Liu Feng: How to do tourism in 2022-change with the trend, keep correct and innovate.

In 20021this year, we experienced the test of "a thorn in the ground", felt the difficulty of "going to the sky", and left the perseverance of "going through all kinds of hardships and letting the east, west, north and south winds prevail".

"The Xiongguan Road is really like iron, and now it is one step away from the beginning." How about 2022? Eight words: "Change with the trend, be upright and innovate." The high probability in 2022 will still be difficult, just like sailing against the current. Dongpo said: "Life is like a walk, and I am also a pedestrian." Therefore, we must follow the trend and follow the trend. What trend to follow? Follow the general trend of development, market and technology and seize the opportunity to create value. For what skin? We should pay attention to the transformation of ideas, mechanisms and industries. The so-called "heaven and earth change in four seasons, which varies from person to person." Keep the right things? Guard your heart, respect your career and do your duty. Create what new? We should break the old rules and move forward with the "four modernizations" of health, intelligence, experience and operation. The relationship between homeopathic change and upright innovation is unity of opposites. We should grasp the "invariability" in "change" and deal with all changes with invariability. At the same time, we should keep pace with the times and innovate for change. Only in this way can we ride the wind and waves, overcome difficulties and stand in the trend of the times. May all persistence have a bright future.

First, homeopathy.

Only by following the great "potential" can we become "things"

Looking at the world, the international situation is changing, and the global economic pressure is still great; Throughout the country, multiple challenges continue to overlap, and China's economy and society have undergone profound changes. As long as we understand the situation clearly, seize the opportunity and follow the trend, there is still much to be done.

1 Follow the general trend of development and strive for progress while maintaining stability.

Looking back at 202 1, it picked up in the short term, with frequent hot spots and a bleak ending. This year, signs of recovery began to show, Zhou Bianyou, Red Tourism and Northwest China continued to rise, Beijing School Global Resort Hotel opened, script killing and meta-universe became new hot spots, and Henan cultural tourism was successfully "out of the circle". This year, the epidemic broke out one after another, and the tourism industry fluctuated from time to time. Thunderstorms, bankruptcies, bankruptcies, involution and lying flat are constantly stinging the nerves of tourists.

Look at the situation, accurately understand the change, respond scientifically, and take the initiative to change. According to the recent Central Economic Work Conference, China's economy faces triple pressures of shrinking demand, supply shocks and weakening expectations, and "striving for progress while maintaining stability" will become the main theme of China's economic work in 2022. Many economists predict that China's economic growth will slow down this year. According to the latest requirements of the Ministry of Culture and Tourism, inter-provincial group tours and "air ticket+hotel" business will be difficult to fully recover before March 15. Epidemic situation and economy are the two biggest variables in the recovery of tourism in China. How to keep pace with the times is testing the whole industry.

The new journey, taking advantage of the trend, accurately guiding and making steady progress. China's tourism industry has developed for more than 40 years, and has moved from large-scale incremental construction to the stage of paying equal attention to stock upgrading and incremental structural adjustment. High-quality development has become the goal and theme. Embrace change, limit goals, and take the initiative. In 2022, the tourism industry should be guided accurately and start a new game steadily.

Follow the general trend of the market and seek opportunities in times of crisis

Looking forward to 2022, I have a general judgment: the recovery of the tourism market in the first half of the year will still be very difficult and face great challenges, and I hope it will improve in the second half of the year. But I have always believed that how to see opportunities in challenges and seize them is the most important thing.

From a macro perspective, cultural tourism is still an important support for the country's strategy of expanding domestic demand. China's population is 654.38+0.4 billion, including 400 million middle-income groups, 565.438+0 million "one old and one young" groups, and 426 billion Z after the 1980s and 1990s. The unique markets such as customized tours, study tours, parent-child tours, old-age tours and leisure tours just needed by different customers have broad prospects and are promising.

From the middle point of view, the localization and short-range characteristics of the tourism market are more prominent. Tourism is more integrated into urban and rural areas and people's lives than ever before. Zhou Bianyou, short trips, go on road trip and micro-vacations have become the new normal, and urban leisure and rural tourism are welcoming favorable opportunities.

From the microscopic point of view, intellectual travel, immersive experience, night travel, ice and snow travel and red tourism will still be important outlets.

3 conform to the general trend of science and technology and embrace the future

Digital "new infrastructure" is improving day by day, and scientific and technological revolutions such as spring breeze and rain reshape the tourism ecology.

