SILK ROAD. A view from the world
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- Mariah Strickland
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1 1 SILK ROAD A view from the world
2 RESPONDENT PROFILE International news consumers from BBC s global panels; Travellers from UNWTO s tour operators database 32% 68% 51 years US$2,160 per person GENDER AGE HOLIDAY SPENDING 2
3 RESPONDENT GEO LOCATION All have plans to travel aboard in the next 3 years Canada 9% US 12% Western Europe Eastern Europe 6% 30% 2% Middle East 2% S Asia 4% Other Asia 2% NE Asia South America Africa 5% 5% SE Asia 9% Oceania 8% 3
4 HOLIDAY PLANS 68% surveyed said they re interested in visiting ASIA international travellers would visit WORLD HERITAGE SITES 80% 69% of AMERICANS said they would visit these sites How likely are you to consider Asia as a holiday destination in the future? Which, if any, of the following types of activities do you do when on holiday? 4
5 HOLIDAY PLANS (cont d) 81% Visiting cities 74% Visiting museums and galleries 50% Going to the beach 45% Walking tours 42% Going shopping How likely are you to consider Asia as a holiday destination in the future? Which, if any, of the following types of activities do you do when on holiday? 5
6 IMPORTANT FACTORS when considering a holiday abroad Safety Cost to travel 88% 87% said it s IMPORTANT To what extent are the following attributes important to you when considering a holiday overseas? 6
7 IMPORTANT FACTORS (cont d) when considering a holiday abroad 80% good transportation 69% range of activities 45% visa exemption 64% wide variety of cuisine 41% family friendliness To what extent are the following attributes important to you when considering a holiday overseas? 7
8 TRUSTED SOURCE when considering a holiday abroad The Internet Guide Books TV Travel Show WOM/ Friends 9 in 10 1 in 2 1 in 4 1 in 5 Which sources do you usually use when generating holiday ideas including researching holiday and travel destinations? 8
9 THE SILK ROAD have heard of the 88% Silk Road 46% would consider visiting Female travellers are more likely than male travellers to consider visiting the Silk Road Have you heard of the Silk Road? How likely are you to consider the Silk Road as a holiday destination in the future? 9
10 CHINA IS MOST LINKED TO THE SILK ROAD China Kazakhstan Turkey Mongolia Iran Uzbekistan Turkmenistan Tajikistan Kyrgyzstan Azerbaijan Iraq Pakistan Syria Armenia Italy Russia Georgia Greece Egypt Saudi Arabia Bangladesh Ukraine Bulgaria Israel Japan Croatia Albania Korea S Spain Indonesia San Marino To your knowledge, which of the following countries are associated with the Silk Road? 10
11 ATTTRACTING INDEPENDENT AND PACKAGE TRAVELLERS 56% Individual 44% Packaged Tour How would you plan your trip to the Silk Road? 11
12 SILK ROAD IMPRESSIONS HISTORIC CULTURAL INTERESTING Which of the following words would you use to describe your current impression of the Silk Road? 12
13 ATTRACTIVE ACTIVITIES ON THE SILK ROAD Visit the Terracotta Warriors and Horse Museum in Xian Visit ancient ruins and tomb sites Tour historical mosques and temples Follow in Marco Polo's footsteps and visit various towns along the ancient Silk Road Visit the last stop of the Great Wall- Jiayuguan Below is a list of activities that tourists can take part in/places that tourists can visit along the Chinese section of the Silk Road. How appealing do you find each of these activities/places? 13
14 WHAT ATTRACTS YOU TO SILK ROAD? Ever since I read Marco Polo's wonders book I've been dreaming of the silk road. The point is a cost of such a trip. - Female European traveller Because it offers a diversity of sights, sounds, tastes and culture to experience. - Male Canadian traveller If cost wasn't a factor, the Silk Road sounds very interesting, and to combine it with the Great Wall and the Terracotta Warriors would be extremely attractive. - Female American traveller Taking into account what you now know about the Silk Road, if the cost wasn t important how likely would you be to consider the Silk Road as a future holiday destination? Why? 14
15 WHY NOT CONSIDER THE SILK ROAD? Other more appealing destinations Safety concerns Cost to travel Not interested Taking into account what you now about the Silk Road, how likely would the following factors inhibit your choice to travel to the Silk Road Region? 15
16 DIFFERENT STROKES strategies to attract international travellers 16
17 European Travellers Experience the hottest place in China American Travellers Watch a Lanzhou ramen performance Indian Travellers Visit the largest ancient pagoda in Xinjiang Oceanian Travellers Visit ancient ruins and tomb sites 17
18 PORTRAY THE SILK ROAD AS FUN EXCLUSIVE QUIET To North Americans To Europeans To Asians 18
19 PORTRAY THE SILK ROAD AS EXCLUSIVE SAFE LUXURIOUS To Young Travellers To Golden Age Travellers To Female Travellers 19
20 IN SUMMARY Nearly 70% of all surveyed expressed interest to visit WORLD HERITAGE SITES in upcoming holidays 1 in 4 surveyed get holiday ideas from TV TRAVEL SHOWS; 1 in 5 rely on WORD OF MOUTH and recommendations from friends Closely associated with China, the Silk Road is a well known destination with rich HISTORIC and CULTURAL characteristics COST and SAFETY are key factors to consider a destination but also top reasons that deter travellers from visiting the Silk Road Tailor your marketing message to attract DIFFERENT types of tourists to meet the needs of today s diverse and discerning travellers 20
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