China seeks opportunities for transformation in crisis
Recently, China has successively introduced plans for the resumption of work and production of tourism enterprises in many places. A number of tourist attractions have been opened in an orderly manner. The tourism industry has gradually embarked on the road of restarting development and will also face new challenges. Obviously, tourism development will no longer follow the same path. Finding "opportunities" in "danger" and seeking transformation will be the main task of China's tourism in the future.
Get rid of the ticket economy
In the past few days, several scenic spots in Shandong, Hebei, Tianjin, Guizhou, Guangxi, Yunnan, Anhui, Zhejiang, Sichuan, Jiangsu, Xinjiang and other places have issued announcements to implement a ticket-free policy for a limited period of time, and are targeted at medical workers and police officers across the country. Thanksgiving charity activities are held, and some are targeted at tourists from all over the country. According to statistics, as of late February, there have been more than 2,000 scenic spots with free tickets for medical personnel, covering many types of cultural tourism projects such as places of interest, natural scenery, theme parks, and exhibition halls.
After the outbreak, scenic spots across the country were suspended from business, bearing economic pressure without a source of income. In this case, the ticket-free move in the scenic area is not only a tribute to the medical staff across the country, but also a reflection of the practice of the social responsibility of tourism enterprises. From the perspective of the long-term development of the tourism industry, the outbreak may bring opportunities for China's tourism industry to get rid of the "ticket economy."
The “Guidelines for the Orderly Opening of New Coronary Pneumonia Prevention and Control Scenic Spots” issued by Zhejiang Province encourages scenic spots to implement restrictive measures such as the appointment system. During the epidemic prevention and control period, the ticket reservation system will play a good role in tracking and controlling. In recent years, reservation systems have been implemented in many tourist attractions, setting capacity caps for the attractions. The industry believes that "restricting flow" in scenic spots is an important way to ensure the quality and safety of tourists. "Limiting flow" and exemption of tickets will reduce the income of scenic spots. At the same time, it will also promote the development of scenic spots that rely solely on ticket revenues, and put forward higher requirements for the operation of tourist attractions.
Qin Furong, chairman of the Sichuan Tourism Scenic Area Management Association, pointed out that China has the largest tourism market capacity in the country. Such a huge market group is still facing an imbalanced and inadequate supply situation. The majority of the people are pursuing a beautiful and natural lifestyle. Expectations are a potentially huge opportunity market. The epidemic has forced us to think more, adjust the product structure of tourist attractions, innovate business models, and enhance cultural and scientific connotations.
The lower the trough, the more you create a brand
Despite the sudden outbreak, promoting high-quality tourism development will always be the development direction of China's tourism, which is determined not only by the development law of tourism itself, but also the only way for China to build a tourism power.
The high-quality development of tourism needs to be considered from the three dimensions of tourists, enterprises and industries, that is, is the tourist satisfaction high? How effective is the tourism business? The development of tourism industry is insufficient? Dai Bin, director of the China Tourism Academy, pointed out that the high-quality development of the tourism industry requires that we can no longer follow the traditional resource-driven development model, but must actively cultivate new kinetic energy such as science and technology, education, and talent, and seek benefits from research and innovation.
Tourism companies are steadily returning to work. How can they attract tourists after returning to work? Price reductions seem to be a way to quickly "get results." However, for tourism companies and the tourism industry, it is by no means a good medicine.
"The era of quality tourism is bound to come." Ge Lei, vice chairman of the China Tourism Association's Tourism Marketing Branch, emphasized that people's demands for tourism products continue to increase, especially for personalized tourism and experiential tourism. When people arrive at a destination, it is no longer Just to see it, but to hope to experience it. People's needs should be taken as the fundamental driving force of tourism product innovation, and people's experience should be taken as the criterion for the success of tourism products.
"The more it is in the downturn, the more it is to create a brand, and the more it is to maintain quality, this is a consensus." Qin Furong pointed out that this is indeed difficult, but if this point is not broken, this company will basically see no hope. So at this time, we can't just consider how to survive, we must also actively plan to cope with future development. Qin Furong suggested that R & D and upgrading of tourism products with more market competitiveness should be strengthened to meet the development after the epidemic.
The future of tourism is optimistic about the characteristics of Kangyang
Recently, the nineteenth press conference on the prevention and control of the new crown pneumonia epidemic in Haikou City, Hainan Province came. After the epidemic, Haikou will mainly use its advantages in coastal health care, climate ecology, etc., play a good ecological health brand in the tourism industry and improve Quality of tourism services. It is understood that Haikou City is integrating recreational tourism resources such as traditional Chinese medicine conditioning, hot spring vacations, and rural ecology, and will plan to launch a series of health tourism specialty products.
Tourism industry experts predict that affected by the epidemic, people will enjoy recreational, ecological, and rural tourism in the future. Yunnan, Hainan, Guangxi and other places have certain development advantages due to the conditions of ecological resources and are favored by the industry.
Beijing citizen Cheng Junyuan told reporters that for five years, his parents had been recuperating in Yunnan Tengchong Hot Spring for about two months every winter. Due to the epidemic, the trip could not be made this year. However, the staff of a local hot spring development company that often contacted Tengchong told them that employees were developing new wellness products, including food tourism, forest tourism, hot spring tourism, etc., and would launch customized services. "An epidemic made us realize the importance of health, which will change some of our lifestyles and affect our tourism decisions." Cheng Junyuan said that he and his parents will be loyal consumers of healthy tourism in the future.
Hong Qinghua, founder of Donkeymom.com and chairman of Jingyu Group, pointed out that after the epidemic, there will be new demand for tourists, and peripheral tourism will take the lead in recovery. More popular, we must make tourism products that are safe, comfortable, assured, green, ecological, and healthy.
Yin Jie