Wei Xiaoan, President of Leisure and Holiday Branch of China Tourism Association
The topic I’m going to talk about today is "Tourism in China, Times Change", because we are familiar with the word times, but we may not really understand it. China’s tourism development has entered a new turning point in 45 years. What turning point? One is to reopen and the other is to develop again, but the foundation is different and the starting point is different, so it cannot be mentioned in the same breath. From 1978 to 1979, Deng Xiaoping talked about tourism development five times in 10 months. Thirty years later, Huangshan held a meeting to commemorate the 30th anniversary of Deng Xiaoping’s visit to Huangshan, proposing that China tourism should start from Huangshan. At that time, grasping tourism was to grasp the breakthrough point of reform and opening up, the country’s foreign exchange income was extremely scarce, and tourism facilities were extremely scarce, almost starting from scratch. But now it’s different. We have a lot of foreign exchange income and a surplus of tourist facilities, and we are really facing a new turning point. At present, tourism now has a huge market scale. When domestic tourism is counted together, the scale of China’s tourism market ranks first in the world, and it ranks first with our foreign trade and our high-speed rail. We have a bunch of world firsts, all of which are about scale, and so is tourism.
Second, there is a huge asset scale. How big is this asset? No one can tell. Because there is a simple reason, the boundaries of the tourism industry are unclear. But I think there is at least a huge asset scale, because I have done this before. When I was the director of the Financial Planning Department, I said that we should study how big the asset stock of China tourism is. Looking up and down, I found that there was a number in 2008, when the country was 800 billion. At present, our annual tourism investment is expected to be 1.8 trillion yuan. After 30 years of accumulation, we have only accumulated 800 billion assets. Now, it is more than 8 trillion yuan. We can draw such a conclusion.
Third, strong operational capability. This is the foundation for China to become a world tourism power, and it is also the foundation for our re-development. This foundation is completely different from before. For example, when I go to various places now, I sometimes see them holding investment promotion conferences. Generally, I don’t attend this conference. Today, I still talk about attracting investment. This is to fool people, 100 projects, a project of 1 billion or even 2 billion, and more than 78 billion projects. When it comes to tourism investment in this province, it reaches 3 trillion. Who is this fooling? Did you fool investors or yourself? I think this is a big problem in our industry now, and everyone has not figured out what is going on with us now. Therefore, my conclusion is that the incremental era has passed and the stock optimization has begun. This is our fundamental transformation. In fact, most of Xiangyuan’s investments in recent years are also stock adjustment.
In the past, the growth of speed began, so it is obviously inaccurate to set the frame of reference as 2019 now. Because before we responded to the epidemic in 2019, it was only a comparison of quantity and scale, and now we should start with quality. There are four major problems in China tourism in 2019, including poor efficiency, low quality, poor structure and lack of talents. We can’t go back to the epidemic now, should we go back to that time? Objectively speaking, the tourism industry in China has taken a breath for more than half a year. While taking a breath, the original problems are showing, and the problems have not been solved. However, the problems were not shown when the epidemic was severe, and now they are showing up again. Therefore, there have been a lot of complaints about tourism recently, and of course there are many praises.
So we have to think about it, when will we go back? Strictly speaking, going back to the past must be wrong. We must focus on the future and study how to develop in the future. Therefore, naturally, China tourism faces the historical task of transformation and upgrading, transforming into the main traditional fields, including travel agencies, restaurants and scenic spots, as well as the growing traditional fields, such as hot springs, homestays and camps. All these are regarded as new formats. Is this a new format? Hot springs have been in existence for 30 years, camps for 20 years, and homestays have been ups and downs for 10 years. Strictly speaking, these so-called emerging things have been traditional. It should correspond to the changes in market demand, and upgrading is a high-quality development and a comprehensive requirement, in which quality and efficiency are the same requirements, and the fundamental reason is behind the benefits. Strictly speaking, China tourism is an industry with low efficiency. Don’t always talk about emerging industries. Is it still an emerging industry after 45 years of development? China’s real estate industry started in 1998, 20 years later than tourism, and now it has reached the ceiling. At this time, it is said that tourism is a new industry, which is nonsense with your eyes open. To make tourism a new industry, this new type requires us to have good benefits, strong quality, excellent structure and sufficient talents, of which the core is enterprises.
At present, the so-called head enterprises are all based on turnover, or on scale. How many places really talk about profit? After so many years of tourism, can we reach the average social profit rate? For example, 5%, industrial manufacturing 5%, which contains many things, such as bank interest rates, the whole investment cost and operating cost, and finally condenses out 5%, with social contributions ahead. Our tourism industry can’t even achieve this now, so what is our greatest contribution? Raising a group of people for the country is the greatest contribution. But it is true, all kinds of different situations. But in the final analysis, it is such a problem. So I talk about these big issues.
First, the new era
The new era is not entirely the future, we are in a new era, and the new era is not entirely hope, but more likely difficulties and challenges.
1. External factors
This determines the immediate operation and long-term development of tourism, among which three negative pressures are relatively large.
The first global change. Changes in the second epidemic era. Now we say that the epidemic has passed. I say that the epidemic has not passed. What we have passed now is only the epidemic control method. From the beginning of December last year to the end of December, the epidemic was high in one month. As far as tourism is concerned, the epidemic situation in COVID-19 has marked an era, and the epidemic control has also marked an era. Therefore, everyone said that it began to recover this year, and they were all excited. I said several times that there is no need to get excited. What is the situation? Wangding was not prosperous, so he did it again.
The third is the influence of uncertainty. In the past three years, the epidemic has become a gray rhinoceros incident, which is a risk that people are used to. The black swan incident is hard to prevent. What else will there be? No one knows, generally speaking, there will be a great disaster after the great epidemic, but fortunately, our ability to prevent and resist disasters has been comprehensively improved. However, there are many uncertainties in international factors, and the only certainty is uncertainty. What will happen next? I don’t know These are three background factors that determine our destiny, many of which are negative, and three of which are positive.
Fourth, it is a long-term goal to move from a well-off society to a moderately developed society. 1.4 billion people are moderately developed and need to get rid of the middle-income trap, which is the hope and the fundamental power source of tourism development. The words of per capita income growth, diversified demand and diversified consumption all sound familiar and cliché. But think about it, how to diversify the demand? How to achieve diversification of consumption? This is a challenge.
Fifth, the era of high quality is coming, which is the general tone of the next national development. Similarly, from scale to quality, tourism must also be pursued. High quality is not synonymous with high-end, but the systematization of decision-making quality, operation quality, product system, service quality and market quality, and it is the sum of development quality.
Sixth, Chinese modernization. This will lead to the modernization of tourism in China, and I think this is the biggest task we are facing now. What is the modernization of Chinese tourism? We must have a good answer, which is also a guide.
