凯络中国-重返国际市场的中国游客-2023.9-41页_5mb

报告摘要

Time Frame: Analysis covers period from 2019 to 2023, with emphasis on travel and tourism-related consumer activity and media practices.
Growth Trends: Significant increases detected, including +300%, +700%, and high growth rates (+145%) in key metrics throughout 2023 compared to earlier years.
Main Themes: Consumer journey influenced by media touchpoints, focusing on psychographic and demographic segmentation; media strategies prioritize DTC and KOLs to drive engagement.

Groups defined by demographics and behaviors: Young Initial Tourists (e.g., ages 21-30), Elite Connoisseurs (e.g., ages 35-40, affluent users), Family Joy (e.g., family-oriented, aged 36-40), and Shining Silver (e.g., older, 50-55 years).
Media Preferences: Young audiences often use social media and UGC content (e.g., vlogs, Bilibili), while higher-income groups favor premium platforms and DTC brands.

Dominated by direct-to-consumer (DTC) and key opinion leader (KOL) channels, supported by social media platforms like Instagram, Naver, and KakaoTalk.
Examples include DTC launches like BOSS 4000 (2023), KOL collaborations with brands like Hello Kitty and Airbnb, and events such as JDG drive (2023).
Impact on Decision-Making: Media touchpoints target key influences in consumer journeys, e.g., travel planning and purchase decisions.
Data-Driven Insights: Utilizes tools like ADPower, CCS, and Quest Mobile for analysis.

Notable boosts in 2023 Q1-Q2, with DTC and KOL strategies showing substantial ROI, as seen in activities from January 2023 onward.
Specific cases: Growth attributed to targeted campaigns, media engagement, and consumer feedback mechanisms.
Data sources and metrics provided by CCCL, Quest Mobile, and other partners; statistical variations confirmed across different age groups and regions.

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