Research On The Theoretical And Practical Of Micro-tourism

In 2011, under the development of micro-blog and We Chat, micro-tourism was also on the agenda. As a newly emerged form of tourism in China, micro-tourism is popular among young urban groups and micro-tourism products go online in major cities for this market. After several years' cultivation, micro-tourism has captured the important market rapidly and enjoyed a good reputation in the big cities including shanghai, Beijing, and Shenzhen. However, it is not widely popularized and still a new word to the mass tourists. In the meantime, to date, there is no scientific and systemic theory to explain micro-tourism. The research about it is still rare, especially short of empirical research. Therefore, it is pretty important to explore micro-tourism's rising reasons, connotation and market characteristics and strengthen theoretical study and practical exploration. This paper dwells on the concept of micro-tourism, and takes Shanghai as a case, selecting Scarecrow Travel Agency as the research object, to research its operation, market characteristics, micro-tourist's consumption behaviors and the influencing factors of the experience, based on first-hand experience, questionnaires and in-depth interview. After a qualitative and quantitative analysis on the data as well as interviews, it is found that the rise of micro-tourism comes from tourist motive's immediacy caused by the fragmentation of time, tourism resources' recognition triggered by attractionless tourism, and deep segmentation driven by tourism industry competition; micro-tourism has the following characteristics: micro format, less attractions, small niche market, new content, deep experience, light public welfare and high intelligence; for travel agency, the operation of micro-tourism is not mainly for profit but a business method to promote other tourist routes with more profits, which is also the main business model of micro-tourism at present. Finally, on the bases of positive study about Shanghai, the article summarizes existed issues in the development of micro-tourism and some countermeasures are given, to shape a perfect theory framework and provide practice experience for the development of micro-tourism in other cities.