Traveling to a city because of a performance, a meal, and a marathon, the individual needs of young people are giving new connotations to tourism.
On the eve of May Day, the Cultural Tourism Industry Index Laboratory of China Tourism News and Quark Hot Search released "Quark Number Reading: New Trends of Young People's Travel in 2024" and held a special seminar. Quark data shows that in the first quarter of this year, Quark users' travel-related search demand increased by 40% year-on-year, and young people aged 18-35 accounted for 75%. When young people search for travel-related information, they are not limited to travel and sightseeing, but also cover both knowledge and experience, and are eager to participate in the experience, seeking emotional connection and spiritual self-consistency.
Li Pengchong, member of the Party Committee and planning director of China Tourism News, said that young people have become the main force and new force in the tourism market in recent years, and they pursue personalized and diversified tourism experiences, and have a high willingness and potential for tourism consumption. The data on the trend of young people's travel not only provides high-quality travel information services for young people, but also provides a new window for local cultural and tourism departments to understand and study young people, and provides a decision-making reference for the development of the cultural and tourism industry in various places.
Li Pengchong, member of the Party Committee and planning director of China Tourism News, spoke at the seminar
It is reported that Quark App focuses on providing next-generation search services and intelligent tool services with AI capabilities, serving hundreds of millions of users, and more than half of young users under the age of 25. Quark hot search is a list based on massive user search behavior data, which comprehensively reflects the popularity of these hot content on the whole network, and reflects the focus of attention, behavior trends and cultural phenomena of young people.
The segmentation of young people's interests has given rise to a boom in long-distance travel
Compared with the previous emphasis on scenic spots, hobbies have become the main driving force for young people to travel. Quark data shows that concerts, music festivals, comic conventions, etc. can be a reason for young people to "just go". Friday to Sunday evenings are the peak time for young people to search for "short trips" during the week, and the search demand for travel in the week after the holiday remains high.
In this regard, Xiong Haifeng, an associate professor at the School of Cultural Industry Management of Communication University of China, believes that "music + tourism", "performance + tourism", "exhibition + tourism", "drama + tourism", "event + tourism" and other integrated new forms of cultural and entertainment tourism activities are becoming an important reason for young people to travel. Cultural and entertainment tourism has five distinctive characteristics, such as youth main force, interest orientation, content is king, emotional value, quality service, etc., and is a "young" way of travel, which has the characteristics of promoting the local economy to achieve a virtuous cycle and actively promoting the steady growth of local consumption.
Xiong Haifeng, associate professor at the School of Cultural Industry Management, Communication University of China
Since April, hot concerts and music festivals have been staged in various places. In fact, as early as two or three months ago, music fans who performed across provinces and cities began to prepare. Quark data shows that in the first quarter, the popularity of concerts and music festivals continued to heat up compared with previous years, and the number of users searching for "concerts" and "music festivals" increased by 40% and 50% year-on-year respectively. Among them, young people aged 18-30 have become the main force, accounting for 65% of searches. At the same time, the willingness of young users to watch performances across provinces and cities is also particularly high, and more than eighty percent of young people will also search for related travel information such as travel guides, local food, hotels and homestays when searching for concerts.
As a grand event for two-dimensional lovers, comic exhibitions around the world have also become a destination for young people to travel during the holidays. In the first quarter, the search volume of "Comic Con" increased by 445% year-on-year, and young people aged 18-24 accounted for 79%. On the eve of the first quarter holiday, the search popularity of "Comic Con etiquette", "Comic Con Rules", "Comic Con Necessary Black Words", "Comic Con Joint Code", "Comic Con Terminology" and other related knowledge soared. Nearly one-third of users also paid attention to topics related to watching exhibitions alone.
Marathons are not only the preserve of middle-aged people, but also for young people. Quark data shows that in the first quarter, the search volume of "marathon" for users under the age of 30 increased by 182% year-on-year, of which young people aged 18-24 accounted for more than 61%, becoming the main force of horse racing. In marathon-related searches, event science and health knowledge account for the largest proportion, and hot search questions include "how many kilometers is the marathon", "domestic marathon ranking", "do people behind the marathon suffer", "how to recover quickly after the marathon", "how to stick the marathon knee sticker", "what to eat before running a marathon", etc.
