Author丨Hu Guangqi.
Editor丨Hong Xiaowen.
At the beginning of the new year, the cultural tourism industry was the first to "roll". At the same time as "Erbin" exploded, the cultural and tourism bureaus in other parts of the country couldn't sit still. Cultural tourism accounts in many places have made strange moves to grab tourists for local people, striving to be a "conspicuous bag". During this year's Spring Festival, the most talked about topic in the mouths of returnees from Tiannanhaibei is to call for their hometown and shout for their own cultural tourism to "show their cards". This year, all localities have come up with big moves, talents, strategies, and opportunities, giving full play to local characteristics, and using the "roll out of the circle" of cultural tourism to achieve a stable and good consumption.
Achieving a "good start" for consumption in the New Year is of great significance for expanding effective demand, stimulating the potential of a unified domestic market, driving the economy to continue to improve with a domestic cycle full of endogenous power, and achieving the overall goal of seeking progress while maintaining stability. The consumption boom of cultural tourism itself may not be a new thing, but behind the unprecedented efforts and fancy mutual rolls of cultural tourism around the world this year, there are many new logics in the field of consumption, which are worthy of further analysis. In essence, the cultural tourism consumption boom is a powerful solution to the contradiction between the diversified demand for consumption and the imbalance and inadequacy of market supply.
First of all, this year's Spring Festival cultural tourism consumption is full of vitality. In 2023, China's economy will gradually emerge from the impact of the epidemic and be in a steady recovery. During the epidemic, the impact on cultural tourism consumption was the most obvious. To cope more effectively with uncertainty, consumers tend to cut back on non-essential spending and increase their savings. During this year's Spring Festival, travel is no longer restricted, and the cultural tourism scene is more diversified, and the demand for cultural and tourism consumption that was suppressed in the early stage has been rapidly stimulated, showing a blowout trend. Not only that, the people will restore the normal order of production and life, look forward to economic stability and progress, and pursue the good wishes of self-worth to the Spring Festival cultural and tourism consumption, so that the cultural and tourism consumption in various parts of the Spring Festival is "interrolled".
Secondly, there are various forms of cultural and tourism consumption during this year's Spring Festival. Since the fourth quarter of last year, the popularity of the cultural tourism market has continued to rise. With the improvement of China's transportation capacity, the gradual improvement of transportation infrastructure and the "flying into the homes of ordinary people" of automobiles, from "the collision of ice and fire" to "the switch between hustle and bustle and tranquility", more and more consumers, especially Generation Z, are not satisfied with the old way of traditional home celebration, trying to highlight their own personality and values, with the help of travel, especially self-driving tours, to visit the great rivers and mountains of the motherland, discover the beauty of food, and meet their own consumption wishes. The continuous improvement of the cultural tourism industry is inseparable from the improvement of residents' willingness to consume and travel; The improvement of the quality and efficiency of consumption and the continuous expansion depend on the continuous empowerment of the cultural tourism industry.
In addition to traditional forms such as catering, accommodation, and transportation, various localities combine local cultural characteristics and tourism resources to continue to innovate and continuously stimulate consumers' enthusiasm for participation and willingness to buy. The continuous emergence of new scenes and new ways of playing, such as Hangzhou's tasting garden party, Guangzhou's "One District, One Flower Market", Hainan's "Island New Year's Flavor", and Guangxi's "Small Sugar Orange" bravely entering the "ice and snow" in Northeast China, have become major highlights of pre-holiday consumption. The cultural and tourism activities connected day and night have extended people's concentrated consumption time, and urban leisure and rural vacations have released strong vitality.
Consumers' pursuit of consumption quality has forced the production side to speed up the provision of high-quality supply. We are pleased to see that this year's Spring Festival consumption is showing a virtuous cycle of consumption driving supply and supply creating demand. With the optimization and upgrading of the industrial structure and the in-depth implementation of the strong foundation of the manufacturing industry, scientific and technological innovation has become an important way to enhance consumer satisfaction. New energy vehicles, smart homes, digital devices and other products have become "avant-garde choices" that highlight consumers' sense of the times and personalization. This year's consumption should be increased to new areas, and we should focus on digital consumption, green consumption, health consumption, smart home, entertainment and tourism, sports events, domestic trendy products, etc.
Third, this year's cultural tourism consumption is full of "tide". "Year of the Dragon", domestic products, national tides, and national rhyme products related to the dragon element have become the darlings of cultural tourism consumption. Relying on local characteristics and advantageous endowments, all localities have introduced the new, embraced the trend, and launched a series of Spring Festival cultural and tourism activities around the themes of New Year's customs, parent-child, family, ice and snow, and cold avoidance, so as to create a new New Year's flavor. Theatrical performances, intangible cultural heritage performances, art exhibitions, New Year's fairs, New Year lantern festivals, etc., bring tourists a different new experience, and cultural trends and cultural tourism consumption are intimately colliding and blending.
This year is the "Year of Consumption Promotion", and the arrival of the Spring Festival cultural tourism consumption boom has made a good start for the continuous expansion of consumption this year. However, it will take a long time to boost consumption and restore confidence. After the end of the Spring Festival effect, how consumption can continue to maintain a good momentum and achieve stable and sustainable consumption growth throughout the year is of great importance, which needs to be solved from the aspects of stabilizing employment, increasing residents' disposable income, reducing the actual tax burden of enterprises and residents, optimizing consumption scenarios, mining consumption explosions, and improving product digitalization, intelligence, and personalization, so as to completely break through the pain points that restrict consumption and continue to improve residents' consumption capacity.
sfc
The editor of this issue is Zhong Hailing and the intern Tao Tao.
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