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].

Core Insights - The summer study tour market in China is experiencing a surge in popularity, particularly for immersive experiences at prestigious universities like Peking University and Tsinghua University [1][2][3] - Various unique study tour programs are emerging, ranging from desert stargazing to exploring historical routes, indicating a diversification in offerings [1][2] Group 1: Market Demand and Pricing - High demand for prestigious university visits has led to the emergence of various study tour programs, with prices for Peking University and Tsinghua University experiences often exceeding 5,000 yuan, and some programs charging up to 14,980 yuan [2][5][15] - Parents are willing to invest significantly in their children's education, with some expressing a willingness to spend up to 20,000 yuan for a study tour experience [3][15] - The competitive nature of securing visits to these universities is likened to "ticket grabbing," highlighting the high demand and limited availability of slots for individual visits [6][13] Group 2: Program Structure and Offerings - Many study tour programs include a one-day visit to prestigious universities, often featuring expert lectures and interactions with current students, aimed at inspiring students' academic aspirations [2][4][15] - The structure of these programs often resembles tourism rather than academic engagement, with a focus on "check-in" experiences rather than in-depth learning [15][16] - There is a growing trend for study tours to cater to families from second and third-tier cities, indicating a broader market reach and increasing demand for educational travel experiences [16]