本报告研究涉及企业/品牌/案例：携程，同程旅游，途牛，日光山谷，古北水镇，宋城集团，马蜂窝，众信旅游，去哪儿旅行，艺龙旅行，乐嘉体育，实宝来，四海一品，熊猫酒店，新派餐饮，天景稻香饮食，南岗喜宴，雅歌餐厅，滋粥楼，科尔海热，中青旅， TripAdvisor猫途鹰，百度旅游，驴妈妈旅游


2019年，政府工作报告提出“发展全域旅游，壮大旅游产业”。国家与地方政策、良好的经济环境、社会观念和社会结构的改变以及技术共同推动全域旅游的发展。2018年，中国国内旅游人数55.4亿人次，入境旅游人数1.4亿人次，中国公民出境旅游人数1.5亿人次，保持增长态势。在与全域旅游结合的典型旅游产业中，冰雪旅游、乡村旅游、海岛旅游、亲子旅游、工业旅游等具有较大的投资前景。2017－2018冰雪季，中国冰雪旅游人数达到2.0亿人次；2018中国休闲农业和乡村旅游接待人次达30.0亿人次。2019年，旅游产品逐渐从线下市场转移至线上市场。iiMedia Research（艾媒咨询）数据显示，2018年中国在线旅游市用户规模达3.6亿人，预计2019年在线旅游用户规模达3.9亿人。旅游产品逐渐从线下到线上转移。


In 2019, the government work report proposed "developing global tourism and expanding the tourism industry." National and local policies, a sound economic environment, changes in social attitudes and social structures, and technology work together to promote the development of global tourism. In 2018, the number of domestic tourists in China was 5.54 billion, the number of inbound tourists was 140 million, and the number of outbound tourists from Chinese citizens was 150 million, maintaining a growth trend. Among the typical tourism industries combined with global tourism, ice and snow tourism, rural tourism, island tourism, parent-child tourism, industrial tourism, etc. have great investment prospects. In the 2017-2018 snow and ice season, the number of ice and snow tourists in China reached 200 million; 2018 China's leisure agriculture and rural tourism reception reached 3 billion. In 2019, tourism products gradually shifted from offline markets to online markets. According to iiMedia Research, the number of online travel users in China reached 360 million in 2018. It is estimated that the number of online travel users will reach 390 million in 2019. Tourism products are gradually shifting from offline to online.

本报告研究涉及企业/品牌/案例：携程，同程旅游，途牛，日光山谷，古北水镇，宋城集团，马蜂窝，众信旅游，去哪儿旅行，艺龙旅行，乐嘉体育，实宝来，四海一品，熊猫酒店，新派餐饮，天景稻香饮食，南岗喜宴，雅歌餐厅，滋粥楼，科尔海热，中青旅， TripAdvisor猫途鹰，百度旅游，驴妈妈旅游


2019年，政府工作报告提出“发展全域旅游，壮大旅游产业”。国家与地方政策、良好的经济环境、社会观念和社会结构的改变以及技术共同推动全域旅游的发展。2018年，中国国内旅游人数55.4亿人次，入境旅游人数1.4亿人次，中国公民出境旅游人数1.5亿人次，保持增长态势。在与全域旅游结合的典型旅游产业中，冰雪旅游、乡村旅游、海岛旅游、亲子旅游、工业旅游等具有较大的投资前景。2017－2018冰雪季，中国冰雪旅游人数达到2.0亿人次；2018中国休闲农业和乡村旅游接待人次达30.0亿人次。2019年，旅游产品逐渐从线下市场转移至线上市场。iiMedia Research（艾媒咨询）数据显示，2018年中国在线旅游市用户规模达3.6亿人，预计2019年在线旅游用户规模达3.9亿人。旅游产品逐渐从线下到线上转移。


In 2019, the government work report proposed "developing global tourism and expanding the tourism industry." National and local policies, a sound economic environment, changes in social attitudes and social structures, and technology work together to promote the development of global tourism. In 2018, the number of domestic tourists in China was 5.54 billion, the number of inbound tourists was 140 million, and the number of outbound tourists from Chinese citizens was 150 million, maintaining a growth trend. Among the typical tourism industries combined with global tourism, ice and snow tourism, rural tourism, island tourism, parent-child tourism, industrial tourism, etc. have great investment prospects. In the 2017-2018 snow and ice season, the number of ice and snow tourists in China reached 200 million; 2018 China's leisure agriculture and rural tourism reception reached 3 billion. In 2019, tourism products gradually shifted from offline markets to online markets. According to iiMedia Research, the number of online travel users in China reached 360 million in 2018. It is estimated that the number of online travel users will reach 390 million in 2019. Tourism products are gradually shifting from offline to online.

