First, the status quo and problems of domestic theme summer camps
(A) the status quo of the theme summer camp
1. Status of commercial entities
At present, there are many organizations operating theme summer camps in the market, but they can be basically divided into four categories: travel agencies, education and training consulting institutions, affiliated institutions and other institutions. Taking Guangzhou as an example, according to the author's statistics, as of April 20 15, there were more than 200 travel agencies involved in theme summer camp business in Guangzhou, among which Guangzhou Travel Agency, Guangdong China Travel Agency, Guangzhou Jinma International Travel Agency and Guangzhou China Youth Travel Agency were the representatives. There are many educational and training consulting institutions in Guangzhou, with different scales. Among them, foreign language training consulting institutions mainly focus on theme summer camps, represented by New Oriental, EF, Global IELTS and Guangzhou Oriental English College. As for franchisees, Odeman Summer Camp, which originated in Hongkong, has brand influence in Guangzhou. Odeman Summer Camp has absorbed the development experience of western summer camps 100 years, and is by far the most influential theme summer camp franchise store in China. In other institutions, such as 2065438+August 2004, Guangzhou Leiyang Chamber of Commerce was held in Hunan? Go to dad's house? Family Summer Camp for Caring for Floating Population July 438+04, 2065? Xinfeng sponsored the students of Guangzhou Municipal Committee of Zhi Gong Dang? Concentric summer camp activities? Wait a minute. The above situation shows that the main scale of domestic theme summer camps is different and the professionalism is uneven. At the same time, there are some problems such as low entry threshold and unclear boundary.
2. Current situation of operating products
There are many kinds of products in domestic theme summer camps, but the main themes are English learning, specialty training, physical training, popular science education, experience, military, study tour, inspiration, potential training, weight loss and learning method training. The journey or training period of domestic products is usually 3 ~ 15 days, and the price ranges from 3000 to 9000 yuan; The travel time of international products is usually 6 ~ 2 1 day, mainly including the European line, the British line, the US-Canada line and the Australia-New Zealand line, and the expenses range from 26,000 to 70,000 yuan. Taking the theme summer camp products operated by Guangzhou Travel Agency as an example, there are five main types: study abroad, outdoor sports, parent-child, tourism, science and technology education and other products. According to relevant data, summer camps for studying abroad and traveling occupy most of the market share of summer camp products of Guangzhou Travel Agency. For example, the study tour summer camp of Guangzhi Travel has a large market demand and is welcomed by students and parents. In recent years, the performance of group tours has nearly doubled every year.
(B) Problems in Theme Summer Camp
1. Give priority to tourism, supplemented by study.
Taking Guangzhou as an example, in April of 20 15, the author found that the theme summer camp with life experience and tourism accounted for more than 50% of the existing products in the market, the theme summer camp with equal emphasis on tourism and courses accounted for more than 30% of the market, the theme summer camp with pure classes accounted for about 2%, and others accounted for about 18%. Such as Guangzhou Travel 20 14? Yale university 16 days? Theme summer camp, the whole course 16 days, including five days of round trip, six days of sightseeing, five afternoons and five mornings of English study. From New Oriental School? Route 1A ―― Three-Tour Experience Camp on East and West Coast of University of California, Berkeley? Theme summer camp, the whole camp lasts for 22 days, including 4 days of round trip, 8 days of sightseeing, 9 classes in the afternoon and 9 classes in the morning. The above two summer camps are products with the slogan of learning courses, but the course arrangement accounts for less than 1/4 of the whole trip. Did you learn less? The problem is outstanding.
2. Mainly going abroad, lack of in-depth content
At present, there are two basic operation modes of theme summer camp products in the market: one is that training institutions design products and sell them to students, and then subcontract specific links to travel agencies for implementation; Second, travel agencies entrust products to training institutions for sale. More than 80% of the training institutions participating in the theme summer camp in Guangzhou are foreign language training institutions. In order to meet the needs of customers, studying abroad has become a necessary project of theme summer camp. However, due to the immature cooperation with overseas courses or cost saving, their products lack deep-seated content such as cultural experience.
