Hunan Cultural Tourism Big Data Center
Value, vision and influence
Note: the heat index, and ranking referred to in this report is to point to in from weibo, APP, web pages, news, WeChat, video, BBS, electronic newspapers, blogs, and the Internet media q&a, on the basis of large data were collected for a specific classification of information, according to the principle of standardized calculation, it is concluded that the reflect the index of its popularity in the network, heat index of numerical range of 0-100; The calculation method in part 1-4 is exactly the same, which can be compared horizontally. In Part 6-8, considering the particularity of each platform, the data weight of some diameters is adjusted based on facts under the unified calculation method. All data are from The Appes data platform.
On February 5, the national development and reform commission issued a document, aiming at 39,000 travel agencies across the country, issued the policy of "temporarily withdrawing part of the quality guarantee fund for tourism service". By February 25, 35,200 travel agencies had suspended quality retention money, and 3.462 billion yuan of quality retention money had been refunded, effectively easing the pressure on the cash flow of tourism enterprises.
Hunan provincial culture and tourism and huarong xiangjiang river bank jointly issued "on the use of good monetary policy tools to do a good job of cultural tourism enterprise financial support of notice, by insisting on policy guidance, provide exclusive credit products, formulate the measures of the exhibition, extension open green channel, implement preferential rates, abundant financing precision ShiCe, increase financial support for cultural tourism enterprises.
Tourism, which is characterized by human mobility and aggregation, has been hit hard by the epidemic. On the one hand, the tourism industry must give top priority to epidemic prevention and control, and take strict measures to prevent the spread of the epidemic at home and export abroad. On the other hand, on the premise of scientific assessment of the impact of the epidemic, all parties in the tourism industry should take effective measures to eliminate the short-term negative impact and promote a new round of reform and opening up of the tourism industry, so as to achieve the long-term goal of high-quality development.
1. Tourism intention survey report of consumers after the epidemic (March)
(1) Travel itinerary changes during the epidemic
In this survey, 1,115 complete questionnaire samples were collected, covering 4 first-tier cities, 14 new first-tier cities and 26 second-tier and below cities. More samples were collected from people born in the 1980s and 1990s.
A total of 77 percent of respondents canceled travel trips due to the epidemic, 88 percent cancelled or postponed trips, with 30 percent canceling their trips before the travel suspension and 4 percent postponing their trips before the travel suspension.
(2) Tourists' intention to travel after the epidemic
After the suspension of travel, with news of a worsening epidemic and news of an outbreak abroad, Chinese people have been isolating themselves at home and working remotely. For outbreak when can fully recover, the survey found most of the research object of duration of epidemic diseases with similar expectations, 82% of research object think outbreak first four to six months in the second quarter will be fully restored, thinks that the party more than half of the research object in recovery between 5 to 7 months, and the month of June is the most promising.
In addition, 1) Compared with the post-1980s generation, the post-1990s generation is more willing to believe that the epidemic will recover earlier. 2) Domestic travelers and those without travel plans were more optimistic. 3) Single people and families of four are more optimistic than other family structures.
2. The impact of the epidemic on tourism concept
1) Post-Epidemic Tourism Intention Survey Report
The survey found that coVID-19 has made more people realize the importance of spending time with their families, and people cherish the time with their families more. 35% of respondents believed that spending more time with their families was the greatest comfort, followed by a quarter of respondents that their cooking skills had been improved during the epidemic, and 15% thought that they would pay more attention to healthy living habits and kanglv's products and locations in the future.
In terms of age, the post-90s generation will have more tourism budget, which comes from the tourism budget not spent during the epidemic period. Compared with the post-80s generation and the post-70s generation, they pay more attention to the tourism products and destinations.
The concept of tourism will change with the change of the epidemic. At present, 49% of the respondents expect to travel, 12% dare not to travel, 7% do not plan to travel, and 4% have no change of the concept of tourism, despite some concerns about traveling.
2) Measures such as travel booking, ticket booking and time-sharing Tours will be introduced
According to the text brigade headquarters and country WeiJianWei jointly issued by the affairs about the scenic spots open epidemic prevention and control and the safe and orderly work notice, scenic spots build further improve the system of appointment, scenic spots received visitors shall not exceed 30% of the maximum bearing capacity of check and ratify, carry out period of time to visit the booking, guide the visitors into the garden, peak travel between.
The introduction of measures such as "booking tour, ticket booking and time-sharing tour" not only ensures the restriction of flow in scenic spots, but also avoids the congestion of tourists. At the same time of considering the economy, safety and experience, it enables everyone to "enjoy, enjoy and return with pleasure".
3. Pay attention to the international impact of the epidemic on tourism
As of 30 March 2020, coVID-19 has broken out in more than 100 countries, with more than 700,000 confirmed cases and more than 33,000 deaths. Many countries have implemented border closures or travel bans of varying degrees.
The original demand for outbound tourism will be transformed into domestic tourism and even peri-urban tourism, as well as cosmetics, the largest category of shopping consumption for outbound tourists in Japan and South Korea. Some of the demand may also be transferred to local Chinese brands. Based on this background, big data can be used to do a good job in the special analysis of the resumption of work and production in the tourism industry, the detection and early warning of key regions, and the detection of returning population, etc. At the same time, the conditions and necessities for the resumption of work and production of tourism practitioners in different regions, fields and scales can be comprehensively evaluated, and guidelines for the resumption of work and production in different zones and segments can be formulated.
4. Changing consumer habits in the tourism industry
From the point of view of attention and click, the current radius of within 300 kilometers of the city tour, the province has become the first choice for recent travelers. Among them, Ctrip launched the "View + wine" package, including five-star hotels, boutique home stay, villa resort and other package tickets with surrounding scenic spots, the price is 20% to 40% lower than before the epidemic.
In addition, consumers of health tourism, studies tourism, ecological tourism, the participation of live, virtual tourism will have rose sharply, the participation of the virtual tourism will have risen by 35%, the system gains the highest type of tourism demand, but the overall rising will average of only 2.43, is to participate the lowest type of tourism, so future virtual tourism will have a certain market, but is still relatively small, tourists's center of gravity or ground of experience.
5. Mergers and acquisitions in the tourism industry will be on the rise
After the shutdown of investment and financing in the last quarter, the main work of domestic investment institutions has gradually shifted from risk assessment, policy research and project support in the early stage of the epidemic to accelerating investment. Affected by the epidemic, many high-quality cultural and tourism enterprises in China will have strong capital needs, and investment institutions will usher in a short window period.
In addition, since the outbreak of the epidemic, tourism concepts such as intelligent travel, health care, and research and study have become hot again. Some people in the industry believe that these tourism investment concepts will break out after the epidemic.
History has proved that at every critical historical juncture, there are always some people who see farther than others and do faster than others. In the end, the era made them. The year 2020 is destined to be an extraordinary year for the cultural tourism industry. As long as we put a long eye, scientific planning, solid development, it is inevitable to turn "danger" to "opportunity", quickly achieve the comprehensive recovery of the cultural and tourism industry.
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