The structural reform of tourism supply side should start with market demand.

Not long ago, at the 11th meeting of the Central Financial and Economic Leading Group, it was clearly put forward for the first time? Supply-side structural reform? , emphasizing the four major tasks of resolving overcapacity and reducing enterprise costs. Tourism and other industries are studying how to strengthen the supply-side structural reform. In many seminars on tourism development, there are also many discussions on supply-side reform, but the cut-in angle is mostly from the supply side. Under the market economy, the supply-side structural reform, especially the supply-side structural reform of tourism, should also proceed from the perspective of market demand.

The state attaches great importance to the development of tourism shopping and tourism commodities. In the Opinions of the State Council on Promoting Tourism Reform and Development (Guo Fa [XX]3 1), expanding tourism shopping consumption is listed as an important task. In "Several Opinions on Further Promoting Tourism Investment and Consumption" (Guo Ban Fa [XX] No.62) issued by the State Council in XX, it is proposed to implement the tourism consumption promotion plan and cultivate new consumption hotspots, and specifically put forward? Enrich and upgrade characteristic tourism products? Work deployment.

In the past few years, although the sales of tourism commodities have increased at a high speed, the proportion of tourism shopping income in the total tourism income has not increased, and even declined in some areas. No matter from the comparison of tourism shopping at home and abroad, or from the change of the proportion of tourism shopping income to total tourism income, we can see that there are problems in the supply side of tourism goods.

First, the narrow understanding of tourism commodities is still very common. Although the National Tourism Administration has displayed large-scale tourism commodities by holding activities such as China Tourism Commodities Fair, China Tourism Commodities Competition and China Tourism Commodities Selection, the development of tourism commodities in many areas is still limited to tourism souvenirs and tourism handicrafts.

On June/KOOC-0/65438+/KOOC-0/0, XX, with the support of the National Tourism Administration, we can see that although the selection activities divided tourism commodities into ten categories, including tourism handicrafts and souvenirs, some provinces (autonomous regions and municipalities) issued tourism commodities that were not really ten categories, but were divided into many categories, and they still insisted on tourism commodities.

Second, the concept of balanced development of tourism is lacking. For a long time, the development of tourism has been in an unbalanced state. From hotel construction, scenic spot construction and hotel management to the management of travel agencies and tour guides, we should also attach importance to the position of tourism shopping and tourism commodities in the development of China's tourism industry. At present, there is almost no publicity about tourism commodities in tourism advertisements of various media.

In many tourism forums and seminars all over the country, there are few traces of tourism commodities. Appoint the positions, personnel and responsibilities of local tourism authorities? Polishing? In China, especially in the use of tourism support funds, the problem of ignoring or even ignoring tourism shopping and tourism commodities is still very serious. Tourism shopping and tourism commodities can play a greater role in the local economy, but tourism management departments in some areas have no jobs and no people. Not to mention the importance attached by many other departments to tourism shopping and tourism commodities.

Third, the main energy of tourism development units is still on tourism products with constant income. Prefer to develop pure tourism products, and like to build scenic spots that rely on ticket income. In some areas, every step is a scenic spot, tickets are collected everywhere, toilets are also charged, and special tourism products are blank. Tourism shopping and tourism commodities, which should account for an important proportion of tourism revenue, are far from being valued by tourism development units.

Fourth, most manufacturing enterprises and commercial enterprises in society have no knowledge of tourism shopping and tourism commodities. They don't know what tourism products to develop, where to sell them and how to innovate. The advantages of enterprises are far from being brought into play. On the one hand, tourists have nothing to buy, and on the other hand, enterprises have overcapacity.

With the reversal of the tourism commodity market, and the national and local attention to tourism shopping and tourism commodities. In some areas, great changes will take place in the development market of tourism shopping and tourism commodities.

First, some areas where tourism, shopping and tourism commodities were backward in the past will develop at a high speed and emerge suddenly. In the recently concluded China featured tourism commodity selection, we have already seen the signs. Due to the great attention of the competent authorities, the understanding of large tourism commodities and the participation of local brand enterprises, some backward areas have achieved good results in the selection, which has attracted more attention from local enterprises.

However, the authorities in some areas still don't understand the concept of big tourism commodities, and the development of tourism shopping and tourism commodities still stays in words. Some areas don't even want to go through the formalities, and even if there are tourist commodities in this area that win prizes, they don't do any publicity. Whoever knows and pays attention to it will develop, and the expansion of tourism shopping and the brand building of tourism products will inevitably be divided.

Second, in more and more areas, the impact of tourism commodities on local economic development has increased. With the completion of the construction of hotels and scenic spots around the country. These constant incomes of the tourism industry will be difficult to improve, and tourism shopping and tourism commodities will be gradually valued as variable incomes of the tourism industry. Because of the wide range of tourism commodities, continuous influence, large number of employees and related consumption. Tourism shopping and tourism commodities will become new growth poles of economic development.

Third, more and more brand enterprises, large and small, have joined the production and sales chain of tourism commodities. As these enterprises gain profits in the tourism commodity market, it will drive more enterprises to join the tourism commodity industry and innovate tourism commodities. While making profits, enterprises enrich the tourism commodity market and give tourists more choices.