Requesting a business strategy paper for the tourism industry

The U.S. subprime mortgage crisis that originated in 2007 has now evolved into a financial industry crisis, affecting various countries and regions around the world. It has not only triggered global financial turmoil, but has also begun to have an impact on the real economy. With the stock market plummeting and credit shrinking, investor confidence collapsed, consumer confidence lost, and many developed and some developing countries experienced economic recession, the risk of the world economy entering stagnation or even recession has increased significantly. The financial crisis has had a certain impact on the development of our country's economy. Since the tourism industry is an industry that is extremely susceptible to economic fluctuations, it will not be immune to setbacks during this crisis. What impact will the financial crisis have on the tourism industry? How long this impact will last is the current focus of the tourism management department and the industry.

1. The impact of the financial crisis on the tourism industry

The global financial crisis has caused the world economy to stagnate or even decline. The tourism industry is different from other traditional industries. The economic downturn has a great impact on the tourism industry. Once the economy fluctuates, people will first cut back on non-daily necessities. The products provided by the tourism industry fall into this category. Therefore, when the global financial crisis spreads more and more, the development of the tourism industry will definitely be forced to relax. The slow pace has resulted in an absolute decrease in the number of tourists and tourism income. According to data released by the National Tourism Administration, in August 2008, major cities across the country received 27,624,491 inbound tourists, a year-on-year increase of only 0.91%, while Beijing received 2,534,994 inbound tourists, a year-on-year decrease of 8.9%. Inbound tourism dropped the most in September. The country achieved tourism (foreign exchange) revenue of US$3.142 billion, down 11.36% year-on-year. The number of inbound tourists in my country was 10.564 million, down 5.94% year-on-year, of which 1.8833 million were foreigners, down 15.10% year-on-year. . From January to September, the total number of inbound tourists was 97.2974 million, a year-on-year decrease of 0.37%. Among them, 18.3527 million were foreigners, a decrease of 3.53%. It is estimated that from January to September, the country’s tourism (foreign exchange) revenue reached US$29.828 billion, a year-on-year decrease of 3.26%. Hangzhou's inbound tourism market has also been in a sluggish state. The first quarter of 2009 was basically the same as the same period last year. According to preliminary statistics, the city received 444,000 inbound tourists, a year-on-year increase of 0.1%. Among them, 301,300 foreigners were received, a year-on-year decrease of 3.2%. Among them, the Asian market grew slowly, the European market rebounded slightly, the American market fell significantly, the Oceania market fell significantly, and the Hong Kong, Macao and Taiwan markets grew simultaneously. The slowdown and decline in the growth rate of inbound tourism shows that in addition to the impact of natural disasters in the first half of the year, the subprime mortgage crisis has also had a certain impact on China's inbound tourism market, which will gradually appear over time and last for a period of time. .

2. Business strategies for revitalizing the tourism industry

(1) Government level

Focus on macro-control and expand domestic consumer demand. The expansion of domestic consumption demand will be the main source of long-term economic growth. From the perspective of economic growth, under the combined effects of the intensifying global financial crisis, upward movement of factor prices, and the "inertia" of domestic macroeconomic policies, my country's investment growth rate has shown a downward trend, and over-reliance on investment has negative consequences. The effect has also been revealed. At the same time, the market demand of my country's export-oriented enterprises has significantly shrunk, and some small and medium-sized enterprises that rely entirely on exports are facing the tragedy of bankruptcy, resulting in an increase in unemployment and a decrease in residents' discretionary income. In 2007, my country's contribution to the world economy exceeded 16%. In the context of the current slowdown in global economic growth and the intensification of the international financial crisis, as the world's largest developing country, my country has maintained its rapid economic growth by expanding internal consumption demand, which will have an impact on the world economy through trade and financial channels. Dilemma plays a positive role. Correctly guide the development of tourism, expand the number of tourists, and use the driving role of tourism to drive the development of related industries and promote economic growth.

Since the second half of 2008, the Hangzhou Municipal Government has adopted a series of measures to stimulate the economy, and the tourism department has also used various means to strive to boost tourism consumption. Starting from March 1, 2009, Hangzhou City has issued 2.4 million "Hangzhou Tourism Consumption Vouchers" with a face value of 150 million yuan to domestic cities and Hong Kong, Macao and Taiwan regions, which can be used in 818 stores in Greater Hangzhou.

