Analysis of consumer psychology of self-service tourists

The answer above seems inappropriate for the question. (1) The concept of self-guided travel

People usually divide group tours according to whether they need to go through travel agencies and other travel intermediaries

Customers and individual travelers. However, with the development of tourism service agencies and the continuous enrichment of tourism intermediary services, the way people arrange their own travel has changed a lot. In the individual travel market, there is a

The group shows unique characteristics that are obviously different from ordinary individual tourists. People call this group's travel behavior as self-guided tourism. Self-guided tourism is a fashionable and challenging way of tourism, which has the following three obvious characteristics in terms of

tour organization methods and tourism purposes.

The first is the autonomy in arranging travel activities, including the determination of travel destinations and itineraries,

the choice of transportation methods and accommodation standards, and the arrangement of tour projects. autonomy.

At the same time, self-guided tourism also has great flexibility. During the journey, you can temporarily adjust or change the itinerary according to personal preferences; secondly, the purpose of travel is mainly leisure, vacation, and entertainment. Mainly for recreational purposes such as fitness, seeking

knowledge, adventure and satisfying personal special hobbies; the third is that there is no full tour leader or tour guide to accompany you during the journey. Take care of all travel activities by yourself, so while tourists

have autonomy, they must also have certain qualities and travel experience.

From the above definition, it can be seen that the two concepts of self-guided tourism and individual travel have a great degree of overlap, with both overlap and obvious differences. From the perspective of travel organization, both design travel routes and arrange corresponding travel activities by themselves, but self-guided travel does not exclude travel agencies, including travel agencies. Bookings (especially transportation and accommodation facilities) are made through intermediaries. However, from the perspective of travel purposes, the general travel purposes of individual travelers cover a wide range of purposes, while self-guided tourism focuses more on pure travel or recreational purposes, excluding official, business and Conference travel and travel activities arranged by the host unit, but leisure and entertainment travel activities arranged by oneself at the business trip destination or on the way should also be regarded as self-guided travel.

(2) Types of self-guided tours

Currently, there are many types of self-guided tours, which can be classified according to transportation mode, travel purpose, travel distance

Classification is carried out according to standards such as consumption level and tourism activity content. This article mainly focuses on the classification according to transportation methods and tourism purposes.

According to the mode of transportation, it can be divided into: self-driving tour, bicycle tour, hiking tour, etc.; According to the purpose of tourism, it can be divided into two categories: self-guided tour for leisure vacation and self-guided tour for professional purpose, while self-guided tour for professional purpose

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Tours also include self-guided tours for learning and seeking knowledge, self-guided tours for extreme adventure, and self-guided tours for special interests (photography, mountain climbing, skiing, golf, etc.).

(3) Characteristics of self-guided tourism

Self-guided tourists pursue autonomy in travel, either to express their individuality or to relax their body and mind; and as a whole

Compared with the tourism market, their travel rate is higher, and tourism has become an indispensable element in their lives; most of them come from economically developed areas, especially large and medium-sized cities, and have a higher level of education< /p>

They show the following characteristics during the travel process:

1. There are obvious differences in the choice of travel destinations between the two types of self-guided tourists. Leisure

self-guided tourists are mostly in family units, or go to resort-type tourist destinations represented by seaside

or to scenic spots (spots) around the city, while for For travel around the city, self-driving travel is a more popular mode of transportation; professional self-guided travelers pursue newly developed or even undeveloped travel destinations, especially The western region is more favored. They tend to avoid heat in their choice of travel destinations and travel time

They either avoid popular tourist destinations or avoid peak peaks

They can visit hot spots during and out of season to appreciate the unusual scenery. In short, crowded scenes are the last thing they want to see. This feature objectively plays a certain role in alleviating the contradiction between supply and demand

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2. Self-guided tourists have a high degree of participation and belong to in-depth tourism. Since they need to arrange everything themselves

Self-guided tourists usually make full preparations before traveling: collect tourism resources of the tourist destination

Local customs and other relevant information, design routes, choose Book transportation, check flight and train status, find corresponding accommodation facilities according to budget conditions, and make ticket reservations. It is necessary for self-driving and self-driving tourists. The preparation of equipment and road condition information is even more essential. This kind of preparation

enables tourists to have a more comprehensive understanding of the tourist destination, not just the

situation of tourist attractions (spots).

During the travel process, the food, accommodation, transportation, travel, shopping and entertainment of self-guided tourists are closer to the lives of local people. They can have more real contact with local residents and feel the local nature and history. , local people

Private technology and economics

customs and social customs, their participation is higher. At the same time, they can also have an in-depth understanding of the destination on a certain aspect or topic according to their own preferences. However, participating in regular tour groups always seems to be far away from the local people. Tourists basically go to designated hotels, designated restaurants, and designated restaurants that are specially designed to receive tourists. Activities between shops, even displays of "folk customs" such as ethnic songs, dances, and wedding customs

are often highly performative and even evolve into disguised charging items, which can easily make tourists confused with Host residents have different opinions about each other, which goes against the purpose of tourism to enhance communication and understanding.

