Types of New Business Forms of Travel Agencies in China

(A) the rapid development of industrial tourism

1, background

Industrial tourism first appeared in some early industrialized countries in Europe and America, and started in 1950s and 1960s. During this period, the new thinking and lifestyle subverted traditional technology and production, combined with the general "nostalgia" psychology, forming a special social trend of thought and movement characterized by "nostalgia", and its market characteristics showed a series of new tourism needs.

Up to now, all kinds of industrial enterprises carrying out industrial tourism activities have spread all over 29 provinces (autonomous regions and municipalities), and the total number of industrial tourism demonstration sites in China has reached 27/kloc-0, covering all kinds of industrial production fields from traditional handicrafts and ethnic industries to modern production and high technology.

2. Representative

(1) Industrial tourism projects developed on the basis of major national construction projects are often symbolic and symbolic national symbols, representing the national image and national spirit. Shougang, Baosteel, Daqing Oilfield, Shenhua Coal Mine, Gezhouba, Xiaolangdi and Three Gorges Project are all industrial tourism products of this type.

(2) Industrial tourism projects based on modern industrial production and development. Modern industrial product manufacturing, combined with the corporate culture atmosphere of modern industrial enterprises, has formed a unique tourism attraction and marketing. Qingdao Haier, Shanghai GM, Guangzhou Honda and Beijing Hyundai are typical industrial tourism projects.

(3) Industrial tourism projects that rely on the production and development of finished products closely related to daily consumption. Tsingtao Brewery, Kweichow Moutai and the former residence of Blue Ocean are all listed as national industrial tourism demonstration sites.

(4) Industrial tourism projects developed by relying on industries with ethnic characteristics and handicrafts. China has a long history and a long civilization. Industries and handicrafts with ethnic characteristics, as carriers and symbols for inheriting the spiritual and cultural characteristics of the Chinese nation, have special significance and value. Nanjing Yunjin and Jingdezhen Ceramics are outstanding representatives among them.

(B) Cultural tourism is in the ascendant

1, background

The 18th National Congress of the Communist Party of China put forward that "Chinese culture has a greater pace of going abroad and the foundation of building a strong socialist cultural country is more solid", which are all important opportunities for the development of cultural tourism, and China's cultural tourism is about to usher in a golden period of development.

With the simultaneous advancement of socialist material civilization construction and spiritual civilization construction, people's lives pay more attention to spiritual enjoyment, and the demand for culture increases, which leads to the emergence and rapid development of cultural tourism.

2. Representative

(1) Theme Park

Shenzhen's "ethnic culture village", "Happy Valley" and various "film and television bases", Beijing's "Happy Valley" Atlantis adventure, Nordic fjord, Dongba mysterious culture, Maya adventure and a number of original scenic spots have also begun to attract the attention of contemporary youth.

(2) Cultural performances

The early "splendid china" had a large-scale performance of China cultural epic, which was still very attractive. At present, the most famous is Zhang Yimou's "Impression Series" large-scale live Quyi performances, such as Impression Liu Sanjie, Impression Lijiang River, Impression West Lake and Impression Hainan Island, which have successfully formed a series of cultural tourism brands with ecological scenes. Other live performances include The Song of Eternal Sorrow by Huaqingchi, Music and Dance by Datang, Legend of Song by Hangzhou, Soul of Ceremony by Zigui, Hubei, Dream of Three Gorges by Three Gorges, large-scale stage singing and dancing in Wuhan, local Miao rhyme in Zhangjiajie and Zen Shaolin music ceremony in Henan. More than 50 programs1are showing the splendor of Chinese culture in cultural tourism in various places, such as green water and green mountains in Anhui, colorful Guizhou customs and elegant love in Tibet.

(C) experience the deepening of leisure tourism

1, background

With the increase of people's travel frequency, the accumulation of travel experience and the popularization of information technology, various new leisure travel modes such as self-help tour and RV tour emerge one after another. Tourists' travel mode has changed from "visiting" to "experiencing".

2. Representative

At present, the leisure experience tourism products mainly developed in China include theme parks, farmhouse music, industrial leisure tourism, sports leisure tourism, characteristic leisure tourism, shopping leisure tourism and other forms. At the same time, the design of leisure tourism products basically meets the needs of high, medium and low-end consumer markets. Generally speaking, China's leisure tourism products are showing a colorful and endless diversified development trend.

With the rapid development of the Internet, online travel business has rapidly penetrated. Hotels and air tickets are the first categories of tourism products to go online. In addition, tourism products, car rental, scenic spot tickets, visas and other products have entered the process of rapid online. The operating entities of these businesses have made many tourism service agencies that did not belong to the category of travel agencies in the past enter the category of tourism service industry. The business of traditional travel agencies has been eroded by emerging industry entities, and the extension of travel agencies is experiencing a historical stage of passive expansion.

In the past, travel agencies were commercial entities developed to meet the requirements of foreign reception in an environment where the whole society relied on the system and reception facilities were not perfect. Since the new century, with the rise of national tourism consumption demand, people's consumption demand and social convenience have changed greatly, and we are still using traditional methods to deal with the changing market. This commercial disconnect is manifested in the general panic of travel agencies when dealing with the market. The technological progress represented by big data and mobile terminals, as well as the changes in the values and consumer demand of the younger generation, have greatly intensified the changes in the travel agency market. Subject to sunk costs and lagging government industry supervision, traditional travel agencies not only failed to seize the opportunity of change, but actually increased their dependence on the existing forms of travel agencies. Emerging online travel market participants not only meet the new market stock, but also further squeeze out the stock of traditional travel agencies. The depression of traditional travel agency business and the continuous market erosion process of online travel market players have caused widespread anxiety in the travel agency industry.

Facing the third industrial revolution, tourism, as a typical information-intensive and information-dependent industry, has natural adaptability to e-commerce. The internet revolution has spawned a large number of new tourism formats and reconstructed the industrial chain of tourism. A new type of tourism e-commerce company began to become an important operator of travel agency business. From the perspective of market development, online travel operators such as Ctrip are growing rapidly, while online travel providers and platforms such as Qunar, Xinxin Travel Network, Tongcheng.com, Yilong, Mama Donkey and Tuniu are also developing rapidly, and their business growth rate is significantly higher than that of many traditional outbound travel teams. On the other hand, Baidu, Taobao, China Airlines and even large domestic and foreign enterprise groups such as Priceline and Expedia have entered the domestic online travel market through various channels.

Historical development has proved that the travel agency industry is not only a form of travel agency, but the form change of travel agency is determined by the foundation of travel agency industry. The steady growth of the basic stock of tourism demand, the personalized consumption pattern of consumers and the innovation of business model brought by technological progress have pointed out the direction for the future development of travel agencies, especially in the context that tourism service industry is positioned as a national strategy and tourism has become the carrier of people's well-off life, the travel agency industry has ushered in a historical opportunity period of development and change.

In the process of market innovation, organizational innovation, management innovation, technological innovation and service innovation again and again, travel agencies have grown and developed with the expansion of the service boundary of travel agencies. Those tourism enterprises that really focus on meeting the core demands of tourists in the process of tourism, can adapt to market changes and have market development significance are the core of sustainable vitality of tourism enterprises.