What problems may be encountered in the development and innovation of tourist destinations? Tourism economics

These problems come down to three aspects: economy, society and ecology.

I. Economic issues

In the process of developing tourism in tourist destinations, economic problems are the primary problems. Developing tourism can not only provide employment opportunities for residents of tourist destinations and increase their income, but also increase the tax revenue of local governments. But at the same time, economic problems have also become a major constraint on the development of tourism.

(a) Lack of funds

Lack of funds restricts the development of tourist destinations. Many people think that the development of tourism has less investment and quick results. However, in order to develop tourist destinations well, it is necessary to improve infrastructure construction and promote sales, which requires certain financial guarantee, especially the follow-up investment. However, as far as the development of many tourist destinations is concerned, only focusing on the initial investment, the subsequent additions are often insufficient, which restricts the development of tourist destinations.

Economic leakage

Due to the limitation of funds, many tourist destinations have to rely on external forces to develop tourist destinations, which promotes the development of tourist destinations to a certain extent, but it is followed by a series of economic leakage problems. Professor Ouyang Runping and others (2007) believe that there are five kinds of economic leakage phenomena in the development of natural scenic spots:

"First, the leakage of the high-interest dividend-paying economy with foreign investors as the main interests; Second, the economic loss of wages and welfare of tourism professionals; Third, the tornado-like economic leakage with foreign operators as the main beneficiaries; Fourth, the loss of immoral economy with a few bad enterprises as the main beneficiaries; The fifth is the economic leakage caused by the disharmony of the community. "

(C) blind development, rough management

With the development of tourism, people's demand for tourist destinations is gradually expanding, but it is followed by blindly following the trend, mainly in development and management.

At present, the thoughts of some investment developers in China's tourist destinations are influenced by traditional ideas, and they think that their investment behavior is an enterprise economic behavior led by the government of the tourist destination. Tourism operators advance the start-up funds for the development of tourism resources first, and then receive tourists to obtain economic benefits. To this end, as soon as they find that one place has resources available, they follow the example of other places and invest blindly; In the development and operation, in order to save money, extensive operation is often adopted.

When the attractiveness of local resources weakens, it will shift the target and form a short-term investment of "shooting for a place". The lack of unified pre-planning leads to repeated construction of projects, waste of resources and duplication and simplification of tourism products. In addition, restricted by their own quality and limited management level, it also hinders the development of tourist destinations.

(D) Distribution of benefits

The distribution of benefits will have a great impact on the development of tourist destinations. However, the diversity of stakeholders in tourist destinations and the complexity of interest relations are intertwined, which brings many obstacles to the income distribution of tourist destinations and causes contradictions among stakeholders. If the interests of either party are not guaranteed, it will bring negative effects. Therefore, attention should be paid to the distribution of benefits when developing tourist destinations.

Second, social problems.

The prominent social problems in the development of tourist destinations mainly involve the cultural alienation of tourist destinations, the integrity of destination residents and the safety of tourist destinations.

Cultural alienation

With the development of tourism, a large number of tourists keep pouring into tourist destinations. As many tourist destinations are located in remote mountain villages, while tourists are pouring in, industrialization is brought into these areas, forming a phenomenon that industrial civilization and agricultural civilization are juxtaposed, and modern facilities are mixed with traditional scenery.

The original historical culture, folk culture and farming culture of tourist destinations have been strongly impacted. More and more residents of tourist destinations think that the income of tourism service industry is higher than that of agriculture, so they give up the long-standing farming civilization. In addition, influenced by foreign industrial civilization, many residents of tourist destinations will think that city people represent advanced culture and begin to imitate blindly, both in life and customs.

In order to attract tourists' attention, many ceremonies or performances held at a specific time and place have gradually been assimilated by foreign cultures or become folk performances on the stage, but they have lost their original local flavor.

(b) Lack of good faith

The culture of tourist destinations is alienated, the residents' ideology is impacted, and the original simple folk customs and simplicity are naturally provoked. The tourist destinations are filled with annoying commercial atmosphere, and the phenomena of asking for exorbitant prices, soliciting customers, slaughtering customers and bullying customers prevail, and the original integrity between people is gradually missing.

For example, Shangzhai in Langde, the southeast of Guizhou Province, was originally a quiet and harmonious Miao village with a unique national culture. However, with the development of tourism, the villagers' simple nature has almost disappeared. Being in it will make people feel lost. Anything that comes from their hands can be said to be all natural and homemade, but all this is contrary to the facts.

In addition, the problem of lack of honesty is not only manifested in villagers, but also can be seen everywhere in tourism enterprises. Therefore, people should pay attention to the lack of honesty in the development of tourist destinations.

(3) security issues

With the development of tourism, people pay more and more attention to tourism safety. Zheng (2003) thinks that tourism safety can be analyzed in broad sense and narrow sense. Tourism safety in a broad sense refers to all safety phenomena in tourism.

It includes not only the safety phenomena of all relevant subjects in tourism activities, but also the safety incidents related to tourism in human activities and the safety phenomena related to tourism in social phenomena. In a narrow sense, tourism safety refers to all safety phenomena of all relevant subjects in tourism activities.

It includes the safety phenomena in all aspects of tourism activities, as well as the safety phenomena involving people, equipment, environment and other related subjects in tourism activities; It includes not only the "superstructure" such as safety concept, consciousness cultivation, ideological construction and safety theory in tourism activities, but also the "material basis" such as safety prevention, control, guarantee and management in tourism activities.

