Time flies, the annual "Eleventh" Tourism Golden Week is coming soon. According to the news released by the authoritative department, the relevant local departments have made all preparations for this "golden time of pots and pans". However, the fact is not as beautiful as people think, because after experiencing the fanaticism of May 1st last year, the calmness of 1 1 month and the mature mentality of May 1st this year, consumers will spend this "Golden Week" with a more leisurely attitude. Therefore, this requires our tourism management departments and tourism-related departments to formulate corresponding and applicable policies from the standpoint of consumers with a more pragmatic style when fully implementing the spirit of the National Notice on Further Accelerating the Development of Tourism, so as to effectively make the holiday economy an important part of the national economy.
Holiday economy appeared with the first "Golden Week" in China. 1September 1999, with the development of China's national economy and the improvement of people's living standards, the state decided to increase the leisure time of the majority of workers after a period of trial weekends, and extended the rest time of the three most important festivals in China's people's lives to seven days, so the concept of "Golden Week" came into being. In the eyes of the tourism management department, this is a rare holiday for tourism and leisure in the hearts of ordinary people. Therefore, when the first "May Day" Golden Week came, tourism management departments and consumers who didn't make any material preparations swarmed in, resulting in parks, scenic spots and historical sites being "overcrowded", famous mountains, beautiful waters and scenic spots being "complaining", and transportation, accommodation and travel agencies being "unusually full" ... but there was no good enjoyment in the good times. In the "Eleventh", the management department accepted the lesson and made all the preparations early. However, consumers have also learned their lesson. Two days before the "Eleventh", people were surprisingly calm, and it was not until the third day that people began to travel in large numbers. This year's "May Day", mature consumers have taken a happy and well-rested way to arrange their time consciously. Therefore, the whole "Golden Week" is orderly and happy for all relevant departments and consumers. Through the analysis of the above process, we can see that after experiencing the "fanaticism" of the first Golden Week, the "calmness" of the second Golden Week and the "maturity" of the third Golden Week, the upcoming fourth Golden Week will be a calm, peaceful and colorful holiday. People will adopt more diversified ways and means to spend this wonderful time with more reasonable time.
Just rely on two golden weeks to stimulate the holiday economy?
"Golden Week" holiday tourism has promoted the development of China's tourism, railway, transportation, civil aviation, urban taxi, catering, commerce and other related industries, effectively stimulated domestic demand, increased fiscal revenue, met the tourism needs of the people, enriched holiday life, played a positive role in improving people's material and cultural living standards, was widely welcomed by all sectors of society, prospered local economy, and promoted the transformation of resource advantages to industrialization advantages and the formation of characteristic economies in some regions. This is the State Council (2000) No.46 document's position on the function and role of "Golden Week". Along the development of holiday economy in China, we can see that the "May Day" and "Eleventh" Golden Week have become the pillars of holiday tourism economy in China, and in a sense, they have become synonymous with "holiday economy". When it comes to holiday economy, it must be the words "May Day", "Eleventh Day" and "Golden Week" and the income statistics brought by these days. However, this is not the case. Let's take a look at what a "holiday economy" is.
Holiday economy is a series of economic activities triggered by people's concentrated, diverse and comprehensive consumption of holiday leisure time. The essence of holiday economy is an inevitable economic form in the transition period of social and economic structure. The characteristics of holiday economy are manifested in six aspects: first, the time characteristics are obvious, both on holidays and weekends with long holidays; Second, sudden and phased arrival, the phenomenon is a blowout torrent; Third, the universality of consumer groups, almost all people who have leisure have realistic and potential consumer needs; Fourth, it refers to the relative concentration of consumption, that is to say, most consumers will change their past living habits and tend to go out for mobile consumption based on tourism; Fifth, the consumption level is multi-level, and different income levels have different consumer demand standards; Sixth, the diversity of consumption purposes, that is, consumption with different spiritual or material orientations constitutes various consumption forms.
The above concepts tell us that holiday economy is an appropriate consumption; In other words, this system exists in every holiday of people's lives, not just a few long holidays, a few "golden weeks", but also these periods.
On May 1 last year, the number of overseas tourists reached 46 million, and the travel expenses were 1, 8 1 billion RMB, with more than 26 million railway travelers alone. However, the number of people going out in the "Eleventh" was far lower than expected, and the railway traffic volume dropped by 8.9%. By May this year 1 day, the number of tourists had increased significantly, reaching 73.766 million, and the tourism income was 28.8 billion yuan. One of the phenomena is that among all tourists, there are 23.68 million overnight visitors and 50.08 million day visitors, the latter being more than twice as many as the former. It can be seen that people don't spend all their time playing during the seven-day long holiday. More people choose one-day, two-day and three-day tours. It is unrealistic and impossible to earn a "pot full" just by two "Golden Weeks". The effective way to develop tourism economy is to do a good job in all holidays, especially to write a big article about holiday tourism one weekend every week, and then make the holiday economy bigger.
