生活方式趋势与旅游

HOW CHANGING CONSUMER BEHAVIOURIMPACTS TRAVEL TO EUROPE CONTENTS EXECUTIVE SUMMARY����������������������������������������������������������������������������������������������������������������������������������71. THE DRIVERS OF CHANGING CONSUMER LIFESTYLES�������������������������������������������102. THE END OF ADVENTURE?���������������������������������������������������������������������������������������������������������������463. CONSTRUCTIVE TOURISM�����������������������������������������������������������������������������������������������������������������704. SOCIAL LIVING��������������������������������������������������������������������������������������������������������������������������������������������985. PERSONALITY WITHOUT PEOPLE��������������������������������������������������������������������������������������������1186. NO ESCAPE�������������������������������������������������������������������������������������������������������������������������������������������������140APPENDIX����������������������������������������������������������������������������������������������������������������������������������������������������������151 LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOURIMPACTS TRAVEL TO EUROPE A report produced by theEuropean Travel Commissionand Future Foundation,in a series of fivetrends-based sections� THE END OF ADVENTURE?CONSTRUCTIVE TOURISMSOCIAL LIVINGPERSONALITY WITHOUT PEOPLENO ESCAPE Brussels, May 2016 Copyright © 2016 European Travel Commission Lifestyle Trends & Tourism – How changing consumerbehaviour impacts travel to Europe All rights reserved�The contents of this report may bequoted, provided the source is given accurately andclearly�Distribution or reproduction in full is permitted forown or internal use only�While we encourage distributionvia publicly accessible websites, this should be done via alink to ETC’s corporate website, www�etc-corporate�org� The designations employed and the presentation ofmaterial in this publication do not imply the expression ofany opinions whatsoever on the part of the Executive Unitof the European Travel Commission� Data sources: This report is based on researchconducted by Future Foundation (www�futurefoundation�net) and should be interpreted byusers 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 This report was compiled and edited by:Nick Chiarelli, Consultancy Director, and Shaina Yang,Senior Analyst, Future Foundation, under the supervisionof Stefanie Gallob, ETC Executive Unit, on behalf of theEuropean Travel Commission� The European Travel Commission thanks all contributors,especially Emöke Halassy, Hungarian Tourism Ltd�,Helena Varona and Cristina Salsinha, Turismo dePortugal, of the ETC Market Intelligence Committee� Cover: Global Shares Trends Ideas Sales SolutionExpertise Concept ©Rawpixel�com FOREWORD In today’s volatile economic climate, changing consumerbehaviours have an increasing impact on globalcommerce�The speed of consumer change, the blurringof traditional demographic boundaries, the growing powerof the consumer through technology and the nature ofglobalisation are making trend determination and theiradequate exploitation essential for success�This isparticularly important in the tourism sector, where thetraveller’s selection of goods and services is instrumentalfor living an experience�Shifts in consumers’ travelattitudes and behaviour in terms of experiences soughtand responses to marketing messages will ultimatelyimpact their travel product and destination choices� The European Travel Commission (ETC) has a long historyof gathering intelligence on Europe’s key overseas travelmarkets�However, travellers’ choices are changingrapidly�Acknowledging the need to capitalise on long-term behavioural and attitudinal consumer lifestyletrends, ETC commissioned Future Foundation to gathernew and meaningful insights on opportunities in long-haul markets suitable for action in the European tourismsector� This report aims to provide meaningful information toETC members, the 32 National Tourism Organisations ofEurope, and contributes to better adapting to consumerneeds in long-haul markets�Results are also meant tofeed into ETC’s promotion of the VisitEurope�com portaland its long-term strategy ‘Destination Europe 2020’� Dr. Peter De WildePresidentEuropean Travel Commission INTRODUCTION Consumers around the world are changing rapidly, in all kinds of ways, and the ways in which marketers attempt tocommunicate with them is having to change to keep up�They are, for example, becoming more and more demandingof the products and services they buy, more and more tech-enabled and more time pressured�They have less and lesstime in which to make decisions but higher and higher expectations that those decisions will prove to have been theright ones� The m