Analysis on the changing trend of domestic tourists' tourism demand

First, the location, pay attention to freshness and rarity

B, close to the ground, keen on driving and making friends.

C, sightseeing, pay attention to the theme and depth

D, tripping, start debugging and autonomy.

E, amusement, love trendy and heartbeat more.

F, leisure, fitness and relaxation.

G, high-grade, pursuing wild interest and luxury.

H, inconvenience, wait and see for a while and lie down.

Details are as follows:

First, the location, pay attention to freshness and rarity

People often call the purpose of tourism activities "seeking novelty, leisure and knowledge". Although this statement is not accurate enough, it can simply and generally show the characteristics of tourists' purpose. In recent years, the winter of ice and snow tourism in the northern region (once the off-season) is the best witness of this "innovation". Tourists' yearning for fresh destinations, in 2006 and the following years, in addition to the continuous popularity of ice and snow tourism in the north and the continuous warming of rural tourism, new tourist destinations, western tourism (including Qinghai-Tibet Plateau tourism, Ningxia Gansu Shaanxi tourism and Xinjiang tourism) and Taiwan Province tourism will gradually become new hot spots.

Passenger trains from Beijing, Shanghai, Guangzhou, Chengdu, Xining and Lanzhou to Lhasa opened after the Qinghai-Tibet Railway was officially opened to traffic in July 2006, which is an excellent opportunity for more civilians to travel in the western region. In addition, there are emerging adventure tourism, which is also the embodiment of this emphasis on fresh destination tourism.

B, close to the ground, keen on driving and making friends.

Due to the convenience of time and roads, near-earth tourism is often the first choice for residents to travel. The statistics of domestic tourism in China in recent years also prove this point. In recent years, with the private cars entering the homes of ordinary people in China, go on road trip has also become the hobby of urban residents in China. The wave of go on road trip in the three golden weeks in 2005 is a strong proof (it can even be said that in the Spring Festival of 2006, information from some large and medium-sized cities such as Beijing, Tianjin, Suzhou, Chengdu and Sanya showed that go on road trip had accounted for two-thirds of short-distance travel). In 2006 and the following years, go on road trip will further spread to the surrounding areas of cities and towns.

According to the data of the National Bureau of Statistics, by the end of 2004, among the 65.438+82 billion urban households in China, the average number of cars per 100 households had reached 26.5438+0.8 (in recent five years, the car consumption in China has reached more than 9.3 million, about one third of which is for business and business, and the remaining 6 million cars have entered ordinary families, realizing the family car dream). By the end of 2005, every 100 family in Yunnan province had 8 family cars. By the end of July 2005, there were 8.43 family cars per 100 households in Zhejiang province. By the end of 2005, there were 9.7 family cars per 100 urban households in Guangdong province. In big cities, in 2004, the number of cars owned by every 100 families in Shanghai was 5.3; By the end of September 2005, every 100 households in Guangzhou had 6.3 family cars; By the end of 2004, there were 12.64 family cars per 100 urban residents in Beijing. In small and medium-sized cities in developed areas, the proportion of families owning family cars is higher, such as Wenzhou. By the end of 2005, the number of family cars owned by urban residents reached 20 per 100 households. In Dongguan, by the end of June 2005, the number of family cars owned by urban residents was as high as 42 ... It is not surprising that self-driving tourism not only meets the needs of tourists for rest and tourism, but also brings the fun of gathering relatives and friends and driving. While preparing for this, we should also pay attention to the long journey of emerging "self-driving enthusiasts" in time.

C, sightseeing, pay attention to the theme and depth

With the development of domestic tourism, tourists gradually mature in consumption activities, and the consumption trend is changing with each passing day, so it is difficult to meet the needs of consumers in the embryonic stage of tourism. In recent years, more and more tourists and tour operators have noticed the theme and depth of tourism, even sightseeing. In 2004 and 2005, this tendency of outbound tourism has been quite obvious, and it can be predicted that this tendency will become more and more obvious in domestic tourism in the future. On this point, not only in tourism advertisements all over the country, but also in the "Eleventh Five-Year Plan" of various provinces, cities and counties.

D, tripping, start debugging and autonomy.

Although the era of comprehensive personalized tourism has not yet arrived, the trend of personalized tourism has become more and more obvious. The most striking thing is that many travel agencies have started the "menu" service mainly in go on road trip. At the same time, in Beijing, Shanghai and other big cities, some travel agencies have begun to have "five self-tours" in which tourists organize themselves, set their own time, set their own routes, set their own itinerary and set their own standards. Even if tourists don't organize themselves, some fellow travelers meet and try to ask the travel agency to adjust the original itinerary. Combined with the enlightenment of "free travel" to Hong Kong and Macao in recent years, from the development trend, the current consumption pattern of tourists making their own routes may further spread in the future domestic tourism business.

