Thinking about the high -quality development of Tibetan tourism industry in Tibet

Shannan Tourism is an important part of Tibet Tourism and an important element of public brands in the "third pole of the world" in Tibet. It has the deep potential and comparative advantages of creating the Tibet Tourism Center. From the perspective of regional positions, Shannan City is located in the middle and lower reaches of the Yarlung Tibetan River south of the Qingdang Tang Gulashan River in the Qinghai -Tibet Plateau. The second mainland India and Bhutan borders the borders of the regional transportation centers, as well as the advantages of the Qinghai -Tibet Plateau and the national border geographical structure. From the perspective of cultural heritage, Shannan has the reputation of "the source of Tibetan culture and the ancestors of the Tibetan nation". The cultural heritage is deep. It is the birthplace of Tibetan ancient civilization and abundant tourism resources. It is an indispensable resource composition of Tibet tourism. Generally speaking, Shannan Tourism has become an indispensable and important sector in the new pattern of Tibet's new period of "one heart, two zones, three districts and four rings" tourism.

As the characteristic and advantageous industry of the Tibet Autonomous Region, tourism has a special status in the high -quality development of Shannan City. It is an important industrial choice for Shannan to start the second century -old struggle goal and build socialist modernization of Shannan. , Ecological, Strong Border "important means of" three major events "is an important way to promote the integration of national exchanges and exchanges. It is an effective starting point for the development of strong edges and rich people, revitalizing Tibetan countryside, or necessary measures for ecological protection and cultural heritage. It is necessary to fully understand the important position of the tourism industry in the economic and social development of Tibet, and see the trend and potential of culture and tourism in my country's consumer market transformation and upgrading. At the same time, we must also understand the practical problems in the high -quality development of Shannan tourism. During the "Fourteenth Five -Year Plan" period, it is necessary to use problems as the orientation, guidelines for new development concepts, themes of high -quality development, and the power of reform transformation. The high -quality development of tourism, innovating and exploring the "big tourism" high -quality development model of local cultural characteristics, in line with regional market development trends, and objective science.

1. Problem analysis

The high -quality development of tourism must not only pay attention to the stable growth of the tourism economy, but also pay more attention to the balance of tourism development, the sustainability of the environment, and the fairness of society. From the perspective of industrial levels, the high -quality development of tourism is manifested in terms of industrial scale, optimization of industrial structure, enhancement of innovation power, and improvement of quality efficiency. Although the tourism industry in Shannan has made some progress during the "Thirteenth Five -Year Plan" period, according to the requirements of high -quality development, the following problems still need to be resolved.

The first is that the awareness of development is not deep and paid attention to. Shannan is located in the Qinghai -Tibet Plateau in the western my country. Compared with the particularity of mainland cities in the Mainland cities, although tourism development is still in the stage of market development, it cannot be viewed by traditional knowledge. Positioning the needs of the tourism market. Shannan Tourism Development is still in the goal of the pursuit of scale and quantity. The development of tourism resources is mainly the government -led. Tourism products are mainly tourist tour products. Tourism marketing is mainly offline mass publicity. The development of the tourism industry is mainly expanding scale. Lack of tourist quality and efficiency goals. According to statistics, the basic types of tourism resources in Shannan City account for about 59.3%of the district, but the tourism economy output value of Shannan City is not high. Matching, governments at all levels need to increase their attention to tourism development.

The second is that the connotation of the product is not deep and the characteristics are not bright. Shannan natural ecology and cultural tourism resources are good. At present, the tourism market has developed tourism products such as lakes and grassland tourism, temple visits, rural homestay experiences, hot spring treatment, but compared to the surrounding Lhasa, Linzhi and Shigato Ecological and natural connotations are not outstanding. The characteristic brands of tourism products are not loud, which affects the market attraction of Shannan tourism.

Third, industrial development lags and insufficient power. In recent years, Shannan Tourism has become a hot spot for the domestic market. Tourism elements have been continuously improved, but the market influence of travel agencies, tourism hotels, tourist attractions, tourism, catering, tourism, transportation, tourism and shopping, etc. Improved, the growth of leading tourism enterprises has grown slowly, the scale of industrial scale is not obvious, the degree of industrial integration is limited, and the development of the tourism industry is insufficient, which hinders the transformation and upgrading of the tourism industry.

