New tourism satisfaction
Live view the collections and enjoy the beauty online (consumption window · Reduce the impact of the epidemic and stabilize residents' consumption ⑥)
Core reading
Based on the principles of "orderly opening" and "grasping on-line", we will continue to promote the resumption of production and production of cultural and tourism enterprises in a precise and orderly manner. At the same time, accelerate the development of the digital cultural tourism industry
Work Together Online and Offline
Multiple attractions and scenic spots host online live events, attracting many tourists to participate
"The travel itinerary was cancelled, and online visits at home are also very insightful." In the past few days, Lin Ying, a college teacher in Yangpu District, Shanghai, took her daughter to watch the online live broadcast of the Xi'an Beilin Museum, and more than 300,000 "online visitors Together, follow the guide to the museum and learn about history. "The narrator's explanation was humorous and lively, and her daughter was very interested."
Beginning in February, some attractions and scenic spots have hosted live events such as "Yunyou" on Internet platforms such as Douyin, Taobao, Tencent, and Kuaishou. This new type of tourism has attracted many tourists to participate. At most, the number of single-day views of live events in museums alone reached tens of millions.
"Actively launching new service methods is an effective measure for cultural tourism companies to deal with the impact of the epidemic." Jing Linbo, president of the Chinese Academy of Social Sciences Evaluation, believes that the epidemic has different degrees of impact on different regions and industries, and the tertiary industry as a whole is affected maximum. Tourism is directly related to the movement of people, and the impact of the epidemic is more direct. According to data from the National Bureau of Statistics, from January to February, the retail sales of travel goods fell significantly, including tourism-related food and beverage revenues fell sharply by 43.1%, and the revenue of guest rooms above the designated size fell by nearly 50%.
At the moment, tourism companies are actively returning to work and production while striving for transformation. In order to guide the national tourist attractions to continue the implementation of epidemic prevention and control, and to steadily do the work related to the restoration and opening up, the Ministry of Culture and Tourism has recently released the "Guidelines for the Prevention and Control of Epidemic Prevention and Rehabilitation of Tourist Attraction Areas", which proposes that each scenic area should be gradually restored in accordance with actual conditions and by region and project Opening up, and clearly and strictly controlling tourist flow, implementing real-name registration and other scenic area management measures.
On March 1st, the Potala Palace hosted the first live webcast, with over 1 million viewers in an hour. On March 9th, the Potala Palace re-entered the Taobao Live Broadcasting Room again. For the first time, it was broadcast live with 5G signals. The picture was clearer and smoother and was well received by viewers. According to incomplete statistics, up to now, more than 30 well-known domestic museums such as the National Museum of China, the Dunhuang Research Institute, the Nanjing Museum, and the Suzhou Museum have hosted live broadcasts online, and some museum curators have been online to tell audience stories about national treasures.
Scenic tours can be broadcast live, and industry training can also be broadcast live. Beginning in mid-February, Jingyu Donkey Mom Group started to organize large-scale public welfare cultural tourism live broadcast classes. This course, which is introduced daily by a tourism expert, has become a set of timely and abundant training materials for tourism practitioners who are “busy charging” and “exercising internal skills” during the epidemic. As of the beginning of March, the cumulative viewing volume of the live broadcast class has exceeded 200,000.
With the continuous improvement of the domestic epidemic prevention and control situation, the situation of the resumption and production of offline tourism is also improving. On March 16, Shenzhen Happy Valley, Shenzhen Window of the World, Splendid China Folk Village and other scenic spots under the OCT Group resumed their orderly opening. Relevant person in charge of Happy Valley of Shenzhen introduced that after reopening, tourists need to maintain a distance of more than 1.5 meters and wear masks to tour the park. The amusement equipment is taken in separate seats. Staff will disinfect the seats immediately after each batch of tourists leave.
The "2020 Destination Recovery Index Report" released by Ctrip.com shows that as of March 11, the number of scenic spots reopened and resumed on the Ctrip platform has exceeded 900, and the number of 5A-level scenic spots nationwide has exceeded 100, accounting for the total number of 5A-level scenic spots. Nearly 40%.
Looking for new growth points
The fundamentals of the market supporting the operation of the tourism economy have not changed, and the cultural and tourism industry should continue to make efforts to improve quality
"During the epidemic, although people's travel was suspended, the demand did not disappear, and the trend of upgrading did not disappear." Zhai Xiangkun, associate professor of the Department of Tourism of the China Institute of Labor Relations, believes that the tourism industry is more directly affected by the epidemic, but its rebound after the epidemic may also be lower than Other industries are faster. After the epidemic, the new growth point of cultural tourism companies is still focused on improving quality.
The fundamentals of the market supporting the operation of the tourism economy have not changed. Recently, the China Tourism Research Institute's special survey for urban and rural residents showed that more than 70% of respondents said they hope to travel after the epidemic is over.
