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Talk about the development direction of tourism from the perspective of the market
Direction of development

(a) adhere to the strategic direction of the government-led

Tourism is a high degree of relevance, driven by a strong industry, with a wide range of industrial sectors of the national economy with a wide range of direct or indirect links between. Harbin tourism development is still in the primary stage, the tourism industry management is not sound, big tourism, big market, big industry development ideas are not yet clear. Tourism to become the city's new economic growth point, become an important pillar industry of the city's national economy, in a considerable period of time, the need to adhere to the strategic direction of government-led.

1, the establishment of a complete tourism management system, optimize the administrative behavior

(1) the establishment of the Tourism Development Management Committee

Can learn from the experience of Shanghai, Changchun and other cities, the establishment of the Harbin Tourism Development Management Committee, giving it higher management of the city's tourism industry functions. Its purpose is to strengthen the macro leadership of the city's tourism industry, and gradually form a government-led, social participation in the tourism development pattern. Tourism Development Committee director by the mayor of Harbin City, deputy director of the deputy mayor in charge of tourism as, under the permanent and temporary deliberations and other institutions. Tourism Development Management Committee to implement the unified leadership of the tourism industry, the city's tourist attractions (points), accommodation, food and beverage, shopping, the implementation of unified management; the city's large-scale festivals, large-scale conventions and exhibitions and the implementation of unified coordination of tourism traffic; responsible for the city's tourism industry development planning and related administrative regulations, policy making and macro-control of the tourism market; participation in the approval of tourism projects; leading the overall promotion of tourism, release of tourism information and so on.

(2) rule by law, improve tourism policies and regulations and law enforcement team

One of the strict implementation of the "Regulations on the Administration of Travel Agencies", "Regulations on the Administration of Tourist Guides", "Administrative Measures for Tourism Development Planning", "Measures for the Administration of Outbound Tourism", "Interim Measures for the Safe Management of Rafting Tourism", "Classification and Evaluation of Quality Levels of Tourist Areas (Points)", "Classification and Evaluation of Star Ratings of Tourist-related Foreign Hotels". The regulations and standards on tourism management promulgated by the state, such as the Classification and Evaluation of Tourism Areas (Points) Quality Levels, and the Classification and Evaluation of Tourism-related Foreign Hotels.

The second, from the tourism market management (focusing on travel agencies, tour guide management), tourism resources development and protection, tourism attractions (points) management, tourism safety management, four aspects of the revision and improvement of the "Harbin City, Tourism Management Regulations", the basic establishment of the basis of a more complete system of tourism laws and regulations. At the same time to focus on the forward-looking legislation, continuity and operability.

Third, the establishment of a strong tourism law enforcement team. Tourism development, tourist attractions (points) and tourism business units to strengthen the quality of tourism service supervision, increase law enforcement and inspection efforts, the establishment of Harbin and the main counties (cities) tourism quality supervision and management system, purify the environment for the development of tourism, to protect the legitimate rights and interests of tourists and tourism operators.

(3) pay attention to e-government and information networking. Improve the Harbin government website, "Golden Tourism Project" construction, increase the supply of information platform, information collection and publication, industry uniform practice and other public **** products.

2, adjust the tourism industry policy, to provide an environment in line with the requirements of the market economy

(1) Governments at all levels should include tourism in the national economy and social development plan, increase investment, the establishment of tourism development of special funds, and an annual increase.

(2) Under the unified leadership of the government, the departments of planning, construction, land, environmental protection, agriculture, forestry and water conservancy shall incorporate tourism into the unified planning of urban and rural construction, land use and historical and cultural relics preservation, development and utilization, and the tourism administrative departments at all levels shall participate in the research and formulation of all the above planning.

(3) to play the role of the market mechanism, priority arrangements for qualified tourism enterprises to issue bonds, stocks and other forms of social capital, the implementation of the "who invests, who owns, who benefits" principle, to encourage foreign capital, social capital investment in the tourism industry. Encourage the formation of large-scale tourism enterprise groups in accordance with the laws of the market, the formation of Sino-foreign joint ventures, wholly-owned travel agencies.

(4) the relevant government departments should be in accordance with the provisions of the State Council documents and the principle of "national treatment", hotels, restaurants and general commercial and industrial enterprises to implement the same supply of water, electricity, gas and other supply prices.

(5) Transportation, traffic police departments to simplify the tourist operating licenses, tourist vehicle travel procedures.

