以下文章来源于旅界 ，作者theodore熙少 旅界 . 跟踪时代浪潮，讲述文旅商业好故事。 本文来自微信公众号： 旅界 （ID：tourismzonenews） ，作者：theodore熙少，题图来自：AI生成 八月本是大理研学营收割家长钱包的季节， 却因一名8岁自闭症男童在苍山走失，瞬间变成全民焦 点。 民宿、商户自发捐赠物资，民间志愿者也在持续支援，人们还在苦苦等待好消息，只盼孩子平安。 一 与此同时，在舆论场的另一头，是大理研学市场的急速刹车。 事情发生后，我给在大理做"独立营"研学多年的朋友A小姐打了个电话。 她的声音很平淡，和我说，今年暑期已经算是收尾了， "手上这一批孩子带完，后面退的退，剩下半 个月就佛系躺平了，这个时候谁还敢节外生枝？" 在社交媒体上，更多已经报了大理独立营研学的妈妈们，心态彻底崩了。 有人写道："打开小红书，大理天塌了，报了下周的独立营，现在有点慌。去还是不去？真心希望孩 子快快找到靠谱的去处，希望各种营也能仔细培训老师，加强防范措施。" 最新消息显示，昨日，当地救援力量已经增至600余人次，开始拉网式搜索。可大雨、低温让搜救难 度陡增。 评论区迅速变成大型劝退现场。 一位 ...

独特的内容吸引了大批游客前来体验。东方航天港文旅市场部渠道负责人刘彩介绍，今年7月份景区迎 客超过1万人次，其中研学游客占比约四成。 由于火箭发射时间有不可控性，东方航天港打造了VR体验项目，让孩子们以数字化形式感受火箭发射 的难忘瞬间，还能让孩子们体验到宇宙的浩瀚与神秘。 而在曲阜的鲁国故城国家考古遗址公园内，今年暑期掀起了"考古热"。 鲁国故城国家考古遗址公园是周代鲁国都城遗址，是全国重点文物保护单位、国家考古遗址公园。目 前，该公园是山东省十大考古研学打卡地之一。 7月底，一支来自上海的研学团在曲阜开启了一场考古研学之旅。"我们的场地就在真实的考古现场，孩 子们可以在考古导师的指导下，运用洛阳铲等工具，挖出预埋的器物。"山东志道文化旅游发展有限公 司经理孔祥胜介绍，"之后，孩子们还可以亲身体验古代城墙夯土，向古代工匠们致敬。" 7月初，鲁国故城还迎来了一支俄罗斯考古研学团，俄罗斯友人们纷纷被曲阜深厚的历史文化折服。 记者 张宇宁 济南报道 对于研学旅游而言，一年之中，学生空闲时间最长的暑期是重中之重。今年暑期，山东各地研学产品不 断升级、创新，推出了丰富多样的研学产品，为行业注入了新的活力，更为广大学生 ...

今年暑假，徐女士提前一个月"抢"到了林奈实验室的特色研学项目。这个为期一周、收费5000元的课程 由中国科学院大学、中山大学等高校的青年科研人员带队教学，课程内容极具特色。依托当地独特的生 物多样性资源和景观生态系统，林奈实验室还精心设计了包括野外科考、夜行生物观察、湿地水生生物 采样等专业自然教育课程，同时还融入了非遗文化体验、植物标本制作等趣味实践内容。 从7月14日至8月19日，林奈实验室每天滚动开营。但据徐女士反映，作为热门自然科普机构，其课程名 额依然供不应求，许多家庭都反映很难预约到心仪的时间段。 "研学游最让我惊喜的是孩子的变化，"徐女士向本报记者分享道，"有专业老师指导、同龄伙伴相伴， 孩子的积极性完全不同。平时旅游走一会儿就喊累，但在研学营里，再高的山也能自己坚持爬完。"更 让徐女士满意的是课程设置："家长和孩子各有专属活动安排，既保证了教学质量，又锻炼了孩子的独 立能力。这种既能学习知识又能培养自主性的研学体验，确实是暑期带孩子出去玩的好方式。" 二十一世纪教育研究院院长熊丙奇接受《华夏时报》记者采访时指出，有一些家长认为，研学旅行哪怕 没有什么游学内容，孩子去旅游一下也好。这种想法就助长 ...

