How to promote the transformation and upgrading of the tourism industry?

I. The basic understanding of the transformation and upgrading of the tourism industry

Transformation and upgrading includes three levels: first, the transformation and upgrading of the economy, second, the transformation and upgrading of the industry, and third, the transformation and upgrading of the enterprises themselves. In the market economy, the transformation and upgrading of consumption is the biggest driving force for the transformation and upgrading of industry and economy, so the enterprises aiming to meet the needs of consumers and maximize profits are naturally the main body of transformation and upgrading. And enterprises can only win in the fierce market competition through continuous transformation and upgrading. Generally speaking, the transformation and upgrading of enterprises and industrial and economic transformation and upgrading of the same goal, for example, the improvement of enterprise innovation ability will also enhance the overall competitive level of enterprises and regional economy. However, enterprises, because of their profit-seeking nature, may also make choices contrary to the requirements of industrial and regional economic transformation and upgrading, for example, many enterprises may pay more attention to environmental protection from external pressure rather than corporate responsibility. For the industry, transformation and upgrading is based on giving full play to the initiative of enterprises, through the integration of resources in the industry, attracting new resources, absorbing resources transferred from other industries, improving the overall competitiveness of the industry, so as to realize the development of the industry itself. Meanwhile, the transformation and upgrading of industries in line with the needs of scientific development is also the promotion of economic transformation and upgrading, such as the transformation and upgrading of the tourism industry will increase the proportion of the service industry in the whole economy of a region, and this kind of "softening" of the economy will undoubtedly have a positive significance for the coordinated development of the economy. The transformation and upgrading of the economy, including the optimization of the structure of different industries, the balanced development of regional and urban and rural economies, and the emphasis on intensive development methods, which is also the result of the transformation and upgrading of enterprises and industrial transformation and upgrading of the concentration of the embodiment.

As an industry, the transformation and upgrading of the tourism industry refers to relying on the entire economic and social development, to meet the diversified, multi-level, composite tourism demand as the starting point point, to improve the quality of service as the starting point, through the innovation of the business mode of the tourism enterprises, the creation of new tourism products, through the guidance of the government departments of the way of tourism development, and the supervision of the operation of the tourism economy, and then realize the following Tourism service level significantly improved, the tourism market significantly purified, the degree of satisfaction of tourists significantly increased, driving economic transformation and upgrading role significantly strengthened and economic, social, cultural and ecological benefits have been fully embodied in the process.

In the process of transformation and upgrading of the tourism industry, enterprises are more capable of discovering and capturing market opportunities than the government. Therefore, for the tourism administration, it must not overstep its role and try to replace the main position of tourism enterprises in the transformation and upgrading. For example, the tourism administration has been advocating the construction of motels and self-driving camps for many years, and the response of tourism enterprises has been lukewarm, to a large extent because this market is still immature in China, which makes it difficult to attract large-scale entry of capital. And previously did not attract the attention of the tourism administration of the economic hotel, but in recent years has attracted a lot of capital, and fire in the market "a mess". Comparison of the two sides, it is worth thinking about and a lot of places to play. Of course, although the tourism administration is not the main body of the transformation and upgrading, but in the process of promoting the transformation and upgrading of the tourism industry still has a lot to do. For example, tourism supply involves various links, which is not lacking in public **** product inputs (such as the construction of scenic roads), so relying solely on decentralized enterprises to achieve industrial transformation and upgrading has greater difficulty, which requires the tourism sector to actively seek government support to increase the investment in tourism public **** product. Then again, the tourism market order will have a direct impact on tourism consumption behavior. The rational choice of a single tourism enterprise is to determine its business behavior according to the market, and it seldom has the motivation and ability to change the rules of market operation. Therefore, if there are problems in the market, it will result in "bad money driving out good money", which is undoubtedly not conducive to the transformation and upgrading of the tourism industry. This requires the tourism administration and other departments that maintain market order to work together to innovate regulatory methods to realize the healthy operation of the tourism economy.

In addition, the goal of enterprises is to maximize profits, which means that some of the behaviors of tourism enterprises are not necessarily in line with the needs of the transformation and upgrading of the tourism industry. For example, the transformation and upgrading of the tourism industry should be in line with the basic requirements of resource-saving and environmentally friendly development, which may require tourism enterprises to increase their efforts to invest in environmental protection, and thus reduce their profit margins. Therefore, government departments should increase the input of public *** services and public *** products to create the necessary conditions for the transformation and upgrading of the tourism industry; they should guide tourism enterprises to promote the transformation and upgrading of the industry in the process of realizing their own development; they should have an in-depth understanding of the changes in the development of the tourism market, grasp the needs of tourists and tourism enterprises, and take advantage of the situation to fully perform their own functions, and carry out their work in a creative way to promote the transformation and upgrading of the tourism industry. In this sense, although the main body of the transformation and upgrading of tourism enterprises, but the tourism sector should become an important force to promote the transformation and upgrading of tourism.

