Visitors take part in interactive games at the Kuixing Tower attractions. Photo by Luo Feixia (People's Vision)
Tourists punch in the Lingqu Scenic Area to take a souvenir. Photo by Li Guangsheng (People's Vision)
Core reading
In the first quarter of this year, the tourism revenue of Xing'an County in Guangxi increased by more than 200% year-on-year, many of which were contributed by locals. In today's rapid development of the tourism industry, how to organically combine the tourism consumption demand of the county masses with the development of the tourism industry, Xing'an has its own thinking and exploration.
After all the spiritual canal roads, Xing'an has another day. Xing'an County, Guangxi, a small county with a population of only 400,000, received 2.055 million tourists in the first quarter of this year, an increase of 208.71% year-on-year; tourism revenue was 2.014 billion yuan, an increase of 217.57% year-on-year.
Xing'an, which has high-quality tourism resources, is not a new thing for the rapid recovery of the industry, but among the more than 2 million people, many of them are locals. How to activate county tourism consumption from within? In today's increasingly popular tourism, how to organically combine county development with tourism consumption? In Xing'an, the reporter learned about various explorations and the thinking behind them.
Tour locally
"We have gone from beauty to beauty everywhere"
"Boat! boat! Mom, I'm going on a boat! The 3-year-old girl grabbed Hou Juanxiu's hand and squeezed forward vigorously. Hou Juanxiu pulled her back and coaxed, "Queue up well, I'll be there soon." The little girl's eyes flickered, and she was clearly saying: There are many more people!
On the weekend, Hou Juanxiu's family, whose family lives in Xing'an County, came to the Lingqu Scenic Area again. Scan the code, pay, a family of seven, successively boarded the ship. Boat on the water, all the way to enjoy the scenery on both sides of the strait, the boatman in the bow of the pen, some inside, a girl in Hanfu playing the guzheng, the sound of the piano melodious. After the song was played, the applause was everywhere, and Hou Juanxiu couldn't help but marvel.
The Spirit Canal has always been the symbol of Xing'an. Even so, 20 years ago, when asking for directions in Xing'an, if you ask where the Lingqu is, some people in the local area do not know. If you ask where the flying stone is, you will know exactly what it is. As everyone knows, the flying stone is in the Lingqu Scenic Area. Now, let alone the Lingqu, the Red Army Hall in Jieshou Town, the Village of Zhangjiaqi in Mochuan Township full of ginkgo trees, and the ancient Yanguan with cliff carvings, the locals of Xing'an often go, and most of them can be introduced to the Tao. Hou Juanxiu praised: "Green ecology, 'antique' spiritual canal, we have gone from a beauty to a beauty everywhere, a steady stream of attracting everyone to play." ”
Xing'an people travel to Xing'an, why is it getting more and more lively? Gao Feng, director of the Bureau of Culture, Radio, Television, Sports and Tourism of Xing'an County, believes that on the one hand, it is due to the development and protection of local tourism resources is more reasonable; on the other hand, it is the growing demand for local tourism among Xing'an people.
In recent years, Xing'an has continued to protect tourism resources and standardize development activities. It has repaired the Lingqu twice, established 7 ecological parking lots, 55 tourist toilets, built 11 residential tourism demonstration belts, 4 residential tourism demonstration villages, issued the "Interim Measures for Accelerating the Development of Tourism in Xing'an County", and opened the tourism complaint telephone... Xing'an continues to exert efforts, and the attractiveness of tourism is constantly increasing. Hou Juanxiu gave an example: "Nowadays, street lamps have been installed in scenic spots, and more and more people are visiting the spirit canal at night. ”
Tourism has stimulated the economic and social development of Xing'an and increased people's income. Xing'an people, who have money and time, have also put forward new demands for their own tourism consumption. In particular, short-distance tours such as cycling tours, village tours, and day trips are very popular. "Being close to the source market is a natural advantage for Xing'an tourism to attract Xing'an locals." The drive for new demand for tourism has just turned this advantage into a reality. ”
See the world
"More people are willing to go out of Xing'an and play in other places"
"Fleet scheduling, that's it." Put down the phone, Li Qiu dragged through the folder, while comparing and entering into the computer system, "Dadada", three times five divided by two, order confirmation, booking confirmation, insurance participation list, all done.
A tour group of hundreds of people in the county will travel to Hailing Island in Yangjiang City, Guangdong Province in two days. As the relevant person in charge of the travel agency, Li Qiu spent a lot of thought before and after. Only one thing to stay, including the number of rooms, contact information, settlement methods, etc., "We also have to book more rooms in case of emergency, such as how to charge for a single room difference, how to charge for a child to occupy a bed, and how to not occupy a bed, all of which must be taken into account." ”
Speaking of these meticulous tasks today, Li Qiu unconsciously compared the Xing'an tourism industry in previous years. "When Xing'an tourism industry first started, industry management was a 'chaotic' word." Li Qiu said, "In recent years, it is obvious that the entire tourism industry has taken on a new look, standardized and efficient, and more people are willing to go out of Xing'an and play in other places." ”
In Li Qiu's view, the development and changes of the industry in recent years actually follow the needs of tourists. The first thing that changes is the requirement for tourism content.
