How to do tourism planning?

Tourism planning case 2: Kunming tourism planning scheme

Xiong daxun/Wen

The tourism position of Kunming in China is very prominent, but since the World Expo 1999, Kunming has changed from a tourist destination to a tourist transit station. People get off the plane in Kunming, immediately turn to Shilin, and then go straight to Lijiang, Dali. Kunming has changed from an original tourist destination to an unbearable place.

In order to change this situation, on June 5438+ 10, 2004, I formulated the "Kunming Tourism Overall Strategic Plan" for Kunming, and reported it to the municipal government. This plan was fully implemented at Kunming International Tourism Festival in 2006. That is to upgrade "Kunming is spring every day" to "Kunming is spring every day" and "Kunming is a tourism festival every day". Turn the superficial "spring tour" into a rich "Spring Festival" experience tour, and make Kunming the first carnival capital in China. Officially put into operation in 2006, Kunming International Tourism Festival became a carnival tourism festival.

Why do you want this transformation? Based on my three points:

The first is the endless way of traveling.

Since ancient times, there is only one way to travel in China that never ends, and it has gathered the largest number of people and the most considerable economic benefits, that is, temple fairs and lantern festivals. For thousands of years, this form of tourism has been continued and carried forward. A few years ago, the Miyun Lantern Festival in Beijing had an accident because of a sea of people, and the world-famous pilgrimage to Mecca, which gathered millions of people every time, was the best witness.

The second is that the weather is not as good as the geographical position, and the geographical position is not as good as people.

Tourism In an era when people's income level is not high, people have no ability to play around and can only "go straight to the theme", so miniature landscapes and theme parks are popular all over the country. This is the first stage. At this stage, the weather played a great role, and the places that took the lead in developing miniature landscapes and theme parks made a windfall. The second stage is sightseeing, where you can enjoy the flowers. With the increase of income level, people can travel around. At this time, the geographical location of famous mountains and rivers began to work. The third stage is the stage of leisure and experience tourism, which can be "sensual and sensual". At this stage, places that can make Qi Xin work together, conform to human nature, experience human feelings and gather popularity have become hot spots, such as Shanghai New World and Lijiang, Yunnan.

Third, it is better to "have fun" than "have fun"

From the perspective of tourism income, the ticket income of sightseeing is far less than that of eating, drinking and having fun. To put it another way, sightseeing is not as good as leisure experience, and famous mountains and rivers are not as good as street fairs and temple fairs.

We built theme parks in the Expo Park and ethnic villages, and took sightseeing tours in Xishan and Shilin. Finally, with fewer and fewer chariots and horses at her door, Kunming is lawless and has no geographical location. This is a bad thing, but it may also be a good thing, because human harmony is the greatest benefit. Can Kunming be an article on human harmony? Can you look at Kunming with the third eye and explore the greatest needs of mankind? How does Kunming build a never-ending tourist temple fair?

Let me give you an example. There are 26 ethnic minorities in Yunnan, which are distributed in various states. These places are equivalent to villages and villages. One Yunnan is equivalent to several European countries, so it is very difficult to visit all these villages. Therefore, Yunnan tourism market needs a big market, which is called "street" in the words of Yunnan people. Let tourists come directly to this big market without going to various prefectures, and see the customs, songs and dances and cultures of 26 ethnic minorities at one time. Moreover, the market must be a bustling scene.

Who will play this role? Of course, Kunming is the most suitable place. According to this concept, the cultural customs of 26 ethnic groups in Yunnan, the eighteen eccentrics in Yunnan and other resources are put into this package, and the streets and alleys of Kunming are filled with the Spring Festival atmosphere with song and dance performances, float parades, band performances and tourists' participation. Create the facade of Kunming tourism, a street of Yunnan tourism and a bustling city of China tourism!

After such planning, tourists will find that the city is a sea of national revelry when they get off the plane. There are Rio de Janeiro in Brazil, Nice in France, Venice and Milan in Italy, Cologne in Germany and Gaddis in Spain. But none of the cities in China have this position. Creating "Every day in Kunming is the Spring Festival" and "Every day is a tourism festival" will definitely make Kunming an unprecedented carnival capital of China, and only Kunming has it in the country.

But it costs a lot of money. Can you think of a way to save money or even spend no money? Well, there are two conditions for this. First, because Kunming is a regional international tourism exhibition city, the information released here can be radiated to the whole country and even the whole world. Second, Kunming people, commonly known as "insects", have strong tourism consumption capacity and are the main consumer groups of Yunnan tourist attractions.

Therefore, through the provincial government, let local governments in Yunnan pay their own money to show their national culture, customs, songs and dances and natural scenery in Kunming every year, and set a theme every month and week to hold exhibition activities in the pedestrian streets and squares of Kunming, such as Xishuangbanna Cultural Week this month, Lijiang Cultural Week next month and Dali Cultural Week next month. All the provinces and States take turns to play all the year round, singing and dancing.