Core Viewpoint - The current state of the educational travel market is facing significant challenges, with many industry players reporting a decline in business and a shift in consumer behavior towards more cost-effective and meaningful experiences [6][15][35]. Group 1: Market Conditions - The educational travel market is experiencing a downturn, with many operators expressing that 2025 will be the coldest year for the sector [6]. - Reports indicate that ticket sales for popular attractions, such as the China Science and Technology Museum, have drastically decreased, reflecting a broader trend of reduced demand in the educational travel sector [8][10]. - Hotel operators are also feeling the impact, with some reporting no educational travel groups this year compared to a bustling previous year [11][13]. Group 2: Changing Consumer Behavior - Parents are tightening their budgets, leading to a significant shift in spending patterns for educational travel, with many opting for local experiences instead of international trips [18][21]. - The focus has shifted from large family trips to more economical options, such as independent camps where only one child's fee is paid [18]. - There is a growing emphasis on the quality and value of educational content, with parents becoming more discerning about the benefits of such programs [22][25]. Group 3: Safety Concerns - Increased safety awareness among parents and schools has led to a preference for domestic educational travel options, as concerns about international safety incidents have risen [27][29]. - The collective anxiety regarding safety has resulted in a more cautious approach from parents, schools, and educational institutions, further constraining the market [30][31]. Group 4: Future Directions - The educational travel industry must adapt to the new reality by focusing on genuine educational value and aligning offerings with real consumer needs [35][36]. - Innovative and immersive educational experiences, such as nature education and outdoor activities, are likely to gain traction as traditional models become less appealing [38]. - The industry is shifting from a resource-based competition to one that emphasizes content quality and effective communication to attract customers [40][42].

Core Insights - The article highlights the integration of tea culture and tourism in Haiqing Town, Shandong, through hands-on experiences for students, promoting both education and local industry [1][3]. Group 1: Tea Industry Development - Haiqing Town has approximately 35,000 acres of tea gardens, actively exploring new paths for the integration of tea industry and cultural tourism [3]. - The town aims to transform traditional tea areas into tourist attractions, enhancing the economic value of tea production [3]. Group 2: Educational Initiatives - The "One Day Tea Farmer Experience" program allows students to engage in tea picking, handcrafting tea, and learning about tea culture, fostering a deeper understanding of the tea production process [1][2]. - Over 200 educational activities have been conducted in Haiqing Town, attracting more than 30,000 participants, including students and international visitors [3]. Group 3: Community Engagement - The initiative has created various practical bases for research and learning, including the North Tea Business Street and the Haiqing Tea "Three Industry" Integration Innovation Demonstration Base [3]. - The program emphasizes experiential learning, moving from theoretical knowledge to practical engagement, enriching students' understanding of agriculture and local culture [3].

Core Viewpoint - The summer of 2025 has seen a significant downturn in the study tour market, with many industry players reporting a drastic decline in business compared to previous years, indicating a shift in consumer behavior and spending priorities [3][19][22]. Group 1: Market Conditions - The study tour market in Beijing and southern regions is experiencing a severe slump, with reports of empty bookings and a lack of demand for educational trips [11][12][15]. - High-end family study tours abroad are also facing challenges, with a reported 40% drop in business due to financial cutbacks among affluent families [20][21]. - The overall sentiment among industry professionals is one of frustration, with many expressing that this summer is the most challenging they have faced in years [5][6][19]. Group 2: Changing Consumer Behavior - Parents are tightening their budgets, leading to a shift in spending patterns where independent study programs are preferred over family-inclusive trips [23][24]. - There is a noticeable trend of families opting for local travel experiences instead of international study tours, with popular destinations shifting from abroad to domestic locations [26][28]. - The perception of value in study tours has changed, with parents now scrutinizing the educational content and outcomes more critically than before [29][33]. Group 3: Safety Concerns - Increased safety awareness among parents and schools has led to a preference for domestic study tours, as concerns about international travel risks have heightened [36][40]. - The combination of parental anxiety and institutional caution has resulted in a more conservative approach to organizing study tours, with safety becoming a primary consideration [41][42]. Group 4: Industry Evolution - The study tour industry is transitioning from a focus on quantity to quality, with a need for programs that genuinely meet educational needs rather than superficial experiences [45][46]. - Future study tours are expected to emphasize immersive and experiential learning, moving away from traditional "checklist" approaches [48][55]. - Companies must adapt to new marketing strategies, leveraging social media and direct consumer engagement to attract clients, as traditional methods become less effective [51][54].