Fourth, innovative thinking is not strong and there are not many means. Shannan tourism development innovation thinking is not strong, mainly manifested in the system innovation of tourism management, path innovation of tourism development, innovation of tourism marketing, technological innovation of tourism services, and power innovation of tourism development. Essence

Fifth, the management concept is backward and insufficient governance. Due to the restrictions of special institutional mechanisms, the concept of tourism management in Shannan is relatively backward than that of mainland cities, and the separation of cultural and tourism departments has made it difficult to collaborate on cultural and tourism integration management. The degree of market entities and communities participating in tourism management are still quite limited. The concept of modern tourism governance characteristics characterized by the participation of the whole society needs to be established, and the modern governance system needs to be constructed urgently.

2. Countermeasures and suggestions

In the service work of cultural tourism and intellectual assistance, through field investigations and exchanges with cadres and employees with Shannan Travel Development Bureau, the author puts forward the following countermeasures on the basis of analyzing the above issues:

(1) Establish a high -quality development of "large resources" and deeply excavate the value of tourism resources. Tourism resources include the intangible resources that can meet the spiritual needs of leisure relaxation and pleasure experience, such as lifestyle, cultural atmosphere, and Internet celebrity incidents that can meet the spiritual needs of leisure and relaxation and pleasure experience. Not only should we pay attention to the development and utilization of natural tourism resources, humanistic tourism resources, social tourism resources, etc., but also pay attention to the red cultural resources, scientific and technological tourism resources, border tourism resources, Tibetan farming cultural resources, Tibetan celebrity tourism resources, etc. Digging development. Under the perspective of "big resources" with high -quality tourism, one is to do a good job of a new round of tourism resources in the city, pay attention to the integration trend of cultural tourism and the concept of innovative tourism resources, and screen out the high -quality tourism resources of Shannan characteristics that meet the needs of the market. Lay the foundation for the development of tourism products and industrial development. The second is to innovate the development mechanism of tourism resources and do a good job in the development of third -party development and construction of high -quality tourism resources in the city. Coordinate high-quality resources in all counties and districts in the city, invite outstanding tourism developers and tourism groups to focus on developing 2-3 high-quality leading tourism resources in Shannan, improve the efficiency, efficiency, efficiency and impact of tourism resources, and create a new model of tourism resources in Shannan. (2) Establish a "big product" view of high -quality development and improve the tourism product system. First, build a tourism product system with demand -oriented. Shannan tourism product development should be guided by dynamic changes in market demand to meet the modern tourism needs of tourists. We must continuously improve tourism products, especially plateau leisure vacation, Tibetan source cultural experience, medical health and health adventure, etc. Formation of rural tourism, research tourism, hiking tourism, border tourism, self -driving tourism, festival tourism, Shanhu tourism and other products, enrich the types of Shannan tourism products, and gradually build a complete tourism product system. The second is the innovative tourism resource development mechanism. On the basis of existing resources, it inspires third -party forces to participate, continuously develops high -end ecological tourism products, cultural tourism products, border tourism products, improves the quality and connotation of tourism products, injects more added value of tourism for tourism products Essence The third is to do fine brand tourism products, with "Tibetan source culture" as the connotation element, innovate and develop "Tibetan Shannan" brand tourism products and cultural and creative products. Taking Yangzhuo Yongcuo and other plateau lakes as an advantageous resource to create a "one time" brand lake to experience tourism products; relying on the well -off demonstration villages such as Yumai Township, to build a beautiful border brand rural tourism products; To rely on, the development of "National Avenue G219" brand Shannan self -driving tourism products.

(3) Establish a high -quality development of the "big industry" and promote the transformation and upgrading of the tourism industry. The first is to pay attention to the transformation of the tourism industry. Optimize the adjustment of the tourism industry structure of Shannan from the aspects of tourism elements, tourism enterprises, market organizations, market structures, market performance, etc., plan and build Shannan Tourist Consultation Center, encourage well -known tourism companies to operate travel agencies in Shannan, promote the secondary transformation of scenic spots, and change " The ticket economy is the "industrial economy", which forced the scenic spot to strengthen the sustainable development capabilities by developing and operating more service projects, and the foundation of the tourism industry factor in the mountains. The second is to pay attention to the integration and development between industries, and vigorously do a good job of "tourism+" and "+tourism", promote the integration and development of tourism, culture, farming, herds and animal husbandry, forest grass, water conservancy, sports, and technology Transformation kinetic energy. The third is to pay attention to the extension and expansion of the tourism industry chain, and extend the tourism chain to strengthen the scale of the scale of the tourism industry in Shannan.

