Executive Summary执行摘要
地点随意、时间随意、休闲的旅游内容，处处展现个性旅游，让游客在旅游中产生新的体验——虽然业内人士对旅游业的定义类似于定制旅游，但定制旅游产品的形式是多样的。”由于国内游客规模大，绝对是游客需求量大、民俗多样化的特点，目前国内旅游市场上最多有三种民俗旅游产品形式。注意个性化定制旅游，如果你想在这个市场上做得好，很多问题需要解决，但最关键的是创新。旅游产品和服务创新不足是目前旅游市场存在的一大矛盾，在这种环境下，定制旅游市场创新能力也突显出来。”从业人员不能简单地等同于为游客提供游轮、游艇、飞机和其他奢侈品的定制服务。必须在产品设计窗口中突出，突出新颖性，尽量设计巧妙的解决方案，提供独特的服务，从而增加产品的附加值，打动游客的心。”
Place at random, time, casual, casual travel content, everywhere reveal personality travel allows visitors to travel to produce new experience - although the personage inside course of study similar to the definition of custom tourism, but the form of custom tourism products are perse. ", because of the large size of domestic tourists is absolutely tourists demand for custom persified characteristics, the current domestic tourist market of up to three custom tourism product form. Pay attention to personalized custom tourism, if you want to do a good job in this market, many problems need to be solved, but one of the most crucial is innovation. Lack of the innovation of the tourism products and services is a major contradiction existing in the tourism market at present, in this environment, custom tourism market innovation ability also highlights. "Practitioners must not simply equal to custom service to provide visitors with cruise ships, yachts, planes and other luxury products. Must be highlighted in the product design window, highlight the novelty and try to design ingenious solutions, provide a unique service, so as to increase the added value of products, hold tourists heart."
1.0 Introduction 4
1.1 Background 5
2.0 Literature 6
2.1 One-to-one Marketing Initiatives 6
2.2 Examples 7
Figure 2 - Firm choice on level of personalization 9
2.3 Customer Relationship Management (CRM) 10
2.4 Attention economy 14
3.0 Research method 16
3.1 Research aims 16
3.2 The execution of the questionnaire 17
5. Discussion 19
4 Summary 27
5 References 29
1.0 Introduction引言
私人定制旅游是目前国外非常流行的一种旅游方式，根据旅游者的需求，以旅游者为导向的旅游行动流程设计，即高端旅行社根据客户的具体需求，从路线、方法和服务等方面为客户量身定做，使之具有较强的个人风格的旅游，它提供了一个个性化、专属的“一对一”式优质服务。国家旅游局已公布2016年上半年旅游统计报告。根据2016年上半年的报告，中国旅游市场稳步扩大，继续引领宏观经济。其中，国内旅游22.36亿人，同比增长10.47%；寄宿旅游近1.27亿人，增长4.1%；上半年旅游收入达到2.25万亿元，增长12.4%。
据2016年1-6月报告，入境旅游人数6787万人次，比上年增长3.8%。其中：外国人1347万人次，同比增长9%；香港同胞4003万人次，同比增长2.2%；澳门同胞1158万人，同比增长3.5%；台湾同胞279万人，增长5.8%。2016年1-6月，入境通宵旅游2887万人次，增长4.3%。其中：外国人1036万人次，同比增长6.8%；香港同胞1369万人，同比增长2.3%；澳门同胞236万人，同比增长3.5%；台湾同胞246万人，增长6%。2016年1-6月，国际旅游业收入达到570亿美元，比一年前增长5.3%。中国公民出境旅游人数5903万人次，同比增长4.3%。分析认为，下半年旅游业将继续引领宏观经济。国内旅游继续保持两位数增长，入境旅游有望达到4%的良好增长势头，出境旅游仍将保持4%左右的增长势头，这意味着旅游收入将继续增长，经济和国外旅游将在旅游中大受欢迎。私人定制旅游业务起源于欧洲、英国、法国等国家，率先将私人定制作为时尚个性化的消费方式，在全国中产阶级的推动下，进而延伸到全国旅游热。目前，国内高端私人定制旅行社数量较少，但已初具规模。目前国内可定制的旅游网络可定制的主题有：豪华游艇旅游、直升机旅游、摄影旅游、极地旅游、环境旅游、岛屿蜜月、婚庆假日、城堡会议、高尔夫假日、品酒之旅、豪华手表之旅、时尚之旅等，其中包含了三维一体化F陆、海、空专业定制旅游。这么多激动人心的旅游主题，我相信，为了满足各种游客的需求，虽然景观相同，但不同的游戏都能带给游客非一般的旅游享受。
Private custom tourism is now a very popular way of travel abroad, according to the needs of tourists, tourists-oriented tourism action process design, that is, high-end travel planning agency according to customer specific needs, from the route, methods and services to customers Tailored to have a strong personal style of the trip, it provides a personalized, exclusive, "one to one" type of high-quality services. The national tourism administration department hasdisclosed the tourism statistics report of the first half of 2016. According to a report of the first half of 2016, China's tourism market has expanded steadily, which continues to lead the macro economy. Among them, the domestic tourism is up to 2.236 Billion persons, year-on-year growth of 10.47%; boarding travel is almost 127 Million people, up to 4.1% growth; First-half tourism revenue reachesRMB2.25 Trillion, an increase of 12.4%.
