从长途客源市场追踪欧洲的多目的地旅行

STUDY ON TRACKING MULTI-DESTINATIONTRAVEL IN EUROPE FROM LONG-HAUL SOURCE A report produced forthe European Travel Commission Copyright © 2018 European Travel Commission (ETC) Tracking Multi-Destination Travel in Europe from Long-HaulSource Markets–US, China, Japan and India Allrights reserved. The contents of this report may bequoted, provided the source is given accurately and While we encourage distribution via publicly accessiblewebsites,this should be done via a link to ETC’scorporate website,www.etc-corporate.org. Data sources: This report is based on researchconducted by Kairos Future(www.kairosfuture.com)and should be interpreted by users according to their needs Published by the European Travel CommissionRue du Marché aux Herbes, 61,1000 Brussels, BelgiumWebsite:www.etc-corporate.orgEmail:info@visiteurope.com ISBNNo:978-92-95107-16-8 Cover: Woman's hand marks route on paper map ofEurope using pins and red rope.Image ID: 673487857 Table of contents Table of contents..........................................................................................................................3Acknowledgements......................................................................................................................5Foreword.......................................................................................................................................6Executive summary......................................................................................................................7Multi-Destination Travel and the European Tourism Sector.........................................................7Survey of multi-destination travellers...........................................................................................7Spatial patterns of multi-destination travel in Europe...................................................................8Case studies...............................................................................................................................9 1.Introductory overview of multi-destination travel.............................................................11 1.1 Multi-destination travel and the European tourism sector....................................................111.2 An overview of the evolution of multi-destination travel.......................................................121.2.1 More people can afford travelling around Europe.........................................................121.2.2 From group travel to individual travel............................................................................121.2.3 From ‘Best of Europe’ tours to immersion ina region...................................................121.2.4 The rise of themed travel..............................................................................................131.2.5 Cross-border travelling has become easier..................................................................131.3 Insights from academic tourism research............................................................................141.3.1 A model for classifying multi-destination travel patterns................................................141.3.2 Four reasons for visiting multiple destinations..............................................................151.3.3 An aspect of travelling thatdeserves more attention....................................................151.4 Relevance of multi-destination travel for destinations..........................................................161.4.1 Increased relevance and visibility.................................................................................16 2.Survey of multi-destination travellers................................................................................17 3.Analysis of multi-destination travel in Europe from four targeted markets....................183.1 An analysis of trip pattern based on millions of online reviews............................................18 3.1.1 The whole picture.........................................................................................................183.2Country combinations..........................................................................................................193.2.1 Varying levels of integration..........................................................................................213.3 Paris–the main hub...........................................................................................................243.4Trip clusters........................................................................................................................253.4.1 The emerging clusters are not necessarily theme-based..............................................263.4.2 Introduction to the visualisations...................................................................................263.4.3 The Balkans..........................................................................