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MTS suggested using BigData for tourism development
At the tourism forum "Far East - Winter of Discoveries", MTS presented a development that, based on artificial intelligence and BigData, is able to accurately identify potential tourists. Both individual tourist centers and entire regions will be able to use the innovation.
According to the press service of MTS, directly at the forum, the company conducted geoanalytics of tourist traffic in the Amur Region and Kamchatka, and also signed an agreement with the Tourist Information Center of the Primorsky Territory.
Artificial intelligence helps to better understand the expectations of tourists using anonymized subscriber data. According to Andrey Zimenkov, Commercial Director of the MTS Business Market, Kamchatka, for example, has the largest snowmobile community in Russia, but few people in Russia know about it. Therefore, in order to more accurately target advertising, using big data, you can sift through the subscriber base, understand how they live and reach them with the help of marketing. At the same time, the depth of segmentation includes more than 200 criteria, and more than 5 metrics and behavioral characteristics for each subscriber.
With the help of BigData, MTS compiled a portrait of the average tourist who visited Kamchatka in 2019 and 2020. This is a traveler between the ages of 18 and 55, and more often men under 34 come to the region. Residents of China, USA, Germany, South Korea and the Netherlands come from abroad. Among Russians, Kamchatka is more popular with residents of Vladivostok, Khabarovsk, residents of Buryatia, Altai and Krasnodar territories. In total, 2020 thousand people arrived in the region in 196.
Also, using the data, you can determine the most popular places among travelers. In Kamchatka, these are the Seaport, the Ozerki recreation center, volcanoes, a complex of attractions in the central square of Petropavlovsk-Kamchatsky and Khalaktyrsky beach. Such knowledge makes it possible to develop the infrastructure really where it is necessary, so that individual tourists can easily organize their own vacation.
As the Governor of the Kamchatka Territory Vladimir Solodov noted, the approaches to the development of tourism and the assessment of this process should really be changed. After the pandemic, ecological, rural and medical tourism is trending, most often in small groups. This means that tourism should be for people and for people, that is, a more individual approach is needed.