2. Changing times
In the past 45 years, the development of tourism in China has been a general trend, but there have been nine fluctuations during this period, including various factors such as world-wide, economic, political, social and natural, and the most influential ones have been twice, but they all recovered quickly. However, all the fluctuations together can’t reach the impact of the COVID-19 epidemic. In the past three years, we can say that we have suffered everything and died. It’s time to hit the bottom. For example, in the travel agency industry, there were originally 50,000 saying and 80,000 saying, and in the end, there were less than 30,000 travel agencies. Travel agencies are a sunset industry. If they don’t reform, they will die. If there is no epidemic, they will die. So I don’t feel bad about the closure of travel agencies. Why? Because the travel agency is playing with people and people, it announced its closure today and will set up another one tomorrow. What’s wrong with more than a few? However, at this time, public opinion is rising, and tourism is fragile. There is a process from fragility to sensitivity, to elasticity and to resilience. In 1990, the National Tourism Administration held a special meeting to study vulnerability, and finally came to a conclusion that tourism can’t be said to be fragile. If this industry is fragile, is it still worth developing? Later, the World Tourism Organization also said this in 1991. We can’t say that tourism is fragile. We all said that it is sensitive. In the past few years, we started to say that tourism is flexible and tourism is resilient. This is not a matter of saying. The overall judgment and understanding of an industry determines a series of things.
But now it’s different. In the past three years, the epidemic situation has been affected to a great extent, the second is the time, and the third is the depth, which involves the development potential. Therefore, it is natural that investment has stopped and brain drain has occurred in these three years. This is the biggest challenge in the new era. We don’t have to pin our hopes on the explosion of demand. What we really pin our hopes on is the quick response ability of the industry. If we have the quick response ability, there may be hope. Therefore, overall, I still have a breath this year, and I hope to really turn over next year. There is no need to be too optimistic about the situation. We can’t drum up our strength, and we can’t talk empty words. Although individual successful cases are encouraging, they can’t solve the universal problems.
At present, the tourism pattern in China has undergone fundamental changes. First, the consumption capacity has declined. At first, it was said that consumption was suppressed, but now it can only be said that it is shrinking. I always felt this way when I was on a business trip in the first five months of this year, but this time I was on a business trip, I felt different.
I recently went to Qingdao as the first stop on a business trip, and I felt a phenomenon that I hadn’t felt for several years, because before that, Beijing came into being, but with a wave of Beijing’s small flag, I took the tour groups one by one, and I said it was no good. This is an old man and an old lady, how can I spend money? Qingdao is different. We live in Haitian Hotel in Qingdao, which is a high-end boutique business hotel. When people are full, they have to grab rooms and wait for them. Breakfast is all on vacation. It really helps the old and brings the young. Has the market changed? I thought it was summer vacation, so I turned a business boutique hotel into a holiday hotel. Then go to Xi ‘an, which is a city in online celebrity. People come and go from morning till night. I don’t feel enough when I arrive in Shanghai. But just a feeling, where is the essence of this market? It is the consumption of beasts that pulls strength. In the summer vacation, at Qingdao Airport and Xi ‘an Airport, it is the fundamental consumption that drives children’s consumption. I thought so. A summer vacation passed and school started. Everyone met, but you didn’t go out to play. You and your classmates had nothing to say. What does this mean? It shows that our consumption power is still there, so we should not be too pessimistic, neither too optimistic nor too pessimistic.
The second is the change of market structure. The rise of urban leisure and the prosperity of rural micro-vacation have formed two new tracks, which can accommodate trillions of investment and form trillions of consumption, and can last for a long time, even if there are any uncertain factors, these two tracks will not change. So safety, short distance, short time and speed are the basic requirements.
The third is the change in supply. The traditional pattern almost collapsed, and new products corresponding to demand gradually flourished. What is this? This is the fundamental turn of our traditional sightseeing, but the track is too small to solve the crisis.
Fourth, tourism investment has declined in an all-round way, lacking development potential. An industry without investment really has no stamina, but now we are facing a big problem. What should we invest in? I met many investors and asked, what do you want to invest in tourism? I asked you what you want to vote for. I counted for a long time, but I couldn’t count it.
3, can’t mess up.
However, after three years of ups and downs, everyone is in a hurry and can’t get confused. Now the basic situation can’t be found in the north, and there are four so-called new hotspots, which are likely to develop blindly. Therefore, if you want to find such projects again, I suggest that you don’t look for them.
The first world-class scenic spot and resort lacks research support. What is world-class? Moreover, scenic spots and resorts are not world concepts at all. Come to a world-class red tourist area, isn’t that a joke? Actually, it is a concept of destination, not a concept of area. Second, the number is limited and cannot be exaggerated, but now everyone is starting again.
On the second night, the economy and night tourism were exaggerated in scale and windy in the project. I saw a figure saying that China’s night economy will reach 36 trillion yuan. We can’t exaggerate this level. In 2021, the total retail sales of consumer goods in China will be 44 trillion yuan. Among the total retail sales of consumer goods in China, the night economy will be 36 trillion yuan. Who will be fooled? However, because a group of companies do this, they hope that the bigger the story, the better. I think it will cause endless troubles and involve a lot of problems. In 1990, Shanghai talked about lighting up Shanghai. At that time, I hoped that all the merchants on the Bund would turn on the lights at night. In a word, who would pay the electricity bill? Because the government said, I’ll help you with these facilities. Who will pay the electricity bill? The government said I would come out for half a year. Half a year has passed, and the night economy has really got up. Everyone said that there is no need for the government to pay. Now we are tossing these things, which involves this. Don’t ask if the power supply is enough? At present, air conditioning is not free all over the world, including some places in Europe and America. Why? There is no electricity. China is now the country with the most adequate power supply, so people don’t think this is a problem. Second, who will pay the electricity bill? Third, how to solve light pollution? A series of negative factors, but everyone is so fooled, I don’t agree. It is ok for a prefecture-level city to have an area to be a night economic zone, but it can’t be everywhere, and there is no need for counties, but now many of us are starting to do it. In my judgment, one is basically dead.
The third virtual reality, augmented reality, meta-universe, etc., can not be blindly developed. This is also a more exaggerated problem now. There are two judgments on this matter, one is called instrumentalization, and the other is called productization. The traditional field is instrumentalization. We improve efficiency and increase efficiency through digitalization. This needs to be strengthened and vigorously developed, but productization does not need so much. One of the most basic points violates the origin of tourism. Why do tourists go out? In order to pursue these feelings, if a meta-universe replaces all these things, anything at home will do. What are we doing for tourism? Besides, doing these things violates the origin of tourism. How is it possible?
