It's getting harder and harder for tourists, and it's getting harder and harder for the tourism industry to make money. The marketing work of tourist attractions is gradually losing its clue, and all the links up and down in the scenic spots seem to be very difficult and confused. What are the reasons for these problems?

conclusion 1: the existing problems in tourist attractions are the bottleneck of industry development and the result of various comprehensive factors.

The causes of this situation are very complicated, including policy factors, market factors, personnel structure, quality and ability, etc. This situation is not entirely caused by tourists, but also a kind of competition in industry development, a manifestation of cross-border integration of various resources, and a contradiction that cannot be solved at present. We can only rely on tourists to constantly explore in their work and gradually explore effective solutions.

conclusion 2: it seems that the current problems in tourist attractions are not the fault of tourists.

The problems encountered by scenic spots are not at the level of policy significance. The policies issued by the state and the interpretation by experts are only directional problems. At present, it is impossible to give an accurate judgment on the future, and now many scenic spots gradually realize that it is unsustainable to rely on policy subsidies, so the weight of this piece is gradually weakening;

The current problem of tourist attractions is not the boss class, although the boss is the direct decision-maker of the scenic spots and is responsible for the future of the scenic spots. What's more, it's not the staff working at the grass-roots level in scenic spots, because they all do their best in their own posts. They study their own scenic spots and surrounding markets, and work harder than anyone else.

in the final analysis, I think all the problems are actually concentrated on several core contradictions of different classes!

The core contradictions encountered by the scenic spot

The problems of the industry are a little far away, but the core contradictions that exist in the scenic spot are also the bottlenecks of the whole industry, but they are problems that need to be solved at present. If not solved, it will affect the development and even survival of the scenic spot;

1. There is a serious disconnect from the boss level to the executive level, and there is a contradiction between the boss's requirements and the employees' executive ability;

At present, most bosses who are engaged in investment and operation in scenic spots have achieved success by completing primitive accumulation from other industries. They are battle-hardened and experienced, and they also have strong resource mobilization ability. The boss's advanced thinking and strong resource control ability have formed a sharp contrast between the following conclusions and the following requirements and the limitations of the following executive thinking and limited resource mobilization ability. The boss is anxious to death, and the following people are at a loss and can't understand them. When they are implemented, they will be implemented.

Many scenic spots have been established for a short time, and talents from all walks of life have gathered in, so there is no time and space for training and growth. Therefore, it is not everyone's inability, but everyone's experience that suddenly makes it impossible to find a foothold in the tourism industry!

2. The contradiction between the strong knowledge demand of tourists at all levels and the current in-depth study of peer information, business analysis and activity planning, and the lack of reference cases:

At present, all successful cases in the industry are superficial information, without in-depth analysis, and most of them are benchmarks pushed by pushers, which seems to be bustling. However, they can only be used as talking materials for scenic spots, not as learning templates for copying. In particular, the state and situation of each scenic spot are different. Even if you want to copy others, it is difficult to find a suitable template, and there is no certain successful model that you can learn from. After all, everyone is crossing the river by feeling the stones, and they are all tourists who have no money, no direction and no guarantee, and only rely on their feelings to explore hard in the state of supporting tomorrow!

3. The competition industry in scenic spots is chaotic and irregular, and the attempt of various new activities and new modes conflicts with the traditional thinking mode of tourism market operation:

At present, there are various types, modes and backgrounds in scenic spots, so the understanding is very different, which leads to the development and operation mode of scenic spots are very different, especially in recent years, a large number of cross-border tourism enterprises and new scenic spots have stirred up tourism in one pot. You always have to let these new forces scenic spots try, so all kinds of chaos coexist, all kinds of competition modes abound, and the contradiction between them and the inherent tourism operation mode is inevitable, and these methods jump out of the traditional tourism marketing theory, so tourists are confused about which is right and which is wrong.

Tourists are changing the status quo of scenic spots

Tourists in scenic spots are not simple and easy. There are many experts, good projects and wonderful market operation ideas. They are not as backward as everyone thinks, or they don't try their best and don't know enough about the industry.

Why do you say this? Before the inspection, I didn't believe many things, even if they were told to me. However, real cases have changed my understanding of the scenic spot again and again. What these books don't have, experts and scholars can't see or understand is the cornerstone of the survival and the core competitiveness of the scenic spot.