The original mode of sightseeing, which was characterized by the consumption of beautiful scenery, is becoming more and more difficult to meet the new needs of tourists. "Many tourists feel that a simple sightseeing tour will only lead to getting in the car to sleep, get off the car to take pictures, and when you go home, you don't know anything." Li Qiu smiled, "Now, people are paying more and more attention to the safety, experience and comfort of tourism. ”
On the one hand, the pursuit of experience is different, and on the other hand, the destinations for travel are also diversified. Li Qiu analyzed that in Guangxi, Xing'an people like to go to Weizhou Island in beihai, Fangchenggang Jintan, and Chongzuo Detian Waterfall; out of Guangxi, Beijing, Guangdong, Hainan, Guizhou and other places are more favored. "The world is so big, they all want to see it." Li Qiu said with a smile, "In order to meet the travel needs of tourists, we will regularly do data analysis to develop different tourism products based on this." ”
Gao Feng believes that with the continuous enrichment of tourism, the forms of tourism are also more diverse. "In the past, the main body of tourism business, the travel agency was the only one. Where to swim, what to swim, how to swim, basically the travel agency decides. "Gao Feng said that now the popularity of private cars in Xing'an, self-driving tours, self-guided tours are booming; online tourism enterprises, research institutions, clubs are booming, tourism service providers are increasing, and group tours are no longer only relying on travel agencies; health tourism, low-carbon tourism, and adventure tourism are in the ascendant, and tourists' choices are more diverse." The challenge has increased, forcing travel agencies to deepen the market and provide differentiated and high-quality services. ”
Do tourism
Let tourists "willing to come" and "can come", but also "come easily"
In recent years, in Guangxi, the overall development of county tourism has shown an upward momentum. "With the full implementation of the rural revitalization strategy and the high willingness of tourists to travel under the normalization of epidemic prevention and control, county tourism has become an important part of Guangxi's tourism." Cheng Bing, dean of the College of Continuing Education of Guilin Tourism University, said, "Optimizing the tourism experience in a large tourism county like Xing'an is the direction of efforts to deepen the tourism consumption of the county. ”
County tourism, in addition to "willing to come", but also "can come", but also "easy to come". It can be said that the improvement of tourism infrastructure is the premise for the tourism consumption market to sink to counties and townships. The reporter learned that in recent years, nearly 300 kilometers of tourist roads in Xing'an have been completed and put into use, and 65 kilometers of recreational cycling greenways are crisscrossed. Nowadays, it only takes 1 hour to drive from downtown Guilin to the Lingqu Scenic Area, saving 40 minutes compared with the original.
Today, Xing'an has built 2 tourism distribution centers, 8 tourist service centers, 5 tourist commodity shopping centers, and each center has at least one tourist opinion box. Gao Feng said: "The county has also set up a tourism police brigade, a tourism circuit court, and a tourism market supervision sub-bureau, which has smoothed the channels for accepting complaints. ”
Last year, Xing'an successfully created a national full-scale tourism demonstration zone. Cheng Bing said: "Adhering to the concept of global planning, global improvement and global construction is the proper meaning of global tourism. Xing'an should continue to tap the potential of county tourism consumption, attract tourists all over the world, welcome guests all the time, and retain customers in the whole industry, strengthen the attributes of tourism resources, clarify the spatial layout, polish the tourism business cards such as red, green, and 'antique', and increase the overall image of cultural tourism and the marketing of tourism products. ”
Gao Feng said that in the next step, the county will establish a county-level talent management mechanism to improve the comprehensive quality and service level of tourism practitioners. At the same time, we will continue to cultivate new formats, promote the integration and development of tourism, culture, science and technology, education and related industries, and "create Internet celebrity attractions, Internet celebrity villages, and Internet celebrity products, and support rural culture and tourism stars." ”
Journalist's Note
Turn "first return customer" into "repeat customer"
In recent years, with the continuous improvement of county tourism infrastructure and the continuous improvement of income levels, the enthusiasm of the masses for tourism consumption has become increasingly high, and the blue ocean of county tourism has huge room for development.
The potential is huge, the trend is good, and it also needs to be deeply cultivated. As a comprehensive service industry that includes many formats such as "eating, living, traveling, shopping and entertainment", the tourism industry started from the development of tourism resources and infrastructure, but grew up in the improvement and improvement of the soft environment of services. Judging from the existing situation, many county tourism is still facing service shortcomings. "The café waiters are not enthusiastic enough" "The signage of public toilets is not dense enough, it is not easy to find"... At a tourist service center in Xing'an, the reporter read some such suggestions in the opinion box.
Obviously, a better level of service is the key to tourists' willingness to spend and willingness to spend. Tourism administrative departments should correctly play their own role and implement functions such as market supervision; the tourism industry should standardize its own behavior and create a good service environment; tour guides and other tourism practitioners need to continuously improve their own quality and provide more thoughtful services for tourists. In this way, more "first-time customers" will be turned into "repeat customers".
Author: Zhang Yunhe, a reporter of this newspaper
Source: People's Daily