2017 INBOUND TRAVEL DATA ANALYSIS REPORT, KUNMING, YUNNAN, PRC

总概 General view

1 时间范围为2017年1月至2017年12月。信息均来源于开源网络诸如:Google, Facebook, Twitter, Instagram, Tripadvisor等全球社交及旅游专业网站。

Time frame: January 2017 to December 2017. All collected data resources are from open-source platforms, such as Google, Facebook, Twitter, Instagram, Tripadvisor and so on.

2 在查找过程中,我们发现大部分北美国家的人会选择北京,上海,而去昆明的游客并不是很多,因此我们扩大游客的地域,主要包括了北美、澳大利亚、东南亚、欧洲、其他(未知国籍的非中国人)主要侧重于搜索北美地区的相关信息,占了53%,其次是东南亚地区。云南对于中国的游客非常受欢迎,但经常被外国人忽略,市场潜力巨大。

Most travelers from North Americacountries would choose Beijing and Shanghai as their favorite destination, while fewer tourists chose Kunming as their destination of choice. As a result, the search criteria was expanded to include tourist destinations which included North America, Australia, Southeast Asia, Europe, Other (unknown non-Chinese nationals). The majority of the searches pertaining to North America accounted for 53%, followed by South-East Asia. While Yunnan is a very popular tourist destination among Chinese but it is often overlooked by foreigners and has great market potential.

 3  查找的内容范围包括美食、住宿、出行、游览、购物、娱乐六要素。

Keyword terms for searching included Food & Dining, Accommodation & hotels, TransportationSightseeing, Shopping and Entertainment.

 4 从我们找到的内容来看,对昆明的评价均以正面为主。其中好的评价数有:70.2%;坏的评价数有:17.6%;持中立态度的有12.2%。

Most of the reviews of Kunming were perceived to be positive. Positive remarks accounted for 70.2% of all ratings while neutral remarks and negative remarks accounted for 12.2% and 17.6respectively.

 5 其中六要素分类排名情况:按照顺序依次为娱乐、游览、美食、出行、购物、住宿。

The reviews are based on 6 categories such as Entertainment , Sightseeing , Dining , Transportation , Shopping and Accommodations.

6 要素类分项顺序排名情况:按照顺序依次为风景区观光、菜品类、住宿房间、人文、娱乐场所、购物场所、出行的交通选择、旅游/导游、服务等。

The sub-categories of the 6 categories are ranked as Scenic spots,Types of Dishes, Room accommodations, Culture, Entertainment venues, Shopping-malls, Transportation, Travel /Tour guide, Service.

 7 昆明最受欢迎的主要是:44%(火锅、烧烤、米线);39%(翠湖、石林);17%人文。

火锅Hotpot

烧烤BBQ

米线Rice-noodle

翠湖 Green Lake

石林Stone Forest

Kunming’s most popular: 1) food (44%)such as hotpot, barbecue food, rice-noodles; 2)Scenic spots (39%)such as Green Lake and Stone Forest and 3) Culture-related activities (17%)

8 人文评价:34%有活力、安静、美丽;22%安全;11%和谐和友好;22%其他。

Reviews on culture mention 34% energetic, peaceful, beautiful; 22% mention safety; 11% pleasant and friendly; 22% others.

 9 有待改进的地方主要是:住宿方面停车位不好找、出行方面航班经常延误、游览方面需要增加标示、购物方面主要谈及到对昆明的花鸟市场不满,表现在动物和毛茸茸的生物较少,被关在小笼子里,觉得可怜。

Areas that need improvement : 

1. Ease of finding parking lots at accommodation/hotel venues;

2. Improvements to reduce airline delays;

3. Increase in public signages;

4. Measures to eliminate animal cruelty at Kunming’s flower and bird such as preventing small pets from being confined to small cages.

 10 云南省在2017年5月份在美国举办过路演活动,路演活动后,谷歌上有关“云南旅游”的搜索量明显比之前有所增加。

The Yunnan Tourism Development Committee carried out a roadshow of Yunnan in USA in May of 2017,. The roadshow has significantly increased the searches regarding “Yunnan” on Google.