Science and technology have become the new kinetic energy of cultural tourism. Henan Satellite TV's series of programs, such as Banquet at Tang Palace and Wonderful Tour of Dragon Boat Festival, combine traditional culture with modern scientific and technological innovation, combine virtual scenes with real stage, shock the hearts of Chinese people and set off a tourism boom in Henan, which is a vivid portrayal of the innovative development of cultural tourism empowered by science and technology.

A new era of digital intelligence experience is coming. The "Metauniverse" was born, and the virtual and the reality were integrated. "Culture+Technology+Tourism" will be further deepened, and new tourist scenes, new species and new experiences will emerge constantly.

The past has no past, and the future has come. The past represents profound history and culture, science and technology represents the future development trend, and the combination of culture and science and technology is the wing for the sustained and high-quality development of tourism. Of course, we can't be obsessed with elegance and culture for the sake of culture; Don't worry about adding new words, but for the sake of science and technology, be less deceptive, more clever, less eager for quick success, more practical, less impetuous and more pure.

Second, change.

Change is meaningful and universal principles can be realized.

China has entered the era of aging, big data and mass tourism ... These characteristics of the times will have a great impact on the development of tourism in China and promote profound changes in tourism in China.

1 concept change

-Quality and innovation are key words.

"The change of concept marks the depth of thought and determines the strength of action." In the future, we should use a new concept of development to guide the development of tourism.

Quality is a must. We must change our cognition and turn the original homogeneous, low-end and extensive products into characteristic, quality, personalized and ecological products. When the big waves come, it depends on who can swim. People-oriented, good products, excellent service and full experience are still the foundation of the company.

Innovation is a must. In the era of high homogeneity, our way out is innovation. Comply with the trend of the times, meet the needs of customers, create value for customers, and better cope with the changes of the times with innovation. In the process of innovation, we must think about who I am and where I come from. Where are you going? Prepare for change, demand the present with the future, and guide the present with tomorrow.

2 Mechanism changes

-from fragile to powerful, from me to us

The times have changed, and the mechanism must also change with the times. Sticking to the rules will only shrink back.

Establish an anti-vulnerability mechanism. Don't waste the crisis. Every major crisis hides an opportunity for fundamental change. Tourism enterprises should have a sense of crisis, change passivity into initiative, improve business philosophy, build a flexible organizational structure, actively promote strategic adjustment and business layout, and improve their ability to resist and adapt to risks. It is also necessary for the government to issue a series of corresponding assistance policies to enhance the industry's "anti-epidemic" ability.

Establish a responsibility mechanism. To be a literary traveler, you must have awe and a sense of responsibility. In fact, the thunder of Evergrande is not unexpected. 15 Evergrande Children's World has not been opened for five years, and cultural tours are just a cover for land acquisition, so the phenomenon of "selling dog meat by hanging sheep's head" emerges endlessly. To be a cultural traveler, we should recognize the capability boundary of the enterprise, keep a clear understanding at all times, and advance and retreat between expansion and contraction.

Establish a biological mechanism. Tourism covers a wide range, and it is impossible for any company to cover everything. Therefore, it is necessary to integrate the resources of all parties with heart, so as to win * * * * *. From I to WE, we should form a joint force to better meet the needs of consumers.

3 industrial transformation

-Development mode and industrial structure are two major breakthroughs.

The epidemic has devastated the transformation pains of the tourism industry. Driven by consumption upgrading and scientific and technological revolution, a new round of industrial transformation of the tourism industry is ready to go, and it is urgent to seek a breakthrough on the path of high-quality development.

Transformation of development mode. The logic of China's tourism economic development is undergoing profound changes. The traditional extensive development mode of "staking a horse" will be unsustainable, and the problems of tourism development such as emphasizing investment over consumption, emphasizing construction over operation, emphasizing scale over quality, emphasizing form over content, and emphasizing hardware over software are still outstanding. It is necessary to further optimize the development mode of tourism and comprehensively improve the efficiency.

Industrial structure reform. At present, a prominent problem of China's tourism industry structure is the mismatch between supply and demand. On the one hand, there are still a large number of low-level, homogeneous and extensive tourism products and services, and the epidemic has been self-filtered by the industry, and the survival of the fittest has been eliminated. On the other hand, high-quality, personalized and refined new products and leisure products are slowly being updated. The epidemic has delayed this process, but it has also given more time to accumulate strength. At present, low-end escape sequence and high-quality structural shortage coexist. In addition, Dean Dai Bin of china tourism academy proposed that "going to travel agencies in the field of tourism services, going to star hotels in the field of tourism accommodation, and going to scenic spots in the field of tourism and leisure" are all issues worthy of our consideration.