"The epidemic has not made tourism demand disappear, but it has been postponed." Ctrip CEO Sun Jie said, not long ago, Ctrip joined hands with global tourist destinations to jointly launch the "Rehabilitation V Plan" and launched a 1 billion recovery fund to help the tourism market recover. vitality.
Yao Jun, the general manager of OCT Group, believes that the current cultural tourism industry is undergoing profound changes. The problem of "presence, lack, and lack" has been basically solved, and the problem of "good, bad, and incomplete" has become increasingly prominent. The cultural tourism industry is undergoing transformation after experiencing rapid growth in the early stage. Traditional scenic spots are facing development bottlenecks, and the industrial structure and market demand are not adapted. High-quality development of the cultural tourism industry is an inevitable requirement.
Innovation is the main source of new growth points. On March 26, Songcheng Performing Arts released an announcement that its "Songcheng Eternal Love", "Guilin Eternal Love" and "Zhangjiajie Eternal Love" will resume performances on April 3, and Hangzhou Paradise will also resume its opening on the same day. After the re-opening of the park, Hangzhou Songcheng will launch a series of new performances, including a number of new dramas such as "Flowers Wanted", "Katyusa", "Modern Times", and "Phantoms" created during the epidemic. It is expected to become a new bright spot for tourists. .
Looking forward to helping many parties
Helping digital cultural travel companies to strive to reduce the losses caused by the epidemic and expand the supply of high-quality digital cultural travel products
Zhai Xiangkun believes that the demand for travel will quickly pick up after the epidemic has become the consensus of the industry, and the cultural tourism industry, which is dominated by small, medium and micro enterprises, needs more support.
According to the relevant person in charge of the Ministry of Culture and Tourism, based on the principles of "orderly opening up" and "paying close attention to online", we will continue to promote the resumption of production of cultural and tourism enterprises in a precise and orderly manner. Institutions develop open guidelines or guidance to provide people with safer consumer products and places of consumption on the premise of good epidemic prevention and control. At the same time, accelerate the development of the digital tourism industry, strengthen the construction of smart tourism in 5A-level scenic spots, guide the scenic spots to change their development concepts, promote the deep integration of the industry, continuously expand the connotation and extension of the industry, create diversified products, and improve the supply structure.
In response to some problems facing the development of the digital cultural tourism industry, the Ministry of Culture and Tourism will issue relevant policies, including the implementation of fiscal, tax, and financial policies, to help enterprises work hard to reduce the losses caused by the epidemic, and enhance the development confidence and strength of digital cultural tourism enterprises. At the same time, we will expand the supply of high-quality digital cultural tourism products, accelerate the release of emerging consumer potential, develop immersive experience-oriented cultural tourism consumption, and guide and cultivate new hotspots and new consumption modes such as online consumption, experience consumption, and intelligent consumption. In addition, the Ministry of Culture and Tourism will strengthen the construction of new infrastructure, promote the deep integration of cultural tourism and the digital economy, and promote the digital, networked and intelligent development of the tourism industry.
In order to help enterprises trapped during the epidemic, the Ministry of Culture and Tourism issued a notice a few days ago to temporarily withdraw some of the tourism service quality deposits and support travel agencies to cope with operating difficulties. At the same time, the Ministry of Culture and Tourism has also set up a column on the official website to respond to the outbreak to support corporate development policy measures, and provide online courses such as red tourism cloud classrooms, rural tourism face-to-face live classrooms, tourism scenic area cloud classrooms, and cultural tourism industry cloud lecture halls. At present, policies in finance, banking, taxation, social security and other aspects have benefited cultural and travel enterprises.
Overcoming difficulties and recovering in an all-round way also requires the tourism industry to work together. In order to alleviate the pressure of partners, the tourism platform Ma Honeycomb is fully open and integrates high-quality resources of the platform, and provides urgently needed action guides for partners free of charge, which is welcomed by many partners.
Recently, Linyi Blue Ocean International Hotel under the management of Shandong Blue Ocean Hotel Group has found a new revenue growth point. The Blue Ocean Hotel, which has joined the Meituan “Live + X” Evergreen plan, launched a take-out service during the epidemic period. Take-out orders have rapidly increased from about 10 orders a day to 160 orders a day, and the transaction value has also changed from 500 to 800 per day. Yuan, increased to nearly 13,000 yuan.
Jing Linbo believes that as long as cultural tourism companies accurately analyze the current trend of tourism consumption upgrades, further update tourism products, change tourism management and business methods, and improve risk management mechanisms, they will certainly strengthen their ability to resist risks and drive for sustainable development. In order to achieve a comprehensive recovery of the cultural tourism industry.
Our reporter Wang Ke