At the same time, tickets worth about 50 million yuan will be given away, and the city's total discounts will reach 200 million yuan. As of April 20, 2.2 million "Hangzhou tourist consumption vouchers" have been issued to tourists, and 200,000 tourist consumption vouchers in some districts, counties (cities) reserved for issuance will mainly be used for "May Day" and Dragon Boat Festival. Implement a citizen tourism and leisure plan during the long holiday. At present, the number of foreign tourists visiting Hangzhou with "Hangzhou Tourism Consumption Vouchers" is constantly increasing, and the expected results have been initially achieved. It is mainly reflected in the following three aspects: First, it expands the popularity and reputation of Hangzhou city. Since March 1, “Hangzhou Tourism Vouchers” have become the focus of media and public opinion at all levels. CCTV has continuously broadcast the dynamic situation of "Hangzhou Tourism Consumption Vouchers" in the form of news, in-depth reports, etc. on the economic channel, comprehensive channel, and news channel, which has aroused great repercussions across the country. "People's Daily", Xinhua News Agency and other central-level media have continuously reported on the issuance and use of "Hangzhou Tourism Consumption Vouchers". Overseas media such as the Los Angeles Times and Agence France-Presse have also paid attention to and reported on the "Hangzhou Tourism Voucher", which has directly increased the visibility and reputation of the city of Hangzhou. Ctrip.com recently announced the 2009 spring tourist hotspot rankings in China. Hangzhou surpassed popular cities such as Hong Kong and Sanya to take the first place. Second, it brings benefits to tourists visiting Hangzhou. Since the beginning of March 2009, Lingyin Feilai Peak, Lingyin Temple, West Lake Cruise, Xixi Wetland, Leifeng Pagoda, Qiandao Lake Scenic Area, Louwailou, Zhiweiguan, Metropark International Hotel, Grandma's House and other tourism companies have welcomed A large number of tourists holding "Hangzhou Tourism Consumption Vouchers" were attracted. Based on the analysis of the total voting results of 468 questionnaires and 1,359 online surveys, the 466 coupon-holding tourists who filled out the questionnaire used a total of 2,936 Hangzhou tourism consumption coupons, with an average of 6.3 tourism consumption coupons per person. Directly saves travel costs. Third, it directly boosts Hangzhou’s tourism economy. According to a special survey, 82.62% of those surveyed said that travel consumption vouchers prompted voucher holders to have the idea of ??traveling to Hangzhou; according to a sample survey, each 10 yuan Hangzhou travel consumption voucher in the hands of voucher holders stimulated 289.45 yuan of travel in Hangzhou. Consumption. In the first quarter of 2009, Hangzhou received 11.2256 million domestic tourists, a year-on-year increase of 8.4%, and the growth rate increased by 1.1 percentage points compared with the same period last year. Domestic tourism revenue reached 13.934 billion yuan, a year-on-year increase of 12.3%. Among them, the number of overnight tourists received was 6.7304 million, a year-on-year increase of 2.3%; the number of "one-day tour" tourists was 4.4951 million, a year-on-year increase of 18.9%. In these data, Hangzhou tourism consumption vouchers have played a major role in stimulating tourists to travel to Hangzhou, spend money in Hangzhou, and stay in Hangzhou for days, and the multiplier effect is very obvious. There are several phenomena that can prove the recent surge in the number of tourists in Hangzhou: First, the number of tourists in scenic spots has soared, and scenic spots such as West Lake and Xixi Wetland are crowded with tourists; second, the rental rate of hotels, restaurants, and tourist vehicles has soared, and even on weekends It is difficult to find a room or a car; third, there are several additional performances of theatrical performances. "Songcheng Eternal Love" recently set a historical record of 8 performances in a single day, surpassing last year's "National Day" gold Weekly; "Impression of the West Lake" will be performed once every Friday and Saturday, reflecting the increase in market demand.

(2) Tourism enterprise level

1. Pay close attention to economic trends and change marketing strategies in a timely manner

Vice President of China Tourism Academy and well-known tourism economic expert Professor Dai Bin submitted a relevant investigation report on the impact of the financial crisis on my country's tourism industry to the National Tourism Administration. In the report, Professor Dai Bin believes that the financial crisis will definitely affect China's tourist hotel industry, but the impact will not be great, and the domestic tourism market will receive more attention. The focus of tourism enterprise marketing should be domestic tourists, and they should try their best to introduce some economical and affordable short-term travel routes to consider the vital interests of tourists. At the same time, attention should be paid to the issue of marketing cost investment. In the context of a sluggish environment, marketing costs and expenses should be compressed, unnecessary expenditures should be minimized, and advertising investment should be reduced. Under the influence of the financial crisis, the number of consumers in overseas markets, especially European and American markets, will plummet, and input costs are not proportional to output. Marketing costs in such markets must be reduced as much as possible. We must also proceed with caution when it comes to the domestic market, as the consumption confidence of most consumers has been hit hard. Experts believe that judging from the figures provided by major travel agencies, the increase in turnover is far less than the increase in the number of group members, which also shows that the tourism market consumption is already showing signs of "fatigue".

