Online Travel User Survey China Online Travel Platform User Insights Research Report

1. China Online Travel Platform User Insights Research Report

In an era of abundant tourism resource supply and fierce industry competition, focus on the core needs of mainstream consumer groups and grasp the integration of cultural tourism and marketing The general trend of attracting tourists quickly and effectively is a marketing hotspot that cultural tourism companies and tourist destinations pay close attention to. Cedar Luwen advocates user value orientation, has in-depth insight into and research on mainstream tourism consumer groups, and innovatively explores cross-border marketing models. Dayan Flower Lane, Dukezong Flower Lane, and Xitang Flower Lane projects under Cedar Culture and Tourism are all based on local culture, combining humanistic performances with local customs and sentiments, adding entertainment experience to the local original ecological living atmosphere. , giving new charm to cultural tourism and creating a different Hualian experience.

2. Online tourism market analysis

Under the impact of the epidemic, the Chinese and American tourism markets have declined, and strict closure and control policies have frightened tourists. The tourist attractions are not standardized and the staff are unprofessional.

3. Tourism user analysis

Wu Jiangzhou, School of Tourism, Central South University of Forestry and Technology, revealed in the article "Cost-Benefit Analysis of Travel Annual Pass Issuers": At present, China and the United States have The ticket business model can be government-led, enterprise-issued, scenic spot participation, or merchant franchise. These sixteen words can sum it up. Since the management and ownership of many scenic spots in China still belong to the state, the government plays a leading role in annual travel passes as a marketing tool for regional tourist destinations. However, since the government is an administrative agency after all, it can only play a leading role in coordinating conflicts with the annual travel pass. It would be more appropriate to entrust the actual distribution work to companies with certain operational experience. As outsiders, companies can use their own professional methods to efficiently operate the issuance of annual travel passes. This is the advantage of business operations and distribution.

In other words, most of the sales of tourist tickets every year are distributed. As the competent department, it only plays the role of integrating tourist attraction resources. Taking Shaanxi as an example, the competent unit of Shaanxi Tourism Annual Pass is the Shaanxi Tourism Annual Pass Issuance Office. Public reports show that Splendid Jiangshan National Tourism Annual Pass has been issued for ten consecutive years. The joint authorization of each scenic spot is handled by the annual pass office established in each place. It is a public support project led by the government and benefits the country and the people.

However, in fact, people may also be concerned that the project must be profitable, and direct annual ticket income is naturally the most intuitive. But remember, the annual pass also has a cost, that is, as long as the user arrives at the scenic spot and uses the annual pass for free, the annual pass office will have to pay a certain fee to the tourist attraction. Of course, this fee is much lower than the normal price of scenic spot tickets. But how the settlement is actually carried out, whether it is settled by a single user or by a certain number of users, is unknown.

So, some people may ask, if this is reconciled, wouldn’t there be fewer and fewer tourist tickets every year?

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

However, those who have dealt with annual travel passes should think carefully. How many times a year do you actually use the annual pass you purchased? In fact, you can visit more than 800 attractions in a year, even if the economy allows, there is not enough time. Not allowed.

For example, 100,000 people in a province purchased annual travel passes. Calculated at a unit price of 100 yuan per person, the total sales price is 10 million yuan, then:

20% People go to many scenic spots, and these 20% of people are losing money. The per capita loss of 200 is 4 million.

20% of people went to several attractions, and the expenses for these 20% were equal. break even.

There are also 50% of people who only went to 1 or 2 attractions. These 50% of people are profitable in terms of cost. The per capita expenditure is 502.5 million yuan.

Another 10% of people do not use the New Year. s ticket once,

So, although 40% of people use annual passes to spend money repeatedly and lose money, the other 60% actually make a profit. Judging from the general ledger, it is unlikely that annual travel passes will result in losses.

Therefore, the profit model of annual travel tickets is obvious:

1. Silent users and inactive users account for the majority of annual travel tickets, and the settlement costs of scenic spots are actually very low.

2. A few popular scenic spots bear most of the reception volume of distant and unpopular scenic spots. When the number of receptions 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, annual travel passes may bring huge traffic to participating scenic spots. If everyone in China had an annual travel pass, every tourist spot would be crowded.

