《Z世代冰雪旅游行为洞察报告2025》发布

Market Structure and Generational Characteristics - Generation Z is becoming the "incremental main force" in ice and snow tourism, with a significantly higher proportion of first-time experiences compared to non-Generation Z, indicating their role as a key driver for market expansion [2][40] - Generation Z's travel behavior is characterized by "broad coverage and shallow experiences," with most preferring to visit 1-2 times and opting for diverse destinations rather than deep stays [3][40] - The primary spending range for Generation Z in ice and snow tourism is between 3001 and 5000 yuan, indicating a shift from niche high-end sports to mass leisure consumption [4][40] - Generation Z prioritizes rigid expenditures, with transportation and accommodation as primary spending items, while being more restrained in discretionary spending like coaching services and equipment purchases [5][40] Destination Selection and Regional Patterns - A dominant regional pattern has emerged, with the Northeast accounting for over 60% of the top 10 desired ice and snow destinations, led by Harbin, with Jilin Province showing new highlights [6][40] - The core flow of ice and snow tourism is characterized by "southern guests heading north," with significant potential customer contributions from southern provinces like Guangdong, Zhejiang, and Jiangsu [7][40] - Generation Z's destination preferences are becoming more diverse, with emerging destinations like Altay in Xinjiang gaining rapid recognition and preference among this demographic [8][40] - Generation Z favors "Instagrammable" locations, while non-Generation Z prefers cities with mature supporting facilities, highlighting differences in destination selection based on shareability versus professionalism and comfort [9][40] Decision Factors and Attraction Analysis - Generation Z focuses on "shareability," while non-Generation Z values "professionalism and comfort," a generational difference that influences destination choice, spending decisions, and experience evaluations [10][40] - The decision-making triangle for Generation Z consists of snow quality, city atmosphere, and cost-effectiveness, which collectively determine the attractiveness of destinations [11][40] - The essence of attraction factors is "experiential, shareable, and memorable," as Generation Z seeks not just skiing but a complete "winter memory" [12][40] - Major pain points for Generation Z include overcrowding, low cost-effectiveness, and insufficient facilities, which are the primary factors limiting satisfaction [13][40] Information Channels and "Grass-Planting" Mechanism - Short videos and content platforms serve as the "dual-core driver" for Generation Z's information acquisition, with platforms like Douyin and Xiaohongshu being far more utilized than traditional OTAs, making "grass-planting" a starting point for decision-making [14][40] - The structural characteristics of "grass-planting" content shift from "destination" to "scene," where atmospheric, immersive, and narrative elements trigger more interest among Generation Z than mere attraction descriptions [15][40] Policy Awareness and Expectations - Generation Z shows a general awareness of policies but primarily receives information passively, indicating a need for a shift from "waiting for people to find" to "proactively pushing" information [15][40] - Discounts on snow tickets and entrance fees are the most widely covered policy types, but there is a misalignment with Generation Z's core demands [16][40] - Transportation subsidies rank as the top demand for Generation Z, with a focus on affordability of access being more important than the cost of activities [17][40] - Generation Z is concerned with "accessibility," while non-Generation Z focuses on "value of experience," reflecting an evolution in needs from beginners to more experienced participants [18][40] Industry Trends and Development Directions - Ice and snow tourism is transitioning from "skiing as a sport" to "winter lifestyle" value enhancement, with Generation Z seeking not just skill improvement but a "shareable and memorable" winter journey [40] - Service supply is shifting from "operating ski resorts" to "curating travel memories," where the ability to help guests create better travel memories becomes a competitive advantage [40] - Creating a "beginner-friendly" atmosphere is key to market expansion, as lowering entry barriers and fostering a welcoming environment can convert more potential users from "wanting to go" to "actually going" [40]