Research Report on Online Travel Users' Insights of Online Travel Platform in China

1. China Online Travel Platform User Insight Research Report

In the era of rich tourism resources and fierce competition in the industry, focusing on the core needs of mainstream consumer groups, grasping the general trend of cultural tourism and marketing integration and attracting tourists quickly and effectively is a marketing hotspot that cultural tourism enterprises and tourist destinations pay close attention to. Cedar Lv Wen advocates user value orientation, deeply understands and studies mainstream tourism consumer groups, and innovatively explores cross-border marketing models. The Dayan Hu Axiang, Dukezong Hu Axiang and Xitang Hu Axiang projects under Cedar Travel Agency are all based on local culture, combining humanistic performances with local customs, adding entertainment experience to the local original ecological life atmosphere, giving cultural tourism new charm and making a different flower shop experience.

2. Analysis of online travel market

Under the impact of the epidemic, the American tourism market in China has declined, and the strict closure and control policies have made tourists feel scared. The tourist attractions are not standardized and the personnel are not professional.

3. Analysis of tourism users

Wu Jiangzhou, School of Tourism, Central South University of Forestry and Technology, revealed in the article "Cost-Benefit Analysis of Annual Ticket Issuers" that the current annual ticket business models of China and the United States can be government-led, enterprise issuance, scenic spot participation and merchants joining. These sixteen words can be summarized. As the management and ownership of many scenic spots in China still belong to the state, the government plays a leading role in the annual tourist tickets as a marketing tool for regional tourist destinations. However, because the government is an administrative agency after all, it can only play a leading role in coordinating contradictions in the annual tourist ticket. It will be more appropriate to entrust the real distribution work to enterprises with certain operating experience. As an outsider, enterprises can use their own professional methods to efficiently operate the issuance of annual travel tickets. This is the advantage of enterprise operation and distribution.

In other words, most of the sales of tourist tickets are allocated every year. As the competent department, it only plays the role of integrating the resources of tourist attractions. Taking Shaanxi as an example, the competent unit of Shaanxi tourism annual ticket is Shaanxi tourism annual ticket issuing office. According to public reports, the annual ticket of Jinxiu Jiangshan National Tourism has been issued for ten consecutive years. The joint authorization of various scenic spots shall be handled by the annual ticket offices established in various places. It is a popular project led by the government, benefiting the country and the people.

However, in fact, people may also benefit from the S-heart project, and the direct annual ticket income is naturally the most intuitive. But remember, the annual ticket also has a cost, that is, as long as the user arrives at the scenic spot and uses the annual ticket for free, the annual ticket hall will pay a certain fee to the scenic spot. Of course, this fee is much lower than the normal price of scenic spot tickets. However, how to settle accounts actually, whether it is a single user or a certain number of users, is unknown.

Then, some people will ask, if this is solved, aren't there fewer and fewer tourist tickets every year?

In fact, if it really counts, the more people go to the same scenic spot, the more the ticket office accounts for the scenic spot every year, and the higher the cost. If all users go to all scenic spots, the annual travel ticket will definitely be a loss.

However, those who have dealt with tourist annual tickets, think carefully. How many times did you actually use the annual ticket you bought in a year? In fact, you don't have to go to more than 800 scenic spots a year. Even if the economy allows, there is not enough time. Not allowed.

For example, 65,438+10,000 people in a province have purchased annual tourist tickets, and the total selling price is 100 yuan per person, so:

20% people go to many scenic spots, and these 20% people lose money. A per capita loss of 2 million is 4 million.

20% people went to several scenic spots, and the expenses of these 20% people were equal. Trade payment balance

There are also 50% people who only went to the scenic spots of 1 or 2, and these 50% people are profitable according to the cost. The per capita expenditure is 502.5 million yuan.

And 10% people don't need new year's goods. S ticket once,

Therefore, although 40% people spend money repeatedly with annual tickets, the cost is at a loss, but the other 60% is actually profitable. Judging from the general ledger, the annual travel ticket is unlikely to lose money.

Therefore, the profit model of tourist annual ticket is obvious:

1. Silent users and inactive users account for most of the annual tourist tickets, and the settlement cost of scenic spots is actually very low.

