Wei Xiaoan: The Future of Cultural Tourism Consumption

0 1 mode change

Judging from the general stage of consumption development, the problem of "food, clothing, housing and transportation" is mainly solved during the period of seeking food and clothing. After entering the well-off period, a new concept has been formed: "living, traveling and traveling". Housing is the cultivation of real estate market, and transportation is the cultivation of transportation system and the perfection of automobile industry. Adding the word "tourism" is the fundamental orientation of tourism development, which means that tourism has become the basic element of a well-off life and one of the development goals of a well-off society. In the moderately developed period, it is more the pursuit of spiritual consumption, the concept of "culture, style and beauty" and the popularization period of tourism consumption. In the developed period, it is a personalized consumption era of "many, new and strange". At present, China is characterized by the integration of various stages and ways. Therefore, cultural tourism consumption will become a great driving force for China's economy.

02 cultural tourism consumption characteristics

First of all, it is mass: this is a remarkable feature of China as a big country. So everything will have a big market and form a corresponding browsing.

Second, from the overall consumption point of view: China people can't afford to spend a lot of money, but they don't have to spend a little money when they get rich. Cultural tourism is still small money in the consumption concept of Chinese people, so if possible, it is natural to spend it calmly.

The third is money and leisure: the elderly have a lot of time, but they are reluctant to spend money. Middle-aged people have more money, but no time to spend it. Young people have neither time nor money, but they spend as much as they have. Therefore, the formation of cultural tourism consumption market is dominated by middle-class consumers and youth consumption, with the strongest parent-child stickiness.

Fourth, the consumption pattern: individual and family style are dominant, and the traditional group tour mode has declined. Self-driving has become the mainstream, and family vacations have grown on a large scale.

Fifth, comprehensive consumption: one is monetary consumption, which is dominated by middle-income countries and the middle class. The second is time consumption. Who is in charge of my time? The Golden Week needs to be reassessed and adjusted to slow down the avalanche of consumption. The third is quality consumption, upgrading requirements, convenience, efficiency, exquisiteness and individuality. Fourth, cultural consumption, expanding the extension and deepening the connotation.

Total consumption: First, global consumption. China's tourism purchasing power is the world. The second is full-value consumption, value-seeking tourists, and the value of tourists. Third, the whole process of consumption, consumption chain, service chain, industrial chain, interest chain and value chain. The fourth is global consumption, point, line, area, domain and environment. The fifth is family consumption, family travel, and one person represents the purchasing power of a family. Sixth, annual consumption, regardless of time, as long as it is cool enough.

03 cultural tourism consumption stage

In the first stage, there are not many pursuits, poor travel, less money and more knowledge. The second stage is good. See more and start choosing. The third stage is whether it is good or not, and the pursuit of improvement, quality and culture have become higher requirements. The fourth stage is right, market segmentation, verticalization and personalization, each with its own pursuit. The fifth stage is whether the price is worth it, the price sensitivity drops, and the pursuit of cost performance. Now the pursuit of young people has evolved into cool or not, dazzling or not, and red or not.

Digital life

The Internet has been in China for less than 30 years, only a generation, but it has changed the whole social life. Now it has entered the era of "NPC cloud translation", namely artificial intelligence, robots, big data, cloud computing, platformization and mobile terminals. Words that sound extremely tall, because daily life has been dominated by digitalization and has become a daily concept. If you want to buy something, go online first, experience comparison and selection, place an order with one click, and then wait for the courier to deliver it to your door. Don't say that 20 years ago, even 10 years ago, this normal life was incredible.

In this spring tide, a group of enterprises seize the opportunity, follow the wind and rise rapidly. The winner must have done something right. One is to meet the demand, the other is to change constantly, the third is to expand the content, the fourth is to provide convenient services, and the fifth is to become a system. Among them, platformization is a fundamental change Platformization relies on a huge scale, corresponds to a huge market, provides diversified services, and builds an all-round service system to meet changing needs.

