Investment is wrong, step by step, the current investment failure rate of scenic spot projects nationwide is as high as 80%. The reasons are, on the one hand, insufficient preliminary demonstration, insufficient market research and risk assessment by the project investor, insufficient grasp of the feasibility of the project, and on the other hand, the problems arising in the implementation of the project have not been solved in a timely and effective manner, resulting in the failure of the project.
In order to avoid the investment failure of scenic spot projects, investors need to conduct full research and analysis before the project starts, formulate a scientific and reasonable investment strategy, pay close attention to the progress of the project during the implementation process, adjust the investment direction and strategy in time, and ensure the smooth progress of the project. Many scenic spot projects lack sufficient research and demonstration at the planning stage, resulting in unclear project positioning and design defects. For example, some scenic spot projects are too much in pursuit of scale and luxury in the construction process, ignoring market demand and tourist demand, resulting in a sparse number of tourists after completion, and ticket revenue cannot cover the huge investment.
In addition, poor management is also one of the important reasons for the failure of scenic projects. Many scenic spot projects lack effective management and supervision during the construction process, resulting in poor construction quality and potential safety hazards. In the process of operation, there is a lack of professional teams and talents for management and marketing, resulting in problems such as the decline of scenic spot service quality and passenger flow.
The northwest generally refers to the five northwestern provinces, Xinjiang and Shaanxi are the "two leaders", and the other three provinces have similar levels of tourism development. Northwest tourism has strong regional segmentation, limited resources, backward development, and difficulty in achieving national sharing on the supply side, showing strong local market characteristics, because it is far from the core tourism market, the tourism investment failure rate far exceeds the average.
For example, investing in hotels in the northwest region often has a long return period and low investment efficiency, with 8,962 star hotels in China in 2018. The average room annual floor efficiency is 153,000, the average room annual floor efficiency in Shanghai is 360,000, the average room annual floor efficiency in Beijing is 279,000, the average room annual floor efficiency in Sichuan is 147,000, the average room annual floor efficiency in Gansu is 67,000, the average room annual floor efficiency in Xinjiang is 90,000, and the average room annual floor efficiency in Qinghai is 54,000. The northwest region is mainly local tourism, accounting for 80% according to incomplete statistics, and the lack of local consumption capacity is the biggest problem. Taking Lanzhou, the capital of Gansu Province, as an example, Lanzhou's local tourism consumption is 932 yuan / person, lower than the national average of 953 yuan / person.
Zhongshan Bridge, Lanzhou, Gansu
Characteristics of the tourism market in the northwest region: poor resources, low grade, large total amount but low density, not concentrated development, low development value, and the tourism industry is far from enough to become a pillar industry of the local government. At the same time, the problem of investment overallocation is particularly serious in the northwest region, because the local customer base and service radius are limited, and there are errors in market research and judgment, which is easy to cause the problem of idle assets. Therefore, in terms of investment, we must do a good job in market research and judgment, starting from the following aspects.
Combined with local conditions, it is not advisable to advance or overdevelop
In recent years, some places have seen the phenomenon of advanced development and investment beyond market capacity. This practice is not only prone to waste of resources, but also may bring a series of negative effects, such as over-commercialization of scenic spots, reduced tourist experience, environmental damage, etc.
It is necessary to formulate scenic spot development plans in accordance with local conditions. When compiling scenic spot planning, factors such as the local natural environment, cultural characteristics and market demand should be fully considered, and blind follow-up, one-size-fits-all, and greedy development should be avoided.
It is necessary to reasonably control the capacity of scenic spots. In the process of scenic spot construction and operation, the capacity of the scenic spot should be reasonably determined according to factors such as the local ecological environment and traffic conditions. It is not possible to excessively compress the number of tourists and affect the economic benefits of scenic spots; Nor can it be overextended, leading to waste of resources and environmental damage.
Turn disadvantages into advantages and improve the cost performance of tourism products
Compared with other regions, Northwest tourism is not cost-effective, mainly in the following aspects:
1. High transportation costs: Northwest China is located in Chinese mainland, and transportation costs are much higher than those in coastal areas, especially for long-distance tourists, the cost of air tickets and train tickets is quite expensive.
Xinjiang Duku Highway
2. Imperfect tourism supporting facilities: Although the northwest region has unique tourism resources, due to the relatively backward economy, the tourism supporting facilities are relatively imperfect, such as hotels, catering, entertainment and other aspects are difficult to meet the needs of tourists.
3. Low level of tourism services: Due to the relatively small number of tourism practitioners in Northwest China and the lack of professional training, the level of tourism services is low, and it is difficult to meet the high-quality needs of tourists.
4. High ticket prices for scenic spots: The ticket prices of some scenic spots in the northwest region are high, and for ordinary tourists, the ticket cost may become a burden.
Huashan in Shaanxi
However, while Northwest tourism is not cost-effective, there are steps that can be taken to turn its downsides into advantages, such as:
1. Launch preferential packages: In order to attract more tourists to visit, the Northwest Territories can launch preferential packages, such as tickets + accommodation + transportation, to reduce the overall cost of tourists.
2. Improve the quality of tourism practitioners: strengthen the training and management of tourism practitioners, improve their professional quality and service level, and improve the service quality of the entire tourism industry.
3. Introduce advanced management experience: introduce advanced tourism management experience and technology at home and abroad, apply it to tourism management in Northwest China, and improve management efficiency and service quality.
