The “14th Five-Year” industry development plan points out the direction——
Reinventing tourism with innovation driven
Our reporter Zhang Xue
Affected by the repeated outbreak of the new crown pneumonia and the prevention and control policies, the tourism market will be weak in 2021, and the “retaliatory growth” expected by the market has not arrived. The development of the industry urgently needs to boost confidence.
A few days ago, the “14th Five-Year Plan” Tourism Development Plan was announced, which scientifically judged the new situation and new challenges faced by mass tourism entering the comprehensive development stage during the “14th Five-Year Plan” period. The fundamental purpose is to meet the people’s growing needs for a better life, and it points out the way forward for accelerating the construction of a tourism powerhouse.
“The “Plan” reflects the great importance attached by the Party Central Committee and the State Council to the tourism industry, which is undoubtedly the biggest policy benefit at the current stage for the tourism industry, which is undergoing the most arduous challenges, the longest recovery and the most profound changes.” China Tourism Research Dean Dai Bin said.
Ushering in the era of mass tourism
“The outbreak of the new crown pneumonia epidemic has occurred in the past two years, and it is also the biggest factor affecting the development of tourism in the first half of the 14th Five-Year Plan. However, in general, the tourism industry is still in a period of strategic opportunities for high-quality development.” Dai Bin said .
With the continuous improvement of residents’ income level, tourism consumption has become an important part of Chinese residents’ consumption. During the “Thirteenth Five-Year Plan” period, my country’s per capita travels more than 4 times a year, and tourism has become a rigid need for people in a well-off society to live a better life.
“my country’s per capita GDP has exceeded 12,000 US dollars. The proportion of people’s consumption in spiritual, cultural and leisure aspects will continue to increase, and the tourism market size and social value will be good for a long time.” Deputy Dean of the School of Tourism Science, Beijing International Studies University Dunning said that this is the solid market foundation for the high-quality development of tourism.
During the epidemic, micro-tourism and micro-vacation have become hot words in the industry and an important direction for market players to innovate. During the Spring Festival holiday of the Year of the Tiger, the popularity of local tours and surrounding tours continues. “The willingness to grow, upgraded consumption and a sinking market are the confidence of the tourism industry’s recovery and the driving force for high-quality development,” said Dai Bin.
According to the “Planning”, during the “14th Five-Year Plan” period, my country will fully enter the era of mass tourism. This not only means that the number of tourists will be further expanded and the frequency of travel will further increase, but it also means that the tourism consumption demand of the people has changed, from low-level to high-quality and diversified, from focusing on sightseeing to taking into account both sightseeing and leisure vacations change.
Changes in demand have put forward new requirements for the high-quality development of tourism. How to make efforts from the supply side to better meet the needs of mass tourism consumption and enrich the effective supply, high-quality supply and flexible supply of tourism? The “Planning” clarifies the key tasks of tourism development during the “14th Five-Year Plan” in terms of improving the tourism product supply system and expanding the mass tourism consumption system.
“Meeting the new demands of mass tourism requires more complete infrastructure and supporting facilities, more attractive consumption scenarios, higher-quality product ideas and services, and it is necessary to rely on technological empowerment to bring more new experiences that combine reality and reality. It is also necessary to promote the further integration of cultural tourism and bring consumers more choices.” Dunning said.
“Entering the era of mass tourism in an all-round way, we need to use new concepts and new thinking to integrate tourism elements into more fields, gather more forces, and promote the development of ‘tourism +’, so as to meet more multi-level and diversified tourism consumption needs.” Henan Chen Nan, a professor at the University’s School of Cultural Industry and Tourism Management, said.
From factor-driven to innovation-driven
The epidemic has brought unprecedented challenges to the tourism industry, highlighting the importance of innovation for tourism development. Relying on innovative systems and mechanisms and the application of advanced technologies, the management efficiency of the tourism industry has been greatly improved, the operation methods of tourism enterprises have been adjusted, and new tourism products and services have emerged… Under the predicament, innovation has become an important force in reshaping the tourism industry.