新旅游时代，从OTA到ITA的升级

2019年春节假期, 全国旅游总收入达到5139亿元，同比增长8.2%，保持高速增长的趋势。而据商务部监测，除夕至正月初六(2月4日至10日)，全国零售和餐饮企业实现销售额约10050亿元，比去年春节黄金周增长8.5%。当前国内消费内需将不断扩大，国内经济由高速增长向高质量发展转变，新产业、新模式、新业态的发展势头将更加强劲。

According to the ministry of commerce monitoring, the national retail and catering enterprises achieved sales of about 1005 billion yuan, increased 8.5% compared with last year's Spring Festival golden week . In addition, watching movies during the Spring Festival has become a must for many people in their Spring Festival entertainment activities. In terms of box office, the cumulative box office of films from February 5 to February 12 reached 6.868 billion yuan. At present, domestic consumption demand will continue to expand, the domestic economy will shift from high-speed growth to high-quality development, and the development momentum of new industries, new models and new business forms will be stronger.

本报告研究涉及企业/品牌包括:同程艺龙、凤凰旅游集团、卓锐科技、携程旅行、去哪儿旅游、同程旅游、飞猪旅游、马蜂窝自由行、途牛旅游、同程旅游、途牛旅游、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

随着居民生活水平的提高，出境游持续走热，中国在线出境游市场规模稳步上升，2018年交易额超万亿。八成出境游游客目的地选择亚洲，跟团游与自由行均得到部分游客的青睐。一二线城市居民是出境游游客的主要来源，80后游客最多，且女性略高于男性。

As the data of iiMedia Research showed, the number of outbound tourists in China maintained a relatively rapid growth，the scale of online outbound tourism market is over trillion in 2018, and the market scale has steadily increased. In the online travel platform with outbound travel business , Ctrip ranks first with 66.2 million monthly activities. China's outbound tourism maintained a high degree of network enthusiasm. New frontier cities contributed the largest new group of outbound tourists. The post-80s generation was the main group of outbound tourists, and female tourists were slightly higher than males.

本报告研究涉及企业/品牌包括:携程、去哪儿网、艺龙旅行、同程旅游、途牛旅游、马蜂窝、飞猪旅游、马蜂窝、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

iiMedia Research(艾媒咨询)数据显示，2017年在线旅游用户规模已达到3.25亿，预计2018年在线旅游用户规模将达到3.57亿人。2018年5月携程旅行月活跃人数达6855.2万人，领先于其他中国在线旅游平台，去哪儿旅行及同程旅游月活跃人数分别达4719.3万及2221.8万人，位列其后，头部企业月活跃人数相较其他平台领先优势明显。

艾媒大数据舆情监测系统显示，2018年以来携程企业多次陷入舆论漩涡，面临天价退票门、大数据杀熟、携程酒店竞价排名等多起舆论事件，网络舆论关注度高，负面舆情对携程企业产生了一定的影响。艾媒舆情对携程企业网络舆情监测发现，携程对三大事件的舆情应对评价指数总体较低，对舆情重视程度不足，造成了负面影响。

2018年2月，携程客户王女士取消4万多元的机票，被携程客服告知取消订单须收取18524元机票费作为退票费，后携程遭深圳市市监委通报批评并公开致歉。艾媒大数据舆情监控系统监测显示，3月25日事件爆发后，针对携程、OTA等讨论持续发酵，4月2日携程的舆情热度值达到新高峰。

艾媒报告显示，人民日报、南方周末和都市快报登上中国报纸新媒体最具价值TOP3宝座。研究报告网罗报纸、财经、网红、旅游、地铁、网购等20多个微信新媒体类别。

艾媒咨询研究院深入调研相关企业以及投资人士，结合国内外案例，依据艾媒北极星监测系统、草莓派用户调研中心的相关数据和预测模型，对行业的未来发展进行深度洞悉，推出了《2019-2024年中国全域旅游发展模式与投资战略规划分析报告》。报告对行业区域发展、企业经营、行业竞争格局等进行了重点分析，最后分析了行业的发展趋势并提出投融资建议。本报告数据权威、详实、丰富，同时通过专业的分析预测模型，对行业核心发展指标进行科学地预测。