The premise of developing holiday economy is to do a good job in tourism economy of every holiday. In China, there are 1 10 holidays out of 365 days in a year. Excluding the three long holidays of May Day, November Day and Spring Festival, there are more than 80 days of holidays, accounting for more than two thirds of the total number of holidays. At the same time, due to the differences in age, culture, region and values, consumers have different control over leisure time, which is divided into several levels. Retired old people have more leisure time. As long as the weather is good and the body permits, the travel time is very flexible on the basis of organization and planning. Middle-aged people are usually busy at work, and they are mainly used to deal with family affairs and adjust their body and mind on weekends. Occasionally, they can travel in a good mood. Young people, especially college students, are enthusiastic and lively, and they are the new force for weekend holiday travel. In these levels, we can see that at least two levels of people can travel in two-thirds of the total holiday every day.
Holiday tourism consumption mainly includes spiritual and cultural consumption and commodity material consumption. These two kinds of consumption exist in different degrees in the actual consumption of individuals, and their proportions are closely related to the actual needs of consumers. With the development of holiday economy, the proportion of material consumption will become smaller and smaller, while the proportion of spiritual and cultural consumption will become larger and larger. This is because people's desire to improve their quality of life is manifested in the demand for spiritual and cultural products after the material living standard has been continuously improved and reached a certain level. Judging from the current performance of China's holiday economy, spiritual and cultural consumption based on travel has occupied a dominant position. Therefore, doing a good job in spiritual and cultural consumption of each festival will be the core of doing a good job in holiday economy for quite some time to come.
Holiday tourism is the main body of holiday economy, which includes the development of holiday tourism resources and holiday tourism products. The development of holiday tourism resources includes long-distance tourism and short-distance tourism. With the development of tourism and the maturity of people's holiday travel psychology, short-distance travel on ordinary holidays will become the first choice of many consumers, so there will be more market space for developing short-distance travel on daily holidays. At the same time, holiday tourism products must have its outstanding theme, the theme is the soul of tourism products, and the highest quality goal is to serve the greatest satisfaction of tourists. Therefore, it is necessary to adopt a variety of activities to enrich the tourism content, and to mobilize and adjust from a number of different activities to meet the different needs of tourists at different levels and to maximize the enjoyment of tourists. Tourism product mix can take the following ways: project mix is an organic combination of various tourism modes, which can continuously stimulate tourists' interest and meet the comprehensive needs of tourists to enjoy the scenery, enjoy their body and mind, increase their knowledge, enhance their friendship and exercise; Time combination is a way adopted according to the age, body and mood of tourists. Just like playing a piece of music, there are priorities, ups and downs, and various activities are closely linked, without tension, and excitement and leisure complement each other. Spatial combination is a tourism model suitable for highlighting the theme, such as "Five Mountains and Famous Mountains" tour, "Ancient Dwellings Tour" and other tourism projects with distant attractions but prominent themes; The tourism combination is aimed at different consumer groups and is suitable for group tours such as unit tours, family tours, classmates tours, friends tours and individual tours. Functional combination refers to the comprehensive service ability of a scenic spot in eating, living, traveling, traveling, shopping and entertainment, which directly reflects the comprehensive ability of one or several scenic spots. These methods can be used alone or in combination. The key is to ask our management and service departments to make more efforts, find ways, use all available time and seize all available opportunities, constantly increase, transform and innovate service contents and service forms, develop our holiday tourism economy, especially the daily holiday tourism economy, and then promote the rapid development of our holiday economy.
Establish a perfect, coordinated, mature and orderly holiday tourism market system. Holiday tourism is the protagonist of holiday economy, and holiday tourism must be studied to study holiday economy. China is rich in tourism resources. How to develop the existing tourism resources and more new tourism resources is a problem that the whole society should be concerned about. Tourism is a comprehensive industry, which is closely related to all levels of social life and involves all fields of social life. However, due to the constraints of China's long-term planned economic system, the China government has not yet established a tourism management organization. The National Tourism Administration and its subordinate tourism bureaus, as the competent departments of the industry, have a limited scope of tourism organizations, and the relevant transportation, scenic spots and scenic spots are under the jurisdiction of transportation, railways, civil aviation, garden bureau and cultural relics bureau, so it is difficult to achieve unified management and keep pace. Resources can't be rationally allocated and the market can't be effectively regulated, which seriously hinders the formation of holiday tourism market in China and restricts the good development of holiday economy. In order to completely change this situation, in the second half of last year, led by the National Tourism Administration, the State Planning Commission, the Ministry of Public Security, the Ministry of Communications, the Ministry of Railways and other 14 ministries and bureaus formed the "Office of the National Holiday Tourism Coordination Ministers' Meeting", and various provinces, autonomous regions, municipalities directly under the Central Government and 200 key tourist cities also set up special holiday tourism institutions, forming a working network that integrates up and down. Organize and carry out to ensure the healthy and orderly development of holiday tourism market.
