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 市民王女士给孩子报名了某机构组织的研学游，然而实际行程与宣传内容严重不符，过程中孩子还意外 受伤。王女士遂向有关部门投诉，经调查，该机构在没有取得相关资质的情况下，宣传并经营研学游业 务，被判定退还违法所得并处罚款2万元。 无独有偶，家住浙江杭州市的王女士给女儿下单了一个五天四晚、以人工智能为主题的研学游产品，结 果也不那么满意。 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 ...

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 ...

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 Points - Beijing's cultural and tourism bureau has launched the "Jingcai Summer" series of activities, featuring over 150 summer-themed events, 6200 performances, and 3800 cultural experience activities to enhance summer tourism experiences for residents and visitors [1][6] Group 1: Summer Activities and Events - The "Jingcai Summer" initiative includes five main segments: graduation season, study tours, performance tourism, suburban tourism, and rejuvenation tourism [1] - A focus on graduation season includes a list of "10 Things to Do in Beijing," targeting both graduates and families with children, promoting various cultural and recreational activities [3] - The summer performance market is diverse, with numerous children's performances and major productions from renowned troupes, including international acts [4] Group 2: Study Tours and Suburban Tourism - The bureau is creating a matrix of study tour products, launching 10 themed study tour routes that cover various educational and cultural topics [3] - Seven suburban tourism routes have been introduced, emphasizing natural exploration and summer leisure activities, with free tickets and discounts offered at various attractions [5][6] Group 3: Visitor Experience Enhancements - Several museums in Beijing are extending their opening hours to improve visitor experience, with 22 museums adjusting their schedules to accommodate more visitors [7] - The city is promoting a vibrant night economy with over 3800 community benefit activities, including night markets and outdoor movies [8] Group 4: Tourism Market Regulation - The Ministry of Culture and Tourism is implementing measures to regulate the summer tourism market, addressing issues like forced shopping and misleading practices [10][12] - A year-long special rectification campaign will target illegal activities in the tourism sector, focusing on travel agencies and shopping venues [10][12]

Core Viewpoint - Beijing's cultural and tourism bureau has launched a series of summer activities aimed at enhancing the summer experience for residents and tourists, featuring over 150 themed events, 6200 performances, and 3800 cultural experiences [1] Group 1: Summer Activities and Events - The "京彩夏日" initiative includes five main segments: graduation season, study tours, performance tourism, suburban tourism, and rejuvenation tourism [1] - The bureau has introduced "10 Things to Do in Beijing During Graduation Season," targeting both graduates and families with children, promoting various cultural and recreational activities [3] - A diverse supply of summer performances includes 45 children's shows, international theater productions, and concerts by popular artists, enhancing the cultural landscape [4] Group 2: Study Tours and Educational Experiences - The bureau is focusing on creating a matrix of study tour products, launching 10 themed study tour routes that cover various educational topics such as red history, folk arts, and natural exploration [3] - The emphasis on study tours is expected to attract both domestic and international students and families, enriching their educational travel experiences [3] Group 3: Suburban and Rural Tourism - Seven suburban tourism routes have been developed, focusing on natural exploration and summer leisure activities, with free tickets and discounts offered at various attractions [6] - Popular suburban destinations include scenic spots like the Great Wall and local night markets, enhancing the appeal of rural tourism [6] Group 4: Visitor Experience Enhancements - Several museums in Beijing are extending their opening hours and adjusting their schedules to improve visitor experience during the summer [9] - The city is also promoting a vibrant night economy with over 3800 cultural activities, including night markets and outdoor events, to attract more visitors [10] Group 5: Travel Trends and Data - Data from Meituan Travel indicates a nearly 38% year-on-year increase in overall travel bookings for the summer, with Beijing being the top destination [7] - Flight and hotel bookings for Beijing have also seen significant growth, with customized travel options experiencing a 128% increase [7]

