“国字号”成旅游业供给侧结构性改革重要抓手

"National brand" has become an important starting point for the supply side structural reform of tourism industry

发布时间：2021-01-08 09:51 来源：中国旅游报 编辑：马思伟

Time: 2021-01-08 09:51 source: China Tourism daily editor: Ma Siwei

第二批国家全域旅游示范区名单、新一批国家级旅游度假区公示名单、新一批国家5A级旅游景区名单……近期，文化和旅游部集中公布了一批国家级旅游品牌名单，标志着我国多层次旅游产品体系建设进一步完善。“国字号”旅游产品体系量质齐升、结构优化，更好契合了大众旅游日益多元化和提质升级的需求。

The list of the second batch of national global tourism demonstration areas, the new batch of national tourist resort publicity list, the new batch of national 5A tourist attractions list Recently, the Ministry of culture and tourism has released a list of national tourism brands, marking the further improvement of China's multi-level tourism product system. The tourism product system of "Guozihao" has improved both in quantity and quality, and its structure has been optimized, which better meets the needs of the increasing diversification and upgrading of mass tourism.

丰富供给 满足大众需求

Enrich supply to meet public demand

A级景区、国家级旅游度假区、国家全域旅游示范区等“国字号”旅游品牌，是我国旅游产品体系的重要支撑，是推动旅游业供给侧结构性改革的重要抓手。

Class a scenic spots, national tourist resorts, national tourism demonstration areas and other "national brand" tourism brands are the important support of China's tourism product system and the important starting point to promote the supply side structural reform of tourism industry.

随着第二批国家全域旅游示范区名单公布，国家全域旅游示范区已有168家。各示范区在文旅融合发展、旅游扶贫富民、城乡统筹、生态保护、景城共建共享、休闲度假、资源转型、边境开发开放等方面积累了丰富经验，为游客提供了高品质全域旅游服务。

With the announcement of the second batch of national global tourism demonstration zones, there are 168 national global tourism demonstration zones. The demonstration areas have accumulated rich experience in cultural and tourism integration development, tourism poverty alleviation and enriching people, urban and rural planning, ecological protection, scenic city co construction and sharing, leisure and vacation, resource transformation, border development and opening up, providing high-quality global tourism services for tourists.

新一批国家级旅游度假区公布后，国家级旅游度假区总数已达45家。目前，文化和旅游部已出台《国家级旅游度假区管理办法》，建立了有进有出的动态管理机制，开展复核检查，确保度假区品质。

After the announcement of a new batch of national tourist resorts, the total number of national tourist resorts has reached 45. At present, the Ministry of culture and tourism has issued the measures for the management of national tourist resorts, established a dynamic management mechanism with both in and out, and carried out review and inspection to ensure the quality of tourist resorts.

根据文化和旅游部资源开发司编写的《2019—2020年中国旅游景区发展报告》，截至2019年底，全国共有A级景区12402家，其中5A级景区280家。根据文化和旅游部发布的《2019年文化和旅游发展统计公报》，2019年，全国A级旅游景区接待总人数64.75亿人次，比上年增长7.5%，实现旅游收入5065.72亿元，增长7.6%。

According to the development report of China's tourist attractions in 2019-2020 compiled by the Department of resource development of the Ministry of culture and tourism, by the end of 2019, there are 12402 A-level scenic spots in China, including 280 5A level scenic spots. According to the "statistical bulletin on culture and tourism development in 2019" issued by the Ministry of culture and tourism, in 2019, the total number of A-level tourist attractions in China was 6.475 billion, an increase of 7.5% over the previous year, and the tourism revenue was 506.572 billion yuan, an increase of 7.6%.

对于近期公布的一批国家级旅游品牌名单，陕西旅游集团有限公司董事长周冰认为，在旅游业受到疫情冲击的情况下，这一批名单的公布无疑起到了振奋人心的作用。无论内外部环境如何，我国旅游业仍有相当大的提升空间，系统思维、体系建设还有很多路要走，行业整体水平提升还有很多需要修炼的“真功夫”。

Zhou Bing, chairman of Shaanxi Tourism Group Co., Ltd., believes that the announcement of the list of national tourism brands has undoubtedly played an inspiring role in the case of the impact of the epidemic on the tourism industry. No matter what the internal and external environment is, there is still considerable room for improvement in China's tourism industry. There are still many ways to go in terms of system thinking and system construction. There are still many "real efforts" to improve the overall level of the industry.

