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1.5万元,吃住在北大!研学火爆,“家长肯掏钱”
21世纪经济报道·2025-07-03 12:44

Core Viewpoint - The summer study tour market in China is experiencing a boom, particularly in specialized programs that offer immersive experiences at prestigious universities like Peking University and Tsinghua University, with prices ranging significantly based on the type of experience offered [1][2][5]. Group 1: Market Trends - The summer study tour market has entered a phase of distinctive competition, with various unique programs emerging, such as desert stargazing and exploring caves in Guizhou [1]. - Demand for prestigious university visits, especially to Tsinghua and Peking University, is high, leading to a surge in related study tour offerings [2][5]. - The pricing for these programs varies widely, with some immersive experiences costing as much as 14,980 yuan, while simpler one-day visits can be found for around 5,000 yuan [5][7]. Group 2: Consumer Behavior - Parents are willing to invest significantly in their children's education, with some expressing a readiness to spend up to 20,000 yuan for a study tour at a prestigious university [5]. - Students are motivated by the desire to experience the university environment and gain insights from current students and faculty, which can serve as inspiration for their academic goals [4][5][16]. Group 3: Accessibility and Competition - Access to campus visits at top universities is highly competitive, often requiring advanced reservations that can be as challenging as securing train tickets during peak travel seasons [6][13]. - Some universities have implemented a lottery system for campus visits, which reflects the high demand and limited availability of spots for prospective students [8][12]. Group 4: Market Development - The study tour market is evolving, with a noticeable trend towards diversification and segmentation, as families from lower-tier cities are increasingly seeking educational travel opportunities [18][19]. - There is a call for more professional and educationally enriching experiences in study tours, moving beyond mere sightseeing to include actual learning and engagement with university life [16][19].