The Focus and Direction of Boya International Tourism Destination Construction Research (2)

World tourism is changing from bipolar plate era to multipolar plate era. Some developed tourist cities and regions have taken tourism as an important starting point to attract global attention, enhance international competitiveness and expand the international market, and positioned themselves as international tourist destinations or international tourist cities. In the first part of the research on the focus and direction of Boya international tourism destination construction, we focus on the macro background of international tourism destination construction and the consumption characteristics of inbound tourists. This article is the second in this series, and will summarize the evaluation system of international tourism destination construction by analyzing the development characteristics and characteristics of world-famous tourism destinations.

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At present, China's provincial tourism presents four major development trends, from economic attributes to people's livelihood and social attributes, from factor allocation to service system construction, from scenic spots to tourist towns, and from blooming everywhere to core brand construction. The transformation of regional tourism economy has become an inevitable trend, in which the construction of international tourism destinations has become an important starting point. So how to build an international tourist destination, and what are the paths, key points and directions of construction?

According to the World Tourism Organization's global tourism destination ranking, the World Economic Forum's international tourism competitiveness, the world's outstanding tourism destination evaluation, the world city case study and the china tourism academy international tourism destination index system, the international tourism destination construction evaluation system is determined (Figure 9). The evaluation system is divided into seven categories and 26 indicators.

Figure 9 Evaluation System of International Tourism Destination Construction

0 1 cognition

Visibility mainly expresses the global market influence of the destination city. Including economic effect, tourism image, international influence and marketing promotion. The weight accounts for 20%, ranking the highest.

(1) economic effect, which is analyzed from the dimensions of income, employment, industrial correlation and industrial influence coefficient, economic adjustment, investment effect and income-generating effect. Because the ultimate goal of tourism destination city construction is urban economic development and tourism income increase.

For example, Glasgow in Britain has changed from an old industrial city to a fashion capital. Glasgow is the earliest industrial city in Britain and has developed into an export-oriented heavy industry complex. Due to serious unemployment and subsequent social problems, its economy declined in the 1960s and 1980s. Later, through the construction of tourist destination cities, we actively implemented economic restructuring, improved the urban service environment, and invested heavily in transportation, tourism, culture and other industries, enriching the formats of bars, restaurants, supermarkets, modern theaters, fashionable apartments and so on in and around Glasgow city center. Citizens invest in the construction of urban landmarks such as museums, art galleries, concert halls and conference centers, and transform them into famous gathering ports, cultural leisure and conference centers.

Another example is Chicago, USA. As the economic center of the Midwest of the United States, Chicago was once the traditional industrial center of the Great Lakes region. In the economic crisis in the late 1960s, Chicago, as an "industrial rust belt", faced many problems, such as industrial recession, laid-off workers, slow economic growth, and increasing poverty population. Subsequently, the United States carried out economic restructuring and transformation, and Chicago took the opportunity of industrial transformation to realize the comprehensive transformation of urban economy, society and culture, showing the evolution process from manufacturing to service industry, and then to high-end knowledge-based service industry and cultural service industry.

The specific measures are: first, gradually shift from manufacturing to transportation, and reduce the proportion of heavy chemical industry. With the re-transformation of American economy after World War II, the Chicago government began to gradually transform from manufacturing to a central city mainly relying on transportation. The second is the service transformation from the secondary industry to the tertiary industry. In 1960s, in order to solve the problems of manufacturing and employment migration caused by suburbanization, Chicago carried out a new round of industrial structure transformation, and finally established the development goal of "diversified economy led by service industry". Third, the service industry is transforming into a high-end service industry and building a national metropolis. In the new century, Chicago has rebuilt its high-end service system on the basis of traditional service industry. Relying on the close relationship between the satellite city and the central city, Chicago actively attracts foreign investment, actively develops high-tech industries, and builds an international metropolis with high-tech guidance and diversified capital.

(2) Tourism image is one of the leading forms of urban competitiveness, which expresses the important attraction and influence of tourism in a region. Including cognitive images and emotional images. Among them, cognitive images include natural resources images, leisure culture historical images, design environment images, social environment and prices.

For example, Xi in China has its own characteristics in multi-dimensional shaping of tourism image. Create a tourism cultural image through the propaganda slogan of "One-day trip to Xi, one-life trip to China"; Improve the level of tourism services; Creating a local feature block; Improve urban infrastructure. There are also differences in communication on the internet. For example, domestic websites focus on: tourist attractions, tourist restaurants, and cultural propaganda pays attention to the propaganda of religious culture. Foreign websites pay attention to: tourist attractions, community life, leisure and entertainment, tourist flow, tourist flow, interesting and magical propaganda, and unique community life propaganda.

