How to improve the level of tourism appreciation

As a social phenomenon, tourism has become widespread since workers were given the right to paid vacations, which has moved tourism from the limited scope of the leisure class into the general scope of social and economic life. . Tourism is a cultural life need after people's material life develops. The purpose of tourists is to “seek novelty, seek knowledge, seek pleasure and obtain a good memory”, “It is a short-term special lifestyle of residents in modern society, which is characterized by: foreignness, amateurism and enjoyment. ". (Yu Guangyuan) However, with the development of the times, the functions of traditional tourism have been difficult to meet people's needs. Therefore, tourism should be given more connotations. The proposed leisure tourism emphasizes more on a cultural atmosphere, cultural experience, cultural experience, cultural communication, and cultural appreciation between individuals and groups, which can not only satisfy people's sensory needs, but also satisfy people's psychological needs and spiritual needs. With the development of the economy, choosing tourism as a way of leisure has become a relatively common behavior. However, the key issue is how to improve people's cultural literacy, aesthetic taste, perception and appreciation, so that traveling becomes a way for people to experience civilization. , a comprehensive leisure way that blends into nature, understands culture, and cultivates temperament. It has become the need of the times to turn leisure tourism into a driving force for social civilization.

First of all, mankind’s definition of “progress” will undergo fundamental changes. "Progress" in the traditional sense often means the continuous improvement of material living standards. Today, the great satisfaction of material wealth prompts people to desire to pursue a fulfilling spiritual life. "Progress" will increasingly mean continuously improving the quality of life, emphasizing the taste of life, and hoping to survive in a healthier way. Secondly, for hundreds of years, humans have been committed to transforming the world, and in the new century, humans will be even more committed to transforming themselves. According to the prediction of Jeffrey Godby, a famous professor of leisure studies at Pennsylvania State University in the United States, in the next few years, the central position of leisure will be strengthened, and people's concept of leisure will undergo essential changes. The leisure industry will play an important role in the economic and industrial structure. The employees will account for 70-80% of the entire social labor force. Leisure services will shift from standardization and centralization to personalized services. People will pay more attention to the relationship between leisure and health. The leisure education that has emerged will play an important role in the education industry. The proportion is getting bigger and bigger.

Judging from the current level of productivity in our country, leisure has obviously become one of the characteristics of our era and an important part of social and cultural activities. It marks that people have been liberated from heavy manual labor; it marks that people have shifted from meeting the basic needs of reality to yearning for spiritual life; it marks that in the process of transforming the planned economic system into the market economic system, there has been a shift from traditional production to ——The consumption model gradually shifts to the consumption-production model; it marks the historical stage in which people begin to shift from limited development to comprehensive development of themselves.

1. With the continuous growth of material wealth, people have begun to turn to the consumption and pursuit of cultural spirit. More time and money are used for leisure. There have been obvious changes in consumption investment, such as buying books, accepting various Skill training, self-improvement re-education (lifelong education), fitness and beauty, travel, appreciation, etc. Just take the sample survey of cultural consumption of urban residents in Haidian District as an example: In 1998, the proportion of Haidian District residents in the following eight types of cultural consumption items was, and the average total cultural consumption value accounted for 28.4% of household income, among which tourism ranked first, accounting for 1% of household income. 45.1% of the total consumption value; amateur training and education ranked second, accounting for 14.1%; collecting stamps and other personal hobbies accounted for 13% of expenditure; subscribing to newspapers and periodicals and purchasing books accounted for 7.5%; family cultural decoration accounted for 6.7%; and appreciation of literature and entertainment accounted for 45.1% of the total consumption value. 5.2%; physical fitness and appreciation is 4.9%; obtaining information is 3.5%. According to this estimate, my country's Engel coefficient is expected to drop to less than 40% by 2010. Then, people's behavioral motivations will choose to enjoy the cultural and spiritual life to a greater extent. In a society in which basic material needs are met and greed and selfish motives gradually decline, engaging in creative activities and enjoying the richest possible social relationships will take precedence over the need for material products.

