1992 before the Barcelona Olympic games, Barcelona's tourism industry was often weak, and its income only accounted for 1-2% of GDP. Affected by hosting the Olympic Games, the number of inbound tourists in Barcelona increased by 4.25% in194, while the number of inbound tourists in Barcelona increased by 500% in 2002 after the 10 Olympic Games. Barcelona's change in the ranking of tourist destination cities also reflects the tourism effect of the successful hosting of the Olympic Games: before 1992, Barcelona was 16 in the ranking of tourist destinations of the World Tourism Organization, and by 1993, it has jumped to the third place.
When the Sydney Olympic Games was held, the number of inbound tourists from Australia reached a record high of 493 1 000, an increase of 11percentage point over1999. Three months after the Olympic Games, inbound tourism increased by 15%, and foreign exchange income increased by 320 million US dollars. In the two years after the Olympic Games, due to the impact of the September 1 1 incident of 200 1, this rapid growth slowed down, but it still increased by about 8% compared with the year before the Olympic Games, when the number of inbound tourists was the largest. The most outstanding benefit after Sydney Olympic Games is the continuous growth of MICE tourism. Since Sydney won the right to host the Olympic Games in 1993, Australia's ranking in the international conference market has also soared. According to the number of meetings, Australia ranked seventh in the world from 65438 to 0999. In 2000, the ranking rose to the fourth place, surpassing France, Spain, Italy and other tourist destinations. Sydney ranked fifth in 2000, and rose to second in 2006 with 5438+0. Due to the rapid growth of conference tourism, it has promoted the adjustment of Australia's tourism industry structure. 1990, meetings and business trips only account for 15% of domestic tours. 200 1, meetings and business trips accounted for 20% in one fell swoop, up 5% year-on-year.
According to a simple analysis of the impact of the Barcelona and Sydney Olympic Games on the tourism of the host country, combined with China's own current situation, the impact of the 2008 Olympic Games on China's tourism is mainly reflected in the following aspects:
1. Improve the tourism environment and establish a good image as an international tourism metropolis.
As the host country of the 2008 Olympic Games, Beijing will welcome athletes from all over the world. At the same time, Beijing will receive a large number of governments, media and tourists from all over the world. Beijing, the host country, will be inspected by all parties. As soon as they set foot in Beijing, they will feel the enthusiasm, vitality and charm of the ancient oriental countries. The ancient country will once again show its profound culture, and the Olympic spirit will bloom here. The tourist facilities in Beijing will be comprehensively inspected.
The number of tourists will increase greatly.
During the Olympic Games, there will be athletes, coaches, team workers and journalists from all over the world. In addition, there must be a large number of supporters and overseas audiences. It can be seen that the Olympic Games can bring a large number of tourists to the host country (all the above-mentioned people will stay at least one night), so it will bring considerable direct economic benefits to the host country. This is the short-term economic benefits of the Olympic Games. During the past Olympic Games, Los Angeles, Seoul, Barcelona and Atlanta received 230,000, 220,000, 300,000 and 290,000 inbound tourists respectively. During the 2000 Sydney Olympic Games, in addition to tens of thousands of athletes, officials and 1 20,000 journalists, during the short 16-day Olympic Games, Sydney received110,000 people, including 500,000 foreign tourists during the competition time. According to the data of the Australian Tourism Department, the number of tourists in Australia increased by 1 1% in 2000, while the number of tourists in Sydney increased by 15% in September of the same year. Of the 1 100000 tourists who came specially for the Olympic Games, 88% are repeat customers.
3, adjust the industrial structure, make it increasingly perfect, rich and diverse.
The Olympic Games not only brought us the world's top events, but also brought the Olympic economy, a new economic industry. Therefore, as the first beneficiary of the Olympic Games, tourism is even more so. From a macro point of view, the large-scale increase in tourism demand will drive the corresponding increase in tourism supply to earn increased tourism income. In terms of scale, tourism will develop greatly. On the other hand, the consumption structure of tourists will present multi-level non-single structural characteristics. Usually, tourists need to involve transportation, accommodation, catering, scenic spots, shopping, entertainment and other consumption in tourism consumption, and these links vertically constitute the tourism-related industrial chain. The remarkable increase in tourists has brought a lot of foreign exchange and domestic currency circulation. The distribution of tourism income to each consumption link will certainly promote the improvement of quality and quantity of each link, which can also meet the growing tourism demand; On the other hand, the perfection of each link, such as the expansion of entertainment facilities and the richness of entertainment projects, will increase the highlights of China's tourism industry, which also lays the foundation for attracting more tourists.