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(3) Evaluate international influence from five perspectives: resources, market, development concept, management mode and service standard. The World Tourism Council (WTTC) released the impact of urban tourism and tourism in 20 18, and evaluated the tourism scale and tourism revenue of 72 tourist cities around the world. The total tourism revenue of these 72 cities reached $625 billion in 20 17 last year, accounting for almost 24.3% of the world's total tourism revenue, and the results were quite good. Among them, Shanghai and Beijing rank in the top two (Figure 10).

Figure 10 Cities with Top Tourism Revenue 10

(4) Marketing promotion, including marketing time planning, marketing thinking angle, marketing carrier combination, marketing effect prediction, etc. Generally speaking, for the tourism market, the marketing subject should have a complete set of market-oriented marketing system. Spread through four marketing models (tourist destination, tourist distribution center, tourist source and third-place network marketing), and carry out different marketing methods for tourists in different market segments, such as experiential marketing, customized marketing, brand marketing and cultural marketing.

For example, Switzerland has formulated an international marketing strategy centered on tourists (Figure 1 1). Another example is Hawaii, the United States, which has formulated a systematic international marketing strategy, including: a) adopting a global promotion model and investing 20 million US dollars in international metropolises such as London, Tokyo, Frankfurt and Hong Kong every year; B) Specialized outsourcing companies are responsible for the promotion in Asia and Southeast Asia; C) Market-oriented, conduct detailed investigation and study on tourists' satisfaction every year, and constantly update and improve tourism products on the basis of tourists' demand plan; D) Hold world-class large-scale water sports competitions, such as Lu Lu badminton Marathon, Professional Golf Championship and Jianwu Cup. , strengthen brand marketing.

Figure 1 1 Tourist-centered marketing model (Hawaii)

02 Comfort

Comfort mainly expresses the superiority and uniqueness of a city's natural ecology. Including phenological conditions, phenological seasons and tourist peak seasons, and time series of tourism phenological resources; Biological environment: geology and geomorphology, flora and fauna, landscape, water body, atmosphere and soil; Development suitability: carrying capacity, resource value, market conditions, facilities conditions, etc. The weight is 15%.

For example, Guilin, an international tourist city in China, has no severe cold in winter and no intense heat in summer. The territory has mild climate, abundant rainfall, long frost-free period, abundant sunshine, short summer and short winter, four distinct seasons, basically the same season of rain and heat, and excellent climatic conditions. Du Fu, a poet in the Tang Dynasty, praised the climate in Guilin as "all the five mountains are hot, and it is pleasant to be alone in Guilin". There is little snow in Guilin in three winters and flowers in four seasons. The annual average temperature is close to 19.4 degrees Celsius. In terms of ecological environment, Guilin's landscape is the best in the world. Guilin is famous for its clear mountains, beautiful waters, strange caves and beautiful stones. It belongs to mountainous and hilly areas and is a typical karst landform. After hundreds of millions of years of weathering and erosion, limestone all over the city has formed a unique landscape, with thousands of peaks standing around, surrounded by water and beautiful caves and rocks.

On the development strategy of tourist cities:

First, highlight the tourism function in the industrial layout, focus on creating characteristic industrial belts and industrial clusters, and create "one core, two poles, three belts and multiple points". "One Core" is to strengthen the core function of tourism in the central city of Guilin (including Lingui New District) and build a famous tourist city for sightseeing, leisure, business exhibition and tourism. "Two poles" means perfecting Yangshuo, developing Xing 'an growth pole and building a regional leisure and holiday destination interacting with the central city; The "three belts" are to promote the construction of Lijiang Gold Tourism Industry Belt, Gui Xiang Corridor Tourism Industry Belt and Southwest Passage Tourism Industry Belt; "Multi-point" means the construction of characteristic tourist attractions.

Second, relying on characteristic resources to build world-class tourism products and brands. Construction of eight series of tourism products, landscape sightseeing+leisure vacation+historical culture+national culture+red+ecological village+outdoor sports+romantic wedding. Promote "six batches" of key projects: a number of world-class tourism products, a number of new tourism products, a number of tourism service bases, a number of characteristic tourist towns, a number of leisure and health holiday bases, and a number of key tourism infrastructure. Create eight major tourism products: Lijiang Scenic Area, "Two Rivers and Four Lakes" Scenic Area, Yangshuo Landscape Leisure Scenic Area, Longsheng Longji Terrace Scenic Area, Resource Bajiaozhai Danxia Scenic Area, Xing 'an Lingqu Scenic Area, Maoershan Health Resort and Dynamic Tianhu Scenic Area.

