Tourism is a product of civilized society, but uncivilized tourism occurs from time to time; Business is a transaction based on trust, but there are always dishonest merchants who break the rules; Travel is an act of experiencing happiness, but uncivilized and dishonest phenomena often destroy the mood to enjoy happiness.
After the pandemic, the travel market recovered quickly, and people can finally enjoy normal travel without restrictions. But what follows is the phenomenon of uncivilized tourism in many places, dishonest operation by businesses, irregular management of scenic spots or places, and tourists abandoning garbage at will, trespassing into ecological reserves, etc., casting a layer of disgraceful shame on the originally glamorous tourism.
Tangyin Yue Fei Temple, tourists angrily smashed the statue of Qin Juniper
1//Why are "travel scandals" so frequent?
There is an understanding that these disgraceful phenomena are the result of the "shutdown" of the tourism market in the past three years. I think that there is a relationship, but it does not have much to do with it, because uncivilized, dishonest, non-standardized, undisciplined and other phenomena have always existed, and before the epidemic, many such "tourism scandals" would break out every year, such as "sky-priced dishes", "sky-high noodles", "sky-high price water" and "sky-high price houses" that merchants did not operate honestly, which repeatedly set off the attention of public opinion.
In order to eradicate these phenomena, as early as the former National Tourism Administration, it introduced the "blacklist" management measures for dishonest tourism operations and uncivilized tourism behaviors, and a batch of "blacklists" were also published from time to time every year to warn them.
The reason why the public thinks of the "shutdown" of tourism during the epidemic is that some tourism operators have experienced three years of difficulties, and finally waited for the Spring Festival and Spring Tour passenger flow to soar, and wanted to take the opportunity to "compensate revenue", and there was a phenomenon such as "1,500 yuan and 4 sky-high dishes"; Second, tourism consumers have also been depressed for three years, and finally waiting for free travel, there is a long-suppressed emotional catharsis, and impulsive behaviors such as "smashing the statue of Qin Juniper" appear; Third, after the sudden liberalization, the "shutdown" tourism management, service standards, as well as public opinion guidance, atmosphere creation, etc. in some places are not fully prepared, have not been effectively restored, and are in a state of absence, which also makes dishonest businesses and uncivilized tourists take chances and act recklessly.
That is, the lack of various social emotions, standardized management and publicity guidance caused by the "shutdown" may lead to more uncivilized, dishonest, non-standardized, and non-self-disciplined phenomena than in previous years. However, these are only occasional events in the market, and on the whole, the tourism market is still harmonious and orderly, which is undeniable.
At the same time, it should also be recognized that some "sky-high prices" also have cost and cultural misunderstandings. For example, in some mountain-type scenic spots with difficult terrain, due to inconvenient transportation, the materials on the top of the mountain need to be transported by "mountain pickers" from the foot of the mountain or halfway up the mountain by carrying them on their shoulders, and the transportation cost will increase. A bottle of mineral water sells for 2 yuan at the foot of the mountain and 5-8 yuan at the top of the mountain; It is understandable that a bucket of instant noodles sells for 5 yuan at the foot of the mountain and 10-15 yuan at the top of the mountain. If it is still sold at a normal price, the scenic spot cannot afford the transportation costs of the "mountain pickers", and the "mountain pickers" cannot get paid, and they are unwilling to carry hard work and tiring work on their shoulders, and there may not be any materials on the top of the mountain to meet the consumption needs of consumers.
Huashan "Mountain Picker"
For example, the noodles in the Guanzhong region of Shaanxi Province are traditionally "bowls of large noodles and few", the bowl is a sea bowl, the number of noodles is counted, and four "trouser belt noodles" are placed in a large sea bowl, which visually looks insufficient. If you can't finish eating more, isn't it also a waste.
In fact, this is a regional culture, and outsiders do not understand this culture, which is easy to understand as "sky-high prices". Then through the exposure amplification of social media and social media, it will become a hot spot of public opinion. Merchants and destinations can only suffer dumb losses, and it is difficult to distinguish.