According to a report of January to June of 2016, the number of inbound tourism is up to 67.87 Million persons, 3.8% higher than a year ago. Among them: foreigners 13.47 million person-time, up by 9.0%; Hong Kong compatriots 40.03 million person-time, up by 2.2%; Macao compatriots 11.58 million, up 3.5%; compatriots in Taiwan 2.79 million, an increase of 5.8%. Between January and June 2016, entry overnight travel number 28.87 million, an increase of 4.3%. Among them: foreigners 10.36 million person-time, up by 6.8%; Hong Kong compatriots 13.69 million persons, up by 2.3%; Macao compatriots 2.36 million, up 3.5%; Compatriots in Taiwan 2.46 million, an increase of 6.0%. Between January and June of 2016, the international tourism incomeis catching to $57 Billion, 5.3% higher than a year ago. The number of Chinese citizens outbound tourism 59.03 million person-time, year-on-year growth of 4.3%.Analysis, the second half of the tourism industry will continue to lead the macroeconomic. Domestic tourism continued to maintain double-digit growth, inbound tourism is expected to reach 4% of the good momentum of growth, and outbound tourism will remain around 4% growth.That means the travelling revenue will expect to continue grow in the economic and foreign travelling will be popular in the travelling. Private custom tourism business originated in Europe, Britain, France and other countries take the lead in the private personal customization as a fashion personalized way of consumption in the promotion of the middle class in the country, and then extended to the national tourism hot. At present, the domestic high-end private custom travel agencies in small quantities, but have begun to take shape. The current domestic customizable travel network can be customized themes are: luxury yacht tours, helicopter tours, photo tours, polar tours, environmental tours, island honeymoon, wedding holidays, castle meetings, golf holidays, wine tasting trip, luxury watches trip, fashion trip, etc., which is encompassing the three-dimensional integration of land, sea and air professional custom travel. So many exciting tourist theme, I believe that to meet the needs of a variety of tourists, although the same landscape, but different games are able to bring tourists to enjoy the non-general tourism.
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6. Summary
In conclusion, this dissertation aims to study the feasibility of tailor made travel at present China and its current situation in China by answering what target customers the tailor made travel and price set are, what its development potential and prospects of tailor made travel are and what the advantages and disadvantages of tailor made travel are by reviewing literature of previous about one-to-one customization, personalization marketing and qualitative analysis questionnaire. When performing and analyzing questionnaire, it pays attention to the limitations of questionnaire to require the participants to answer questions onsite and to try to cover as many as levels of participants as possible to reveal the objective that why current China is both great challenge and chance for tailor made travel, though according to the current situation of tailor made travel in China, it is still infant industry that the management, standards, charges and related regulations etc. are in need to regulate.
1) network competition within the tourism industry. The cause of industry internal competition may have the following several kinds: one is the industry growth is slow, fierce competition for market share. Second is the number of competitors, competitive strength about; Three is to provide a product or service is roughly same competitors, or less reflect not only the obvious difference; Fourth, some companies for the benefit of economies of scale, expand production scale, market balance is broken, a large surplus of products, companies began a campaign to resort to cheap prices in large quantities. 2) online travel industry customer's bargaining power. Industry customers may be industry product of consumer or user, may also be a commodity buyer. Customer's bargaining power in can make the seller to lower prices, improve the quality of the product or provide a better service. 3) bargaining power supply manufacturers, network of tourism industry in supply manufacturers could effectively push the buyer accept the higher price, the earlier payment time or more reliable method of payment. 4) network tourism industry the threat of potential competitors, potential competition of fingers that may enter the industry to participate in the competition of enterprise, they will bring new production capacity and share of the existing resources and market share, the result is the industry production costs rise, the market competition, product price decline, industry profits. 5) network alternative tourism industry pressure, refers to has the same function, or to meet the same requirements which can be substituted products competitive pressure
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