美食篇 Food

通过搜索海外人士关于来昆明旅游对美食方面涉及到餐厅、菜品、味道、服务的评价数据统计显示,发现其谈论及展示最多是菜品的照片占69%,其次是表达食物的味道占11%、服务占9%。涉及餐厅的评论较少。

Comments/reviews by overseas tourist were related to food, restaurants,  taste, and services . Most topics were related to mentioning and uploading of pictures of dishes (69%). Other topics of interest were the taste of food (11%) and the quality of service (9%). Very few reviews mentioned about the restaurant itself.

2 通过相关搜索,发现海外人士展示出来的菜品照片中,以火锅类图片展示出来的较多占25%,其次是烧烤类占22%,然后是过桥米线占19%和炒菜类占16%。涉及面食类占6%,其他品占类12%。

According to the search criteria, it was discovered that foreigners like to share photos of food. Types of food dishes shared by foreigners were Hotpot (25%),Barbecue (22%) , Ricenoodles (19%), Regular dishes (16%) wheathen foodproducts (6%) and Other snacks (12%)

 3 通过开源系统,我们可以分析页面喜好者及其相关发布者,以下是Salvador‘s Coffee House(萨尔瓦多咖啡餐厅)的相关联结果。(下图是我方开源情报系统分析展示图)

This is our graphical representation of data gathering system

Based on our analysis, we were able to find out Salvador’s Coffee House is Kunming’s most popular restaurant.

  昆明排名前五的餐厅/Top 5 restaurants in Kunming


住宿篇 Accommodation

对于外国人来说,昆明排名前五的酒店分别是:

昆明索菲特大酒店 Sofitel Kunming

昆明君乐酒店Grand park Kunming

昆明银柜精品酒店The silver chest boutique

昆明七彩云南温德姆豪廷大酒店Wyndham Grand Plaza

昆明洲际酒店Intercontinental Kunming

According to foreigners, the top 5 hotels in Kunming are as above:

 国外游客对昆明“住”印象的信息,样本量较少,其中美国用户占大多数。数据来源:Facebook、Tripadvisor及Website 网站。这个酒店在Facebook上有125个点赞,是昆明酒店在Facebook上点赞最多的酒店。可以看出,昆明酒店做国际化营销的理念还不是很强。(下图是我方开源情报系统分析展示图)

This is how the graphical representation of data gathering system works for Sofitel Kunming

A very small sample set of data on Kunming hotels and accommodation reviews have have been acquired. The source of data was derived from Facebook, Tripadvisor and the hotel’s official website. Among all of Kunmings hotels,Sofitel Kunming received 136 likes on Facebook, the hotel that received the most likes of all Kunming hotels on Facebook. In general, hotels in Kunming require a stronger international marketing approach to attract more foreigner tourists.


游览地Source countries of Tourists

1 通过搜索统计数量,如图所示:可知其海外游客来昆明旅游发布游览相关信息的客源主要来自东南亚和北美地区。

 The main source of the foreign visitors to Kunming are from Southeast Asia (28%) North America , EU (16%) Australia (8%) and other countries (20%)

2 海外游客在谈论到的景点中,以翠湖占比最多,石林景点次之。

 

Green Lake and the Stone Forest are the most popular sites among all tourist attraction sites in Kunming..

3 我们可以清晰地看到,那种开放的,有人文活动的自然公园,是最受外国人欢迎的,其次,云南是一个多民族的省份,集各个少数民族特色的民族村也成为了外国人必去的景区。这里面反映出,对于外国人而言,充满人文气息,和当地人接触,感受文化,风俗的旅行方式和中国人目前疯狂购物形成了鲜明的对比。外国人活的更在意旅行本身“体验”“精神满足”这几方面。

Based on types of tourist attractions and reviews, we are able to see that western visitors are more interested in natural attractions and outdoor activities.. Yunnan is a province is a multi ethnic province concentrated with various ethnic minorities and characteristics that have become a scenic spot for foreigners to visit This reflects a striking contrast between the way foreigners culturally immerse themselves and experience local culture as oppose to Chinese habits of going on explosive shopping sprees when traveling.

