An analysis of the consumption psychology of self-help tourists

The answer upstairs seems inappropriate to ask questions. (1) The concept of self-help tourism.

People usually classify group travel according to whether it is necessary to go through travel agencies and other travel agencies.

Guests and individual travelers. However, with the development of tourism service agencies and tourism intermediary services.

With money, the way people arrange their own travel has changed a lot, and there is also a personal market.

The group shows the characteristics of * * * which are obviously different from those of ordinary individual travelers, and people regard the tour of the group as.

The behavior is called self-help tour. Self-help tourism is a fashionable and challenging way of traveling.

From the perspective of tourism organization and tourism purpose, there are three obvious characteristics.

The first is the autonomy of tourism activities, including determining the destination and itinerary.

Have personal autonomy in the choice of transportation mode, accommodation standards and the arrangement of sightseeing projects.

At the same time, self-help travel also has great flexibility, and it can be decided temporarily according to personal preferences during the travel process.

Adjust or change the itinerary; Secondly, the main purpose of tourism is leisure, vacation, entertainment, fitness and seeking.

The main purpose is to seek knowledge, explore and satisfy personal special interests; The third is that there is no complete team leader.

Accompanied by a tour guide, tourists need to take care of all their travel activities during the trip, so tourists are

While having autonomy, you must also have certain quality and travel experience.

As can be seen from the above definition, the two concepts of self-help tour and individual tour have a great degree.

There are both overlaps and obvious differences between them. In terms of tourism organization, both are.

Design your own travel routes and arrange your own corresponding travel activities, but self-help travel does not rule out communication.

Make reservations through intermediaries including travel agencies (especially transportation and accommodation facilities). But from

In terms of tourism purpose, the general individual's tourism purpose covers a wide range, while the self-help tour pays more attention to pure tourism.

Travel or entertainment purposes, excluding official business, business and conference travel and the responsibility of the reception unit.

Travel activities arranged, but leisure travel activities arranged by yourself at the destination or on the way.

Moving should also be considered as a self-help tour.

(B) the types of self-help tourism

At present, there are many types of self-help tourism, which can be classified according to transportation mode, tourism purpose and tourism distance.

The classification is based on the standards of departure, consumption level and tourism activities. This paper mainly studies the traffic parties.

Types and purposes of tourism.

According to the mode of transportation, it can be divided into: go on road trip, cycling tour, hiking tour, etc. According to the purpose of tourism, it can be divided into two categories: leisure vacation self-help tour and professional self-help tour, while professional self-help tour.

Tourism also includes self-help tours for learning, self-help tours for extreme exploration and self-help tours for special interests (photography and boarding).

Alpine, skiing, golf, etc. ).

(C) the characteristics of self-help tourism

Self-help tourists pursue autonomy in tourism, or publicize their personality or relax; With the whole

Compared with the tourism market, their travel rate is higher, and tourism has become an indispensable part of their lives.

Element; Most of them come from economically developed areas, especially large and medium-sized cities, and they are highly educated.

During their travels, they showed the following characteristics:

1. There are obvious differences in the choice of tourist destinations between the two types of self-help tourists. leisure

Class B self-help tourists are mostly family-oriented or flow to holiday-oriented tourism purposes represented by the seaside.

Or flow to the scenic spots (spots) around the city, and for the city of Zhou Bianyou, self-driving tourism is

More popular modes of transportation; Professional self-help tourists pursue newly developed or even undeveloped tourism.

Tourist destinations, especially in the western region, are more popular. Their choice of travel destination and travel time.

Everyone has a tendency to avoid heat, either to avoid sightseeing hot tourist destinations or to avoid its peak.

Visit hot spots and enjoy unusual scenery during travel and off-season. In short, this is a crowded field.

Noodles are the last thing they want to see, which objectively plays a role in alleviating the contradiction between supply and demand.

2. Self-help tourists have a high degree of participation and belong to in-depth tourism. Because you need to arrange everything yourself.

Self-help tourists usually make full preparations before going out: collecting tourism resources of tourist destinations.

Local customs and other related information, design routes, select vehicles, and inquire about flights and itineraries.

If conditions permit, find the corresponding accommodation facilities and book tickets according to the budget conditions for self-driving and self-driving.

For self-driving tourists, the preparation of necessary equipment and road information is even more essential. This kind of preparation

Work makes tourists have a more comprehensive understanding of tourist destinations, not just scenic spots (spots)

Situation. In the process of traveling, self-help tourists are closer to eating, living, traveling, traveling, shopping and entertainment.

The life of local people can be more truly in touch with local residents and feel the local nature, history and people.

State-owned private science and technology and economics

Love and social customs are more involved. At the same time, they can also choose one side according to their own preferences.

In-depth understanding of the destination. And taking part in regular tour groups always seems to be related to the local area.

People are far apart, and tourists are basically in designated hotels and dinners that specially receive tourists.

