Travel agencies take tours at low prices and get high shopping rebates; The price of goods in shopping stores has inflated, and 50%-90% of the selling price is used as a rebate to travel agencies; Tour guides cheat tourists, cheat tourists to spend money, and even insult and beat tourists ... There are frequent tourism chaos in Yunnan, and "zero negative tour fee", "shopping trap" and "beating tourists" have become chronic diseases.

On the 27th, Yunnan launched the "most stringent" rectification measures in history, trying to solve the chaos in the tourism market from the root, which aroused widespread expectations in the society. How did "Yunnan Prescription" get rid of the above-mentioned tourism ills?

One of the ills: Zero-negative tour fare-the "source of all diseases" of tourism

Symptom Description "reported a 9-day trip to Yunnan on 10, with a tour fee of 1980 yuan. I thought it was cheap, but I didn't know that shopping took up most of the time and the time spent playing in scenic spots was very short. Zhao, a tourist from Ningxia, said that he traveled to Yunnan last August. Although the tour fee was cheap, he spent nearly ten thousand yuan on jade and tea.

Under the mode of "zero-negative tour fee", the travel agency receives the tour group at the cost price or even lower, and makes up for the loss and gains profits through shopping rebates. According to the data, in 20 16 years, Yunnan Travel Agency received a total of 273 1 10,000 group tourists, of which more than 95% had zero group fees.

At present, many travel agencies compete for the number of tourists, not the quality. In order to pursue quantity, price war is the most effective method, so the abnormal business model of "vicious competition at low price and high shopping rebate" is widespread. Low-price competition makes it difficult for positive-priced groups to survive, forming a "bad money drives out good money."

Chen Shun, vice governor of Yunnan Province, bluntly said that the problem of unreasonable low-cost travel is prominent and it is difficult to rectify it. In recent years, although Yunnan has carried out many special rectification actions, it has not really cut off the interest chain, broken the hidden rules of the market and completely reversed the abnormal business model, so it has little effect and often rebounds after rectification.

In view of the "zero-negative tour fee", Yunnan has adopted the most severe measures to regulate the business behavior of travel agencies: it is forbidden for travel agencies to publish and sell "unreasonable low-cost tour" products and receive relevant teams, and travel agencies that violate the regulations are suspended for rectification. If the rectification constitutes a crime, their business licenses will be revoked according to law; Implement the new tourism standard contract and cancel the shopping additional clauses in the tourism contract; Establish a "blacklist" system for travel agencies.

With the "unreasonable low-cost tour" mode broken, Yunnan tourism quotation may rise, and the number and income of group tourists may decline in the short term. In this regard, Ruan Chengfa, governor of Yunnan Province, has a firm attitude: "We have made up our minds to do whatever it takes. We would rather not increase the number of tourists and tourism income, but also completely rectify it. "

The second problem: shopping trap-inflated prices and fraudulent consumption.

Symptom description: Huang Longyu Brave and Bracelet, which cost 65,438+100000 yuan, are actually only worth 2,000 yuan after being appraised by knowledgeable people. The jade bought for 5,000 yuan was appraised as the most valuable in 400 yuan ... The message boards of some websites are full of such complaints.

According to the information published on a website, the tourism complaint platform received 1398 complaints last year; It involves 729 pieces in various provinces, autonomous regions and municipalities, including 305 pieces in Yunnan, accounting for 4 1.8%, which is significantly higher than other provinces, autonomous regions and municipalities. According to statistical analysis, 85% of complaints are caused by low-cost travel and tourism shopping.

In the field of tourism shopping, shopping stores pay high kickbacks to travel agencies and tour guide drivers to attract tourists, tour guide drivers protect their interests by collecting kickbacks, travel agencies subsidize price competition by collecting kickbacks, and shopping stores, travel agencies and tour guide drivers form a gray interest chain.

According to the investigation of the relevant departments in Yunnan, in the unreasonable low-cost tour mode, the price of shopping stores is inflated, and the price of typical commodities (such as jade, silverware and medicinal materials) is more than 30 times of the purchase price, and 50%-90% of the commodity price is returned to the travel agency as a rebate, and the travel agency gives the tour guide a commission according to a certain proportion. Yunnan's characteristic tourist commodities, such as jadeite, have large bargaining space and limited professional knowledge of tourists, which provides soil for the existence of shopping traps.