Generally speaking, digital life is not only a change of life content, but also a fundamental change of lifestyle, even a revolution, only in a flexible and subtle way. Therefore, the feeling of consumers is gradually changing and becoming more and more convenient. Similarly, the digital society is the change of social structure and social relations. In urbanized life, on the one hand, it is so far away that distance is no longer an obstacle. Civil aviation, high-speed rail and expressway are getting faster and faster, which promotes the flow of people. Developed network system and logistics system can buy the whole world, eat everywhere and consume the whole world. On the other hand, it is a common phenomenon that people are close at hand and still don't know each other after living in the neighborhood for many years. Therefore, the new needs of digital life, especially spiritual needs, will become stronger and stronger. Now it is only the satisfaction of the masses, but it is increasingly being spit out by the masses. Pursuing individuality is not only the direction, but also a new model. In short, numbers are the foundation and tools, and digitalization is a process and a change. This also means that the traditional Internet and traditional platforms can not only have instrumental significance, but also need to seek new changes.

In the process of this change, two challenges have emerged.

The era of Internet of Things has arrived, everything is connected, and the foundation of 5G has begun to take shape. In this wave of world competition, China can finally keep pace with the developed countries, and may be ahead. The main reason is that we have a unified market with a population of 654.38+0.4 billion, and become a leader in the construction of 5G infrastructure. The acceleration of scientific and technological progress will inevitably lead to the accelerated practical application of social life. Recently, Mr. Zhang Ruimin of Haier Group proposed that products will be replaced by scenes and industries will be covered by ecology. Therefore, the pursuit of the industry leader is out of date. In the end, there is no industry, but an ecosystem, and the scene is comprehensive consumption. The transition stage is from product to scene, from industry to ecology. Historically, the traditional service industry had to be suddenly divided into producer service industry and life service industry. How much is left now? Can the new service industry be maintained for a long time? Logistics, people flow and information flow form a service flow, and the corresponding technology flow and capital flow will be eternal, because it is always needed by social life. However, the form of expression and organizational state cannot exist forever. It can also be said that service forms and service activities have always existed, but without the service industry, the division of industries is out of date and an ecological circle has emerged. Products are constantly merging, and consumption will be scene-oriented. This is probably the first challenge to the existing cultural travel platform.

The second challenge to the existing cultural travel platform is the guidance from life service to lifestyle.

The first is the expansion of service concept. The Third Industrial Revolution pointed out that "in the economic model of the third industrial revolution, time has become a key component of scarce resources and exchange, and the acquisition of services has surpassed ownership to become the main commercial driving force." After all, who serves, who serves, what serves, and how to serve. Further, it is the industrial structure, industrial system and industrial policy. Generally speaking, it is to implement the concept of governing the country put forward by the central authorities and take the people as the center. In this way, we need to focus on the development of industrialized society, the construction of industrial system and the cultivation of social services.

China's services in the next decade: First, the trend of "full service" has emerged, and its development advantages have emerged. Second, the concentration of "high service" brands and the emergence of market advantages. The third is the classic creation of "cultural service", and the accumulated advantages appear. Fourth, the concept of "fine service" has become popular and international advantages have emerged. Fifth, the "pan-service" chain was formed, and the advantages of the cluster appeared. Sixth, the "cloud service" system is perfect, and the advantages of the network appear.

The second is about lifestyle. Simply put, lifestyle is how to live. Different classes, different ages, different hobbies and different environments are different, with different forms of expression and different weights. Basically, it is a different era, and the times dominate the way of life. The life style of agricultural society is stable, with slow pace and little change. Industrialized era, bureaucracy, collectivism, life limitation. In the post-industrial era, life is diversified, content is diversified, choice is liberalized, and consumption is personalized. In the digital age, there is a digital divide, which forms two classes: pre-digital and post-digital, which is only a transition of one generation. However, the new demand is changing tenfold, and the future has arrived, forming a new way of life. So as to cultivate a new industry, life service, compound, systematic, scene and immersion. The formation of new business forms is endless, colorful, ebb and flow, and changeable.