4 外国人根本不会去的景点, 是否需要做一些有效的宣传和干预呢?

Least favorite sites for foreigners. What can be done to change this?


购物喜好 Shopping preferences

1 大部分是来自与云南接壤或邻近的东南亚国家,占比38%,相比之下,其次是欧洲,北美,澳洲。完全符合其他评论和信息采集样本的数据样本构成。

Most foreigners are from South East Asian countries bordering or adjacent to Yunnan, accounting for 38% of all tourists, as opposed to 24% from Europe, 22% from North America and 2% from Australia. The composition of data samples fully confirms to other reviews and other data collection samples collected.

 2 大部分游客对于购物场所和购物品类比较能明确地反映出外国人对旅行过程中购物的习惯,那就是还是他们愿意去看能和当地人接触,有文化和体验经历的场所。这很符合笔者15年和外国人接触过程中的经验判断。购物方面,游客们的热点话题评论大多谈及花鸟市场和南屏街区域。鲜花,香料,动物商店,有很多代表各少数民族的纪念品。

Most visitors to shopping destinations and items purchased reflect foreigners’ shopping habits during their trip and also their willing to see places that can have immerse themselves with the locals to experience the local culture.Shopping is also one aspect that is most talked about, particularly the Bird and Flower market, which is the biggest and most ancient bazaar in Kunming where flowers, spices, pets and other souvenirs that represent various ethnic minorities can be purchased.


娱乐场所以及娱乐Entertainment

1 统计了2017年1至12月共12个月关于娱乐方面的数据评论,日期以评论发布日期为准。从发布日期趋势图来看:其在5月份、9月份的数量较多。

 

Data collected in the following graph is between Jan. 2017 to Dec.2017. May, June, and September are the months where travelers’ are highly active posting reviews/comments about their experiences in Kunming.

 2 从图中可以看出,在昆明各大娱乐场所发表评论的人员大部分来自北美及欧洲国家。 

From the based on , it can be seen that more than 60% of comments are from US travelers (Red part) The majority of them are keen on giving comments and sharing their opinions of their travel experiences.

 3 从图中可以看出这些评论中,“云南映象Dynamic Yunnan” 和“正义坊北馆·钱王街71号”的占比较高。同样地,也是反映了云南现在当下最具IP特色的演出(杨丽萍)以及文化韵味很浓,且有历史意义的钱王街。 

Dynamic Yunnan, Qian wang No.71, and the Grand view park are most liked places or activities by foreign tourists in Kunming. Further branding and marketing strategies will make these tourist destinations known to a wider market.


评论Comments

依据不同国家所发布的评论中以关键词、语气、表情和评分,态度总共分为四类:很棒、非常好、一般、差、很糟。评论数也很符合北美游客居多的这个数据。同时也反映出北美用户比较喜欢分享,评论的性格特点。

国家\评价等级

Country\Rating

很棒

Excellent

非常好

Very good

一般

Fair

Poor

很糟

Bad

北美 USA

140

37

15

6

9

英国 UK

15

4

2

1

1

法国 FRANCE

20

3

0

1

2

日本 JAPAN

5

2

2

1

0

荷兰NETHERLANDS

5

1

0

0

0

意大利 ITALIA

4

1

1

0

2

俄罗斯 RUSSIA

3

1

0

0

0

西班牙 SPAIN

2

1

0

0

1

德国GERMANY

3

0

0

0

2

挪威NORWAY

1

1

0

0

0

葡萄牙 PORTUGAL

2

0

0

0

0

泰国THAILAND

1

0

0

0

0

韩国 KOREA

4

3

2

0

0

The above table is based keywords, moods, facial expressions and ratings based on the reviews published in different countries. Five categories based on excellent, very good, fair, poor and bad have been devised to summarize these findings. The number of reviews is also very much inline reflect how North American tourists like sharing their comments/reviews and express themselves freely.


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