smart cities, the tourism administration also advocates
smart tourism as the future goal of tourism. At present, tourism information services make
smart tourism as the future goal of tourism. At present, tourism information services make
tourism more intelligent through the integration and dissemination of new media and
tourism more intelligent through the integration and dissemination of new media and
mass media. At the same time, it optimizes various management, services and marketing
mass media. At the same time, it optimizes various management, services and marketing
links to achieve high-level communication and quickly and effectively disseminate tourism
links to achieve high-level communication and quickly and effectively disseminate tour-
information, which can provide tourists with high-quality and satisfactory services.
ism information, which can provide tourists with high-quality and satisfactory services.
Smart tourism includes three levels: public service platform, application level and
Smart tourism includes three levels: public service platform, application level and
infrastructure.
infrastructure.Public
Public service platformsdirectly
service platforms directlyororindirectly
indirectlyprovide
provide services
services to to tourists
tourists
ininthe form of units or individuals, such as public management services,
the form of units or individuals, such as public management services, related services,related services,
consulting
consultingcompanies
companiesand andtourism
tourismcompanies.
companies. Application level users
Application level users areare mainly
mainlytravel-
travelers
with
ers with Internet connection devices, including ultra-portable Internet terminals (suchtablets
Internet connection devices, including ultra-portable Internet terminals (such as as
and smartphones).
tablets Infrastructure
and smartphones). includes includes
Infrastructure basic hardware, software and
basic hardware, databases.
software On the
and data-
basis
bases.of On
these
thehardware, there
basis of these is a datathere
hardware, center
is acontaining
data centervarious travel
containing information
various travel in-and
a formation
special organization responsible
and a special organizationfor responsible
managing and updating data
for managing [17]. The data
and updating structure
[17]. of
smart tourism is
The structure of displayed in Figure
smart tourism 1.
is displayed in Figure 1.

Figure1.1.Smart
Figure Smarttourism
tourismstructure.
structure.

Smarttourism
Smart tourism isis embodied
embodied in product
product development
developmentand andmarketing,
marketing, management
management
andservice,
and service,service
servicefeedback
feedback andand other
otherfields.
fields.By
Bycreating
creatinghigh-quality
high-quality tourism products,
tourism products,
people can better meet the needs of tourists and create greater environmental,
people can better meet the needs of tourists and create greater environmental, cultural cultural
andsocial
and socialvalues.
values. This
Thiscancancreate greater
create economic
greater economic value and and
value support the sustainable
support de-
the sustainable
velopment of the destination. Precise marketing makes the value of
development of the destination. Precise marketing makes the value of tourism productstourism products
moreobvious
more obvioussoso that
that tourists
tourists cancan quickly
quickly andand accurately
accurately obtain
obtain information
information about
about thethe
value
of tourism products and organize and display scientific information so that they cancan
value of tourism products and organize and display scientific information so that they better
better
plan planand
travel travel
makeanddecisions.
make decisions. It improves
It improves the management
the management of enterprises
of enterprises and
and reduces
reduces the operating costs of enterprises and the economic costs of tourists.
the operating costs of enterprises and the economic costs of tourists. Through real-time Through real-
time communication and information sharing, it makes the tourism industry process
communication and information sharing, it makes the tourism industry process smoother;
smoother; tourists can easily review and enjoy the new experience of intelligent tourism,
tourists can easily review and enjoy the new experience of intelligent tourism, and operators
and operators can improve their ability of scientific analysis and feedback. Targeted im-
can improve their ability of scientific analysis and feedback. Targeted improvements can be
provements can be made to create tourism products that better meet the needs of tourists.
made to create tourism products that better meet the needs of tourists.
As a new industry, tourism is developing rapidly in modern society. In recent years,
As a new industry, tourism is developing rapidly in modern society. In recent years,
smart tourism has also been developing steadily, becoming extremely important to local
smart tourism has also been developing steadily, becoming extremely important to local
tourism operators and tourism management departments. However, some tourism enter-
tourism operators and tourism management departments. However, some tourism enter-
prises did not fully realize this and did not pay enough attention to it. Tourism enterprises
prises did not fully realize this and did not pay enough attention to it. Tourism enterprises
need to know how to keep pace with the times and make use of appropriate opportunities
Sustainability 2023, 15, 5162 4 of 16

