| In the modern society, information technology has been widely used in the field of enterprise management, while the application of data analysis technology has become a focus of attention. Due to historical reasons, most enterprises know little of the traditional statistical analysis skills and data mining techniques and hold many misconceptions about this new technology. which makes it difficult to create "treasure house of data" serving the marketing end. In view of this, this paper argues that, combined with the data mining technology in the information age, conducting exploratory analysis on the operating mode and marketing innovation of travel agencies is of great value.The tourism industry has been developing along with the improving living standard of Chinese people. With the accelerated development of the tourism industry and people’s increasing purchasing power, travel agencies are paying great attention to how to effectively develop their tourism products and broaden their range of business with the help of the existing data. With the marketing theories and data mining theories and technologies as prerequisites, this paper illustrates the categories, methods and application procedures of data mining technology. Moreover, based on the application of data mining technology in marketing, this paper also explores the status quo and difficulties faced by tourism marketing and analyses in detail the application and expected result of data mining technology in the process of decision-making of the marketing strategy in travel agencies.This paper endeavors to bring positive results to the travel agencies" marketing activities by combining theories with practices. The travel agencies can become more competitive with the employment of information technology to realize marketing innovation of the tourism industry. It’s hard for us to judge whether the application of data mining technology is successful because we needs time to test it and learn lessons from possible failure. |
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