Fourth, the health care industry. Kangyang industry is a big track, but it is not simple. Kangyang is a career. Now we are industrializing our career, and tourism is one of them at best. Now that Kangyang is a big tourist track, what does Kangyang have to do with you? There are a number of residential projects, which are considered as health care, and they are also very popular now. They are also trying to promote themselves and should not be overestimated. Moreover, this pit is also very deep. After a long time, can you dig a pit and put yourself in it?
Therefore, these four so-called new hot spots are not very likely. Now they have seen blind development, not to mention the overall shrinking of tourism investment and the general difficulties of government finances. Therefore, I don’t know who is fooling who, and I may finally fool myself.
At the same time, a new pattern has emerged. First, the traditional resources have been exhausted and their influence has gradually faded. Second, traditional products dominate the market, and their stamina is gradually decreasing. Third, the traditional market has been transformed in an all-round way, and the old and the new are alternately carried out. Fourth, cross-border development has become the norm, and traditional enterprises have declined. Fifth, the industrial structure is constantly changing, and new formats are emerging. Sixth, the investment structure goes beyond tourism and goes across fields. Seventh, the factor market is gradually prominent, and structural optimization is the first. What is the so-called factor market? Land, capital, management, technology, talents and information are all elements of the development of various industries. In the factor market of tourism, everyone pays attention to capital, followed by the land market, while other markets do not. Now the factor market is gradually prominent. Eighth, the location advantage changes gradually, and the traffic advantage appears. When I say that my location is very good, can it be done just by location? What is the traffic like? A place with convenient transportation, your original location weakness has been strengthened now, and a place with inconvenient transportation, let alone location advantage, will not do. China’s geographical and geometric center is in Lanzhou, which has the best location advantage, but a Hu Huanyong line marks the location of China’s economic geography, so it is natural to invest in the west and think about how to do this job. You can’t just talk about a location advantage. The ninth city has a prominent gathering pattern and a leading group development. In the next step, Beijing-Tianjin-Hebei, Yangtze River Delta and Pearl River Delta plus Chengdu-Chongqing city circle, plus at most a Central Plains city circle and a Northwest city circle, basically these city circles, these cities are gathering more and more prominent.Naturally, the hope of finding a project in these places is much greater. So now it is said that the resources are very good. Why do you say this? Tenth, the world’s leading situation has taken shape and new development guidance has been made.
Therefore, the inevitability of history, the pressure of reality and the guidance of development all form a direction of tourism transformation.
Third, the changes of the times
I just talked about the changing times, saying that the changes of the times are the latest induction.
1. Several phenomena
In recent years, there are three hot phenomena in China. The first is Xi’ an, the ancient capital of Xi’ an for thousands of years, but it doesn’t rely on the old to sell the old, but relies on the old to sell the new. In addition to the Terracotta Warriors and Horses, the Huaqing Pool has basically been replaced by the Song of Eternal Sorrow. I stayed in Huaqing Palace Hotel a few days ago, and I walked around the garden every morning, and almost no one was quiet. When I went out, I saw people start to come in. In the afternoon, all the people came in, with three songs and dances, the most. New products emerge one after another. At twelve o’clock in Datang Furong Garden, Datang City that Never Sleeps and Chang ‘an, new hotspots are constructed by immersion and scene, so the whole Xi ‘an has become a city in online celebrity. It is normal to see a little girl wearing a Tang suit on the street of Xi ‘an, and people wearing Tang suits also feel normal.
The second Changsha. Changsha is also a famous historical and cultural city, so simply go straight to the city of fashion and entertainment. The original foundation was the foundation of a market culture, and now it has strengthened fashion. I went to Wenheyou to watch outside, but I couldn’t get in because there were people inside. I just took a look and knew what was going on. If I wanted to have a meal inside, I could get a ticket. After six hours, what would it be? What are the reasons for the scenes in the 1980s and the living atmosphere in the 1980s? Because the post-80s generation has now become the mainstream, they are beginning to feel nostalgic, so Wenheyou is a new nostalgia. Modern China Tea Shop is just a punching card in online celebrity, and Changsha is lively, thus constructing another online celebrity city. Moreover, these two cities are relying on the old for the new and the new for the old. Such a pattern is very interesting, but I can’t move. I am a famous historical and cultural city. How can I do it? Will this work?
The third Zibo. Inadvertently, another city is booming, and Zibo has abandoned all traditional concepts and formed a Zibo phenomenon by barbecue, but I said there is a Zibo experience. First, the breakthrough of urban management, deregulation, liberalization of the market, giving citizens opportunities; Second, the breakthrough of urban concept, the city exists for human existence, not for material existence. Because of our urbanization development in recent years, what do these four big things mean: main roads, big squares, big buildings and big green spaces? It means that the city depends on the car and exists for the car, but if there is no room for people to move, the city is uninhabited. Therefore, Zibo is just the opposite. The Zibo municipal government does not have this traditional set, and in the history of Zibo, a city was divided into five parts and did not pursue centralization. The third is the breakthrough of urban culture. A barbecue lights up a city and becomes a unique cultural phenomenon. In the final analysis, barbecue is just an introduction, which is simply warm and tender. The citizens also reciprocate the government, and there is no need to control or call. Zibo brand has become the pursuit of all people and spread it out through a warm-hearted little thing; Fourth, the cohesion of the city has improved, so everyone feels warm in it, and everyone gives everyone warmth. This experience can be extended. I first saw the Zibo phenomenon on the Internet, and I was the first to judge that Zibo had broken through the traditional urban management in China, which was a big deal. Now everyone says that Zibo has cooled down. Zibo has not cooled down, but has come down from the peak. Now it is back to normal, back to normal. How can we say it has cooled down? These views tend to be intense, hot,Sitting on the steamer when it is hot, lying on the ice when it is cold, it is unnecessary to be extreme. Zibo’s experience does not need huge costs, but it needs empathy and empathy, and it needs to start from small things. This is why we see the popularity of three cities.
2. Kaleidoscope
From the product point of view, there are a bunch of kaleidoscopes.