4. Improve management quality, improve service quality and enhance international competitiveness.
While improving the host country's hardware facilities, we should also see the deficiency of its software. In the past 20 years of reform and opening up, Beijing's tourism industry has achieved rapid development and become an important industry and a new economic growth point of Beijing's national economy. However, compared with the international advanced level, there is still a certain gap between management quality and service quality. Hosting the Olympic Games will attract a large number of international tourists to enter the Beijing tourism market. Their advanced management concept and rigorous management mode will strongly promote the development of Beijing's tourism industry, improve service quality and enhance international competitiveness. This is the need of Olympic service reception and the key to the long-term and stable development of Beijing's tourism industry.
5. Actively promote the rapid development of local and surrounding tourism.
Each Olympic Games will not only promote the rapid development of tourism in the host country, but also promote the rapid growth of tourism in the whole region. For example, the Winter Olympics in Turin not only makes winter tourism in Turin, Germany very popular, but also promotes winter tourism in Northern Europe. The Beijing Olympic Games also made careful consideration here, allowing equestrian to move to Hong Kong. Its impact will not only be as simple as the Olympic Games, but also bring another sky to Hong Kong's tourism industry. At the same time, Asia will become a new tourist hotspot. The mysterious East has always been a place for foreign tourists, and the tourism development brought by hosting the Olympic Games here will be unprecedented. At the same time, for some domestic tourists who are not very interested in sports, during the Olympic Games, these people will choose destinations outside Beijing, which will inevitably increase the number of tourists in other domestic tourist destinations. In a word, the hosting of the 2008 Olympic Games has a huge and obvious driving effect on China's tourism industry, which will add new vitality to the development of China's tourism industry and bring unprecedented opportunities.
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Abstract: Tourism is the biggest economic benefit of 2008 Beijing Olympic Games. No matter during the Olympic construction or during the competition, the number of tourists coming to Beijing will increase substantially, the Beijing tourism market will be "oversaturated" and the "crowding out effect" of Olympic tourism will also be highlighted. Hebei Province should make use of the "crowding out effect" of Beijing Olympic tourism to develop tourism and comprehensively promote the transformation from a big tourist province to a strong one.
(Zhongjing comments on Beijing) Tourist attractions are divided into place attractions and time attractions, and large-scale activities are increasingly becoming an important way to develop tourism and invigorate the tourism economy. The holding of sports events not only concentrates the reports of the mass media, but also can quickly enhance the popularity and reputation of tourist destinations, thus greatly enhancing the tourist attraction and distinctive city image. Moreover, event tourism activities have far-reaching economic and social significance to the host place. Tourism is one of the industries that benefit the most. It will not only have a great impact on the tourism and tourism development in the host country of the Olympic Games, but also affect the tourism and tourism development in a wider area to a great extent.
First of all, the impact of the Olympic Games on the tourism industry of the host country.
The great influence of the Olympic Games on the tourism development of the host country has been proved by previous Olympic Games.
(A) the inbound tourism effect of the Olympic Games
Data show that during the Olympic Games in Los Angeles, Seoul, Barcelona and Atlanta, the number of inbound tourists reached 230,000, 220,000, 300,000 and 290,000 respectively. The 2000 Sydney Olympic Games injected new vitality into Australia's economic development. In the combination of tourism and the Olympic Games, it has done better than any previous one. According to the statistics of Tourism Australia, from 1994 to 2004, the number of overseas tourists in Australia increased by1320,000, and the number of local tourists increased by1740,000. The newly increased tourism business earned Australia 3 billion Australian dollars in foreign exchange. The experience of the perfect combination of Sydney Olympic Games and tourism shows that the Olympic Games, as a super-large "humanistic tourism brand", is more attractive to international tourists than any super-large activities in the world today, and its position is irreplaceable.
(2) The Olympic Games has rapidly enhanced the tourism brand image of the host country.
Olympic tourism will also achieve an image effect that cannot be achieved under normal circumstances, that is, to shape and enhance the image of the host place.