The third is the change of consumers, physical growth, increased skills and rich intelligence. People in China can't play, so they should pursue fun and play well. This requires empowerment, which is also the main function of the new platform.

First, empower education, increase outdoor activities, research and develop tourism, and strengthen parent-child travel. The second is technical empowerment, learning playing skills, improving playing skills and mastering technical essentials. Third, time empowerment, increasing vacation time, reforming vacation system, free arrangement and independent vacation. The fourth is financial empowerment to enhance the sense of stability and security in the future. Start consumer credit, study credit, etc. The fifth is to empower the environment, create a good consumption environment and build a friendly community environment. Community marketing, community products, social attraction. Sixth, cultural empowerment, traditional culture and modern interpretation; Traditional resources, modern products; Traditional products, modern market. Let history be fashionable, culture be amiable, nature be accessible, and tourism come into life. Today's boutique, tomorrow's cultural relics, the legacy of the day after tomorrow. Don't change your nature, deepen your feelings; History cannot be repeated, and experience should be sublimated.

Fourth, we must cherish consumption, not bonus hunter. Consumption cannot be endless. We need to cultivate consumption ability and give full play to consumption empowerment. Spending power is nothing more than having money and leisure. If you have money, you must get rid of the middle income trap. The key to leisure is to provide a reasonable vacation system, change industrial thinking and management mode. The production side pursues efficiency, while the consumption side pursues culture. The production side pursues unity, while the consumption side pursues change.

One is the conversion of kinetic energy, the conversion of old and new kinetic energy. Strengthen soft development, moderately hard development, and pay attention to resource integration and deep utilization. The second is to increase energy, extend industrial chain, expand industrial scope and form industrial clusters. At present, the government attaches importance to the formation of hot spots, enterprises follow up to form heat flow, and the market echoes to form a craze. These are all good things, but we should be wary of bubbles, which can neither be a trend nor a one-size-fits-all approach. The third is to enhance our ability. Consumption is the kinetic energy of growth, exquisiteness is the pursuit of consumption, and personality is the change of consumption. The demand is constantly changing, and the products are varied. The investment model of flood irrigation and the market model of casting nets all over the sky have passed, and intensive cultivation is the direction. The fourth is to improve the energy level, from good to bad, from expensive to worthless, and finally pursue cost performance. The end point is five effects, one is efficiency, mainly at the government level; The second is efficiency, mainly at the social level; The third is benefit, mainly at the enterprise level; The fourth is the effect, mainly at the cultural level; The fifth is the effect, mainly at the international level.

In the final analysis, cultural tourism resources are infinite and the differences are attractive; Tourism behavior has no framework and legal bottom line; The experience of literary travel is endless, ancient and modern, Chinese and foreign; The consumption of cultural tourism is endless and cheerful; The cultural tourism industry has no boundaries and comprehensive coverage; In the future, creativity is king. Only when it conforms to human nature and is deeply rooted in people's hearts can there be culture and business. We should make history fashionable, culture approachable, nature approachable and tourism into life. Don't change your nature, deepen your feelings; History cannot be repeated, and experience should be sublimated.

The ultimate pursuit, first, five look: want to see, can see, look good, endure to see, look back. The second is five possibilities: you can enter, stay, enjoy, enjoy and enjoy. The third is five degrees: difference, education, comfort, convenience and happiness. Fourth, there are five forces: visual shock, historical infiltration, cultural attraction, life moistening and happiness stirring.

The Future of Cultural Tourism Consumption

Meet the realistic pursuit, tap the potential demand and lead the future demand. Whoever can see the future can correspond to the future. But no one can control the future. In the process of self-organization, self-growth and self-evolution, new things will emerge constantly, most will die out, a few will survive and some will stand out.