for change. Through smart tourism, tourism enterprises can analyze tourists’ preferences
and needs through relevant data. It determines target customer groups, provides person-
alized services that meet the needs of tourists, significantly improves service efficiency,
reduces marketing costs and makes scientific decisions. Of course, tourism management
departments would also be able to use the real-time information provided by intelligent
tourism terminals and other services. It effectively implements appropriate deviation or
remedial measures, and responds to tourists’ complaints in a timely manner, providing a
solid foundation for correct and appropriate actions.
Trains, planes and other means of transportation have security problems; because
there are many people on them, which would attract the attention of some extremists.
The intelligent travel transportation system provides detailed travel road information, and
provides routes in case of traffic congestion in a timely manner. The system can also be used
to select hotels, restaurants, entertainment programs, etc., through the intelligent travel
mobile terminal. At the same time, tourists can plan their own walking routes according
to their interest points and use information services, such as travel guides and shopping
guides, when arriving at a beautiful place.
Of course, intelligent travel also promotes student travel by reducing barriers, increas-
ing the amount of information and eliminating closures. When planning a trip, people can
use their mobile devices to find the best itinerary, affordable accommodation, local snacks,
famous tourist attractions, etc.
Smart travel provides people with complete travel services, enabling them to share
travel experiences more widely, safely and in a timelier manner. Of course, if an accident
occurs during travel, people can also control it through their smartphone. Smart mobile
devices, including tourists and guides, organically link tourism enterprises with tourism
management departments to improve people’s tourism experience. It has also promoted the
transformation and modernization of traditional tourism, so as to improve the international
competitiveness and sustainable development of tourism.

3. Big Data Mining

3.1. Overview of DM
DM is a hot topic in the field of artificial intelligence and BD, which is also known as
database development. DM is an important process by which to analyze and calculate a
large amount of data in a database, and then discover previously hidden unknown data.
DM itself has no clear goal. The results of data analysis are uncertain and can predict the
future direction, which would have a profound impact on the direction of e-commerce.
DM is a new enterprise information processing technology that detects hidden, unrec-
ognized or confirmed patterns, and provides better and effective modeling methods.
Because the computing performance of the computer was relatively low at that time,
the analysis and processing efficiency of complex data was relatively low. Today, due
to business automation in various industries, enterprise departments have produced a
large quantity of unknown data, including hidden data. These data are no longer used for
analysis but are the result of purely opportunistic business activities [18].

3.2. Common Methods of DM

Common methods of DM are displayed in Figure 2.
The classification method is mainly used to identify the common features of data object
groups or groups in the database and classify them according to the specific classification
model. Auto dealers can divide customers into different categories according to their
car preferences, and then marketing personnel can send users advertising guides for
different types of new cars according to their preferences, which greatly increases business
opportunities.
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Sustainability 2023, 15, 5162 5 of 16

Figure 2. Common methods of DM.

Figure 2. Common methods of DM.
Regression analysis mainly reflects the attributes of some attribute values in the
Regression
database. It mapsanalysis mainly columns
the generated reflects the to attributes
functions of some
that useattribute valuestoinpredict
actual values the da-
tabase. It maps the generated columns to functions
variables and verifies the correlation between variables or attributes. that use actual values to predict vari-
ables and
The verifies
cluster the correlation
analysis method between
includes variables
classifyingor datasets
attributes. into multiple categories
The cluster analysis method
according to differences and similarities. includes classifying datasets into multiple categories ac-
cording to differences
The related rule methodand similarities.
is a rule that describes the relationship between data items
The related rule method
in the database; that is, other items is a rule thatsame
of the describes the relationship
transaction, between datainitems
hidden relationships the
in the database; that is, other items of the same transaction, hidden
data or relationships between them can be exported according to the appearance of specific relationships in the
data or relationships
transaction items. between them can be exported according to the appearance of spe-
cificThe
transaction items.
feature analysis method is to extract the feature expression of these data from
The feature
the dataset. Theseanalysis
data are method
common is tofeatures
extract in
thethe
feature expression
dataset. of thesemarketing
For example, data from
the dataset. These data are common features in the dataset.
personnel can extract the key features of customer churn, determine the main reasonsFor example, marketing per-
sonnel can extract the key features of customer churn, determine
and characteristics of customer churn and prevent customer churn due to these reasons the main reasons and
characteristics
and characteristics.of customer churn and prevent customer churn due to these reasons and
characteristics.
Deviation contains much potentially interesting knowledge, such as classification
Deviation
exceptions, contains
exception muchand
models potentially
expectedinteresting
deviations. knowledge,
Unexpected such as classification
rules often cover up ex-
ceptions,
huge exception
benefits. Once models and expected
the potential value ofdeviations. Unexpected
these exceptional rules rules oftencountless
is found, cover up
huge benefits.
benefits would be Once the potential
obtained [19]. value of these exceptional rules is found, countless ben-
efits would be obtained [19].
3.3. Main Technologies of DM
3.3. Traditional
Main Technologies
technologyof DMand advanced technology are usually two independent com-
ponents of DM theory
Traditional technology and technology.
and advanced The object of are
technology DMusually
is usually
two aindependent
variable withcom-a
large number of samples, which is used to simplify and modify the
ponents of DM theory and technology. The object of DM is usually a variable with a large multivariate analysis
 Sustainability 2023, 15, x FOR PEER REVIEW 6 of 16
Sustainability 2023, 15, 5162 6 of 16

