The American subprime mortgage crisis, which originated in 2007, has now evolved into a financial crisis, affecting all countries and regions in the world, which not only triggered global financial turmoil, but also began to have an impact on the real economy. With the stock market plunging and credit contraction, investors' confidence collapsed and consumers' confidence lost. Many developed countries and some developing countries experienced economic recession, and the risk of the world economy entering stagnation or even recession increased significantly. The financial crisis has had a certain impact on China's economic development. Because tourism is an industry vulnerable to economic fluctuations, it will inevitably be frustrated in this crisis. What impact will the financial crisis have on tourism, and how long will this impact last? This is the focus of current tourism management departments and industries.

First, the impact of the financial crisis on tourism.

The global financial crisis has caused the world economy to stagnate or even decline. Tourism is different from other traditional industries, and the economic downturn has a great impact on tourism. Once the economy fluctuates, people must first cut down on non-necessities of life, and the products provided by tourism belong to this category. Therefore, when the global financial crisis spreads more and more, the development of tourism will be forced to slow down, resulting in an absolute decrease in the number of tourists and tourism revenue. According to the data released by the National Tourism Administration, in August 2008, major cities in China received 276,2491person-times, up only 0.9 1% year-on-year, and Beijing received 2,534,994 person-times of inbound tourists, down 8.9% year-on-year. Inbound tourism declined the most in September, with the national tourism (foreign exchange) income of 365,438+42 million US dollars, down 1 1.36% year-on-year. The number of inbound tourists in China was1056,400, a year-on-year decrease of 5.94%, including foreigners1883,300. From June to September, the number of inbound tourists was 97.2974 million, a year-on-year decrease of 0.37%. Among them, foreigners 18352700, a decrease of 3.53%. According to estimates, the national tourism (foreign exchange) revenue was US$ 29.828 billion, down 3.26% year-on-year. The inbound market of Hangzhou tourism has also been sluggish, and the first quarter of 2009 was basically the same as the same period last year. According to preliminary statistics, the city received 444,000 inbound tourists, up 0. 1% year-on-year. Among them, 30 1.300 foreigners were received, a year-on-year decrease of 3.2%. Among them, the Asian market grew slowly, the European market rebounded slightly, the American market fell sharply, the Oceania market fell sharply, and the Hong Kong, Macao and Taiwan markets grew simultaneously. The slowdown and decline in the growth rate of inbound tourism shows that, in addition to the impact of natural disasters in the first half of the year, the subprime mortgage crisis has also brought a certain impact on China's inbound tourism market, which will gradually appear over time and last for a period of time.

Second, the revitalization of tourism business strategy

(A) the government level

Give priority to macro-control and expand domestic consumption demand. Taking expanding domestic consumption demand as the main driving force for long-term economic growth. From the perspective of economic growth, the growth rate of investment in China shows a downward trend, and under the joint action of the global financial crisis, rising factor prices and the inertia of domestic macroeconomic policies, the negative effects of over-reliance on investment have also appeared. At the same time, the market demand of export-oriented enterprises in China has obviously shrunk, and some small and medium-sized enterprises that rely entirely on exports are facing the tragedy of bankruptcy, which leads to an increase in unemployment and a decrease in per capita disposable income. In 2007, China's contribution to the world economy exceeded 16%. In the context of the current global economic slowdown and the intensification of the international financial crisis, China, as the largest developing country in the world, has maintained rapid economic growth by expanding domestic consumer demand, which will play a positive role in extricating the world economy from its predicament through trade and financial channels. Correctly guide the development of tourism, expand the number of tourists, and use the driving role of tourism to promote the development of related industries and promote economic growth.

