Summer tourism should grasp the "cool" machine market and cultivate professional guidance

According to the development of summer tourism in 2013, it is considered that the national summer tourism market has initially taken shape and the economic benefits of summer tourism are obvious; Different destination cities have their own development paths and models. However, on the whole, the development of China's summer tourism industry is still in the period of development and cultivation, which is manifested in the insufficient strategic height of summer tourism, and often stays at the level of tourism department and seasonal products; Summer tourism strengthens the advantage of summer climate of the destination in the market, virtually inhibits or even negates the tourism suitability of other seasons, and there is great pressure on the regulation of "negative effect"; The embryonic form of summer economy appears, but the understanding of the tourism industry attribute of summer tourism is not sufficient. They think that summer tourism is "relying on heaven", which is realistically manifested as "climate is an objective advantage, but tourism is a weakness"; The industrial structure of summer economy is single, and industries such as summer tourism, summer tourism real estate and tourism transportation are well developed, while other extended industries such as summer vacation and recuperation and off-season agriculture lag behind; Summer tourism products lack characteristics, which are often the simple reorganization of existing routes and products, which can not reflect the professionalism of summer tourism. Based on this, the 2014 report takes "market cultivation and professional guidance" as the keyword of this year.
In the summer of 2014, the temperature in most parts of the country was close to or higher than that in the same period of the year. The number of days with high temperature (35 ℃) in Southeast Chongqing, Southwest Hubei and Northern Hunan was higher than that in the same period of the year. The research shows that the summer tourism market demand is strong in 2014, and with the early arrival of summer, the demand is in advance. "Family Tour" is the main form of summer travel. When choosing summer tourism, residents mainly take short distance and combine the length with the length. At the same time, from the perspective of summer tourism development, the brand influence of summer cities is insufficient, and the development and publicity is insufficient.
From the perspective of supply, local governments, tourism authorities, tourism and related enterprises have realized the market value of summer tourism. Local governments have launched various summer activities, tourism enterprises have launched a variety of summer routes and products, various summer tourism strategies are overwhelming, aviation enterprises have increased flights, meteorological service departments have carried out targeted meteorological services, and the media have actively promoted and guided.
《20》 Suggestions: first, summer tourism destination cities should enhance their understanding of the value and importance of tourism climate resources, grasp the "cool" opportunity given by heaven, and strive to build summer tourism destinations and brands.
2、 Tourism authorities and enterprises should correctly understand the tourism industry attribute of summer tourism, make scientific and reasonable planning, formulate summer tourism management and service standards, and provide professional guidance. Combine national, medium and long-distance summer vacation bases for more than 3-5 days with short-range, 2-3-day summer vacation destinations. Planning several types of special products and routes for summer tourism is not just a simple reorganization and packaging of existing products. Some summer tourism routes and products developed through cross regional integration are good choices, such as the summer tourism route with thousands of miles of Yellow River style, Heilongjiang Jilin Lake (Jingpo Lake, Wudalianchi) Guangshan (Changbai Mountain) color summer tourism route, etc. Summer tourism can not be expected to "rely on the sky". The competent tourism authorities should give more guidance in strengthening the industrial supply of summer tourism and improving the service quality and destination safety of summer tourism. The media should cooperate to promote and publicize summer tourism destinations. At the same time, the competent tourism department and the meteorological department should strengthen cooperation to provide tourism public meteorological services in a timely and accurate manner, so that tourists can know the choice of summer tourism destinations and the safety risk status of destinations. In addition, the current tourism statistics are mainly carried out by quarter and month. It is suggested that summer tourism destinations carry out tourism statistics by season and month, so as to provide a basis for fully grasping the law of summer tourism market.
3、 Extend the summer industry chain and develop the summer economy in a broad sense. The future development should jump to a broader connotation. The summer tourism in a single and narrow sense should be transformed into the summer economy in a broad sense with the linkage development of multiple industries such as health care, convalescence and health care, festivals and exhibitions, so as to form an industrial chain with summer tourism as the core, integration of resources, correlation and high level, So as to obtain the overall benefits on the basis of functional complementarity.
4、 Strengthen infrastructure construction and improve service guarantee capacity, especially when the summer tourism peak season comes, problems such as falsely high prices, bullying and slaughtering customers and poor service quality will also surface. It is necessary to strengthen market supervision and tourism law enforcement to improve tourist satisfaction; Strengthen the security of the elderly and provide strong protection in medical services, food hygiene and information services. Strengthen tourism public meteorological services and provide accurate meteorological information in time.
Finally, we should highlight the cultural characteristics, strengthen the brand construction of summer city, and improve the awareness of the image of summer city. In terms of publicity, we should especially publicize and guide tourists to establish the cognition of the important relationship between climate and human health. The driving force of climate on tourism is that some respiratory tract, cardiovascular and cerebrovascular or mental diseases such as depression can be alleviated or controlled through short-term long-distance tourism. It is called climate therapy or transfer therapy abroad. Summer is a high incidence period of cardiovascular and cerebrovascular diseases for the elderly. Therefore, efforts should be made to establish a relationship between the cool climate and the summer protection of cardiovascular and cerebrovascular diseases and be recognized by the market, so that the climate economy of migratory birds, migratory bird real estate and tourism can really take shape.
Considering that many tourist cities with excellent and comfortable summer climate want to be actively included in the research sample, the China Tourism Research Institute and the public meteorological service center of the China Meteorological Administration plan to start the observer unit system from 2015, and consider the declaration and naming of summer tourism observation points and the best summer tourism destinations.
The top 15 cities in July 2014 were Harbin, Kunming, Qingdao, Dalian, Guiyang, Yantai, Jilin, Shenyang, Lijiang, Qinhuangdao, Changchun, Chengde, Yanbian, Xining and Taiyuan. The top 15 cities in August were Yantai, Dalian, Harbin, Kunming, Jilin, Guiyang, Hohhot, Qingdao, Qinhuangdao, Shenyang, Yanbian, Changchun, Taiyuan, Xining and Yan'an.