"说得天花乱坠，要去科技企业和高校科研机构'开展启发性课程'，其实就是参观打卡，费用却花了 6000多元。"王女士说。 记者在抖音、快手、小红书等平台检索，发现不少家长吐槽市面上的研学游项目存在价格虚高、货不对 板现象。 记者也尝试在电商平台下单了一款名为"清华北大深度研学"的产品，产品简介中称这是高档团深度游， 可以参观清华大学、北京大学两个点位，并且有趣味讲解。但咨询后发现，交298元的团费，只能选择 一个学校，而且仅能帮助购买者预约进入校园，讲解服务需要再加价700元，讲解人员也不是有专业资 质的研学游老师，而是社会兼职人员。 来到田间地头体验干农活，前往博物馆感受历史文化，进入高校实验室探寻前沿科技……暑假期间，各 类研学游产品纷纷上新，吸引了不少家长下单。 近年来，研学游热度持续攀升，市场蓬勃发展。但研学游机构泥沙俱下，导致安全事件频发，还存在价 格虚高、货不对板、缺"研"少"学"等问题，屡屡受到家长们的质疑。 研学游市场乱象的成因是什么？家长为孩子选择研学游产品时又该如何避坑？ 市场火爆却存隐忧 "本想让孩子感受一下名校氛围，结果不仅连校门都没进去，还把腿给摔伤了。"暑假期间，内蒙古某市 市民王女 ...

Core Insights - The summer research study tours have become a popular trend in cultural tourism, with a projected market size of 2,132 billion yuan in 2023, reflecting a 19% year-on-year growth [4][5]. Group 1: Market Trends and Growth - The research study tour market is expanding rapidly, driven by diverse offerings that include artificial intelligence, space exploration, and tropical rainforest experiences [4][5]. - The increasing demand for high-quality educational experiences is prompting institutions to enhance their offerings and optimize supply [8][11]. Group 2: Educational Impact - Research study tours provide unique learning experiences outside traditional classroom settings, fostering children's interest in science and technology [6][7]. - Programs are tailored to different age groups, emphasizing hands-on activities and practical knowledge application, which enhances students' understanding of theoretical concepts [6][7]. Group 3: Quality and Regulation Challenges - The market faces challenges such as uneven quality and varying standards among providers, with some institutions lacking proper qualifications [9][10]. - Recent regulations from the Ministry of Culture and Tourism aim to standardize the industry, focusing on quality management and service evaluation [10][11]. Group 4: Institutional Development - Some regions are establishing associations and training programs to improve the quality of research study tours, ensuring that instructors possess the necessary skills and knowledge [10][11]. - Collaborative efforts among education, tourism, and regulatory bodies are essential for creating a comprehensive governance system to maintain service quality [11].

一"冷"一"热"，反映市场需求之变，也为观察行业发展提供了一个小切口。 研学游市场行情出现分化，关键影响因素在于产品品质和消费者体验。差评不断，就难免遇冷。比如， 游而不学，走马观花，一路拍照打卡；货不对板，宣传册上的专业导师换成身份不明的跟团导游，管理 松散；华而不实，以参观公益开放的博物馆、高校等为主，冠以"研学"之名便大幅抬价。家长希望孩 子"读万卷书，行万里路"，最终却发现是浅尝辄止、到此一游，甚至还存在安全隐患，又怎会情愿为这 样的研学游买单？ 聚焦提质升级，才能赢得好评、赢得市场。研学游兼具丰富孩子知识、减轻家长负担的优势，近年来市 场规模迅速扩大。蛋糕越是快速做大，越要回归研学初心，注重解决问题，共促行业良性发展。无论是 解锁新体验新玩法，还是聚合"人无我有、人有我优"的资源，抑或开辟小众赛道，受欢迎的研学产品， 一定是找准了方向，让孩子学有所得、游有所获。这就需要去伪存真，在打造精品课程上用心，在提升 研学实效上用力，助力孩子在游历与实践中增长本领、加快成长。 顺应消费者需求，进行寓教于乐的差异化设计，提供从"学"到"研"的深层体验，严守货真价实的诚信规 则，持续提升服务品质 这个暑期，研学游 ...

更深一层看，安全教育本身就是最好的研学教材，更是素质教育的重要组成部分。优质的研学应将安全 意识培养与知识探索深度融合：在生产车间学习识别安全警示标识，在野外徒步实践避险技巧，在应急 演练中掌握自救互救方法……只有让孩子在实践中习得守护安全的能力，才能彰显研学游不可替代的价 值。 安全与探索从来不是非此即彼的选择题，应将每一次研学游都设计为可管理、可教育、可控制的成长挑 战。只有编织好由制度、责任和专业合力拧成的安全绳，研学游才能真正承载起家长的安心、社会的放 心与教育的良心，行稳致远。 （文章来源：经济日报） 近日，云南大理苍山研学活动中一名自闭症男童走失，牵动了无数人的心，也再次将研学行业的安全隐 患与责任缺失推至公众视野。当"读万卷书行万里路"的美好愿景屡屡撞上安全漏洞，研学游的初心与底 线该如何坚守？ 研学的核心价值，在于让课堂走出围墙，让知识在现实中延伸。但当商业利益凌驾于教育本质之上，研 学游沦为仓促的流程式、快餐化打卡，安全成了最先被牺牲的环节。有些机构的带队老师连基础急救知 识都一知半解，却敢带领孩子深入山野；有些户外项目打着"自然教育"旗号，压缩成本砍掉专业安全员 配置，所谓的安全预案不过是 ...

