How to measure the effect of tourism consumption

Analysis of China’s Domestic Tourism Consumption Structure and Potential

The tourism consumption structure is the result of the development of tourism consumption to a certain period, reflecting the quality, quantity and proportion of tourism products consumed by tourists. , is one of the important indicators to measure the tourism development level of a country or region.

According to the different travel purposes of tourists, tourism consumption can be divided into sightseeing, visiting relatives and friends, cultural exchanges, business, etc. The purpose of travel is different, and the consumption is also different. According to the content of tourism consumption, the tourism consumption structure can be divided into basic tourism consumption and non-basic tourism consumption. Basic tourism consumption refers to the consumption that is necessary for a tourism activity and is basically stable, such as tourism accommodation, food, transportation, sightseeing, etc.; non-basic tourism consumption refers to consumption that is not required for every tourism activity and has a relatively high value. Highly flexible consumption, such as travel shopping, medical care, communication consumption, etc.

1. The tourism consumption structure of Chinese tourists

The development of the market economy and the expansion of opening up to the outside world have broadened the horizons of Chinese tourists. The growth of people’s income levels and the multi-level needs Culturalization has continuously improved the level and quality of tourism consumption, and the tourism consumption structure has become diversified.

The 2000 "China Tourism Yearbook" counted the per capita expenditure composition of my country's individual tourists in 1999. The "China Tourism Yearbook" from 2001 to 2006 did not have specific statistics on the composition of my country's domestic tourists' tourism consumption. The "China Domestic Tourism Sample Survey Comprehensive Analysis Report" involves statistical data on the tourism consumption structure classified by tourism purposes (see Table 1-Table 3).

Analysis: It can be seen from Table 1 that in the tourism consumption structure in 1999, domestic tourists’ food, housing and transportation accounted for 75%-85%, sightseeing and shopping accounted for 15%-25%, and basic tourism consumption Expenditure is too large. In addition, spiritual consumption for sightseeing and entertainment accounted for 8.5% of total consumption. Its proportion has increased compared with previous years, but it is still relatively small and needs to be further improved.

Analysis: It can be seen from Table 2 that the tourism consumption structure of my country's urban residents still mainly focuses on sightseeing, while consumption of other tourism products is less, indicating that my country's tourism products still need to be adjusted. It is worth noting that vacation and leisure tourism is on the rise, and more and more people are turning to seeking comfortable, relaxing, and natural entertainment tourism, which shows that my country’s tourism consumption level is constantly improving.

Analysis: It can be seen from Table 3 that in terms of tourism methods and tourism consumption composition, most of my country's rural residents are visiting relatives and friends, and are on an upward trend, while cultural and enjoyment tourism consumption expenditures are less . In addition, similar to urban residents, rural residents' vacation and leisure travel is also on the rise, but rural residents for sightseeing purposes are clearly showing a downward trend, which cannot but attract our attention.

2. Characteristic analysis of the tourism consumption structure of tourists in my country

Tables 1-3 reflect the changes in the tourism consumption structure of tourists in my country, which are mainly sightseeing. The tourism consumption structure is gradually upgrading as vacation tourism, health tourism, cultural tourism, ecological tourism, etc. flourish. However, my country's domestic tourism consumption is still in the initial stage of development in general. Affected by factors such as economic development level and social culture, there are also some stratified differences.

(1) The proportion of basic tourism consumption expenditure is too large

The proportion of basic tourism consumption expenditure is too large, while the proportion of non-basic tourism consumption is too low. From the above analysis, it can be seen that the basic consumption of Chinese tourists accounts for 85% of the total consumption, while non-basic consumption only accounts for 15%. In developed tourism countries, non-basic tourism consumption accounts for more than 60%. The low proportion of non-basic tourism consumption is not conducive to the improvement of tourism economic benefits, because basic tourism consumption is always limited and its consumption demand elasticity is small, while non-basic tourism consumption has relatively large demand elasticity and strong growth potential.

(2) The majority of tourism consumption is material materials

The tourism consumption of material materials is large, while the proportion of tourism consumption of spiritual materials is too small. The spiritual consumption of Chinese tourists for sightseeing and entertainment only accounts for about 11% of the total consumption. Although it has increased compared with previous years, the proportion is still small. Planning and construction in this area need to be increased.

(3) The structure of tourism products is unreasonable

The structure of tourism products is unreasonable, which leads to more expenditures on sightseeing tourism products and less expenditures on other tourism products. It can be seen from Table 1 that the per capita expenditure on sightseeing tourism products is much less than the per capita expenditure on other types of products. The proportion of sightseeing tourists is too large, which reflects the low level of tourism product composition, the poor economic benefits of tourism, and the benefits of tourism still need to be explored. space.

(4) The social structure of urban-rural dualization

my country’s tourism consumption occurs precisely under the circumstances of urban-rural differences. Taking the basic situation of national tourism in 2005 as an example, the total number of domestic tourists in 2005 was 1.212 billion, of which 496 million were urban tourists who accounted for less than 20% of the country's population, and 716 million were rural tourists who accounted for more than 80% of the country's population. , the per capita spending of rural tourists is only 30.9% of the per capita spending of urban tourists.

It can also be seen from Tables 2 and 3 above that the differences in consumption levels and infrastructure, education, science and technology, culture and other aspects between urban and rural residents determine the different tourism consumption structures between urban and rural residents.

3. Analysis of the potential of my country’s tourists’ tourism consumption structure

(1) Multi-polar development of tourism themes

With the deepening of my country’s reform and opening up, and the The economy of the entire society and people's lives are always in a process of constant change. People's understanding of tourism consumption is constantly improving, and tourists' consumption needs and preferences are also changing accordingly.

In addition to enjoying the natural scenery through tourism, people also want to acquire scientific and cultural knowledge and improve their own quality through some participatory tourism activities. Special tourism such as "folk custom tourism", "ecological tourism", "sports tourism", "photography tourism", and "inspection tourism" that have quietly emerged in our country in recent years are increasingly favored by various tourists in our country.

At the beginning of the 21st century, with the multi-polar development of tourism themes, tourism demand has become more and more diversified, which will greatly optimize the structure of my country's tourism products.

(2) Strong development of tourism shopping

After my country’s tourism industry develops to a certain level, in order to better attract tourists and increase the rate of tourists’ return, new tourism must be developed resources, forming new tourist attractions, and tourist shopping just caters to this demand. In 1992, my country provided several preferential policies for the production of tourism commodities in the "Reply of the State Council on the Development of the Production and Sales of Tourism Commodities".

In April 2002, in order to implement the "Notice of the State Council on Further Accelerating the Development of Tourism", "vigorously develop tourist souvenirs, handicrafts and specialty commodities, strive to improve quality, promote close integration of production and marketing, and establish multiple Channels, multi-form production and marketing systems, and increasing tourism income and foreign exchange" requirements, the National Tourism Administration held a series of activities for the first China Tourism Souvenir Design Competition. Since then, the annual China Domestic Tourism Fair has successively held exhibitions and recommendations of entries. Meetings and auctions have greatly improved the market conversion rate of entries, and a tourism shopping structure with tourist souvenirs, local products, practical handicrafts, etc. as the main body has been initially formed, and the variety hierarchy has gradually emerged.

(3) The rapid development of the tourism and entertainment industry

The tourism and entertainment industry has become the main content of the modern tourism industry. All parts of our country are actively studying their own cultural advantages and exploring unique local cultural connotations. , strive to build unique scenic spots (spots) and supporting cultural and entertainment facilities, making them a new growth point for the development of local tourism, and use this as an attraction to drive widespread public participation.