透视研学游的“冷”与“热”

Core Insights - The summer research travel market is experiencing a "cold" and "hot" phenomenon, indicating a shift in market demand [1][2] - The disparity in market performance is attributed to product quality and consumer experience, with negative feedback leading to decreased interest in certain programs [2] - The current "cooling" phase in the research travel sector presents an opportunity for industry development, driven by improved regulations and diverse consumer needs [3] Group 1: Market Trends - Research travel programs are facing challenges, with some unable to reach the required number of participants and a 60% drop in inquiries for previously popular projects compared to last year [1] - Conversely, certain programs in regions like Qinghai and Guizhou are thriving, offering unique cultural and educational experiences that remain in high demand [1] Group 2: Quality and Consumer Experience - The decline in interest is linked to poor experiences, such as superficial activities, misleading marketing, and safety concerns, leading parents to hesitate in purchasing these programs [2] - To succeed, the industry must focus on enhancing quality and addressing consumer expectations, ensuring that children gain meaningful knowledge and experiences [2] Group 3: Regulatory Environment and Future Opportunities - The industry is witnessing stricter regulations and improved standards, which are essential for fostering a healthier market environment and encouraging innovation [3] - The emphasis on balancing commercial viability with educational value is crucial for the long-term success of research travel programs, as they must provide genuine learning experiences [3]