(MarkMonitor)2016年全球旅游预订调查.pdfVIP

REPORT MarkMonitor® Online Barometer Global Travel Booking Survey 2016 Overview This MarkMonitor Online Barometer reports findings from a global travel booking survey that analysed consumer behaviour in the travel arena — specifically around booking trips online, and the risks posed by counterfeiters and online fraudsters to travellers and travel brands. MarkMonitor ® Online Barometer Table of Contents Executive Summary 3 Key Findings 4 The Ease of Booking Travel Online 6 The Reasons People Book Online 6 Online Booking Behaviour 7 Booking Discrepancies, Bad Experiences and the Power of the Review 9 Reacting to a Bad Experience 10 The Prevalence of Fraud 10 Consumers Choose Genuine Products Over Cheap Knock Offs 11 Keeping It Real 12 Travel and Digital Content 12 Conclusion 14 Methodology 15 2 MarkMonitor ® Online Barometer Executive Summary The global travel and tourism market is highly profitable and has exhibited steady growth 1 over the last few years. According to Statista , the direct contribution that travel has made to the worldwide economy stands at $2.23 trillion. The growth forecast is equally impressive,