In the past three years, the tourism market has undergone drastic changes, one is the extension of the tourism boundary, and the tentacles of tourism have spread to performing arts, arts, sports, and even various leisure lifestyles;On the one hand, high-end hotels, first-class cabins, luxury cruise ships and other consumption growth against the trend, on the other hand, "special forces tourism" and "reverse tourism" are popular, and the phenomenon of "Wangding is not prosperous" abounds in the tourism market.
Is tourism consumption upgraded or downgraded?How can travel companies respond to these changes?Let's take a look at what experts in the cultural tourism industry have to say.
Tourism consumption upgrade and consumption downgrade
Parallel
Insight into changes in cultural tourism consumption is crucial for the cultural tourism industry, and tourism enterprises can adjust their development in a timely manner according to changes in consumption trends, seize market trends and opportunities, and discover potential market opportunities.
Experts and scholars in the cultural tourism industry have different views on whether tourism consumption should be upgraded or downgraded.
Liu Jiewu, Ph.D. in Planning, Peking UniversityThink that tourism consumption is downgradedThere are two core factors that determine tourism consumption, the first is moneyFrom the perspective of the average asset level of Chinese households, the average asset level of Chinese households in 2015 was 9190,000 yuan, 161 in 201870,000, 1.34 million in 2022, from 2015 to 2018, the rapid growth of tourism consumption during this period also stems from the increase in assets, and everyone's expectations for the future are positive. In 2022, it will be less than in 2018 on the basis of inflation, and from the perspective of asset structure, real estate accounts for nearly 70% of China's total household assets.
The second is anticipationDuring the Double 11 period in 2017 and 2018, some young people will advance half a year's salary in advance for consumption, buy equipment and tourism products, and now because of the expected downturn, young people do not dare to advance consumption excessively in advance as before. Under the trend of consumption downgrading, tourism has also emerged new characteristicsThe first is the proximity of tourism, the second is high frequency, the third is the reduction of single consumption, and the fourth is the concentration of the headand people should be concerned about how to deal with these characteristic changes.
Chen Wenjie, member of the Expert Committee of China Tourism Group and former president of the Research InstituteSaid that now is in a three-year recovery period after the epidemic, the tourism market is not prosperous, the number of tourists has increased significantly, but the number of tourists has declined, and the total consumption has also declined.
Wang Xiaofeng, deputy director of the Scenic Area Development and Operation Professional Committee of China Association of Tourist AttractionsIn the past 20 years, the number of scenic spots in China has grown exponentially, but the marketing methods and scene construction of many scenic spots are still at the level of more than 20 years ago, which is the fundamental reason why tourists are unwilling to consume. Because some high-quality tourism products, such as Shanghai Disneyland, tickets have increased three times, and tourists are still in an endless stream.
Xie Yi, founder of Good Life Cultural Tourism GroupIt is believed that tourism consumption is upgraded, because China's tourism industry is still in the process of upgrading and iterating of the most basic sightseeing tours and vacation tours, and there are still a large number of people who have not taken a plane in China, and the number of people who have traveled is very large, and all the current tourism foundation, products, content, supporting facilities, etc., are in urgent need of upgrading, and on this basis, do an iteration and promotion, which is consumption upgrading.
There are countless cases of tourism upgrading, and those high-end and high-quality tourism products continue to be popular, for example, from January to September, Chongqing Cruise Center has completed a total of 264 receptions70,000 people, which is 105 in the same period in 20198%, the latest generation of inland river cruise ship "Yangtze River III" launched by his company, both voyages were full, and the market passenger flow exceeded expectations. Sanya Atlantis' turnover in the first three quarters increased by about 83% year-on-year2%, with a total of about 136.8 billion yuan.
Looking at the entire tourism consumption market, the views of experts are not contradictory, because consumption upgrading and consumption downgrading coexist at the same time.
According to the data of the "2022-2023 China Cultural Tourism Asset Development Report", the concentration range of per capita tourism consumption in 2022 is still 1,000-3,000 yuan and 3,000-10,000 yuan, but compared with 2021, the proportion of these two intervals has decreased slightly, in addition, the proportion of tourists with per capita consumption of more than 10,000 yuan has increased from 506% to 689%。This means that while some travelers have become more cautious post-pandemic and have opted for more affordable travel options, others have shown a desire for luxurious, high-quality travel experiences.
