Does anyone know what "high-end tourism" is and how to define it?

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High-end tourism High-end tourism

As early as the end of the last century, Mr. Wan Donglin, deputy secretary-general of the Shandong Provincial Travel Agency Association and general manager of Shandong Guoshang Travel Agency, strongly advocated "high-end tourism". The so-called "high-end tourism" is often compared to the traditional "mass tourism". It refers to that as the tourism market continues to mature and tourist consumption continues to become rational, tourism product producers - travel agencies, scenic spots, tourist destinations and other “high-precision” tourism products launched. It is an inevitable product of tourism development to a certain stage. As mass tourism continues to become inferior, high-end tourism will surely become the right choice for rational consumers.

"High-end tourism" has four meanings, one is the high-end of products, the other is the rationalization of consumption, the third is the specialization of production, and the fourth is the branding of tourism products. Brand is the spirit, characteristics are the soul, taste is the foundation, quality is the root, and quality is the foundation.

High-end products are not just high-priced, luxury travel products, but genuine and distinctive products. Such as hiking tours, backpacking tours, etc., although the price is not high, because the characteristics and taste of the products are unique, they are also considered "high-end tourism". Characteristics and individuality are the hallmarks of high-end tourism, and authenticity is the essence. Personality is a group personality, not a single personality. For example, some travel agencies are currently launching so-called five-star luxury tours abroad. No matter how high-end the hotel is, how high the food standards are, or how attentive the service is, if you keep shopping and adding points along the way, it will be full of fraud traps. Nor is it included in “high-end tourism”.

The rationalization of consumption means that tourists are "high-end consumers". "High-end consumers" are not the same as "high-end consumers", but rational and tasteful consumers. Guests should choose travel products in a targeted manner based on their financial resources, hobbies, needs, and affordability. We cannot simply choose in-depth experiential tourism with the mentality of high-consumption luxury leisure travel, and we cannot demand the enjoyment of "high-end tourism" at the price of low-priced mass tourism. Participating tourists pay more attention to the freshness, experience and high quality of the travel process. High-end tourists often have special needs that are different from mass tourism consumers. Such special requirements are difficult for regular tour groups to meet. Consumers of high-end tourism generally have relatively high cultural tastes and have in-depth experience needs, thus forming their unique cultural characteristics.

Specialization of production means that tourism products must be designed by specialized technical talents who have a high grasp of the tourism market demand and tourism product characteristics. Especially for some high-end special tourism products, designers must be proficient in relevant professional knowledge of special activities.

Fourth, the high-endization of tourism brands means that tourist destinations and tourism sellers must not only create high-end tourism products, but also establish the image of "high-end tourism" services and create "high-end tourism brands", such as Shandong Guoshang Travel Agency's advertisements always have the logo of "Guoshang Tourism = High-end Tourism". This is the strategy that they choose to specialize in high-end brand tourism products in the fiercely competitive tourism market.

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