2017 Internet+City Tourism Big Data Report

Transcription

1 Tecent Tourism 2017 Internet+City Tourism Big Data Report Ye Chen Ph.D 1

2 The development of China tourism is keeping pace with the world According to a report from UNWTO, the combined contribution of tourism on China GDP is 11%, the combined contribution of tourism on China employment is beyond 10%, which is close to the world average level. Tourism industry has become the new engine of China economy growth. 10% 7% Source:UNWTO Tourism Highlights

3 Internet+City Tourism Big Data Report: An overview of China cities' toursim development The characteristics of China city tourism. The characteristics of China cities' tourists. In the big data era, what do we use to monitor the tourism flow between cities and to better serve tourism management. 3

4 1 Overview of China city tourism 1 Dual structure of China city tourism 2 The tourism of three metropolitan areas in China 3 A breakthrough of Destinationoriented Tourism in cities 4

5 1 Dual structure of China city tourism: Urban tourism is predominant in volume The domestic travelers are 2.54 billion in first half year of 2017, in which 1.76 billion are urban travelers, accounting for 69.3% of the total number, and the rural travelers are 0.78 billion, accounting for 30.74% of the total number. The domestic tourism receipts is 2170 billion RMB, in which urban travelers' consumption is 1710 billion RMB, accounting for 78.8% of the total consumption, and rural travelers' consumption is 460 billion RMB, accounting for 21.2% of the total consumption. 30,74% 21,20% 69,26% 78,80% Urban travelers Rural travelers Urban travelers's expenditure Rural travelers's expenditure Domestic travelers' number in China Domestic travelers' consumption in China Data source: China National Tourism Data Center 5

6 2 Three big city tourism areas in China: Important destinations and tourist-source market Beijing-tianjin-hebei region, Yangtze river delta and pearl river delta metropolitan areas are political, economic, technological and cultural centers of China and they are the developed tourism industry areas as well. In 2014, the three metropolitan areas have domestic and foreign arrivals 2.2 billion, the total tourism receipts is 3120 billion RMB, accounting for 58.85% and 92.21% that of China respectively (Tang & Lu,2017). Beijingtianjinhebei region Pearl river delta Yangtze river delta 6

7 3 A breakthrough of Destination-oriented Tourism in cities Destination-oriented Tourism development has been China national strategy. The China National Tourism Administration has announced 500 national destinationoriented demonstration regions, in which there are 100 cities at prefecture level and above. Cities have advantages in infrastructures, public services, human resources, tourists' consumption capacity etc., so we think a breakthrough of Destination-oriented Tourism will happen in cities firstly. national destionationedoriented demonstration regions 7

8 2 City tourists' pictures 1 Who are they 2 What do they pay attention to 3 Their destination choices 8

9 1 Who are they Gender Percentage Female 46.22% Male 53.78% Percentag Eduaction e Primary school 6.26% Junior high school 15.59% High school 11.95% College 6.24% Bachelor 54.51% Master 4.20% Doctor 1.25% Age Percentage 0-4 0% % % % % % % % % Above % Status Percentage married 62.05% unmarried 27.50% infant & mom 18.24% Children in primary school 17.67% in love 13.00% Children in junior high school 6.30% newly-married 4.51% Children in high school 3.35% pregnant woman 1.36% sample:338 higher than prefecture-level cities in China;Date sournce: Tecent tourism 9

10 2 What do they pay attention to China city tourists pay more attenion to Where to go City tourists pay attention to destination information most, followed by information regarding hotel, travel agencies and tourism entrance ticket. City tourists pay attention to travel guides least. Date sournce: Tecent tourism 10

11 The most concerned advertising information is Where to live for China city tourists The most searched advertising information by city tourists are hotel related information, followed by travel agencies and air ticket booking. Date sournce: Tecent tourism 11

12 3 Their destination choices Which domestic destination gets more thumbs-up? Top 20 Destinations Top 20 Destinations 1 Sanya 11 Qingdao 2 Xiamen 12 Hangzhou 3 Lijiang 13 Xi'an 4 HongKong 14 Lhasa 5 Taipei 15 Xining 6 Jiuzhaigou 16 Shanghai 7 Guilin 17 Suzhou 8 Beijing 18 Nanjing 9 Chengdu 19 Dali 10 Macao 20 Shangri-La Date sournce: Tecent tourism 12

