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The Influence Online Information has on Chinese Consumer Buying Behavior 2011: Travel & Tourism Category Report
DDMA Market Research & Consulting, Feb 2011
This insightful report finds that 57% of Shanghai trip takers state that information gathered online had most impact on which travel and tourism purchases they made. This indicates that US$ 8.9 billion of Shanghai outbound travel (sales of airline, bus, and train tickets and group tours for the purpose of leisure tourism) spend was driven mostly by information collected online.
This report introduces to you the online information gathering process and the key online information sources Shanghai consumers rely on when planning a business or a leisure trip. The focus of this report is domestic China tourism, which is the fastest growing sector in the category.
Results of our large sample quantitative research provide you exact knowledge of where consumers go online to gather information for travel and tourism purchase decisions – flights, hotel, destination, and more. We list the names and importance of these websites in detail to help you better target your business activities in China.
Our Focus Group China qualitative research held through 2010 will help you understand exactly how Shanghai consumers go through their travel and tourism purchase decisions – the majority of which is done with online information.
Key findings
- 57% of all Shanghai consumers who travelled partly or completely for leisure purposes i n the past 12 months state that information collected online had the greatest influence on their final purchase deci si ons i n terms of desti nati on, activities and mode of transport.
- US$ 15.7 billion of retail sales was generated from the outbound leisure travel market (sales of airline, bus, and train tickets and group tours for the purpose of leisure tourism) by Shanghai residents in 2010.
- US$ 8.9 billion - Share of Shanghai outbound leisure travel market that is mostly influenced by online information. Shanghai in 2010 was mostly influenced by online information.
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