3. The main beneficiaries are only those with superior economic conditions.
In an interview with some large travel agencies in Guangzhou, the author found that the theme summer camp products are basically aimed at 8-22-year-olds with superior family conditions in first-and second-tier cities, and the beneficiaries are limited to families with superior economic conditions. At present, the average cost of domestic theme summer camp products in the market is more than 3500 yuan a week, which is equivalent to the income of middle-income people in second-tier cities for one month. This is a big expense for ordinary families. In addition, only a few people get the opportunity to participate in the theme summer camp for free through public welfare activities. Therefore, the beneficiaries of summer camp products are very limited, and most rural students cannot participate.
Second, the advantages of building a theme summer camp destination in Guangzhou University Town
(a) have the resources to adapt to the theme summer camp.
1. Excellent cultural knowledge.
There are ten universities in Guangzhou University Town, including Sun Yat-sen University, South China University of Technology, South China Normal University, Guangdong University of Foreign Studies, Guangzhou University of Traditional Chinese Medicine, Guangdong Pharmaceutical University, Guangzhou University, Guangzhou Academy of Fine Arts, Xinghai Conservatory of Music, Guangdong University of Technology and so on. It is the most successful of all university parks in China, and it is also the center of senior talents training, scientific research and exchange in South China. Active academic atmosphere, very suitable for teaching activities and learning popular science knowledge. Guangzhou University Town not only gathers famous schools, well-known scholars, experts and young teachers, but also has more than 200,000 college students. The proportion of high-quality talents is very high, which can completely solve the professional quality problems of counselors and has the cultural knowledge conditions to carry out theme summer camps.
2. There are complete cultural and sports facilities.
Guangzhou University Town is located in Panyu District, Guangzhou with convenient transportation. The expressway goes directly to all parts of the Pearl River Delta, and the rail transit and highway traffic of Metro Line 4 form a three-dimensional traffic network. Guangzhou University Town has complete living service facilities, including 7 business and leisure hotels, 5 business centers, hundreds of family hotels and thousands of restaurants. It's convenient for food, clothing, housing and transportation. The cultural, artistic and scientific experience facilities in Guangzhou University Town are perfect, including 1 Academy of Painting, 1 Concert Hall, 1 Science and Technology Museum, 1 Multifunctional Experience Hall and 2 sports centers. In addition, each university has more than one gymnasium, playground and swimming pool, and there are many ball fields such as volleyball, basketball, badminton and football, which are suitable for all kinds of sports. 3. Have a good natural ecological environment.
There are four historical sites in Guangzhou University Town, including tombs and palaces of the Southern Han Dynasty more than 1000 years ago. At present, a site museum is under construction. There are three natural wetland parks, covering an area of 5 square kilometers, accounting for about 1/5 of the whole university town area, among which the central lake is particularly beautiful; There are two museums: Guangdong Museum of Traditional Chinese Medicine and Guangzhou University Town Museum (Lingnan Impression Garden). The University Town has the most beautiful greenway around the island in Guangdong Province, and Binjiang Park surrounds the University Town with quiet and beautiful scenery. There are 8 immovable cultural relics/kloc-0 in the university town, including 2 national key cultural relics protection units, 3 municipal cultural relics protection units, 4 municipal registered cultural relics protection units and 9 district registered cultural relics protection units. Besides, Guangzhou University Town is surrounded by Guang Zhouta, Whampoa Military Academy, Zhou Xiao Village, Chimelong Happy World and other famous cultural landscapes. It can be seen that Guangzhou University Town is rich in cultural and historical resources and natural ecological resources, which is very suitable for popular science and theme sightseeing activities.
(2) You can make full use of the holiday idle resources in the university town.
1. can make full use of idle resources in schools.
The time distribution of resident population in ten universities in Guangzhou University Town is seriously unbalanced. Every winter and summer vacation, even empty cities appear, and a large number of public facilities are idle on holidays, which leads to low utilization rate of existing resources and involuntary waste of social resources. The author investigated the use of canteens, student dormitories and teaching buildings in Guangzhou University Town in different periods, as shown in table 1.
2. You can make full use of the idle resources of the merchants.
At present, Guangzhou University Business Center and Xintiandi, two major consumption areas in Guangzhou University Town, are commercial areas integrating catering, leisure, shopping and hotels. According to the survey, there are about 300 shops in and around the business center of Guangzhou University, and about 400 shops in Xintiandi and around it. The daily turnover is more than one million yuan, and the business turnover and operating profit are considerable. However, during the winter and summer vacations, there are few students in school and the university town is empty, which makes it difficult for businesses to maintain. Therefore, more than 90% of the businesses closed during these two holidays, and the losses were serious. Holiday theme summer camp activities can make up for this deficiency to some extent.
