How to fully realize the transformation and upgrading of China's tourism industry?

First, the basic understanding of tourism transformation and upgrading

Transformation and upgrading include three levels: first, economic transformation and upgrading, second, industrial transformation and upgrading, and third, enterprise's own transformation and upgrading. In the market economy, the transformation and upgrading of consumption is the biggest driving force for the transformation and upgrading of industry and economy, so enterprises aiming at meeting consumers' needs and maximizing profits are naturally the main body of transformation and upgrading. Only by continuous transformation and upgrading can enterprises finally win in the fierce market competition. Generally speaking, the transformation and upgrading of enterprises are consistent with the goals of industrial and economic transformation and upgrading. For example, the improvement of enterprise's innovation ability will also enhance the overall competition level between enterprises and regional economy. However, due to profit-seeking, enterprises may also make choices that are contrary to the requirements of industrial and regional economic transformation and upgrading. For example, many enterprises may pay more attention to environmental protection from external pressure than corporate responsibility. For the industry, transformation and upgrading is based on giving full play to the initiative of enterprises, by integrating resources in the industry, attracting new resources, absorbing resources transferred from other industries, improving the overall competitiveness of the industry, so as to realize the development of the industry itself. At the same time, industrial transformation and upgrading that meets the needs of scientific development has also promoted economic transformation and upgrading. For example, the transformation and upgrading of tourism will increase the proportion of service industry in the whole economy. This "softening" effect on the economy is undoubtedly positive for the coordinated development of the economy. Economic transformation and upgrading includes the optimization of different industrial structures, the balanced development of regional and urban-rural economies, and the emphasis on intensive development methods, which is also a concentrated expression of the achievements of enterprise transformation and upgrading and industrial transformation and upgrading.

As an industry, the transformation and upgrading of tourism refers to relying on the whole economic and social development, taking meeting diversified, multi-level and compound tourism needs as the starting point and improving service quality as the foothold. Through the innovation of tourism enterprise management mode, the creation of new tourism products, and the guidance and supervision of government departments on the operation of tourism economy, the level of tourism service has been significantly improved, the tourism market has been significantly purified, the satisfaction of tourists has been significantly improved, the role of economic transformation and upgrading has been significantly enhanced, and the economy has been promoted.

In the process of tourism transformation and upgrading, enterprises can find and capture market opportunities better than the government. Therefore, for the tourism administrative department, it must not replace others and try to replace the main position of tourism enterprises in the transformation and upgrading. For example, the construction of motels and camps in go on road trip, which has been advocated by the tourism administration for many years, has been given a cold shoulder by tourism enterprises, largely because this market is not mature in China, so it is difficult to attract large-scale capital. However, in recent years, budget hotels that have not attracted the attention of tourism administrative departments have attracted a lot of capital and become "fragmented" in the market. Comparing the hatchback is worth pondering and pondering. Of course, although the tourism administration department is not the main body of the transformation and upgrading, it still has much to do in the process of promoting the transformation and upgrading of tourism. For example, tourism supply involves all aspects, among which there is no lack of investment in public goods (such as the construction of scenic roads). Therefore, it is difficult to achieve industrial transformation and upgrading only by scattered enterprises, which requires the tourism sector to actively seek government support and increase investment in public goods. For another example, the tourism market order will have a direct impact on tourism consumption behavior. The rational choice of a single tourism enterprise is to determine its own business behavior according to the market, but it has little motivation and ability to change the rules of market operation. Therefore, if there is a problem in the market, it will cause "bad money drives out good money", which is undoubtedly not conducive to the transformation and upgrading of tourism. This requires tourism administrative departments and other departments that maintain market order to innovate supervision methods and realize the healthy operation of tourism economy.

In addition, the goal of enterprises is to maximize profits, which means that some behaviors of tourism enterprises may not meet the needs of tourism transformation and upgrading. For example, the transformation and upgrading of tourism should meet the basic requirements of resource-saving and environment-friendly development, which may require tourism enterprises to increase investment in environmental protection, thus reducing the profit rate of enterprises. Therefore, government departments should increase investment in public services and public products to create the necessary conditions for the transformation and upgrading of tourism; It is necessary to guide tourism enterprises to promote industrial transformation and upgrading in the process of realizing their own development; It is necessary to deeply understand the development and changes of the tourism market, grasp the needs of tourists and tourism enterprises, make the best use of the situation, fully perform their functions, and creatively carry out their work to promote the transformation and upgrading of tourism. In this sense, although the main body of transformation and upgrading is tourism enterprises, the tourism sector should become an important force to promote the transformation and upgrading of tourism.