One is the twelve o’clock in Chang ‘an, which is the most typical of immersion and scene. From the perspective of urban organic renewal, it has actually entered the fourth stage, the first stage of old city reconstruction, which began in the 1990s. The effect is not good, but it has changed the appearance of China city and turned it into a thousand cities. The second stage of urban organic renewal, because our city has developed to the ceiling, how to go further? Cities are not so powerful, real estate is shrinking, and urban land finance is basically broken, so now they all turn to urban organic renewal, tap urban traditional resources, and refine urban scenery. This is the second stage. In the third stage, when I saw Chang ‘an at twelve o’clock, what was this project? This project is a shopping mall in the 1990s. The shopping mall is 36,000 square meters, and the business is very poor, so it can’t be maintained. Therefore, Shaanxi Wen voted for such a move and made it twelve o’clock in Chang ‘an. Before I went, I thought I would build a block, but later I found it was wrong. It was just a building, which took 24,000 square meters and made countless scenes, and it was integrated from the moment I entered. Every morning at 10: 00 a.m., an official in Tang suit announced the start with an imperial edict. The guards were mighty. As soon as everyone entered, actors were in front of you, so you walked down all the way, and all kinds of scenes changed. Li Bai recited poems here, Du Fu recited poems there, and Xuanzang worshipped Buddha with his Buddhist scriptures on his back. When someone quarreled next to him, they were all actors, so people immediately merged. Come with me. A little girl. Where is she? I went to make up,I put on my makeup in an hour, changed my Tang suit, and came out. I was very excited. I was like a star, and everyone took pictures with me. The average guest stays for five hours, which costs an average of 500 yuan. After makeup, he eats in a stall without changing, just eating and eating in a Tang suit. After reading it, have a discussion with them. The first space in this place needs to be expanded, and you still have 12,000 square meters to use. The second time needs to be extended. Now it’s 10 am to 10 pm every day, so can’t it be extended to 2 pm? In this way, consumption will continue to increase, and attraction depends on immersion. There are 72 small songs and dances. When you get here, a song and dance comes out, which lasts for 8 minutes at the longest, usually 5 minutes. I don’t think I enjoyed it. How did it end? You go forward with another little encouragement, which is a bit like flash. I didn’t immerse myself that day. I just watched, watched and talked, but I got it. What does it mean? The buildings in the 1990s are old now, and at least they need functional transformation. When we come out, we will look at the 12,000 square meters and study how to make this place. This is a scene. In the fourth stage, I recently went to Chengdu, which is an enterprise that I said changed from 3 billion to 8 billion in two years. What project did he do? Shuang Bao Fuyu Garden. What is Shuang Bao? Giant pandas and golden monkeys, we only know that giant pandas and golden monkeys need more protection. This project is located in OCT, which used to be a real estate sales office. When the building was sold out, the sales office was useless. It was put down, and there were a bunch of exhibitions of giant pandas and golden monkeys, from stamps to photographs to paintings to international exchange works.Seven buildings were built outside, all of which were model buildings, and seven restaurants were made. Coupled with the environment, the restaurant cost an average of 700 yuan per person, and it had to be booked, but it was really well done. I got an inspiration from this. Now there are countless idle spaces in the city. We used to only value the old factory buildings and big warehouse. Now this latest idle space has come out. If we get this kind of thing out, we will basically get it one by one.
The second national costume craze in Luoyang is the climax of the national tide wind. Why is there a national tide wind? It has been very fashionable and simple for three years, because this generation of consumption power has risen. At the beginning of the reform and opening up in 1978, we looked up at foreign countries and thought it was great, just like heaven. I remember the first time I went to Singapore to see a project. I looked like paradise at that time. After more than N years, I once went to Singapore to take an oil tanker and watched this project again. It was too bad. Why? It is because we are constantly improving. And this generation, when they were born and raised, can look at the world, so this generation’s national pride and pride are very strong. This is the foundation of the national tide.
The third is the Zibo barbecue fever, which is the pursuit of fireworks.
The fourth special forces tour, poor and healthy, does not fall into the blue sky, this is all the rest of our play, what is this called? I really want to travel and have no money, so I can play this thing. This thing can’t last long. In 1978, during my first summer vacation in college, I was a travel enthusiast and invited several people to visit Beijing, Jinan and Tai ‘an, and then came back for five days, including round-trip train tickets, at a cost of 20 yuan per person. How to play? Climbing to Mount Tai, everyone got a raincoat, lay down and slept for one night, and watched the sunrise the next morning. At the last stop in Jinan, there was only enough money left to buy steamed buns, and we sat at the stall and asked for a bowl of water to finish two steamed buns and get on the train. All this was left over from our play. What’s the big deal? But it reflects such a situation, so it can’t last long, because it doesn’t conform to the basic laws of tourism, but it is easy to spread in the network era.
The fifth phenomenon, gathering and opening up, is cultural injection, quality improvement, and it really reflects consumption. I went to Shapotou, Ningxia last year, and there is a Yellow River lodge near it. This yellow river lodge is a new village built by Zhejiang people in the Yangtze River Delta, and the farmers in the village have moved out. This village has recruited 13 brand-name enterprises in the Yangtze River Delta to make homestays, and each of them will make a building with 130 rooms. Here is the Yellow River, and there is the desert. The appearance of earth houses and earth walls is the same. It is different when entering the yard. There is a small swimming pool in each yard, which is a holiday feeling. Look at the guests from the Yangtze River Delta, so people from the Yangtze River Delta used to invest, while people from the Yangtze River Delta used to operate, corresponding to the Yangtze River Delta guests. Talk to them, this year’s epidemic is sad, with a total income of 65 million. What if there is no epidemic? It is no problem to break through 100 million. We can think about it. Can a hotel with 130 rooms in a big city center earn such income a year? Speaking of gathering, it is actually a consumption gathering.
The sixth phenomenon is camp expansion. It was originally planned that there would be 2,000 camps in the country by 2020. In recent years, the camps are very special. Because they can’t get out of the city, the camps will swell up. Therefore, all kinds of fake camps and small camps are at sixes and sevens, and they will rise in one year. How many? There is no statistics. Anyway, 2,000 are over, and there are tens of thousands of fake camps together. After a year, it fell again. Originally, the camp equipment could sell for 1 million yuan, but now no one wants to sell for 100,000 yuan. Why? Now that the epidemic control has been liberalized, the camp has suddenly fallen. But what does it reflect? It is a new way to pursue.
Seventh, the village BA and the village supermarket in Guizhou are still popular until now, which is a comprehensive scene experience. This is actually the carnival in China. These phenomena are not accidental. Of course, there are local operational reasons. Of course, it is not operational reasons. What is it? It is resources and products that correspond to the market.
Eighth, the East has chosen to enter tourism and create a new pattern. We feel that Oriental Selection has created a new marketing method by team influence. Is this just a new marketing method? Relying on their cultural excavation and cultural communication power. Therefore, I feel that this year has a characteristic. The injection of culture and the growth of demand for culture have become new phenomena this year.
I gave a lecture to a seminar for tourism performing arts leaders in Xi ‘an the day before yesterday. When I came up, I said that there was a new situation. We talked about tourism performing arts. In fact, there is a new phenomenon called performing arts tourism. How do you say it? I saw three advertisements for performing arts in Qingdao subway tunnel at a glance. They said that several performing arts have been pulling Qingdao for a month, and countless people have come to these people. Therefore, I said that performing arts promote cities and performing arts promote tourism. It is indeed a new phenomenon, that is, performing arts tourism. What is the relationship between performing arts tourism and tourism performing arts? We need to study it. This is a new phenomenon.