Since the second half of 2008, the Hangzhou municipal government has taken a series of measures to stimulate the economy, and the tourism department has also tried to stimulate tourism consumption through various means. From March 2009 1, Hangzhou issued 2.4 million "Hangzhou tourist coupons" with a face value of10.5 billion yuan to domestic cities and Hong Kong, Macao and Taiwan regions, which can be used in 8 18 stores in Greater Hangzhou. At the same time, tickets worth about 50 million yuan were presented, and the total discount in the city reached 200 million yuan. As of April 20th, 2.2 million "Hangzhou tourist vouchers" have been issued to tourists, and 200,000 vouchers in some districts and counties (cities) will be mainly used to implement the citizens' tourism and leisure plans during the May Day and Dragon Boat Festival holidays. At present, the number of foreign tourists who come to Hangzhou with "Hangzhou tourist vouchers" is increasing day by day, and the expected effect has been achieved initially. Mainly reflected in the following three aspects: First, it expanded the popularity and reputation of Hangzhou. Since March of 1, "Hangzhou travel voucher" has become the focus of media and public opinion at all levels. In the form of news and in-depth reports, CCTV continuously broadcast the dynamic situation of "Hangzhou Travel Voucher" on economic channel, comprehensive channel and news channel, which caused great repercussions throughout the country. The People's Daily, Xinhua News Agency and other central media continuously reported the distribution and use of "Hangzhou Tourism Voucher". The Los Angeles Times, AFP and other overseas media have also paid attention to and reported the "Hangzhou Travel Voucher", which directly improved the visibility and reputation of Hangzhou. Ctrip.com recently released the list of hot tourist cities in China in the spring of 2009, and Hangzhou surpassed Hongkong, Sanya and other popular cities, ranking first. Second, it has brought benefits to tourists coming to Hangzhou. Since the beginning of March, 2009, Lingyin Feilaifeng, Lingyin Temple, West Lake Cruise, Xixi Wetland, Leifeng Pagoda, Qiandao Lake Scenic Area, Louwailou, Zhiweiguan, Metropark International Hotel, Grandma's House and other tourism enterprises have received a large number of tourists with "Hangzhou Travel Vouchers". Through the analysis of the total voting results of 468 questionnaires and 1359 online surveys, it is found that 466 tourists who filled out questionnaires and came to Hangzhou with coupons used 2936 coupons, with an average of 6.3 coupons per person, which directly saved the travel cost. Third, it directly boosted Hangzhou's tourism economy. According to a special survey, 82.62% of the respondents said that the travel voucher prompted the ticket holder to have the idea of traveling to Hangzhou; According to the sampling survey, every 10 yuan of Hangzhou tourist vouchers in the hands of ticket holders will boost Hangzhou consumption by 289.45 yuan. In the first quarter of 2009, Hangzhou received 1 1225600 domestic tourists, an increase of 8.4% year-on-year, an increase of 1. 1 percentage point over the same period last year. Domestic tourism revenue reached 654.38+03.934 billion yuan, a year-on-year increase of 654.38+02.3%. Among them, there were 6,730,400 overnight visitors, up 2.3% year-on-year; Received 4,495,438+00,000 person-times of "one-day tour", up 18.9% year-on-year. Among these data, Hangzhou tourist vouchers have played a great role in driving tourists to travel, spend and stay in Hangzhou, and the multiplier effect is very obvious. There are several phenomena that can prove the recent surge in the number of tourists in Hangzhou: first, the number of tourists received by scenic spots has soared, and the number of tourists in scenic spots such as West Lake and Xixi Wetland has become a dime a dozen; Second, the occupancy rate of hotels, restaurants and tourist vehicles has soared, and even a room is hard to find and a car is hard to find on weekends; Third, several cultural performances have been added. Recently, "Legend of Song" set a historical record of eight games in a single day, surpassing last year's "Eleventh" Golden Week; Impression West Lake is performed every Friday and Saturday, which reflects the increase in market demand.

(B) the level of tourism enterprises

1. Pay close attention to economic trends and change marketing strategies in time.

Professor Dai Bin, vice president of China Tourism Research Institute and a famous expert in tourism economy, submitted a relevant investigation report on the impact of the financial crisis on China's tourism industry to the National Tourism Administration. In this report, Professor Dai Bin believes that the financial crisis will definitely affect the tourism and hotel industry in China, but the impact will not be great, and the domestic tourism market will be more concerned. The key target of tourism enterprise marketing should be domestic tourists, and try to launch some economical short-term tour routes according to the vital interests of tourists. At the same time, we should pay attention to the investment of marketing expenses, reduce marketing costs and expenses, minimize unnecessary expenses and reduce advertising investment in a depressed environment. Under the influence of the financial crisis, the number of consumers in overseas markets, especially in Europe and America, will drop sharply, and the input cost is not proportional to the output. We should try our best to reduce the marketing cost in this kind of market. For the domestic market, we should also be cautious, and the consumer confidence of most consumers has been hit hard. Experts believe that from the figures provided by major travel agencies, the increase in turnover is far less than the increase in the number of tour groups, which also shows that the consumption in the tourism market has been "tired". So don't expect to do a lot of marketing in exchange for an increase in the number of tourists.