On a large scale, the transformation and upgrading of tourism is accompanied by the whole process of tourism development. Judging from the situation in recent years, due to the changes in internal and external conditions, the speed of tourism transformation and upgrading has obviously accelerated. It can be said that tourism is entering the eve of "from quantitative change to qualitative change". Because of this, in 2008, at the National Tourism Work Conference, promoting transformation and upgrading was regarded as an important strategy to promote the sound and rapid development of tourism at the national level, which also set the basic goals and directions for the development of tourism in the next few years. Therefore, how to comprehensively and deeply understand a series of problems of transformation and upgrading is urgent and important in this critical period of tourism development.

Second, the basic background of tourism transformation and upgrading

After 30 years of development, China's tourism industry has undergone earth-shaking changes, laying the foundation for the next stage of tourism transformation and upgrading. In the new era, the development of tourism faces new opportunities, which also provides important support for the transformation and upgrading of tourism.

First, in the development environment, local governments pay more attention to tourism. According to Zhang Wuchang, an economist, the competition among local governments is the biggest driving force for China's economic development. The service flow, material flow, capital flow and talent flow driven by tourism flow, information flow and business flow driven by tourism flow, and cultural flow and technology flow created by tourism flow have played a unique and outstanding role in enhancing local competitiveness. Because of this, local governments regard tourism as an important entry point to increase consumption and adjust regional industrial structure, and regard tourism as an important content to promote regional economic transformation and upgrading and an important starting point to enhance local competitiveness. Following Sichuan Province, several provinces and cities held tourism development conferences attended by top leaders of the party and government. Hainan put forward the grand goal of building an international tourist island, and formed an organizational structure with the secretary of the provincial party Committee as the leader of the leading group of the international tourist island and the governor and deputy secretary of the provincial party Committee as the deputy heads. This kind of attention is unprecedented in the history of tourism development in China. Inspired by the Japanese idea of "building a country through sightseeing", Henan started the strategy of "building a province through sightseeing", and Guangdong, Yunnan and other places also actively explored the reform of tourism system and mechanism, and the development of tourism in various places showed an unprecedented good situation.

Second, in terms of development conditions, the favorable factors supporting the transformation and upgrading of tourism have increased significantly. In 2008, the per capita GDP exceeded US$ 3,000, which is a landmark event of China's economic development. This means that the consumption structure of China residents will undergo great changes, the proportion of lifestyle consumption in the whole consumption will be further reduced, and the proportion of developmental consumption and hedonic consumption will increase significantly, and tourism consumption will undoubtedly become a bright spot in this round of consumption structure transformation. At the same time, in this process, with the steady increase of the income of urban and rural residents and the further implementation of the paid vacation system, the structure of tourism's own consumption will also change further. "In the old days, Wang Xietang flew into the homes of ordinary people", and mass tourism will become more common; Some characteristic and mid-to-high-end tourism products also show great development potential because of the increasing middle-and high-income classes. In addition, in response to the international financial crisis, of the 4 trillion yuan newly invested by the central government,10.5 trillion yuan was invested in infrastructure, mainly airports, railways and highways. The improvement of traffic conditions will undoubtedly play a very positive role in promoting the transformation and upgrading of tourism. In the first quarter of this year, China's automobile sales surpassed the United States for the first time, ranking first in the world, which indicates that China is striding into the era of "automobile kingdom", which means that the development of self-driving tourism and other related tourism formats will face great opportunities, which is also a great benefit for the transformation and upgrading of tourism.

Third, in terms of development potential, the favorable conditions for promoting the transformation and upgrading of tourism are gradually being released. The steady progress of medical reform will alleviate the pressure of urban and rural residents to see a doctor to a certain extent, which is conducive to enhancing residents' confidence in consumption, including tourism. The reform plan of income distribution system, which is being studied and formulated, will also play an important role in the prosperity of the tourism market if it can achieve the expected goal.