Third, functional zoning promotes ecological functions, and defines key ecological functional areas and cultural and natural heritage protection areas. As an ecological security barrier and the protection of cultural and natural heritage, the main functions of national space are to strengthen water conservation, soil and water conservation and protect biodiversity, protect the authenticity and integrity of cultural and natural heritage, pay attention to the protection of urban landscape characteristics, properly handle the relationship between landscape and city, develop resources and environment to carry suitable industries, and prohibit all kinds of development activities that are not in line with regional functional positioning.

The fourth is to pursue sustainable utilization and protect the ecology and landscape of core tourism resources. Lijiang River is the soul of Guilin landscape. Guilin protects the Lijiang River by strengthening the vegetation construction in nature reserves, strengthening the protection of Lijiang water resources, strictly supervising and managing water functional areas, and strengthening the regulation and management of the Lijiang River. In accordance with the principle of maintaining the natural form to the maximum extent, we will restore and build the natural landscape of the Lijiang River, strengthen the protection of existing vegetation and communities, beautify the bank protection, beautify the plant landscape area of the Lijiang River, and build karst landscape gardens. Create conditions for the protection and sustainable utilization of scenic resources.

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03 attraction

Attraction mainly emphasizes that a city or region has world-class cultural resources or natural resources (Figure 12). The weight is 18%. As of July 2, 20 18, there are 53 world heritages in China, including 36 world cultural heritages, 4 world cultural and natural dual heritages and 3 world natural heritages. World-class tourism resources are the resource background of international tourism destination construction and the foundation of development and construction. Generally speaking, it has high quality, great value and wide market influence. Make full use of world-class resources, and make the tourism city economy bigger and stronger through the concepts of science and technology, tourism+and global tourism.

Figure 12 Basic Connotation of World Heritage

For example, in the process of building Xi 'an into an international tourist city and the world tourism fashion capital, we should first establish the concept of "big tourism and big market", jump out of the "ticket economy", develop the moonlight economy and optimize the tourism consumption content. Jump out of the "Terracotta Warriors", develop global tourism and enhance the tourism development pattern. Create the charm and image of the city around the great history, culture and Xi. The second is to comprehensively utilize tourism resources, do a good job in the comprehensive utilization and development of the four resources of "landscape and humanity", and strive to create a brand project for the development of cultural tourism. These include: building an international brand of "Zhou Qin Han Tang Culture", building a brand of tourism performing arts with regional cultural characteristics, building a brand of cultural tourism parks, building a brand of cultural tourism in ancient cities and rural tourism, developing cultural tourism products, and building a core area for the integration and development of "One Belt, One Road" cultural tourism. Third, give full play to the advantages of information technology and extend the industrial chain of cultural tourism. Do a good job of "culture+human brain+computer" and combine a series of new-generation information technology advantages such as VR, AR, 3D, online games and big data to create the needs of the younger generation of tourism consumers; Actively build the leader of information technology enterprises in the integrated development of cultural tourism and promote the development of cultural tourism industry to the high end of the value chain.

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In fact, AR technology has great application space and scenes in the protection and development of cultural heritage. AR technology adds a virtual dimension to reality. Through digital collection, restoration, reproduction, exhibition and dissemination, it has increased more possibilities for the digital protection of cultural heritage, stimulated the strong sense of existence and participation of the experiencers, and made the cultural heritage glow with new vitality. The development of augmented reality technology provides more and better application means and technologies for the digital protection of cultural heritage, and has some incomparable advantages in the protection of cultural heritage.

04 experience

Experience mainly expresses the degree of internationalization and diversification of tourism products in international tourist cities. The weight is 16%. Includes four dimensions:

(1) The perfection and rationality of the tourism product system, on the one hand, take the core tourism products as the brand, and determine the market specifications and development competitiveness. On the other hand, relying on characteristic tourism products, highlighting regional characteristics and integrating innovation ability.

(2) The culture and branding of core tourism products refers to the number of boutique tourism projects and boutique tourism routes that are deeply integrated with culture and tourism.

