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Analysis on China’s Tourism Industry 中国旅游业现状

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As an emerging industry, the tourism industry, although started late, it developed in high speed with China’s reform, economic growth and opening-up. Also, many related industries have been benefited from the tourism industry, such as: hotel, catering, entertainment, aviation, transportation, etc. So that’s why the tourism industry is always called “the forever sun-rising industry” or even “the catalyst of the economy”.

With years’ of development, people’s concept on travel also changed a lot. They’re no longer satisfied with sightseeing, but also enjoy the immersion experience and vacation travel. Thus, high quality travel will be the trend in the future. Even facing lots of challenges, the tourism industry in China still has plenty room to grow.

The Struggling Travel Agency
The tourism industry is labor-intensive, while the travel agency plays an important role. According to analysis on the travel agencies, we’ll see that the entry barrier for China’s tourism industry is low, which leads to some drawbacks, such as the small scales, homogeneous service and intense competition.

The traditional travel agencies are now facing many challenges due to the changed travelling habits and e-commerce. Firstly, the tourism laws and regulations in China are not completed, which results the disordered competition, non-standardized service and some other disputes.

Secondly, Chinese people are still lacking of consumption habits despite their ever-growing purchasing power. They’re sensitive with the prices for hotels and airlines and not willing to spend much on service and dining. This calls for the growth of package tour. Some travel agencies provide the customized package for this niche market.

Finally, the services of China’s travel agencies are quite similar. If we look at some overseas travel companies, we will see that they not only provide the consultant services, but also able to provide some relevant travel-related financial services such as issuance of travelers cheque. In some emergency cases, they’re capable of liaising with the government for the coordination. These are what the industry bellwether can do.

Although, some are not optimistic with the travel agency, we don’t think so. The travel agency is still irreplaceable. No matter struggling for survive or finding a new path, creation and qualified service are always the keys for success.

The Changing Travelers
With the growth of economy, people are no longer to be satisfied by the materialistic demands. They’re also looking for the joy of mental world. Travel is the right way.

While we believe that you and me are both experienced some boring tours and be forced to do shopping or pay for the tips. It’s nothing about enjoyment. Plus the opening travel policies of Hong Kong, Macau, Taiwan and other overseas areas, the packaged tour becomes more and more popular.

Today, the market needs more personalized products. As a travel agency, it should breakdown the market into segments on basis of the different budget and habits. For example, for elderly people or some big-ticker spender, they would prefer the prepared trip planning, route arrangement. And they’re willing to pay for this. In addition, tourism attractions and shopping are not that attractive to them. Especially for those who have rich traveling experiences on both domestic and overseas destinations, how to build the cultural experience, natural scenery and leisure activities would be more competitive. Similarly, the development of the facilities and programmes are the key for repeated visits.

All in all, the travelers are still “hungry”, they are eager for more qualified travel products and more excelled services.

The Rising of Internet
Without doubt, the internet has changed human’s life. Most industries suffered from the booming of the internet, while tourism industry is one of them. In the past, people have to book the hotels, transportation from agencies, but now they can do this on internet. Goupon, the rebate points are both welcome methods in e-commerce. The traditional tourism organizations will be eliminated if they cannot find the solutions.

Of course, the emerging travel websites and APPs are both in trouble with the same problem: no characteristic. They have to play the price war due to the lack of unique features. While, it seems the travellers are those who get the benefits.

The rising of internet makes the whole tourism industry more transparent, it’s not only good for the travellers’ interest, but also drives the development of personalized travel products.

作为新兴产业的旅游业,虽然起步较晚,却在中国有了高速度的发展,它伴随着改革开放之后国民经济的腾飞而不断攀升。旅游业还带动了酒店、餐饮、娱乐、航空、交通等相关行业的发展。因此,人们把旅游业形容为“永远的朝阳产业”,甚至“国民经济提升的催化剂”。

经过多年的发展,人们的旅游观念也发生了极大的转变,早已不满足于走马观花式的填鸭式旅游,而更希望拥有深度的浸入式体验和度假般的旅游享受。因此,高品质享受式的旅游模式将成为未来发展的趋势,虽然面临诸多的挑战,但中国旅游业的发展空间依然很大。