number of samples, which is used to simplify and modify the multivariate analysis in-
involved in advanced
volvedstatistics. In statistics.
in advanced particular, discriminant
In particular, analysisanalysis
discriminant using factor analysis
using factor analysis for
for classification classification
and cluster analysis
and cluster analysis using group division are commonly usedThe
using group division are commonly used in DM. in DM. The
most commonly most usedcommonly
DM methods usedare
DMdisplayed
methods are in displayed
Figure 3. in Figure 3.

Figure 3. CommonFigure 3. Common DM techniques.

DM techniques.

Data mining
Data mining technology technology
mainly includesmainly includes
artificial artificial
neural neural decision
network, network, decision
tree, ge-tree, ge-
netic algorithm, neighborhood algorithm and association rule
netic algorithm, neighborhood algorithm and association rule algorithm. This paper selects algorithm. This paper se-
lects the association rule
the association rule algorithm for data mining. algorithm for data mining.
Association rules are usually applicable to physical stores or e-commerce systems,
Association rules are usually applicable to physical stores or e-commerce systems,
mainly reflecting the relationship and dependency between things. We search the cus-
mainly reflecting the relationship and dependency between things. We search the cus-
tomer’s purchase history or browsing records, finally understand the customer’s habits
tomer’s purchase history or browsing records, finally understand the customer’s habits
by mining association rules, and obtain the similarity between related customers, such as
by mining association rules, and
the possibility obtain theAsimilarity
of purchasing between
and B products related
at the customers,
same time. By mining,such as
adjusting the
the possibility oflayout
purchasing A and B products at the same time. By mining, adjusting
and designing perfect advertisements, we can ultimately increase the turnover of
the layout and designing
goods. perfect advertisements, we can ultimately increase the turnover
of goods. Association algorithm is an important algorithm in DM, and the typical algorithm is
Associationthealgorithm is an important
Apriori algorithm. The firstalgorithm
step of the in DM, algorithm
Apriori and the typical algorithm
is to search is items
all common
in the transaction
the Apriori algorithm. database
The first step of theusing an iterative
Apriori method.
algorithm is to In other all
search words, it can be
common understood
items
in the transactionthat the collection
database using anis not less than
iterative the collection
method. of all
In other users.itThe
words, cansecond step is to use a set
be understood
that the collection is not less than the collection of all users. The second step is to use a set
of public items to create rules that meet the user’s minimum trust. Among them, viewing
or identifying all common element sets is the core of the algorithm, which considers many
aspects of the entire calculation [20].
 Sustainability 2023, 15, x FOR PEER REVIEW 7 of 16

Sustainability 2023, 15, 5162 of public items to create rules that meet the user’s minimum trust. Among them, viewing7 of 16
or identifying all common element sets is the core of the algorithm, which considers many
aspects of the entire calculation [20].
3.4. Data Collection Techniques
3.4. Data Collection Techniques
Data collection includes three methods: on-site surveys, interview surveys and web-
Data collection includes three methods: on-site surveys, interview surveys and web-
based collection. On-site collection includes GPS data collection, 3D panorama collection,
based collection. On-site collection includes GPS data collection, 3D panorama collection,
questionnaire collection and visitor registration; methods of collecting data on the web
questionnaire collection and visitor registration; methods of collecting data on the web
include collecting official data and crawler technology data collection.
include collecting official data and crawler technology data collection.
Web crawlers automatically search and access online information according to certain
Web crawlers automatically search and access online information according to cer-
rules
tainand
rulesare widely
and used inused
are widely webinsearch engines
web search (or scripts).
engines In addition
(or scripts). to default
In addition text and
to default
images,
text and images, web pages searched through browsers often have hyperlinks to infor- on
web pages searched through browsers often have hyperlinks to information
other
mationwebonpages,
other which allows
web pages, weballows
which crawlers
webtocrawlers
access large amounts
to access largeof data. Inofaddition,
amounts data.
asInthe Java programming language is cross-platform, Java web
addition, as the Java programming language is cross-platform, Java web crawlers arecrawlers
well scalable
are
and
wellplay an important
scalable and play role in searchrole
an important engine development
in search [21].
engine development [21].
Before
Beforepreparing
preparingthe
the design,
design, thethe website
websitecan
canbebebrowsed
browsedthrough
through a browser
a browser to view
to view
the HTML page elements to be found, import HTML tag elements
the HTML page elements to be found, import HTML tag elements and find valuable data. and find valuable
data. We store
We store the successful
the successful crawlcrawl in a database,
in a database, uploadupload the content
the content todatabase,
to a local a local database,
filter
filter non-important data and filter the most important data to
non-important data and filter the most important data to quickly view importantquickly view important
infor-
information
mation [22].[22].

