Promotion strategy of tourism service trade

Tourism is the foundation of tourism service trade. To enhance the competitiveness of China's tourism service trade, we must vigorously develop the tourism industry. According to Michael Porter's competitive advantage theory, the international competitiveness of a country's industry depends on four basic factors: production factors, demand, related and auxiliary industries, competitive conditions of enterprises and two auxiliary factors: government and opportunity. Only by formulating relevant policies and measures around these elements can we enhance the competitiveness of China's tourism service trade.

1. Make full use of and integrate China's natural resources and human resources, further improve the quality of talents, and realize intensive and optimal utilization of resources. For tourism, the most important resource endowment lies in natural resources and humanistic (historical and cultural) resources. If these resources are unique, they form a natural monopoly. In this sense, the phrase "the more national, the more cosmopolitan" is meaningful in tourism. China is an ancient civilization with a history of 5,000 years, and it is also a big country with the richest topography and ecological types, so we have good natural and human resources conditions for developing tourism and tourism service trade. In terms of quantity, among the 690 world heritages listed in the UNESCO World Heritage List in 2000, China accounted for 72, ranking third in the world. From the structural point of view, China's natural and human resources for developing tourism have obvious diversity and differences, and also have a strong historical accumulation. All these reflect the huge competitive potential of China in the international tourism market, and we should well tap and integrate these advantages. In this sense, we do not advocate excessive segmentation management of tourism resources, but advocate more intensive management. In addition, in view of the fact that tourism is inseparable from the relationship between people, whether it is the relationship between service personnel and tourists in tourism institutions or the coordination between tourists, tourism professionals needs to have good quality, and the quality of employees constitutes the third basic factor besides natural, humanistic and historical factors. In a sense, improving the quality of talents is the key to further improve the competitiveness of China's international tourism service trade. Improving the quality of employees includes improving the quality of decision makers, managers and service personnel, because the quality of decision makers will affect the direction of industrial development, the quality of managers will affect the quality and efficiency of management, and the quality of service providers will affect the image of the country and the nation.

2. To develop tourism service trade, we must adhere to Scientific Outlook on Development and implement the sustainable development strategy of international tourism service competitiveness. Tourism is a service that depends on natural resources and historical resources. Tourists want to experience the "authentic" natural and cultural features, but all imitation or "dog-tailed marten" facilities are difficult to arouse tourists' strong interest. To some extent, the development of tourism resources is the destruction of tourism resources, because such development often affects the original ecological characteristics of resources; Therefore, the contradiction between development and maintenance is a long-term contradiction in developing tourism. When dealing with this contradiction, we must be clear that tourism resources, especially non-renewable tourism resources, cannot be restored once they are destroyed. Therefore, the development of international tourism service industry in China should adhere to the unity of sustainability and people-oriented, and carry out international tourism service trade according to the reception carrying capacity of tourist attractions. It is worth noting that in addition to preventing the over-exploitation of tourist attractions, we should also pay attention to discovering and protecting the highlights with historical relics value in urban construction. In recent decades, we have caused many historical regrets about the demolition of the old city; On the other hand, many European cities have been well preserved for hundreds of years, forming many old towns and buildings with strong sightseeing value. There are cultural taste factors and institutional factors that deserve our consideration.

3. Improve the level of tourism informatization, extend the industrial chain of tourism service trade, and strengthen the construction of supporting facilities. The tourism industry has a long industrial chain and high correlation. Its related industries include transportation, communication, entertainment, shopping and accommodation, and its auxiliary industries include agriculture, manufacturing, service, construction and basic industries. In the information age, the tourism system is not only a simple combination of spatial individuals such as tourist attractions, tourist traffic, tourist hotels and restaurants, but also a tourist flow caused by the information transmission of tourism products, with the participation of many tourism resources, travel agencies, hotel facilities, transportation departments and financial departments. Information transmission has become a dynamic communication bridge among tourists, tourism resource providers and travel agents. Speeding up the construction of an international tourism service industry chain with informationization as the core is a shortcut to enhance the competitiveness of China's international tourism industry (Liu, Song Tao, 2005). At the same time, it should be conducive to the integration of tourism resources and the construction of information network systems. For example, the construction of hotel catering chain system in China's tourism industry is seriously lagging behind, which affects the large-scale operation of tourism service trade. Secondly, we should strengthen the development of tourism products, focus on solving the problem of R&D investment, supplemented by strict intellectual property protection measures, strive for more and more distinctive tourism products to come out as soon as possible, and change the boring state of tourist souvenirs blooming everywhere. Furthermore, it is necessary to strengthen the construction of supporting facilities. For example, in some tourist areas in China, the problem of "one ticket is hard to find" has not been fundamentally solved. These aspects require the state and local governments to increase investment, and at the same time concentrate social capital through demutualization, including introducing foreign capital, to solve the problem of insufficient investment.