Core Insights - The travel market is experiencing significant growth, particularly among young consumers who desire autonomy, flexibility, and deep experiences [6][2] - Domestic travel services such as flights, hotels, and car rentals have seen a substantial increase in bookings compared to last year, with long-distance travel consumption rising by 7 percentage points [2] - The outbound travel market is also booming, with visa application orders increasing by 10% year-on-year, marking a peak in three years [2][4] Domestic Travel Trends - Popular domestic summer travel destinations include regions in Northwest, Northeast, and Southwest China, with cities like Aksu, Kashgar, and Urumqi seeing the highest growth in hotel bookings for graduation trips [2] - Family travel, particularly for parent-child trips, is on the rise, with families making up 82% of the travel demographic, an increase from 75% in 2024 [3] - The demand for experiential travel is growing, with parents preferring educational trips that offer hands-on experiences [5][7] Outbound Travel Trends - The number of countries with visa-free or visa-on-arrival access for Chinese passport holders is expected to exceed 80 by 2025, facilitating international travel [3] - The top ten outbound travel destinations for the summer of 2025 include Japan, South Korea, and Malaysia, with significant interest in these locations [4] Consumer Behavior - Young consumers are increasingly favoring self-driving trips, with a notable rise in rental car orders among the post-2000 generation, which increased by 70% year-on-year [9] - There is a shift towards more personalized travel experiences, with consumers seeking unique local activities and experiences that enhance their travel [7][9] - The trend of fragmented travel bookings is growing, with events like music festivals and sports games becoming key factors in travel decisions [7] Pricing and Market Dynamics - The average price of domestic and international flights has risen significantly, prompting travelers to seek cost-effective options such as multi-leg flights [8] - The rental car market is seeing a shift towards transparency in pricing, with a demand for clear and all-inclusive pricing models [8] - The demand for mid-to-high-end rental vehicles has increased by 24%, reflecting a more mature consumer attitude towards travel spending [8]

Core Insights - The summer transportation season in China officially began on July 1, lasting for 62 days, coinciding with the launch of the 2025 National Summer Cultural and Tourism Consumption Season by the Ministry of Culture and Tourism to stimulate summer consumption [1] Group 1: Transportation and Tourism Initiatives - The China National Railway Group is enhancing passenger transport capacity during the summer by utilizing new railway lines and stations, including the Chongqing East to Qianjiang section of the Yuxia High-speed Railway and the high-standard operation results of the Beijing-Harbin and Shanghai-Kunming high-speed railways [1] - Special tourist trains focusing on family travel, educational tours, red tourism, and wellness tourism are being introduced, with additional routes in Northeast and Southwest China, as well as Xinjiang, to connect scenic spots and promote tourism consumption [1][2] Group 2: Market Trends and Consumer Behavior - There is a significant increase in demand for family travel and educational tours during the summer, indicating a vibrant tourism market [2] - The rise of niche markets such as red tourism and wellness tourism reflects the diversification of tourist demands, with the introduction of tourist trains and senior-specific trains enhancing market coverage [2] Group 3: Recommendations for Enhancing Tourism Consumption - To further activate summer tourism consumption potential, it is suggested to innovate tourism products and improve service quality, such as developing more themed trains and customized travel routes [3] - Policy guidance and promotional activities, such as issuing tourism vouchers and summer discounts, are recommended to stimulate family travel [3] - Strengthening inter-regional tourism cooperation and organizing events like music festivals and cultural festivals can enhance destination attractiveness and stimulate tourism consumption [3]

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]

Group 1 - The summer travel market is experiencing a significant increase in demand, with a 70% rise in planned travelers and an 80% increase in transaction volume compared to last year [2] - Family-oriented travel, particularly for children, is expected to dominate the market, with over 60% of travelers being families [2] - The popularity of unique travel experiences is driving demand for customized and high-quality travel products [2][5] Group 2 - Various regions are launching special cultural and tourism activities to stimulate the summer market, including new travel products and promotional measures [4] - Companies are focusing on enhancing their competitiveness by leveraging technology and innovative content in their tourism offerings [6] - The holiday economy is becoming a crucial driver for tourism consumption, emphasizing the need for unique and high-quality tourism products [5][6]