At the beginning of June 5438+ 10 this year, the State Council specially held the "National Conference on Tourism Development". Premier Ji and Vice Premier Qian Qichen of the State Council attended the meeting and delivered important speeches. This is the first high-standard, high-level and large-scale tourism work conference held in China since 10. In April this year 1 1, the State Council issued the Notice of the State Council on Further Accelerating the Development of Tourism (Document No.9 issued by the State Council), which put forward the goal of building China into a world tourism power in 2020, and asked all walks of life in the country to act immediately and work together to achieve this goal at an early date. On the premise of a series of preferential policies, various provinces and cities have also taken action to introduce various policies to optimize the regional environment. In many places, tourism development and economic restructuring are organically combined. Tourism promotes economy and economy promotes development, which makes China's tourism industry develop rapidly. In the first half of this year, the number of inbound tourists in China reached 5026? 240,000 person-times, an increase of 5? 85%; Tourism foreign exchange income was 654.38 billion US dollars, a year-on-year increase of 9? 99%。
On May 38, 2006+September 4, 2006, at the national tourism symposium, the National Holiday Office and the National Tourism Administration made overall arrangements for this year's "Eleventh Golden Week", put forward the goal of going all out to achieve "safety, order and efficiency", and issued the Notice on Doing a Good Job in the "Eleventh Golden Week", which made a comprehensive plan for this year's "Eleventh Golden Week" compared with the past. All regions and departments have also made detailed arrangements for the "Eleventh" Golden Week in their own regions and departments according to local conditions to ensure that consumers have a calm, peaceful and comfortable holiday.
Holiday economy is developed under the policy of expanding domestic demand and stimulating consumption. The emergence of holiday economy has played an unparalleled role in pulling the long-term weak consumer market in China. Holiday tourism is the protagonist of holiday economy, which greatly promotes the holiday economy, but holiday economy is not equal to tourism economy. Holiday economy is an economic behavior caused by various demands, supplies and resource allocation, and its consumption conditions are not only money, but also leisure and culture. The higher the consumption level, the stronger its cultural characteristics, the greater its cultural content and the wider its consumption extension. Tourism is a high-level leisure consumption mode and an important part of holiday economy. It is a comprehensive embodiment of social progress and development to organically combine various consumption activities of holiday economy with tourism. With the development of economy and the improvement of people's living standards, holiday economy will further expand domestic demand and promote economic development to a greater extent. Therefore, understanding holiday economy, studying holiday economy, solving the problems in the process of holiday economy development, and building a perfect, coordinated, mature and orderly holiday tourism market system are issues that need further study by tourism industry authorities and relevant departments. Only by reasonably adjusting holidays and markets, giving full play to the role of existing tourist facilities and transportation, and making the allocation of tourism and other industries more reasonable, can we better develop the holiday economy, an important part of China's national economy, and then promote the healthy development of the entire national economy.
[Abstract] Based on the current holiday economy in China, this paper expounds the possibility and necessity of developing sports ice and snow tourism industry, reveals the main problems existing in the development of sports ice and snow tourism industry, and puts forward some corresponding countermeasures. It aims to enrich the theoretical research of sports ice and snow tourism industry in China and provide ideas for the development of sports ice and snow tourism industry.
[Keywords:] ice and snow tourism industry, holiday economy, sports industry
Holiday sports economy mainly refers to the total value of goods realized by people's sports consumption behavior during holidays. Holiday sports economy is an integral part of sports industry and a new economic growth point. At present, with the development of the world economy and the progress of science and technology, people's living standards have been gradually improved and improved, which has greatly changed people's consumption structure. People spend more and more on fitness, entertainment and leisure tourism, which makes more and more people participate in ice and snow sports activities and promotes the development of regional sports industry. Its rapid development will surely become one of the pillar industries of national economy in some areas. Ice and snow sports is a popular activity all over the world, and it is a sport that integrates leisure, fitness, entertainment, vacation and other functions. Developing sports ice and snow tourism is helpful to improve people's physical quality and physical and mental health, improve the quality of life, enhance international exchanges and carry forward national traditional culture.
