How to treat the transformation and upgrading of Yunnan tourism culture industry objectively

The chaos caused by "unreasonable low-cost travel" in previous years has pushed Yunnan tourism to the forefront of public opinion again and again. The vested interests parasitized in the mode of "low-priced travel and high-priced purchase" have woven a tangled "net", which has become an obstacle to the rectification of the tourism market order. The Yunnan Provincial Party Committee and the provincial government have taken effective measures to promote the rectification of the tourism market order, "cut the knife" to the chaos in the tourism market, eradicate "unreasonable low-cost travel" and promote the transformation and upgrading of the tourism industry.

In the opening year of 20 19, Yunnan's tourism industry ushered in a "good start" of transformation and upgrading: there were fewer low-priced groups, but there were no fewer tourists; during the Spring Festival holiday, Yunnan received more than 34 million tourists, up more than 20% year-on-year, and realized a tourism income of 2,465,438+73 million yuan, up more than 25% year-on-year.

Treat chaos like boxing.

On February 12, Lijiang Tourism Market Supervision and Comprehensive Dispatching Command Center of Yunnan Province released the latest issue of "Red and Black List": two tour guides were well received by tourists and boarded the "Red List"; Two tour guides who changed their travel itinerary without authorization and colluded with the operators to deceive tourists' consumption were included in the "blacklist". Behind the "red and black list" is that Yunnan pays more and more attention to the "tourist experience".

In the past, the image of Yunnan's tourism market was damaged by chaos such as compulsory shopping and tour guides swearing. The main responsible comrades of the Yunnan provincial government said that rectifying the order of the tourism market is essentially a "cheese" for some people. With the courage and courage of "not afraid of offending people and causing trouble", Yunnan Province continues to make heavy punches to rectify the order of the tourism market.

2065438+April 2007, Yunnan issued "22 measures" to rectify the order of the tourism market, focusing on rectifying the gray interest chain, unreasonable low-cost travel, forced consumption and other issues that tourists have strongly reflected. In particular, measures such as canceling designated shopping for tourists have been welcomed by tourists.

After more than a year of rectification, the results have begun to show. In 20 18, Yunnan province * * * accepted 780 travel complaints, down 53% year-on-year. The national tourism complaint platform 1230 1 in Yunnan province dropped from the sixth place in 20 17 to the second place in 20 18. He, director of the Yunnan Provincial Department of Culture and Tourism, said: "The overwhelming and disguised low-cost tour is basically gone; The ubiquitous and blatant forced shopping phenomenon has basically disappeared; The number of complaints from tourists that remain high has also dropped significantly. "

In the ancient city of Dali, Zhang Siyao, a staff member on duty at the entrance of a jade shop is being consulted by tourists: "The jade shop is a key area where disputes occur, and this point is specially set up to provide consultation and complaint handling services for tourists. When tourists are dissatisfied with the purchased goods, we will assist in returning them. Once we find a tour guide soliciting customers, we will deal with it immediately. " Zhang Siyao said that there are seven scenic spots like this in the ancient city, most of which are located in jade shops or large tourist shops. Making tourists "worry-free all the way" has become the pursuit of Yunnan tourism.

Rectifying the order of the tourism market is not limited to unreasonable low-cost tours. Yunnan Province has carried out three rounds of scenic spots investigation, severely dealt with A-level scenic spots with backward facilities and equipment, poor resource quality, weak management services and many complaints from tourists, cancelled 10 A-level scenic spots, gave serious warnings or disciplinary actions to 22 scenic spots, and issued rectification notices to 18 scenic spots.

Investigate and deal with cases and establish mechanisms.

According to statistics, since the rectification work was carried out, Yunnan Province has investigated and dealt with more than 3,000 travel-related cases, investigated and dealt with 362 travel agencies and 25/kloc-0 tour guides, revoked 9/kloc-0 travel agency business licenses and 20 tour guide licenses, and fined 654.38+0.23 billion yuan.

The results are beginning to show, and Yunnan is still calm. The main responsible comrades of the Yunnan provincial government said that we must persist in the rectification to the end with the tenacity and perseverance of "never giving up until we reach our goal" and get out of the strange circle of "rectification-rebound-rectification-rebound again".

