A Comprehensive Evaluation of the Trip.com Strategic Partnership on Consumer Travel Intentions

This questionnaire forms part of an academic research project examining an emerging business model that integrates live entertainment with tourism services. Specifically, the study focuses on the 2025 strategic partnership between Trip.com Group and Live Nation Asia, which combines concert tickets with travel products such as flights and accommodation on a single digital platform.

The purpose of this survey is to understand how such integrated “Concert plus Travel” packages influence consumers’ travel intentions, purchasing behaviour, and perceptions of platform value. Your responses will help evaluate consumer acceptance, perceived benefits, and potential concerns associated with this cross-industry collaboration.

Participation is voluntary. All responses are anonymous and will be used solely for academic purposes.

本问卷为一项学术研究的一部分，研究对象为线上娱乐与旅游服务相结合的新型商业模式。研究以 Trip.com 集团与 Live Nation Asia 于 2025 年建立的战略合作为案例，该合作将演唱会门票、机票及住宿等旅游产品整合至同一数字平台。

本调查旨在了解此类“演唱会加旅游”整合产品如何影响消费者的出行意愿、购买行为以及其对平台价值的认知。你的回答将有助于分析消费者接受度、感知价值及潜在风险。

本问卷完全匿名，仅用于学术研究。

Section A: Respondent Background
第一部分：受访者背景信息

1. Age of the respondents
受访者年龄

18-2425-3435-4445 and above

2. How often do you travel for leisure or events per year?
你每年用于休闲或活动的出行频率是？

More than 5 times 5 次以上3–5 times3–5 次1–2 times1–2 次Rarely很少

3. Are you interested in live music events or concerts?
你是否对现场音乐或演唱会感兴趣？

Very interested非常感兴趣Somewhat interested比较感兴趣Neutral一般Not interested不感兴趣

Section B: Platform Usage and Awareness
第二部分：平台使用情况与合作认知

4. Have you used Trip.com (or its related brands) to book travel products?
你是否使用过 Trip.com（或其相关品牌）预订旅游产品？

Yes, frequently是的，经常使用Yes, occasionally是的，偶尔使用Know the platform but not used了解但未使用Not familiar不熟悉

5. Are you aware that some travel platforms collaborate with concert organisers to offer “concert plus travel” packages?
您是否知道一些旅游平台会与演唱会主办方合作，提供“演唱会+旅游”套餐？

Yes, clearly aware是的，非常了解Somewhat aware略有了解Heard of it but not sure只听说过Not aware at all完全不知道

Section C: Concert-Related Travel Experience
第三部分：演唱会相关出行经历

6. Have you ever travelled (domestically or internationally) to attend a concert organised by major promoters (e.g. Live Nation)?
你是否曾经（在国内或国外）旅行去参加由大型演出商（例如 Live Nation）组织的演唱会？

Yes, international travel是，跨国出行Yes, domestic travel是，国内出行Considered but did not travel曾考虑但未成行Never从未

7. If concert tickets, accommodation, and transport were offered as one integrated package, how would this affect your willingness to travel?

如果将音乐会门票、住宿和交通打包出售，这会如何影响您的出行意愿？

Significantly increase显著提高Slightly increase略微提高No change没有变化Decrease willingness降低意愿

Section D: Evaluation of Integrated Packages

第四部分：对整合产品的态度评价

8. Please indicate your level of agreement with the following statements:

请表明您对以下陈述的同意程度：

Strongly disagree 非常不同意
Disagree 不同意
Neutral 一般
Agree 同意
Strongly agree 非常同意

a. Integrated packages save time and effort 整合套餐可以节省时间和精力

b. Emotional experience from concerts motivates travel decisions 演唱会带来的情感体验会驱动出行决策

c. Price transparency affects my purchase intention 价格透明度会影响我的购买意愿

d. Trust in the platform influences my acceptance of bundled services 我对平台的信任影响我对套餐的接受度

e. Exclusive or priority benefits increase attractiveness 专属或优先权益会提升产品吸引力

Section E: Platform Value and Risk Perception

第五部分：平台价值与风险认知

9. Compared with booking each service separately, how likely are you to purchase an integrated concert-related travel package?

与分别预订各项服务相比，您购买包含演唱会相关服务的综合旅行套餐的可能性有多大？

Much more likely非常可能More likely更可能No difference没有区别Less likely更不可能

10. What potential concerns might discourage you from purchasing such packages? (Multiple choice)

哪些因素可能会阻碍你购买此类套餐？（可多选）

Complicated refund policies退改政策复杂Schedule or concert changes行程或演出变动High bundled prices打包价格偏高Poor coordination between services服务衔接不佳No major concerns没有明显担忧

Thank you for your participation. Your responses provide valuable insights into consumer perspectives on integrated entertainment and travel platforms.

感谢你的参与，你的回答将为研究娱乐与旅游平台整合模式提供重要参考。

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