2. The traditional concepts of work and leisure have been blurred. Due to the emergence of the Internet, the traditional concept of work and the boundaries of work time and space have been fundamentally broken; leisure will become an institutionalized thing in the social system in the future society, and it will become a resource, reward distribution, and innovation expectation. Under normal circumstances, people are both working and leisure; it is not only the embodiment of the value of labor force, but also the maintenance of the value of labor force. As early as 18 years ago, Toffler pointed out: "A large number of workers have already been engaged in paid labor for an average of only 3-4 days per week. They spend half a year or a year receiving education or entertainment------ Once we realize that most of our time is spent producing the supplies and services we need—prosumer—the old distinctions and boundaries between work and free time disappear” (The Third Wave, 1982). Year) Currently, 145 countries around the world have implemented a five-day working week, and developed countries and regions may further shorten the working week.

As Professor Cheng Siwei pointed out: "As the knowledge economy comes to us, people's lifestyles and working methods have changed. This is due to the development of the Internet, which allows flexible control of office hours and flexible office locations. At home, you will have more leisure time while improving efficiency. How to make good use of more and more leisure time to improve people's quality of life will be an important issue. ”

3. The traditional concept of “production first, life (consumption) later” will undergo fundamental changes. Especially in our country, it has always been believed that only production can create value, and life and consumption are all regarded as bourgeois. Therefore, for many years, the government's policy guidance and capital investment have been mainly focused on the primary and secondary industries, and the people have been struggling to survive in the face of material shortages. With the advent of "surplus economy", people gradually realize that "life" and "consumption" are of equal importance to economic development. Marx once pointed out: "A railway, if it is not open to traffic, is not worn, and is not consumed, it can only be a railway of possibility." "A piece of clothing becomes clothing because of the act of wearing it; a house is not occupied by anyone." , in fact, it cannot become a real house.” He went on to argue: “Production creates materials as external objects for consumption; consumption creates needs as internal objects and purposes for production.” Therefore, “there is no need for production.” Without consumption, there is no production without consumption." (Marx's "Critique of Political Economy? Introduction") Western scholars who study leisure said: "Because it is conducive to production, leisure has always been reasonable--if there is no nightlife and On weekends, the entertainment industry will collapse; without holidays, tourism will decline. In fact, it is leisure, not labor, that makes industrial capitalism mature ("The History of Human Thought"). "Leisure in China", page 118) It should be noted that the ideal of the classical economists that "can not only maintain economic value, but also realize non-economic social value" is also coming to us.

4. The richer the country, the more leisure time it takes, and the higher the level of civilization of people. Marx once discussed the significance of the increase in leisure time: "The real economy - economy - is. Labor time savings. And this kind of saving is equal to the development of productivity. "In Marx's view, there are two basic ideas for developing productive forces. One is to develop productive forces in a social way. The way is to adjust and transform production relations, develop science and technology, strengthen management, and improve labor methods; the second is to develop productivity in a human way. Developing productivity means focusing on the comprehensive and sufficient development of personal abilities. “The full development of individuals reacts on labor productivity as the greatest productivity. "(The Complete Works of Marx and Engels, Volume 46, Part 2, Page 225) The popularization of leisure will become an important force in promoting economic development, and leisure consumption will become one of the main driving forces of production. And with the progress of society, non-production Sexual consumption will account for an increasing proportion of the national economy. Through leisure and leisure consumption, we can see the human existence behind this activity, which will help us re-understand the nature and meaning of life and re-examine human ethics. Re-treat the world of relationships between people and things, and re-establish human social ideals. There is no doubt that people's leisure consumption has changed from single to multiple, from conformity to individuality, from material to spiritual, from tradition to modernity, and from isolation. Transformation to openness. As a result, people's world outlook, scientific outlook, moral and ethical outlook, life attitude and lifestyle will undergo profound changes.

5. Globalization and cultural diversity. Integration? It is not the free flow and allocation of resources on a global scale, it is not the expansion of modern institutions or modernity around the world, nor is it the achievement of awareness of global issues and global consciousness. Global integration should be in a specific historical period. The way of thinking about problems under certain conditions is the diversity of connections between the many countries and societies that make up today's world system. The more important significance of the emergence of global integration lies in a new way of thinking and thinking. and thinking perspectives are taking shape. Furthermore, the background of the knowledge society requires cultural diversity, which will inevitably provide unprecedented opportunities for countries to display their own cultures.