(6) the news media should give full play to public opinion supervision and guidance, objectively and impartially reflect the problems of the tourism industry, to protect the interests of tourism enterprises and tourists on both sides, and more publicity for the development of the tourism industry, the positive typical, to maintain a good image of the city's tourism.

3, do a good job of county-level "China's excellent tourist city" and Harbin "China's best tourist city" to create. A city has entered the ranks of China's excellent tourist cities in 2001. In the next 5-10 years, about one-third of the city's counties (cities) to enter the ranks of China's excellent tourist cities; Harbin has entered the first batch of China's excellent tourist cities in 1999. According to the "China's Best Tourist Cities Evaluation Criteria" (draft) jointly developed by the National Tourism Administration and the World Tourism Organization. According to this standard, in the next few years, Harbin city should mobilize the city's efforts, focusing on urban construction, tourism education for all, tourism boutique, urban environmental protection, transportation and communication, tourism services and urban tourism management, at the same time, the construction of ecological garden city, the world's famous city of ice and snow tourism combined to become China's best historical and cultural tourism city, and finally developed into a world famous tourism city.

(2) adhere to the ice and snow boutique as the leader, diversified products to follow up the direction of resource development

To give full play to the advantages of natural, humanities and social tourism resources, in order to optimize the snow and ice tourism boutique-based tourism, in the development of summer tourism, ecotourism and border tourism based on the development of a variety of aspects of the development of the Jinyuan culture, the Black Earth culture, the ruins of the Second World War, the industrial culture and other ancillary tourism products, and to cultivate the city's tourism Diversity, the formation of sightseeing, leisure, vacation tourism combined with the pattern of diversified tourism products.

1, give full play to the advantages of snow and ice tourism, develop its depth and breadth, the snow and ice brand bigger, better, stronger.

(1) continue to build the ice and snow world boutique project. Insist on innovative ideas, innovative forms, market-oriented operation, to achieve a clear theme, novel ideas, clever design, high-tech, artistic, ornamental, participatory in one, to become a "year after year, similar ice, year after year, different scenic ideas," the ever-present brand-name attractions.

(2) carry out snow and ice sports programs. On the one hand, to actively bid for the 2014 Winter Olympics, the construction of ice and snow tourism city as the goal, based on Yabuli, Erlongshan Ski Tourism Resort, the construction of Harbin city as the core, the establishment of a more complete snow and ice tourism system, including the international ice and snow art, ice and snow competitions, ice and snow training, ice and snow industry, ice and snow education and ice and snow research. On the other hand, mass snow and ice activities should be widely carried out. Combine traditional ice and snow entertainment and leisure projects such as ice sledding, ice spindle, ice fishing, winter swimming, etc. with modern ice and snow entertainment and leisure projects such as ice slide, ice climbing, snow go-karting, snow mountain ropeways, snowmobiles, ice sailing, snow soccer, etc., and call for extensive participation of the social masses.

2, development and integration of urban tourism resources, rich tourism product programs

(1) integration of old projects. After large-scale renovation to create a "green island" of the overall image, built a comprehensive urban green leisure and entertainment areas, so that it really become renowned at home and abroad as a scenic spot; the use of the Songhua River flows through the city formed by the urban riverside belt, increase the sculpture and other humanistic landscapes, improve the cultural taste, rich in excursions and leisure functions, will be transformed into the city's most beautiful! The open landscape belt; continue the Central Avenue and auxiliary street renovation, Sofia Church around the transformation of the area; improve the Northeast Tiger Park Park and the surrounding ecological environment; the development and utilization of the Northeast Martyrs Memorial Hall, Yiyuan Street No. 1, the site of 731 and other places of remembrance; give full play to the Forest Botanical Gardens of the summer recreation and vacation functions; make full use of the existing theater, improve the song and dance performances place, enrich the night life, shape the "The Northeast Asian night city" image.