3.5.
3.5.DM
DMProcess
Process
The
Theprocess
processof
ofDM
DMisis very
very complex, involvingmany
complex, involving manyoperations.
operations. The
The DM
DM process
process is is
displayed in Figure 4.
displayed in Figure 4.

Figure4.4.DM
Figure DMprocess.
process.

Thefirst
The firststep
stepisisto
toidentify
identify business
business objects.
objects.TheTheresults
resultsofofdata
dataanalysis areare
analysis unpre-
unpre-
dictable, but the problems to be studied are very obvious. If people blindly analyze thethe
dictable, but the problems to be studied are very obvious. If people blindly analyze data,
data,
the the results
results would would
not be not be successful.
successful. We needWetoneed to analyze
analyze the datathequality
data quality andprepare
and then then
prepare
for for the subsequent
the subsequent process toprocess
ensuretothe
ensure
qualitythe of
quality of data analysis
data analysis results.results. This re-the
This requires
quires the description and evaluation of DM results. The analysis methods
description and evaluation of DM results. The analysis methods used are usually defined used are usu-
ally defined by DM operations, usually using current visualization
by DM operations, usually using current visualization technologies. technologies.
Thischapter
This chapterintroduces
introduces the
the knowledge
knowledgeofofDM, DM,explains
explainsinin detail thethe
detail common
common meth-
meth-
ods of DM, as well as the current main techniques of DM, and finally
ods of DM, as well as the current main techniques of DM, and finally makes a detailed makes a detailed
introductiontotothe
introduction theprocess
process of
of DM.
DM. Through
Through thetheanalysis
analysisofofvarious
varioustechniques
techniques of of
DM,DM,thethe
associationalgorithm
association algorithmisisfinally
finallyselected
selectedasasthe
theDM DMmethod
methodininthis
thispaper
paperand
andapplied
appliedininthe
the next chapter.
next chapter.

4.4.Big
BigData
DataMining
MiningModel
Model for
for Smart
Smart Tourism
Tourism
Themost
The most pressing
pressing issue
issueininthe
theplanning
planningof tourism is how
of tourism to effectively
is how combine
to effectively the
combine
spatial distribution of tourist attractions with the structure of their distribution in
the spatial distribution of tourist attractions with the structure of their distribution inaccord-
ance with the consumer’s desire to travel. The data provided in this paper come from the
accordance with the consumer’s desire to travel. The data provided in this paper come
Tourism Statistical Yearbook, which is available in the relevant database on the website
from the Tourism Statistical Yearbook, which is available in the relevant database on the
website of the Bureau of Statistics. Crawler software will also be used to obtain tourism
information from the official tourism website, including the name, rating and user reviews
of a particular attraction. The user’s comments are used to determine whether the user is a
local order or an off-site order, and the season in which the user travels is distinguished by
the timing of the comments.
Sustainability 2023, 15, 5162 8 of 16

4.1. Passenger Flow Prediction Model

4.1.1. Data Source
In view of the tourism industry data from 2010 to 2021, this study analyzed the changes
and trends of the number of urban tourists over the years and used mathematical models
to predict the number of tourists in the next few years. All the data provided in this study
were from the Tourism Statistics Yearbook and can be viewed in the relevant databases on
the website of the Statistics Bureau.

4.1.2. Regression Model Prediction

Assuming that the number of tourists in a city is increasing every year, the linear
relationship can be used to describe the proportion of the number of tourists to a year. If
the number of tourists follows the normal distribution, the regression model is as follows:

ŷ = a + bt. (1)

In Formula (1), ŷ represents the predicted value and t is the time scale; a is the intercept
of the regression line on the vertical axis and b is the regression coefficient, all of which are
uncertain parameters.
a and b can be calculated by the least square:

n ∑ ti yi − ∑ ti ∑ yi
b= ; (2)
n ∑ t2i − (∑ ti )2

∑ y i − b ∑ ti
a= . (3)
n

4.1.3. Exponential Curve Model

Based on these data, an exponential curve prediction model is established to predict
the number of urban tourists.
The exponential curve equation is as follows:

ŷt = abt . (4)

