How to know and understand global tourism

Consumption has become the main driving force of economic development, and tourism consumption has also become the focus. As an industry with strong driving force, low energy consumption and high added value, tourism has also become an important means for developing regions to get rid of poverty and become rich. August 20 15, the notice of the national tourism administration on the establishment of a national tourism demonstration zone (LJFNo. 20 15 182) put forward the evaluation index of establishing global tourism.

The concept of global tourism came into being under this background, and it has become a new idea and method for many cities and counties in China to develop tourism.

As early as 20 13, the core team of Ruyu Co., Ltd. put forward the development idea of "global tourism" and explored global tourism in combination with tourism planning practice. In 20 14, the core team of Ruyu Co., Ltd. compiled the Global Tourism Development Plan of Rucheng County, Hunan Province, and made an in-depth analysis of global tourism.

What is global tourism? What's the difference with the general rules of travel? How should it develop?

1. What is global tourism? What are the benefits?

1, development background

The era of ticket economy is about to pass, and the future tourism development will pay more attention to "comprehensive tourism consumption", and the tourism development will gradually move from a single index evaluation of "person-time and total consumption" to a multi-index evaluation of "person-time, overnight rate, stay time, per capita consumption and repeated trips". Therefore, the tourism development with the core of "independent scenic spot development" will gradually be "insufficient" and globalized and linked.

2. Concept connotation

Different from the traditional thinking of tourism development, the global tourism is embodied in three aspects, namely, breaking the "whole city" of independent scenic spots in space, breaking the "global" of scenic spot staff in participation and breaking the "global" of single tourism development in industry.

The whole city in space: that is, the development idea of "breaking independent scenic spots", changing the original independent construction of large scenic spots into global and multi-angle tourism development, and combining the construction and development of cities, villages and streets with the development of tourism, on the one hand, meeting the diversified needs of tourists, on the other hand, improving the living experience of local residents, and on the other hand, improving the overall image of the city, so that the development of tourism and urban construction are closely combined.

National participation: that is, the development idea of "promoting national participation" In the future, the development of tourism will expand from "the government knows, investors understand and practitioners obey" to "the whole people know the characteristics of tourism development and change the service concept so that all people can be" tour guides ". On the one hand, it will put an end to the phenomenon of "cheating customers", on the other hand, it will really make local characteristics and local culture come alive and truly enhance the "sex" of tourists.

Industry-wide: On the one hand, develop tourism with the idea of "tourism plus", combine tourism development with industrial development, enrich the content of "tourism consumption" through industrial core, enhance the core competitiveness of tourism, tap the added value of tourism, and promote the development of "diversified industries" in this region; On the other hand, through the "publicity and promotion" function of tourism, we can promote regional brands and industrial environment and assist in attracting investment.

Generally speaking, the development idea of global tourism is to promote the transformation and development of regional economy through the transformation of tourism development model, build diversified development momentum, and achieve "residents are comfortable, tourists are happy, and business travelers are tempted".

3. Core significance

For local residents, it has not only created new employment opportunities and jobs, but also brought a new living atmosphere. Tourists will not become intruders who "interfere with life", nor will they become "lambs to be loaded", but become service objects and welcome guests.

For tourists, the original "seeing the scenery" has changed into "experiencing a local life, enjoying a local landscape and understanding a local culture", and it has truly become "experiencing tourism and holiday tourism", truly realizing "having fun, staying comfortably, eating happily and spending safely", truly realizing "integrating into the place and falling in love with it" and realizing "staying for a long time"

For investors, investment in tourism projects is no longer a "lonely boat". With the promotion of tourism image and the development of tourism projects in the whole region, single-point projects have a better investment environment, bringing more "incidental tourists", and the investment and construction of the projects will be lower in cost and better in benefit.

For the government, the social atmosphere has changed, the economic vitality has increased, and the city image has been continuously improved, so that regional development can enter a virtuous circle.

Second, where is global tourism suitable? What are the characteristics?

Generally speaking, global tourism can be divided into five most suitable places:

First, central cities and famous tourist areas.

Features have a certain tourism foundation, with more than 1 tourist attractions. At present, the number of tourists has reached a certain scale (>100000 person-times), and the tourism industry has formed a certain pattern, but the growth rate of urban tourism has slowed down and the development of tourism has reached the ceiling.

Features need to enrich tourism functions, change the traditional tourism image, improve quality and efficiency, and some cities need to solve the contradiction between "tourists and residents".

difficulty

① Some "traditional old tourist cities" have poor tourism services and solidified tourism modes;

② The tourism images of some "classic tourist cities" are too single and well-known, so it is difficult to create new scenic spots;

general idea

(1) needs to be related to the original tourism features to some extent.