Starting from Zibo, friendly tourist destinations began to emerge. When I went to Quzhou, Zhejiang Province, I always said that there is a sacred place in Nankong and Quzhou is polite. Therefore, I went to Quzhou to say that Quzhou is polite and can’t be empty talk. I want to build a friendly tourist destination and talk about what a friendly tourist destination is, what a series of friendly products, friendly communities and friendly scenic spots are. After the speech, Quzhou specially set up a standing committee of the municipal party committee, thinking that this is a direction. Quzhou is the most basic and polite, and its purpose is to make guests feel warm and tender, not just formal politeness. Therefore, a series of phenomena, based on life, are only formed by internet communication and digitalization, but the most fundamental thing is the scene feeling.
In Quzhou, they were given a special project, the four in one, and the pattern was so good. After this project was completed, Quzhou immediately became the center of the four provinces. Now they say that it is the edge of the four provinces, and they say that the edge is not low. Make yourself the center of four provinces, and this project is ready-made. There is an ancient city with city walls, gate towers and ancient streets. There is a new area, this new area is a peninsula, all fashionable things. There is also an island that can be made into an ecological island and an entertainment island. In the end, Nankong Holy Land and Confucius’ home temple are merged, and all the elements are concentrated together, and the transportation is extremely convenient. This project needs to be done well. According to my idea, it doesn’t cost much, but it can become famous in one year. Naturally, this is a process, which reflects the gradual changes.
3. Accordingly, several judgments can be drawn.
First, the resource era has long passed, and the traditional concept of tourism is completely backward. It is said that resources are rich, and even from strengths to weaknesses, it has become a burden. Modern interpretation of traditional culture, modern products of traditional resources, modern market of traditional products, if tradition is not combined with modernity, it has academic significance and research value, but it is difficult to market. Therefore, academic value, historical value and archaeological value are one pole, while aesthetic value, entertainment value and market value are the other pole, and some of them can be equated. For example, the Forbidden City and Terracotta Warriors have six values, some of which are two levels. The first three values can only form professional calls and minority tourism, and the last three values can correspond to mass tourism.
Furthermore, China’s first-class tourism resources formed products and entered the market at the beginning of its development. The representative natural resources are Huangshan and Jiuzhaigou, and the cultural resources are the Forbidden City and Terracotta Warriors. Second-rate tourism resources entered the market in the middle stage of development, generally in the second half of 1990s and the first decade of the new century. After that, they entered the pan-resource situation and entered the market one after another. Now, everyone is trying to use environmental tourism resources, social tourism resources and life tourism resources, or the traditional concept of tourism resources is no longer of much use, and strengthening resources will even form a resource curse.
Second, the era of productization is intensified. In just a few years, with the popularization of digitalization, we have sublimated from attention tourism to influence tourism. This is not a simple marketing, but a particularly prominent phenomenon in the market this year. The purpose of marketing is only to attract attention, so the word attention economy was fashionable a few years ago, and this era is no longer enough. Now, with the upgrading of products, the influence is expanding, which is an active expansion, which also forms a new pattern of strengthening products and pulling the market, which is the dual dominance of products and markets. In the next step, how to upgrade the products, don’t think that marketing is the most important thing now, and it will be natural to upgrade the products and then moderately market them. For example, when I went to Dunhuang last year, I got up in the morning and saw more than 100 online celebrity live bloggers on the sand hill around Dunhuang. They were all red skirts, so Dunhuang didn’t need marketing. Work for these bloggers and provide you with new materials. What else have you not seen? What else needs to be strengthened? Providing this every day is enough for bloggers who broadcast live. What else do you do in marketing? Besides, the brand has risen. However, these people, including the Oriental Selection, have actually done these jobs to dig deep into the culture, experience deep feelings and create a series of scenes. So now it’s product and market leading. I always feel that the times are really different. From the product point of view, from history to fashion, from heavy to light, it can just make up for the shortcomings of our current development, and how to expand the content has become a top priority. Products and markets are both dominant, and products rely on content.
In this era, the strength of talents is fully demonstrated, and the backwardness of talents is naturally fully demonstrated. The talents tempered in the resource era have fallen behind, the talents in the product era are now the mainstream, and the emerging talents are a diversified and compound generation. So it doesn’t mean that you are suitable for tourism because you are from a tourism background. Not necessarily, you can’t do anything because you are not professional, right? Say tourism is a major, I say tourism is a field, not a major, and there are many vertical subdivisions of this major below it. On the other hand, products are refined and even vertical, and the market is subdivided, so talents become our biggest shortcoming at this time. Since this year, the number of talents is not enough, because most people have left in three years, and the situation has recovered. Some people say that I have finally changed my position and stabilized, and the income of this position is good. Why do I have to go back? Therefore, there is a general shortage of talents. But more importantly, the quality of talents is insufficient, and the diversified and compound generation of talents has not really risen.
From the perspective of product strengthening, it is necessary to study market changes.
First, the process of consumption change. The first generation of tourists, pursuing more or less, spend the least money to see the most. In the second stage, I asked if it was expensive. It was too expensive to spend, but I wanted to find something better. Say hello to the third stage? The pursuit of quality begins, and the fourth stage is the pursuit, right? What corresponds to you may not correspond to me, which is that the market is subdivided and refined. Is the fifth stage worth it? It is the pursuit of cost performance. As long as the cost performance is good, I don’t care if I spend more money, but the cost performance is not good, so I may not go for free. Therefore, in recent years, a hacker in Hainan and a hacker in Yunnan have had a bad reputation in the market, but this is a game. Some old comrades have already had rich experience. They went to Yunnan to sign up for a free tour group and kept their credentials along the way. After the tour group participated, they complained. After the complaint, the travel agency compensated. In the end, he also played. As a result, not only did he not spend money, but he also got a compensation. Such tourists are too unruly and cunning. You can’t just say that Yunnan pits guests, it depends on what kind of guests. Obviously, such a phenomenon should not become the mainstream of the market, but it is just an accident.
What we are pursuing now is never-ending, dazzling, and red. What we are pursuing now is this. It is enough to hit the card. As for this, why? Do nothing, it’s just a red hand and a online celebrity. This is a fashion, and it should not become the norm, but market consumption is such a changing process. So what am I paying more attention to now? It is market refinement.