(three) tourism service facilities and their supporting capacity for the development of tourism, as well as tourism supporting facilities such as eating, living, traveling, traveling, entertainment and shopping.

(4) Brand promotion and international marketing strength of tourism enterprises, global distribution of tourism enterprises, international tourism cooperation strategy and cultural tourism brand promotion strategy.

For example, the archipelago wetland-Balearic Islands is located in the western Mediterranean, between Iberian Peninsula, southern France and North Africa, with a total area of about 5,000 square kilometers and coastline of 1.239 kilometers. Balearic Island has a typical Mediterranean climate with mild climate and obvious island climate characteristics. The annual average temperature is around 17 degrees Celsius. In order to increase the experience of international tourists, they pay attention to the following aspects: First, create diversified seaside holiday tourism products around regional culture to avoid homogenization with surrounding areas; Secondly, holding various cultural festivals, which is also the core attraction of the Balearic Islands, has become a prominent feature of its seaside holiday tourism; Third, relying on coastal resources to develop sports and leisure projects to enrich tourists' holiday life experience; Fourth, cultural relics, museums, etc. Will be included in the holiday product series, giving coastal holiday tourism rich cultural connotation; Fifth, positioning cultural holidays and leisure, Balearic Island has become a world tourist attraction.

05 accessibility

Accessibility means the geographical location of the tourist city, the convenience of internal and external traffic, and the adjacent relationship (Figure 13). The weight is 15%.

For example, in order to enhance the accessibility of regional tourism, Southeast Asian tourism countries have established the Southeast Asian Tourism Alliance. Since 1990s, Singapore, Indonesia, Thailand, Malaysia, Philippines and other neighboring countries and regions have formed a Southeast Asian tourism consortium to realize integrated development and develop "one-way and multi-stop" tourism products. At the same time, as the gateway to Southeast Asia, Singapore has the geographical advantage of assisting neighboring countries (such as Thailand) and regions in planning and developing tourist attractions, and has truly become the leader of tourism in Southeast Asia.

Figure 13 Accessibility of International Tourism Cities

06 degree of benefit

Benefit, expressing the leading role of tourism city industry, with a weight of 9%. The tourism industry system of a tourist area includes: (1) the modernization of industrial content, such as high-quality tourism product system (features, brands and quality), global tourism space system (adapting to the development law of self-help tourism) and modern tourism public service system (networked global supply model). (2) the optimization of industrial structure, such as the coordination of the six elements of tourism, the flexible consumption ratio of "traveling, shopping and entertainment" (more than 70% in developed tourism countries), the added value of various elements such as scientific and technological applications and cultural creativity, and the reasonable proportion of productive enterprises and service enterprises. (3) The degree of cross-border integration and internationalization of industrial chain. The degree of integration of domestic related industries (such as high-tech industries and sports industries). ), as well as the layout strategy of the international industrial chain (in line with the industrial gradient theory and the international strategy of "going out with the Belt and Road").

For example, the experience of optimizing the structure of Hong Kong's tourism industry:

(1) The government attaches great importance to tourism and gives policy encouragement. The tourism management agencies established by the Hong Kong SAR Government include the Hong Kong Tourism Commission, the Travel Industry Council of Hong Kong and the Hong Kong Tourism Board. They take into account the government, industry and other levels, showing a trend of "three pillars" to manage Hong Kong's tourism industry. The SAR Government gives policy encouragement and planning investment to the tourism industry. At the same time, the policies related to Hong Kong's tourism development are flexible and convenient, which are mainly reflected in the convenience of entry visas, shopping tax rebates, and "one-way multi-stop" itinerary arrangements.

(2) Pay attention to enhancing the brand connotation of tourism products and services. Investigate and consult the tourism market every year to keep up with the consumption trend and meet the needs of tourists. The development of tourism cultural creative products has greatly made up for the relative shortage of natural tourism resources, among which tourism festivals can best reflect the concept of cultural creativity. Hong Kong's tourism industry has grasped the key market. Since signing "CEPA" in 2003 and opening up individual travel from the mainland to Hong Kong, the number of mainland tourists to Hong Kong has been guaranteed, shopping and tourism products and services have been stimulated, and the tourism industry structure has been optimized.

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Another example is Singapore's experience in optimizing the structure of tourism industry.

(1) adopt a government-led and multi-channel marketing strategy. According to the needs of development, Singapore Tourism Board has constantly put forward new theme image slogans and invested a lot of money in in-depth promotion. Singapore government collects tourism tax, which provides a stable source of funds for the management and development of tourism.