4. Strengthen the construction of scenic facilities: increase investment in scenic facilities, improve scenic infrastructure and tourism supporting facilities, and improve tourists' visiting experience.
Optimize the product supply integration mechanism and solve the dilemma of off-peak season
The lack of pertinence in the supply of off-season tourism products in Northwest China makes it difficult to activate the off-season tourism market. The integration mechanism is missing, and many scenic spots, farmhouses, pastoral music and other tourism products and services follow the peak season operation path, and lack differentiated project innovation according to time, place, season, people and needs. At the same time, the awareness of tourism marketing in Northwest China and the communication awareness of tourism enterprises need to be improved to solve the dilemma of off-season tourism.
Dunhuang Yadan Global Geopark
How to grasp the off-peak season of Northwest tourism? All scenic spots exist in the off-peak season, and practitioners should respect objective laws. The focus of operation is to grasp the peak season more prosperous, such as increasing the unit price of customers in the peak season, extending business hours, enriching the content of business formats, increasing the added value of scenic spots, and extending the stay time of tourists; In the off-season, we should actively reduce losses, and if you want to create a full-season scenic spot, you need strong financial support.
Adapt measures to local conditions and respect the tourism market and industry rules
1. Ecological restaurants: Most of them are failures, because they violate objective laws, especially tropical plant ecological restaurants, the cost is too high and unsustainable.
2. RV: After more than 20 years of development, the number of mainland RVs does not exceed 300,000 units, the current RV market demand is not high, and the RV use scenario is single, the cost performance is not high, and the depreciation is high. This is in stark contrast to the 11 million vehicles in the United States, which is different from national conditions and cannot be simply copied and copied in China, which can only live in a Chinese way.
3. Six elements of the tourism industry: food, accommodation, travel, shopping and entertainment. How to gather to a certain point according to the elements of the industry and form a blasting point is what should be considered in the current northwest scenic spots, such as Zibo, which has recently eaten well, and Ba of Rongjiang Village, which is famous for entertainment; The quality of tourism factors in Northwest China is generally not high, and there is little aggregation effect.
Rongjiang Village BA Source: Guizhou Provincial Department of Culture and Tourism
4. Development angle: The local government should limit the repeated development of low-end horizontal scenic spots. Rural revitalization industry should be based on agriculture and its deep processing, supplemented by tourism, if not restricted will form involution, resulting in vicious competition, at present the national scenic spots "to capacity" task is heavier, so the local government for tourism resources should be viewed objectively, not suitable for development should be timely stop loss.
Focus on cross-regional allocation to reduce the risk of market volatility
The geographical environment of the northwest region is relatively harsh, the climate is dry, the temperature is low, and the transportation is inconvenient, which brings certain difficulties to the development of the tourism industry. Secondly, the economy of the northwest region is relatively backward, and the tourism industry needs to invest a lot of money to improve infrastructure and improve the quality of tourism services, which also puts great pressure on local governments and enterprises.
However, the tourism industry in the Northwest Territories also has great potential for development. With people's increasing requirements for tourism quality, the unique natural landscapes and different cultural resources of Northwest China have also received more and more attention. Therefore, northwest tourism should focus on regional complementarity, do not put eggs in one basket, and reduce the risk of market fluctuations through cross-regional allocation of scenic spots.
Bayingbrook Prairie
When allocating scenic assets, try not to invest in one area. In other words, the investment in scenic spot projects in the northwest region is best combined with the eastern, southern or southwest regions for complementary allocation, and cross-regional development of scenic spot projects is an important means to balance regional plate or market fluctuations. Similarly, other regions also need to pay attention to their own markets, their product structure and market characteristics, and operate according to the characteristics of regional markets rather than national markets.
For example, when investing in tourism destinations, HK CTS optimizes project layout, strengthens project landing capabilities, obtains and develops high-quality natural and cultural scenic spot projects in China and abroad, especially Yunnan, Zhejiang, Guangdong and other places with outstanding domestic tourism resource endowments, not only focusing on areas rich in tourism resources in the central and western regions, but also using the high-quality resources and market influence of urban leisure and vacation brands to expand business, and exploring the acquisition and creation of benchmark tourist destinations and IP in Hong Kong, Macao and overseas.
Optimize the development model and enhance the enthusiasm of private enterprises to participate
In the northwest region, the participation of private capital in the development of tourist attractions is still insufficient, and one of the major reasons is the existence of resource monopoly. Due to historical and geographical reasons, some tourist attractions resources are monopolized by state-owned enterprises or government departments, and it is difficult for private enterprises to enter, which undoubtedly brings an unfair competitive environment to the development of scenic spots.
In addition, unprofitability is also one of the factors affecting the participation of private enterprises in the development of scenic spots. Many private enterprises are skeptical about whether they can get corresponding returns from investing in scenic spot development, so they remain cautious about participating in tourist attraction development. This is partly due to the drawbacks of the prospect development model, such as the lack of a level playing field and adequate policy support.
In the face of these problems, we should take active measures to encourage and guide private enterprises to participate in the development of scenic spots. First, we should break the monopoly of resources and provide a level playing field for private enterprises; Second, increase policy support and increase the enthusiasm of private enterprises to participate in the development of scenic spots; Finally, optimize the development model to ensure that private enterprises can obtain reasonable returns. Only in this way can the prosperity and development of the development of tourist attractions in the northwest region be truly realized.