The second is comprehensive feeling and product classification. One is horizon-oriented mass tourism, which pursues horizon. How many places have you been? On the Internet, there are 20 places worth visiting and 20 villages worth seeing in China, and so on, too many. Second, home-style folk leisure enriches the rural micro-holiday, which is a main track. Third, enjoy all kinds of vacations. As long as it is a holiday life, the essential pursuit is enjoyment. Therefore, a resort can’t do without some products that make people feel enjoyable. The fourth is the theme park of Sahuan, which pursues Sahuan, the most typical Disney and Universal Studios Beijing. The fifth is the wild outdoor sports, which is definitely the next development direction. Outdoor sports are basically absent in our generation, because there were no conditions at that time, and we only wandered outdoors at most. I am a travel enthusiast. When I was young, I liked two things best. One was mountain climbing, and the other was swimming. So I climbed the mountains in the suburbs of Beijing by bike, and finally I didn’t feel satisfied. I rode my bike to Chengde. This is the way my generation played, and it cost little or no money. However, the post-80s generation can’t, because they are all only children. At that time, school spring outing and autumn outing didn’t dare to organize. They just took spring vacation and autumn vacation. What if something happened? It’s different now. It should be said that children are required to have outdoor sports skills in school education. Therefore, outdoor sports, including study tours, are actually a new way to go wild and transcend daily life. Finally, the self-abuse special tourism,Mountain climbing, diving, surfing and so on, special tourism is masochistic, spending money to buy punishment, and even spending money to buy risks, people like it.
So, what does this comprehensive feeling mean? It means product refinement. What I just said is the process of time change, and this is the process of spatial refinement. Product strengthening has become the mainstream, which will continue for a long time, but various changes will take place. First, specialization, sophistication, uniqueness and novelty have become a trend in the industrial field. When it comes to fostering specialized, sophisticated, unique and new small enterprises, the tourism field is empty. We have heard from any enterprise that I am specialized, sophisticated, unique and innovative. I have never heard of it. Which projects are specialized and which projects are refined? Fine points, you do good quality is fine, which are special? What are new? Not to mention our so-called invisible giant, none of these.
Second, big and complete, big and high, have come to an end and should not be pursued. This year, I saw that seven or eight places in the country wanted to build a Lego theme park. There was a section in Tianjin that wanted to build Paramount, but it didn’t work. There were also enterprises in Beijing that wanted to build a six-flag mountain and water town. As a result, one of them died. Now the enterprises are going to collapse, and this road can’t go on. But for China, it is different. After all, there is such a big market, so any small percentage point means that we have enough market, but we are sure of it. For example, there are still plays made by enterprises like the city paradise Ji Gao. Why? The scale is not large, and the investment is not large. It is enough to correspond to an urban area, because it can be reused. But what can go down?
Third, corresponding to life, scene products, open up the future pattern. For example, there was a period when some travel agencies did the opposite, and they exempted shopping groups, and later they exempted scenic spots. How can they travel without scenic spots? It is to feel the scene, so this is the trend now. In this case, the scene era is coming. Mr. Zhang Ruimin has a famous saying that in the era of Internet of Everything, there are only scenes without products, only ecology without industries. The ecology he said is not the concept of general natural ecology, but the generalization of industrial chain, and all walks of life break boundaries and become an ecological circle. For example, Zhang Dong said that Haier ranks first in the world in white goods, and I must take off this hat. I don’t think this hat has any glory, because white goods are just products. What should I do now? It is an all-round supplier of family life scenes. What family life needs and what I provide is such a set of things. Therefore, around this set of ideas, he formed an operation mode, which called people to be single-in-one, and divided the Haier Group of more than 40,000 people into more than 2,000 groups, with an average of 20 people in a group, and 20 people developed their own products and studied their own scenes. Anyway, the production workshop was here, and when they got off the single production workshop, they moved. Therefore, in the past three years, more than 1,500 enterprises in more than 70 countries around the world have participated in the system of "one person and one single person". A unique phenomenon, where this system is adopted, has been growing against the trend in the past three years. Therefore, the consumption of scenes has become a fashion, and the development of scenes will inevitably become the traction of tourism. Immersion and scene are becoming the common pursuit of everyone. In that case,Our time has turned to mode competition. What mode? It is the scene mode.
I just said so many examples, from the city to the product, there is no concept of resources, there is a concept of products, but what are they selling? All they sell are scenes. For example, there is a Yongxingfang in Xi ‘an, which is about 60 mu of land. I think it is the most productive area per unit area in China. There are 200 million to 300 million people going in a year, and the income is 3.5 billion. What are you selling? It’s snacks, plus intangible cultural heritage, that’s all. It turned out that this place was a hotel, and the hotel closed down. What did this boss do in the past? First, he moved his own headquarters, occupied the land, and then did this one by one. He said it was completely beyond my imagination. What is it actually? It corresponds to the demand of scene and provides a scene model, so the extension is expanded and the connotation is deepened, far beyond the traditional scenic spots and scenic spots. Scene is a daily language, and its modeling begins with drama and movies and becomes the pursuit of commercialization and even socialization. Scene, first, the creation of field and space; The second is the scenery, which is the creation of the atmosphere; Third, emotion and scene blend, which requires deep participation and interactivity. Nowadays, technical means are rich but stories are difficult to compile, so it is fundamental to conform to human nature and reach people’s hearts.
A changing era, the resource era has long passed, the product strengthening era is the mainstream, and it will last for a long time, and the scene era is the future. So on the other hand, what kind of talents do you need in the scene era? I don’t know, because there is no college education, no theoretical research and no theoretical support in universities. When I asked Chang ‘an at twelve o’clock, how did you think of this one? He said it was forced. Why did you think of making these contents? I used to be experienced in literary travel, especially in the creation of scenes. Such talents are really future-oriented talents that meet the needs of development. So I feel that things are difficult, so a strategic adjustment is needed.
Fourth, the new development
1. Development depends on the general trend first.
Why did I come up to talk about six eras? This is the general trend. If it doesn’t correspond to the general trend, you can even quit.
First, the digital trend. In just over 20 years, the Internet has covered everything, mobile communication has become a necessity of life, and digitalization has become a reality. We naturally adjust the traditional tourism operation mode, jobs and even enterprise structure to subversive changes, but it is very difficult to actively respond to the general trend and produce subversive changes.
Second, the general trend of construction. In the past, the shortcomings that restricted the development of tourism for a long time have been fully alleviated. Traffic, electricity, energy, communication, water and even garbage and sewage treatment were all problems. Now the problems have passed, which means forming the foundation for high-quality development.