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

However, similar road trip passports and independent travel passports are similar to annual passes. Why else would the organizers remain tight-lipped when asked about passport activation rates? Because this is the business rule behind it. Even if he knows, he will win and I can't tell you. Just like if you apply for a fitness card for your own community fitness club, some people will not do it even once, so they must lose money. People go there every day, and businesses naturally lose money.

Merchants are more or less betting on this activation rate.

If big data management can be achieved, a user data analysis system can be established together with tourist attractions to understand the needs of tourist attractions in a targeted manner. After all, tourist attractions need popularity and tourists need affordability. Both needs are met. I believe that the annual travel pass will bring greater value and provide a better user experience.

Original author: I am not a blogger (WeChat ID: noblog)

4. Online travel platform case analysis

The so-called missed connection refers to tour groups (including Individual travelers) may not have a tour guide to greet them after arriving at their destination. There are many reasons for missed pick-ups, mainly including (1) the tour guide was late for work; (2) the tour guide picked up at the wrong place; (3) the tour guide did not carefully read the changed reception plan and did not understand the changes in the old and new timetables; (4) the travel agency did not promptly report the pick-up Inform the tour guide, etc. of the change information. No matter where the responsibility for the missed connection lies, as a tour guide, when encountering tourists, you should first sincerely apologize to tourists, explain patiently, and eliminate the dissatisfaction and misunderstandings in the tourists' hearts. At the same time, it is necessary to do a good job in various services and explanations, gain the understanding and trust of tourists with more warm and thoughtful services, reduce tourism defects and minimize tourists' complaints.

5. Analysis of online travel platforms

Similarities: both are national in nature, both engage in tourism, and can be booked and paid online; differences: Ctrip uses Guangyou, No matter what kind of tour it is, it also has its own hotels, yachts, etc.; while riding a snail net is deeper, it is a part of rural tourism in tourism, and it is more vertical. At the same time, it is also a travel website with roots. It can also be said that its nature is an e-commerce platform for leisure agriculture and rural tourism, integrating its own offline resources; it is a model of online matching offline;

6. Tourism website analysis

First of all, the payment method is in line with the habits of Chinese tourists. For a long time, customers have been accustomed to face-to-face transactions with merchants, but they still have many concerns about invisible and intangible electronic currencies. Coupled with the amplified fear of credit card information being stolen online, many travel consumers prefer traditional payment methods, namely cash payments. Therefore, travel consumers will choose to pay in front of the company or counter, or even pay while consuming. In addition, due to the lack of industry supervision, improper business practices such as operating beyond the scope of some travel websites and making false travel prices have occurred from time to time, which has caused a huge negative impact and further strengthened tourists' belief in maintaining traditional consumption habits. Therefore, high payment security is still the advantage of the traditional industrial value chain.

Second, the traditional personnel service method is more flexible and humane. In the traditional value chain of the tourism industry, travel intermediaries can take advantage of face-to-face contact with consumers to provide tourists with more humane services. For example, a travel intermediary acts as an agent for multiple package tours and individual travel products at the same time, making it easier for tourists to choose combinations; use your professional knowledge and experience to help consumers identify their specific needs, and provide selection opinions based on tourists' needs and affordability. This helps tourists analyze and select products rationally; and provides tourists with personalized and professional reception and tour guide services. For large institutional clients, face-to-face communication is especially needed.

7. Comparative analysis of online travel platform websites

There are many domestic travel platforms. Let me tell you what I know and use often! The biggest one is Ctrip, which can be said to be the boss of travel platforms! Then there are: Tuniu Tour, Tongcheng Tour, Lvmama Tour, Qunar, Fliggy Tour, Mafengwo Tour! Outdoor travel platforms include: Youxia and Qulv.com!

1. Ctrip (headquartered in Shanghai): Used to book air tickets and train tickets, and occasionally check out tourist routes.