First, the status of sports ice and snow tourism industry in the holiday economy
In the development trend of holiday economy, one of the biggest characteristics is that the cultural content in economic activities is getting higher and higher, and the role of culture permeates all fields of commodity economy and all aspects of social production and life, becoming the driving force of modern market economy. The development and industrialization of ice and snow tourism cultural resources is a sunrise industry with great development value and sustainable development. Therefore, the development of ice and snow tourism industry will certainly promote the accelerated development of holiday economy, which will inevitably promote the revival of sports ice and snow tourism industry. Today, from the capital cities of three northeastern provinces to Xinjiang in the northwest, 27 cities across the country have played the "ice and snow card", and sports ice and snow tourism is forming a strong development momentum in China. Developing sports ice and snow tourism can not only enrich and promote the development of tourism, enhance the national physique and cultivate ice and snow sports talents, but also promote and promote the development of sports industry, make sports industry a new economic growth point in China, stimulate sports demand and promote the national economic and social development in China.
Second, the development prospect of sports ice and snow tourism industry under the holiday economy
1. The improvement of people's living standards and the increase of holidays have brought new opportunities for the development of ice and snow sports tourism industry.
First of all, since the reform and opening up, China's economy has developed rapidly and people's lives have undergone earth-shaking changes. The increase of national income has laid an economic foundation for holiday sports consumption. In order to stimulate economic development, the government has put forward economic policies to encourage consumption and expand domestic demand. Since 1999, legal holidays were added in the State Council according to residents' needs, and they were adjusted again in June 2007 +0 1 year, which provided sufficient time for residents' consumption and leisure, and laid a solid foundation for holiday economy. At the same time, people use their holiday leisure time to carry out various forms of sports activities such as sports tourism and entertainment to adjust their body and mind. People yearn for a relaxed and pleasant cultural atmosphere, so that people who are usually busy for their livelihood can gradually recover their tired and sleepy bodies, get rid of the spirit of tension and depression and adjust their bodies and minds. The human demand for health also provides important conditions for the development of ice and snow sports tourism.
2. The development of holiday economy has created favorable conditions for the development of sports ice and snow tourism industry.
With the development of holiday economy, the proportion of material consumption will become smaller and smaller, while the proportion of spiritual and cultural consumption will become larger and larger. Consumers' pursuit of quality of life and their desire to meet the needs of enjoyment and development are becoming more and more mature and rational, and people are increasingly aware of the importance of good health and the new orientation of sports value. With the increasing demand for physical fitness, sports entertainment and other aspects, the proportion of sports consumption expenditure in per capita disposable income is gradually increasing. The idea that health plus happiness equals happiness is being recognized by China people. Spending money on health has become a fashion that people pursue, and it also creates favorable conditions for the development of sports ice and snow tourism industry.
Third, the problems existing in the development of sports ice and snow tourism industry
1. Lack of relevant policy support and macro-control.
The policy support for sports ice and snow tourism industry is far from enough, and there is no clear policy to support the development of ice and snow sports industry, especially in land use, taxation and investment. In macro-control, because the sports ice and snow tourism industry is a new industry, the management of the sports ice and snow tourism industry is still in the exploratory stage, and the relevant control mechanism has not yet been formed, which leads to the serious phenomenon of repeated investment in industrial projects, especially the construction of ski resorts, which leads to the decline of profits of the whole industry and disorderly competition.
2. The internal development of the industry is not coordinated
The unreasonable industrial structure of sports ice and snow tourism is mainly manifested in the lag of ontology industry and the absence of intermediary industry. Because the reform of China's economic and sports management system has not been put in place, and the club system has not been pushed forward in the ice and snow sports, the market subject of the ice and snow sports competition performance industry is not clear, and the TV broadcasting rights and advertising income of the competition are very low, which makes the huge investment in ice and snow sports not get the due return, thus affecting the flow of social capital to the ice and snow sports ontology industry. Compared with the development of sports ice and snow tourism industry and ice and snow fitness entertainment industry, the development speed of competition performance industry is very slow, which is out of touch with the development of sports ice and snow tourism industry. In addition, due to the absence of intermediary industry, on the one hand, the development vitality of ice and snow sports ontology industry is not enough, and the benefit is not high; On the other hand, it also affects the expansion of surrounding industries and the improvement of efficiency.
