"Homesickness" Pushes Demand "Going to the Countryside"
According to the report, under the normalization of epidemic prevention and control, rural vacation is becoming an important leisure and holiday way for urban residents because of its relatively open activity area and relatively low population density. Especially in the case of limited long-distance travel, rural vacation is an important choice for short-distance leisure vacation. According to the data of National Rural Tourism Monitoring Center, in the first quarter of 200219, the total number of rural tourism receptions nationwide was 984 million, an increase of 5.2% over the same period of 20 19. The total revenue of rural tourism in China was 389.8 billion yuan, an increase of 2. 1% over the same period of 20 19.
"Going to the countryside" holiday is becoming a frequent choice for more urban people. Distinguished professor of Beijing Union University and Zhang Lingyun, executive editor of Tourism magazine, believe that this has something to do with homesickness. He said that "homesickness" is people's memory of childhood. With the development of industrialization, people need to create a nostalgic environment for roots, and the countryside just makes this "feeling" become people's spiritual sustenance. Living a slow life in the country for a few days has become the first choice for more and more urban people to understand "homesickness".
"Differentiation" is obviously a challenge and upgrade.
The rural holiday market has ushered in unprecedented development opportunities, but it also faces many challenges.
The report shows that the phenomenon of consumption differentiation in the leisure and holiday market is very obvious. On the one hand, due to the economic downturn, the leisure and holiday spending of low-and middle-income groups has decreased; On the other hand, people's high sensitivity to the price of mass leisure products intensifies market competition. According to the information provided by Meituan, although the frequency of leisure and holiday consumption is increasing, the unit price of such products on its platform is declining. High frequency and low unit price lead to the phenomenon of "prosperous wealth" in the leisure and holiday market.
In this regard, Wei Xiaoan believes that following the market law that consumption leads supply and supply promotes demand, the rural holiday market also has the universality of mass consumption. From the perspective of stimulating consumption, each region should first foster strengths and avoid weaknesses, and then study how to turn short into long.
"Now high frequency, short distance, low unit price and popularization are a development trend, forming a division of labor system combining long and short, which is a manifestation of market maturity. Some operators think that the development prospect of low-end market is not good enough, which is wrong. Consumer demand itself has three levels: low-end, middle-end and high-end, and supply must be these three levels. Their long-term coexistence is in line with economic laws. Therefore, as long as there are benefits to make money, no matter which level has development prospects. The maturity of an industry must be systematic. Don't use one tendency to overwhelm another, and you can't just think of high-end supply when it comes to high-quality development, while ignoring the supply of mass consumption. The economic cycle involves flow and velocity. The greater the flow rate, the faster the flow rate and the greater the effect. The inner cycle and the big cycle of tourism and leisure are also the same concept. " Wei Xiaoan said.
In Wei Xiaoan's view, there are still some problems in the rural holiday industry, such as policy issues, management issues and the relationship between foreign investors and local residents. If these main problems are not solved, the rural tourism and holiday market will still fluctuate.
As an investor in the rural holiday industry project, the assistant general manager of Zhongjingxin Tourism Investment Development Group Co., Ltd. is quite touched. In dialect, rural investment projects involve a wide range and need a lot of coordination. Investors must be all-rounders, who are familiar with laws and policies on environment and land, and have the ability to control the project from planning to construction to operation, and to deal with issues such as neighborhood relations with local residents and benefit distribution. At the same time, he must face the reality that the return period of the project itself is long.
The shortage of talents is also a difficult problem for investors in rural holiday industry projects. Due to the lack of suitable talents and rising labor costs, many investors feel "scratching their heads". Some entrepreneurs said that the problem of the loss of young rural labor force is still serious, and they are more willing to go to big cities to find employment opportunities.
Integrate resources and highlight characteristics
How to correctly treat the problems encountered in the process of transformation and upgrading from rural tourism to leisure vacation? What is the best solution? The industry is thinking while practicing.
When it comes to rural holiday products, "homogenization" is often mentioned. Li Xinjian, a member of the 10th Five-Year Plan Expert Committee of the Ministry of Culture and Tourism and a professor from beijing international studies university, believes that this issue needs to be viewed from two levels. First, not all "homogenization" is a bad phenomenon, so we should make a scientific and rational judgment. For example, in the development of rural tourism, it is more likely to develop products with high similarity in the same area in the face of similar natural environment and cultural background, but it is also possible if people aim at different target markets and provide repeated products every once in a while. Therefore, it is necessary to realize the inherent inevitability and certain rationality of homogenization. Second, when rural holiday products face the same market, developers need to adjust their understanding of existing resources in order to make products stand out. For example, product developers want tourists to live like locals, so the living habits, manners, eating and drinking of people in every place have great mining value. "At the same time, we can also establish a dynamic matching or adaptation mechanism between supply and demand according to the changes in market demand, and form a supply innovation of cultural tourism products with local characteristics. This requires product developers to have the concept of blank space and leave some space when investing in projects, so that after a period of time, when the demand changes, new supply will be formed to meet the new demand. In this way, the ability of dynamic adaptation of supply and demand will be improved, and the problem of homogenization will be solved. " He said.
In Li Xinjian's view, the development of rural leisure and holiday industry needs to handle the relationship between specific products and platform role-playing. In the process of rural tourism development, B&B is a very important starting point, but the role that B&B should play must not be a simple provider of accommodation products. B&B should become a platform for the integration of rural diversified resources, and let tourists go out of accommodation space and enter a broader rural space through product mix.
At present, some competitive leisure and holiday enterprises are trying to improve their professional service capabilities by developing incremental resources or integrating existing resources, so as to solve the problem of low brand concentration in China leisure and holiday industry.
Wei Xiaoan believes that building a holiday complex is probably the development trend of rural holiday industry. "Since we want to be a rural holiday complex, the content, function and tourism experience need to be integrated. The advantage of the countryside lies in its rich local culture. If the holiday complex can be well integrated with local culture and highlight its own differences and characteristics, this may be a good trend. "
Moganshan, Zhejiang, which is building an international rural holiday destination, has initially planned three "zones": to build a high-quality development demonstration zone for homestays, with the key words of "controlling quantity, improving quality and providing excellent service"; Create an industrial integration demonstration zone, highlight differentiated, personalized, localized and international tourism and holiday products, and deeply integrate with sports, culture, agriculture and science and technology to create an eco-tourism and holiday industrial chain; To build an international rural future community, the 10 core village included in the resort will be built into a 10 agricultural tourism complex, so that tourists can better understand that "tourism is a way of life" by enjoying the host-guest space.
Shen Yaoteng, member and deputy director of the Party Working Committee of Moganshan International Tourism Resort Management Committee, said that talent revitalization is the key and core of rural revitalization. If there is no talent, everything is empty talk. In the process of development, Moganshan mainly relies on talents to promote the development of rural tourism and rural holiday industry. "One is to introduce foreign talents, and the other is to guide foreign talents to return to China to start businesses. Young people are knowledgeable, knowledgeable and ambitious, and their return has made the countryside full of vitality. "
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