2. Tongcheng Travel (Headquarters in Suzhou): Tongcheng Travel consisted of 1 yuan scenic spot tickets a few years ago, so I bought more scenic spot tickets with Tongcheng Travel, and the price was sometimes higher than others. The platform is superior! Occasionally, surrounding tour groups will choose the same itinerary. Some peripheral tours, such as Cheng Happy Bus, organize themselves and do not cooperate with suppliers! The price/performance ratio is relatively good!

3. Mafengwo Tourism: I usually read some travel guides in Mafengwo, and many local attractions are recommended. Many travel enthusiasts on Mafengwo have written very good travel notes. Friends who like to travel independently can refer to them!

4. Tuniu, Lvmama, and Feizhu are rarely used by individuals and will not be evaluated here.

5. Youxia and Qulv.com mainly provide themes and outdoor routes. If you want to sign up for a photography group and go hiking outdoors, you can choose hiking!

6. Where do you go? We don’t have our own products, but they are the products of other travel companies. You can book individual products such as air tickets and hotels as a price comparison tool.

8. Online tourism data analysis

Key One: Improve core tourism hard power (enhance hard power)

Tourism hard power refers to what is visible and tangible The unique tourism resources we usually call unique and competitive tourist attractions. Policymakers believe that if these tourist attractions or resources can only attract locals to visit, but not outsiders, they will not have much interest. It cannot be called tourism hard power. In other words, tourism hard power must have characteristics, selling points, value, and preferably unique tourism resources that can attract tourists.

Tourism operators must know whether each attraction can attract tourists, which requires the attractions in the attractions to have more content and connotation to continuously enhance their attractiveness. Then, improving the core tourism hard power of this region has become the focus of our work.

Generally, hard power can be improved by tapping and transforming existing resources, expanding and adding new attractions. However, the hard power of tourism in a scenic spot cannot be achieved in one reconstruction. It is necessary to make long-term planning at once and carry out multiple renovations and expansions. The first is to transform the original scenic spots to make them more visible and distinctive. In this way, scenic spots can start tourism projects without spending too much money. Sometimes, some scenic spots or scenic spots with strong cultural heritage are destroyed. As long as we protect, plan, maintain, transform and build them well, they can become strong tourism resources. Second, expand around the scenic spot, add unique scenic spot projects, and enrich the hard power of the scenic spot, thereby continuously increasing its tourist value. Don't think the tourism industry doesn't have repeat customers. In order to attract more new and old tourists to the scenic spot, the second and third phases of construction must be carried out and innovative elements should be injected to make tourists willing to come to the scenic spot for the second and third time.

Key: Continuously optimize tourism soft power (optimize soft power)

Tourism soft power is an intangible resource in the tourism process. It includes three aspects: 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 a romantic city, Florence is the capital of art, and Prague is the capital of fairy tales. These are all important manifestations of soft power. Soft power is the business card of a tourist city. Through this business card, we understand the intangible characteristics of the city that attract tourists to visit these attractions. The lack of soft power in tourist attractions is like the walking dead. No matter how good the figure is, it will have no connotation.

Second, the soft power of tourism services. With high-quality tourism services, there will be more support and trust from tourists, which is closely related to the management of scenic spots. I have to mention the city of Hong Kong here. Many visitors are aware that Hong Kong has a Quality Travel Agency program that helps visitors easily identify trustworthy retailers, restaurants, affordable accommodation services and hair salons. With Hong Kong's high-quality tourism service plan, many consumers are not only reassured when traveling, shopping, and consuming in Hong Kong, but are also more willing 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, there is a huge difference between long-distance travelers and short-distance travelers. Attractions need to develop differentiated tourist routes based on the characteristics of tourists to meet the needs of different tourists.

Enhancing the development of soft power is a need to enhance tourism competitiveness, achieve harmonious tourism, and enrich the connotation of tourism culture. It is also an important part of external publicity and has a profound impact on the development of tourism in cities or scenic spots.

