2017年-数据局_TripAdvisor：2017“丝绸之路”旅行趋势数据_7页_3mb

TripAdvisor Travel Trends for the Silk Road 2017 Summary

Core Content

The TripAdvisor Travel Trends for the Silk Road 2017 report provides insights into global travel research and consumer behavior related to the Silk Road region. It highlights the most researched countries, the nationalities most interested in the Silk Road, and the preferences of travelers when planning trips. Additionally, it discusses the role of TripAdvisor in promoting travel and the UNWTO Silk Road Programme, which aims to enhance sustainable tourism development along the historic Silk Road.

Top 10 Silk Road Countries by Research Volume

The following list shows the countries most researched by global travelers on TripAdvisor in 2016:

1. Italy
2. Spain
3. Japan
4. Greece
5. Indonesia
6. Turkey
7. Russia
8. China
9. Croatia
10. South Korea

Top 10 Nationalities Researching the Silk Road

The nationalities most interested in researching the Silk Road in 2016 were:

1. Italy
2. Spain
3. United Kingdom
4. Japan
5. United States
6. Russia
7. Germany
8. France
9. China
10. Turkey

TripAdvisor Travellers' Choice Winners

TripAdvisor awarded the following categories in 2016:

• 2,689 Hotel winners
• 92 Beach winners
• 44 Island winners
• 130 Destination winners

Certificate of Excellence 2016

In 2016, the following businesses received the Certificate of Excellence from TripAdvisor:

• 34,560 Accommodation recipients
• 21,388 Attraction recipients
• 69,506 Eatery recipients

Top-Rated Silk Road Countries

The highest-rated Silk Road countries, based on TripAdvisor bubble ratings (out of 5) in 2016, included:

• Baku, Azerbaijan
• Eilat, Israel
• Las Palmas de Gran Canaria, Spain
• Tbilisi, Georgia
• Malaga, Spain
• Kiev, Ukraine
• Kaliningrad, Russia
• Bologna, Italy
• Bucharest, Romania
• Jeju, South Korea

Traveler Preferences and Behaviors

• 61% of respondents expressed interest in exploring ancient Silk Road cities.
• 58% were interested in visiting UNESCO World Heritage Sites along the Silk Road.
• 44% wanted to try local Silk Road gastronomy.
• 39% were interested in attending local festivals and events.
• 39% wanted to visit art galleries and museums.
• 29% were interested in visiting the world's oldest wine regions.
• 16% wanted to travel with nomads and stay in yurts.
• 11% were interested in hiking in the Pamir Mountains.

Consumer Survey Insights

A consumer survey conducted in February 2017 by TripAdvisor, involving 15,711 respondents, revealed:

• 47% of travelers would be more likely to visit the Silk Road if they could obtain a single tourist visa for Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan.
• 46% would visit the Silk Road as part of a tour, while 39% would travel with family, 29% with friends, and 21% as solo travelers.

Spotlight on China

China is a key player in the Silk Road travel market. By 2030, 49% of global passenger traffic will be within the Asia-Pacific region or between APAC and the rest of the world, with 40% of that coming from China. The emergence of Free Independent Travellers (FITs) in China is notable, with the following characteristics:

• 89% are aged 18–44
• 44% earn $3,117 or more per month
• Their travel motivations include rest and relaxation (56%), nature, culture, and history (47%), and shopping (42%)

Tips for Businesses

To maximize their presence on TripAdvisor, businesses are encouraged to:

• Encourage travelers to leave reviews
• Monitor and participate in forum discussions
• Add photos and videos
• Use TripAdvisor content
• Leverage stickers, Travellers’ Choice awards, and Certificate of Excellence recognitions

UNWTO Silk Road Programme

The UNWTO Silk Road Programme is a collaborative initiative involving 33 UNWTO Member States aimed at:

• Enhancing sustainable tourism development along the Silk Road
• Maximizing benefits for local communities
• Stimulating investment and promoting conservation of heritage
• Fostering cooperation among stakeholders
• Creating a seamless and memorable travel experience

TripAdvisor Overview

TripAdvisor is the world’s largest travel site, offering 465 million reviews and opinions across 7 million accommodations, restaurants, and attractions. It provides travel planning features, including checking over 200 websites to find and book the lowest hotel prices. TripAdvisor reaches 390 million average unique monthly visitors in 49 markets worldwide.

Additional Information

• TripAdvisor has been an Affiliate Member of UNWTO since 2015
• The report is sourced from comScore Media Matrix (November 2016) and TripAdvisor log files (Q3 2016)
• The data includes insights from a consumer survey of 15,711 participants in February 2017