Since 2009, Zhejiang has actively built excellent eco-tourism projects, forming a good market atmosphere for promoting eco-tourism. Zhejiang is a province rich in ecotourism resources, which has great potential and broad prospects for developing ecotourism. At present, there are 1 national ecological counties, 43 national ecological demonstration zones, 138 national towns with beautiful environment and 2 national ecological villages in Zhejiang, ranking among the top in the country. A total of provincial eco-counties (cities, districts) 1 1 have been established in Zhejiang, with 450 provincial eco-towns and 3999 eco-villages above the county level. It is reported that at present, Shaoxing Huiji Mountain Scenic Area and Ningbo Bridge Eco-tourism Zone have been jointly named by Zhejiang Tourism Bureau and Environmental Protection Bureau as the first batch of eco-tourism demonstration zones in Zhejiang Province. In addition, seven scenic spots, including Hangzhou Tianmu Mountain Scenic Area, were named as the first batch of eco-tourism scenic spots in Zhejiang Province. [6] Eco-tourism not only meets the growing global demand, but also promotes the concept of environment-friendly tourism and resource-saving management methods. Tourism, which has already appeared in the financial crisis, is expected to suddenly rise. ?

2. Make full use of the economic downturn and strengthen the self-construction of tourism enterprises.

China Finance Network reported that the growth momentum of tourism next year may not be optimistic: as far as tourism is concerned, if we find a coincidence point in China's history, we think it may be 1996? The situation in 1999 is similar, but the difference is that the events distributed in the past four years have gathered this year, the domestic export situation has deteriorated, the real estate bubble has emerged, the global economic recession and financial turmoil are in the period of economic restructuring, and the income growth in that year has been hit by turns, and finally it has lost its ability to resist, so the situation it may face is even more severe. Based on this, it is speculated that the growth of per capita disposable income in China in 2009 may not be optimistic. The cruel reality is in front of the enterprise. Tourism enterprises should make full use of this period, strengthen self-construction and internal reform, further improve enterprise management system, especially strengthen corporate culture construction and staff training, so as to join the ranks of market competition as soon as possible when the economy recovers.

3. Group development of tourism enterprises.

Group development is not a new term, but in the current form, many small and medium-sized enterprises are getting more and more sad, which highlights its importance. The Group mainly relies on its own brand advantages and market advantages, and through chain operation, franchising, management contracting, strategic alliance, etc., strengthens group management, reduces enterprise investment risks, expands business scale, and increases market share, so that some small and medium-sized enterprises that voluntarily join can rely on the strength of large groups to resist external risks and tide over the current crisis.

4. Tourism enterprises develop into brands.

Brand is an intangible asset of an enterprise, just like a person's reputation, it is an image and a reputation. An entity can have its actual value, and the value of an image or reputation may far exceed the value of the entity to which it is attached, or even be priceless. Brand is a magic weapon for enterprises, especially small and medium-sized enterprises, which can bring market effects to enterprises. Brand strategy should establish and shape brand image and improve brand awareness. Brand building is a systematic project, including management, service, production, decoration, morale, culture, connotation, spirit and other factors, which run through the whole process of enterprise management. Under such a crisis, it is wise for small and medium-sized enterprises to implement brand strategy if they want to tide over the difficulties.

(C) the level of trade associations

Tourism is a highly market-oriented, comprehensive and related industry, and it is particularly important to play the role of various tourism industry associations. Tourism industry association is an army, a wheel to accompany and promote the development of tourism, and a right-hand man of tourism administration department. The status is constantly improving and its role is becoming more and more obvious. Tourism enterprises are the main body of the tourism market. With the gradual improvement of the market economy system, it is necessary for various tourism industry associations to play the role of bridges and ties, communicate the relationship between the industry and the government, safeguard the legitimate rights and interests of the industry, coordinate enterprises in the same industry to establish industry norms, conduct self-discipline management, and promote the improvement of the quality of the industry, so as to perform their functions and achieve their goals. Facing the crisis, relying on the coordinating role of trade associations, we should create a good tourism market environment and establish a standardized tourism market order, so that tourism enterprises can tide over the crisis smoothly.

(Author: Hangzhou Academy of Social Sciences)