How is this industry in tourism real estate?

1. The development of tourism real estate in China

Tourism real estate is a relatively new concept in China. Its main business model, timeshare, was introduced to China by some real estate developers in the late 1990s. Their purpose is to promote their unsalable property. The entry of tourism into this field began when individual hotels joined the international exchange network. 1997, Hangzhou Hu Meng Resort, Beijing Jiuhua Mountain Villa and Beijing Yanyuan Resort are the first hotels in China to join RCI. By the end of 2000 1, there were 7 tourist hotels in China, including 3 in Beijing, 3 in Hainan and 3 in Yunnan, and 3 in Qingdao, Wuxi, Hangzhou, Zhuhai, Tianjin, Wuhan, Guilin and Shanghai. Three companies have joined II, located in Qingpu County, Shanghai, Guangzhou and Panyu District, Guangzhou. [6]

In recent years, quite a few tourist hotels and tourist groups have started to deal in tourism real estate products and explored the localization of tourism real estate in China in different ways. Among them: (1) Borrow the concept of timesharing, and develop single enterprises with similar products, such as Happy Holiday Hotel Beijing, with property-based hotels as the business model. (2) The business enterprise that joins the international timeshare exchange network by itself, its business model is in line with international standards, and the right to stay in the resort for one week every year is sold for 20-40 years. (3) Enterprises that independently develop timeshare networks are committed to the localization reform of timeshare products and design new operating modes suitable for China market, such as Huaxia Tourism and Lv Xin Online Holiday Company. (4) An enterprise integrating timeshare development and sales, such as Tianlun Holiday Company.

At the same time, the real estate industry also regards tourism real estate as a panacea to solve the problem of slow sales of real estate, and regards it as an important field of investment and development. It is understood that there are more than 100 domestic companies set foot in tourism real estate recently, including large enterprises such as Capital, HNA, CITIC and China Travel Service, as well as a large number of real estate investors, developers and tourism enterprises such as Zhujiang Real Estate, Hong Ren Group, Vanke Group, Wanda Group and Qingdao Huiquan Tourism. All developers are optimistic about China's future tourism real estate market. By the end of 2003, there were nearly 100 tourism real estate projects in Beijing, Shanghai, Dalian, Qingdao, Hainan, Guangdong, Fujian and Shenzhen, and a large number of tourism real estate projects such as Boao City in Hainan and Overseas Chinese Town in Shenzhen benefited from "holiday economy" and "conference economy". [8]

2. SWOT analysis of tourism real estate.

SWOT analysis is a widely used opportunity risk analysis method. S refers to advantages, w refers to disadvantages, o refers to opportunities and t refers to threats. [9] This paper will use SWOT analysis to analyze the development environment of China's tourism industry, find out the advantages and disadvantages of China's tourism industry, discover and determine the external opportunities and threats of tourism industry, and thus predict the prospects of China's tourism real estate.

(1) strength (advantage)

The market demand is strong. Francisco, Secretary General of the World Tourism Organization? In an interview with French newspaper le figaro, Ferranjali said: In the next 20 years, China will play an important role in the world tourism market, and by 2020, China will become the largest tourist country in the world. With the rapid development of China's economy and the maturity of national consumption concept, holiday and leisure tourism will gradually replace sightseeing tourism and become a popular tourism mode. It is predicted that within 3-5 years, China will form a certain scale holiday tourism market, and the formation and expansion of this market will bring strong market demand to tourism real estate.

Superior market supply. The overall supply of hotels in China exceeds demand. Due to the rapid growth, since 1998, the average room occupancy rate is less than 60%. On the other hand, the vacancy rate of commercial housing in China is high. According to the data of the National Bureau of Statistics, at the end of June 2004, the vacant area of commercial housing in China was 99.85 million square meters. [10] The overall supply of the hotel industry exceeds demand, and the high vacancy rate of domestic commercial housing is certainly not a good thing, but it has provided good supply conditions for tourism real estate. At the same time, because there are few investable fields in China and the available funds are relatively sufficient, it is not difficult to attract funds to actively seek investment projects in new investment fields with international successful precedents like tourism real estate, which will inevitably bring considerable supply.

(2) Weaknesses (disadvantages)

The concept is vague. Tourism real estate has just started in China, and both developers and consumers have more or less vague concepts. Many developers involved in this industry are vague about the concept of development, which also leads to the deviation in the implementation of tourism real estate's concept, making consumers lose interest in products gradually. Through the analysis of domestic consumer groups, many consumers buy tourism real estate products for the purpose of investment, but from the perspective of long-term market development, we should emphasize its essential significance as a holiday product.

The entry threshold is higher. The cost of developing tourism real estate is high. First of all, the location, planning, construction and integration of holiday resources need to invest a lot of manpower, financial resources and material resources, and then management, maintenance and brand building are a long-term process. The higher entry threshold discourages many enterprises interested in developing tourism real estate, which is not conducive to the healthy and sustainable development of the industry.

(3) Opportunities

China's economy has developed rapidly. At the beginning of the new century, China has entered a new era of building a well-off society in an all-round way, and people's living standards have improved. The sustained and rapid development of China's economy has provided greater development space for tourism real estate.

