How to develop tourism?

Urban tourism plays an increasingly important role in China's tourism industry. Some small and medium-sized cities make their own tourism development strategies by imitating big cities, and the results are not very satisfactory. So, how do small and medium-sized cities develop tourism? We believe that there should be tourism development ideas and strategies suitable for the characteristics of small and medium-sized cities.

Cultivate and highlight characteristics

The characteristics of a city are charm and competitiveness. Small and medium-sized cities should work hard on their characteristics and develop tourism. Features are reflected in many aspects and forms. From the perspective of tourism resources, there are mainly historical and traditional cultural characteristics, natural scenery characteristics, folk customs characteristics, geothermal hot springs and other leisure industry characteristics, and so on. Having good tourism resources does not mean having good scenic spots and scenic spots. Tourism resources are only the basis for developing tourism. Resources need to be tapped and characteristics need to be cultivated. Transforming the cultivation of characteristic tourism resources into characteristic tourist attractions is the focus of developing tourism in small and medium-sized cities.

In cultivating characteristic scenic spots, we must first make tourist attractions into fine products. Adhere to the principle that no one has me and no one has me, and develop tourism resources into unique and even unique tourism products. Boutique does not represent high-grade and modernization. Tourists stay away from the city and go to the deep mountains and forests. What they want to see is ecological beauty. The purpose is to find "wild fun", not to enjoy the modernization and comfort of the city there.

Secondly, the city style should match the style of tourist attractions. Attractions attract people's attention, but cities affect people's mood of appreciating them. Although some small and medium-sized cities have unique scenery, they blindly imitate the styles of some well-known scenic spots and buildings in the development of scenic spots and urban construction, and their external images hide their internal characteristics.

Third, we should improve the supporting facilities of tourist attractions. The main purpose is to reduce the cost of transportation and time to reach the scenic spots and improve the safety and comfort. This requires strengthening the construction of infrastructure and service facilities such as traffic roads.

Fourth, create characteristics with creativity. Tourism resources are often not unique. But special creativity can turn resource advantages into unique tourism projects. 2005 is the "Red Tourism Year" in China, and relevant departments have opened up 30 boutique routes and 100 classic scenic spots. Red tourism is extremely hot this year. However, some cities put some green (eco-tourism) on the red tourist routes and engage in "two-color" or even "color" tourism, which has received better effects of adding fuel to the fire.

Willing to play a supporting role and take the initiative to participate in the division of tourism.

Being a supporting role means that small and medium-sized tourist cities should actively integrate into the regional tourism industry chain and participate in the tourism division of labor. Judging from the development trend of tourism, regional tourism cooperation has been continuously strengthened. Regional cooperation based on the principles of "opening the market, exchanging customers, complementing each other's advantages and win-win cooperation" has become the consensus of the global tourism industry. The integration of domestic regional tourism resources and regional tourism cooperation have also flourished, and regional partners such as the Three Gorges Scenic Area, the Yangtze River Delta Green Tourism Passage, the Pan-Pearl River Delta Tourism Zone, the Beijing-Tianjin-Hebei Capital Holiday Tourism Circle and the Bohai Rim Tourism Circle have been formed one after another. The integration of regional tourism resources has also become one of the main attractions of the domestic tourism market in 2005.

Small and medium-sized cities can hardly become direct destinations for tourists. They are mainly a node of the regional tourism industry chain. If small and medium-sized cities want to develop tourism, they must create conditions and take the initiative to accept the external spillover benefits brought by other mature tourist attractions in the region in terms of tourists, promotions, brands and service personnel. The most important thing is to incorporate the developed tourist attractions and scenic spots into the tourist routes in the region. In addition, open and integrate tourism resources, break local protectionism, and establish a cooperative mechanism with reasonable interest distribution, clear rights and responsibilities and self-restraint through market mechanism. To put it bluntly, it is to establish a mechanism to avoid opportunism and ensure the long-term cooperation.

In addition, strengthening the management of scenic spots and improving the service level should not be delayed because it affects the image of the whole tourist route. Only in this way can we improve our value and dominance in the whole bank in the division of labor.

Strive to improve the tourism industry chain

There is no contradiction in participating in regional tourism division of labor. To improve the tourism industry chain, small and medium-sized cities need to occupy more links in the regional tourism chain, so that tourists feel it is worth spending more time and money here, thus gaining more tourism income and added value.

Tourism is a sunrise industry, which mainly refers to an industry with fast development speed and strong driving ability. It is social and comprehensive, including six elements: food, shelter, travel, travel, shopping and entertainment. However, at present, the tourism industry in many small and medium-sized cities mainly stays at the stage of "seeing", not "traveling", and mainly relies on tourist attractions to obtain ticket income. Even if tourists eat and live in small and medium-sized cities, they also consume food and shelter as necessities, as long as they make do. Spending on shopping and entertainment is even less. For any city that wants to develop tourism into a pillar industry, it is necessary to constantly improve the tourism industry chain, attract tourists, retain tourists and let tourists spend more.

First of all, it is necessary to expand the number of scenic spots and attractions, so that tourists can see and see more things, so that tourists can really "swim" instead of passing through a certain scenic spot in the city. Of course, to increase scenic spots, we must consider market risks and insist on giving up the cost rather than making up the cost. The general trend is to shift from focusing on developing tourist attractions to focusing on developing holiday tourism and characteristic tourist attractions.

