The Baidu Data Research Center and the National Tourism Administration Information Center jointly released the 2014 China Tourism Baidu Index Report at the Shanghai New International Exhibition Center. The report data covers the search records of Baidu's PC and wireless terminals on Baidu from January to October 2014, including searching for specific attractions and general information about restaurants, accommodation, transportation, shopping, and entertainment. As China's largest search platform, Baidu Search connects people and services, and Baidu Search covers 212 million travel netizens. Through Baidu index analysis, objective observation and trend judgment of China's tourism market can be realized.
Relevant person in charge of Baidu Data Research Center said that this report focuses on the analysis of consumer demand behavior from the perspectives of wireless search and tourism relations, analysis of source and destination, attractions categories and tourism projects. It is hoped that this market report can provide a reference for the reform and development of the tourism industry and better meet the needs of the people's consumption upgrade and quality of life.
According to the 2014 China Tourism Baidu Index Report, there are four major trends in China's tourism market in 2014:
First of all, wireless boosts the overall popularity of travel search. The average daily search index for tourism from January to September 2014 was 15.7 million, an increase of 23% over the same period last year. Among them, the “11th” long vacation is the most prosperous, and the search fever is higher than several other long vacations, while increasing by 32% compared with the same period last year.
On the wireless side, the year-on-year growth rate of the wireless-end tourism index in July reached 50%, and the other year-on-year growth rates were above 37%. The year-on-year growth rate of the PC side remained only around 10%. In wireless search, tourist destination names, traffic maps, and tourist guides have become the focus of search. It can be said that the rapid growth of wireless-related travel-related searches has driven the overall enthusiasm of the industry.
"In the era of the mobile Internet, smartphones have transformed the travel industry. Mobile search is now more convenient. At that time, it was more convenient to do a walk-in tour and find attractions. It was more convenient to travel and the market opportunity was greater. "The head of Baidu Data Research Center said.
Second, inter-provincial tourism is the mainstay, and search accounts for up to 70%. The same-city tourism taking the city's attractions as the destination accounts for only 5%, of which Shandong, Guangdong and Zhejiang are the top three tourist destination provinces.
Of the 10 most visited destination cities, 7 are in the south. The northern tourist route is centered on Beijing, and there are many popular tourist destination cities in the south to choose from.
Third, parks and amusement parks drive new vacation and leisure projects. The search index for leisure and entertainment attractions represented by parks, amusement parks and seaside islands has increased by more than 25% compared with last year. Female netizens are the main groups of three types of vacation and leisure tours in parks, amusement parks, folk customs and shopping and entertainment.
It is worth noting that in park tourism, amusement parks, underwater worlds, and zoos are the most popular three types of parks. Happy Valley, Fangte, and Chimelong are more popular than Disney, and domestic tourism brands have surpassed foreign brands. However, the head of Baidu Data Research Center believes that this phenomenon may change after the opening of Shanghai Disneyland in 2015.
Fourthly, the tourism around National Day is heating up and diversified. During the small holiday, more netizens chose to travel around and take a day trip. The search traffic during the National Day seven-day holiday was huge, and the Golden Week scenic spot became the hottest travel news topic. Among them, searching for nearby foods and attractions anytime and anywhere, driving the wireless search share to 60%.
The report also pointed out a special phenomenon, the National Day travel search fever appeared on the second day, rather than before the holiday. This highlights the characteristics of mobile Internet inquiries and searches anytime, anywhere. People only search and inquire according to their needs until they choose, book, or buy. "Stop and go, stop and stop, you can change your plan at any time. This is mobile Internet." Great benefits for tourists. "Said the head of Baidu Data Research Center.
In addition, the report also released the popular rankings of "Overseas Popular Destination Countries", "National Day Seven-Day Overseas Popular Attractions", and six types of attractions including famous mountains and rivers, parks and amusement parks, and cultural landscapes.
Regarding this report, the relevant person in charge of the National Tourism Administration Information Center said that the trend of individualized tourism in the domestic tourism industry is becoming more and more obvious, and it is becoming more and more difficult to collect data on tourists' travel itineraries, tourist points of interest, catering and accommodation. Baidu Data can easily solve this problem. In addition, tourists will also formulate travel plans through a large number of search behaviors before travelling. Baidu data also issues early warnings to popular destinations and attractions before the tourist season, and local governments and tourism companies can prepare in advance according to the warnings. (Responsible editor: admin)