Activities between the hall and designated shops, and even "folk customs" such as national songs and dances and wedding customs are displayed.

It often has a strong performance, and even evolved into a disguised charging item, which is easy to prejudice tourists and host residents, and runs counter to the purpose of promoting exchanges and understanding in tourism.

3. Compared with group tours, self-help tours are smaller in scale and easier for people with similar interests.

Reach an agreement; Under the same specifications and standards, it costs more than taking a group tour, and it shows a special elimination.

Cost psychology: on the one hand, I am intoxicated with careful calculation and bargaining, especially accommodation and local transportation.

Basic elements, but for some products with high price elasticity, it shows good purchasing power, which is very important for "special"

Colors are particularly preferred, such as special tourism projects, unique handicrafts, local food and so on.

Second, the development status of self-help tourism in China

The self-help tourism market is growing rapidly.

According to a survey, 94% families in Beijing are unwilling to be bound by tour groups and are prepared to travel by themselves.

About 70% of Shanghai white-collar workers answered "What kind of travel mode will you choose next time?"

Hope for "self-help tourism", of course, "preparing for or hoping for self-help tourism" does not explain the current proportion of self-help tourism.

How big is the market share, but it shows the trend of rapid development of self-help travel. In addition, from all kinds of "tourism yellow"

In the "Golden Week" inventory review, we can also find that the team of self-help tourists is growing. special

After SARS, according to Ctrip's online survey. About 74.3% of the respondents were interviewed after SARS.

People who choose a more personalized and random self-help tour are much higher than those who choose a group tour.

(b) Short trips are the majority.

In the self-help travel market, family leisure travel accounts for a considerable share, most of which went last week.

Short-distance travel in border areas, weekends and public holidays are the peak of self-driving short-distance travel. according to

A survey of 749 families in Beijing, Shanghai and Guangzhou shows that in the past six months,

Respondents who have conducted self-help tours said that most of their recent trips were to their cities.

Take a short trip. Judging from the destination of a recent trip, 84 people who have traveled in Beijing are

Among the tourists, 12% went to Liaoning (Dalian, etc. ) and Hebei (Beidaihe, Qinhuangdao, Shijiazhuang)

Guzhuang and so on. ) accounted for 27%, to Tianjin accounted for 10%, to Shanxi (Wutaishan, Datong, Pingping

Distance, etc ) accounted for 7%, to Shandong (Qufu, Jinan, Taishan, etc. ) accounts for 8%; In the past trip,

8 1 among the respondents in Shanghai, 22% have been to Jiangsu (Suzhou, Wuxi, Nanjing, Zhenjiang, etc. ).

To Zhejiang (Hangzhou, Ningbo, Shaoxing, Qiandao Lake, etc. ) accounted for 47%, with Jiangxi and Anhui (Shandong

Mountain, Jiuhua Mountain, Huangshan Mountain) accounted for 9%; Among the 69 interviewees who have traveled in Guangzhou, they are all from Guangdong Province.

49% travel in China, 10% travel in Guangxi (Guilin and Nanning) and 6% travel in Hunan.

4% went to Hongkong/Macau/Taiwan Province Province.

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

At present, the number of private cars owned by urban residents in China is increasing, and self-driving travel has become a kind of car.

The preferred mode of travel of clans. In addition, car rental tourism has become another way in go on road trip.

Take Beijing as an example, there are 6.5438+0 million people who have driver's licenses and no cars, and there are more than 80 car rental companies in the city.

About 30,000 vehicles are rented, and the weekend rental situation is very good, especially during the golden week of tourism.

During the unprecedented May Day Golden Week in 2002, Executive Director of the National Holiday Office and Deputy Director of the National Tourism Administration

Zhang Xiqin pointed out in an interview that with the rapid increase of private cars and the expansion of self-help tourism,

With vigorous development, go on road trip has become a beautiful landscape of Golden Week tourism. Before the Golden Week, North

All the car rental companies in Beijing have already booked in advance; Although the car rental price is high during Haikou Festival,

Adjust by 20%, but it is still in short supply; 9% of Shenzhen residents travel by car, more than this year's Spring Festival Golden Week.

It's growing again. (4) Backpacking tourism has quietly warmed up.

This method is very popular because it is cheap, free, novel and exciting, and

Compared with the regular group tour, you can get in touch with the real natural and cultural landscape and get rid of it completely.

The commercial atmosphere of the city, some tourism projects can also test its field viability. At present,

Teenagers and young people are the main body of self-help travel, especially long-distance travel. "Read thousands of books and go to Wan Li Road.

Cultivating the spirit of self-reliance and enriching life experience is the goal they pursue in their travel. "Because they are experienced,

They often go hiking with big bags on their backs, so they are called backpackers or hikers abroad.

(Hikers). In addition, there is another market with great potential, that is, young white-collar workers with great economic burden.

Small and advanced in consumption concept, they are more willing to choose backpacking as a more natural and environmentally friendly way.

Get close to nature.