夹缝中求生存的旅行社
旅游业是一个劳动密集型产业,而旅行社则是其中非常重要的一环。从大大小小的旅行社我们能够发现,中国涉足旅游行业的门槛还是比较低的,这也直接导致了中国的广大旅行社发展规模小、同质化服务明显、行业竞争白热化等诸多弊端。

受到人们旅行习惯的改变以及网络电子商务的冲击,传统旅行社面临着许多挑战。首先,我国关于旅游的法律法规还很不健全,这直接导致了行业内的一些无序竞争、服务不规范、纠纷解决不明确等问题的产生。

其次,中国人的购买能力虽较之过去有了长足的发展,但相比较而言在消费习惯、消费尺度方面仍显不足。虽然中国人在国外扫货的实力已经令西方世界刮目相看,但中国游客对于服务、餐饮等方面的花销还徘徊在偏低的水准,对酒店住宿、航班等价格仍然极为敏感,这也导致自由行人群的大量攀升。有些顺应行业发展的旅行社也已经瞄准此类人群,提供有针对性的服务,不在组团游一根绳上拴死。

最后,中国的旅行社所提供的服务仍然极为单一。纵观国际上较大的旅游公司,如美国运通公司等,它们不仅为游客提供旅行的各类信息资讯服务,还能提供旅行支票等旅游金融服务,甚至还有直属的酒店、交通体系以及各种与旅游息息相关的产业,形成规模化效应。遇到突发事件,还能配合政府机构做好相应地处置工作,成为行业中真正的“领头羊”。

虽然,有不少人唱衰旅行社,但笔者认为旅行社还有着不可替代的地位和广阔的发展空间,无论是夹缝中求生存,还是另辟蹊径,求新求变,并且提供更为优质的服务才是关键。

不断进化的旅行者
中国幅员辽阔,人口更是众多,随着经济的增长,人们不再满足于物质生活的需求,而需要精神上的愉悦,旅行正是满足这一需求的绝佳手段。

然而,相信不少人体验过“上车睡觉、下车拍照”的传统团队游,不仅根本谈不上身心愉悦、心旷神怡的程度,更屡屡遭遇强迫购物、私讨小费、漫天要价的尴尬与窘境。加上港澳台以及境外旅游市场的放开,自由行渐渐成为如今比较时兴的旅游方式。

如今的市场早已不是一刀切的市场,不同的人群需要个性化的产品,商家应该针对不同的旅行预算、消费习惯细分市场。比如,上了年纪的人、语言有问题的人以及工作繁忙的高端人士,他们或许并不满足于自由行,若能提供优质的出行规划、路程安排、地接陪游,相信他们愿意支付相应的服务花销。而即使是自由行的客人,如果提升完善的配套服务同样可以挖掘不错的商机。此外,简单的景点游、购物游已经对人们不再有那么强的吸引力,尤其是那些拥有丰富国内、境外旅游经验的人士,怎样打造深度的文化风情、自然风光、运动休闲游成为吸引他们的重点。同样,开发差异化的景点、设施及配套,开创文化节目以及相关节日,也成为当地吸引游客反复到访的关键。

总之,不断进化的旅行者们仍然“饥渴”,他们需要更优质的旅游产品、更完善的旅行服务。

网络的崛起,传统之殇
互联网的崛起,尤其是移动互联网的普及,改变了许多传统行业的格局,其中旅游业也受到了很大冲击。以前非要通过旅行社预订的机票交通、酒店住宿,现今都可以通过网络等诸多渠道来解决。团购、积分返利、比价,也在电子商务领域方兴未艾。传统的旅游行业机构若仍然保持岿然不动的态势,势必被市场所淘汰。

当然,我们也看到如雨后春笋般出现的旅游类网站、应用都有着同质化的问题,缺乏特色仍然是最大的问题,因为缺乏特色,只能盲目打价格战,虽然短期内似乎让游客得利,但对于整个行业的发展有弊无利。

其实,网络的崛起,使得信息不对称导致的不合理收费渐渐淡出视线,在信息透明的前提下,善于发掘游客需求、提供个性化旅游产品的从业机构,还是有利可图的。

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