•Market structure of outbound passengers •出境客源结构
•High-end passengers •Middle class •consumers
•Mass consumers
•From three major generating areas •三大客源产出地
中国出境旅游市场营销
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2021年2月19日星期五
•The development of China outbound tourism
•中国出境旅游发展
学习改变命运,知 识创造未来
中国出境旅游市场营销
•The development of China outbound tourism
•营销中国出境游，要了解中国，了解 中国文化，了解中国人的习惯。
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中国出境旅游市场营销
•China has an unique culture of numbers.
•中国有独特的数字文化
•Some Chinese dislike the number of 4, because it’s pronounce is similar to death. They like the number of 6, it sounds like lucky. They also favor 8, since it sounds like fortune. Sometimes Chinese passengers will get annoyed when they are assigned to stay on the 4th floor of a hotel. They may ask for a change. “ When in Rome, do as the Romans do.” The Disneyland Hong Kong follows this. The Disneyland Hotel does not have 4th floor. The restaurant has a floor space of 888 square meters. Another example is a popular tour to Queensland, Australia. Passengers will stay in Hotel Palazzo Versace on Gold Coast, then board the cruise “ Sun Lover” to see the Great Barrier Reef, a world heritage, and spend some time on Dolphin Island. The package price is 18,888 Yuan (about $ 2,300)
should be paid to the changes taking place in these groups. •随着出境市场的不断发展，出境游客的特点，越来越难以简单概括 。总体上，中国出境游客是一个带有成长性特点的消费群体。但这 个群体正在发生着值得引起足够重视的变化。
•Firstly, attention should be paid to the differences of consumption of passengers.首先，游客的消费差异越来越值得重视。
中国出境旅游市场营销
•Distribution of outbound passengers •出境旅游客源分布
•Heilongjiang
•Xinjiang •Tibet
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•Jilin
•Liaoning
•Gans u
•Qinghai
•Inner Mongolia
•Beijing
•八月十五吃月饼，春节吃饺子； 过生日吃面条…
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•Cruise tours •toEucroslogical •Museum tours •Art tours …. •Culture exploration •Holiday tours •Incentive travel
•生态 •运动
旅游 旅游
•探
•乡
•朝
险旅 村旅
圣旅
游
游
•休 •会议/
闲度 奖励
•观光旅游
•城市旅游
•Big volume
•Low spending •流量大 消费低
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中国出境旅游市场营销
•It is imperative to understand China, Chinese culture and custom of the Chinese people in order to do marketing on the outbound business.
•From three major generating areas and provincial capitals. •三大客源地、省会城市
•From all over the country •全国
学习改变命运,知 识创造未来
中国出境旅游市场营销
•As the outbound market develops, it is more and more difficult to
•In the second place, attention should be paid to regional difference. •其次，游客的地域差别越来越值得重视。
•
•Thirdly, due attention should be paid to the differences of demands of passengers.再次，游客的需求差异越来越值得重视。
•中国出境旅游发展情况
•Million •百万人次
•资料来源：《中国旅游统计年鉴》 学识习创改造变未命来运•,S知ource:< China Tourism Statistics Almanac >
中国出境旅游市场营销
•Structure of outbound passengers •出境游客结构
•中国人喜欢喝茶，外出旅游时，喜欢饭店客房有热水，能 泡茶。再譬如，早餐喜欢有粥、咸菜、面条、馒头。中晚 餐喜欢有米饭、馒头等。喜欢热牛奶，而不是冷牛奶。
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中国出境旅游市场营销
•China has her own custom.
•中国有独特的习俗
•On the 15th of August by lunar calendar, it is the Moon Festival, when the Chinese will eat moon cakes. The full moon and round moon cakes symbolize family reunion and happiness, which is the ideal of the Chinese for thousand of years. On the Spring Festival, which is the New Year’s Day by lunar calendar, people will eat dumplings. Long noodle is prepared on birthday, which symbolizes longevity. If hotels and restaurants in the ADS could make such preparations for their Chinese guests and the careful hosts could offer some noodle for their guests who happen to have their birthdays there, it will be a surprise for the guests and they will not forget it.
•中国人忌讳4，喜欢6，喜欢8。
•.
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中国出境旅游市场营销
•China has a unique culture of cuisine.
•中国有独特的饮食文化
•For example, the Chinese like tea. When they are staying in a hotel, they hope that hot water is provided to make tea. For breakfast, they would be happy if they can have congee, pickles, noodle and steamed bread. For lunch and dinner, they prefer rice and steamed bread. They like hot, not cold, milk.
is small 流量小 •Spend a lot 消费高 •Growth quickly 增长快
•Middle volume 中等流量 •Middle spending 中等消费 •Growth quickly 增长迅速
•Sightseeing •City travel
•2004
•1993
学习改变命运,知 识创造未来
•资料来源：《中国旅游统计年鉴》 •Sou中rc国e:<出C境h旅ina游T市ou场ris营m销Statistics Almanac >
•The distribution of China outbound passengers
•中国出境游客分布
学习改变命运,知 识创造未来
•Guangxi