(2) development and utilization of new projects. First, the use of just completed the transformation of Nangang District, Gogol Street, Power District, three major power road, the development of traditional neighborhoods in Daowai District, Xiangfang Goryeo a street, the Development Zone, such as the Convention and Exhibition Sports Center District and other urban new scene. Second, the history and culture of Harbin, ice culture, folk culture, industrial culture as the theme, waiting for the opportunity to build a Harbin Museum in the western part of the Sun Island on the verge of the Ice World scenic area; to the Manchus, Koreans, Herzhe, Oroqen, Ewenke, Daur, Siberian, Kyrgyz and Mongolian ethnic minorities and other ethnic minority customs as the content of a large-scale folk culture theme parks; the construction of international standard Golf course and so on. Third, the use of old industrial base advantages, Harbin Aircraft Manufacturing Company, Harbin three major power, Harbin three power plants, Harbin Pharmaceutical Group, breweries, linen factories, Qiu Lin Company, such as the front store, and then the factory, and so on to open up modern industrial sightseeing spots; the use of northeastern characteristics of the advantages of agriculture, will be the North Modern Urban Agriculture Demonstration Park (Harbin Agricultural Science Research Institute), Daoli District, the farmers of the floral sightseeing belt, the Harbin Provincial Horticulture Institute Modern agricultural sightseeing points, power district comprehensive pasture, etc. opened up for modern agricultural sightseeing points, and further expansion to the countryside, so that visitors "eat farm food, live in a farm house, do farm work, enjoy the farm"; the use of scientific research institutes in Harbin, universities and colleges advantages, Harbin Institute of Technology, Engineering Mechanics Research Institute, High-tech Industrial Development Zone, Harbin Harbin Institute of Technology, Engineering Mechanics Research Institute, High-tech Industrial Development Zone, Harbin Medical University, etc. opened up for cultural, educational and scientific tourism points. Fourth, by organizing the Winter Olympics and other large-scale sports events, ice and snow festival, Harbin Fair and other large-scale exhibitions to develop exhibition tourism, driving the city's tourism, economic and social improvement.

3, make full use of Harbin 43% of the forest coverage, 6 nature reserves, 18 national and provincial forest parks, 27 scenic rivers and waterscapes, a variety of terrestrial and aquatic flora and fauna and other resources, the development of rafting, mountaineering, forest adventure, wetland sightseeing, fishing, etc., to build an ecological garden city as a natural backing, the historical and cultural city for the cultural connotation of the city's summer resort. Leisure resort.

4, give full play to Harbin Northeast Asia and the province's role as a central city, the use of the Russian border crossing tourism channel, seize the opportunity to vigorously develop border tourism.

5, continue to develop the depth of the Jinyuan culture and the culture of the Beijing flag; excavation of black earth, black earth people, black earth culture; protection and moderate development of Jewish cemeteries and Jewish Church as the content of the Jewish culture.

(C) adhere to the direction of improving tourism elements, sound service system

1, the construction of convenient, fast, comfortable, safe tourism land, water and air three-dimensional transportation network

(1) with the changes in the source market to open up new air routes, increase new flights, improve the function of the existing airports, increase the function of tourism consulting services, improve the environment of the joint inspection of airports and the establishment of a clear guidance system, and prioritize the supply of tickets to travel agencies before the monopoly of the civil aviation sector is broken.

(2) in response to tourism demand to adjust and increase the number of tourist trains and routes, adjust the arrival and departure time of some trains, upgrade the grade of vehicle facilities and equipment and the level of railroad passenger service, the construction of high-speed railroads on a standby basis, the opening of the "Orient Express" tourism line, the railroad sector monopoly before the breakthrough to ensure that the travel agency's priority ticket supply. Ticket supply.

(3) Accelerate the construction of roads leading to scenic spots and roads in scenic spots, improve the number of tourist vehicles and their service level, open green tourist bus lines in urban areas, increase the number of tourist buses, improve the level of service of tourist buses, set up one-day tour stops at airports and railway stations, set up an efficient guidance system, and provide tourists with information on transportation and tourist attractions.

(4) combined with the Daitouzishan water conservancy project, the development of urban areas of the Songhua River section, Majiagou and other summer day and night water tourism projects; open up Harbin to Bayan, Mulan, Tonghe, Fangzheng, Yilan, the water cruise tour line.

2, the travel agency industry into scientific management, market-oriented operation, sustainable development of the benign track.

(1) In accordance with international practice, to promote the large travel agency group and brand building, become a wholesaler; medium-sized travel agencies specialization, development and operation of special characteristics of the brand of tourism products; small travel agencies to become large and medium-sized travel agencies or agents of the store department, to speed up the adjustment of the division of labor in the travel agency industry.

(2) Travel agencies should study the demand of the source market, develop and promote diversified and personalized tourism products for different regions, seasons and groups of tourists, and improve the competitiveness of the international and domestic markets.