However, we can abandon soft power and only talk about hard power; or we can abandon hard power and only talk about soft power. These approaches are wrong. This is because hard power is like the human body and soft power is like the human soul. In other words, hard power is the tangible carrier of the scenic spot, and soft power is the soul of the development of the scenic spot. The two promote each other, complement each other, and are indispensable. For example, the business philosophy of Hangzhou Songcheng Scenic Area is that architecture is the appearance and culture is the soul. It is based on Song Wenhua (soft power). Entering Song City (hard power) is like visiting the Song Dynasty, allowing tourists to read the stories of the Song Dynasty: Wang Yuan’s wife throwing hydrangeas to recruit sons-in-law, shadow puppets, blacksmith shops, etc. (soft power) strength). In particular, the large-scale song and dance performance "Songcheng Eternal Love" (hard power) uses lights, projections, water curtains, real scenes, smoke and other means (hard power) to perform stories of prehistoric civilization (soft power), the Jingkang Dilemma, and the White Snake. Chuan, Xu Xian, Butterfly Lovers, etc. are vivid, gorgeous, and touching the soul (soft power). The perfect combination of soft power and hard power.

Key: Integrate resources to promote communication (integrated promotion)

Integrated communication of resources is to promote the scenic spots well. Excellent tourism resources can be integrated, promoted and disseminated. In this place where good wine is afraid of deep alleys, it is difficult to find a way out.

Why does the promotion of attractions need to integrate resources? How can resources be integrated to promote communication? If you just promote the attraction in a certain way, the effect will be very limited. First, time constraints make promotion and communication unsustainable; second, media limitations narrow the audience scope. The integration of resource promotion and dissemination requires the following points: First, systematic planning must be done before publicity, so that publicity and promotion are coherent, sustainable and planned, and form appropriate publicity effects so that passengers can easily accept relevant information; Secondly, the media selected must be diversified, and the media should be selected systematically according to the characteristics of the target group; thirdly, the forms of publicity must also be diversified. In addition to traditional publicity methods, more creative and interactive publicity can be added. Hosting special events to attract visitors from around the world is also a great way to promote your business.

9. Tourism website data analysis

1. High-end quality tourism for the public

Currently, our country is forming a major domestic circulation, domestic and international dual A new development pattern in which circulation promotes each other. Mass tourism based on national consumption will still occupy the main part in the future, while well-off tourism is rising rapidly, and both will be unified in high-quality tourism.

It can be seen that people have new expectations for a better life, and have entered a transition from whether there is one to whether it is good or bad. This expands the development space of cultural tourism and puts forward new requirements for high-quality development, namely product diversification, consumption scenarios, industry digitization, service quality, and order standardization.

Therefore, under the new situation, tourism enterprises must serve the overall interests 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 focus on the development of high-quality tourism.

Second, red tourism is reaching its climax.

According to statistics from the Ministry of Culture, Tourism and Culture, the number of red tourists in China exceeded 100 million in 2020. Throughout the 13th Five-Year Plan period, the number of red tourists has maintained steady growth, maintaining a market share of more than 11% in the domestic tourism market. Red tourism continues to grow in scale and popularity. 2021 coincides with the 100th anniversary of the founding of the Party, and red tourism will surely usher in a new round of climax.

In fact, many red tourist attractions have been deeply developed in the past two years. Through the road of integration, innovation and characteristic development, the use of sound, animation, digital interaction and other scientific and technological means to restore the revolutionary history has turned red tourism from static to dynamic, and red tourism products have changed from one-way output to entertainment. Tourists have changed from bystanders to participants. At the same time, the concept of red tourism created by 0755 has been deeply rooted in the hearts of the people. The tourist group is becoming younger and younger and more and more family-oriented.

Third, rural tourism continues to heat up.

At the recent Central Rural Work Conference, Xi Jinping emphasized that after the victory in poverty alleviation, rural revitalization must be comprehensively promoted. This is a historic shift in the focus of the "agriculture, rural areas and farmers" work. In the post-epidemic era, villages with beautiful mountains and rivers and beautiful ecology are more attractive than ever. "Yan'an Yan'an" predicts that by 2025, my country's leisure agriculture and rural tourism will receive more than 4 billion tourists annually, and the operating income will exceed 1.2 trillion yuan.