All regions and states show their charming culture and attract tourists to spend. Kunming has become a carnival capital without spending a penny! Spend money from Dizhou to Kunming to handle affairs. Both sides have their own place, mutual benefit, and it is also a commercial magic.

This plan was officially implemented by the Kunming Municipal Government at the 2006 Kunming International Tourism Festival. As far as I know, Dehong Prefecture in Yunnan Province spent 3 million yuan a week in Kunming. The media reports of "Every Day is a Tourism Festival" and "Experience Kunming Carnival" are endless!

And the next year, in 2007, the Carnival Tourism Festival invited literary and art teams from six ASEAN countries to participate for the first time, which further enriched the image positioning of "Carnival Kunming" and made a step forward from the carnival capital of China to the carnival capital of Asia.

This brand-new tourism form and city image orientation we planned has had a great impact on Kunming tourism! "Every day is a tourism festival" in Kunming International Tourism Festival in 2006 is a brand-new practice, which was recognized by the Yunnan provincial government as the starting point and symbol of the second venture of Yunnan tourism.

On February 4th, 2006, Kunming Metropolitan Times reported that "in 2006, the number of domestic tourists staying overnight in Kunming increased to more than 20 million, an increase of 15% over last year! That is, the number of domestic tourists has increased by 3 million, which is the biggest growth in Kunming after the 1999 World Expo. And the cost is much lower than the World Expo, less than one tenth of it. And its influence and sustainability far exceed the Expo.

This is the power of planning. I often say that I am not a planner. I am an investor just like my boss, except that my boss is making tangible investment, and I am making intangible investment, that is, injecting ideas and concepts into the project, revitalizing and upgrading the project assets. The boss and the government invest a lot of money in tangible investment, but without good intangible investment, it is useless to invest billions! With intangible investment, Si Liang Bao is worth thousands of dollars.

Besides planning the Kunming Tourism Festival and the new image of Kunming, we also planned the third color of China-room color! At the same time, it solves the two major problems of high vacancy rate of Kunming real estate and tourists can't stay.

The way of operation is to tear down the house and sell it. A set of 200,000 houses, divided into 100, becomes 2000 copies. Then design a tourism product, which includes a bonus of 100 yuan. You only need to consume this tourism product once, and you will have a chance to win a house of 200,000. The winning probability is one in two thousand, far exceeding the sports lottery and lottery. The operation is as follows:

1. Design a snack in Kunming, 200 yuan, because the essence of a city's culture is hidden in small streets and snacks.

2. In the cost design, 65,438+000 yuan in 200 yuan was used to taste snacks & gt (similar to>) books. 100 yuan can eat 10 kinds of representative delicious snacks, and at the same time, you can get a beautiful Kunming cowhide book petty bourgeoisie reader (the price is set at 20 yuan, if you buy a large number of tourism bureaus, you may only need about 13 yuan).

In this book, there will be a road map of Kunming snacks. If Kunming has 100 snack bars distributed in the streets. We can divide it into 10 lines, and each line has 10 stores. Every tourist with a reader can look for 10 snack bars with a tourist meal voucher according to the road map shown in the book (it is meaningful to eat 10 snacks in 80 yuan). Doing so can not only divert many tourists, but also make everyone have a different experience every time!

4, 200 yuan said big, said small not small. The key is when and where to spend it. People who come to Kunming will spend 600 yuan on air tickets to 700 yuan, and then they have already spent thousands of dollars in the budget. In this case, if we spend 200 yuan again, we can experience the charming charm of this city in a deeper level than before, and have the chance to win the grand prize of 200,000 yuan to buy a house in the most livable city. Spending this 200 yuan here and now may just be similar to our usual mentality of spending 20 yuan. This 200 yuan is worth it:

First, you can go deep into the most attractive corner of Kunming and experience the beauty of Kunming;

Second, you can get a petty bourgeoisie reader worth remembering forever. You can refer to the photos you took in the old snack bar and the photos and scenes in the reader, and remember them for life;

Third, it is possible to get a house of 200,000 yuan in the most suitable city for human habitation.

There is a key link here, with which the whole scheme can be realized. This is that the price in Kunming is cheap, far lower than that in developed cities. So spending 100 yuan to eat something will definitely make tourists in these developed cities feel 200 yuan. And tourists will also have the psychological guarantee of spending more in the tourist area. Therefore, it can be well executed!

5. The remaining 100 yuan is the above-mentioned "lottery ticket" for commercial housing in Kunming, which means this 100 yuan is used to buy a house. An out-of-town tourist spends 200 yuan money to "walk the streets and eat Kunming" as never before, and at the same time has the opportunity to get a house worth 200,000 yuan in the most livable city. Why not?

