What are ‘show tourism’ and ‘reverse tourism’?

There is currently no exact definition in the industry for the so-called "disgraceful tourism" and "reverse tourism". It is probably a phenomenon described by some public media or self-media, such as: " "Staying in a hotel", "staying at a B&B and playing with mobile phones", "didn't do any strategy, just wandering around the 18th-tier town", "lying in another place", "using mobile phones in another place", "going to non-famous scenic spots or niche cities", etc.

In fact, these phenomena have existed for a long time, and they did not appear suddenly during this National Day Golden Week. They were just expressed in a different way. Whether the specifics are accurate or not, and whether they can be recognized by the industry, is another matter.

To put it another way, there is basically no long-distance travel during the National Day this year. Some are just outings, outings, or just leisure. If we do not follow the international technical definition, but from the conceptual definition, it obviously belongs to the concept of grand leisure and micro vacation. If you insist on calling it tourism, it’s not surprising. You’re just talking to yourself, not to mention that “virtual travel and park travel” have become tourism.

After the National Day holiday, the term "glorious tourism" came into public view. "Staying in a hotel", "staying at a B&B and playing with mobile phones" and "traveling in a small 18th-tier town without any strategy" have become the true portrayal of most people's holidays. In the past, "lying in a different place" and "playing with mobile phones in a different place" were previously scorned. "Traveling in a bad way" is really delicious during this year's National Day holiday. It is completely different from the previous way of traveling: instead of joining in the fun, not going to popular cities and places where Internet celebrities check in, the public prefers to choose an unknown destination for vacation, stay in a hotel, and eat takeout, which is quiet and leisurely. As a result, some unpopular cities have come into public view. Avoiding the crowds, "disguised tourism" opens up another way of leisure. Regarding the emergence of this phenomenon, some commentators believe that this reflects the change in the travel "taste" of young people. Some even interpret it as a change in the travel "track" and heralds a major change in the tourism industry. In fact, some tourists go to non-popular small tourist cities to check in. This phenomenon has already existed.

This aspect benefits from the continuous improvement of infrastructure in small cities. For example, many small cities have now opened high-speed trains and even airports, and the hotel conditions are not inferior to those in popular tourist cities, and the price/performance ratio is better. On the other hand, thanks to the development of the Internet, many people will share travel pictures and texts on social platforms, and some cost-effective niche attractions can be noticed and "planted", and then have the opportunity to attract some tourists to check in offline. The reporter went to Mogan Mountain in Huzhou for an interview this year. In Yu Village at the foot of Mogan Mountain, there are many cafes in one village. Local people revealed that many young people come to Mogan Mountain for "fashionable tourism" and do not choose to visit the scenic spots on the mountain. , but stay comfortably for two days in a stylish B&B at the foot of the mountain, and then go to the village to drink coffee and chat when you have time.

In Yu Village at the foot of Mogan Mountain, plane trees can be seen everywhere on both sides of the road. Photo courtesy of Deqing County Culture, Radio, Television, Tourism and Sports Bureau In fact, “show-off tourism” is to a certain extent young people’s vote for current mainstream tourism products. Many popular tourist attractions are crowded with people during holidays, resulting in a poor experience and poor cost performance. Upon closer analysis, these niche cities with "fashion-style tourism" all have many similarities. For example, tourism resources have not been over-exploited and commercialized, and they still retain strong local features and characteristics. They can both Let tourists experience the authentic customs and customs, and win the favor of many people with its unique tourism resources. This phenomenon has also brought new enlightenment to tourism management. To attract tourists, we can no longer rely on inherent resources to attract tourists, or use the same popular attractions to obtain passenger flow. Instead, we must rely on unique local culture, living atmosphere, and humanistic atmosphere to retain tourists. Furthermore, if a city wants to develop its tourism economy, it cannot separate its scenic spots from the daily lives of local residents. Only by “seeing people, seeing things, seeing life” can it attract and retain tourists.