Therefore, when we see "sky-high" tourism, we must distinguish between local conditions and different cultures, and have an understanding and tolerance of material costs and cultural differences caused by special regional characteristics.
In a scenic spot in Xuancheng, Anhui, tourists climbed to the top of the ancient pine in the scenic area to take pictures
2// "Regulatory Challenges" in the Pan-tourism Era
Dishonest management will make consumers psychologically vigilant, and if they lack a sense of consumer security in the process of traveling, they will choose to consume as little as possible or not to consume. Because honest management harms not only the economic interests of tourism consumers, but also deeper emotional and spiritual damage.
At the same time, once there is a phenomenon of "cheating and slaughtering" in a place that does not operate in good faith, it will seriously lead to the "bankruptcy of the reputation" of the tourist destination, causing devastating damage to the image and reputation of the destination, and tourists will avoid it.
Tourism uncivilized behavior, first, will trigger the "broken window effect", that is, in the tourism group, a person's uncivility may induce the uncivility of many people, leading to group destruction; Second, a person's uncivilized behavior will affect the good experience of others, and uncivilized phenomena often have insecurity, which will pose a threat and violation to the safety of the lives and property of the uncivilized person himself and other tourists, which is a kind of "harm to others and not to oneself" behavior; Third, once uncivilized behavior has destructive force on fragile or non-renewable cultural heritage, ecological environment, etc., it is equivalent to depriving others of the right to share, perceive and experience cultural and natural heritage, and affect the sustainable development of the common heritage shared by mankind.
However, these uncivilized and dishonest phenomena can never be eliminated, but can only be minimized. Because whether it is tourism operation or tourism experience, in the final analysis, it is "human behavior", people have complexity and instability, and there is also a imbalance in people's civilization literacy, which is also the fundamental reason why dishonesty and uncivility are repeatedly prohibited.
What tourism management and operation entities can do is to adopt "soft and hard" measures to curb the self-centered greed, indulgence, vanity and other nature of human nature. On the one hand, it is necessary to "soft education", not only through the publicity of honest management, civilized tourism, civilized tourism public welfare action guidance, education, etc., to create a positive, healthy and civilized business and consumption atmosphere, so that business entities and tourism objects can generally reach a consensus and self-discipline of honesty and civilization; On the other hand, it is necessary to "hard management", not only through standardized management, full-process supervision, immediate error correction, and strengthened punishment, so that dishonest and uncivilized behaviors have no opportunity.
Of course, as a large tourism country with more than 6 billion people, we should also promote the inclusion of "tourism education" into the relevant curricula of primary and secondary schools and colleges and universities, and cultivate citizens' civilized tourism literacy from an early age.
Uncivilized "broken window effect": parents assist their children in climbing city walls
With the continuous enrichment and transformation of tourism methods, self-driving tours, camping and leisure vacation tours have become more and more the first choice of tourists, and the emergence of these new forms of tourism has completely broken the previous tourism space layout with scenic spots and attractions as the core, forming a kind of tourism experience consumption is ubiquitous, all the time, everything can travel, diversified, diversified, multi-dimensional, mobile pan-tourism has become a mainstream form, thereby promoting the pan-spatialization of tourism. The supervision and service model of traditional tourist destinations focuses on core scenic spots and scenic spots, which leaves many "regulatory gaps".
Many uncivilized, dishonest, non-standardized, and undisciplined phenomena actually do not occur in regular tourist attractions, but may occur in any place during the trip, because it is a dispute caused by tourists' consumption, once exposed, the responsibility is still the tourism management department. For example, the frequent appearance of so-called "wild spots" is actually the result of tourists spontaneously staying and gathering in informal scenic spots, and these "wild spots" are not included in the regular supervision of the management department.
Under this new type of consumption, if it is still limited to the management and service of scenic spots, and the overall optimization and management of the urban and rural landscape space environment is insufficient, there will be a phenomenon of two heavens inside and outside the scenic area, which will affect the overall improvement of new urbanization, living environment, beautiful countryside and other construction.