After China's entry into WTO, China's tourism industry has developed rapidly, and the country regards tourism as a new growth point. As a product of the combination of real estate and tourism, tourism real estate has obvious employment effect, growth effect, driving effect and sustainable effect. Because of this, Qian Qichen, Vice Premier of the State Council, pointed out in his speech at the National Tourism Work Conference on October 8, 2006 that "central cities can actively explore new tourism modes such as timesharing", [1 1] which created a good historical opportunity for the development of tourism real estate.

(4) threats

The lack of credibility leads to the risk of market image. Credibility supports the industry, and the lack of credibility will lead to the decline of the industry. Tourism real estate is still in the early stage of development, and the pace of system construction can't keep up with the development speed of tourism real estate. Driven by interests, the bad behavior of some businessmen has seriously affected the reputation of the industry.

The lack of human resources leads to systematic management risks. As a comprehensive industry, the development, operation and management of tourism real estate involve tourism, real estate, finance, information technology and other fields. This puts forward higher requirements for the comprehensive quality of system managers. Lack of managers with specialized skills will bring management risks.

3. Problems and countermeasures of tourism real estate.

At this stage, tourism real estate is still in its infancy, and there are mainly the following problems:

Demand for holidays is not strong recently. The supply and demand of tourism real estate is a complex system, which is closely related to Engel coefficient and urban GDP level. In 2003, China's per capita GDP exceeded $65,438+$0,000. According to international experience, the per capita GDP exceeded US$ 65,438+US$ 0,000, which was a period when the country's tourism demand expanded, but at that time it was mainly sightseeing. The threshold for the rapid growth of leisure demand is that the per capita GDP reaches 2000 US dollars, and then diversified demands and choices for leisure will be formed; Only when the per capita GDP reaches $3,000 will the demand for holidays generally appear. [12] Now, China's per capita GDP has just broken through the 1000 US dollar mark (in 2004, it was 1268 US dollars per capita), and opportunities in tourism real estate began to appear. Some people who get rich first have the desire, ability and demand to consume leisure and holiday products, but only a small part get rich first. At the same time, the "paid vacation system" has just started in China, and most people still rely on national legal holidays such as "May 1" and "Eleventh" to travel abroad. At present, domestic tourism demand is still the main demand. Therefore, tourism real estate, a product mainly used to satisfy leisure and holiday tourism, will face the risk of low demand at this stage.

The lack of system. In China, tourism real estate has just started, lacking the guidance and norms of special policies and regulations. Without these norms, the market will be chaotic. Some real estate developers are actually carrying out a new round of enclosure movement under the banner of developing tourism real estate. In the three rounds of inspection of the real estate industry, the joint inspection team of five ministries and commissions composed of relevant state departments found that "the phenomenon of real estate developers using the name of tourism planning projects did exist in the past"; When some operators carry out projects in tourism real estate, they disregard the future protection of consumers' rights and interests, and even take vicious profit-making measures such as fraudulent sales and illegal fund-raising. These behaviors disrupted the market, not only seriously hindered the cultivation of the tourism real estate market, but also prevented some powerful large enterprises from intentionally developing tourism real estate, which made tourism real estate, a very promising industry, once in trouble.

The domestic holiday network is not perfect. When developing tourism real estate products, domestic tourism real estate developers mostly ignore the follow-up operation and management. At present, no developer can establish a perfect holiday exchange network in strength. There are a large number of resorts, hotels and tourist hotels in China. However, due to the lack of alliance among developers, the holiday market is fragmented and the choice of holiday destinations is narrow, which greatly reduces the attractiveness of tourism real estate products.

As mentioned above, tourism real estate is facing many problems and challenges in the process of rapid development, which need the government, relevant enterprises and practitioners to properly respond to ensure the healthy and sustainable development of the industry. Generally speaking, we can make efforts in the following directions: First, we should carry out consumer guide and cultivate the consumer market. To strengthen the correct publicity and promotion of the concept of leisure and vacation, powerful enterprises should pay attention to brand building, promote the promotion of tourism real estate concept with brand effect, and cultivate the tourism real estate market. Second, carry out localization transformation. According to the objective situation of China market, reasonable product design is carried out. For example, in order to meet the needs of the domestic market, we can consider shortening the purchase period of timeshare and reducing the sales price accordingly. Third, strengthen the alliance, establish and improve the domestic timeshare network. Through the construction of holiday network, we can enhance the value of products, fully display the charm of interchangeability and meet the diversified needs of consumers. Fourth, improve the laws and regulations to protect consumers' rights and interests. On the one hand, the management department should formulate relevant laws and regulations to restrain the behavior of operators and protect the rights and interests of consumers, so that there are laws to follow when the rights and interests of consumers are violated; On the other hand, the industry can also establish a standardized industry self-discipline system through consultation. Establish an industry qualification certification system after the promulgation of laws and regulations to ensure the healthy and orderly development of the industry.

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I believe that leisure is the first engine of global economic development in the new millennium. By 20 15, developed countries will enter the "leisure era". In the next 20 years, the leisure industry based on tourism, entertainment and sports will enter various industries more quickly. The development of leisure industry will also provide more and more development space for tourism real estate industry. I believe that tourism real estate will have a very bright future!