对于我国多层次旅游产品体系建设，景域驴妈妈集团创始人洪清华说，景区、度假区、全域旅游示范区，代表了观光经济、度假经济、全域性休闲经济三种不同的旅游需求和旅游消费方式。现阶段大众需求日益多元，游客从关注风景到追逐生活，希望有更多高质量的产品出现，创造更为美好的旅游体验和生活体验。

As for the construction of China's multi-level tourism product system, Hong Qinghua, founder of Jingyu donkey mother group, said that scenic spots, resort areas and global tourism demonstration areas represent three different tourism needs and consumption patterns: tourism economy, holiday economy and global leisure economy. At the present stage, the public demand is increasingly diverse, tourists from the landscape to the pursuit of life, hope to have more high-quality products, create a better travel experience and life experience.

擦亮品牌 提高供给质量

Polish the brand and improve the quality of supply

在多层次旅游产品体系建设中，业界努力打造高质量旅游产品。尤其是“国字号”品牌，在大众心中树立了良好的形象。

In the construction of multi-level tourism product system, the industry strives to create high-quality tourism products. In particular, the "national brand" has established a good image in the hearts of the public.

在点、线、面多层次旅游产品体系日益完善的背景下，A级景区如何突出自身优势？新晋5A级景区、贵州省遵义市赤水丹霞旅游区一直在探索。“必须进一步提高景区服务质量，严格管理和培训，改造升级基础设施，充分彰显5A级景区标准。持续推出特色旅游体验，满足游客个性化需求。要立足长远，实现经济效益、社会效益、生态效益均衡。”赤水旅游发展股份有限公司相关负责人说。

Under the background of the increasingly perfect point, line and surface multi-level tourism product system, how can A-level scenic spots highlight their own advantages? New 5A scenic spot and Chishui Danxia tourist area in Zunyi City, Guizhou Province have been exploring. "We must further improve the service quality of scenic spots, strictly manage and train, transform and upgrade the infrastructure, and fully demonstrate the standard of 5A scenic spots. Continue to launch characteristic tourism experience to meet the personalized needs of tourists. We should base ourselves on the long term and achieve a balance of economic, social and ecological benefits. " Chishui Tourism Development Co., Ltd. said the relevant person in charge.

对于如何在新发展格局中突出度假区优势、维护度假区品牌，新晋国家级旅游度假区、上饶市三清山金沙旅游度假区相关负责人提出，要以“绿色、健康”为理念，充分发挥气候优势、生态环境优势，丰富产品类型，实现特色化、精品化发展。同时，注重服务品质提升，优化接待服务，抓好“快旅慢游”体系建设和周边环境协调整治，推动智慧旅游全覆盖；净化旅游环境，加强旅游安全管理，建立高效旅游投诉处理机制，强化旅游市场执法巡查和监管力度；完善服务设施，加快完善旅游公路、公厕、停车场等配套设施。

As for how to highlight the advantages of the resort and maintain the brand of the resort in the new development pattern, the relevant persons in charge of the new national tourist resort and Shangrao Sanqingshan Jinsha tourist resort proposed that we should take "green and healthy" as the concept, give full play to the advantages of climate and ecological environment, enrich the types of products, and realize the development of characteristics and high-quality products. At the same time, we should pay attention to the improvement of service quality, optimize the reception service, do a good job in the construction of "fast travel and slow travel" system and the coordinated renovation of the surrounding environment, and promote the full coverage of smart tourism; purify the tourism environment, strengthen tourism safety management, establish an efficient tourism complaint handling mechanism, and strengthen the law enforcement, inspection and supervision of the tourism market; improve service facilities, and accelerate the improvement of tourism roads, public toilets and parking spaces Parking lot and other supporting facilities.

上海市青浦区是新晋国家全域旅游示范区。对于打造全域旅游品牌，青浦区文化和旅游局党组书记、局长沈秋娟表示，青浦区是中国国际进口博览会展馆所在地，是长三角一体化发展重要承载地。下一步，青浦区将放大进博会溢出带动效应，对接虹桥商务区，持续推进环国家会展中心都市旅游区建设，打造全域式会展、商务旅游体系；依托青浦新城河网资源优势，融入主客共享、水城融合理念，打造生态文化休闲公园集聚区；将积极推进长三角一体化发展，区域联动，加快打造“江南水乡客厅”，尤其聚焦淀山湖地区，以朱家角古镇为引领，打造知名湖区，推动全域旅游高质量发展。

Qingpu District of Shanghai is a new national tourism demonstration area. As for building a global tourism brand, Shen qiujuan, Secretary of the Party group and director of Qingpu District Culture and Tourism Administration, said that Qingpu District is the venue of China International Import Expo and an important carrier for the integrated development of the Yangtze River Delta. In the next step, Qingpu District will enlarge the spillover effect of the Expo, connect with Hongqiao Business District, continue to promote the construction of urban tourism area around the National Convention and Exhibition Center, and create a global exhibition and business tourism system; rely on the advantages of Qingpu new town river network resources, integrate the reasonable concept of host guest sharing and water city integration, and create an ecological cultural leisure park cluster; and actively promote the integrated development of the Yangtze River Delta To speed up the construction of "living room in Jiangnan Water Town", especially focusing on Dianshan Lake area and taking Zhujiajiao ancient town as the guide, to build a well-known Lake area and promote the high-quality development of tourism in the whole region.