(4) Establish a "big marketing" view of high -quality development and continue to innovate tourism marketing methods. The first is to pay attention to all -staff marketing. Establishing the concept of tourists in Shannan is a tourist propagandist, and the city's civil servants are included in the team of Shannan tourism marketing staff. Through social media such as WeChat circle of friends, Shannan Tourism is included; The title of "citizen", holding the year -end lucky tourists, etc., to closer the distance between tourists and Shannan tourism with typical events, and use word -of -mouth communication to strengthen Shannan tourism marketing. The second is to pay attention to innovative marketing. By planning the methods of covering hearing, visual, touching, painting, shooting, etc., new marketing measures such as "Singing in Shannan", "Painting in Shannan", and "Shannan" are launched. New media marketing channels show the historical culture, humanistic style, natural ecology, and red spirit of Shannan. The third is to pay attention to joint marketing. Shannan Tourism Marketing should not be just a "solo" in Shannan, but the "collective chorus" of the Tibet Autonomous Region. It is necessary to pay attention to the use of China's G219 Tibetan section promotion alliance, Tibetan Southeast Alliance and other cooperative organizations and alliances, and jointly marketing with Linzhi, Shigatse, Ali, Lhasa and other cities, and under the coordination of regional brands that "enjoy the third pole of the earth" , Show the brand characteristics of Shannan tourism.

(5) Establish a "great governance" view of high -quality development and build the foundation of the tourism management system. The first is to establish the concept of modern governance. Modern tourism management thinking that government, enterprises, residents, and tourists are participated by the government, enterprises, residents, and tourists, enhance the participation of communities and markets, and allows enterprises, residents, and tourists to play more initiative in Shannan tourism management. The second is to establish the concept of systematic governance. Tourism development is a systematic engineering. From an economic perspective, it is a tourism economy system composed of supply and demand. From the perspective of space, it is a tourist space system composed of passenger sources, destinations and tourism transportation. From the perspective of social interaction, it is a tourism society system composed of the host (tourist operator, community residents), guests (tourists), and intermediaries. In the past, tourism management emphasized more supply management and ignored demand management; more focused on destination management, neglecting the source of the source and traffic management; focusing on the management of tourism operators and travelers, and ignoring tourist management. In the modern governance system, the concept of system governance must be established, and the supply and demand, the source, destination, and tourism transportation must be established. Locals, tourists, intermediaries, and intermediaries are jointly included in the management category. The third is to establish the concept of sustainable governance. The management of work tasks focuses on the solution of daily problems. In terms of way, it is more inclined to choose short and immediate and immediate ways, which is not conducive to sustainable development. High -quality development of "big governance" requires the establishment of the concept of sustainable governance. It is required to deal with the interests of the scenic area operator and community residents in the aspects of the operation and resource development of scenic spots, the formulation of tourism reward policies, and the implementation of tourism planning. During the development, the main position and role of farmers and herdsmen should be clarified, and problems such as tourism development and income income of farmers and herdsmen are dealt with. It is necessary to do everything possible to promote rural revitalization and drive farmers and herdsmen to become rich as the starting point and ending point. It is necessary to deal with the relationship between tourism development and protecting the ecological environment of the plateau, inheriting the traditional culture of Shannan, and effectively protect the natural ecological environment and traditional culture. The fourth is to establish the concept of institutional governance, to give play to the effectiveness of the modern management system, and reduce the mistakes of man -made management. At this stage, we must start to study and formulate the management measures for high -quality development of tourism in Shannan City, continuously improve the construction of the Shannan tourism system, and improve the efficiency and quality of governance. (Author: Luo Wenbin Gaoyun Red Unit: Shannan Tourism Development Bureau of Tibet Autonomous Region, the ninth batch of Tibetan work teams in Hunan Province, Hunan Normal University Tourism College; Editor: Song Yuqiu)

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