Who is
traveling at night, big data tells you!-2
1. The quality
of the night travel market is controllable, and 70% of tourists still look
forward to improvement
The
special survey data shows that the overall satisfaction of the night tour is
75.68, and the overall night tour service quality is in a better range. 25% of
the respondents are very satisfied with the existing night travel market, 42%
of the respondents are satisfied, and 25% of the respondents are average,
dissatisfied and very dissatisfied accounted for 8%.
In the
survey on the satisfaction of night tour products and public services, 27% of
tourists said they were very satisfied, and 73% of tourists rated it as
satisfactory or below. There is still much room for improvement in the future.
Investigations
on the reasons for restricting tourists' night travel experience show that
49.4% worry about safety, 38.8% need to rest during the day, and 25.8% are
inconvenient at night. Night safety and tourist rest have become the main
factors limiting night travel.
2. Young and
middle-aged couples, family night tours are the mainstream
Special
survey data shows that couple outings and family parent-child outings have a
higher demand for night experience, accounting for 31.8% and 31.2%,
respectively; friends traveling and group travel are in the middle, accounting
for 17.2% and 11.6%; business travel and individual travel Night experience
needs are minimal.
From the
age level, the night travel spending of the 80 and 90 middle-aged and young
groups represented by 18-24 and 25-34 is the highest. The young and middle-aged
group is the main body of couples traveling and family parent-child traveling,
and is also a group with higher incomes willing to pay for higher-quality
tourism. The cost of night tours is also at a high level.
Special
survey data show that the nighttime peak hours of 6-10 o'clock, accounting for
77%; 11-12 o'clock and 23% after 12 o'clock. From the perspective of the length
of the night tour experience, there are the most tourists willing to experience
3-4 hours, accounting for 48.1%, the proportion of 1-2 hours is 27.5%, the
proportion of 5-6 hours is 17.1%, and the experience is more than 7 hours
Accounting for 7.2%.
3. Night
tourism is in short supply and tourism investment is poised
1) There is
room for improvement in the proportion of night tour products and investment
scale
From the
perspective of demand, more than 71% of the surveyed companies expect that the
demand for the night travel market will continue to be strong or very strong.
From the
perspective of supply, of the 657 tourism companies participating in the
survey, 72.99% of the tourism companies provided less than 30% of the night
tour product category, and 79.24% of the tourism companies had less than 30% of
the night tour product revenue. It can be seen that there is still a lot of
room for improvement in the quantity and quality of night game product supply.
The
special survey data shows that of the 657 tourism companies participating in
the survey, night travel product investment scale accounts for 23% of the
companies, 6% -10% companies account for 28% of the investment scale, 10% of
the investment scale -20% of enterprises accounted for 26%, and companies with
investment scales over 30% accounted for 22%. In terms of investment models, tourism
companies are more inclined to cooperate with the government (30.7%) or with
other domestic enterprises (32.6%), wholly-owned (18.7%) or with foreign
companies (9.1%). Second, 7.9% of companies are willing to cooperate with
universities or Scientific research unit cooperation.
From the
perspective of the supply side of night tour products, the investment, number
of products, and profitability of tourism companies in the night tour sector
are significantly different from the daytime products. However, under the
background of strong tourist demand, more companies are targeting the night
tour market. Has a promising market prospect and is willing to increase
investment and quality investment in the future. The upgrading of tourist
experience requirements will promote the quality of night tours, and the night
tourism market has huge potential.
2) The
prospect of night travel is generally promising, and the night travel
environment needs to be improved
Special
survey data show that nearly 60% of tourism companies believe that the future
night travel market will increase by 10% -20%, and more than 30% of companies
believe that the night travel market will increase by more than 20%. Based on
the unanimous optimism of the prospects of the night travel market, 81% of
enterprises are willing to expand their investment.
According
to predictions, in the future, night leisure facilities and atmosphere, food /
night markets, and experiential activities will be hot spots for investment in
the market. The improvement of the quality of these investment hotspots
requires the concerted efforts of all sectors of society to continuously
improve the leisure infrastructure, create a cultural environment with
temperature and characteristics, ensure the safety of tourists' personal property,
food safety, and comprehensively improve the tourist experience.
4. Conclusion
China
Tourism Research Institute ’s special research on the night travel market shows
that the current night travel market with couples traveling and family
parent-child travel as the main consumer is in strong demand, but it is
restricted by security issues, traffic conditions, and product richness. There
is still much room for improvement in product supply in terms of category,
quality, and investment strength. It is expected that in the future, tourism
companies will have more enthusiasm and resources to invest in the night
tourism market. Enterprises, governments and society will work together to
improve the quality of night tourism services, continuously improve the night
experience of tourists, and continuously meet the needs of the people for a
beautiful holiday and a beautiful life.
Water park equipment from Haisan
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