The nonstandard development of tourism in China is mainly manifested in the unsatisfactory soft environment of tourism. First, the phenomenon of "cheating customers" is serious. Restaurants in many tourist cities are expensive, and "sky-high" consumption events occur frequently. Second, the quotation is chaotic, and the quotation of the same schedule and the same line in the travel agency is different; Third, there are many mandatory consumption items for ground tour guides, and they are forced to consume by throwing customers in the middle. Whether they eat or not, there is a problem of collecting tour guide tips in advance; The fourth is discriminatory fare increase, which is common for children, the elderly and even teachers and media reporters to implement "discriminatory fare increase" in overseas tourism; Fifth, the hotel star standard is vague, and local standards are not uniform.

The reasons for the nonstandard development of tourism in China are reflected in three aspects: government, enterprises and consumers.

On the government side, first, there is a lack of relevant laws and regulations as the institutional guarantee for regulating the development of tourism, and tourism does not have a good legal environment; Second, the supervision of relevant departments is not in place and the punishment is not enough; Third, due to the need of political achievements, local officials are often keen on hardware investment and ignore the construction of soft tourism environment. In terms of enterprises, first of all, some tourism enterprises cannot operate in good faith and lack industry self-discipline; Secondly, the income of grass-roots service personnel is not high, and the sense of professional honor and respect is not strong, which easily leads to disguised forced consumption behavior to make profits. On the consumer side, there is a lack of rational consumption and rational awareness of rights protection.

Standardize the healthy development of tourism and put an end to "cheating" prosperity.

Every holiday, the price of tourism keeps rising, and tourists in Sanya's sky-high menu complain bitterly, "Five dishes and one soup in Xiamen during the Spring Festival receive 10,000 yuan" ... With the constant exposure of tourism events, people will feel scared when traveling and have to take precautions in advance. Unreasonable prices, forced buying and forced selling, and nowhere to complain have exposed the low service level of China's tourism industry. Therefore, it has become an urgent problem to put an end to "cheating" prosperity and standardize the development of tourism. Don't let the "cheating economy" become the fetters of the further development of China tourism market.