"Summer Summer Tourist Big Data Insight Report" Released
At the first China Summer Tourism Innovation Summit?2017 Heilongjiang Wetland Forum and Summer Tourism Promotion held on June 9, 2017, the "Summer Summer Tourist Big Data Insight Report" was officially released. This report was co-produced by CYTS Lianke (Beijing) PR Consulting Company Limited, TalkingData, Meituan Dianping.com, and by the ? Travel Consumer Big Data Lab? The Travel Consumer Big Data Lab compiled and released the China Summer Travel Crowd Insight Report. China's summer vacation travelers insight report.
The report gives an overview of data sources, related concepts, the selection of the top 10 summer vacation destination cities, the selection of the top 10 summer vacation destination cities, and the core conclusions of the report, and then systematically analyzes the sources of the summer vacation travel crowd, the travel preferences of the summer vacation tourists, the basic portrait of the summer vacation traveler base, and the summer vacation tourists in Harbin.
Sources of summer vacation tourists
Economically developed regions are more willing to go to distant places for summer vacation
One category is the large provinces with abundant summer vacation tourism resources, whose main tourists come from the province and its surrounding, mainly for short and medium distances. The first one is the one that has a lot of resources, such as forests, wetlands, lakes, rich in Heilongjiang, Yunnan Province, the four seasons of the spring, the more developed coastal resources of Shandong Province, and so on.
Another category is relatively economically developed and hotter temperatures in the provinces and cities, their local summer resources are relatively few, tourists prefer to go to the cooler provinces, mainly long-distance remote. Such as Guangdong, Zhejiang, Beijing, Sichuan and so on.
Distribution of national sources for summer vacation tours
Developed economy, high temperature, and dense population are important labels for sources
The four major cities of Beijing, Shanghai, Guangzhou, and Shenzhen accounted for nearly 14% of the national summer tour population, and are the main outputs of the high-consumption tourist crowd; in particular, Beijing accounted for nearly 7% of the total, and is the most central source of tourists.
The proportion of summer vacationers in prefecture-level cities is high, and the focus should be on tapping the value of the tourism industry brought about by the demographic dividend.
Chongqing, Chengdu, Hangzhou and other hot cities in the summer heat demand is obvious, is the main source of summer tourists.
It is worth noting that Harbin ranked relatively low, indicating that its own summer vacation resources are more developed, compared to other provincial capitals, the percentage of summer travel to other regions is relatively less.
Summer vacation tourists are mostly local and neighboring
According to the summer vacation product purchase data of Meituan Travel, summer vacation tourists in Harbin, Kunming, Changchun, Guiyang, and Dalian are all local and neighboring, and basically are the absolute main force.
Lijiang's summer vacation tourists accounted for a relatively balanced proportion, and the largest number of Guangdong sources, its summer vacation tourism development approach is worthy of attention and reference.
Travel preferences of summer vacation tourists
There is a big difference in the travel preferences of summer vacation tourists from different cities
Beijing tops the list of source cities for all five types of themed tours, and is the city that loves summer vacation the most; in addition, Shanghai's ranking is relatively stable, with all types of destinations ranking in the top 10.
Tourists in economically developed cities favor Characteristic town tours, Beijing, Shanghai and northeastern cities tourists like forest tours, ? Fireplace? Visitors from the cities love to go to the wetlands, and those from the seaside or near-shore cities love to play with the sea as well as climb the mountains.
More wetlands in the Northeast, local and northern tourists play high
Wetland tourism resources are mostly located in the three provinces of the Northeast, local and northern tourists become the main force. Among them, the total number of tourists in the three provinces of Black, Ji and Liao accounted for more than 30%, and the neighboring Beijing and Inner Mongolia accounted for 15% of the tourists.
Near- and medium-distance tourists accounted for half of the total number of tourists, and among the TOP 10 provinces, only two developed provinces, Guangdong and Jiangsu, belong to the long-distance market.