6. Yunnan has more than 50 million tourists a year, and we only count them as one tenth. In other words, if only 5 million people are willing to participate in this project, we will also get 500 million yuan of funds, which can digest 2500 houses a year. Every time the Tourism Bureau sells such a tourism product, it can take out 100 yuan from 200 yuan to buy a house of a real estate company, and it can buy 2,500 sets a year. You don't have to hand over the house to the Tourism Bureau first, but you can buy as many houses as you want, which will not affect the normal operation of the real estate company. Every 200 yuan has a house payment of 100 yuan, and a house comes with 2000 copies of tourism products, which is equivalent to selling a house of 200,000 yuan into 2000 copies. So the house is as fast as delivery!

7. In order to avoid the risk of a long period of examination and approval of house color declaration, we have designed a transitional technique called "stock drawing", that is, after the successful bidder obtains the property right of the commercial house, he does not take cash or kind, but shares in the travel agency with the property right of the house.

As we all know, the most important thing in the operation of property apartments is a stable source of tourists. Travel agencies specialize in the organization of tourist sources, and have unique resource advantages.

Choose several powerful travel agencies to form several companies, specializing in the commercial housing that won the bid. The successful bidder will share the shares with property rights and enjoy the rental return and timeshare right of timeshare. Every year, the owner has the right to take a vacation for nearly one month. No matter whether he comes in person or visits relatives and friends, he will inevitably bring countless repeat customers to Kunming tourism and successfully realize the goal of changing the transit destination to improve quality and efficiency!

Travel agencies guide tourists to spend their holidays in property apartments and pay the proceeds to property owners as installments. Travel agencies acquire property rights and own their own property through the form of "renting instead of buying", and recover their equity after paying all the house price within several years. Winners can also get cash back faster than mortgage repayment, and at the same time, they can continue to enjoy the benefits of timeshare in the original housing industry after the completion of "selling by rent".

In this way, it has formed a kind of commercial magic, moving harmoniously, and the three parties win!

First of all, the real estate chamber of commerce will issue its own products directly through stock drawing (lottery), which can harvest cash more quickly than mortgage purchase or installment payment.

Secondly, for travel agencies, it is easier than the routine operation of golf property apartments. The object of this installment payment is the winning consumer. They buy back by renting instead of buying, and the operating pressure is much smaller than that of directly facing developers, and the operating consumption is also much wider.

Thirdly, the income of tourists after obtaining property-based real estate is more secure through the operation of travel agencies, which further increases the possibility of traveling to Kunming again for consumption.

Fourth, urban tourism can operate at a deeper level.

Fifthly, through two ingenious modes of room lottery and stock lottery, a chain set is formed, which ensures the legitimacy of activities and the sustainable development of property apartments.

Sixthly, what's more exciting is that when the whole model works, it will form a big cycle of benign operation-the tourism bureau and real estate developers cooperate to design the stock drawing model, and tourism and real estate are grafted on a trading platform. After the winner obtains the property right, he will enter another mode of operation.

That is to say, you can buy shares in a company managed by a travel agency and enjoy a stable income. The travel agency relies on its own tourist advantages to operate property-based apartments to rent instead of buy and realize income. The premise is that they must carry out in-depth management of customers and tourism connotation. In this way, it is necessary to enhance the interest of tourists and increase the attraction of tourist destinations through various measures. Therefore, tourists are more willing to participate in this activity, not only to enjoy the fun of traveling, but also to get the unexpected joy of investment income. Isn't it beautiful?

Through the virtuous circle of the latter mode, the orderly operation of the former mode can be promoted. Further deepen real estate development, and at the same time make urban tourism enter a deep and efficient stage. So as to enter another powerful power circulation system.

Even better, the "house lottery" I designed is different from sports lottery and lottery. "House lottery" has commodities to trade and a market to buy and sell, while sports lottery and lottery are short-selling in the air and playing karate in Qian Shengqian. It has a sense of original sin within the scope of social morality, which is extremely inflammatory and uncontrollable. This is why the profit model of lottery is restricted by the government.

The "room color" varies greatly. Once successfully issued, it will not only effectively digest the backlog of commercial housing across the country, but more importantly, it will directly become an important means for the country to macro-control the economy.

It is an indisputable fact that China's economy is overheated at this stage, and the real estate bubble, which is mainly driven by bank loans, has prompted the state to use financial leverage to make a series of adjustments. However, this kind of macro-control is risky. If it is not properly operated, it will inhibit the enthusiasm of investment and consumption, form a serious injury, and cause a new round of economic downturn and start-up difficulties.

In August 2005, Guangxi Real Estate Association called me and got my consent. Now it is being implemented in Nanning.