ŷ is the predicted value, a and b are unknown parameters and t is the time scale. If
we take the logarithm at both ends of the formula and convert the variable, the converted
linear equation is as follows:

lg(y) = lg(a) + lg(b)∗t. (5)

lg(a) and lg(b) are calculated as follows:

n ∑ ti lgyi − ∑ ti ∑ lgyi
lg(b) = ; (6)
n ∑ t2i − (∑ ti )2

∑ lgyi − ∑ ti ∗lgb
lg(a) = . (7)
n

4.2. Tourism Information DM

These data are analyzed and applied by enterprises to formulate policies and strate-
gies and help formulate appropriate policies and programs. Tourism BD is the extraction
and processing of such tourism-related information. This text analyzed the trends of
different tourism sectors through in-depth research, including the development of scien-
tific and reasonable management and operation models to achieve maximum social and
economic benefits.
Sustainability 2023, 15, x FOR PEER REVIEW 9 of 16

Sustainability 2023, 15, 5162 and reasonable management and operation models to achieve maximum social and9 eco-
of 16

nomic benefits.

4.2.1. Tourism Spatial Dimension Model

The importance
importanceof oftourism
tourismbehavior
behaviorlies
liesininthe
the fact
fact that
that people
people travel
travel or play
or play in spe-
in specific
cific spatial
spatial areas.areas. Coordinates
Coordinates are used
are used to represent
to represent tourist
tourist attractions
attractions visited
visited by tourists,
by tourists, and
lines are used
and lines to represent
are used touristtourist
to represent routes.routes.
Different touriststourists
Different show different spatial choices
show different spatial
when
choices traveling. Figure 5Figure
when traveling. shows5the different
shows behaviorbehavior
the different patternspatterns
calculated by the tourism
calculated by the
industry prediction
tourism industry system. system.
prediction

Figure 5.
Figure 5. Tourism behavior mode.
Tourism behavior mode.

The first
first is
is one-way
one-waytourism,
tourism,which
whichisisthe behavior
the behavior choice of tourists
choice of touristsfor for
tourism ac-
tourism
tivities. The
activities. Thesecond
second is is
linear
lineartourism.
tourism.Tourists
Touristslook
lookfor
formultiple
multipledestinations
destinationson onone
one route,
route,
but only choose one main main destination.
destination. The third is the basic
basic tourism.
tourism. Although tourists
have primary destinations, they also have secondary destinations, destinations, and
and finally reach the
main destination.
destination. The The fourth
fourthisiscircular
circulartourism.
tourism.Tourists
Touristsdivide
dividethe area
the areainto
into target
targetareas to
areas
explore
to explorethethe
tourist attractions
tourist and and
attractions destinations in the
destinations inarea. The fifth
the area. The type
fifth istype
tourism chain,
is tourism
which is a customer
chain, which centered
is a customer tourismtourism
centered network.
network.
Spatial data are data that reflect the location, shape, size and characteristics of spatial
unit distribution. They can be used to describe the real world goals characterized by
location, quality, time and spatial relations. Spatial data form the basic structure of natural
data, such as points and lines. Spatial data coding refers to the realization of graphic data,
Sustainability 2023, 15, 5162 10 of 16

images and spatial data structures. Each data source has a specific data structure, and the
efficiency of data processing is often determined by the data structure.

4.2.2. Establishment of Tourism Data Table

In order to maintain resources, the database resources of the intelligent tourism
information system include tourism, travel, food, shopping, entertainment, life, etc., as
well as various digital resources according to the design principles of independent, safe,
complete, standardized databases.

4.2.3. DM Model Establishment

A. Data preprocessing
The goal of data integration is to integrate data into data sources to eliminate semantic
differences and store them in an integrated data format. Data specifications are identifiers
of required datasets.
There are many reasons for data loss, so data needs to be filled in during preprocessing.
Based on the existing information, some methods can be used to export the lost data. Even
though it is relatively simple to replace global variables, it is usually meaningless. If
people populate a numeric attribute with an average attribute value, there would be many
averages, which may be too many. Attribute values of the same fill type based on all
samples have advantages, but if the same type has the highest probability range value,
special treatment is required. The other method is based on multi linear regression of the
Bayesian derivative method or the decision tree method to determine possible values to fill
in enough values.
B. Model establishment
The data storage is based on preprocessing, and the analysis model is created using
Microsoft SQL Server 2000 Analysis SC Services.
The specific process of building the data mining model is as follows.
1. Organizing the data mining source data: templates are selected based on request top-
ics, then event tables and size code tables are developed, using stellar and snowflake
patterns. This relational database is not used to handle errors, but to prepare raw
data for data mining. Once built, the corresponding indices are created by developing
fact and size code tables. The data transformation service downloads data from dif-
ferent databases, retrieving and downloading data by extraction and normalization.
When data are imported or exported, data packages are created to transform and load
heterogeneous data for extraction needs;
2. Create data cubes: virtual databases are created for the objects stored in the service tree.
The base table is defined as the index table for the multidimensional data cube. The
index table above specifies how the indices are created, and the methods for creating
the indices are called node attribute types and node attribute parameters. Determine
the measurement levels and relationships specified in the multidimensional data cube
measurement table, using the multidimensional data cube to define the tree structure.
Determine the actual structural relationships of the multidimensional data cube and
load the multidimensional data cube with data;
3. Build a server-side data mining model;
4. Association rules are applicable to one or more dimensions. Dimensions are the
structural characteristics of data. They describe the structural hierarchy of data classi-
fication in data tables. Due to the decentralized data distribution, many applications
find it difficult to find rules related to data details. After the concept hierarchy is
introduced, it can be decomposed at a higher level. Higher level rules can be more
general information; they can be shared by one user but may not be shared by another
user. DM needs to provide these mining functions at multiple levels. The mining of
multidimensional association rules can basically follow the framework of support
and trust. There are two strategies to support association rules at one level.
Sustainability 2023, 15, 5162 11 of 16