1, the Olympic Games has enhanced Australia's tourism image brand.
The data shows that the 2000 Sydney Olympic Games advanced the benefits of Australian brands by 10 years, greatly enhanced the enthusiasm and expectation of countries around the world for Australian tourism, and had a far-reaching impact on the Australian inbound tourism market. The results show that after the Sydney Olympic Games, people's attention to Sydney and Australia and the knowledge gained have improved. People's awareness of Australian brands has greatly improved, which has stimulated more people's interest in traveling to Sydney and Australia.
2. With the propaganda effect of the Olympic Games, Greece has established a new tourism image.
In 2005 and 2006, after the Athens Olympic Games, the number of inbound tourists and tourism income in Greece increased at a relatively fast speed. From 2004 to 2006, the number of international tourists in Greece increased from12120,000 to13.75 million, and the tourism revenue increased from 103 billion euros to1700 million euros. Athens Olympic Games not only deeply affected Greece, but also the number of tourists in Turkey soared by 40% in the first half of 2004.
It can be seen that the Olympic Games can not be underestimated in promoting the image publicity of the host city and country.
(3) The software and hardware level of tourism has been improved.
As a special festival, the Olympic Games has brought a beneficial increase in the host city's tourist attractions and tourism products from the reception content and grade, which is an increase in internationally attractive tourism products. In order to fulfill the commitments and obligations of the host city and welcome a large number of Olympic participants and tourists, the host city must increase and improve accommodation and reception facilities and business activities facilities in quantity and quality, and improve the supply capacity of the host city's tourism. Moreover, the host city of the Olympic Games often uses the Olympic Games to increase investment in urban infrastructure, promote urban renewal, and directly improve the internal and external accessibility of urban tourism. It has greatly improved the hardware construction of tourism infrastructure in the host country, improved the quality of tourism services, created a first-class tourism environment, promoted the overall improvement of tourism level, and promoted the further maturity and development of tourism.
Second, the Olympic Games provides a good opportunity for Hebei tourism.
(A) the causes of extrusion effect
While the Olympic Games produces tourism "pull", it is also accompanied by "thrust", that is, the "repulsion" of the Olympic Games to tourists, which is embodied in the "crowding out effect" of tourism activities during the Olympic Games. The crowding-out effect of Olympic tourism means that the Olympic Games will promote the transfer of domestic tourism originally planned in the host city to other parts of China.
From the perspective of the host city/region, the Olympic Games may bring "disgust effect", that is, forcing residents of the host city/region to leave their place of residence to travel during the festival, because they hope to be free from the interference of festivals and a large number of inbound tourists. From the host country's point of view, the Olympic Games may bring "transformation effect", that is, it may prompt domestic tourists (including vacationers and business tourists) to move to other parts of the country, because people think that hosting the Olympic Games will interfere with normal tourism activities and destination price levels. These two effects are the crowding out of domestic tourism by the Olympic Games. The crowding-out effect of the Olympic Games on tourism activities has basically been reflected in previous Olympic Games, but the intensity is different.
(B) the crowding-out effect on the practical significance of Hebei tourism
Li Xiaoguang believes that the 2008 Beijing Olympic Games is a golden historical opportunity for China's tourism industry to catch up with the advanced level, which not only brings huge business opportunities to Beijing's tourism industry, but also plays a very positive role in promoting the development of the national tourism industry.
Hebei has geographical advantages around Beijing and numerous tourism resources. The quality of tourism industry in Hebei Province has been continuously improved, with three world cultural heritages and five national historical and cultural cities. Summer resort, Beidaihe and Baiyangdian are famous scenic spots. In recent two years, 85 A-level scenic spots have been newly evaluated, totaling 176, including 3 5 A-level scenic spots, 4 4A-level scenic spots1home and 46 3A-level scenic spots.
Third, Hebei Province Olympic Tourism Countermeasures
"Establishing the awareness of Olympic opportunities, actively carrying out cross-regional and multi-field joint promotion, attracting potential tourists with various preferences to the maximum extent, and fully spreading the benefits brought by Olympic tourism in space" will become the leading idea for Hebei Province to develop tourism with the help of the Olympic Games.
To this end, Hebei has made efforts and attempts from the following aspects:
(1) Intensify publicity and build quality lines.