“In the past 40 years, the world-renowned achievements of the tourism industry are not entirely the result of resource development and market innovation, but rather the benefits of opening up and demographic dividends. Even if there is no epidemic, the traditional dividend window will be closed. Technological innovation, Cultural creativity is replacing traditional natural, historical and human resources and becoming a new driving force for the development of modern tourism.” Dai Bin told reporters.
“The Plan regards innovation-driven development as the key task of tourism development in the 14th Five-Year Plan, marking a major adjustment in my country’s tourism development mode, that is, from factor-driven to innovation-driven. This is not only a practical issue, but also a theoretical issue. The problem requires practitioners to think carefully and make careful layout.” Zhang Hui, a professor at the Department of Tourism Management of Beijing Jiaotong University, said that in order to achieve high-quality development of my country’s tourism industry, in addition to focusing on technological innovation, it is necessary to pay special attention to institutional innovation, starting from the demand side, through the Institutional innovation releases consumer demand, and at the same time, it is necessary to study management innovation to better play the role of associations, chambers of commerce and other organizations.
“It is an inherent requirement for the high-quality development of the tourism industry to attach great importance to innovation-driven development. The tourism industry urgently needs to transform from the driving of primary factors such as resources and capital to the driving of high-tech and high-quality human capital, accelerate the promotion of the application and popularization of new technologies in the tourism field, and at the same time. It is necessary to transform traditional hotels, scenic spots, restaurants and other formats with new technologies to empower traditional industries.” said Han Yuanjun, a Ph.D. from the Strategic Research Institute of China Tourism Academy.
“The diversity and comprehensiveness of tourism determines that tourism innovation is a broad concept, including resource utilization, product design, service concepts, cross-border integration, consumption scenarios, technology application and many other aspects.” Dunning said that in general, , its core is to use technology, especially “Internet +” to drive the traditional business format of tourism to achieve digital transformation, on the one hand to create new tourism scenarios and experiences, on the other hand to improve the efficiency and effectiveness of each link.
Building a new pattern of national tourism space
“Considering the cultural context, geographical context, water context, major transportation routes and major national development strategies, coordinating ecological security and tourism development, with the Great Wall, the Grand Canal, the Long March, the Yellow River National Cultural Park and the Silk Road Tourism Belt, the Yangtze River International Golden Tourism Relying on the Belt and Road, the Golden Coastal Tourism Belt, the Beijing-Harbin-Beijing-Hong Kong-Macao high-speed railway, Taihang Mountain-Wuling Mountain, Wanli Tea Ceremony, etc., a new pattern of national tourism space of ‘point radiation, belt series, and network coordination’ will be built.” “Planning “For the first time at the national level, the overall layout of my country’s tourism development from a spatial perspective has been carried out.
Chen Nan said that the construction of a new pattern of tourism space is the result of comprehensive consideration of major national development strategies such as nature, humanities, ecology, transportation, and economy. The layout of tourism at the national level shows that tourism will play a role in future economic and social development. more important role. “Tourism will not only play a role in expanding domestic demand and driving economic development, but will also contribute more to building a culturally powerful country and displaying a new image of China.”
Experts said that optimizing the layout of tourism space is a long-term process. From a regional perspective, it is necessary to improve transportation and other facilities, play the role of destination radiation and drive, and form a unique and complementary linkage development; from the urban level, urban and rural planning must fully Consider the layout of life and leisure, and realize the improvement of tourism refinement and specialization.
Dunning believes that there is still a regional imbalance in the development of tourism in my country. “The differentiated development orientation of the east, middle and west should be more clearly defined, the regional characteristics and destination types of tourism should be further defined, and more attention should be paid to the changes in the pattern of off-site tourism and leisure tourism around the city following the outbreak.” He Said that the introduction of the “Planning” will speed up the construction of a tourism space layout and support system that promotes high-quality development in response to existing problems.
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责编：张璋 ]