So don’t count on doing a lot of marketing in exchange for an increase in tourist numbers.

Since 2009, Zhejiang has actively created high-quality eco-tourism projects and formed a good market atmosphere to promote eco-tourism. Zhejiang is a province rich in eco-tourism resources, with huge potential and broad prospects for developing eco-tourism. At present, Zhejiang has 1 national-level ecological county, 43 national-level ecological demonstration zones, 138 nationally beautiful towns and villages, and 2 national-level ecological villages. The total number ranks among the top in China. Zhejiang has created a total of 11 provincial-level ecological counties (cities, districts), 450 provincial-level ecological towns, and 3,999 ecological villages above the county level. It is reported that Shaoxing Kuaiji Mountain Scenic Area and Ningbo Bridge Eco-tourism Area have been jointly named by the Zhejiang Provincial Tourism Bureau and the Environmental Protection Bureau as the first batch of eco-tourism demonstration areas in Zhejiang Province. In addition, seven scenic spots including Hangzhou Tianmu Mountain Scenic Area were named among the first batch of eco-tourism spots in Zhejiang Province. [6] Eco-tourism not only meets the growing demand worldwide, but also promotes environmentally friendly tourism concepts and resource-saving management methods. It is very promising to emerge as a new force in the tourism industry where the impact of the financial crisis has begun to show signs of impact.

2. Make full use of the downturn in the economic cycle to strengthen the construction of tourism enterprises

Report from China Financial Network: The growth momentum of tourism next year may not be optimistic: as far as the tourism industry alone is concerned , if we find a consistent point in the country's history, we think it may be similar to the situation from 1996 to 1999, but the difference is that the events distributed in four years have gathered this year, with the domestic export situation deteriorating and the real estate bubble emerging. , global economic recession and financial turmoil in the economic structural transformation period, income growth suffered repeated blows and finally lost its ability to withstand. Then the situation we may face now is even more severe. Based on this, it is speculated that the growth of my country's per capita disposable income in 2009 may not be able to tolerate optimism. The cruel reality is before enterprises. Tourism enterprises should make full use of this period to strengthen their own construction and internal reforms, further improve corporate management systems, especially strengthen corporate culture construction and employee training, in order to join as soon as possible when the economy recovers. Market competition.

3. Tourism enterprises are developing towards group development

Group development is not a new term, but under the current situation, many small and medium-sized enterprises are becoming more and more miserable, which further highlights its importance. The group mainly relies on its brand advantage and market advantage to strengthen its group management through chain operations, franchises, management contracts and strategic alliances, reduce corporate investment risks, increase business scale, increase market share, and enable some to voluntarily join Small and medium-sized enterprises can rely on the strength of large groups to resist external risks and survive the current crisis.

4. Tourism enterprises develop toward branding

Brand is an intangible asset of an enterprise, just like a person's reputation, it is an image and a reputation. An entity can have actual value, while an image or reputation can have a value that far exceeds the value of the entity to which it is attached, and may even be priceless. Brand is the magic weapon for enterprises, especially small and medium-sized enterprises, to win. It can bring market effects to enterprises. Brand strategy must establish and shape the brand's image and improve the brand's popularity. The creation of a brand is a systematic project, including operations, management, services, production, decoration, morale, culture, connotation, spirit and other factors, and runs through the entire process of enterprise operations. At such a critical moment, it is wise for small and medium-sized enterprises to implement brand strategies if they want to tide over the difficulties.

(3) Industry association level

The tourism industry is an industry with a high degree of marketization, strong comprehensiveness and high correlation. It is particularly important to give full play to the role of various tourism industry associations. . The tourism industry association is an army and a wheel that accompanies and promotes the development of the tourism industry. It is a powerful assistant to the tourism administrative department. Its status is constantly improving and its role is becoming increasingly apparent. Tourism enterprises are the main body of the tourism market. Under the conditions of gradually improving the market economic system, various tourism industry associations need to serve as bridges and links to communicate between the industry and the government, safeguard the legitimate rights and interests of the industry, and coordinate enterprises in the same industry to establish industry standards. Carry out self-discipline management and promote the improvement of industry quality, thereby fulfilling its functions and achieving its purpose. In the face of crisis, we rely on the coordination role of industry associations to jointly create a good tourism market environment and establish a standardized tourism market order so that tourism companies can successfully survive the crisis.

(Author’s unit: Hangzhou Academy of Social Sciences)