This so-called DIY custom menu tourism consumption, or as Janklovits marketing partner pointed out in the Tourism Trend Observation Report, is a "change from destination-centered to tourist-centered" in the world tourism industry.

E, amusement, love trendy and heartbeat more.

In the early years, traditional tourism in China paid more attention to cleanliness and leisure. However, young people influenced by modern ideas prefer fast-paced entertainment and excitement. Different from sightseeing tours, recreational tours are more participatory, which not only brings more pleasure, but also is often accompanied by self-challenge. In 2004, Beijing Global Carnival created an amazing income of 65.438+0.4 billion yuan in 52 days, because its carnival-style amusement activities attracted 65.438+0.2 million tourists (in 2005, Beijing Global Carnival lasted 73 days, received about 65.438+0.56 million tourists, and the total income exceeded 65.438+0.7 billion yuan; Compared with 2004, the total revenue increased by 17.3%, and the average daily passenger flow increased by 20%. According to some data, there are not only a large number of Beijing teenagers among these tourists, but also a large number of tourists from the surrounding cities of Beijing.

Several theme parks in Shenzhen OCT are very successful, but in recent years, the statistics of tourist season and holidays often push the rising star "Happy Valley" to the position of paying equal attention to the number of tourists and business income. It is undeniable that fashionable and exciting entertainment tourism will be an indispensable part of the future development of domestic tourism. It can be predicted that the opening of "Happy Valley" in Beijing in 2006 will surely attract more tourists and tour operators' attention, or it will bring a new upsurge of national amusement tourism.

F, leisure, fitness and relaxation.

In recent years, our country has begun to notice the relationship between leisure and tourism while noticing the increase of residents' tourism demand. The development of leisure tourism is an organic combination of the two. Leisure tourism is not only a part of the whole tourism activity, but also a part of the whole leisure activity (another part of tourism activity is exchange tourism, and the other part of leisure activity is non-tourism local leisure).

When people no longer regard sightseeing as their only choice, leisure tourism will naturally join in. In leisure and rest, ordinary people can naturally have many choices; If they choose to travel and relax in other places (naturally, leisure travel), they often have different positioning from ordinary young people. Some employees who usually have a heavy workload tend to choose leisure and relaxation, and most people choose farmhouse music around the city to meet this demand; On the other hand, some employees who are more concerned about health are willing to choose fitness activities, choose to go to gyms and gyms in their usual places, and choose to go to hot springs or resorts when traveling. Similarly, "healthy tourism" is also very popular in some European countries. Therefore, "farmhouse music" and "holiday village" not only have huge development space, but also should increase how to create a better environment and how to enrich the connotation of fitness and leisure.

G, high-grade, pursuing wild interest and luxury.

Judging from the high Gini coefficient that people pay attention to, it should be certain that there are many rich people in China. Their travel needs should not be ignored. For comfort, they often spend a lot of money; The convention of identity formation often makes them unwilling to confuse themselves with "ordinary people". Clubs, nightclubs and golf courses are sometimes crowded, so their travel activities often choose places far away from ordinary people. Or this is the so-called "wild luxury" abroad-enjoying luxurious travel life in desolate places to win more private space and more personal experience.

Islands, vast grasslands, vast deserts, cliffs in Lei Lei, patches of forest trees, misty clouds, a tent, a wisp of kitchen smoke, an earphone and a cup of coffee ... but it is best to have a modern luxury hotel nearby, which is their demand (we should not oppose their legitimate consumption, but we must pay attention to protecting the ecology). Similarly, some young people who are not very rich have similar travel preferences. Therefore, we should also pay due attention to this demand trend.

H, inconvenience, wait and see for a while and lie down.

Tourism supply is close to the public, "convenience" and "economy" are often indispensable. However, there are still quite a few residents in China who do not have the consumption ability to choose tourism, and they are still in the wait-and-see period. For them, the local government should consider paying more attention, such as the cancellation of tickets for West Lake in Hangzhou and the Historical and Cultural Heritage Day in Henan Province (67 museums and historical and cultural sites in six cities in the province are open to the public for two days free of charge). These are all meaningful measures. Only for low-income people distributed all over the country, this is still a drop in the bucket. They must also wait and observe the maturity of their tourism conditions. Other residents who have the conditions but have not chosen to travel for the time being, either because they can't afford the time at the moment or because they have some concerns, have chosen to wait and see ... but they often "lie" on books, newspapers, TV or computers.

In fact, it should be said that they are all potential tourists, and watching and sleeping are temporary. Among the latter part of the residents, there are still a few comrades who are travel critics, and they often express many opinions on tourism; We should listen to their opinions carefully, because it is very beneficial to the development of tourism activities and the progress of tourism; The improvement of tourism environment and tourism service is inevitable for them to move from wait-and-see to practice.