"Micro-vacation" is characterized by "micro", but micro-vacation does not mean less consumption. Because "micro-vacation" is generally centered on the metropolis where travelers live, although it is aimed at personalized small needs such as stress reduction, parent-child, sojourn, etc., and the physical expenditure and time expenditure are gradually lightweight, it does not mean that the cost is lightweight, so it needs a full range of vacation products and refined services at the comprehensive level of time and space with more casual travel, more free form, more perfect environment, and better experience.
Micro-vacations pursue new life experiences, cultural gains, and the well-being of all family members and the refinement of basic needs such as food and accommodation. Therefore, behind the "micro-vacation" is precisely the big tourism, the big market and the big industry.
1. What is a "micro-vacation"?
"Micro-vacations" are generally centered on the metropolis where the traveler lives, and the surrounding area is looking for a destination within a two-hour drive. Tourists give up long-distance travel, avoid time-consuming and laborious preparations, and take self-driving travel as the main mode of travel, use the leisure time of the weekend to leave the hustle and bustle of the world, integrate into the paradise, and seek a balance between work and life.
The core of "micro-vacation" is "micro", and the other is a real vacation, which needs to provide products and services that are more convenient, more flexible, more free, more beautiful, and better experience for the needs of stress relief, parent-child, and sojourn.
How did "micro-vacations" become popular?
With the upgrading of consumption in China, more and more people can enjoy the vacation life. If there is a market, there must be products to meet the market demand, and using the weekend time to open the era of micro-vacations will be a characteristic road suitable for China's national conditions. Micro-vacations should achieve the basic purpose of vacation, which can make people relax mentally and physically and enjoy a pleasant holiday life. At the same time, it has the characteristics of short time, short distance and strong experience, which allows vacationers to experience the fun of life itself in the weekend.
Micro-vacations can be divided into "urban micro-vacations" and "rural micro-vacations". Similar to urban tourism and rural tourism, the first two words are adjectives, referring to micro-vacations in the city and micro-vacations in the countryside. Considering the three basic conditions of "having money, leisure, and desire" for travel, the advantages of micro-vacation compared with traditional vacation tourism are that the source layer is wider, the time is shorter, the cost is less, and the purpose of vacation is more comprehensive.
First, the source layer of tourists is more wide. Microvacations are suitable for both the middle class and the relatively high-income wage earners. Second, the time spent is more in line with the public's demand for weekend leisure and vacation, and the vacation time is relatively short. Third, economic consumption is more suitable for mass tourism groups. The cost of a micro-vacation is relatively small. Fourth, the purpose of tourists' vacation tourism is more comprehensive.
Micro-vacations can not only relax and relax, but also include vacation purposes such as escaping from the city, such as health and fitness, and caring for the elderly. Fifth, the form of vacation is more diverse. Micro-vacations include lung cleansing vacations, summer vacations, and health and wellness vacations. Sixth, from the perspective of benefiting people's livelihood, traditional vacation tourism is an industry that makes a few people happy, while micro-vacation tourism is an industry that makes more people happy.
The micro-vacation model mainly adapts to the social needs of the three mainstream tourism consumer groups in the mainland, namely the post-90s and post-00s youth leisure and vacation experience families, the middle-aged office entrepreneurs who relieve pressure, and the elderly and healthy people who are "60 ears and 70 do what they want". The micro-vacation model is actually an economical and fast vacation model.
The difference between micro-vacation and traditional vacation, leisure, relaxation, and recreation vacation tourism is: first, to meet the leisure and vacation needs of the "idle" class; the second is to adapt to the vacation tourism needs of the "lack of money" class; the third is to adapt to the social needs of "haze, heat and cold" tourism brought about by China's urban diseases; the fourth is to meet the needs of the modern public for a better life of "health preservation, heart care, and elderly care"; Fifth, to meet the social needs of leisure and vacation of car owners; Sixth, to meet the social needs of family independent leisure and vacation tourism; Seventh, it is to adapt to the petty bourgeoisie, the social needs of leisure and vacation, cultural class, etc.
How can you best enjoy the vacation life during the two days of a micro-vacation on the weekend? First of all, to devote more time to the vacation, you must not delay too much time on the way to travel. Therefore, the transportation of micro-vacation destinations should be very convenient, and it should be a maximum of no more than 3 hours by car from the target urban agglomeration, preferably about 1 hour.
The short distance is not only to allow more time to devote to vacation life, but also because driving for a long time will make people tired, reducing the experience of leisure vacation.
3. Family-wide micro-resort complexes have become the mainstream
"Micro-vacation" tourist destinations often have both health and wellness, and travel and residence in parallel. In addition to traditional tourist resorts such as Wuzhen, Xitang, Zhouzhuang, and Tongli, the emerging "whole family Internet celebrity micro-resort complex" that rejects the negative reviews of "all people" was born.
As an emerging form of differentiated tourism, "micro-vacation" is generally centered on the metropolis, looking for destinations within 2 hours' drive around, tourists give up long-distance travel, avoid time-consuming and laborious preparations, and take self-driving travel as the main mode of travel, use the leisure time on weekends to leave the hustle and bustle of the world, integrate into the paradise, and seek a balance between work and life, the pursuit of the happiness of all members of the family, the pursuit of basic needs such as catering and accommodation.
Fourth, "micro-vacations" give birth to sojourn urban belts
The tourist destinations of "micro-vacation" are seeds, which have driven the gathering of talents, innovation and entrepreneurship around the metropolis, and have produced the fruits of science and technology, culture, film and television, art, finance and other industries, and have produced small towns and urban belts featuring four seasons of residence and tourism.
Taking Jiashan County as an example, Jiashan is a county under the jurisdiction of Jiaxing City, Zhejiang Province, located in the northeast of Jiaxing City, the intersection of Jiangsu, Zhejiang and Shanghai provinces and one city. As the back garden of Shanghai, Jiashan's satisfaction of the demand for "micro-vacation" is obviously close to the water. Whether it is self-driving, high-speed rail, or RV, you can slow down the hurried footsteps from the metropolis within an hour, stop, and feel what it means to be "very close to Shanghai, far from anxiety".
Outdoor "micro-vacation" revitalizes big tourism, big industry, and big market
The core of "micro-vacation" lies in "micro", which needs to provide micro-products and micro-services that integrate space and time for micro-needs such as stress relief, parent-child, and sojourn.
Cultural tourism projects are "new products" with urban commercial functions, and they are also a new exploration of urban commerce at the government level. Covering tourism, cultural experience, and commercial functions, the collision of the three elements will burst out with rich physical forms and spiritual experiences driven by diversified Internet channels.
At the moment when micro-vacations are popular, there is a need for more cultural and tourism commercial complexes with culture as the core, tourism as the carrier, and commerce as the driving force, which not only meets people's material needs, but also satisfies spiritual enjoyment, caters to "micro-vacations" with micro-products and micro-services, and revitalizes big tourism, big industries and big markets.