In view of the problems such as inflated prices and fraudulent consumption, Yunnan tried to completely cut off the gray interest chain of tourism shopping. Cancel the designated shopping for tourism and bring all tourism shopping enterprises into the unified supervision of ordinary commodity retail enterprises. It is strictly forbidden to arrange and induce shopping in disguise to prevent the formation of a new gray interest chain. Severely punish fraudulent sales against tourists, including "drug support" and "wine support".

In this regard, shopping stores in Yunnan will usher in a "painful period." In the transformation of old and new business models and the adjustment of benefit distribution pattern, some shopping enterprises may be successfully transformed, while others will be eliminated. Yu Fan, director of the Yunnan Tourism Development Committee, believes that group tourists only account for 6.34% of the total number of tourists in Yunnan. If tourism shopping enterprises change their business model and successfully find a new way out, they can create more market space.

The third chronic disease: beating and scolding tourists-from "happy tour" to "noisy tour"

Symptom Description "Since our trip to Yunnan, the local tour guide has been asking us to do shopping, saying that we cheat to eat and drink when we travel to Yunnan without buying anything, which is simply heartless ..." A tourist from Hubei said that when we traveled to Yunnan in February this year, we had to shop almost every day and didn't listen to the bad words of the tour guide.

In recent years, incidents of Yunnan tour guides beating and scolding tourists have occurred from time to time. There are also tour guides and drivers who dump tourists halfway because their shopping is "not up to standard". Some tourists took a video of the tour guide beating and scolding tourists and sent it online. Every time they cause an uproar, Yunnan's tourism image "collapses".

Root analysis "evil tour guide" is the product of abnormal competition in the tourism market. At present, the labor relationship between travel agencies and tour guides is not standardized. Most tour guides not only can't get a fixed salary, but even have to pay "money" to take the tour. Tour guides can only get kickbacks by tourists shopping and participating in self-funded projects.

As a result, the tour guide has become a "shopping guide", taking a cursory look at the scenic spots and sparing no effort to induce consumption. If tourists can't reach a certain amount of shopping, tour guides may have to "post money", and words of forced shopping and abuse will appear frequently. Chen Shun said: "In this gray interest chain, everyone may become a bad person."

According to Yu Fan, in view of the quality of tour guide service, Yunnan will establish a provincial tour guide management platform, and all tour guides in the province will be included in the platform for real-time dynamic supervision; Establish an online evaluation system of tour guide service quality, and the evaluation results will be the main basis for the star rating of tour guides, and the evaluation results will be made public to the public; Strengthen the management of contracted tour guides, establish a reasonable salary system, and protect the legitimate rights and interests of tour guides.

In view of the situation that local governments are "unwilling to manage, afraid to manage, unable to manage and poorly manage" the tourism chaos, Yunnan Province has made it clear that the main leaders of the state and municipal governments are the first responsible persons for the supervision of the tourism market. If a vicious tourism incident occurs and causes adverse social impact, the relevant responsible person should be seriously held accountable.

Experts analyze the chaos in the tourism market

You are a beauty, how can you be a thief? What is bad is usually not a specific person, but a rule that has to be followed. Female tour guides insult tourists, which seems arrogant, but in fact they are weak and self-defeating. Tourism services based on dishonest rules of the game, in the final analysis, have no winners, but are all victims. Aside from the abuse of the female tour guide, her grievances are more well known: these days, consumers are complaining, businesses selling fake goods are also complaining, sick patients are complaining, and doctors who diagnose diseases are also complaining. Social bilateral relations are so paradoxical that even the banking industry publicly declares itself as a "vulnerable group".

When honesty is crushed into dust by short-sighted utilitarianism, the value lever based on the law of dishonesty and market competition brings far more than disorder of order, but also subversion of social mentality. Society is sick, so it is not enough for tour guides to take medicine. For female tour guides, we might as well listen to them. At the moment when anger and noise are everywhere, we may need rational reflection more.