New opportunities for exploring the development of cultural tourism

【Expert Learning】

The new coronary pneumonia's epidemic has a comprehensive and profound impact on economic development and social life. As a tourism industry relying on people's mobility consumption, the impact is more direct and significant. The epidemic is repeated, bringing many changes and challenges to the supply side and demand of the tourism industry. From the perspective of the supply side, after more than two years of baptism, related companies and practitioners are facing heavy dilemma and are constantly trying to break through. On the one hand, many tourism companies are in demand interruption, business stopping, financial difficulties, business losses, and personnel loss. Market entities, investors and practitioners are not optimistic about the judgment of the industry's development prospects. On the other hand, many tourism companies try to find new development opportunities through sinking markets, business transformation, innovative services, live broadcasts, cross -border integration, digitalization and other methods. From the perspective of demand, the epidemic has repeatedly led to the unstable employment of residents and the foundation of income. In this context, the consumption power, consumption confidence, travel method and travel preferences of urban and rural residents have also changed significantly: travel consumption expectations are affected; after long -distance travel is limited, short -distance local and surrounding tourism are more common. Micro -travel and micro -leave, represented by camping, have become trend; people's awareness of risk when traveling has generally increased, and emergency measures and refund policies have higher requirements.

The refinement and breakouts experienced by the tourism industry in the epidemic will also reshape the industry to a certain extent through the interaction between "demand change -supply adjustment -policy guarantee".

From the perspective of changes in demand, since the outbreak, people's travel purpose, travel methods, travel distance and travel habits have undergone significant changes. In terms of travel, the open natural environment can avoid the gathering of the crowd. After the home isolation, people are more longing for the natural environment. Therefore, it is the first choice to get close to nature and feel the landscape. In terms of travel methods, family tours, small group tours, and custom tourism are more popular, and the team that has shrunk year by year before the epidemic is getting cold. In terms of travel distance, long -distance travel is restricted, and short -distance local travel, surrounding tourism, micro -tourism, and micro -leaves have become trend. People who cannot go to the world from afar are beginning to find the beauty around them. In terms of travel decisions, most people have planned planning and reservations in advance, and the affected by the epidemic is more inclined to temporarily decide. The choice of travel time, place and project is more flexible and variably. In terms of travel concerns, people's awareness of tourism risks generally increases, and pays more attention to the health prevention status of destinations and tourism facilities, emergency measures, refund policies, tourism insurance, passenger early warning and guidance measures.

From the perspective of supply adjustment, in order to adapt to the above changes in and guide the tourism needs, the product structure, industrial chain, supply model, format combination, investment structure, and service methods of the tourism industry all have a lot of innovative space. For tourism companies in different types and regions, facing the choice of whether they need and how to shift from heavy asset models to light asset models, you need to think about how to develop various low -density, high -quality products and marketing through new media. You need to consider how to consider how to consider how to consider how To better meet the tourism needs of the "Gen Z generation", you need to study how to work together with your destination to ensure the security of tourists' full itinerary and full chain. It is necessary to constantly discover new travel needs, cultivate new leisure markets, attract and use professional services to attract and use professional services to attract and attract and use professional services Meet people's needs for a better life.

It is foreseeable that in a certain period of time, the prevention and control of the epidemic is still an important background for tourism development. In the "Fourteenth Five -Year Plan" tourism development plan released earlier this year, as many as 33 words "epidemic" are mentioned, it is required that all aspects of the tourism industry and various fields must meet the prevention and control requirements of the epidemic. Therefore, tourism enterprises and destinations also need to accelerate the development of smart tourism characterized by digital, network, and intelligence, accelerate the promotion of online reservations, time reservations, electronic tickets, traffic monitoring and monitoring, non -contact services, smart guides,, smart guides,, smart guides, smart guides, smart guides, smart guides, smart guides, smart guides, smart guides, and smart guides, smart guides, and smart guides, smart guides, smart guides, and smart guides, smart guides, and smart guides, smart guides, smart guides, and smart guides, smart guides, and smart guides, smart guides, and intelligent guides, smart guides, and intelligent guides, smart guides, and intelligent guides, smart guides, and intelligent guides, and smart guides, smart guides, and smart guides. Applications of license plate recognition, self -service payment, etc.

From the perspective of policy guarantee, in the face of the impact of the epidemic and the dilemma of tourism, government departments at all levels have launched various rescue policies, which are based on funding support, financial credit, tax reduction and exemption, social security, stable employment and other aspects. Relevant industry enterprises have given support and continuously adjust the "cross -provincial tour" melting mechanism according to the development of the epidemic.

In the future, according to the trend of the epidemic and the long -term and comprehensive influence of its formed, to do a good job of guidance expectations, stimulus demand, optimizing supply, and improvement of policies.例如，要科学研判国际旅游市场开放的趋势，根据我国疫情防控需要做好相关政策储备；要在现有行业扶持政策基础上，对其实际效果进行科学评估，并根据不同细分行业、不同The actual situation of type enterprises formulates more targeted support policies. Under possible circumstances, realize "one industry and one policy"; we must attach great importance to the problem of stable employment in the tourism industry and leave the most valuable manpower for the development of tourism industry. Resources; pay attention to investment issues in the tourism sector, avoid or prevent tourism from the end of construction projects; scientifically guide the investment mergers and acquisitions and reorganizations of the tourism industry, maintain the industrial ecosystem and realize industrial chain collaboration; improve the cultural and tourism statistics system , Make full use of the opportunity of the epidemic, reform and improve the existing statistical system, and use big data applications and data mining technology to improve the travel statistics method; pay attention to the impact of the epidemic on the income and consumption of urban and rural residents, and do a good job of structural reform of the tourism supply side. At the same time, strengthen demand -side management; to tap the potential for tourism consumption growth in the central and western regions and rural residents, regions with conditions to implement rural residents' tourism consumption multiplication plans, and adopt consumer credit, subsidies, and rewards to encourage rural residents to travel; Optimize the tourism and consumption environment, improve the public services of tourism, and guide the industry to open up the blockage of tourism and consumption. Although the epidemic is still constantly restricting the tourism industry, from the perspective of its future development, national policy support, economic stability development, industrial planning landing, widespread application of science and technology, and upgrading of consumer structures jointly build the beauty of tourism together prospect. We look forward to and firmly believe that the tourism industry, which lasted more than forty years, has taken this road of storms, from form to connotation, from appearance to logic. Stable and far away.

(Author: Song Rui, the director of the Tourism Research Center of the Chinese Academy of Social Sciences)

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