Hebei Province has launched more than 20 fine tourist routes, such as seaside holiday in eastern Hebei, royal customs in Chengde, grassland scenery in northern Beijing, Saibei Dam, Taihang scenery in the suburbs of Beijing and Yanzhao culture and folk customs in southeastern Hebei, and has organized some fine scenic spots in the province into more than a dozen Olympic fine tourist routes, such as Beijing-Qinhuangdao-Chengde, Beijing-Zunhua-Tangshan-Qinhuangdao, Beijing-Jinshanling-Chengde-Weichang. And the main "Tangshan Qinhuangdao Chengde Olympic Tourism Golden Route". And launched a series of publicity activities with the theme of "Olympic Beijing, Tourism Chengde".
(B) to strengthen software construction, improve the quality of tourist receptionists.
Travel agencies, hotels and other social tourism service units in Hebei Province are constantly strengthening the construction of software and hardware, strengthening business training, actively integrating with international standards and Olympic concepts, and comprehensively improving the quality of personnel. The Provincial Tourism Bureau has formulated the "Training Program for the Tourism Industry in the Province to Welcome the Olympic Games", focusing on the basic knowledge of the Olympic Games, etiquette, foreign language application, customs and habits of different countries and nationalities, and health care knowledge. Strengthen the training of catering skills based on western food to ensure that overseas tourists can eat authentic and delicious meals. In the second half of 2007, the third provincial tour guide skill competition, the second future tour guide star competition, and the hotel service skill competition were held with the theme of "Welcome the Olympic Games, Show Your Style". Actively prepare for the 2008 Olympic Games.
Fourth, the deep thinking of Hebei Olympic tourism action
Chen Linxiang believes that the 2008 Beijing Olympic Games will bring unlimited business opportunities to China's economic development, especially the development of China's tourism industry. Domestic tourism should integrate tourism resources and develop tourism in China. Hosting the Olympic Games is a good opportunity to promote China's tourism reform at the conceptual and institutional levels, and Hebei should pay more attention to the potential promotion of tourism soft power.
Hebei Olympic tourism action should pay attention to the following three combinations:
(A) the Olympic Games and the optimization of tourism product structure.
The Olympic Games can provide a strong impetus for the development of tourism products in the host city. Hebei should seize the opportunity of the Olympic Games and effectively promote the optimization and upgrading of tourism product structure. Deeply excavate and utilize the historical resources of the city, develop the tourism of buildings, blocks and communities, show the charm of Hebei, enrich and activate the urban tourism products, and form a system of its own.
(B) the Olympic Games and the optimization of the tourism industry structure.
Developing tourism economy, extending industrial chain, expanding industrial scope and optimizing industrial structure are the central tasks of Olympic cities. From the industrial point of view, Hebei tourism
Ms Xiong, deputy director of Beijing Tourism Bureau, recently said in Beijing that Beijing, which will host the 2008 Olympic Games, is gradually becoming the focus of global attention, which undoubtedly brings great business opportunities for the development of Beijing's tourism industry. She said that from now until 2008, Beijing will vigorously strengthen the construction of tourism infrastructure, improve the level of tourism services, and provide a good tourism environment for Chinese and foreign tourists. Please listen to the detailed report of our reporter Chen Jie:
Beijing is the political, cultural and international exchange center of China. Its long history, culture and numerous places of interest make it have world-class unique tourism resources, attracting many tourists from home and abroad every year. According to statistics, in 2004, Beijing * * * received more than 3 million overseas tourists, about 654.38 billion domestic tourists, and the total tourism revenue reached more than 654.38+300 million yuan.
The 2008 Olympic Games will be held in Beijing, which makes the development of Beijing tourism face historic opportunities. Ms Xiong, deputy director of Beijing Tourism Bureau, said:
According to the forecast of Beijing Tourism Bureau, from 2005 to 2007, the number of inbound tourists in Beijing will increase by 7 to 8 percentage points every year, and the growth rate will reach 13% in 2008. Accordingly, in 2008, Beijing will welcome 4.4 million overseas tourists, and the number of Chinese mainland tourists will reach 654.38+0.5 billion. "
The official pointed out that in order to grasp the huge business opportunities brought by hosting the Olympic Games and create a good tourism environment for domestic and foreign tourists, Beijing is improving the problems existing in the development of tourism. She analyzed that although Beijing's tourism industry has made great progress compared with the past, there are still some shortcomings compared with developed tourist cities in the world. For example, there are not enough star-rated hotels, the environment of a considerable number of scenic spots needs to be further improved, and tourism information services are not smooth enough.