Third, the basic performance of tourism transformation and upgrading

At present, the transformation and upgrading of tourism presents many new contents, which also constitutes an important feature of tourism development at this stage. Generally speaking, the transformation and upgrading of tourism is multifaceted and multi-level, and it is difficult to describe it with a single model. From different angles, the transformation and upgrading of tourism shows different characteristics.

First, from the perspective of tourism products, although sightseeing is still an important part of China's tourism market, especially the mass tourism market, it is no longer the only subject of the market. The rapid development of new tourism products such as leisure and holiday tourism, special tourism, leisure tourism and business tourism has enriched the types of tourism products in China. At the same time, the emergence of tourism modes such as "business+hot spring" and "business+golf" in Dongguan and other places shows that the ways of various tourism product combinations are more diversified.

Second, from the perspective of tourism market, it has completed the stage from the unique inbound tourism to the coordinated development of the three major markets: inbound, domestic and outbound. In this process, domestic tourism plays an increasingly important role in China's three major markets because of its huge market potential and unique role in expanding domestic demand. Outbound tourism not only plays an important role in balancing trade and easing economic friction, but also is an important source of profit for many travel agencies. In addition, the domestic consumption of China citizens before and after their outbound travel (for example, some tourism products purchased in China for outbound travel) has also played a positive role in expanding domestic demand.

Thirdly, from the perspective of tourism mode, while the group tourism organized by travel agencies continues to grow steadily, individual tourism has become the main body of tourism mode. In particular, the rise of self-driving tourism has greatly changed the overall pattern of tourism. New modes of travel, such as club tours and online group tours, are also very popular among young people.

Fourthly, from the perspective of tourism operation mode, informatization has a wide and far-reaching impact on the transformation and upgrading of tourism. It can be predicted that informatization will bring revolutionary changes to the travel mode of tourists, the management mode of tourism enterprises and the management mode of tourism administrative departments in the future. Conforming to this trend is the proper meaning of tourism transformation and upgrading.

Fifth, judging from the demands of tourists, due to the increase in the number of trips and the maturity of tourism experience, their requirements for tourism products and services have improved significantly. In the past, there was no market space for The Journey to the West-style products, and it was even more difficult for tourism services in a broad sense to win the recognition of tourists. This forces tourism operators to speed up the pace of innovation and improve service quality. This has also become the internal driving force to promote the transformation and upgrading of tourism. Four, the basic requirements of tourism transformation and upgrading

Whether for tourism enterprises or tourism administrative departments, the basic goal of promoting the transformation and upgrading of tourism is to meet the diversified tourism needs and higher standards of tourists. Therefore, the satisfaction degree of tourists' tourism demand and tourists' satisfaction with tourism activities is not only an important standard to evaluate the operating conditions of tourism enterprises, but also the basic basis to measure the work of tourism administrative departments.

To meet the diversified tourism needs of tourists is to adapt the tourism product structure to the needs of the transformation and upgrading of tourism consumption, which can be achieved through the free competition of tourism enterprises and the active guidance of tourism administrative departments. The core of improving tourists' satisfaction is to improve the quality of tourism services. A misunderstanding about the transformation and upgrading of tourism is that tourism should vigorously improve the level of science and technology. In fact, intensive management, the increase of scientific and technological content, and the resulting improvement of productivity level are important signs of industrial transformation and upgrading. Comparatively speaking, tourism is a labor-intensive industry. Although tourism is an application field of science and technology (such as high-tech amusement equipment in theme parks), improving the level of science and technology is not and should not be the main task of tourism. The quality of tourism development is basically reflected in the level of tourism services. The improvement of tourism service quality mainly depends on tourism professionals's labor quality and service skills. Therefore, in order to promote the transformation and upgrading of tourism, we must improve the service quality of tourism, because the industry pays attention to scientific research and development. The basic direction of improving the level of tourism service should be to promote the combination of standardization and characteristics, refinement and humanization of tourism service. At present, due to overemphasis on the low threshold of tourism employment, the overall improvement of tourism service quality has been neglected to some extent. In the future, various measures should be taken to strengthen tourism training, so that the improvement of tourism service level will become the core driving force for the transformation and upgrading of tourism.

Five, the main ideas to promote the transformation and upgrading of tourism.

Promoting the transformation and upgrading of tourism is the fundamental task of tourism administrative departments at all levels in the future. At present, the imbalance of tourism development is very obvious, and overall development should be taken as the basic idea to promote the transformation and upgrading of tourism. While making overall plans, we should also highlight key points and strive to solve some new problems and contradictions related to the development of tourism.