Characteristic towns have the strongest attraction to Guangdong tourists
Characteristic towns in summer vacation cities are mostly located in the south, and among their major sources, Guangdong Province ranked the first with 10.5%, while Yunnan and neighboring Sichuan were also major sources, ranking second and third. In addition, Zhejiang, Jiangsu, Hubei, Chongqing and other provinces and cities, which have their own huge volume of specialty towns, still prefer to travel to small towns in summer vacation cities.
The main source of forest summer vacation is concentrated in Northeast and North China, with a relatively low share of the national source.
Hei Long Jiang is very rich in forest summer vacation resources, Yichun, Mudanjiang are very important forest summer vacation destinations; and from the point of view of the source of tourists, the province and the neighboring Jilin, Liaoning ranked the top three.
Wide distribution of mountain resources, more balanced sources of summer vacation tourists
China has four major plateaus, a huge area, so the distribution of mountain tourism resources is wider. Although Zhejiang tourists prefer mountain summer vacation tours, their lead in the percentage ranking is not obvious. As a whole, the share of each source is relatively smooth, and the source of tourists is more balanced.
The north is rich in summer vacation resources, and the main scenic spots have high ratings
On the whole, tourists rate the scenic spots in each summer vacation city higher, with the percentage of high 4-5 point divisions above 80%.
In contrast, the summer vacation resources in the north are more abundant and diversified, and the main scenic spots are rated higher, with 5 points accounting for more than 70% of the total, and the depth of the development potential; while in the southern summer vacation cities, Lijiang's ratings are relatively high, and Kunming and Guiyang's 5-point percentage are all around 60%.
Three major destination regions are attractive to summer vacation tourists
When asked which cities are most inclined to go to for summer vacation, Lijiang, Harbin, Kunming, Dalian and Qinhuangdao are favored. Overall, Heilongjiang's ? wetlands + forests? resources, the Bohai Sea region? The coastal resources of Heilongjiang, the Bohai Rim region, and the Yunnan Province are the most popular. resources in Heilongjiang, coastal resources in the Bohai Sea region, and small towns and lakes in Yunnan. Wetlands + forests in Heilongjiang, coastal resources in the Bohai Rim and lakes in Yunnan.
In terms of choosing the type of summer vacation resources, waterfront is the first choice, accounting for more than 40%; followed by wetlands/lakes, accounting for more than 20%; the total share of these two types of summer vacation tourism resources reached 64%, which can be seen in the? Water-friendly? is a more mainstream resource selection preference.
Third, the summer tourism base portrait
The summer crowd of male and female ratio is balanced, the majority of young people
In the summer tourism crowd, men accounted for a slightly higher than 50.8%, only 1.6 percentage points higher than women, the ratio of men and women is relatively balanced.
From the age distribution point of view, the youth group aged 26-35 years old occupies an absolute advantage, accounting for 54.9%, constituting the main body of the summer vacation crowd. And 46 years old and older groups accounted for only 5.3%, accounting for a very low proportion; based on this part of the population have money and leisure, the future in the development of summer tourism products, can be appropriate to favor the middle-aged and elderly groups.
Young people like to swim in the wetland, more than 36 years old people love to visit the town
People under 35 years old prefer wetland and forest tourism, accounting for more than 77% of the total; characteristics of the town is especially loved by tourists aged 36 years old and above, and the mountain and forest summer vacation is the first choice of tourists aged 46 years old and above;
Overall, the main crowd belongs to the young people, all types of wide range of involvement in, the total share of huge amount of. The total percentage is huge.
As long as it's cool and the scenery is good, you're not afraid to spend money and time
When tourists choose a summer vacation destination, the core decision-making factors to consider are the scenery and temperature, followed by the cost and ease of transportation. It can be seen that as long as the scenery is good and the temperature is suitable, how much money to spend and how to go are secondary.
In terms of summer vacation time, 5-7 days of short-term vacation is the most, amounting to 54%, 3-4 days of micro-vacation also accounted for 38%. Overall, tourists are still willing to spend more time for summer vacation travel.
From the point of view of travel budget, tourists' 'summer vacation spending willingness is relatively high; willing to spend more than 2,000 yuan per capita at a time up to 74% of tourists.