The first is the unified minimum support. It uses the same minimum support at
different levels. This is relatively easy for users and algorithms, but the disadvantages are
also obvious.
The second is to gradually reduce support. Each level has a different minimum sup-
port, and the lower level has a lower minimum support. At the same time, the information
that can be obtained from higher mining can also be used for filtering. Considering the
minimal support for hierarchical allocation rules, the solution must be based on basic
minimum support.
C. Establishment and application of dimensions
It determines the basic structure of the model and constructs the dimensions and cubes
of system analysis. The dimension is the perspective from which people observe the real
world. Decision analysis needs to observe and analyze data from different perspectives.
The survey wizard would specify additional configurations for the data table to support
cubes. The wizard prompts people to select a storage mode. After the wizard completes
its task, people would return to the wizard to complete the design process. It can also
improve performance by optimizing the data storage in the storage design wizard. In the
tree directory in the left pane of the analysis manager below, people can select cube roles to
create security features.
The dimensions defined here include age, region, gender, landscape, time and transportation.
The age range is divided into 15 years old, 15–30 years old, 30–40 years old, 40–50
years old, 50–70 years old and over 70 years old.
The regions are divided into China, North America, Latin America, Japan and South
Korea, Southeast Asia, South Asia, the Middle East, North Africa, South Africa, Central
Asia, Europe, etc.
There are 230 scenic spots in total, and the time includes the two dimensions of year
and month.
Traffic measurement is mainly used to distinguish vehicles arriving at scenic spots,
including cars, trains, planes, etc.
D. DM model
The system uses the SQL Server DM model to create a clustering model.

5. Smart Tourism DM Experiment

Total foreign exchange earnings from tourism is one of the most important indicators
of the level of development of international inbound tourism in a country or region, and a
comprehensive indicator of the country’s or region’s ability to generate foreign exchange
from tourism. The number of jobs in the tourism industry and the foreign exchange
earnings of related industries demonstrate the development of the tourism industry. In
this text, four cities with smart tourism DM technology were selected to investigate their
tourism-related data in 2010 and 2021 for data comparison. It included FEI in tourism,
employment in tourism and FEI in related industries.

5.1. FEIof Tourism Industry

The FEI of tourism of the four cities in 2010 and 2021 is displayed in Figure 6.
Figure 6a shows the FEI of the city’s tourism in 2010, and Figure 6b shows the FEI
of the city’s tourism in 2021. For City 1, the FEI of tourism in 2010 was 12.3 billion yuan,
and in 2021, the FEI of tourism would increase to 25.7 billion yuan. For City 2, in 2010, the
FEI of tourism was 24.2 billion, and in 2021, the FEI of tourism increased to 42.6 billion.
For City 3, the FEI of tourism in 2010 was 8.7 billion yuan, and the FEI of tourism in 2021
would increase to 19.4 billion yuan. For City 4, the foreign exchange revenue of the tourism
industry was 19.6 billion in 2010 and it increased to 50.3 billion in 2021. Tourism of the four
cities has been greatly improved as a whole. Compared with 2010, the tourism FEI of the
four cities would increase by more than 70% in 2021.
Sustainability 2023, 15, x FOR PEER REVIEW 12 of 16
Sustainability 2023, 15, 5162 12 of 16

300
(a) 2010 revenue
242
250

196
200
Incom (billion)
150
123

100 87

50

0
City 1 City 2 City 3 City 4
City

600
(b) 2021 revenue
503
500
426
400
Incom (billion)

