How to solve the problem that winter tourism in northern China is weak but not prosperous

In winter, all parts of the north have taken discount promotions to attract tourists, but the effect is not good. Except for the ice and snow tours with sunny beaches in Hainan and Northeast China, most cities in the north, especially the Central Plains provinces, have entered the "semi-dormant" state of the tourism market. Winter is the off-season of northern tourism, and it is also the bottleneck restricting the development of northern tourism. The long duration of winter in the north not only causes the shortage of tourists and the decrease of tourism income, but also increases the operating cost and maintenance cost of tourist attractions. This situation will have an important impact on tourism supply and demand, leading to changes in tourism marketing strategy, labor market, finance and stakeholder management.

The main reasons for the low season of winter tourism in northern China are: first, the seasonal factors of tourism. In winter, the water is thin and the mountains are cold, and tourist attractions such as forests and grasslands become dull and unattractive because of the climate. Even cultural tourism resources, because there is no reflection of natural resources, attract many tourists. Second, the traffic is inconvenient. There is more snowfall in winter in the north, and the snow is not easy to melt, especially on mountain roads, which brings great inconvenience to outdoor traffic. Due to the limitation of climate and traffic conditions, the number of tour groups has been sharply reduced, and the scale of go on road trip has also been greatly reduced. Third, everyone is busy at the end of the year, and it is too close to the Spring Festival holiday, so it is hard to get a ticket for the flight train. Spring Festival travel rush has reduced people's desire to travel to some extent in terms of economy, time and transportation. The third is human factors. North China is rich in tourism resources, but it lacks accurate and targeted product design, resource integration and marketing promotion.

The seasonality of tourism is an inherent phenomenon in the development of northern tourism. Seasonal fluctuation brings some difficulties to the management of tourism in the north, which restricts the further development of tourism. Preventing passenger flow blowout in peak season and strengthening the development of off-season tourism market are the key points of seasonal regulation of northern tourism. In the north, winter is the off-season of tourism, but it is also the season with the strongest regional differences. The effective ways to solve the winter tourism depression in northern China and make the off-season not dull are as follows:

-develop tourism projects with great regional contrast, highlighting the characteristics of ice, snow, sunshine and hot springs. Create tourism products with great differences in climate, geography, customs and culture, for example, introduce northerners to travel abroad, such as Singapore, Mattel, Sri Lanka, Maldives, Australia and India, and southern tourists, such as Hainan, Guangdong, Guangxi and Yunnan; Southerners travel in snow areas such as Harbin and Xinjiang in the northeast ice city. The ice and snow tourism in Northeast China started early, with good publicity and high awareness rate of tourists. Ice lanterns and ice sculptures form a brand effect, and at the same time seize the market, making the hot springs and ice and snow tourism products in Shaanxi and other places less attractive. Therefore, other provinces should become big brands of ice and snow and hot springs in winter, give full play to the advantages of "proximity" and guide short-distance tourists to travel nearby. Actively develop winter tourism boutique routes, launch a number of winter tourism products with market appeal such as ice entertainment projects, dig deep into winter skiing resources, hot spring resources, wetland migratory bird habitats and other resources, and develop winter tourism products.

-Setting seasonal prices, developing winter tourism and benefiting the people. Taking advantage of discounted transportation fares, scenic spots can implement low-price strategies such as tickets and hotels, and use the price difference to divert tourists from the peak season market to the off-season. At present, the tourism departments of most provinces and regions in the north still have insufficient means to deal with the off-season tourism. Only a few scenic spots implement off-season prices, and most scenic spots only implement one price throughout the year. Therefore, scenic spots should vigorously introduce preferential policies such as reducing or exempting tickets, or package similar tourism resources, implement the "one-ticket-pass" policy, and formulate relevant preferential policies to actively promote the rapid development of winter tourism.

-develop tourism in museums, underground palaces and other cultural attractions and folk tourism in ancient houses. Shaanxi is a big province of cultural relics. Monuments such as museums and underground tombs are mostly indoors and are not affected by seasons. Discounting tickets and setting up a special tourist line will definitely promote tourism. In addition, carry out folk tourism of temple fairs. Relying on regional folk activities, traditional festivals, folk religions and other cultural resources, we will develop a series of winter tourism products such as folk sightseeing, market sacrifice activities, leisure and entertainment, cultural experience and special catering. This not only revitalizes tourism resources, but also solves the problem of uneven distribution of passenger flow due to seasons.

-Developing conference tourism, business tourism, shopping tourism and gourmet tourism. Conferences, exhibitions and business tours are generally tourism products that are less affected by tourism seasonality and can adjust the tourist season. We will steadily upgrade conference and business tourism products and promote the organic combination of festival activities and performing arts programs. Actively develop Christmas and New Year's Day shopping tours.

-Using greenhouse agriculture to ignite the enthusiasm of winter tourism in scenic spots. Greenhouse facilities have been widely used in agricultural production in China. With the continuous development of the types and functions of greenhouses, greenhouses have gradually changed from a single agricultural planting function to sightseeing agricultural tourism with greenhouse facilities as the carrier. Taking Shaanxi as an example, Yangling Agricultural Expo Park, Animal and Plant Science and Technology Exhibition Park and Plantation are various, and modern agricultural sightseeing parks abound around xi 'an, which is a good place for winter tourism, leisure and picking. Outdoor ice and snow, indoor melons and fruits are fragrant and green, which is enough to trigger the fiery tourism.

-developing "sunset red" tourism and studying in winter vacation. Subdivide the tourism market, focusing on winter vacation students and sunset elderly groups. Retirees in China have become one of the mainstream groups in society. Most of them are healthy, have time and money, are open-minded and keen on traveling. With this as the goal, they implement preferential policies and design sunset red tourist routes. At the same time, with the help of winter vacation, we will carry out a historical and cultural journey for students and bring them from the virtual world of the network to the knowledge-rich nature.

-Establish a scientific tourism information sharing and cooperation mechanism and strengthen winter tourism publicity. Northern scenic spots should strengthen cooperation with interregional tourism departments, travel agencies and tourism portals. , so as to realize the timely notification and exchange of required tourism information among tourist sources, tourist destinations and tourism information management departments, realize the enjoyment of tourism information, release tourism information in time, and guide the inflow of winter tourists. Vigorously develop the networking promotion activities among regions, cities and scenic spots of tourism culture, with the region as the unit, unified planning by design companies, outstanding features and collective appearance, so as to improve the attractiveness of winter tourism in the north from the cost performance.

-Strengthening the construction of tourist transportation. According to the characteristics of winter tourism, vehicles suitable for running in winter snow and ice should be configured, road traffic safety tips should be strengthened, and the winter traffic rescue system should be improved, so that go on road trip tourists can get on the bus and swim smoothly.

If the north combines tourism resources with its own characteristics and innovates ideas, the winter tourism market problem will be expected to be solved. Looking at the whole country, Shandong, Ningxia, Sichuan and other places have successfully completed the transformation in winter, and examples prove that winter tourism can also create huge profits. Vigorously promoting winter tourism in northern China is of inestimable significance for promoting the structural adjustment of tourism industry, achieving seasonal and regional balance and promoting the coordinated development of tourism.