2. A few popular scenic spots bear the reception volume of most distant and unpopular scenic spots. When the reception volume reaches a certain amount, it is equivalent to enjoying the super-value group purchase price, which indirectly reduces the overall cost.

3. When the user base reaches a certain order of magnitude, the annual tourist ticket may bring huge traffic to the participating scenic spots. If everyone in China has a tourist ticket, it is estimated that every tourist spot will be crowded.

Of course, the above are all my personal analysis and imagination. It should be said that the annual tourist ticket is a project that benefits the people and is also very valuable. Friends who have more detailed data are also welcome to discuss.

But a similar road trip passport, a free passport, is similar to an annual ticket. Otherwise, why did the organizer keep silent when asked about the passport activation rate? Because this is the business rule behind it. Even though he knew, he won. I can't tell you. Just like you have a fitness card for your own community fitness club, some people have never done it once, and it must be a loss. People go every day, and businesses naturally lose money. Merchants are more or less betting on this activation rate.

If the management of big data can be realized, an analysis system of user data can be established with tourist attractions to understand the needs of tourist attractions in a targeted manner. After all, tourist attractions need popularity, tourists need benefits, and both needs are met. I believe that the annual travel ticket will bring greater value and make the user experience better.

Author: I am not a blog (micro-signal: noblog)

4. Case analysis of online travel platform

The so-called missed connection refers to the situation that after the tour group (including individual tourists) arrives at the destination, there is no guide to meet them. There are many reasons for missing the connection, mainly (1) the tour guide is late for work; (2) the tour guide picked up the wrong place; (three) did not carefully read the changed reception plan, do not understand the changes in the old and new schedules; (4) The travel agency failed to inform the tour guide of the change information in time. No matter where the responsibility lies, as a tour guide, when meeting tourists, you should first sincerely apologize to the tourists, patiently explain and eliminate their inner dissatisfaction and misunderstanding. At the same time, do a good job in various services and explanations, gain the understanding and trust of tourists with more enthusiastic and thoughtful services, reduce tourism defects and minimize complaints from tourists.

5. Analysis of online travel platform

Similarities: all of them are national in nature, all of them are engaged in tourism, and they can book and pay online; Difference: Ctrip takes a wide tour, no matter what kind of tour, it also brings its own hotels, yachts and the like; The snail-riding net is deeper and more vertical as a part of rural tourism. It is also a rooted travel website. It can also be said that its nature is a leisure agriculture and rural tourism e-commerce platform, integrating its own offline resources; It is the mode under the online matching line;

6. Go to network analysis

First of all, the payment method is in line with the habits of China tourists. For a long time, customers have been accustomed to face-to-face transactions with merchants, but there are still many concerns about invisible and intangible electronic money. Coupled with the fear of online credit card information being stolen, many travel consumers prefer the traditional payment method, namely cash payment. Therefore, tourism consumers will choose to pay in front of the company or the counter, or even pay at the same time of consumption. In addition, due to the absence of industry supervision, some improper business practices, such as out-of-scope operation and false tourism prices, have occurred from time to time, which has caused great negative effects and further strengthened tourists' belief in maintaining traditional consumption habits. Therefore, high payment security is still the advantage of traditional industrial value chain.

Second, the traditional personnel service mode is more flexible and humanized. In the traditional tourism value chain, tourism agents can make use of face-to-face contact with consumers to provide more humanized services for tourists. For example, travel agents also act as agents for a number of package tours and individual tour products, which is convenient for tourists to choose a combination; Use your professional knowledge and experience to help consumers know their specific needs, and help tourists analyze and choose products reasonably according to their opinions, needs and affordability; Provide personalized and professional reception and tour guide services for tourists. For large institutional customers, face-to-face communication is especially needed.

7. Comparative analysis of online travel platform websites

There are many domestic tourism platforms. Tell me what I know and often use it! The biggest is Ctrip, which can be said to be the boss of the tourism platform! Then there are: Tuniu Tour, Tongcheng Tour, Donkey Mother Tour, Where to Go, Flying Pig Tour, Horse Honeycomb Tour! Outdoor travel platforms are: Ranger and Fun Travel Network!