3. Compared with group tours, self-guided tours are smaller in scale and have like-minded travelers, making it easier

to reach an agreement; under the same specifications and standards, the cost is higher than that of group tours. , and reflects a special consumer psychology: on the one hand, they are intoxicated with careful calculation and bargaining, especially basic elements such as accommodation and local transportation, but they are also obsessed with some products with high price elasticity. However, the products show good purchasing power, and they have a special preference for "characteristics", such as special tourism projects, unique handicrafts, local delicacies, etc.

2. The development status of self-guided tourism in my country

(1) The rapid growth of the self-guided tourism market

According to the survey, 94% of families in Beijing do not want to accept group tours

Approximately 70% of white-collar workers in Shanghai hope to "Self-guided travel", of course, "preparing or hoping for self-guided travel" cannot indicate the current market share of self-guided tourism, but it illustrates the rapid development trend of self-guided tourism. In addition, from various "tourism yellow"

In the review and review of "Golden Week", we can also find that the number of self-guided tourists is growing. Especially after SARS, according to an online survey by Ctrip.com, about 74.3% of the respondents after SARS chose more personalized and more random options. The proportion of self-guided tours is much higher than that of group tours.

(2) Short-distance travel accounts for the majority

In the self-guided travel market, family leisure travel accounts for a considerable share, and most of them are trips to surrounding areas

For short-distance travel in the region, weekends and public holidays are the peak times for self-driving short-distance travel. According to a survey of 749 families in Beijing, Shanghai and Guangzhou, respondents who had carried out self-guided travel in the past six months said that the most recent trip Most of the tourism is short-distance travel around the city. Looking at the most recent travel destinations, among the 84 Beijing respondents who have traveled, 12% traveled to Liaoning (Dalian, etc.), and to Hebei (Beidaihe, Qinhuangdao, Shi

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Jiazhuang, etc.) accounted for 27%, those who traveled to Tianjin accounted for 10%, those who traveled to Shanxi (Wutaishan, Datong, Pingyao, etc.) accounted for 7%, and those who traveled to Shandong (Qufu, Jinan, Taishan, etc.) accounted for 8%; among the 81 Shanghai respondents who had traveled, 22% had traveled to Jiangsu (Suzhou, Wuxi, Nanjing, Zhenjiang, etc.).

47% went to Zhejiang (Hangzhou, Ningbo, Shaoxing, Qiandao Lake, etc.), 9% went to Jiangxi and Anhui (Lushan, Jiuhuashan, Huangshan); Among the 69 Guangzhou interviewees, 49% traveled within Guangdong Province, 10% traveled to Guangxi (Guilin, Nanning), and 6% traveled to Hunan.

4% go to Hong Kong/Macau/Taiwan.

(3) Self-driving tourism has the fastest growth rate

Currently, more and more urban residents in my country own private cars, and self-driving travel has become a car-owning category

The family’s preferred way to travel. In addition, the car rental tourism industry has become another way to travel by car.

Take Beijing as an example. There are more than 1 million people with driver's licenses but no cars. There are more than 80 car rental companies in the city.

There are more than 30,000 rental vehicles, and the rental situation is very good on weekends, and it is even more popular during the Golden Week of Tourism

Unprecedented. During the May Day Golden Week in 2002, Zhang Xiqin, executive director of the National Holiday Office and deputy director of the National Tourism Administration, pointed out in an interview with reporters that with the rapid increase of private cars and the boom of self-guided tourism

With rapid development, self-driving travel has become a beautiful scenery in Golden Week tourism. Before the Golden Week, the vehicles of all car rental companies in Beijing have been booked in advance; although car rental prices in Haikou increased by 20% during the festival, they are still in short supply; 9% of the cars in Shenzhen The number of residents traveling by car has increased compared with this year’s Spring Festival Golden Week

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(4) Backpacking tourism is quietly heating up

The popularity of this method is because it is cheap, has great freedom, is novel and exciting, and is more cost-effective than participating in regular group travel

You can get in touch with the real natural and cultural landscapes and completely get rid of the commercial atmosphere of the city. Some tourism projects can also test your ability to survive in the wild. At present,

teenagers and young adults are the mainstay of self-guided tourism, especially long-distance travel. “Reading thousands of books and traveling thousands of miles,

cultivating a spirit of self-reliance and enriching life experience are the key tasks for them during travel. "The goal they pursue", because they often carry large bags for hiking, they are called backpackers or hikers abroad. . There is also a market with great potential, that is, young white-collar workers with small financial burden

and advanced consumption concepts. They are more willing to choose backpacking, a more natural and environmentally friendly way

Get close to nature.