To get out of this strange circle, it is inseparable from the continuous attack and strict management of the tourism market order. Yunnan province plays the role of multi-department joint law enforcement, strengthens the efficiency of comprehensive tourism supervision, and maintains the high-pressure situation of tourism market rectification through four measures, such as eliminating "unreasonable low-cost tours", strengthening the management supervision of tourism teams, increasing the intensity of "transferring cases" and improving the efficiency of "implementation convergence", and steadily establishes a long-term mechanism for tourism market rectification in the whole province.

Yunnan tourism market order rectification, and now boarded the "internet plus" express. 20 18 10, the "Tour Yunnan" APP was officially launched. "Whether it is telephone, text or voice, tourists only need to provide simple information such as the location of the incident, the object of complaint, the reason for the complaint, contact information, or' leave a message' to initiate a complaint. Visitors can not only understand the complaint handling process in the whole process, but also initiate a second complaint against the unsatisfactory disposal results. " He said that the new travel complaint mechanism has realized the "full process, full transparency and full openness" in handling travel complaints, making it easier and faster for tourists to complain online, and boosting "free travel for tourists" with "ubiquitous government management services". At present, the 24-hour settlement rate of travel-related complaints in Yunnan Province is over 99%, with an average settlement time of 6 hours and 45 minutes.

Who will supervise the regulators? Yunnan Province insists on implementing the comprehensive supervision, assessment and evaluation system of the tourism market to the state and municipal people's governments every quarter, and evaluates those who have been interviewed for three consecutive times and those who have been held accountable for three consecutive times.

Grasp rectification and promote transformation

As an old scenic spot, Yunnan Shilin is famous. With pearls in hand, how to attract tourists is a difficult problem for Pu Jian Yong, the county magistrate of Shilin Yi Autonomous County. "Looking at the scenery alone, it is important to let the distant guests stay. Whether we like it or not, the price reduction of scenic spot tickets is the general trend. The development cycle of new tourism products is long. If you are not active now, you will be more passive in the future. " Pu said that more and more tourists have come to Shilin by cultivating and introducing projects such as Ice and Snow Ocean World, Xinglin Grand View Garden and Karst Museum.

The chaos in the tourism market is a superficial phenomenon, but its root lies in the extensive, backward and abnormal tourism management model. The supply of high-end tourism in Yunnan is seriously insufficient, and tourists are mostly concentrated in sightseeing tours, which is still far from the current development trend of holiday tours and experience tours.

How to promote the development of tourism? In accordance with the development principle of "internationalization, high-end, characteristic and intelligence" and the global tourism concept of "there is only one scenic spot in Yunnan, and this scenic spot is called Yunnan", Yunnan Province has promoted the deep integration of online and offline of "a mobile phone travels in Yunnan" and accelerated the transformation and upgrading of the tourism industry.

The "Tour Yunnan" APP not only reshapes the supervision process of the tourism market, but also explores the integration of digital economy and traditional industries. Early in the morning, Ms. Li, a tourist, struggled to see Rizhao Snow Mountain. She opened the "Tour Yunnan", and the live scene gave her the motivation to go out. As the largest real-time live broadcast platform of scenic spots, the "Tour Yunnan" APP has covered 95% of A-level scenic spots in the province. Since its launch, various functions such as smart tour, smart toilet, slow live broadcast function and boutique route recommendation have been well received by many tourists.

"Strong commercial flavor, weak cultural flavor", once Old Town of Lijiang, a flower cake shop in Sanbu and an African drum shop in Wubu, and the homogeneous supply of tourism products have affected tourists' impression of Old Town of Lijiang. Now entering Old Town of Lijiang, there are numerous cultural experience activities such as Dongba Paper Workshop, Dongba Painting, Naxi Woodcarving and local national costumes. Mr. Wang, a tourist from Hunan, watched the street sitcom "The Legend of Caravan" with his family, enjoyed a long street banquet in Huajie, and bluntly said, "This is the national culture we want to experience".

The change of tourists' demand promotes Yunnan to continuously enrich the tourism format and expand the market. He said that next, Yunnan will focus on nine major projects, such as "a mobile phone travels to Yunnan", the construction of tourist toilets, the construction of smart scenic spots, the improvement of tourism quality, the promotion of go on road trip, the construction of leisure tourism, the creation of a global tourism demonstration zone, the branding of cultural tourism, and the continuous and strict management of the tourism market, so as to strive for a new level of tourism development in Yunnan in 20 19.