300 257
194
200

100

0
City 1 City 2 City 3 City 4
City
Figure 6. Foreign exchange earnings from the city’s tourism sector. (a) FEI of urban tourism in 2010.
Figure 6. Foreign exchange earnings from the city’s tourism sector. (a) FEI of urban tourism in 2010.
(b) FEI of urban tourism in 2021.
(b) FEI of urban tourism in 2021.
5.2. Employment in Tourism
Figure
The 6a shows
tourism the FEIjobs
industry of in
thethe
city’s
four tourism in 2010,
cities in 2010 and are
and 2021 Figure 6b shows
displayed the FEI
in Figure 7. of
the city’sFigure
tourism in 2021.
7a shows For City
the urban 1, thejobs
tourism FEIinof tourism
2010, in 2010
and Figure was 12.3
7b shows billiontourism
the urban yuan, and
jobs in
in 2021, the2021.
FEIInof2010, therewould
tourism were 1.07 milliontojobs
increase in billion
25.7 the tourism
yuan. industry in City
For City 2, in12010,
and 1.54
the FEI
million jobs in City 2. There are 690,000 tourism jobs in City 3 and 1,680,000
of tourism was 24.2 billion, and in 2021, the FEI of tourism increased to 42.6 billion. in City 4. By For
City2021, the number of tourism jobs in City 1 would increase to 2.14 million and that in City
3, the FEI of tourism in 2010 was 8.7 billion yuan, and the FEI of tourism in 2021
2 would increase to 2.83 million. The number of tourism jobs in City 3 increased to 1.57
would increase to 19.4 billion yuan. For City 4, the foreign exchange revenue of the tour-
million and that in City 4 increased to 2.66 million. The city’s tourism has been driven up,
ism and
industry was 19.6
the tourism billion
industry hasin 2010 and
gradually it increased
increased to 50.3 billion in 2021. Tourism of
employment.
the four cities has been greatly improved as a whole. Compared with 2010, the tourism
FEI of the four cities would increase by more than 70% in 2021.

5.2. Employment in Tourism

The tourism industry jobs in the four cities in 2010 and 2021 are displayed in Figure
7.
Sustainability 2023,
Sustainability 15,15,
2023, x FOR
5162PEER REVIEW 13 of
13 16
of 16

(a)2010 employment opportunities

1.8 1.68
1.6 1.54

1.4

Number (million) 1.2 1.07

1
0.8 0.69
0.6
0.4
0.2
0
City 1 City 2 City City 3 City 4

(b)2021 employment opportunities

3.5

3 2.83
2.66
2.5
Number (million)

2.14
2
1.57
1.5

0.5

0
City 1 City 2 City City 3 City 4
Figure
Figure 7. Jobs
7. Jobs in the
in the tourism
tourism industry
industry sector
sector in the
in the city.
city. (a)(a) Jobs
Jobs in the
in the urban
urban tourism
tourism sector
sector in 2010.
in 2010.
(b)(b) Jobs
Jobs in in
thethe urban
urban tourism
tourism sector
sector in in 2021.
2021.

5.3. FEI of Related Industries

Figure 7a shows the urban tourism jobs in 2010, and Figure 7b shows the urban tour-
ism jobsThe FEI ofIntourism-related
in 2021. 2010, there wereindustries in the
1.07 million four
jobs in cities in 2010industry
the tourism and 2021in
is City
displayed
1 and in
Figure 8.
1.54 million jobs in City 2. There are 690,000 tourism jobs in City 3 and 1,680,000 in City 4.
By 2021, Figure 8a shows
the number of the city’sjobs
tourism FEI in
from tourism-related
City 1 would increase industries
to 2.14in 2010, and
million and Figure
that in8b
shows the city’s FEI from tourism-related industries in 2021. As for the
City 2 would increase to 2.83 million. The number of tourism jobs in City 3 increased to accommodation,
transportation
1.57 and in
million and that catering
City 4 industries directly
increased to related The
2.66 million. to the tourism
city’s industry,
tourism it can
has been be seen
driven
up,from
andthe
thedata that industry
tourism the FEI ofhas
tourism-related industries
gradually increased in 2021 would be much higher than
employment.
that in 2010. With the application of smart tourism DM technology, the tourism industry
has
5.3. FEIdeveloped, driven the development of tourism-related industries, and the income of
of Related Industries
tourism-related industries has been greatly improved.
The FEI of tourism-related industries in the four cities in 2010 and 2021 is displayed
in Figure 8.
Sustainability 2023,2023,
Sustainability 15, x15,
FOR PEER REVIEW
5162 14 of14
16of 16

400
358 (a) 2010 revenue
350
305
300
249
Incom (billion)
250

200 186

150

100

50

0
City 1 City 2 City 3 City 4
City

700
(b) 2021 revenue 621
583
600

500
Incom (billion)

400 374

300 255

200

100

0
City 1 City 2 City 3 City 4
City
Figure
Figure 8. Foreign
8. Foreign exchange
exchange earningsfrom
earnings fromtourism-related
tourism-related industries
industries in
in the
thecity.
city.(a)(a)Foreign
Foreignexchange
ex-
earnings from tourism-related industries in 2010. (b) Foreign exchange earnings from
change earnings from tourism-related industries in 2010. (b) Foreign exchange earnings from tour- tourism-related
industries
ism-related in 2021. in 2021.
industries