Third, be honest.

Be honest and work hard for a long time.

Being upright, that is, abiding by the right path, is to firmly grasp the essence and laws of things and establish long-term professional values under the background of great changes in the past century. Integrity means keeping one's original heart, respecting one's profession and doing one's duty. Only by keeping the "roots" and "sources" can we have a solid foundation, a positive direction and firm strength.

1 keep your initial heart-if your heart is scattered, it will be scattered.

Confidence is more important than gold, and human heart is more important than money.

Initial heart is the heart of nature, that is, initial heart and sincerity. At present, keeping your heart is to overcome the fear, panic and anxiety of difficulties, build confidence, be loyal to your wife, and make time the best yardstick for measuring value. Cultural tourism inherits the feelings of home and country and satisfies people's yearning for a better life. Tourism "has become an important symbol to measure the economic development and civilization of a country and region". Under the background of the current domestic cycle, cultural tourism is the main force to stimulate consumption and the main channel to lead consumption upgrading. The development quality of culture and tourism is directly related to the development quality of the whole economy and society. Although winter will be very long and cold, it is also the last winter of the epidemic, so we should keep our initial heart, prepare for the worst, work hard towards the best goal, and strive to live better and longer.

2. Respect the industry-never change and wait for death, but change and die.

Adhere to one's leading main business

This industry is the industry that was engaged in at the beginning. There are 3,000 enterprises in Japan that have existed for more than 200 years. The biggest secret of a long-lasting enterprise is to stick to the industry in a down-to-earth manner no matter how the times change. Doing well is better than doing well, and doing well is better than doing well. Focusing on your major is a very valuable quality, which may lose some potential opportunities, but it can also avoid uncertain risks. At present, there are two very important tracks in the cultural tourism industry, one is urban renewal, and the other is rural revitalization, which basically covers all the big spaces of the motherland. As long as cultural tourism enterprises hold their own industries and choose opportunities to break through, there is hope to turn losses into profits. For Fengfeng Ye Zhi, we will pay more attention to internal cultivation, be proficient in specialties, and do a good job in serving the whole process of cultural tourism industry and rural revitalization. For example, we have served Lianping County in Guangdong for more than a year, initiated the rural revitalization 5.0 model in Li Anping, and established a tourism model in rural revitalization. This is the reward of intensive cultivation and keeping the industry.

3. Do your own job-do a good job in products, services and content.

A person's job is his occupation. For travelers, it is our responsibility to truly create good products, good services and good content, so that the public can accept, recognize and like it, and maximize our core competitiveness and ability to serve customers. The essence of the tourism industry is to let tourists make their lives better and broader through differentiated experiences and make people better people. Therefore, a word from Avenue to Jane is to impress the hearts of tourists. Tourists generally need 12 people to reach their destination, including seeing, playing, living, eating, buying, speaking, wearing, learning, treating, worshiping and enjoying. Do this well and you will naturally turn back. Only when you really go into the mind of a tourist, have empathy, can you feel the same, and really understand his dessert, pain points and excitement points, can you find your own selling points, profit points and growth points.

Fourth, innovation.

The "four modernizations" go hand in hand and break through.

The essence of innovation is breakthrough, that is, breaking through the old mindset, product formula and model conclusion. Innovation and correctness are dialectical unity and mutual promotion. The innovative development of cultural tourism industry includes not only poetry and distance, but also market and fireworks, technology and temperature, virtual space and interesting soul.

1 health-touch the fireworks

Health is the most important indicator of a happy life.

The era of great health has arrived. The health awareness of the whole people has been improved due to the "epidemic situation", and healthy living has become the key word. With the obvious trend of population aging in China, the increasing pressure of urban life, the normalization of epidemic prevention and control in COVID-19, the growth of sub-health population and the prominent environmental health problems, the health industry will usher in unprecedented development opportunities.

There are three hot spots in the development of healthy tourism in 2022. First, sports health tourism. This year, there will be Beijing Winter Olympics, Chengdu Universiade, Hangzhou Asian Games, Qatar 2022 World Cup and World Club Cup. The year of sports will push sports healthy tourism to the upsurge; Second, green and healthy tourism. Green transportation, green accommodation, green catering, green scenic spots, green shopping and green performing arts will become the trend. Thirdly, the traditional Chinese medicine health tour, which played an important role in the fight against COVID-19 epidemic, the 260 million Z generation health army, and the revival of traditional culture such as the national tide health wind will make the traditional Chinese medicine health tour continue to rise.

