文旅视频消费者调研报告

Core Insights - Travel video content has become a significant factor influencing consumer travel decisions, establishing an efficient conversion pathway from content browsing to actual travel [1][2] - High conversion rates are observed, with 96.43% of users developing travel ideas after watching travel videos, and 72.62% eventually traveling, indicating a short decision-making cycle [1][25] - The primary user demographic consists of young adults aged 25-44, accounting for 72.98% of users, with a significant portion from first-tier and new first-tier cities [1][4] User Profile Analysis - Users exhibit a "three high" characteristic: high-tier cities, high income, and high frequency of consumption [3] - Gender distribution is relatively balanced, with a slight female majority (51.86% vs 48.14%) [4] - Monthly income above 8000 yuan is reported by 52.17% of users, indicating strong purchasing power [4][8] Content Preferences and Platform Behavior - Users prefer authentic experience content, with 80.59% favoring real experience Vlogs, and high demand for natural scenery, local cuisine, and historical culture [9][10] - The distribution of content platforms is decentralized, with Douyin having the highest usage rate (66.93%), followed by Xiaohongshu (45.03%) and OTA platforms (47.83%) [13][19] - Users primarily access content through daily recommendations (65.84%) and active searches (65.99%), highlighting the importance of content exposure and word-of-mouth [13][18] Conversion Pathway - The travel video content exhibits a strong "grass-planting" effect, with 96.43% of users developing travel ideas from videos, and 72.62% taking actual trips [25][29] - Key drivers for travel interest include beautiful scenery and food (59.74%), practical travel tips (54.59%), and unique experiences (46.86%) [29] - Despite high conversion rates, barriers exist, such as perceived insufficient or impractical information (34.78%) and lack of novelty (17.39%) [33][35] Consumer Behavior - A clear trend towards mid-to-high-end consumption is noted, with the highest single travel budget range being 3001-5000 yuan (38.66%) [39] - OTA platforms are the most utilized for bookings (66.61%), with WeChat mini-programs (52.95%) and official channels (52.33%) also significant [42] Pain Points and Demand - Users express concerns about "pitfall risks" (59.16%) and low experience satisfaction (55.12%), indicating a demand for improved authenticity and practical advice [44][45] - The need for intelligent services is emerging, with expectations for features like crowd predictions and pitfall warnings [48] Technology Acceptance - There is a high interest in VR/AR technologies, with 83% of users expressing interest in pre-decision experiences [51][57] - AI tools are increasingly used for trip planning, with 20.03% of users employing AI for content verification [55] Industry Trends - The evolution of content is shifting from mere traffic attraction to emphasizing authenticity and depth of experience [58] - The integration of VR/AR and AI technologies is reshaping user experiences and industry dynamics, driving a shift towards intelligent and personalized services [60] - The industry is moving towards a comprehensive model combining content, services, and technology, creating a complete conversion loop from exposure to booking [61][62]