Third, the trend of supply and demand. After 40 years of development, the relationship between supply and demand in various industries in the tourism field is relatively loose, especially in the accommodation industry, which has exceeded demand, so there are basically no obvious shortcomings and constraints in hardware construction. It can also be said that the era of hard development has passed and the competition for soft development has become fierce, which is a fundamental change. Sometimes investors say, what do you vote for? Do you vote for scenic spots? Besides, the uncertainty of the scenic spot is too strong. One thing stops working, and the other thing is free. Anyway, the scenic spot becomes a golden egg. When do you have to dig out the golden egg? What should you do in the scenic spot? Besides, there are now 30,000 scenic spots in China, many of which should have been eliminated long ago. Why can they still exist? It is because of the market. For example, if I kill you for three months, and the employees go home after three months, what should I do? Anyway, if I sharpen my knife for three months every year, it will be over. How valuable is this scenic spot? Many scenic spots should be transformed, but they have not. The most important point is this.
2. Strategic focus
The first key point is the transformation of tourism enterprises, traditional tourism enterprises, tour guide-centered travel agencies, urbanization-centered hotels, destination-centered scenic spots, immersion-centered performing arts, camp-centered self-driving cars, accommodation-centered resorts, fireworks-centered leisure, life-centered villages and villagers’ hostels, comprehensive structural adjustment, and pan-tourism-centered life transformation. Let me talk about the transformation of this tourism enterprise.
Now, we are taking advantage of the fire to rob the bottom. This is the time, but we have to judge the bottom. What do we copy? If you want to buy a tourism enterprise now, you will be picky about it. Therefore, from the overall consideration of the group, study the industrial chain penetration, because an industrial chain penetration is a structural adjustment of the group, and the advantages of the industrial chain can be brought into play after this adjustment.
This is a big category. The actual performing arts, camps, lodging, leisure and homestay are all emerging formats. In fact, emerging formats are also facing the need of transformation.
The second key point is the innovation of emerging enterprises. First, it is not only emerging but also new. Second, emerging changes quickly and quickly becomes a tradition. People say the new format, so I ask what’s the new format now? For example, to build a commercial scenic spot is nothing more than a coffee shop and a bar. Are these things new? It’s hard to see what is new now. Third, the iteration is fast, and the back waves push the front waves. You feel new, just get up and iterate, and something new comes out. Therefore, be innovative and don’t follow the fashion. Years of experience show that following the fashion has no good result, three steps ahead is the pioneer, two steps ahead is the martyr, and one step or even half a step ahead is the advanced. There are always opportunities, and there are different opportunities at different stages, so there is no such thing as now or never, and I don’t agree with this sentence. We have a lot of specious words, which are actually wrong for us.
The third key point is enterprise development. Improving the total factor productivity is the requirement of the central government now, but this word has never been used in the tourism industry. How can the total factor productivity of the tourism industry be reflected? In addition, the concentration of head enterprises is getting higher and higher, which is inevitable in the market and involves the optimization of tourism enterprise structure to meet the demand. In 1996, Ctrip just got up. In 1997, the National Tourism Administration discussed whether an enterprise like Ctrip was a tourism enterprise. Everyone thought it was an e-commerce enterprise. Later, Ctrip had no choice but to register an international travel agency before recognizing it as a tourism enterprise. Now the tourism head enterprises are these big companies. Are China Tourism Group, Overseas Chinese Town, Jinjiang Group and BTG Group head enterprises because of their historical scale accumulation? Not counting the head enterprises, because there is no platform influence in the industry, and there is no platform effect, we just do it ourselves, and we rely more on the allocation of government assets, and some rely on monopoly operation, so our whole industry is the structural optimization of enterprises first.
In the next step, these large factories are ok, because their strength is really strong, but some things are inadvertently up. Some are big and small, and the enterprises are scattered or even fragmented, but a big industry has gathered, and our homestays and camps are all like this. How big is the camp head enterprise? Just a few self-driving clubs, but they don’t make camps, and the camps are decentralized. I asked, how do you understand big? But there must be this problem.
The fourth focus is on structural optimization, because structural problems have always been a major problem in tourism development for many years, and structural optimization is also a major problem in development. I have always attached great importance to this matter. One year, I specially organized six doctors to produce an achievement, Research on the Economic Structure of Tourism in China. After this book came out, it had little impact. I was surprised that such an important issue was also such an important research topic. How could it have little impact? The academic circles have little influence, because people are not aware of the structural problems. The actual structural problems just affect our big problems now. One is that each of our sub-industries has the structural problems of sub-industries, and the other is that every enterprise has the structural problems of enterprises. It is not that the bigger the enterprise, the better. It should be said that the superior the enterprise, which involves a series of structural problems of our enterprise. Now that the bubble is in, it is the right time to adjust the structural strategy.
The fifth key point is demand promotion. This is the most important thing, and we are still insufficient. One of the important reasons is that our understanding and policies are incomplete. Everyone takes it for granted that the demand is natural and the tourism market is not automatic. In fact, the demand for tourism has shrunk greatly, even if there is no epidemic, we can’t take it for granted, including the demand policy and holiday system, which need to be adjusted. In recent years, many provinces and cities have introduced a travel voucher policy, which has little effect in promoting it. I didn’t take the coupon, but I went out to travel with some money myself. It’s not this at all. It’s that our demand has been suppressed and released this year, but the substantive demand is still insufficient. From the perspective of expert research, there is not much demand for research. I have contacted international tourism experts, and basically everyone has a key topic, all of which are research needs. Why don’t China tourism experts study it? It’s very simple. No one pays for the research on tourism demand. Who will pay for your research? But research supply, find a project, the project party pays for me, find a place, and the place pays for me, so experts are also an interest choice.
The sixth key point is the promotion of science and technology. In the final analysis, tourism is a life-oriented industry, a communication between people, and a person-to-person service. We are just high-tech users. Science and technology is a tool, so it is not suitable for productization, nor can it be productized. But what we lack now is the lack of tools, so I have repeatedly stressed this matter, especially the ChatGPT started a few months ago, and I have studied it more carefully. I think this matter is promising and beneficial to tourism. Because ChatGPT is basically a white-collar revolution and mechanization is a blue-collar revolution, but what did the demand turn to at that time? People-to-people service is more needed. I once went to the robot hotel, but I couldn’t see anyone when I entered. There was no lobby when I entered. I was just a robot. After I swiped my ID card, a set of standard languages came out, followed by spitting out a card. You took this card and left. Before you got to the elevator door, the door opened. When you got into the elevator, it lit up as soon as you got out of the floor. When you got to the door, the door opened. It was really automatic. Then I went into the house, and Xiaoqiang welcomed you out. I feel terrible when I enter a hotel without meeting anyone. The first time you feel fresh and fun, every time I stay in a hotel like this, I can’t accept it, because people-to-people service is more needed at this time. Therefore, I feel that the next white-collar revolution has emerged, and many other fields have been laid off, which has attracted a new opportunity in our field. Similarly, on the one hand, we need high-end talents, diversified, compound and scene-based talents, on the other hand, we also need these service personnel at the grassroots level, which is natural.At that time, tourism will be valued again. Why? Because we have become the main industry of employment, Americans have a saying that one person’s leisure is another person’s employment. In fact, we are now talking about the integration of literature and tourism, emphasizing the deep integration of literature and tourism. There is no such word in the world. I have discussed this issue with many experts and reached a conclusion that the ultimate direction of the integration of literature and tourism is leisure. Therefore, if our integration of literature and tourism is leisure science from the perspective of knowledge, making this article bigger is our foundation. In this case, tourism is a field at first, and there are countless industries under it, which are traditional, emerging, potential and promising. Therefore, the development of tourism has many meanings, such as people-centered in politics, satisfying people’s pursuit of happiness in society, stimulating development in economy, promoting ecology in environment, comprehensively utilizing and upgrading in culture and improving quality in life, especially in the new era. Therefore, tourism transformation should first correspond to the new era and new nature, clarify integration and strengthen comprehensiveness, and then play a variety of significance.
