机构研究报告-韩国度假套餐预订用户分析报告：Hana Tour

温馨提示：以下内容均为外文报告原文，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSPackageholidayportals:HanaTourusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofHanaTourusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkHanaTourusersinKorea(’’brandusers’’)againstKoreanpackagedholidaybookersingeneral(’’categoryusers’’),andtheoverallKoreanconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingKorea)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofHanaTourhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofpackagedholidaybookersusingHanaTour45%41%37%33%36%33%33%33%33%35%37%36%36%35%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=40-90HanaTourusers,n=120-253packagedholidaybookersSources:ConsumerInsightsGlobalasofAugust2024HanaTourusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsHanaTourhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulation.ThereisafairlyevensplitofmaleandfemaleHanaTourusers.HanaTourhasalargershareofuserswithahighincomethanotherpackageholidayportals.SafetyandsecurityislessimportanttoHanaTourusersthantootherpackagedholidaybookers.FashionandbeautyarerelativelyprevalentinterestsofHanaTourusers.PetsarearelativelypopularhobbyamongHanaTourusers.Itstandsoutthat55%ofHanaTouruserswanttoexperiencesomethinguniqueduringtheirtravels.24%ofHanaTourusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofHanaTourusersthinkthattheenvironmentisanissuethatneedstobeaddressed.InstagramismorepopularamongHanaTourusersthantheaveragepackagedholidaybooker.HanaTourusersrememberseeingadsinonlinestoresmoreoftenthanotherpackagedholidaybookers.HanaTourusersaremorelikelytoliveinlargecitiesthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+HanaTourhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersinKoreaBrandusers25%34%32%9%Categoryusers22%34%33%10%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleHanaTourusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers52%48%Categoryusers50%50%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHanaTourusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea73%71%62%1%1%0%3%4%8%6%8%16%3%4%2%10%8%9%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024HanaTourhasalargershareofuserswithahighincomethanotherpackageholidayportalsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers51%29%20%Categoryusers46%33%20%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,HanaTourusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive​45%38%36%30%22%25%16%17%13%12%6%6%7%4%4%6%4%4%2%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HanaTourusersaremorelikelytoliveinlargecitiesthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea36%32%31%29%31%26%22%23%18%11%9%9%2%3%6%2%4%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20243%ofHanaTourusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers3%95%1%Categoryusers5%92%4%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttoHanaTourusersthantootherpackagedholidaybookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea67%61%61%48%46%44%41%38%36%41%40%41%33%30%32%24%23%21%21%18%27%17%17%18%16%13%12%6%5%4%HavingaAhappyAnhonestandTobesuccessfulSafetyandLearningMakingmyAdvancingSocialjusticeTraditionsgoodtimerelationshiprespectablelifesecuritynewthingsowndecisionsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofHanaTourusersConsumerlifestyle:maininterestsTop10interestsofHanaTourusersinKorea60%55%53%45%45%39%48%44%39%47%44%41%43%31%26%39%28%21%38%28%25%36%27%20%34%27%18%34%32%24%TravelMovies,TVshowsHealth&fitnessFinance&economyFashion&beautySportsPolitics&societyandcurrentArts&literatureCareer&educationFood&dining17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024PetsarearelativelypopularhobbyamongHanaTourusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofHanaTourusersinKorea69%62%42%44%41%40%30%32%23%34%29%21%33%20%15%33%31%27%31%26%20%31%24%14%27%18%13%26%21%13%TravelingShoppingOutdooractivitiesVideogamingPetsReadingDoingsportsandfitnessPhotographyCooking/bakingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024HanaTourusersaremorelikelytoplaygolfthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofHanaTourusersinKorea26%15%8%22%17%8%20%19%13%17%10%6%16%8%4%16%14%7%15%12%7%15%10%5%14%9%6%13%8%4%GolfBadmintonRunning/joggingHikingBasketballYoga/pilatesFitness,aerobics,cardioSwimming/DivingSoccerCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=45HanaTourusers,n=248packagedholidaybookers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024HanaTourusersaremorelikelytofollowsoccerthanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyHanaTourusersinKorea31%27%20%18%17%14%13%10%4%13%8%5%11%6%1%9%5%2%9%6%2%9%5%3%7%3%1%6%3%1%SoccerBaseballGolfBasketballAmericanfootballMixedMartialArtsTennisVolleyballBoxingMotorsports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=34HanaTourusers,n=248packagedholidaybookers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat55%ofHanaTouruserswanttoexperiencesomethinguniqueduringtheirtravelsConsumerattitudes:travelAgreementwithstatementstowardstravelinKorea68%65%51%55%47%34%43%40%21%27%25%20%26%19%10%WhenI’monvacation,IusemysmartphoneasaguideIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttomeWhenitcomestotraveling,IalwayslookforthecheapestofferIadjustmytravelplansonthebasisoftravelrequirementsand22Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofHanaTourusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea36%33%33%29%24%24%24%25%20%19%21%9%0%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHanaTourusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoHanaTourusers63%56%58%63%57%58%39%33%33%39%30%27%39%34%30%36%34%30%35%33%32%35%35%24%34%29%29%32%31%29%EconomicsituationRisingprices/inflation/Defense&foreignaffairsEnvironmentUnemploymentHousingCrimeEducationClimatechangeHealthandsocialsecurity24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyHanaTourusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers19%57%19%5%Categoryusers19%48%23%10%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints58%InstagramismorepopularamongHanaTourusersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand74%75%71%72%55%42%42%40%40%45%32%23%30%29%30%27%19%28%24%15%24%23%16%18%11%5%18%9%5%27Notes:Sources:YouTubeInstagramBandFacebookNaverCafeKakaoStoryTikTokX(Twitter)BlindEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50HanaTourusers,n=131packagedholidaybookers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024HanaTouruserstendtogotothemoviesmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks88%88%82%84%77%77%66%69%64%57%58%54%46%43%44%47%46%35%40%32%39%31%33%26%31%25%16%17%16%15%17%13%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioDailynewspapersPodcastsOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024HanaTourusersrememberseeingadsinonlinestoresmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereHanaTourusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks53%52%40%25%48%39%47%42%37%43%32%24%38%32%18%38%30%18%28%23%28%27%17%27%17%23%20%OnlinestoresVideoportalsSearchenginesSocialmediaBlogs/forumsVideostreamingservices11%10%7%MusicportalsVideogamesPodcastsWebsitesandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88HanaTourusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024HanaTourusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks68%67%54%45%38%24%41%33%22%41%38%30%32%25%12%22%19%9%22%21%14%17%13%9%OnTVAtthemoviesDirectlyinOnadvertisingBymailshot/InprintedOntheInprinted/cinemathestore