First, when increasing tourism consumption, we should not only consider the stimulation of tourism demand, but also pay attention to the optimization of tourism consumption environment. For many years, tourism administrative departments have been accustomed to promoting the development of tourism by increasing and optimizing tourism supply. In this financial crisis, tourist vouchers have been launched in various places, which has played a positive role in stimulating consumption. More importantly, this is an active attempt by the tourism administrative department to promote tourism development from the demand. This needs to be carried forward in future work. However, we have to be soberly aware that the two most important factors affecting tourism demand are income and time. The increase of residents' income mainly depends on the overall level of economic development and the change of distribution mode; In terms of time, China people's holidays have reached the international upper-middle level, and the space for further holidays is limited. Although the tourism administrative department keeps calling for the implementation of paid vacation, it is difficult to predict how the progress will be. As for the idea of "tourism into the community", it should be mainly the market behavior of tourism enterprises, and the administrative department should not be too involved. In the case of a certain income and time, the extent to which potential tourism demand can be transformed into real tourism demand is closely related to the tourism consumption environment. A healthy tourism consumption environment is not only conducive to increasing tourism consumption, but also creates a good space for the transformation and upgrading of tourism. It is necessary and necessary for tourism administrative departments to make a big fuss about optimizing the tourism environment, both from the perspective of work functions and from the actual tourism consumption environment.

Second, in promoting balanced regional development, we should not only consider the needs of tourism development in economically developed areas, but also focus on helping tourism development in economically backward areas in the central and western regions. The current imbalance of regional development is not only a prominent problem in China's economic development, but also a prominent contradiction that affects the transformation and upgrading of China's tourism industry. Judging from the current development of China's tourism economy, the eastern region has basically possessed the endogenous growth ability because of its developed economy and relative development. Although the central and western regions are rich in tourism resources, the level of tourism development lags far behind the eastern regions. In the future, it is necessary to start from the national level and increase the support for the tourism economy in economically underdeveloped areas. At present, the state is helping the development of the central and western regions by supporting the "industrial transfer" from the east to the central and western regions. Similarly, the tourism administrative departments need to actively strive for the "transfer of tourists" from the east to the central and western regions, promote the development of tourism in the central and western regions, and then promote the development of service industries in the central and western regions. To a certain extent, this is also an ecological compensation for the ecologically fragile areas in the central and western regions by economically developed areas. We can consider price subsidies and other ways to increase the intensity of transporting tourists from the eastern region to the central and western regions rich in tourism resources. We can also learn from the practice of Beijing and other places to publicize Sichuan tourism on buses and other media for free after the Wenchuan earthquake, support the recovery and revitalization of Sichuan tourism, and increase the publicity of tourism image in underdeveloped areas in the central and western regions in the eastern region, thus narrowing the gap in regional tourism development to a certain extent.

Third, in coordinating the development of urban and rural tourism integration, we should not only support the upgrading of urban tourism, but also focus on developing rural tourism and small town tourism. Since the last century, nearly half of the cities have entered the ranks of excellent tourist cities in China through large-scale creation activities. This shows that the city's tourist reception facilities and tourist service level have been significantly improved. In the future, the focus of the tourism administrative department should be to further improve the city's tourism function, enhance the individuality and characteristics of urban tourism, and form a long-term mechanism to promote the further development of tourist cities by innovating the evaluation methods of tourist cities. In recent years, tourism in rural areas and small towns has developed rapidly and is becoming a new growth point of China tourism, especially domestic tourism. On the other hand, with the decline of a large number of township enterprises, the mode of promoting rural economic development with industrialization as the main way is not only restricted by the market, but also by the environment. Therefore, vigorously developing rural tourism is not only the need of tourism transformation and upgrading, but also the need of harmonious development of urban and rural economy in China. At present, with the gradual formation of leisure and holiday habits of urban residents, urban leisure and holiday belts with rural tourism and small town tourism as the main body are becoming a gathering place for new consumption of urban residents. However, compared with cities, villages and small towns, there is a big gap in tourism infrastructure and service level. Therefore, in the future, we should strengthen the guidance of rural and small town tourism, and promote the coordinated development of urban and rural tourism by improving the development level of rural and small town tourism.