Young people plant grass in the Internet celebrity city, and it is very important to have fun and not be expensive
From "entering Zizi to bake" to "Erbin pouring heaven and wealth", and then to "Tianshui is hot and hot", going to a city because of the cultivation of food, culture and experience has become a new trend for more and more young people to travel.
According to Huang Chuxin, deputy director of the New Media Research Center of the Chinese Academy of Social Sciences and deputy dean of the School of Journalism and Communication of the University of the Chinese Academy of Social Sciences, the new trend of young people's travel reflects the changes in young people's consumption mentality and concepts. Young people value the quality of consumption more than the quantity. At the same time, for many young people, consumption is no longer just a simple purchase behavior, but has become a way to express themselves, convey emotions, and realize personal values. In the process of tourism consumption, they pay more attention to emotional communication and resonance.
Quark data shows that in the first quarter of this year, the search volume of Zibo, Harbin and Tianshui remained high, of which Harbin was far ahead by virtue of the advantage of "Ice and Snow World"; the search volume of Zibo's entire network ushered in a significant increase again in the early stage of the New Year's Eve and Qingming holiday, and the signs of "re-baking" were obvious; the search volume of Tianshui, which became popular with a bowl of spicy hot, increased by 3 times month-on-month in March, taking over the baton of "pouring wealth and wealth".
Since the beginning of this year, Quanzhou has broken the circle with hairpins and has become a long-term red potential stock of Internet celebrity cities with its high and stable search volume, with eye-catching performance. People's hot search questions related to Quanzhou include "the meaning of Quanzhou hairpin", "the historical origin of Quanzhou hairpin", "what clothes do Quanzhou hairpins look good on", "hairpin photo" and so on.
According to Chen Yuxuan of the Quanzhou Municipal Bureau of Culture, Radio, Television and Tourism, Quanzhou relies on more than 700 intangible cultural heritage items to immerse young people in the unique charm of Quanzhou's intangible cultural heritage through temple fairs, markets and other rich forms. In addition, Quanzhou also actively promotes the cross-border linkage of intangible cultural heritage items and various tourism modules, and carries out activities such as music festivals, concerts, food festivals, and art festivals to meet the individual needs of the younger generation.
Chen Yuxuan, Quanzhou Municipal Bureau of Culture, Radio, Television and Tourism
In addition to the characteristics of the city, young people also attach great importance to cost performance, and they are not ambiguous at all in the matter of traveling. Quark data shows that young people prefer "parity" in food and housing, and are most willing to invest in experiential projects. Special hotels, B&Bs, hostels, sofa guests and snacks, breakfast, fly houses, and vegetable markets are hotly searched. As for travel photography that can record beautiful moments, young people are particularly willing to invest. In the first quarter, the search volume of "travel photography" increased by 247% year-on-year, and the number of users increased by 510% year-on-year. Among all kinds of "travel photography" related searches, girls are most concerned about styling, while boys tend to study how to pose well.
Young people are hot on May Day, and their personalized demand is rising
Approaching the May Day holiday, the search volume of young people around the country increased by 30% year-on-year, and the popularity exceeded the level of previous years. Behind the upward momentum, young people's demand for personalized search continues to rise.
Jia Haifeng, the person in charge of Quark's hot search products, told reporters that the young group's demand for travel information services has shown the characteristics of circle segmentation, interest-driven, and experience-oriented. Based on this, the Quark hot search list recently launched the "May Day Play List", which provides practical information services and play inspiration in combination with the travel needs of users during the Golden Week, and further meets the diverse needs of young people for information services.
Jia Haifeng, the person in charge of Quark's hot search product
Find emotion and resonance in a live, visit a comic exhibition and take a stamp photo with your favorite character, meet poetry and distance with a tent, and decode the City Run...... On the Quark Hot Search May Day Entertainment List, concert dreams, park outings, camping and oxygen inhalation, comic exhibition carnivals, music festivals, national marathons, dream amusement parks, museum exhibitions and other contents have become the main travel directions of young people's hot searches.
Quark data shows that since April, young people have been searching for keywords related to "staggered peaks" with high popularity, and they use staggered peaks to avoid the grand occasion of "people from the crowd" during the long holiday, adding a little calmness and calmness to their travel. Among the many travel destinations, Gannan, Enshi, Libo, Wuhai, and Wuxi are among the most popular niche destinations for quark young people.