6. Discussion
Figure 8a shows the city’s FEI from tourism-related industries in 2010, and Figure 8b
shows the In city’s
this paper, basedtourism-related
FEI from on tourism dataindustries
from the Tourism
in 2021. Statistics
As for theYearbook from 2010 to
accommodation,
2021, a tourism
transportation and flow forecasting
catering model
industries is established
directly related tobythe
two methods,
tourism namely,
industry, it regression
can be
seen from the data that the FEI of tourism-related industries in 2021 would be much flow.
model forecasting and the exponential curve model, to forecast the passenger higherThis
thanpaper
that also builds
in 2010. a tourism
With spatial dimension
the application model based
of smart tourism on tourists’ tourism
DM technology, the tourismbehaviour,
in-
collects tourism data and uses association rules to build a tourism
dustry has developed, driven the development of tourism-related industries, and the DM model. Thein-
main
work of this paper is as follows:
come of tourism-related industries has been greatly improved.
1. We analyzed the current state of research on sustainable smart tourism and BD mining,
and to provide a detailed introduction to the DM process;
6. Discussion
2.In this
Tourism
paper,data
basedfromon2010 to 2021
tourism were
data from collected through
the Tourism the Tourism
Statistics Statistics
Yearbook fromYearbook
2010
and crawler software, and passenger flow forecasts were made using
to 2021, a tourism flow forecasting model is established by two methods, namely, regres- regression model
forecasting and index model forecasting methods;
sion model forecasting and the exponential curve model, to forecast the passenger flow.
Sustainability 2023, 15, 5162 15 of 16

3. We constructed a tourism spatial dimension model according to the tourism industry

behaviour of tourists, which can be used to recommend a combination of tourism
locations and drive the passenger flow of surrounding tourist attractions;
4. We built tourism data tables according to different categories of tourism data, pre-
process tourism data, used association rules for DM and used Microsoft SQL to build
analytical models;
5. Four cities applying smart tourism DM technology were used as experimental ob-
jects to collect tourism data in 2010 and 2021 and conduct experimental research
in three aspects: foreign exchange income from the tourism industry, employment
in the tourism industry and foreign exchange income from related industries. The
research results show that smart tourism DM technology can effectively promote the
sustainable development of tourism in the city.
The research in this paper has solved the problem of excessive difference in passenger
flow between scenic spots in different regions, predicted the passenger flow so that tourist
attractions can prepare for tourism services in advance and avoided the decline of tourism
service quality caused by the surge of passenger flow. Linkage of tourist attractions accord-
ing to tourists’ behavior and the formation of the tourism regional circle are conducive to
improving competitiveness. The original tourism DM model is improved to better adapt
to the growing demand for tourism management and improve the overall quality of the
tourism industry.

7. Conclusions
Smart tourism is a future trend in today’s tourism industry and a strategic need for
the transformation and upgrading of urban tourism. The development of smart tourism
technologies, applications and models, as well as DM for smart tourism, will help to im-
prove the overall level and quality of urban tourism services. In order to improve the
existing tourism DM model, better adapt to the growing needs of tourism management and
achieve sustainable development of urban tourism, this paper carries out the construction
of a smart tourism BD mining model. This paper DMs tourism data for sustainable smart
tourism by collecting tourism data through the Tourism Statistics Yearbook and crawler
software, constructs a passenger flow prediction model based on regression model predic-
tion and index model prediction, establishes a tourism spatial dimension model for the
intelligent recommendation of tourism locations and uses association rules to construct a
DM model. The study shows that the application of intelligent tourism DM technology can
greatly enhance the foreign exchange earnings of the tourism industry, improve employ-
ment opportunities in the tourism industry and promote the foreign exchange earnings
of tourism-related industries. The tourism industry management system can improve the
overall quality of the tourism industry, drive the sustainable development of the tourism
industry, and promote the development of tourism-related industries. However, the intel-
ligent tourism DM system in this paper only operates on small datasets, and due to the
large amount of actual business data, there are more disruptive factors in a large system. A
truly intelligent tourism DM system requires more testing and continuous optimization in
real-world applications.

Funding: This research received no external funding.

Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: The data that support the findings of this study are available from the
corresponding author upon reasonable request.
Conflicts of Interest: There is no potential conflict of interest in our paper and all authors have seen
the manuscript and its approved submission to this journal. We confirm that the content of the
manuscript has not been published or submitted for publication elsewhere.
Sustainability 2023, 15, 5162 16 of 16

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