1. Ctrip (headquartered in Shanghai): used to book air tickets and train tickets, and occasionally visit tourist routes.

2. Tongcheng Tourism (Suzhou Headquarters): Tongcheng Tourism was composed of 1 yuan scenic spot tickets a few years ago, so I bought more scenic spot tickets with Tongcheng Tourism, and the price was sometimes superior to other platforms! Occasionally, the surrounding tour groups will choose the same itinerary. Some happy buses, like Cheng, organize themselves and don't cooperate with suppliers! Good cost performance!

3. Ma Honeycomb Tourism: I usually watch some travel guides in Ma Honeycomb, which are recommended by many local attractions. The travel notes written by many travel enthusiasts feel very good, and friends who like to travel freely can refer to them!

4. Tuniu, Mama Donkey and Flying Pig are rarely used by individuals, so I don't comment here.

5. Ranger and Fun Travel Network mainly do themes and outdoor routes. If you want to sign up for a photography group and go hiking outdoors, you can choose to hike!

6. Where are you going? We don't have our own products, but they are all products of other travel companies. You can book air tickets, hotels and other items as a price comparison tool.

8. Online travel data analysis

Key one: enhance the hard power of core tourism (enhance hard power)

Tourism hard power refers to the visible and tangible tourism resources, which we usually call unique and competitive tourist attractions. Policymakers believe that if these tourist attractions or resources can only attract local people to visit, but foreigners can, they will not be very interested. It can't be called tourism hard power. In other words, the hard power of tourism must have characteristics, selling points and value, and it is best to be a unique tourism resource that can attract tourists.

Tourism operators must know whether each scenic spot can attract tourists, which requires more content and connotation of scenic spots to continuously enhance their attraction. Then, enhancing the hard strength of core tourism in this region has become the focus of our work. The promotion of general hard power can be achieved by excavating and transforming existing resources, expanding and adding new scenic spots. However, the hard tourism strength of a scenic spot can not be achieved by a transformation. It is necessary to make a long-term plan at one time and carry out many renovations and expansions. First, transform the original scenic spots to make them more visible and distinctive. In this way, the scenic spot can start tourism projects without spending too much money. Sometimes, some scenic spots or scenic spots with rich cultural heritage are destroyed. As long as we protect, plan, maintain, transform and build them well, they will become powerful tourism resources. Second, focus on scenic spots, increase unique scenic spots, enrich the hard power of scenic spots, and thus continuously increase their sightseeing value. Don, I think the tourism industry is not without repeat customers. In order to attract more new and old tourists to the scenic spot, it is necessary to carry out the second and third phases of construction and inject innovative elements to make tourists willing to come to the scenic spot for the second and third time.

Key: Constantly optimize the soft power of tourism (optimize soft power)

Tourism soft power is an intangible resource in the process of tourism. It includes the cultural connotation of tourist attractions, tourist services and tourist routes. Tourism soft power is the soul of tourism development and an indispensable part of tourism.

First, the cultural connotation of soft power. As we all know, Paris is the city of romance, Florence is the capital of art, and Prague is the capital of fairy tales, all of which are important manifestations of soft power. Soft power is the business card of a tourist city. Through this business card, we can understand the intangible features of this city, thus attracting tourists to visit these scenic spots. The lack of soft power in tourist attractions is like walking dead, and even the best figure will have no connotation.

Second, the soft power of tourism services. With high-quality tourism services, there will be more tourists' support and trust, which is closely related to the management of scenic spots. I have to mention the city of Hong Kong here. Many tourists know that Hong Kong has a quality travel agency plan, which can help them easily identify trustworthy retailers, restaurants, affordable accommodation services and hair salons. Compared with Hong Kong's quality tourism service plan, many consumers not only feel at ease when traveling, shopping and spending in Hong Kong, but also prefer to travel to this city.

Third, the setting of tourist routes is also very important. The characteristics of each type of passenger are different. In the process of traveling, long-distance passengers and short-distance passengers are very different. Scenic spots need to make differentiated tourist routes according to the characteristics of tourists to meet the needs of different tourists.

Promoting the development of soft power is the need to enhance tourism competitiveness, realize harmonious tourism and enrich the connotation of tourism culture, and it is also an important content of external publicity, which has a far-reaching impact on the development of tourism in cities or scenic spots.