(2) Optimize the structure of tourism industry through the innovation of tourism products and services. On the one hand, vigorously build artificial tourist attractions; On the other hand, we should vigorously tap social and cultural tourism resources, make the life of ordinary citizens a unique tourist attraction, and make up for the shortage of natural tourism resources. Continuously improve the structure of tourism products and enhance the added value of tourism. Take quality service as an important driving force for the development of tourism.

(3) According to local conditions, develop the convention and exhibition industry into the pillar of tourism.

The factors supporting the development of MICE tourism in Singapore mainly include the following five aspects: First, Singapore has remarkable geographical advantages and convenient transportation by land, sea and air; Second, a large number of exhibition infrastructure construction was carried out in advance; Third, Singapore pays attention to the protection and development of the environment and tourist attractions; Fourth, Singapore has a convenient tourism policy; Fifth, Singapore's hotels, conferences and other services have a high level, which can meet all kinds of conference service requirements.

Another example is the experience of optimizing the tourism structure in Tokyo:

(1) Actively improve the urban software and hardware environment and boost the development of the tourism industry. Tokyo Ten Years Later-Changes in Tokyo, published in 2006, proposed to comprehensively improve the city's software and hardware environment from eight aspects, which objectively boosted the development of Tokyo's tourism industry.

(2) The policy of establishing a country through tourism ensures the status of tourism as a pillar industry. Japan's tourism policy implemented in 2007 is the foundation of Japan's founding in the 2 1 century, and tourism has been clearly defined as a pillar industry of Japan's economic growth. From June, 5438 to February, 2009, the Japanese government established a tourism-based country and pushed it into the headquarters, and the system of establishing a country through tourism in Japan was gradually improved.

(3) The tourism marketing promotion system is perfect and the promotion channels are diverse. The Tokyo government vigorously implements the media support plan. The Tokyo government provides generous support for TV programs, article reports or radio programs about Tokyo tourism planned by foreign media. In the aspect of cooperation between government and enterprises, a municipal propaganda delegation was sent to hold briefings and talks for local tourism enterprises abroad to expand the visibility of tourism enterprises.

(4) Convenient and fast urban rail transit significantly enhances the tourist experience. Tokyo rail transit is famous for its safety, punctuality, convenience and speed. Developed public transportation provides excellent transportation experience for more than 500 million domestic and foreign tourists every year.

07 term

Sustainability refers to a healthy and strong tourism development environment, including policy management, economic environment and professionals, with a weight of 7%. In China, sustainability shows the synergy between tourism governance and tourism growth factors. The former must be promoted by the industry to the development of tourism by the party and the government, and transformed from tourism industry management to social management; The latter includes scientific and technological innovation system, which is the continuous driving force for the upgrading of tourism industry; Comprehensive financial service system (the ability of various financial instruments to serve the tourism real economy), the scale and quality of human resources. International tourism destination or urban construction needs highly sophisticated, professional and international talents.

In the development of world-class cultural resources, we should emphasize protection and avoid man-made destruction. For example, three ropeways are directly erected to the top of Mount Tai, one of which covers an area of 19000 square meters. Shops and tourist facilities all over the core area have seriously damaged the landform, ecology and beauty of this historic mountain. Xidi village in southern Anhui, where there are many shops, makes people feel that they are in a commercial city; The appearance of parking lots, shops and other facilities outside Hongcun, Anhui greatly devalued the original appearance of its ancient rural villages; Three holes were washed in Qufu Scenic Area, which led to the destruction of paintings of ancient buildings in Confucius' House and serious damage to cultural relics. Next to Leshan Giant Buddha, it has invested heavily in the construction of oriental Buddha capitals, including Bamiyan Giant Buddha in Afghanistan. It is a great degradation of the cultural heritage of Leshan Giant Buddha to list this Millennium monument among clones without any historical, scientific or religious value. Wait a minute.

In terms of policy management, we can learn from the following models.

We can learn from Hong Kong's experience in personnel training. The Hong Kong Government, the Tourism Board, the Travel Industry Council and the tourism industry have all along provided tourism-related courses, most of which can be funded by the Continuing Education Fund. Over the years, the Hong Kong Tourism Board has held a number of "training courses for tourism liaison officers" every year to promote employees' understanding of Hong Kong and improve their communication skills and tour guide display skills.

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Note: The content of this article comes from Boya Strategy, and the author is Professor Peking University, chief expert of strategy and doctoral supervisor Professor Dou.