13 Which foreign destination gets more thumbs-up? O verseas destination Percentage Others 24.47% Japan 20.60% Thailand 20.24% Korea 18.81% America 11.10% Indonesia 6.74% Malaysia 5.78% Singapore 5.11% Vietnam 4.35% Russia 4.34% France 4.31% Germany 4.00% Italy 3.48% Australia 3.34% Britain 2.90% Canada 2.49% United Arab Emirates 2.38% Mongolia 1.16% Portugal 1.13% India 1.10% Myanmar 0.57% Kazakhstan 0.55% Sudan 0.42% Brazil 0.37% Algeria 0.22% Nigeria 0.15% Date sournce: Tecent tourism 13

14 3 City tourism monitor 1 City tourism thermodynamic chart 2 City tourist flow monitoring 3 City tourism attractions monitoring 14

15 1 City tourism thermodynamic chart: different waking up time The Palace Museum in Beijing VS. Yungang Grottoes in Datong 5 AM. 7 AM. 12 AM. 10PM. Date sournce: Tecent big data of location Cities are waked up by tourists at different time(beijing in 5 o'clock, and Datong in 7 o'clock Monitor cities' tourism dynamic, the tourists fastigium etc. traffic flow controlling, security warning 15

16 2 City tourist flow monitoring: Where do tourists go? Date sournce: Tecent big data of location Monitor tourist-generating cities(destination cities) in real time, and monitor the tourists bidirectional flow Dynamic tourists' management, cooperation between cities, tourism transportation optimization 16

17 3 City tourism attractions monitoring Tourist visiting rate is 40% in the Summer Palace in Beijing. Tourist visiting rate(beijing) Summer Palace Beijing Botanical Garden Yuyuantan Park Green Dyke Park Tourist visiting rate is 19% in the People's Park in Shanghai. Taoranting Park Tourist visiting rate(shanghai) Date sournce: Tecent big data of location 17

18 Optimize allocation of cities resources through We use Utility Rate of Space( visitors' number/ areas ) to evaluate a park's service situation. We found that the small parks have a higher utility rate of space, but the big parks have a lower one. Big cities always have limited space today. Building small parks is a better choice. monitoring CBD historical and cultural park Zhongguancun Central Greenland Huatai Insurance Greenland Wanshou Park Madian Park Beijing Botanical Garden Taoranting Park Kangzhuang Park Yuyuantan Park Summer Palace Chaoyang Park Guta Park Olympic park Green Dyke Park Beixiaohe Park Nanhaizi Country Park Low Date sournce: Tecent big data of location Utility rate of space High Working day Weekend Areas of the park (ha.) 18

19 4 About Tianjin tourism 1 An overview of Tianjin tourism 2 The opportunity and future of Tianjin toursim 19

20 1 An overview of Tianjin tourism Tianjin steps into a stage of transformation and upgrading Indicators Indicators of Tourism Development in Tianjin Year 2005 Average annual growth rate The growth of service industries accounts for 52.2% of the Tianjin's GDP in It is the first time that the proportion of service industries in GDP is bigger than that of secondary industry. Tianjin is transforming from manufacturing city to commercial and trade city Average annual growth rate 2015 No.(10 inbound thousand) % % tourists Receipts (100 million $) % % No.(10 Domesti thousand) % % c tourists Receipts (100 million RMB) % % 2588 Total No.(10 thousand) % % Total Receipts (100 million RMB) % % Date sournce: Tianjin Tourism Administration 20

21 2 The opportunity and future of Tianjin toursim The One Belt and One Road Initiative and Tianjin pilot free trade zone will promote Tianjin tourism Opening wider to the outside world Strengthen cultural exchanges with other countries Integrate into the international tourism market 21

22 Build extensive tourisn destination based on the Beijing-tianjinhebei collaborative development of national strategy According to Outline of the beijing-tianjinhebei collaborative development plan, Tianjin is one of the core cities in this collaborative development district. Tianjin would strengthen cooperatation with Beijin and Hebei in information sharing, marketing and tourists' service, and build a extensive tourisn destination. 22

23 Construct a destination-oriented tourism layout One belt: The Beijing-Hangzhou Grand Canal- Haihe river belt is the spirit of Tianjin. One coast: Coastal leisure tourist area is modern characters of Tianjin. One mountain: Panshan mountain ecological leisure tourist area is natural entertainment of Tianjin. One culture: the folk-custom and history is personality and gene of Tianjin (former residences, Western-style buildings, Clay Figure Zhang, cross talk, localism etc.). Sournce: Tianjin Tourism Administration 23

24 The end. Thanks for your attention! Tecent Tourism 24