Rural tourism is ushering in the best period of development opportunities in history. From a macro policy perspective, the comprehensive advancement of the rural revitalization strategy means that a large amount of policy funds will be invested in rural areas to improve rural infrastructure and public facilities, and the rural tourism industry environment will be rapidly and generally improved. From the perspective of consumer groups, my country's urbanization rate has exceeded 60%, the urban resident base has rapidly expanded, and the potential demand for rural tourism continues to grow. Under the guidance of national policies, rural tourism continues to launch various service projects such as nature tours, parent-child companionship, and health care, improve the quality of rural accommodation, and develop products such as rural food, night tours, and theme studies.

Fourth, the nearby scenery is striking.

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 long vacations, resulting in many families being unable to travel far. This leaves people with time to dig deeper into surrounding tours and local excursions, and rediscover the beauty of their surroundings and home has become a new trend.

With the continuous development of leisure tourism in recent years, the peripheral travel model has gained sufficient market recognition and praise. With the improvement of software and hardware facilities and services brought about by rapid growth in demand over the past few years, this model has been able to meet the needs of more consumers. The deepening of local tourism will allow local residents to better experience the place where they were born and grew up, improving their happiness index. Short-distance travel for weeks

Especially when tourists who have traveled around the world and have travel experience return to the country to travel, they are even more looking forward to discovering destinations that have never appeared in the mainstream. These small groups can bring inspiration to this group of tourists and help everyone realize the freedom to travel after the epidemic.

Sixth, experiential products are very popular.

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 has gradually become a new trend in the tourism market because it is safer, more private, and more free. Ctrip data shows that the proportion of private group selections in the New Year to the total number of group tours has increased from 10% last year to 30% on the s, and more and more people are willing to pay to travel safely.

At the same time, tourists have higher requirements for new ways of playing and in-depth play in destinations, and are no longer satisfied with just checking in and skimping. Therefore, more personalized and private experiential tourism products such as customized tours and in-depth tours will surely be recognized and sought after. Compared with traditional group tours, tourists who choose this type of product can completely choose their own time, route, content, travel method, travel partner, travel service method, service provider and payment method. It shows the characteristics of theme, niche, depth, randomization, fragmentation and adjustable consumption.

Seven. Smart tourism upgrades

Technological innovation represented by the Internet, big data, and artificial intelligence has allowed tourist destinations to move from offline to cloud; cloud tourism and online celebrity sales have become a new blue ocean for Cultural and tourism enterprises. The integration of interactive, immersive, three-dimensional digital technology with traditional culture and contemporary art has greatly enriched the tourism product system; contact-free services and the one-machine travel platform model are accelerating the construction of smart scenic spots.

In the new year, technology is continuing to empower the tourism industry in various forms and content, bringing more refreshing experiences to tourists. As more and more technological applications mature, we have reason to expect that the tourism industry will become increasingly intelligent, and smart tourism will become the main force in the future tourism market, integrating more wisdom into the traditional tourism industry.

8. Make travel reservations quickly.

In the past, people were used to impromptu visits to scenic spots, but under the normal background of epidemic prevention and control, scenic spot ticket reservation systems have become a new trend in civilized travel.

Recently, relevant national documents emphasized that all state-owned tourist attractions must provide online booking services before the end of 2021. It is foreseeable that the era of travel booking in China is rapidly approaching.

In fact, the travel reservation system is already quite mature abroad, and the epidemic has only catalyzed this process in China. For scenic spots and tourists, the normalized reservation system is a win-win situation: while protecting cultural relics and natural resources in scenic spots, tourists can have a safer, more dignified tour experience and better spiritual enjoyment. In 2021, competition between visible scenic spot gates and invisible booking channels will further intensify, which will drive public cultural facilities such as museums and art galleries to simultaneously implement online booking services, and booking travel will become a new form of tourism for people. Consumption.

9. Comprehensive marketing becomes a magic weapon for attracting traffic

In 2020, Ding Zhen’s cute wild boy became popular from the live broadcast of Ctrip’s boss. From the "National Rural Industry Development Plan" Zhanjiang Cultural Tourism's popularity to the marketing of variety shows such as "The Hidden Corner" and "New Forbidden City", the cultural tourism industry has shown its talents. With the help of marketing carriers such as live broadcasts, short videos, film and television variety shows, and cross-border integration with cultural media, very impressive tourism marketing results have been achieved.