To this end, Ms. Xiong, deputy director of Beijing Tourism Bureau, pointed out that in the three years from now to 2008, Beijing will strengthen the construction of tourism infrastructure and strive to improve the level of tourism services. She said:
"(Beijing wants) to work hard on the construction of tourist hotels and scenic spots. In terms of tourist hotels (there are 630 star-rated hotels in Beijing), when bidding for the Olympic Games (Beijing) promised to build 800 star-rated hotels (by 2008). We must achieve this goal by (renovating existing hotels) and improving the star rating (and other measures). "
She said that in order to improve the environment of scenic spots, Beijing invested more than 50 million yuan in the first half of this year for road construction, environmental improvement and ecological protection of some key scenic spots. At the same time, Beijing has also renovated or built ticket outlets, tourist shops, restaurants and credit card machines in scenic spots.
In addition, Beijing is also vigorously improving the level of tourism services. It is understood that Beijing will build a tourism information center, which integrates tourism information, booking, reception, passenger transportation and other functions to provide tourists with all-round services such as accommodation, tourism, tour guide, shopping and entertainment. Beijing Tourism Bureau also plans to train a group of service personnel working in various tourism industries within three years, focusing on improving their service skills and oral foreign languages, so as to improve the overall service level of Beijing tourism professionals.
The Olympic Games is not only a sports event, but also a tourism event. According to the experience of previous Olympic Games, hosting the Olympic Games can bring a large number of international tourists and tourism foreign exchange income. BOCOG predicts that during the Beijing Olympic Games, the number of people coming to Beijing to watch the games will be about 6.4 million, of which overseas tourists will account for about 15% to 20%, and their spending on food, housing, transportation and shopping will be very considerable during their stay in Beijing.
Faced with the tempting "Olympic cake", the tourism industry is eager to try. However, some worrying things have gradually emerged. For example, domestic travel agencies cannot participate in the sales and agency of Olympic tickets, which makes it difficult for travel agencies to design tourism products for the Olympic Games. During the Olympic Games, the prices of hotels, vehicles, tour guides, restaurants and other places will rise sharply, causing some traditional overseas tourists to deliberately avoid 2008. Some tourism enterprises with these tourists as their main target market will not benefit from the Olympic Games, but may suffer losses, and so on.
How can tourism avoid these restrictions in the process of sharing the "Olympic cake"? How many "Olympic cakes" can tourism get? At the 4th Beijing Dialogue on Tourism Development in China held in Beijing a few days ago, representatives from government departments, tourism universities, tourism research departments and well-known tourism enterprises discussed these topics.
The Olympic Games will promote the development of tourism in China.
Xiong, deputy director of Beijing Tourism Bureau, believes that hosting the Olympic Games is a very good development opportunity for tourism in China and Beijing. First of all, it is very beneficial to enhance the tourism image of China and Beijing, because during the seven years of preparation for the Olympic Games, many media focused on Beijing and reported the preparation process.
According to statistics, tens of thousands of Chinese and foreign journalists will come to Beijing during the Olympic Games to cover Beijing and the Olympic Games in all directions. More than 4 billion viewers and media audiences will know about Beijing and the Olympic Games. Beijing has become the focus of the world's attention, and the tourism brand images of Beijing and China will be promoted rapidly.
Enhancing the image of the city will undoubtedly promote the development of tourism before and after the Olympic Games. Beijing welcomed 4 million inbound tourists this year, and it is expected to receive 4.2 million overseas tourists throughout the year. It took only five years to go from 3 million to 4 million. It should be said that the influence of the Olympic Games is indispensable.
Xiong said, secondly, the development of tourism can also make great progress in urban infrastructure construction, which in turn provides good conditions for tourism services. Third, the preparations for the Olympic Games have greatly improved the civilized quality of Beijing citizens and the hospitality of the city, which will promote the development of Beijing's tourism. Fourthly, the quality of Beijing's tourism industry, including hotels, travel agencies and tourist attractions, is constantly improving its reception level and personnel quality. Fifth, the hosting of the Olympic Games has added a lot of tourism resources to Beijing, and many sports venues such as the Bird's Nest and the Water Cube will become new tourist hotspots.