Departments and practitioners urgently need to update their concepts. Tourism-leisure-leisure tourism is not just an arbitrary combination of nouns. It shows the objective laws of tourism development. As we all know, the development of tourism generally targets natural and artificial things. Natural and human cultural relics, but at the expense of natural resources and over-exploitation of tourism resources, especially the endless behavior of developers for the purpose of economic value and people's exploration of nature just to satisfy curiosity and pursue sensory stimulation. The destruction of the ecological environment caused by trampling on tourism has forced people to change their thinking on the development of tourism. As early as 50 years ago, Western countries quickly developed leisure industries to alleviate the pressure on tourism, such as leisure clubs and sports. Clubs, cultural centers, theaters, museums, art galleries, dance halls, leisure resorts, theme parks, amusement parks, etc. In fact, they also objectively enrich the connotation of tourism, expand the scope of business, promote economic development, and also It meets people's various entertainment and enjoyment needs.

At present, our country is facing a great opportunity to develop tourism, and it is crucial to follow what objective laws and how to adjust development strategies, business directions, management approaches, operating mechanisms and other aspects. The state should play an important role in the development of leisure tourism. The experience of developed countries shows that when leisure and entertainment increasingly become an important part of people's daily lives, the government must assume relevant responsibilities. "The purpose of 'providing' or 'arranging' recreation and leisure is to contribute to a better society. It is therefore important to provide a variety of healthy leisure opportunities in which people can learn and socialize . Recreation and leisure also have and will always have an element of social control, for participation in planned and healthy leisure activities eliminates or eliminates the possibility of tiresomeness or abuse of leisure." (The History of Human Thought. "Leisure in China", page 127, Yunnan People's Publishing House, 2000) We believe that leisure regulated, planned and guided by the state will provide a basis for the construction of spiritual civilization. In addition, in Western developed countries, people often regard people who engage in leisure services as "goodwill ambassadors" because they use wisdom and love to convey the spirit of love with a special quality and skill to help people find what they are truly worth. Participating in activities makes the world safe, warm and beautiful; it enriches people's thoughts and cultivates their sentiments in leisure, making people's lives rich and colorful, and gaining value. This is the highest praise for those engaged in the leisure tourism industry, and it should also serve as my guide to leisure education for all citizens. At present, we have more leisure time, but how to leisure is not treated as a "problem". This will be a very important mistake. The American experience may be worth our reference. As early as 1918, the U.S. Federal Bureau of Education listed leisure education as a "central principle" of high school education. The central principle is: "Everyone should have time to cultivate his personal and social interests. If used wisely, this leisure will re-enlarge his powers and further enrich his life, so that he can able to perform their duties better. If, on the other hand, the abuse of leisure time will harm health, disrupt families, reduce productivity, and destroy their sense of citizenship, life in an industrialized environment will tend to be shorter for most people. Working hours, while shortened working hours help to reduce the harmful reactions caused by long working hours, they also increase awareness of the importance of receiving leisure training. In this regard, as one of our goals, relevant The education of how to use leisure becomes more and more important." ("Leisure in the History of Human Thought", page 172) The usual goals of leisure education are: "① the ability to judge the value of leisure behavior; ② the ability to choose and evaluate leisure activities. Ability; ③ Ability to determine personal goals and leisure behavior standards; ④ Awareness and understanding of the importance of rational use of leisure time. "Leisure education courses and ways to achieve goals: "① Intellectual, aesthetic, psychological, social. physical and physical experience; ② creative expression of concepts, methods, shapes, colors, sounds and movements; ③ experience of actively participating in and engaging in activities; ④ social participation and expression of friendship, belonging and collaboration; ⑤ outdoor life experience; ⑥ health promotion The physical entertainment of life; ⑦ The experience and process of cultivating a balanced method of taking a break, rest and relaxation." (Quoted from Shen Jinrong's "Development and Prospects of Community Education", page 195, Shanghai University Press, 2000. ) However, leisure education is still a blind spot in our country.