Southern summer vacation tourists are more? young?
According to Meituan Travel data, summer vacation tourists in the three southern cities of Lijiang, Kunming and Guiyang are much younger, with Lijiang up to 73%, Kunming 63%, and Guiyang 61% in terms of the total percentage of young tourists aged 20-35.
In the northern summer cities, Harbin has the most tourists aged 30-40, accounting for 43%; Changchun is mostly tourists over 30 years old, accounting for 63% of the total; Dalian tourists are more balanced in age, and tourists aged 20-40 years old are basically around 20%.
The northern summer cities have a high degree of parent-child tourism
The northern Harbin, Changchun and Dalian, summer tourists have children in the family are close to 30%, there is a strong parent-child attribute, the parent-child summer tourism related products have a stronger acceptance.
Kunming, Guiyang and Lijiang, the southern summer vacation cities, the proportion of summer vacation tourists with children in the family is lower, especially in Lijiang, only 13%, the source of the lower parent-child attribute.
The female segment is the main consumer of summer vacation tourism
In the summer vacation crowd, although the total number of males is slightly higher than females, females absolutely dominate in terms of shopping preference. For example, clothing, shoes, hats, bags, jewelry, watches and cosmetics are all female-dominated consumer goods. So in the marketing channel selection, should be a balanced consideration of the two sexes of the media habits; but in the guidance of shopping, to enhance tourism consumption, should be more concerned about female tourists.
The summer vacation crowd prefers physical consumption, although the proportion of consumption in life services is lower than that of the general public, but in catering, clothing, shoes, hats, bags, jewelry, watches, cosmetics and other physical consumption is higher than that of the general public.
Summer tourists love food, movies and fashion consumption
In the United States tour travel on the choice of summer products, tourists, the love of food is the generality of all people, accounting for more than 30%, especially in Harbin for the most, up to 41%; in addition, the film and fashion categories of consumption also have a larger proportion;
In the development of summer tourism products, can be more combined with food,
In the development of summer tourism products, can be more combined with food, fashion, and movie and television highlights and other aspects of the development of products.
The summer vacation crowd is more inclined to book travel products online
The summer vacation crowd's online travel consumption is dominated by comprehensive booking, with six seats in the TOP 10, and the top five, Ctrip, Where to go, Tongcheng, Flying Pig, and Touniu, are all comprehensive OTA platforms.
The preference of summer vacationers for travel-related apps is significantly higher than that of the general public, and the overall app preference index is much higher than the standard value, indicating that travel apps are installed and active to a higher degree, and that the information used for marketing has a higher degree of accessibility.
Fourth, the summer tourists in Harbin analysis
Top ten popular scenic spots in Heilongjiang summer tour
In the most popular summer tour crowd in Heilongjiang attractions, the Sun Island Scenic Spot, Hulan Estuary Wetland Park, Volga Manor in Harbin city ranked high in the top three, the influence of the summer tourism in Harbin has been radiated across the country.
Harbin summer tourists mainly from Beijing and Northeast
Summer to Harbin summer foreign tourists mainly from the Northeast, North China, Beijing is its most important source of cities, and the 10 largest source of cities in the Northeast city occupied 7 seats. These tourists activities are mainly concentrated in the Harbin city area, Hulan District by the wetland tourism, also gathered a certain number of tourists.
This analysis of summer vacation tours based on tourism consumer data provides insights into the situation and future trends of summer vacation tours from various aspects, and provides a reliable basis for the industry to carry out precise marketing of tourism.
The report shows that Heilongjiang summer vacation tour has a leading advantage in China. Heilongjiang, the Bohai Rim region and Yunnan are the three core destinations for summer vacation tourism. Wetland/lake summer vacation resources are mainly in Heilongjiang, Guizhou and Yunnan, and forest summer vacation resources are predominant in Hei, Ji and Liao provinces, while the three provinces are also one of the regions with the widest distribution of mountain-type summer vacation resources. Harbin became China's top 10 summer vacation destination city, second only to Lijiang.
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