She stressed that the huge investment brought by hosting the Olympic Games will improve Beijing's tourism infrastructure construction, improve the quality of tourism environment, and significantly improve the quality of tourism services, thus driving the overall promotion of tourism.
Many factors restrict the tourism industry to share the "Olympic cake"
"Olympic cake" is delicious, but not easy to eat. Mo Yueming, president of China Travel Agency, said that sharing the "Olympic cake" faces many constraints.
Mo Yueming believes that, first of all, in the whole Olympic development strategy, tourism lacks a detailed and systematic development strategy. Insufficient investment in tourism strategy has not formed a very clear and systematic tourism strategy. In terms of market promotion, tourism has not received due attention and investment in strength, breadth and depth.
Secondly, tourism has not been promoted to an important position in the whole Olympic strategy. For example, it is hard to get a ticket from a travel agency. Tickets for the Olympic Games, especially tickets for the opening and closing ceremonies, cannot be obtained by domestic travel agencies from specific channels, so they can only be purchased with ID cards like ordinary people. This restricts the design, development and promotion of tourism products to a great extent, and restricts travel agencies from making full use of the opportunity of the Olympic Games to vigorously develop tourism in Beijing and even the whole country.
Third, during the Olympic Games, tourism has greatly increased in consumption cost. As the head of another major travel agency in China, Chen Rong, vice president of China International Travel Service Group, said that the negative impact of the Olympic Games on tourism mainly refers to those traditional travel agencies that mainly focus on reception. Because travel agencies do not have the right to use Olympic tickets, it is difficult to design Olympic products and develop products related to Olympic projects.
He said that price is also a constraint. Current hotels, car rentals, air tickets, etc. Both are on the rise, which directly leads to a decrease of 50% to 70% in the number of group tours in 2008 compared with the forecast in 2007. In addition, some large-scale activities during the Olympic Games may be restricted. In this way, as an important business of travel agencies, business exhibition tourism may be adversely affected during the Olympic Games.
How to make the "Olympic cake" bigger is the key
As a layman, Zhu Baicheng, deputy director of the Development and Reform Commission of Chaoyang District, Beijing, told a thought-provoking phenomenon: 1990 After the Beijing Asian Games, the "Asian Games Tour" in the Asian Games Village once became a new brand of Beijing tourism after the Great Wall and the Forbidden City. However, after five years of blowout development, the ticket revenue of "Asian Games Tour" dropped to zero with 1995. Will there be a similar phenomenon after the 2008 Olympic Games?
In Zhu Baicheng's view, Olympic tourism has "three noes": first, it is not limited to the 2008 Olympic Games; Second, it is not only a small area of the functional area where the Olympic stadium is located; Third, it is not just product tourism.
He believes that Olympic tourism should achieve three functions: first, the display function, fully display the excellent culture of the Chinese nation and all ethnic groups in the world; Second, the function of communication should become the stage of international communication; The third is the role of experience, so that everyone can really experience and enjoy it.
Zhao Peng, dean of the School of Tourism of Beijing Union University, believes that the distribution of "Olympic cake" should be viewed from the perspectives of long-term benefits, comprehensive benefits and potential benefits. During the whole preparation for the Olympic Games, our tourism industry itself is also adjusting. The huge resources of the Olympic Games and the new resources generated during the Olympic Games will generate new tourism concepts and increase the development of new products. So the gains are definitely greater than the short-term losses.
"The proportion of tourism in the' Olympic cake' should be viewed from a dynamic rather than a static perspective." Mo Yueming, president of China Travel Agency, said, "I am more concerned about the development of tourism in the post-Olympic era."
He explained that, first of all, during the Olympic Games, overseas tourists and media gathered in Beijing to experience the changes in Beijing, which will give them a brand-new and comprehensive understanding of China, especially Beijing, which will enhance the desire and confidence of overseas tourists to travel to Beijing; Secondly, Beijing has built many stadiums and supporting facilities by hosting the Olympic Games, and the tourism infrastructure has undergone fundamental changes, which will promote the development of tourism; Thirdly, after the Olympic Games, the tourist attraction of consumption cost will increase rapidly, which will make the tourism industry develop rapidly after the Olympic Games.