However, we can't abandon soft power and only talk about hard power; Or it is wrong to talk about soft power without hard power. This is because hard power is like a human body and soft power is like a human soul. In other words, hard power is the tangible carrier of scenic spots, and soft power is the soul of scenic spot development. The two promote each other, complement each other and are indispensable. For example, the business philosophy of Hangzhou Song Cheng Scenic Area is that architecture is form and culture is soul. It is based on Song Wenhua (soft power). Entering Song Cheng (hard power) is like visiting the Song Dynasty, so that visitors can read the story of the Song Dynasty: Miss Wang threw an embroidered ball to recruit a son-in-law, shadow play, blacksmith's shop and so on (soft power). In particular, the large-scale song and dance performance Legend of Song Dynasty (hard power) performed vivid, gorgeous and touching souls (soft power) such as the story of prehistoric civilization (soft power), the difficulty of Jingkang, the legend of the white snake, Xu Xian and Liang Zhu through lighting, projection, water curtain, real scene and smoke. The perfect combination of soft power and hard power.

Key: Integrating resources to promote communication (integration and promotion)

The integration and dissemination of resources is to publicize scenic spots. Excellent tourism resources can be integrated, popularized and disseminated. It's hard to find a way out in this deep alley of good wine.

Why does the promotion of scenic spots need to integrate resources? How can we integrate resources to promote communication? If you only promote the scenic spots in some way, the effect will be very limited. First of all, time constraints make promotion and dissemination unsustainable; Second, the limitations of the media have narrowed the audience. The integration of resource promotion and communication needs the following points: first, systematic planning should be done before publicity, so that publicity and promotion can be coherent, persistent and planned, and appropriate publicity effects can be formed, so that passengers can easily accept relevant information; Secondly, the selected media should be diversified and systematically selected according to the characteristics of the target population; Third, the forms of publicity should also be diversified. In addition to the traditional propaganda methods, more creative and interactive propaganda can be added. Holding special events to attract tourists from all over the world is also a good publicity method.

9. Tourism website data analysis

First, the high-end quality tour for the public.

At present, China is forming a new development pattern with domestic large circulation as the main body and domestic and international dual circulation promoting each other. Mass tourism based on national consumption will still occupy the main part in the future, and well-off tourism will rise rapidly, and both will be unified in high-quality tourism.

It can be seen that people have new expectations for a better life, from whether it is good or not. This expands the development space of cultural tourism and puts forward new requirements for high-quality development, namely, product diversification, consumption scene, industry digitalization, service quality and order standardization. Therefore, under the new situation, tourism enterprises should serve the overall situation of the country, strengthen cultural guidance, strengthen the application of advanced technology, consolidate and strengthen the foundation of the real economy, meet the needs of the American people for a better life, and strive to develop high-quality tourism.

Second, red tourism ushered in a climax.

According to the statistics of the Ministry of Culture and Tourism, in 2020, the number of red tourists in China will exceed 654.38 billion. During the "Thirteenth Five-Year Plan" period, the number of red tourists maintained steady growth, and the market share in the domestic tourism market remained above 1 1%. The scale and popularity of red tourism are rising. 202 1 coincides with the anniversary of the founding of the party 100, and red tourism is bound to usher in a new round of climax.

In fact, in the past two years, many red tourist attractions have been deeply developed. Through the integration of innovation and characteristic development, the revolutionary history is restored by means of sound, animation, digital interaction and other scientific and technological means, so that red tourism changes from static to dynamic, red tourism products are exported to leisure tourists in one direction, and bystanders become participants. At the same time, the concept of "0755" is deeply rooted in people's hearts. Tourists become younger and more family-oriented.

Third, rural tourism continues to heat up.

At the recent Central Rural Work Conference, Xi Jinping emphasized that after winning the tough battle against poverty, it is necessary to comprehensively promote rural revitalization, which is a historic shift in the focus of the work concerning agriculture, rural areas and farmers. In the post-epidemic era, villages with beautiful scenery and ecology are more attractive than ever. Yan 'an An Yan 'an predicts that by 2025, leisure agriculture and rural tourism in China will receive more than 4 billion tourists annually, and their business income will exceed 1.2 trillion yuan.