For the development of tourist destinations, ensuring the property and personal safety of tourists is the premise of the development of tourist destinations, and security issues restrict the development of tourist destinations.

Third, ecological problems.

The ecological problems in the development of tourist destinations mainly involve the destruction of the ecological environment of the destination and the awareness of ecological environment protection.

(A) the ecological environment has been destroyed

With the increasing phenomenon of "urbanization" in tourism, the ecological environment damage caused by tourism development is becoming more and more serious, and the original natural ecological characteristics of tourist destinations are gradually disappearing. Deforestation caused by blind development has seriously damaged the ecological environment of tourist destinations.

In addition, with a large number of tourists pouring into tourist destinations, domestic garbage can be seen everywhere. Due to the limited infrastructure in the tourist destination, these garbage can not be properly and timely treated, and the ecological environment of the tourist destination has also been seriously damaged. If we can't find a suitable solution, this situation will become more and more serious with the development of tourism.

(B) weak awareness of ecological and environmental protection

Consciousness can react to people's activities and play a guiding role. Due to the influence of their own cultural quality, some tourism operators, governments, tourists and other tourist destinations have weak ecological environment awareness, which will adversely affect their development activities. As far as tourism operators are concerned, because of their strong sense of small farmers, they only pay attention to immediate interests and ignore long-term interests.

Driven by interests, blind development, indiscriminate occupation of cultivated land, deforestation and excessive commercial operation make the development of tourist destinations destructive, which is a short-term behavior of sacrificing ecological environment in exchange for economic benefits. As far as the government is concerned, it is mainly manifested in the system of resource protection and environmental protection.

It makes the development of tourist destinations impossible to follow, which will inevitably lead to the destruction of the ecological environment. For tourists, the lack of eco-environmental awareness will naturally damage the rural ecological environment.

Extended data

The innovation of tourism destination marketing strategy has brought new efficiency, new experience, new model and new challenges, which are embodied in:

First of all, virtual technology has opened a new experience of tourism destination marketing.

On the one hand, VR, AR and other information technologies have broken through the traditional forms of information, such as words, pictures and videos, enriched the information in the spatial dimension, and broken through the limitations of time and space, so that tourists can not only see all the details of the scenic spots, but also see the tourism resources that are not open to the outside world or open irregularly, provide more in-depth explanations and multi-directional displays of the scenic spots, combine reality with reality, increase the sense of presence, realize the function of "experience first and then buy", and effectively optimize users' travel before departure.

On the other hand, VR, AR and other virtual technologies have achieved high-precision vividness and interactivity, greatly enhanced the breadth and depth of consumers' perception, enhanced their positive attitude and emotion towards tourist destination cities, awakened the excitement and prompted tourists to pay for the unexpected experience.

Second, the whole industry chain cooperates to create a joint marketing model for destinations.

Cooperative marketing of the whole industry chain and joint marketing of destinations refer to the cooperation of multiple stakeholders in destination marketing and promotion. The main body of joint marketing is not limited to different tourist destinations, but also includes different departments of the same tourist destination, upstream and downstream supply chain links of tourist destinations, and online and offline field activities of media.

Tourism destinations can establish cooperative marketing relations with many enterprises in the industrial chain or even outside the industrial chain according to actual needs, involving different industries, regions and platforms.

Thirdly, film and television marketing constructs destination perception and emotional memory.

Film and television marketing of tourist destinations is a new type of marketing, which uses the production place, environment, process and festival activities of film and television to push tourist destinations to the market through marketing planning and publicity, so as to meet the tourism demand and make the interests of tourist destinations consistent. Movie stars, places, or themes that can express movie elements can lure a certain audience. And some inconspicuous or unattractive scenes may also have unexpected effects.

Fourth, video and content marketing enhance the emotional image of the destination.

The popular understanding of content marketing is "telling stories". The design and development of high-quality stories is the core of tourism content marketing. In the diversified, fragmented and audio-visual network era, short video has opened up a new model of tourism product marketing. Young users are very willing to "buy" short videos with both content portal and social genes. Short video platforms, such as Tik Tok and Aauto Quicker, have also become one of the most frequently used words on online travel platforms.

Driven by original content, sharing short videos during travel has become the new normal of tourism. Short videos that have been imitated or re-created, with the independent participation of consumers, have been viral. Using hot topics and platforms, we can get susceptible people through precise marketing, find their concerns, and enhance tourists' emotional demands and loyalty.

Fifth, precision marketing can improve the destination marketing effect and conversion rate.

Precision marketing is based on accurate positioning, relying on modern information technology to establish a personalized customer communication service system and realize measurable low-cost expansion in Zhang Zhilu, which is one of the core concepts in online marketing attitude.

Based on accurate positioning and communication, only by designing, manufacturing and providing personalized products and services for different consumers and consumption needs, and communicating with tourists in a personalized way, can the needs of tourists be realized with low investment and high efficiency.

Personalized products and services are customized to some extent. By providing personalized products and services to tourists, we can save tourists' time, energy and physical strength in the purchase process, improve tourists' satisfaction, and thus improve the delivered value of tourists.

Sixth, experiential marketing deepens the composition of destination elements and industrial combination.

Tourism experience marketing refers to a new marketing activity that a tourist destination plans a marketing activity with a specific atmosphere according to the characteristics of tourists' emotional needs and the attributes of tourism products and services, so that tourists can participate in it, get a beautiful and profound experience and meet their emotional needs, thus expanding the sales of tourism products and services.