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.
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 taxis, 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, and was widely welcomed by all sectors of society, prospering the local economy, promoting 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, classmate 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. The unreasonable allocation of resources and the effective regulation of the market have seriously hindered the formation of China's holiday tourism market and restricted 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 and introduced 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.
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