研判趋势 优化目的地打造

Study and judge the trend, optimize the destination building

我国大众旅游发展势头良好，旅游日益成为大众生活不可缺少的一部分。面对不断变化的发展趋势，旅游目的地打造需要科学研判、精心打磨。

China's mass tourism has a good development momentum, and tourism has increasingly become an indispensable part of public life. In the face of the changing development trend, the construction of tourism destination needs scientific research and careful polishing.

秦森（集团）有限公司董事长助理蒋轶弢建议，要将文化和旅游真正结合起来，历史馆藏、大美山水、风物资源，有亮点、有主题、有特色地进行整合；要考虑不同群体需求，以人为本，实现服务和产品差异化，团队旅游、定制旅游和自驾游兼顾，实现“连环盈利”模式；要加快目的地配套服务提升，关注公众的口碑与需求，摒弃形式大于内容、不合理的管理模式。

Jiang Yizhen, assistant to the chairman of Qinsen (Group) Co., Ltd., suggested that culture and tourism should be truly combined, and historical collections, beautiful landscapes and scenery resources should be integrated with highlights, themes and characteristics; different groups' needs should be considered, people-oriented, service and product differentiation should be realized, and team tourism, customized tourism and self driving tourism should be taken into account, so as to realize "chain profit" ”We should speed up the improvement of supporting services, pay attention to the public's reputation and demand, and abandon the unreasonable management mode that the form is greater than the content.

正佳集团副董事长兼执行董事谢萌认为，旅游目的地打造可以朝着文商旅融合的方向不断尝试、不断创新。旅游目的地要实现长远发展，就必须与消费者建立“心智链接”，而文商旅融合是提升消费者深度体验的有效方式。谢萌建议，充分利用各种文化和旅游资源，致力于目的地整体文化和旅游氛围营造，改善旅游大环境；加大力度发展旅游辅助产品，加强IP打造；深挖文化内涵，打造拳头产品，创新优化旅游目的地的产品结构；推动聚集化发展，打造一批旅游消费聚集体验区，实现空间上的良性联动。

Xie Meng, vice chairman and executive director of Zhengjia group, believes that the construction of tourism destination can keep trying and innovating towards the integration of culture, business and tourism. In order to achieve long-term development, tourism destinations must establish "mental links" with consumers, and the integration of culture, business and tourism is an effective way to enhance consumers' deep experience. Xie Meng suggested that we should make full use of various cultural and tourism resources, strive to create the overall culture and tourism atmosphere of the destination, and improve the tourism environment; strengthen the development of tourism auxiliary products, and strengthen the construction of IP; dig deep into the cultural connotation, create fist products, and innovate and optimize the product structure of the tourism destination; promote the development of aggregation, and create a number of tourism consumption aggregation experience areas, so as to achieve the goal There is a positive linkage in space.

“在疫情等综合因素影响下，游客消费决策出现新趋势，从价格敏感型转向安全敏感型、品质敏感型，不再一味地只看价格。从年龄层次看，‘Z世代’不只对价格敏感，也对品质敏感。”去哪儿网高级公关经理徐振妍认为，对于在线旅行商来说，未来要在帮助游客挖掘绝对低价的产品同时，携手目的地实现品质升级，契合消费升级需求。

"Under the influence of the epidemic and other comprehensive factors, there is a new trend in tourists' consumption decision-making, from price sensitive to safety sensitive and quality sensitive, instead of just looking at the price. In terms of age, generation Z is not only price sensitive, but also quality sensitive. " Xu Zhenyan, senior public relations manager of qunar.com, believes that for online travel agents, in the future, they should help tourists to find products with absolute low price, and at the same time, hand in hand with the destination to achieve quality upgrading to meet the demand of consumption upgrading.

（采访组成员：李志刚 刘亚子 周晨 丁宁 执笔：李志刚）

(interview group member: Li Zhigang, Liu Yazi, Zhou Chen, Ding Ning, writer: Li Zhigang)