Source: 2022-2023 China Cultural Tourism Asset Development Report
To be precise, the current tourism consumption belongs to a hierarchical state. Most industry experts agreeFu Yibin, architect of CTDUIt is believed that Wangding is not prosperous is only a short-term phenomenon, China's economy is resilient, full of potential, the long-term good fundamentals have not changed and will not change, economic development is inseparable from large consumption, new consumption, so there will be two situations in the future, one is that there will be more and more tourists who choose poor travel in mass tourism, and those who have spent 300 yuan may be reduced to 150 yuan, and at the same time, the consumption level of high-net-worth tourists who really enjoy the travel lifestyle will be higher and higher.
Ma Muqing, a think tank expert of the China Association of Tourist AttractionsSaid that the consumption downgrade is temporary, long-term is upgraded, which is determined by the general trend of the development environment of our Chinese economy, and tourism consumption should be divided into three aspectsThe first is to divide the customer groupFor example, there are more than 10 million high-net-worth customers, the economic downturn has not had the slightest impact on them, the middle-end customers are under the pressure of mortgages, and consumption downgrade is inevitable, and the public group has no room for consumption downgrade, because they have been thrifty. The second is sub-regionalThe developed areas in the east and the underdeveloped areas in the west are certainly different, for example, the number of tourists and operating income in Huangshan have "doubled up", but this is not the case in other places. The third is to divide the ageFor example, parent-child and research, parent-child tourism and research tourism have been developing continuously under the promotion of national policies, this kind of upgrading from scratch is definitely upgraded, and there are silver-haired groups, they have money and leisure, and they also pursue high-quality products, the only downgrade is young people, life pressure, mortgage pressure so that their consumption has to be downgraded.
Consumption grading
Where are tourism companies headed?
The first is the innovation of tourism formats and scenes. In this regard,Ma Muqingsaid that tourism enterprises need to be good at finding some power points, such as scene tourism, scene tourism under the micro attractions, because from the first to the enterprise, everyone is cautious about investment, tourism wants to pull hundreds of millions of large investment is difficult, and these micro scenes, micro attractions may invest hundreds of thousands, millions of dollars.
According to the data, in 2022, the consumption type of tourists will spend on accommodation, catering, tickets to scenic spots, shopping, entertainment, transportation and science and education consumption, of which accommodation and catering are the largest spending areas for tourists in travel, occupying a dominant position in consumption type expenditure, and there is still a lot of room for growth in shopping and entertainment consumption.
Source: 2022-2023 China Cultural Tourism Asset Development Report
From the perspective of long-term development, tourism enterprises must cultivate new forms and models of consumption, such as promoting the construction of "small and beautiful" new performing arts spaces, innovating and upgrading products such as festivals and conferences, and promoting the integrated development of tourism and food, performances, arts, sports and other diversified industries. Take Yuntai Mountain Scenic Area as an exampleIn order to adapt to the changes in the current tourism market, the scenic spot has innovated and launched new formats such as listening to the mountains and seas and the secret land and the Hongshixia escalator in accordance with the modes of "tourism + culture" and "tourism +", and has launched activities such as the Yuntai Mountain Ice and Snow Festival, the New Year Joy Club, the Hanfu Flower Dynasty Festival, the Dragon Boat Festival National Rhyme Cultural Festival, the Yuntai Mountain ** Festival, and the Yuntai Mountain Electric Music Festival, a series of measures have driven the income and fame of the scenic spot to a double harvest, among them, the Yuntai Mountain Ice and Snow Festival has driven the annual card sales of 300,000 pieces;The Yuntai Mountain ** Festival attracted nearly 100,000 music fans, topped the national Douyin grass planting list, and the number of related topics exceeded 700 million times.
The second is the excavation and training of tourism talents. The imbalance between the supply and demand of tourism talents and the high turnover rate is one of the key factors restricting the transformation and upgrading of the cultural and tourism industry.
Overall, under the drastic changes in the tourism market, tourism consumption is changing from an olive-shaped consumption structure to a dumbbell-shaped structure, as Chen Wenjie said, enterprises should not be too entangled in upgrading or downgrading, the most important thing is to live first, live well, and then find opportunities to go to the next level, in the short term with the change of consumer demand, to find some new kinetic energy, new power points, new breakthroughs.
Note: The above views** The content shared by some experts during the closed-door meeting held by CTDU has been deleted as a whole, and I would like to thank all the participants at the closed-door meeting again for their suggestions and suggestions on the cultural tourism industry!