Cross-border tourism initiatives are vital for fostering economic integration and cultural exchange, especially in regions with historical and geographical significance. This study examines the market demand and competitive positioning of the proposed China-Central Asia tourism train, a key initiative under the Belt and Road framework. Grounded in motivation and consumer value theories, the research analyzes travel motivations, consumer psychology, and market trends to identify demand preferences. A questionnaire survey was conducted to forecast market demand, complemented by competitive analysis of existing international tourism train routes. Findings highlight older travelers as the primary audience, favoring affordable pricing, flexible itineraries, and cultural immersion. Competitive analysis reveals the train’s potential to capitalize on Central Asia’s strategic Silk Road role through unique services and experiences. This study provides practical insights for cross-border tourism development, enhancing regional connectivity and promoting sustainable tourism under the Belt and Road Initiative.
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