4. Enhance the competitiveness of enterprises, improve service quality and enhance the ability to explore overseas markets. With the further opening of tourism, domestic tourism enterprises will face greater challenges. Competing to lower prices has left many enterprises unprofitable and caught in a "prisoner's dilemma". At present, China's tourism enterprises should aim at establishing a * * * common market, and set up large-scale modern enterprise groups across industries, regions and borders. By joining forces, setting sail in formation and fighting in corps, we will form management advantages and talent advantages, build a number of internationally renowned brands, and lay a solid foundation for China's international tourism service trade (Jin, Diao Huagong, 200 1). In addition, it is necessary to continuously improve the service quality and enrich the supply of tourism products. Excellent service quality and tourism products are the brand of the enterprise. In addition, China enterprises should participate more in international tourism fairs and take the initiative to explore overseas markets. Participating in the fair can not only enhance the marketing awareness of enterprises, but also increase the chances of contacting customers, especially big customers, which is conducive to opening up sales channels and new markets. First of all, we should regard the international tourism service competition as the competition of national image and national strength. At present, the domestic international tourism promotion fee is only a few million a year, so it is necessary to increase the investment in international market promotion.

5. Be familiar with the rules of GATS and the commitment of China's tourism industry to join the WTO, and fully grasp the opportunities brought to China's tourism service trade after joining the WTO. With China's further opening to the outside world, our exchanges with other countries in commodity, technology, management and finance are more convenient and smooth, which will undoubtedly greatly promote the development of China's tourism service trade. This requires familiarity with GATS rules. The principles of tourism service in GATS are divided into two categories: one is to stipulate general obligations, that is, disciplines that every contracting party must abide by, such as the principle of most-favored-nation treatment, the principle of transparency, the principle of more participation of developing countries, and the principle of domestic law; The second is to stipulate that all parties need to make specific commitments through negotiations, such as market access principles and national treatment principles. In addition, the tourism service industry is the sector that promises to open the service industry the most in the WTO. The commitments of all members include: no new restrictions on traveling abroad; Do not impose restrictions on travel agencies owned or operated by foreign operators; For nationals traveling abroad, there is no limit on the maximum carrying capacity or foreign exchange, and so on (Wang Ruiping, 2002). Therefore, our government and enterprises should know their rights and obligations. Only by being familiar with the rules and commitments and understanding the opportunities and challenges faced by the development of China's international tourism service industry can we enhance the competitiveness of China's international tourism service trade.

6. Strengthen the guidance of the government and the role of trade associations. National tourism policies and related systems are the guarantee of tourism development. The contribution of tourism to the national economy is obvious to all, and its status is constantly improving. The Fifth Plenary Session of the 14th CPC Central Committee adopted the "Proposal of the Central Committee on Formulating the Ninth Five-Year Plan for National Economic and Social Development and the Long-term Target of 20 10", which identified tourism as the first in the emerging industry sequence of the tertiary industry. Tourism is not a simple economic undertaking, but also a cultural undertaking and resource protection undertaking, and it is impossible to simply apply the method of market economy. The government should play its macro-control role in the development of tourism, adopt certain policies and legal measures, standardize the tourism market and further strengthen the macro-management of the industry. China tourism industry management agencies should formulate appropriate tourism strategies for the long-term development of inbound tourism in China, make good use of macro-management means, ensure the healthy and orderly development of tourism, and lay a solid industrial foundation for the development of tourism trade. At the same time, under the condition of market economy, it is difficult for the government to directly manage the specific operation of the industry, especially the micro-behavior of enterprises, so the "third party force", that is, intermediary organizations such as industry associations, should give full play to their due role. At present, efforts should be made to overcome the shortcomings of trade associations, such as imperfect organizational form, weak sense of independent management, insufficient horizontal coordination ability, insufficient information integration ability and insufficient self-discipline spirit, so that trade organizations can truly become an important force in standardizing enterprise behavior, organizing market development, coordinating and integrating resources and shaping industry image in the market.