中国公民出境旅游消费市场调查报告 2015-2016

1MarketResearchReportonChineseOutboundTourist(City)Consumption2015——2016IpsosManagingDirectorMickGordonSeptember2016ProjectIntroductionIn2016,WorldTourismCitiesFederation(WTCF)andIpsosoptimizedtheresearchcontentsbasedonthecontentof2015andthetraveltrendin2016.133itemsareincludedinthequestionnaire.Multi-methodsareusedtocollectthedata.BesidesusingIpsos’onlinepanelChinaInternationalTravelServiceLimitedHeadOffice,CYTS,UTourTravel,CAISSAandothermembersoffergreathelptoconductthesurveyamongtheircustomers.11173validquestionnairesarecollected.ThecontentsofMarketResearchReportonChineseOutboundTourist(City)Consumption(2015-2016)areallbasedonthedataofthissurvey.201OutboundTourismhasBecomeaHabitofChineseCitizens,andTourismisNowPopularforAll3402,0004,0006,0008,00010,00012,00014,00019931994199519961997199819992000200120022003200420052006200720082009201020112012201320142015Units:10thousandpersonsIn2015,theNumberofChineseOutboundTouristsTotaled120million576.34%Chinesetouristsconsiderthattravelisanimportantwaytoimprovetheirlivingqualityandhappiness.29.31%ChinesetouristsregardtravelasimportantasMarriage,Familywealth,Careerdevelopment,Education,andChildrengrowth.samplesize=11,173671%4.873-471%ChinesetouriststravelabroadatleastonetimeeveryyearThetimesChinesetouriststravelingabroadinalifeadduptoNearly5.Eachonetravelstoabout3-4overseacitiesin2015samplesize=11,1737•Accountforabout10%ofthetotal•Mostaresingleyoungpeoplewhojuststartorwillstarttheirjob•Beingcuriousabouttheworldandgladtoexploretheworldthroughtravelingaround•Beingkeenonhoneymoontourismandcruisetourism•MainstayofChineseoutboundtouristsaccountingformorethan70%ofthetotal.•Duringthelifeperiodof“havingparentsandchildren”[上有老下有小]•Beinginterestedinparent-child/family/cruisetourism•Tourismisthebestwayforthemtostaywithparentsandshowtheirchildrentheworld•Accountforabout15%ofthetotal•Havingrichtourismexperienceandleisuretime,“Havingmoneyandtimeonhand”[既有钱又有闲]•Beingkeenoncruisetourismandfamilytourism•Travelistheirmostdesiredthinginlifesamplesize=11,17302OutboundTourismGraduallyReturnstotheNatureofTourism8932.50%23.69%19.20%18.90%18.10%16.26%16.11%14.03%13.82%13.66%11.47%11.25%11.05%10.54%ReputationRecommendatedbyfriendsBeautifulsceneryCultureHolidaysFamaousmountains&riversDeliciousfoodSea&beachShoppingHistoricalrelicsEcologicalenvironmentPromotionaldiscountsTVprogramTryingfantasticexperienceFactorsAttractivetoChineseTouristssamplesize=11,173PopularityofthecityisthetopfactorattractingChineseoutboundtourists.Keyfactorsinclude:•Wordofmouth,includingrecommendationsfromfriends,mediaads,etc.•Naturalscenery,includingbeautifulscenery,famousmountainsandriversbeach,historicalsites,etc.•Cultureandfood,includingexoticculture,deliciousfood,etc.•Curiosityandpromotionarealsoreasonswhysomepeopletravelabroad10DiningTastinglocalfoodisthemostevidentfeatureofChinesetouristsindiningduringtheirtravel,includingfamousrestaurants,specialtycuisinesandfeaturedservices.EntertainmentExperiencinglocalcustomsaswellasrelaxingthemselvesarethetwomainreasonsforChinesetouriststoengageinentertainmentitemsduringoutboundtourism.Chinesetouristsusuallychooseamusementparks/themeparks,eveningparties/folkloregardens,bars/nightinnsforentertainment.TouringNaturalsceneryremainsthetopchoiceforChinesetouristinoutboundtourism,withculturalandhistoricalrelicscomingthenext.•Withtheincreaseofoutboundtravels,Chinesetouristsgraduallypaymoreattentiontothenatureoftourismsamplesize=11,17311•Inallkindsoftourism,cruisetourismtakesthelead.•Nearly80%ofChineseoutboundtouristslookforwardtocruisetourism•Nextcomesfamilytourism,parent-childtourism,honeymoontourism,shoppingtourismandself-drivingtourism2.38%5.32%6.19%6.34%8.53%8.87%8.95%9.53%9.81%10.73%10.77%11.07%11.64%14.04%14.28%15.00%15.89%17.27%25.02%25.50%28.68%29.91%40.24%78.19%GamblingtourismSportseventtourismHuntingtourismUniversitytourismWinetourismVolcanotourismBicycletourismExposition/exhibitiontourismDeserttourismAirglideCartoontourismSkydiveYachttourismBalloonHiking/campingtourismWildlifereservetourismPolarregiontourismPhotographytourismSelf-drivingtourismHoneymoontourismShoppingtourismParent-childtourismFamilytourismCruisetourismThemedTouringsamplesize=11,17303ChineseTouristsareBecomingMoreRationalinOverseasConsumptionandPayingMoreAttentiontoTourismQuality1213Informationinquiry•Beforetravellingabroad,Chinesetouristsspendalotoftimetosearchinformationthroughmultiplechannels,soastounderstandmoreaboutthedestinations.Spend4-5daysand2-3channelstosearchrelevantinformationSpendmuchtimeontouristattractions,dining,shopping,lodgingandtransportationinformationsearchingThenameofdestinationcitiesandtouristattractions,travelroutesandstrategiesandtravelnotesarekeywordsofhighestfrequencyusedbyChinesetouristswhensearchingforinformationBudget/Shoppinglist•Priortodeparture,theywillmakebudgetsandshoppinglists,payingmoreattentiontotheperformance/priceratioofgoods.93.2%Chinesetouristswillmakeconsumptionbudgets,andoverahalfofthemwillslightlyoverspendinactualconsumption,butonlylessthan10%willoverspendmu