3. High quality development
The core now is to optimize the stock, create increment and form high-quality development. Through transformation to ease the existing difficulties, the old road will not work, and we don’t have to pursue returning to the peak. Therefore, it is always 2019, and 2019 is not worthy of our pursuit. The transformation has opened up a broad space and increased a lot of resources to create new ways. Therefore, high-quality development means high-quality decision-making, scientific macro-decision-making, respect for market players and optimization of business environment. Second, high-quality planning, planning first, planning landing, design characteristics, activity promotion, less detours, less cost, so now a way to plan first, operation first, you can wait for a project if you can’t find the right person, don’t say that you will enter when you look at this project well, and you don’t have the right person, which is operation first. Third, high-quality projects, do more with less money, do good things well, and do things well. Fourth, high-quality products, reasonable resource allocation, marketization, systematization and rationalization. The fifth is high-quality operation. The operation efficiency is high, the market effect is good, and the economic benefits are reasonable. Let’s not think about making big money and making quick money. That’s not tourism. Sixth, high-quality services, basic services in place, improved adaptive services, and the forefront of developmental services. Seventh, high-quality technology. Eight is high-quality talents. Nine is high-quality public services. Ten is the high-quality development pattern.
Generally speaking, in the ten aspects of high-quality tourism development, when we say that high-quality tourism means high-quality service, that’s wrong. Not all services are high-quality. It’s very simple. Quality requires cost. How can you achieve high quality without corresponding cost? And I think some things are too much, actually conniving at consumers. What kind of money you spend and what kind of service you get are normal. For example, when I eat in a big food stall, I just shout, and there is no service at all, but the fireworks are very popular with everyone. There are at least two waiters at the hotel for a banquet, otherwise the banquet service can’t keep up. Anyway, that’s what I feel this year. When I went to Taizhou, Zhejiang, they said that Mr. Wei gave us some advice on service. I said that I would never mention tourism service this year. It would be good to have service this year, but also high-quality service? We often don’t even have service now. We stayed in a hotel two days ago, but later we found out that the waiter didn’t know anything. The hotels we stayed in on the first day in Qingdao were all newcomers. Ask the hotel owner. He says it’s a headache. I don’t even know the waiter. He may have come an hour ago, so don’t choose. It’s harder to find a good waiter now than a daughter-in-law. Especially after 90′ s and 00′ s, if you leave, you will leave. If you change your work clothes without saying a word, you won’t say hello. How can you guarantee it? So in this case, you can’t cage all of them. I am worried that high-quality tourism has gone too far, conniving at consumers and actually causing our passivity. I am worried about this.
Ten high qualities add up to form a complete and systematic high quality, so it is natural to need a new set of research and a new set of pursuit. Therefore, it is necessary to redefine tourism. Tourism is life, personal tourism is the process of life, and mass tourism is the long-lasting lifestyle of society. Leisure is the pursuit of life, the experience of life value and the manifestation of civilization.
4. Re-understanding
However, this definition is very important, that is, tourism is life. Redefine tourism, the front and high end of life service industry, lifestyle guidance, rich life content and improved life experience. So tourism is the life service industry in the final analysis, but we are at the front end, we are at the high end, and we are ahead. So now that tourism has become an indispensable part of life, this feeling is particularly strong this year, especially during the summer vacation, when I saw so many interesting things, I felt that I had increased my confidence in the market. From the perspective of producers and supply, how do we respond to this demand? Just three.
The first one, tourism meta-philosophy, conforms to human nature. These things are against human nature, and this thing is ineffective. Self-abuse tourism is also human nature. Because there are hidden adventures and challenges in human nature, people are willing to spend money on it, but it is not possible to go against human nature. I remember that in the early 1990s, I saw a project in Guangdong called Feilong Theme Park, which was a snake. After I went in, my hair stood up. Three ladies in a big glass room were lying in a snake’s nest in bikinis, which was very uncomfortable. I told my boss, you have accepted this matter. What did you do? It’s a snake farmer. If you continue to raise snakes, it’s over. He said someone was coming, but I said it was hopeless. Why? Because you violated human nature, you accepted it in half a year.
Second, the principle of tourism conforms to common sense. Your things violate common sense, which is hard for everyone to accept. In particular, some things, such as some performing arts projects, are not logically correct. I can’t watch them as long as I see them, including watching TV. I won’t watch them if they are logically wrong.
Third, tourism meta-foundation, life pursuit. So in the final analysis, such three yuan.
Naturally, this requires us to have a comprehensive understanding of tourism. First, there is no limit to tourism resources, and differences are attractive. Now, strictly speaking, the concept of tourism resources is no longer established. Last year, I participated in several planning reviews online. The first chapter was definitely about resource survey and resource evaluation. I said you have to cancel this chapter, or change its name. It’s not resources at all, but products. Why? We have done several rounds of resource evaluation, and we have even done a general survey of resources. What else are you doing? What you do is to evaluate the products. But in the final analysis, it is the difference. The stronger the difference, the greater the attraction.
Second, tourism behavior has no framework and legal bottom line. I am in favor of civilized tourism, but civilized tourism cannot be generalized.
Third, the tourism experience is endless, ancient and modern, Chinese and foreign. You can have any kind of experience.
Fourth, leisure consumption is endless and cheerful. We let the guest spend money happily and leave happily, instead of making him feel slaughtered everywhere all the time and feel that going out is a pit. Such a tourist experience can never be good, so we advocate friendly tourist destinations.
Fifth, the leisure industry has no boundaries and comprehensive coverage. What is leisure industry? As long as you are idle, you have demand and you have consumption. This is the leisure industry, which is really comprehensive coverage.
Sixth, leisure development is unconstrained, and entrepreneurship is king. Therefore, it is natural that it is cultural and commercial if it is in line with human nature. (Source: China Tourism Association Leisure and Holiday Branch)
