What is the tourist route product market? It is a major tourist country and region for China citizens.

Since the 20th century, China's outbound tourism has continued to develop at a high speed, and China has become the largest source country in the Asia-Pacific region and the most active and fastest-growing market in the world. Based on the statistics and combing of a large number of data, this paper makes a deep analysis of the development status and characteristics of China's outbound tourism, and on this basis, predicts the development trend of China's outbound tourism market.

Analysis on the Current Situation of China's Outbound Tourism Market

1. The outbound travel market is in great demand.

Since the 20th century, with the rapid development of China's national economy and the continuous improvement of people's living standards, China's outbound tourism market has shown a strong demand. According to the statistics of National Tourism Administration, in 200 1 year, the total number of China citizens leaving the country was 12 123 1000, among which 6,945,400 people left the country for personal reasons. In 2004, the total number of China citizens leaving the country reached 28.85 million, of which 22.98 million went abroad for personal reasons, increasing by 137.98% and 230.87% respectively compared with 2006. 200 1 the proportion of people leaving the country for private reasons to the total number of people leaving the country is 57.29%. In 2004, this proportion rose to 79.65%, an increase of 22.36 percentage points.

It can be seen that there is huge consumption demand and development potential in China outbound tourism market at present and in the future.

Outbound tourism is developing rapidly. In recent years, China's outbound tourism market has developed rapidly. From 200/kloc-0 to 2004, the average annual growth rates of domestic tourism, outbound tourism and inbound tourism were 10.8%, 29.3% and 7.3% respectively. Among them, affected by SARS in 2003, both the domestic tourism market and the inbound tourism market experienced negative growth, and only the outbound tourism market maintained a growth rate of 2 1.80%. It can be seen that the growth rate of outbound tourism market far exceeds that of domestic tourism and inbound tourism, making it the fastest growing tourism market.

China's outbound tourists mainly come from economically developed big cities and eastern regions. In 2004, the number of outbound tourists organized by travel agencies in Beijing, Guangdong, Shanghai, Zhejiang and Jiangsu provinces accounted for 72. 16% of the total number of outbound tourists organized by travel agencies in China that year. Among them, Beijing is the largest source of outbound tourists in China, and the number of outbound tourists organized by travel agencies accounted for 29.93% of the total number of outbound tourists in China in that year, followed by Guangdong Province, accounting for 2 1.9%. The number of outbound tourists organized by travel agencies in Shanghai, Zhejiang and Jiangsu ranked third, fourth and fifth accounted for 1 1.70%, 4.3 1% and 4.25% respectively.

In addition, with the acceleration of the development of western China, people's living standards have been greatly improved, which has stimulated the motivation of local residents to travel abroad, thus leading to the rapid growth of outbound tourists in western China.

2. Asia-Pacific region is the main tourist destination.

According to the statistics of the first destination, in the first half of 2005, the number of tourists from China to Asia was 1.3 1.04 million, the number of tourists to America was 362,700, the number of tourists to Europe was 820,400, and the number of tourists to Oceania was 2 1.55 million. Judging from the number of visitors, Asia is obviously the main destination for China citizens to travel abroad, accounting for 90.4% of all outbound tourists.

In addition, among the top 10 destination countries and regions of China citizens' outbound tourism, 8 are Asian countries and regions. All these reflect that China citizens mainly travel abroad from neighboring countries and regions.

In terms of growth rate, Oceania and America, which are far away from China, have become the regions with the fastest growth in the number of China citizens coming to China, while Europe and Asia have a lower growth rate. On the one hand, Asia, as the main destination of China citizens' outbound travel, receives a huge number of outbound tourists from China, resulting in a relatively low growth rate. On the other hand, with the increase of per capita disposable income in China and the extension of leisure time, more tourists can make long-distance intercontinental travel, thus making America, Oceania and other areas far away from China become the first choice destinations for more tourists.

Shopping consumption is the main consumption item abroad. Through the questionnaire survey, we made sampling statistics and analysis on the consumption items of major tourist destination countries such as Japan, Singapore, Malaysia, South Korea and Australia. The sample number of this sampling statistics is 128. It is found that the per capita consumption of outbound tourists from China abroad is 8879 yuan (excluding air tickets, hotels and other expenses included in the tour group). Shopping consumption accounts for 7 1.2%, entertainment consumption accounts for 12.9%, sightseeing consumption accounts for 1 1.6%, catering consumption accounts for 1.2%, and other consumption accounts for 3. 1%. In terms of payment, 76% tourists use cash, and 24% tourists use credit cards in whole or in part.

Through the analysis of the sample survey data, we can see that shopping is the most important consumption item of China tourists' overseas independent consumption. This phenomenon not only shows the strong purchasing power of outbound tourists in China, but also reflects that local tour guides have a great inducing effect on the independent consumption of outbound tourists in China.

In addition, influenced by the traditional culture of China, outbound tourists often need to buy gifts or souvenirs for their families or relatives, which is also an important reason why they spend more on shopping.

3. Group travel is the main way of travel.

In the questionnaire survey of 128 tourists who went to Japan, Singapore, Malaysia, South Korea and Australia, we found that among the outbound tourists, 59.4% chose group tours and 26.6% chose self-help tours. This shows that most tourists choose to travel with a group when traveling abroad, that is, to join a tour group organized by a travel agency to travel abroad.

The main reason for this situation is that China's travel agencies mainly deal in group outbound travel products, and there are relatively few self-help travel products. In addition, most outbound tourists in China are unfamiliar with overseas conditions, lack of travel experience and low level of foreign languages, which are also important factors that lead to group tours becoming the main way of outbound tourism in China.