Group 1 - The core viewpoint of the articles highlights the transformation of educational travel in Shandong from a focus on tourism to a balanced approach of learning and travel, and eventually to a model where learning dictates travel choices [1][2] - The summer of 2023 has seen a peak in educational travel in Shandong, with parents increasingly prioritizing the educational value of these experiences for their children [2][4] - Various educational programs are being developed that incorporate interactive and immersive experiences, moving away from traditional lecture-based formats to more engaging and task-oriented activities [3][4] Group 2 - The number of students participating in red-themed educational activities has significantly increased, with over 21,000 students visiting the Red Sister's hometown tourism area this summer [3][4] - Educational travel products are diversifying, with offerings that include cultural, natural science, and industrial themes, reflecting a broader integration of local historical and cultural resources [4][5] - The economic impact of educational travel is notable, with Qingzhou receiving over 600,000 visitors and generating more than 80 million yuan in consumption in the first half of the year [4]

Core Insights - The summer study tour market in China is experiencing a significant downturn, with industry insiders predicting 2025 to be the coldest year for this sector [3][15][40] - Parents are tightening their budgets, leading to a shift in spending habits and a decline in demand for study tours [19][22][30] Group 1: Market Conditions - Industry professionals report a drastic drop in bookings, with some hotels and travel agencies seeing no study tour groups this summer [9][11] - The ticket sales for popular attractions like the China Science and Technology Museum indicate a lack of demand compared to previous years, where tickets were hard to come by [5][7] - The trend is not limited to Beijing, as southern regions are also witnessing a decline in study tour participation [8][15] Group 2: Changing Consumer Behavior - Parents are increasingly opting for local activities instead of overseas study tours, with many choosing to stay within their provinces [12][13][22] - The focus has shifted from family-inclusive trips to individual participation, as parents seek to minimize costs [20][21] - There is a growing awareness among parents regarding the value of study programs, leading to more scrutiny of the offerings [30][31] Group 3: Safety Concerns - Safety anxieties stemming from global events have made parents and schools more cautious about sending children on study tours, particularly abroad [34][36][37] - The combined effect of parental concerns and institutional caution has led to a preference for domestic study programs [38][39] Group 4: Industry Evolution - The study tour industry is transitioning from a focus on quantity to quality, with a need for programs that genuinely enhance children's learning experiences [41][44] - Innovative offerings such as nature education and immersive experiences are likely to gain traction as traditional models falter [46][54] - The importance of effective marketing and brand presence is increasing, as parents now rely on social media for information and bookings [49][52]

Core Insights - The article discusses the growth and potential of the "research-based travel" sector in China, highlighting its emergence as a new educational and tourism model since its mention in the 2013 National Tourism and Leisure Outline [1] Group 1: Definition and Development - "Research-based travel" was first mentioned in the 2013 National Tourism and Leisure Outline, marking its entry into the educational and tourism sectors as a new approach to educational reform and tourism transformation [1] - As of the end of 2024, most research-based travel companies are in a growth stage, indicating significant development potential [2] Group 2: Main Business Activities - The primary business of research-based travel companies is organizing or receiving school research teams, accounting for 52.72% of their operations, followed by the operation of research bases (camps) at 20.08% [4] Group 3: Market Trends - The most popular themes in the research-based travel market include natural ecology, red culture, labor practice, traditional culture, and technological innovation, with popularity percentages of 53.14%, 53.14%, 50.63%, 45.61%, and 30.96% respectively [6] Group 4: Consumer Demographics - In 2024, the main consumer groups for research-based travel products are from Beijing, Guangdong Province, and Shanghai, with consumption shares of 28.45%, 18.83%, and 13.39% respectively [10]

Core Viewpoint - The article discusses the innovative approach of the Hezhuangping town in Shaanxi province, China, to develop an industrial alliance that integrates agriculture, culture, and tourism, aiming to enhance the economic viability of underdeveloped areas through resource sharing and collaboration [1][2][3] Group 1: Industrial Alliance Development - The industrial alliance in Hezhuangping includes 11 industry chains such as cave homestays, educational tourism, flower planting, fruit picking, and mushroom cultivation, each led by a leading enterprise [2] - This "chain leader system" is relatively rare at the township level, creating a complete closed loop that integrates agriculture, culture, and tourism, addressing the sales challenges faced by small farmers and enterprises [2] Group 2: Economic Stability and Growth - The alliance aims to transition from merely selling products to offering services, which is crucial for the stability of small farmers and enterprises, as traditional agricultural products are subject to price volatility [3] - Hezhuangping has attracted numerous training classes, allowing participants to learn from the model and contribute to local consumption, thus serving as a method for local service output [3] Group 3: Implications for Rural Revitalization - The exploration and practice in Hezhuangping may provide valuable insights and references for similar underdeveloped villages and towns, especially in the context of the 2024 Central Document No. 1, which emphasizes the deep integration of rural culture and tourism [3]