Secondly, it is necessary to develop related industries around "tour" so that tourists can have their own characteristics, live with good taste, buy with confidence and have fun, that is, from a single sightseeing tour to a comprehensive tour, and from a transit tour to a consumption tour.

Third, some special tourism products can be developed where conditions permit.

Segmentation of the market and enhancement of pertinence

It is impossible for any small and medium-sized city to develop tourism to face all tourists. Can only attract specific groups with roughly the same needs. This group is a market segment. Different dividing standards have different market segments. According to the geographical environment, it can be divided into short-distance tourists and long-distance tourists. According to the characteristics of tourists themselves, it can be divided into three market segments: the elderly tourism market, the middle-aged tourism market and the youth tourism market. The development of tourism in small and medium-sized cities should start from their own advantages in tourism resources, location and human resources, aim at specific market segments, and provide tourism products and services for specific customers.

Research shows that if tourist cities focus on the surrounding markets, they can get twice the result with half the effort. The main tourist market of small and medium-sized cities is tourists from surrounding big cities. With the improvement of income level, the demand of urban residents for short-distance leisure travel is increasing. Small and medium-sized cities should combine their own advantages and focus on developing health tourism, entertainment tourism, sightseeing tourism, holiday tourism, experience tourism and popular science tourism to attract tourists from big cities.

In addition, small and medium-sized cities should retain leisure tourists in the region. We should focus on developing some educational leisure tourism, theme park tourism, life experience tourism and other projects suitable for young people, and retain local tourists by developing family-style group tourism projects.

Strengthen tourism publicity

Tourism promotion is the sales process of tourism products and an important part of tourism development. As the municipal government gradually realizes the importance of tourism, all kinds of tourism advertisements are overwhelming, and various tourism festivals are held in various places. These starting points are good. However, many promotional activities have not achieved the expected results.

Therefore, it is necessary to improve the means of publicity and promotion.

First, it is suggested to adhere to the "three cancellations and four assistance" in publicity and promotion. The "three cancellations" means the cancellation of large and scattered propaganda, fragmented and pieced together propaganda, without careful planning and random propaganda. "Four Helps" refers to the use of mainstream media, network power, festivals and celebrity effects.

Second, promote sales through cooperation with travel agencies. The proportion of tourists traveling through travel agencies is relatively high. For those small and medium-sized cities that mainly attract long-distance tourists, it is necessary to strengthen cooperation with travel agencies, such as * * * making promotional materials and advertisements for tourist destinations, and directly promoting sales to tourist destinations through the latter.

Third, promote the construction of honest tourism. Honesty is the foundation of tourism survival. Many small and medium-sized cities provide leisure tourism projects, and "repeat customers" are their main customers. More efforts should be made to standardize the tourism market and improve the quality of tourism services.

Fourth, we should expand the market with brands. The promotion of tourism products must pay attention to establishing brands. When the brand is recognized by tourists, the promotion of tourism products can get twice the result with half the effort.

Formulate a scientific development strategy

The development of tourism in small and medium-sized cities is a long-term accumulation process. At present, many city governments have put forward ambitious tourism development goals, but it is very difficult to implement them, and it is easy to have half-baked projects in the development of scenic spots. An important reason is the lack of scientific and reasonable urban tourism development strategy.

To formulate the urban tourism development plan, we must first follow the development law of tourism itself, fully consider the favorable and unfavorable factors of tourism resources, market demand, supporting facilities and tourism investment, and determine reasonable tourism development goals.

Secondly, to consider the development of tourism in a larger region, we should not only consider the cooperation within the region, but also consider the competition brought by the "homogeneous" tourism products and services within the region. Developing similar tourism products in the same area is prone to the phenomenon that "bad money drives out good money", which eventually leads to the shrinkage or even collapse of the whole market. This is a problem that should be paid special attention to when formulating the tourism development strategy.

Third, we should coordinate the relationship between tourism and other industries. Now many small and medium-sized cities are taking the opportunity of developing tourism to speed up the construction of urban infrastructure and improve the urban environment. This is very necessary. However, except for a few small and medium-sized cities, tourism can be regarded as a single pillar industry, and most small and medium-sized cities need other industries to support urban development. Investment in urban construction must consider the needs of the development of other pillar industries. At the same time, we should pay attention to the integration of tourism and other industries and develop industrial tourism with urban characteristics. In a word, tourism is a new industry with strong comprehensiveness and great relevance, and it is a sunrise industry in 2 1 century. Some small and medium-sized cities with conditions can promote urban revitalization by developing tourism. There are also many successful examples in this regard. However, tourism has its own laws of development. Especially based on people's mobility and consumption and people's service. The requirements for supporting facilities and location advantages are relatively high, and the risks are relatively large. Therefore, to develop tourism in small and medium-sized cities, we must follow the law of tourism development, adjust measures to local conditions, conform to the market, innovate models, formulate scientific development plans and promote the scientific development of tourism. Link to this article:/news/lvyoubaodian/2006 _ 2 _14 _ 9 _14 _ 456738.htm.