However, with the popularization of information technology application, people's rich travel experience and the improvement of foreign language level, more tourists will choose the full set of travel services of overseas travel agencies or book overseas personal travel services directly through the Internet.

Analysis on the format of outbound travel agency industry

1. The number of overseas travel agencies has greatly increased.

In recent years, the number of overseas tour groups in China has greatly increased. In 2002, there were 528 overseas travel agencies in China. In 2005, the National Tourism Administration adjusted overseas travel agencies again, cancelled the qualifications of five travel agencies, and approved the addition of 143, bringing the total number of overseas travel agencies to 672, an increase of 25.84% over that before the adjustment.

As of August 2005, overseas travel agencies have accounted for 43.75% and 4.37% of the total number of international travel agencies in China respectively. The sharp increase in the number of overseas travel agencies not only reflects the urgent demand for more overseas travel agencies in China's outbound tourism market, but also shows that the number of overseas travel agencies in China is increasing.

2. The wholesale and retail system is taking shape

The travel agency industry in China adopts a horizontal division of labor system, which is divided into international travel agencies and domestic travel agencies according to their business scope, instead of adopting a vertical division of labor system like travel agencies in Europe and America, which divides travel agencies into travel wholesalers and travel retailers. However, due to the different development levels of travel agency industry and tourism market in different places, there is a contradiction between limited travel agency business area and scattered customers in many places in China. Due to the high operating cost for a single travel agency to independently complete all business processes such as sales, group organizing and operation, the business resources of China outbound tourism (such as routes, visas, information, etc. ) mainly concentrated in some big port cities (such as Beijing, Shanghai, Guangzhou, Shenzhen, etc. ), some travel agencies in port cities rely on their unique business resources and smooth reception service system abroad to promote their outbound tourism products to travel agencies in source areas at competitive wholesale prices, forming a passenger flow scale.

At the same time, many mainland tour groups with the right to operate outbound tourism have actually become agents or retailers of these wholesalers. In terms of profit and cost, for many outbound travel products, the actual income obtained by mainland travel agencies independently operating outbound travel teams is lower than that obtained as agents. Therefore, influenced by the inherent economic laws of the tourism market, China's outbound travel agency industry spontaneously formed a wholesale and retail marketing system, and a number of professional wholesalers engaged in outbound tourism business appeared. However, this wholesale and retail system is still in its infancy and needs to be further improved.

3. Marketing methods tend to be differentiated.

In the marketing of outbound tourism, China's travel agencies have always followed the traditional marketing methods of inbound tourism and domestic tourism, that is, individual travel agencies independently carry out and complete all marketing tasks. However, due to the lack of sufficient capital investment and high-quality operators, the marketing effect of travel agencies is not ideal, and the scale application is low. With the expansion of China's outbound market and the development of Internet technology, more and more travel agencies begin to re-examine the marketing methods of outbound tourism.

Recently, some overseas travel agencies in China began to try to combine online marketing with traditional marketing. According to the reality that there are private outbound tourism market and official outbound tourism market in China, and according to their respective characteristics, direct marketing, business-to-business (B-to-B) network marketing, personal relationship marketing and other marketing methods have been adopted, so that the marketing methods of outbound tourism have changed to a differentiated direction.

At present, in the outbound travel market for personal reasons, most large travel agencies adopt direct selling strategy to make full use of corporate brands, while in professional wholesale, they use product brands to conduct marketing through agents with local corporate brands and personal connections. In the business travel market, travel agencies mainly adopt the method of personal relationship marketing.

Development trend of outbound tourism market

1. The number of tourists continues to increase.

With the further improvement of people's living standards in China, the number of outbound tourists will continue to increase. Through the analysis and prediction of the correlation between China's national economic growth and the growth of outbound tourists, the number of outbound tourists in China will maintain an annual growth rate of 10- 15% in the next five years. In 2005, the number of outbound tourists in China will exceed 32 million, and the number of outbound tourists in China will exceed 56 million in 20 10. According to the prediction of the World Tourism Organization (WTO), by 2020, China will have more than 6,543.8 billion outbound tourists, making it the fourth largest outbound tourist source country in the world.

2. The neighboring countries (regions) are the main destinations.

Since the emergence of China citizens' outbound travel market, short-distance outbound travel products have been the main products operated by overseas travel agencies in China. In the future, influenced by factors such as ability to pay, leisure time and cultural differences, China tourists will still choose short-and medium-range neighboring countries and regions as their main destinations.

3. Remote destinations are the most popular.

In recent years, the growth rate of China tourists to America, Oceania and other long-distance destination countries is higher than that of neighboring countries and regions with short and medium distances. In addition, the number of tourists to Europe accounts for 59% of all long-distance tourists. These conditions show that long-distance destinations have been increasingly favored by outbound tourists from China.

It can be predicted that long-distance destinations will become the most popular tourist destinations with the improvement of China outbound tourists' ability to pay, the extension of people's leisure time and the deepening of their understanding of Europe, America and Oceania.

4. Distribution channel competition will gradually replace product competition.

The competition between overseas travel agencies will gradually transition from the current product competition to the competition of distribution channels. Because most outbound tourists are immature and highly dependent on travel agencies, travel agencies will remain the main operating channel for outbound tourism in the future. However, with the maturity of China's outbound tourism market and the continuous improvement of information technology, new distribution channels of outbound tourism products such as B-to-B, B-to-C and online marketing have great development potential, which will gradually pose threats and challenges to the traditional distribution channels of outbound tourism products and have a far-reaching impact on China's outbound tourism distribution channels.