To a lesser extent, these problems restrict the development of cultural tourism; In a large way, it is actually to influence the mobile society and build a beautiful, harmonious and friendly urban and rural living environment of "host-guest sharing", which is what we often call a global tourism environment suitable for living, traveling and business.
Therefore, when pan-space tourism gradually becomes a form of tourism space, it is necessary to operate a pan-space beyond traditional scenic spots, as a "large scenic spot", full intervention, global service, full-time supervision, since experience consumption is everywhere, then tourism service supply and supervision should also be everywhere, which requires the vision of "global tourism", mobilize all the necessary resources of large tourism destinations, and build a complex adaptive tourism management and service ecosystem. Better serve the tourism experience in the pan-tourism era.
Otherwise, the more "gaps", the more "loopholes" in tourism management, and once there are negative phenomena of dishonesty, uncivility and insecurity, it will have an impact on the tourism image of the entire city, even the entire province and the entire country.
Garbage on the side of the "Duku Highway" in Xinjiang
3//"Cultural Tourism Image" is "City Image"
For cities, the image of cultural tourism is not only a window that "looks beautiful", but also an experiential medium for interaction and dialogue between a city and the factor market and the world. The so-called "experiential medium" is the perception and evaluation after personal experience, that is, "voting with your feet", which is the public's word of mouth.
When all the high-quality resources of a city can be transformed into tourism experience elements, creating a good cultural tourism image can better tell the city story in a more gentle, warm, and cultural creative way, and attract more people to experience the urban scene.
The flow and convergence of people will trigger the convergence of information flow, capital flow, logistics, technology flow, and business flow, and produce a cohesive force for the innovation and development of a city and a region. Therefore, when dealing with the image of cultural tourism, destination cities should be concerned and understood from a perspective that goes beyond the attributes of "tourism economy".
This requires: first, find their own cultural characteristics and do a good job in the differentiated positioning of the city's cultural tourism image; The second is to build a systematic marketing framework with unique products and scene experience as the core; The third is to establish a normalized marketing and publicity mechanism, do a good job in content, choose a good media, and tell a good story; The fourth is to strengthen departmental coordination, overall marketing, especially try to avoid some vicious public events that are not originally related to tourism, which will affect the overall image of the city.
In recent years, we have seen many phenomena that the propaganda department and the cultural and tourism department are trying to create an image, but the extreme and vicious phenomena that occur in some cities are hurting the image of the city. For example, some vicious incidents in Xuzhou, Tangshan, Zhengzhou and other cities have made the public palpitate, and it is difficult to correct how to do urban image publicity.
Of course, it is not enough to just shape the image, if there is no specific experience consumption environment supported by high-quality products, formats, scenes, spaces and services that match the image of cultural tourism, even the best image of cultural tourism is easy to become a "castle in the sky".
Only by integrating the cultural tourism image and consumer experience brand, and the beauty and beauty together, can we create the attraction of "those who are near are happy, those who are far away" and promote a city to move from a "tourist city" with attractions as the core to a "city tourism" supported by global tourism.
The healthy and orderly development of tourism requires tourists to interact with the city's civilization.
(This article is compiled and edited by Sun Xiaorong on the topic of "civilized tourism" and media interviews, and the pictures are all from the Internet)—END—
Sun Xiaorong
Master tutor of School of Tourism Management, Northwest Normal University
Vice President of the Cultural Tourism Professional Committee of the China Cultural Management Association
Sun Xiaorong Studio
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The "Xiaorong Speaks Trilogy" series of works "The Power of Change in China's Tourism", "Interviews with China's "515 Strategy" and "The New Value Era of China's Tourism Marketing" focus on the innovation, development and transformation of China's tourism industry, systematically interpret the tourism industry from the perspective of the media, tell the story of China's tourism transformation from a new perspective, study China's tourism brand marketing from a new perspective, and criticize China's tourism dilemma and way out with a new penmanship. Published by Xinhua Publishing House, available in Xinhua Bookstore, Jingdong, Dangdang, Amazon, etc.
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