In a broader sense, the transformation and upgrading of the tourism industry accompanies the whole process of tourism development. From the situation in recent years, due to changes in internal and external conditions, the speed of transformation and upgrading of the tourism industry has accelerated significantly, and it can be said that the tourism industry is entering the eve of "from quantitative to qualitative change". It is for this reason that in 2008, at the National Tourism Work Conference, the promotion of transformation and upgrading was taken as an important strategy for the good and fast development of the tourism industry at the national level, and this has also set the basic goals and directions for the development of the tourism industry in the coming years. Therefore, how to comprehensively and y understand a series of issues of transformation and upgrading, in the current critical period of tourism development, seems urgent and important.

The basic background of tourism transformation and upgrading

After 30 years of development, China's tourism industry has undergone radical changes, which have laid the foundation for the transformation and upgrading of the tourism industry in the next stage. In this new period, the development of the tourism industry faces new opportunities, and these opportunities also provide important support for the transformation and upgrading of the tourism industry.

First, in terms of the development environment, local governments are paying significantly more attention to the tourism industry. According to economist Zhang Wuchang's explanation, competition among local governments is the biggest driving force behind China's economic development. And with the flow of tourists as the carrier, the formation of the flow of services and materials, driven by the flow of capital and talent, pulling the flow of information and business, creating the flow of culture and science and technology, to enhance the competitiveness of the local play a unique and prominent role. Because of this, governments around the world have taken tourism as an important entry point for increasing consumption and adjusting the regional industrial structure, and have taken tourism as an important content for promoting the transformation and upgrading of the regional economy and an important hand in enhancing local competitiveness. Following Sichuan Province, several provinces and cities have held tourism development conferences with the participation of party and government officials. Hainan put forward the construction of an international tourism island of ambitious goals, the formation of the provincial party secretary of the international tourism island leading group leader, governor and deputy secretary of the provincial party committee as deputy head of the organizational structure, this degree of attention, in the history of China's tourism development can be said to be unprecedented. Inspired by Japan's "tourism country" idea, Henan launched a "tourism province" strategy, and Guangdong, Yunnan and other places in the tourism industry, institutional reform, actively explore, early and pilot, the development of tourism around the world has presented an unprecedented good situation.

The second is the development conditions, supporting the transformation and upgrading of the tourism industry favorable factors increased significantly. 2008, the per capita GDP exceeded 3,000 U.S. dollars is China's economic development process is a landmark event. This means that the consumption structure of Chinese residents will undergo a huge change, the proportion of survival consumption in the overall consumption will be further reduced, the proportion of developmental consumption, hedonic consumption will increase significantly, and tourism consumption will undoubtedly become a major bright spot in the transformation of this round of consumption structure. At the same time, in this process, with the steady increase in the income of urban and rural residents, and the further implementation of the paid vacation system, the structure of tourism consumption itself will also undergo further changes. Mass tourism will become more common as "the old time Wang Xie Tangqian Yan flies into the homes of ordinary people"; some specialties and middle- and high-end tourism products will also show great potential for development due to the gradual increase in the middle- and high-income classes. In addition, in order to cope with the international financial crisis, 1.5 trillion yuan of the central government's new 4 trillion yuan investment has been invested in infrastructure, mainly in airports, railroads and highways. The improvement of transportation conditions will undoubtedly play a very positive role in the transformation and upgrading of tourism. In the first quarter of this year, China's car sales for the first time exceeded the United States, ranking first in the world, which marks China is striding into the "Kingdom of the car" era, which means that the development of self-driving tourism and other related tourism industry will face great opportunities, which is also a major benefit of the tourism industry transformation and upgrading.

Thirdly, in terms of development potential, the favorable conditions for promoting tourism transformation and upgrading are gradually being released. The steady advancement of medical reform will to some extent ease the pressure on urban and rural residents to see a doctor, which is conducive to enhancing residents' confidence in consumption, including tourism. And the reform program of the income distribution system, which is being studied and formulated urgently, will also play an important role in the prosperity of the tourism market if it can achieve the expected goals.