Rural tourism is welcoming the best period of development opportunities in history. From the macro policy point of view, the comprehensive promotion of rural revitalization strategy means that a large amount of policy funds will be invested in rural areas, rural infrastructure and public facilities will be improved, and the rural tourism industry environment will be improved rapidly and generally. From the perspective of consumer groups, China's urbanization rate has exceeded 60%, the base of urban residents has expanded rapidly, and the potential demand for rural tourism has continued to grow. Under the guidance of national policies, rural tourism has continuously provided various services such as natural sightseeing, parent-child companionship, health care and so on. , improve the quality of rural accommodation, develop rural food, night tours, thematic research and other products.

Fourth, the nearby scenery is eye-catching.

Affected by the epidemic, many people still have concerns about long-distance travel. In addition, most primary and secondary schools still restrict students from traveling during the long vacation, which makes many families unable to travel far. It has become a new trend that people have time to dig deep into Zhou Bianyou and local short trips and rediscover the beauty around and at home.

With the continuous development of leisure tourism in recent years, the Zhou Bianyou model has gained enough market recognition and admiration. With the improvement of software and hardware facilities and services brought by the rapid growth of demand in recent years, this model has been able to meet the needs of more consumers. The deepening of local tourism will enable local residents to better experience the place where they were born and raised, and improve their happiness index. Take a short trip last week.

Especially when tourists who have traveled all over the world and have travel experience return to China, they are more looking forward to discovering destinations that have never appeared in the mainstream vision. These small groups can just inspire this group of tourists and become an epidemic after everyone realizes freedom of travel.

Sixth, experiential products are highly sought after.

Under the epidemic situation, safe travel has become an important factor for tourists to consider. A family group, a small group of three or five friends, or even a small group tour of two people, because it is safer, more private and more free, has gradually become a new trend in the tourism market. According to Ctrip's data, the proportion of private group selection in the total number of groups in the new year has increased from 10% last year to 30%, and more and more people are willing to pay for safe travel.

At the same time, tourists have higher requirements for the new gameplay and depth of the destination, and are no longer satisfied with punching cards and squandering water. Therefore, more personalized and personalized experience tourism products such as customized tours and in-depth tours will be recognized and sought after. Compared with the traditional group tour, tourists who choose this kind of products can choose their own time, route, content, travel mode, travel partner, travel service mode, service provider and payment mode. It presents the characteristics of theme, niche, depth, randomization, fragmentation and adjustable consumption.

Seven. Smart travel fancy upgrade

Scientific and technological innovations represented by the Internet, big data and artificial intelligence make tourist destinations move from offline to the cloud; Cloud tourism and online celebrities bringing goods have become the new blue ocean for cultural tourism enterprises. The integration of interactive, immersive and three-dimensional digital technology with traditional culture and contemporary art has greatly enriched the tourism product system; Contact-free service and one-machine tour platform mode are accelerating the construction of smart scenic spots.

In the new year, technology is constantly empowering tourism in various forms and contents, bringing more refreshing experiences to tourists. With more and more mature technology applications, we have reason to expect that the tourism industry will become more and more intelligent, smart tourism will become the main force in the future tourism market, and more wisdom will be integrated into the traditional tourism industry.

Eight, quickly make an appointment to travel.

In the past, people used to visit scenic spots on the spot, but under the normal background of epidemic prevention and control, the scenic spot ticket reservation system has become a new trend of civilized travel. Recently, relevant national documents emphasized that all state-owned tourist attractions should provide online booking service before the end of 20021. It can be predicted that the era of travel booking in China is coming quickly.

In fact, the travel reservation system is quite mature abroad, and the epidemic only catalyzes this process at home. For scenic spots and tourists, the normalized reservation system is win-win: while protecting cultural relics and natural resources in scenic spots, tourists can get a safer and more dignified tour experience and better spiritual enjoyment. In 20021year, the competition between tangible scenic spots and intangible booking channels will be further intensified, which will drive public cultural facilities such as museums and art galleries to realize online booking services simultaneously, and booking tourism will become a new form of tourism consumption.

Nine, comprehensive marketing into a magic weapon for drainage

In 2020, Ding Zhen's lovely wild child became popular from the live broadcast of Ctrip's boss. From Zhanjiang cultural tourism in the National Rural Industry Development Plan to variety marketing such as Hidden Corner and New Palace, the cultural tourism industry has shown its talents. With the help of live broadcast, short video, film and television variety and other marketing carriers, cross-border integration with cultural media has achieved very considerable tourism marketing effects.