Purpose – This study aims to create an idea and a framework to enhance customer stickiness and improve transformation efficiency flow of tourism products from online to offline platforms through the application of personalized recommendation technology. Design/methodology/approach – Studies on an overview of progress in current personalizedrecommendation research, business scenario analysis of online tourism and some possible logical limitations discussion are required for improvement. This study clarifies concepts including online tourism user behavior and generated data, user preference themes and spaces, user models and image and user-product (two-dimensional matrix, etc.). The author then creates a user portrait based on behavior data convergence to locate the user’s role from both horizontal and vertical dimensions and also clear the logical levels and associations among them, verifying the similarity in measurement and calculation and optimizing the implementation of the personalized recommendation program under online tourism business scenarios. Findings – By providing a framework design about personalized recommendations of online tourism including a flow from data collection to a personalized recommendation algorithm selection, logical analysis is established while the corresponding personalization algorithm is improved. Originality/value – This study show a logical shift of personalized recommendations in online tourism management from focusing on the simple collection of travel information and the logical speculation of tourism products to focusing on the individual behavior of potential travelers.