Maybe you don't believe it. I saw the glass bridge built nearly three years ago. At that time, there was no such concept in tourist attractions. Even more, I have seen many emerging second-generation projects, such as glass water sliding, glass hollow bridge, cliff swing, Feilada, etc. Perhaps some of these projects will become the standard of future landscape scenic spots;

I heard about the operation mode of scenic spots that cut off the market cakes at low cost without relying on travel agencies, outdoor channels, individual customers and the sword. I am amazed at their creativity and rich market operation skills!

what are people thinking in the scenic spot?

a lot of information is pouring in. In fact, these real ideas and practices from the scenic spots are things that no book or any institution has. These are the essence and the real status quo of the scenic spots in the tourism industry!

Many managers of scenic spots say:

1. If the state is willing to give subsidies, we will take them, but we can fight for them. We will let nature take its course and rely entirely on the state to give money, and the scenic spots will not survive; Study and think about policy matters, and be sure to have a correct attitude.

2. How to build the scenic spot? The design scheme given by the Planning and Design Institute has basically never been used since the day when it was designed. Many of us are from architecture. We combine the terrain, according to our positioning and development direction of the scenic spot, and then use our own construction team to build and plan, which is more reliable;

3. Although we feel that the role of travel agencies is getting weaker and weaker, we don't want to rely on travel agencies, but at present, travel agencies are still an indispensable part of scenic cooperation;

4. We have been thinking about the transformation, especially the secondary consumption of scenic spots. go on road trip is a trend, and the weakening of scenic spot tickets in general resources is also a trend. The trend cannot be stopped. How to survive is more urgent than anyone else. Moreover, we have been exploring and studying countermeasures, and secondary consumption projects must be a key consideration.

Many scenic spots staff say:

1. The boss's thinking is very advanced, the boss is also very worried, and we work hard. However, the strength of resource control is different, so many bosses' thinking and decisions can't be carried out, especially some advanced things. It is also a mistake to be too advanced, and it is impossible to correct or give the boss appropriate suggestions to change. Therefore, whenever there is a key node, the boss

2. We look forward to a good business in the scenic spot every day, but we just have no idea what everyone is doing and what we should do, especially in the off-season.

3. At present, there are no existing successful cases and teaching materials in the industry. There is no standard for everyone to work, and they don't know whether they are right or wrong. Especially, the situation in each scenic spot is different. There are many wonderful activity planning and market operation methods, the core and content of which are invisible and impossible to learn. It is simply too painful;

4. The market competition is too fierce, and the scenic spots are changing too fast, which makes everyone confused!

5. Relying on travel agencies alone is too limited, and relying on news media to publicize is even less guaranteed. The market has no grasp. Although I am working hard, I really have no idea.

6. In the final analysis, the future competition must still be products and services, but where are the good projects? These projects cost money, and the investment in a project is in the tens of millions. Most of the scenic spots can't make ends meet. It is difficult to bear the risk of spending money to test the success or failure of these projects. Therefore, there are many good projects and ideas that I dare not bring up with my boss.

how to solve the dilemma of scenic spots?

Every class has different thinking, and everyone has different understanding of the tourism industry. Therefore, complicated thinking and chaotic market have caused various difficulties and blindness in the current tourism industry. At present, this kind of problem requires tourists to calm down, Qi Xin to work together, and * * * to explore * * * together. The following are my suggestions:

1. The boss personally leads the team and leads the employees in key positions. Don't just look at how good people's resources are and how distinctive they are built. The key is to understand the operation mode and market operation method of the scenic spot, and discuss and summarize them. Through learning and communication at all levels from top to bottom, we may find the existing problems and solutions in the scenic spot.

2. With the help of external resources, take the scenic spot as a platform, and at every key point, find colleagues who are relatively experienced in this field, and everyone will integrate their intelligence to provide intellectual guarantee for the decision-making and implementation of the scenic spot. For example, professionals from the landscape architecture department can be found in construction, and frontline personnel who have been in the industry for many years can be found in marketing; Remember one thing, subdividing each position and finding different people for different positions, each company or everyone has their own expertise and shortcomings, which is the best way to avoid risks and solve problems.

3. Be good at learning, be brave in exploring, and can't wait, rely on and want; Every scenic spot is different. Every scenic spot should organize employees to settle down, analyze the problems one by one, find out the difficulties and pain points of the problems, and then study with the problems and explore solutions. The things explored must be suitable for their own scenic spots. Since there is no right or wrong standard at present, what suits them is the best, even if they are wrong, it is also a rare experience wealth of scenic spots.

the word most frequently mentioned by tourists is "feelings". Seriously, people who have no feelings can't travel well. The future of China tourism is also supported by a large number of tourists with feelings. We praise the tourists and the feelings.