2 number intelligence-online before, during and after swimming.

Digital intelligence makes tourism management and service more efficient.

The intelligentization of numbers has made "a trip that goes away" a reality. Open the mobile phone application, hotels, transportation, tickets, food and other online services are readily available, travel makes life better, and intelligence makes travel more efficient. For example, due to the intelligent management and service, the operation efficiency of large theme parks such as Universal Studios and Shanghai Disneyland has been greatly improved. Visitors can book tickets, check tour routes and queue time through the official app, saving a lot of time.

Digital intelligence makes management and service more efficient. In the application of digital intelligence, products and services are the core, online and offline integration is the key, and the effective acquisition and utilization of customer data is the driving force for development. For example, the "Lv Wenhao IP" WeChat applet we developed is a digital tool for enterprise marketing in Lv Wen, which can provide online brand library query, accurate supply and demand docking and other services. At present, thousands of preferred businesses have stayed. Therefore, with the help of digital intelligence, providing efficient management and services is a necessary measure for tourism enterprises to revitalize and develop after the epidemic.

3 experience-quickly find a new track.

The experience era in which everything can be immersed is coming.

"New scene+new species+new experience" is very popular. Everything can be immersed in it, and the era of interactive experience has arrived. From holographic light and shadow restaurant to VR hotel, from "script killing" role-playing to immersive theme park, from digital experience exhibition to AR tourist souvenirs, immersive experience provides new consumption scenes and new kinetic energy for the development of cultural tourism. The core feature of "new scene+new species+new experience" is extreme 1 theme function+immersive scene+expanded format +IP replication and expansion, which is a very good brand-new tourism space carrier and experience mode.

"Culture+Technology+Tourism" is in full swing. High-tech has injected vitality and soul into tourism performing arts, which makes the creativity of tourism performing arts unlimited. Some high-tech itself has become an organic part of tourism performing arts experience, giving tourism performing arts great potential for efficient development. For example, The New Biography of Fairy Matches, The Fairy Cave in Wu Han and Space Show on Happy Coast in Shunde, which have just been nominated for the annual "Tourism Science and Technology Innovation Project", have really brought the audience a new and diverse top-level experience of vision, hearing, smell and touch through the top-level high-tech stage technology in China.

4 Operationalization-from flow to retention and realization

All-factor, all-scenario and all-life cycle operational innovation

Clever operation should be the ultimate. You use a few percent of your thoughts, and the market will give you a few percent of your feedback! Create people-oriented soft and hard services, take operation as the guide, start from the end, shift from re-development to re-operation, from heavy objects to heavy people, from heavy hardware to heavy experience, change passers-by into overnight guests, tourists into leisure guests, leisure guests into holiday guests and frequent visitors, and finally realize the flow to retention.

Do a good job in operational economy. High value is the shell, and good content is the soul. Internal and external repair is the magic weapon of sustainable management. Operation is not only to design a valuable space, but more importantly, it is to carry out cross-disciplinary and cross-professional operation innovation integration in business logic, product adaptation, customer service, brand marketing, user portrait, experience immersion, profit model and other latitudes. It is necessary to truly jump out of the ticket economy, firmly grasp the needs of tourists, integrate the empowering content and products of all parties, and sell them through accurate and wonderful marketing. For example, on 20021,museums and theme parks participated in the cultural and creative ice cream challenge, which reflected that cultural tourism consumption gradually moved towards the closed loop of "offline product consumption-online content production-offline marketing feedback-re-experience" and realized the reconstruction of the ecological environment of cultural tourism industry. This provides new possibilities and inspiration for traditional scenic spots with ticket economy as the mainstay, and it is a successful practice of operational thinking.

The long river twists and turns, but it does not change. The market has always been there, and consumption will not be gone. Products, services and models must change with the trend, and "keeping right" and "innovation" will become the main theme.

The greatest generosity to the future is to give everything to the present. We should grasp certainty in the process of uncertainty, face the future, lead the future and achieve the future in the process of accurately understanding change, scientifically responding and actively changing.

Since you have chosen a distant place, you are not afraid of suffering!

Change with the trend and innovate with integrity. See you later, bloom!