0 1 lazy and comfortable.

Calling a person lazy is a serious criticism. In fact, laziness is human nature. No one is born diligent. It is only because of social evaluation that it becomes a problem and strives to become the mainstream value of society. However, from the perspective of social life, laziness is precisely the driving force for progress. Because of laziness, everyone racked their brains to study how to eat well and how to work less. Nature has promoted social progress.

Food is the main pursuit of agricultural society. Since ancient times, food is the most important thing for people. Eat well first, then eat well Therefore, Kong Old Master Q put forward two thousand years ago that "food is never tired of essence and taste is never tired of beauty", which is still the guiding ideology of foodies. However, under the limitation of technical conditions, it is necessary to be diligent to eat delicious food, expand the range of ingredients and enrich ingredients, so diligence has evolved into a morality. Laziness is the main pursuit of the industrialized era, and three industrial revolutions have fundamentally liberated mankind. The mechanical revolution has extended human limbs, the power revolution has increased human strength, the traffic revolution has widened human travel distance, the electronic revolution has changed human brain, and the information revolution has expanded human vision. Even in China, in just 30 years, heavy physical labor has been basically eliminated, and social productive forces have increased geometrically. The motive force of invention is that people should do less to facilitate the popularity of food, and the series of fools emerge one after another, making it really possible to be lazy. Diligence has fundamentally lost its social significance, and creation is forming a real social mainstream. Comfort map is the driving force for the growth of service industry and the basis for improving service quality. Mechanization solves the heavy physical labor of human beings, and robots will solve the repetitive labor of human beings. In the next step, robots are bound to become popular and even enter the family. Creative labor and emotional labor naturally become the mainstream. In this transitional stage, it is the ultimate test of a country's governance system. The transition between urban and rural areas in China is very difficult, and the transition between the older generation and the new generation is even more difficult.

Have fun, have fun, have fun.

How to spend the physical strength and time liberated by human beings? This has become the main pursuit of post-industrial society, and it is fun to play well. Leisure life has become popular, and there are more and more modes of spiritual life. Diversification has become the norm, and mobile terminals have become indispensable tools. Beauty vanilla is Qu Zi's metaphor and sustenance, but it is actually the pursuit of a better life. Whether it is lazy and comfortable or fun, it has been consistent for thousands of years. The life of ordinary people is real, and there is no need to wear a big hat at all.

03 entertainment, excitement, chasing the limit

Free time creates trouble, and human beings are constantly challenging themselves. Entertainment to death has become a new social phenomenon, and various in-depth experience methods are constantly emerging. VR and AR have quickly become a new trend. Extreme sports are popular, and new extreme challenges such as wing-mounted flight are constantly emerging. Even the glass plank road has become a standard in mountain scenic spots. The socialization of artificial intelligence constantly creates new leisure experiences, forms an immersive and integrated deep feeling, and also forms a transcendence of a better life.

04*** Enjoy leisure into the mainstream.

The development of various * * * enjoyment facilities represents the future social trend, and the core of * * * enjoyment economy is to let idleness flow fully. Idle facilities, idle space, idle time, idle talents and idle energy are all flowing, making full use of them and fully increasing their value.

A first-class lifestyle service platform will surely create a first-class lifestyle. Eat well, live well, grow well, and have fun at last. From Excellence to Excellence is a pursuit and a model. Now it is short-chain supply and long-chain life. The short chain provides directness and convenience, while the long chain brings infinite choices and highlights the limitations of consumption, which provides an opportunity for the development of the platform. Change is fast and fierce, life is slow and refined, and the higher realm is to pursue the art of life and achieve artistic life. This is the true meaning of the new platform. The direction is not afraid of the long road, the method is less detours, and hopes for the growth of consumers and the future enterprises.

Brief introduction of the author

Wei Xiaoan: President of Leisure and Holiday Branch of China Tourism Association and Chief Expert of Expert Committee of World Tourism Cities Federation.