② Need to create a "special and unique" scenic spot.

③ Strengthen the construction of tourism service environment.

Second: the radiation circle area of big cities.

Characteristics At present, the development of tourism has not yet started or just started, and there are large cities with a large population nearby, which has huge potential space.

Features need to optimize project site selection, strengthen weekend vacation and leisure functions, create multi-category and multi-level tourist spots, strengthen the linkage between nodes, create unique tourism culture and tourism products, refine regional image, strengthen customer segmentation and regional image positioning, strengthen all-round regional tourism marketing expansion, and achieve a fist attack.

difficulty

(1) It is difficult to make distinctive features, and it needs to compete with other regions to seize the customer base;

(2) Repeated consumption is the main factor, and it is difficult to increase single consumption;

general idea

(1) The design of project points should be consistent, and the differences and linkages between different projects should be considered.

② The design of tourist routes should be diversified, and there are differences between theme functional routes and characteristic routes.

③ Pay attention to the design of festivals and theme activities to increase the interactive experience.

④ We can consider creating a tourism environment, striving for the resource output of central cities and helping to cultivate characteristic industries.

Third: emerging tourist destinations.

Characteristic tourism has started and become one of the local pillar industries or key industries, enjoying popularity in a certain area, but the total scale is still small and in the development stage (the annual number of tourists in prefecture-level units is less than 6.5438+million, and that in county-level units is less than 5 million). Local residents take the initiative to participate in tourism development, but have not yet enjoyed the dividend of tourism development.

The development of tourism in difficult areas has entered a "bottleneck period", and some cities have negative effects, such as fraudulent compensation and fraudulent compensation. The region needs to introduce new key projects, constantly strengthen the strength of tourism development and enhance the attractiveness of tourism. It needs to make breakthroughs in "increasing investment attraction" and "optimizing tourism environment".

general idea

① Establish a comprehensive tourism image and strengthen the education and publicity of "the whole people"

(2) Use the existing tourism projects to guide optimization and encourage the development of inter-project groups.

③ Pay attention to the creation of differentiated projects and strengthen the ability to identify new projects.

④ Pay attention to the design of regional multi-frequency festivals, cultivate cultural industries and enhance the stickiness of tourists.

Fourth, other non-tourist areas with resources.

Features such areas are often not traditional well-known scenic spots, and the economy is relatively good. The overall industrial structure is dominated by manufacturing, but the consumption power of urban residents is high. Cities and their suburbs have certain resources, but there are no special tourism projects, such as industrial sites, characteristic historical and cultural events and natural landscapes.

The difficult economy is relatively developed, the impression of urban industrialization is strong, the tourism image of "natural ecology" is relatively weak, and the distribution of tourism resources is relatively scattered. The development of the whole region needs stronger overall planning ability, which not only needs to pay attention to the shaping of urban character and the transmission of urban culture, but also needs to fully consider the development of the situation and consider introducing functional entertainment projects.

general idea

⑤ It is necessary to comprehensively consider urban resources and characteristics and strengthen the shaping of urban comprehensive tourism image.

⑥ It is necessary to combine urban infrastructure with ecological environment construction and strengthen "ecological" construction.

⑦ Function-oriented, introduce functional and characteristic projects, and drive global development through leading projects.

Fifth, underdeveloped areas.

Features such areas are often far away from big cities or central cities and do not belong to the radiation range of traditional famous scenic spots. It is often an ecological protection zone or poverty alleviation development zone with good natural ecological environment, relatively more historical and cultural resources, but relatively backward economy. The connectivity of external traffic in some areas is poor.

difficulty

(1) Infrastructure investment is large, which requires the government to lay the foundation.

② The local area lacks the support of tourism products and attractive projects.

③ The local investment environment is insufficient, so it is difficult to attract investment for tourism.

④ The quality of local residents is low, and the urban tourism atmosphere is insufficient.

⑤ It can be considered that tourism is the starting point of urban economic development.

general idea

① Fully consider the methods and strategies to realize the local "green mountains and green waters";

② We should give full consideration to how local "old and old" characteristic resource projects become attractive;

(3) It is necessary to build leading projects with distinctive features and form core attraction.

④ Comprehensive consideration should be given to the long vacation travel and weekend leisure in surrounding cities, so as to enrich more functions.

⑤ How to make local residents participate in tourism development to the greatest extent should be considered.

⑥ Strengthen the overall regional publicity and establish a tourism training system for residents.

If you want to know more about the strategy and promotion measures of global tourism, welcome to discuss with Jade.