Core Insights - The article discusses the negative impact of cutthroat competition in the study tour market, emphasizing the need for collaboration rather than price wars [4][5][8] - It highlights the importance of service quality in the tourism industry, suggesting that poor service leads to a loss of consumer trust and ultimately harms businesses [5][6] Group 1: Industry Competition - The study tour market is experiencing a downturn due to intense competition, which has led to a decline in product quality and consumer trust [4][5] - The article contrasts the current situation in the study tour sector with price wars in other industries, noting that the latter often maintains product quality while the former does not [4] - The ongoing price competition is unsustainable and has resulted in a vicious cycle of negative profits and declining service quality [5][6] Group 2: Collaboration and Strategic Partnerships - The article advocates for a collaborative approach between study tour institutions and travel agencies, highlighting the strengths each can bring to the table [4][8] - Successful partnerships, such as the collaboration between a travel agency and a STEAM education institution, have shown that strategic cooperation can lead to higher profit margins [8] - The concept of "cooperation for mutual benefit" is rooted in ancient wisdom and is presented as a viable solution to current industry challenges [8][9] Group 3: Industry Events - The article mentions the recent travel business study tour summit held on August 28, which aimed to promote the idea of cooperation among industry players [9] - Various exhibitors, including travel agencies and educational institutions, participated in the summit to explore potential partnerships and share insights on the future of study tourism [10][12][16]

Core Insights - The immersive educational travel market is experiencing significant growth, with a 44% year-on-year increase in bookings for study tours in the first half of the year, and a doubling of bookings in early July [1] - The market is transitioning from scale-driven growth to quality-driven growth, with a focus on high-quality and professional study tour products [1][2] - The Chinese study tour market is projected to reach 179.1 billion yuan in 2024, with a year-on-year growth of 21.9%, and is expected to exceed 213.2 billion yuan in 2025, with a growth rate of over 15% [1][2] Industry Dynamics - The growth of the study tour industry is driven by diverse consumer demands for immersive education, continuous improvements in course design and scene innovation, and regulatory guidance for standardized development [2] - The consumer base is diversifying, with middle and primary school students remaining the main group, while college students and professionals are emerging as new forces [2] - There is a shift from superficial experiences to deep, immersive participation, emphasizing the need for professional content and interactive experiences [2] Market Supply Upgrades - Companies like Jiangsu Tianmu Lake Tourism Co., Ltd. are integrating high-quality resources and developing a "classroom on the go" study tour system, positioning themselves as leaders in the study tour industry [3] - The study tour industry is benefiting from a virtuous cycle of demand driving supply and supply creating new demand, leading to continuous improvements in course quality and technological integration [3] Cross-Industry Integration - The rise of study tours is not an isolated phenomenon but a catalyst for multi-industry integration, creating new consumption scenarios and restructuring value chains [4] - Traditional scenic spots are transforming into study bases, enhancing their value through added courses and facilities [5] - Companies are increasingly adopting a hybrid model of "online + offline" study tours, utilizing technologies like VR and AR to enhance user experiences [5] Future Development and Recommendations - The market is undergoing a critical transition from scale expansion to quality competition, which is expected to generate significant consumer growth and accelerate the iteration of quality supply [6] - Recommendations include establishing industry standards for study tour products, encouraging traditional venues to develop professional services, and promoting collaboration between educational institutions and enterprises to address the shortage of qualified instructors [7]

Market Overview - The summer study tour market is experiencing a price decline of approximately 30% year-on-year as of June 30, 2023, due to reduced demand and downward price pressure [1][3][4] - After a booming market in 2023, the industry is now facing oversupply in 2024, leading to a rational market adjustment [3][10] Pricing and Demand Dynamics - Travel agencies are adjusting their strategies to maintain market share by lowering prices and altering product structures [3][4] - The overall price of study tour products has decreased, with some popular long-distance products seeing a slight price increase of 3%-5% due to high demand, while short-distance family study tours have dropped by 5%-8% [5][10] Accommodation Standards - Many travel agencies have reduced accommodation standards from four or five-star hotels to three-star hotels to cut costs [7][8] - This shift reflects a broader trend where parents prioritize educational value over accommodation quality, indicating a market shift towards more diverse and personalized experiences [8][10] Market Trends and Future Outlook - The study tour market is transitioning from a focus on "experience" to "value acquisition," with an emphasis on educational outcomes and quality experiences [10][11] - The market is expected to grow, with projections indicating a market size of 1.791 trillion yuan in 2024, representing a year-on-year growth of 21.9% [10] - Regulatory measures are being implemented to ensure the standardized development of the study tour market, including third-party evaluations and satisfaction assessments [11]