Third, the basic performance of the transformation and upgrading of the tourism industry

Currently, the transformation and upgrading of the tourism industry is showing a lot of new content, which also constitutes an important feature of the current stage of tourism development. Overall, the transformation and upgrading of the tourism industry is multifaceted and multilevel, and it is difficult to describe it with a single model. Analyzed from different perspectives, the transformation and upgrading of the tourism industry exhibits different characteristics.

From the point of view of tourism products, although sightseeing tourism is still an important part of China's tourism market, especially the mass tourism market, but is no longer the only main body of the market, leisure and vacation tourism, special tourism, recreation and sports tourism, business tourism and other new types of rapid development of tourism products, so that the type of China's tourism products more abundant. At the same time, such as Dongguan and other places "business + hot springs", "business + golf" and other modes of tourism appeared, marking a variety of tourism product mix is also more diversified.

The second is from the tourism market, has completed from inbound tourism to inbound, domestic, outbound three major markets to coordinate the development of the stage. In this process, domestic tourism is playing an increasingly important role in China's three major markets due to its huge market potential and unique role in expanding domestic demand. Outbound tourism not only plays an important role in balancing trade and easing economic friction, but also serves as an important source of profit for many travel agencies. In addition, the domestic consumption of Chinese citizens before and after their outbound travels (e.g., travel goods purchased domestically for the purpose of outbound travels) also plays a positive role in expanding domestic demand.

Thirdly, from the point of view of the mode of tourism, while group tourism organized by travel agencies continues to grow steadily, casual tourism has become the main mode of tourism. In particular, the rise of self-driving tourism has led to a major shift in the overall pattern of travel modes. And new modes of travel, such as club tours and online group tours, have become hugely popular among young people.

Fourth, from the point of view of tourism operation mode, the impact of informationization on the transformation and upgrading of tourism is extensive and far-reaching. It is foreseeable that in the future, informatization will bring revolutionary changes to the way tourists travel, the way tourism enterprises operate and the way tourism administrations manage. To comply with this trend is the rightful meaning of the transformation and upgrading of the tourism industry.

From the point of view of the demands of tourists, due to the increase in the number of trips and the maturity of the tourism experience, its requirements for tourism products and services have increased significantly. In the past, the "Journey to the West Palace" type of product has been impossible to have market space, generalized tourism services are more difficult to win the recognition of tourists. This forces tourism operators to speed up the pace of innovation and improve service quality. And this has also become the internal impetus to promote the transformation and upgrading of the tourism industry. Fourth, the basic requirements of tourism transformation and upgrading

Whether for tourism enterprises or tourism administration, to promote the transformation and upgrading of the tourism industry's basic goal is to meet the diversified and higher standards of tourists' tourism needs. Therefore, the degree of fulfillment of tourists' tourism needs and the degree of satisfaction of tourists with tourism activities are not only important criteria for evaluating the operation of tourism enterprises, but also the basic basis for measuring the work of the tourism administration.

Satisfying the diversified tourism needs of tourists means adapting the structure of tourism products to the needs of the transformation and upgrading of tourism consumption, which can be realized through the free competition of tourism enterprises and the active guidance of the tourism administration. To increase tourists' satisfaction, the core lies in improving the service quality of tourism. One of the misconceptions about the transformation and upgrading of tourism is that the tourism industry should vigorously improve its scientific and technological level. In fact, intensive operation, increased technological content, and the resulting increase in productivity levels are important signs of industrial transformation and upgrading. In contrast, tourism is a labor-intensive industry. Although tourism is the field of some technological applications (such as high-tech amusement equipment in theme parks), raising the level of science and technology is not, and should not be, the main task of the tourism industry. The merits and demerits of tourism development are fundamentally reflected in the level of tourism services. And the improvement of tourism service quality mainly depends on the labor quality and service skills of tourism employees. Therefore, in order to promote the transformation and upgrading of tourism, it is necessary to grasp the quality of tourism services as much as industry grasps scientific and technological research and development. The combination of standardization and specialization of tourism services, and the combination of refinement and humanization should be promoted as the basic direction of improving the level of tourism services. At present, the overall improvement of tourism service quality has been neglected to a certain extent due to the overemphasis on the low-threshold nature of tourism employment. In the future, it is necessary to adopt a variety of means to increase tourism training, so that the improvement of tourism service level becomes the core driving force for the transformation and upgrading of the tourism industry.