(3) Poverty alleviation, in line with the University Town Promotion Plan.
In recent years, vulnerable groups? The education of left-behind children has become a hot topic, and it is very important to carry out educational activities such as public welfare theme summer camp in university town to solve the problem of left-behind children in rural areas. Unattended holidays, frequent accidents? 、? Incomplete personality? 、? Academic delay? The issue of equality and concurrency is of great significance; On the other hand, it is conducive to travel agencies and other relevant stakeholders to assume social responsibilities and help groups in need of care in society. In addition, the theme summer camp is held in the university town, which puts forward higher requirements for transportation and other infrastructure, and is demand-oriented, prompting the university town to speed up the optimization of transportation system and improve living facilities. This is different from the implementation of the Work Plan on Implementing the Promotion Plan of Guangzhou University Town adopted by Guangzhou Municipal Government on 20 12. Five major projects? In addition, the idea of making the university town a tourist destination for short-distance summer camps is also related to the above-mentioned scheme construction. Fourth base? One of them. ? Characteristic tourist base of university town? Echo each other.
Three. Suggestions on Destination Construction of Theme Summer Camp in Guangzhou University Town
(A) the design meets the theme requirements of summer camp products
Follow the characteristics and laws of summer camp, and don't design summer camp products according to general tour groups or training courses. In the design, focusing on the combination of research and tourism, increasing the proportion of research in the itinerary, refining the research content, and formulating professional research plans; Reduce casual play, and give some learning content according to the theme when traveling, so that learning and experience can be combined. In implementation, in strict accordance with the theme requirements of the summer camp, there are professional counselors leading the tour, and different organizers form a division of labor. The summer camps organized by the school are not for profit or have low fees, mainly domestic summer camps, while social forces mainly operate high-end international summer camps, forming different social divisions.
(2) Encourage college students to participate in entrepreneurial activities in summer camps.
In order to analyze college students' attitude and willingness to start a business in theme summer camp construction, the author conducted a questionnaire survey in April 20 15. The subjects of the survey were college students majoring in tourism management in Guangzhou University Town, and * * * questionnaires were collected 103, of which 9 1 was valid. The survey results show that 56.04% of the respondents are optimistic about the theme summer camp in the university town, which is feasible and has certain social value and significance. Only 4.3% people think that the University Town does not have the conditions to receive summer camps, which shows that most students support the construction of Guangzhou University Town as a theme summer camp product destination. The survey also shows that 60.4% of the respondents' first wish after graduation is to engage in the tourism industry, and 39.7% of the respondents who are willing to start a business express their wish to start a business in the related industries of theme summer camps. Therefore, developing theme summer camp products can provide more entrepreneurial opportunities for students.
(three) to carry out public welfare activities in the summer camp
According to statistics, by the end of 20 13, there were about 6.87 million migrant workers in Guangzhou. More than 60% of migrant workers' education level is limited to junior high school or below, and 70% of them have an average monthly salary of less than 3,000 yuan. The rapid development of Guangzhou's economy is inseparable from the contribution of migrant workers, but the education problems of left-behind children in many migrant families are increasingly prominent. From 2065438 to March 2005, the author conducted a semi-structured interview on the needs of floating population families for public welfare theme summer camps, and found that they were generally looking forward to and willing to participate. Cao Guolong, president of Hunan Leiyang Chamber of Commerce, said? The Chamber of Commerce serves the hometown people, and we are very willing to help the hometown people who work in other places, and we can provide some help in terms of funds. ? Therefore, we can cooperate with the chambers of commerce and other organizations around Guangzhou to carry out public welfare theme summer camps to serve the left-behind children of migrant workers, which will help Guangzhou University Town to play a greater social value.
Guangzhou University Town has complete infrastructure, hospitals, business districts, hotels, entertainment and other facilities, and is fully equipped with reception conditions. However, the reality is that the visiting delegation needs to go through a series of applications to enter the campus activities of the university town, which is complicated and takes a long time, resulting in low resource utilization. Therefore, there is still a lot of work that needs the joint efforts of the society and the government to build a theme summer camp destination and give full play to the greatest social value of the university town.