2015 Rural Tourism Market Research

Rural tourism has entered an era of upgrading and transformation, and rural tourism products also urgently need to be upgraded and transformed to cope with increasingly diverse and personalized market demands.

In this context, tourism has become a booster for domestic consumption. In 2014, the number of domestic tourists reached 3.63 billion, and the total tourism revenue reached 3.25 trillion yuan. The annual growth rate of both indicators exceeded 10%. Among them, the number of domestic rural tourists reached 1.2 billion, accounting for 1/3 of the total number of tourists, and the tourism revenue reached 320 billion yuan. There are more than 2 million rural tourism reception points (agricultural entertainment and above) in the country. Rural tourism has become a force that cannot be underestimated in the industry.

1. Research Background

The survey was conducted in the form of an online questionnaire and lasted 26 days. A total of 1,773 valid questionnaires were received (the same IP address or device could only participate once). The number of participants exceeded expectations, providing more accurate basic data for the research.

2. Research subjects

The subjects of this survey are the middle class in first- and second-tier cities (high income level, good education background, reasonable family structure, main age group, and moderate ratio of men to women). Therefore, the questionnaire focuses on this group of people. After the questionnaires are collected and analyzed, the participating population is basically the same as the planned survey subjects.

III. Survey Conclusion

The frequency of rural tourism among urban residents is still relatively low, and there is huge potential for development

Rural scenery is still the first attraction of rural tourism

Self-driving is the main way of rural tourism

Rural tourism consumption affordability is increasing

There is huge market demand for rural homestays and inns

The price range of 100-300 yuan is the main range for rural homestays/inns.

The development requirements and conditions of rural tourism destinations are increasing

Rural tourism has a strong desire to shop

The basic market for rural resorts has already taken shape

The content demand for rural resorts is becoming more diversified

IV. Survey Summary <br /> This survey found that rural tourism has broad market prospects and huge potential, indicating that rural tourism has entered an era of upgrading.