V. Main Ideas for Promoting Tourism Transformation and Upgrading

Promoting tourism transformation and upgrading is the fundamental task of tourism administrations at all levels in the coming period. The current unbalanced development of the tourism industry is characterized by a very obvious, we should take the integrated development as the basic idea of promoting the transformation and upgrading of the tourism industry. While integrating, we should also focus on trying to solve some new problems and contradictions related to tourism development.

First, when increasing tourism consumption, we should not only consider the stimulation of tourism demand, but also focus on the optimization of the tourism consumption environment. Over the years, the tourism administration is used to promoting tourism development by increasing and optimizing tourism supply. In this financial crisis, tourism consumption voucher policies have been introduced around the world, which has played a certain positive role in stimulating consumption. More importantly, this is a positive attempt by the tourism administration to promote tourism development from demand. This needs to be carried forward continuously in the future work. However, we have to realize that the two most important factors affecting tourism demand are income and time. Residents' income growth depends mainly on the overall level of economic development and changes in distribution; from the time point of view, the Chinese people's vacation has been in the international middle and upper level, further increase the space of the vacation is limited, and the implementation of paid leave, tourism administration, although in the continuous appeal, but how the progress is also difficult to predict. As for "tourism into the community" and other ideas, mainly should be the market behavior of tourism enterprises, the executive branch should not be too involved. In the case of a certain amount of income and time, the extent to which the potential demand for tourism can be converted into real demand for tourism is closely related to the tourism consumption environment. A healthy tourism consumption environment is not only conducive to increasing tourism consumption, but also creates a good space for the transformation and upgrading of the tourism industry. Whether it is from the work function, or from the reality of tourism consumption environment, tourism administrative departments are necessary, and should be optimized in the tourism environment.

The second is to promote the balanced development of the region, not only to consider the needs of tourism development in economically developed regions, but also to focus their efforts to help the economically backward regions in the central and western regions on tourism development. The current imbalance in regional development is both an outstanding problem in China's economic development and an outstanding contradiction that affects the transformation and upgrading of China's tourism industry. From the current development of China's tourism economy, the eastern region, due to the developed economy, tourism economy is also relatively developed, while already basically endogenous growth capacity. Although the central and western regions are rich in tourism resources, the level of tourism development is far behind the eastern region. In the future, we need to start from the national level to increase the support for the tourism economy of economically underdeveloped regions. Currently, the state is supporting the east to the central and western "industry transfer" to help the development of the central and western regions. Similarly, the tourism administration also need to actively strive for the east to the central and western "tourists transfer" to promote the development of tourism in the central and western regions, and then drive the development of the service industry in the central and western regions, which, to a certain extent, is the economically developed regions of the central and western ecologically fragile regions of a kind of ecological compensation. Consideration can be given to increasing the efforts of the eastern region to send passengers to the central and western regions rich in tourism resources through price subsidies and other means. Can also draw on the Wenchuan earthquake, Beijing and other places in the bus and other media to promote Sichuan tourism free of charge, support Sichuan tourism recovery and revitalization and other ways to increase the less developed regions of the central and western regions of the tourism image in the eastern region of the public interest in the public interest, and thus to a certain extent to reduce the disparity between the development of regional tourism.

Thirdly, in the integrated development of urban and rural tourism, it is necessary to support the upgrading of the urban tourism industry, but also to focus on rural tourism and small town tourism. Since the beginning of the last century, through large-scale creation activities, nearly half of the cities have entered the ranks of China's excellent tourist cities. This shows that the city's tourism reception facilities and tourism service level has been significantly improved, the future focus of the tourism administration should be to further improve the city's tourism functions, enhance the personalization and characteristics of urban tourism, and through the innovation of the evaluation methods of tourism cities, to form a long-term mechanism to promote the further development of tourism cities. In recent years, tourism in villages and small towns has developed rapidly and is becoming a new growth point for China's tourism industry, especially domestic tourism. On the other hand, with the decline of a large number of township enterprises, the model of promoting the economic development of villages and towns mainly through industrialization is not only subject to market constraints, but also to environmental constraints. Therefore, vigorously developing village tourism is not only a need for the transformation and upgrading of tourism, but also a need for the harmonious development of China's urban and rural economy. At present, along with the gradual formation of urban residents' leisure and vacation habits, the urban leisure and vacation zone, with rural tourism and small town tourism as the main body, is becoming a place of convergence for urban residents' new consumption. However, compared with cities, there is a big gap between the tourism infrastructure and service level of villages and small towns. Therefore, in the future, we should strengthen the guidance for rural and small town tourism, and promote the coordinated development of urban and rural tourism by improving the development level of rural and small town tourism.