The "Several Measures on Unleashing the Potential of Tourism Consumption and Promoting the High-quality Development of the Tourism Industry" (hereinafter referred to as the "Several Measures") recently issued by the General Office put forward 30 measures from five aspects. In terms of stimulating tourism consumption demand, the "Several Measures" proposes to improve the tourism consumption environment.
The work of promoting tourism consumption should be "what the people want, what the government wants;".What the people want, what the government does;The concept of "what the people want, what the government does" solves the problem of restricting tourism consumption, and also uses scenario-based, integrated and spatial thinking to guide the supply-side structural reform to the greatest extent, enrich the supply of marketable products, and give full play to the new energy of old resources and the new value of old space.
First, it is necessary to solve the problem of knowability by improving the tourism consumption environment. "Several Measures" proposes to innovate and carry out the promotion of domestic tourism of "Tourism China, Better Life". Tourism is increasingly becoming an important part of people's good life, but not every potential tourist can get the travel information they need in a timely manner. Only by continuously innovating the way of tourism promotion and promotion, getting rid of the dependence on a single path such as traditional tourism promotion meetings and briefings, and using people's "acceptable ways and easy-to-understand language" to strengthen the pertinence, professionalism and creativity of publicity and promotion, can we truly improve the efficiency of publicity and promotion, and play a role in the potential tourism group to "stir up a thousand waves with one stone".
In this regard, the "Top Ten Cases" and "Excellent Cases" of the Ministry of Culture and Tourism's "Excellent Cases of Domestic Tourism Promotion" selection activities have provided a good reference for innovating publicity methods, broadening communication channels, and enriching promotion content, which are worthy of vigorous promotion.
Second, it is necessary to solve the problem of accessibility by improving the tourism consumption environment. On the one hand, it is necessary to solve the problem of accessibility of transportation services to ensure that tourists can reach their destinations conveniently and efficiently from the source places. On the other hand, it is necessary to solve the problem of accessibility in the process of local consumption of tourists, that is, to improve the function of tourism consumption space with scenario thinking, and to provide the required products and services in the place and time where tourists need them.
"Several Measures" proposed, "support cultural and sports venues to enhance tourism and leisure functions, reasonably set up tourism consultation areas, catering areas, cultural and creative product sales areas and other tourism reception facilities", "use urban parks, lawn squares and other open spaces to create creative markets, camping and leisure areas". These are various measures that echo people's tourism and leisure demands in a specific tourism consumption space. The former is to use fusion thinking to meet people's consumption choices, and the latter is to use spatial thinking to enrich people's consumption scenarios. The latter can not only meet people's fashionable tourism and leisure consumption by creating creative markets and camping leisure areas, enrich the new ways of playing urban parks, industrial parks, large squares and other spaces, drive the production and iterative innovation of spatial content, and enhance the ability of space to meet fashion demand, but more importantly, it can effectively enhance the self-generation ability of traditional leisure spaces, activate the spatial value of urban parks, lawn squares, etc., and reduce the dependence on local finance.
Third, it is necessary to solve the problem of visibility by improving the tourism consumption environment. The premise of effective innovation of any product and service is to be able to stimulate people's interest in tourism consumption. In an increasingly competitive market, there can be no future for uninteresting products. Creating interesting products and interesting experiences is inseparable from the empowerment of technology. The "Several Measures" proposes to "promote the use of digital technology to transform and upgrade traditional tourism consumption venues, and create a new space for smart tourism and immersive experience", which is an important guide to respond to the development of the times and market demand.
On the one hand, the older and more traditional it is, the more it has a sense of age, and the more distant it is from the current consumer cognition and preferences.
Therefore, how to transform the ancient culture into fashionable consumption is an unavoidable problem. In this regard, modern technology can form an effective empowerment in terms of presentation and atmosphere creation. Whether it is virtual reproduction or sound and light technology, "tourism makes culture 'seen', and culture makes tourism 'remembered'", all of which enable people to touch the strange past in a familiar way today, establish the connection between tradition and fashion, promote the deep integration of culture and tourism, and complete the transformation from "interesting" to "meaningful".
On the other hand, the activation of digital technology on the tourism consumption environment is not only limited to the creation of immersive experience space, but also to promote cultural development through creative transformation and innovative development. Digital technology can help cultural inheritance and provide powerful creativity for the construction of the modern civilization of the Chinese nation. This is a new environment for cultural and tourism consumption, which is more important in the process of China's tourism modernization and development.
In the future practical work, the improvement of the tourism consumption environment can focus on the following points:
First, for the creation of immersive experience space, we should not only pay attention to the innovation of immersive forms, but also pay attention to the excavation of immersive content. If too much attention is paid to the form and the content is ignored in the process of creating the consumption environment, then the improvement of the tourism consumption environment will only bring people to stay in the body and senses, and cannot be transformed into the touch of the soul.
"Dopamine consumption" is what the current market needs, but the significance of tourism consumption should not stop at the emotional pleasure brought by dopamine, but also should be "feeling, thinking, and gaining" after consumption. At the same time, it is also necessary to avoid the problem of relying too much on the changes in the relationship between viewing and performing in the process of creating an immersive experience space. The boundary integration of viewing and performance helps to drive people into the new performing arts space, but objectively it is also easy to cause the "narrowing" and "myopia" of the first perspective, so that the overall grasp and cognition of the performing arts content cannot be completed, and whether the audience is truly immersed in it remains to be discussed.
In addition to scientific and technological immersion and form immersion, story immersion and content immersion are also one of the directions to be explored in the future of smart tourism immersive experience space, and it is now a place where many immersive projects can be deepened and developed.
Second, in addition to the optimization of the local consumption environment, we should also pay attention to the optimization of the pre-travel trading environment. The pre-travel trading environment is often an important part of the overlooked. The fuzzy presentation of product information in the transaction (purchase) link and the complex combination of product ** are easy to increase the difficulty of consumers' comparative choices, and virtually increase the transaction costs paid by consumers. If the transaction (purchase) environment cannot be effectively regulated, consumers need to spend more time and energy to think about the possible "pits" behind the various complex combinations of ** merchants (platforms), which is obviously not conducive to further activating tourism consumption.
Third, the release of tourism consumption potential should also include cultural and social development goals. In the context of tourism becoming an increasingly important and common way of life, it has become an important strategic choice to build national identity and cultural self-confidence through tourism. In order to truly realize "making tourism a process for people to understand Chinese culture and enhance cultural self-confidence", and for people to "appreciate the beauty of nature and understand the beauty of culture and cultivate the beauty of the soul", it is necessary to create a good interpretation environment. How to optimize the tourism interpretation system around the diversification of interpretation methods, the interest of interpretation content, the convenience of interpretation services, and the diversification of interpretation teams is also one of the important topics to optimize the tourism consumption environment. (Author: Li Xinjian Huo Huiling;Editor: Song Yuqiu).