Four, the holiday economy environment, sports ice and snow tourism industrialization development countermeasures
1. Change ideas and strengthen organizational leadership
The development of sports ice and snow tourism industry resources is the need of holiday economy development, and it is also the inevitable choice for social funds to seek new investment fields during the period of national macroeconomic adjustment. It will become a new economic growth point and provide a sustainable development path for sports ice and snow tourism to take the road of industrialization. Under the background of economic and cultural development, scientific and effective measures should be taken to maximize the integration, interaction and mutual promotion of sports ice and snow tourism and holiday economy. Make full use of resources in various regions, and strive to tap and cultivate sports ice and snow tourism industry with regional, ethnic and traditional characteristics.
2. Form a complete ice and snow industry system.
First of all, there must be a high-level planning. In the planning, we should combine the best ice and snow resources with supporting facilities, and combine the available conditions to build several ice and snow tourist areas with reasonable spatial and temporal layout. The government should support and diversify the people, further optimize the economic development environment, fully mobilize the enthusiasm of all parties, jointly develop the ice and snow industry, form a complete ice and snow industry system led by ice and snow tourism as soon as possible, support and encourage private enterprises to participate in the development, develop ice and snow tourism series and supporting products, and promote the marketization and scale of the ice and snow industry, so that ice and snow tourism can truly become an important industry to stimulate local economic growth.
3. Cultivate a qualified sports ice and snow tourism cultural industry team.
The key to developing the cultural industry of sports ice and snow tourism lies in talents. In order to revitalize the stock of local ice and snow sports resources, ice and snow tourist areas must truly realize that the extraordinary growth of sports ice and snow tourism economy must rely on science and technology, regard knowledge and talents as the primary productive force, and cultivate high-level sports ice and snow tourism industry management talents with innovative ability and pioneering spirit. Efforts should be made to build a professional management team with strong politics, fine business, hard work style and high cultural accomplishment, that is, to understand the knowledge of sports ice and snow tourism and have an economic mind, and to strengthen the prediction and analysis of the ice and snow sports tourism market and the training of management personnel. Construct and improve the innovation system with national and regional characteristics, and provide the technical and institutional innovation foundation for the development of national sports industry under the holiday economy environment.
4. Give play to the advantages of national characteristics and regional characteristics.
The duality of national characteristics and regional characteristics constitutes the massiness and regionality of sports ice and snow tourism. To develop the advantages of ice and snow tourism resources in the northern region, we should consider the actual level of local economic development and our own accumulation and investment ability, and we should not blindly compare and imitate. Highlight the potential strength of sports ice and snow tourism industry in the development of holiday economy. Form scale effect, accelerate the concentration and redistribution of elements through polarization and diffusion effect, and form ice and snow sports tourism industry and industrial group with real national and regional characteristics. It is necessary to take the market as the guide, take economic benefits as the core, take products as the center and take capital as the link, form a cross-regional, cross-industry and cross-ownership joint fleet, continuously improve market competitiveness, and form a new pattern of ice and snow sports tourism industry with outstanding folk customs and regional characteristics.
5. Implement the upgrading strategy of sports ice and snow tourism to make ice and snow tourism bigger and stronger.
Through the development of sports ice and snow tourism, ice sculpture of snow sculpture, regional culture, northern folk customs and special catering products, we will enhance our comprehensive competitiveness and build a large-scale ice and snow paradise. It is necessary to guide ski resorts and skating rinks with construction conditions and do a good job in the construction of large-scale children's skiing skating rinks. It is necessary to actively coordinate with the propaganda, radio and television departments, and strive to open ski tourism channels on satellite TV to increase people's understanding of ice and snow tourism. It is necessary to extend the industrial chain of ice and snow tourism, develop ski equipment and equipment such as ski equipment, ski clothes, ropeways, cable cars, snow machines, snow presses and snowmobiles, and gradually develop and expand the supporting industries of sports ice and snow tourism.
Therefore, relevant departments should improve the importance of sports ice and snow tourism to the development of holiday economy. It is necessary to fully realize the huge business opportunities and social benefits of sports ice and snow tourism, provide preferential policies and support for the development of sports tourism resources, maximize economic and social benefits, and increase the publicity of sports ice and snow tourism. Taking sports ice and snow tourism as an intangible product can broaden the consumption field of residents, guide people to change the traditional consumption structure and meet people's growing development needs in education, health and aesthetics.
References:
[1] Yang Ping et al. Current situation and countermeasures of holiday sports economy in China [J]. Journal of Wuhan Institute of Physical Education, 2003(2)
[2] Lian Guihong. The interaction between holiday economy and the development of sports industry [J]. Sports Culture Guide, 2002(4)