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欧洲旅游委员会(ETC):2026赴欧长途旅行者负责任旅游行为评估报告(英文版)(64页).pdf

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1、 Assessment of Responsible Travel Behaviours of Long-Haul Travellers to Europe Assessment of Responsible Travel Behaviours of Long-haul Travellers to Europe Wave Two A report produced for the European Travel Commission by Kairos Future Copyright 2026 European Travel Commission(ETC)Assessment of Resp

2、onsible Travel Behaviours of Long-haul Travellers to Europe Wave Two All rights reserved.The contents of this report may be quoted,provided the source is given accurately and clearly.Distribution or reproduction in full is permitted for own or internal use only.While we encourage distribution via pu

3、blicly accessible websites,this should be done via a link to ETCs corporate website.Published by the European Travel Commission Rue du March aux Herbes,61,1000 Brussels,Belgium Website:www.etc-corporate.org Email: ISBN No:978-92-95107-87-8 Cover photo:Man walking on Camino de Santiago in Spain Image

4、 ID:1117564085 Copyright:varuna This report was compiled and edited by Kairos Future on behalf of the European Travel C This project is co-funded by the European Union.Views and opinions expressed are,however,those of the author(s)only and do not necessarily reflect those of the European Union or Eu

5、ropean Commission.Neither the European Union nor the European Commission can be held responsible for them.Executive Summary This report presents results from the second project within a monitoring initiative that tracks four responsible travel behaviours among long-haul visitors to Europe:travel off

6、-season,go off the beaten track,love local and travel green.The study combines a 3,000-respondent survey,a qualitative netnographic study of online travel-related conversations,and an AI-assisted text analysis of editorial media in six source markets(Australia,Brazil,Canada,China,Japan and the Unite

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1. **行为指标提升**:2025年四项负责任旅行行为指标均较2024年(基准100)提升:绿色出行(108)、小众路线(106)、本地体验(105)、错峰出行(102)。 2. **意图-行为差距**:错峰出行(4%)和小众路线(5%)存在差距,本地体验与绿色出行无差距;计划中的旅行更倾向负责任行为。 3. **媒体与社交趋势**:61%媒体内容涉及负责任旅行(本地体验占比最高50%);社交讨论聚焦实用障碍(如季节定义模糊、铁路预订碎片化)及成本考量。 4. **核心建议**:简化铁路预订、明确错峰指引、支持电动车租赁;将负责任选择转化为价值主张(如成本与便利性);推广“慢旅行”叙事。
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