欧洲旅游委员会（ETC）：2026欧洲有意识旅行者细分群体研究报告（英文版）（50页）.pdf

1、Understanding EuropeanConscious Traveller SegmentsPROJECTBACKGROUNDAND SCOPE As tourism continues to evolve,European destinations are being increasingly calledupon to address changing traveller values,particularly when it comes to issues likesustainability,authenticity,seasonality,crowding and mobil

2、ity.This reflects abroader shift in attitudes within society,including heightened awareness of climatechange,a desire to reduce environmental impact and an emphasis on quality overquantity in consumption and travel.At the same time,destinations are increasinglyseeking to develop tourism grounded in

3、meaningful exchanges between residentsand travellers,ensuring that tourism delivers mutual benefits for both hostcommunities and visitors.In light of this,the European Travel Commission(ETC)aims to support NTOs in understanding and engaging with the segment of Europeantravellersseekingmoreresponsibl

4、eandmeaningfultravelexperiences.The project Understanding Europes Conscious Traveller Segments,develops aset of traveller profiles capturing the different attitudes,preferences,concerns andbehaviours within the responsible traveller segment.These insights should supportNTOs to fine-tune their market

5、ing strategies and theproductsthey offer to match theevolving perceptions and expectations of European travellers,and support thedevelopmentof morecompetitiveandsustainabledestinations.The analysis is based on existing data from the ETCs Monitoring Sentiment for Intra-European Travel(MSIET)survey.In

6、cluded are Europeans who had taken more thanone overnight trip in the past three years at the time of surveying.A two-step ClusterAnalysis model was applied to identify correlations between attitudes,behavioursand concerns,and to compile different conscious traveller profiles.On top of this,descript