(3) To carry out cooperation among travel agencies in the same industry, including cooperation with foreign travel agencies, and to gradually realize the application of information technology in the market development and operation and management of travel agencies.

3. Tourist hotel industry. The establishment of the source market demand-oriented, adhere to innovation, optimize the structure of the type of tourist hotels, the layout of the structure and ownership structure, the formation of the combination of high school and low-grade, functional, rational layout, management, first-class service, tourism accommodation reception system.

4, tourism catering industry. Fully excavate the connotation of the Dragon River cuisine, continuous innovation, the formation of characteristics; carry forward the traditional food production process, the development of the northeast flavor, western style flavor, ethnic flavor of Harbin specialties series; strengthen management and promotion. The formation of hotel catering, social catering characteristics of catering combined with the integration of food, entertainment, leisure in one of the tourism catering service system, Harbin into the hometown of Northeast cuisine.

5, tourism shopping industry. Development of local specialties series; minority dress crafts series; attractions souvenirs series; tourism equipment and daily necessities series; green health care products series and other five commodities series; construction of tourism commodities production, supply and marketing system; the establishment of tourism commodities sales network; the establishment of tourism commodities market

6, to improve the Eurasian culture, folk culture, ice and snow culture, music culture, as the main content of the tourism culture entertainment Development level, improve the grade, Harbin into a tourist and cultural paradise in Northeast Asia.

For example, the construction of the Northeast National Culture Park, tourism catering theater, the construction of the four seasons of the theme of culture and entertainment parks.

(4) adhere to the main and secondary, both inside and outside the tourism source market development and publicity and marketing direction.

Tourism marketing activities is a systematic combination, including products, prices, sales channels and promotional methods and many other factors, starting from the strengthening of tourism information transfer, to unblock the information transfer channels as a means to achieve communication with tourism consumers. Through a variety of media will be tourist places, tourism enterprises and tourism products related to the dissemination of information to potential tourism consumers, so that they understand the information, generate trust, induced by tourism motivation, the purchase of tourism products, to achieve the purpose of expanding sales.

1, the strategic direction: due to the world of Europe, North America, East Asia, Japan, Asia, the "Four Little Dragons", economically developed, affluent, so the city's inbound sources of tourists still need to grasp Japan, Russia, South Korea, and other sources of the market on the basis of vigorously develop Hong Kong, Macao, Taiwan, Southeast Asia and Europe and the United States market; the domestic economically developed areas are concentrated in the eastern coastal areas, the domestic economy is developed. Areas concentrated in the eastern seaboard, the domestic source market in the three northeastern provinces near the market on the basis of expanding North China, East China, South China market.

2, shaping the image of Harbin tourism is the city's tourism promotion center. Harbin to highlight the city's cultural heritage, good ecological environment, the public higher quality and very characteristic climate features. The formation of the city's consistent image, up and down the promotion of the atmosphere.

3, the direction of marketing ideas: tourism promotion into the city's overall image of publicity and publicity with the combination of various departments; tourism image of the tourism authorities and various types of tourism enterprises to achieve a reasonable division of labor, the formation of a hierarchy of multi-channel publicity and promotional mechanisms; play the role of tourism regional consortia, to achieve the **** enjoyment of resources, complementary products, sources of mutual flow, the formation of regional tourism Publicity and interaction; regular publicity and key festivals and promotions combined with both continuity and sensationalism; comprehensive promotions combined with key city promotions.

4, publicity and promotion channels include:

(1) Domestic promotion is our main battlefield in a fairly long period of time.

One, mass media promotion. The use of television stations at all levels, the different coverage of radio, the launch of the corresponding publicity ads, inviting television stations at all levels to produce and broadcast tourism Harbin tourism scenery film, feature films; make full use of the broader coverage of the central and the main source of the output of a wide range of local audience of the main newspapers, professional newspapers, magazines, targeted to open "Harbin Tourism Special Edition "; Harbin TV opened in due course of the tourism channel; in the local newspaper launched in due course of the tourism section; in the relatively concentrated flow of public **** place to set up promotional billboards; to carry out mass "I love home" photography contest, from the tourism point of view to capture people's minds in the lens of Harbin through the The film and television works to publicize the city's tourism.

The second, digital network publicity and promotion. The production of a rich variety of high-quality tourism audio and video products; play Harbin tourism website; in the main public **** place to set up electronic touch screen.

Third, "to create momentum" of the festival promotion. Make full use of China - Harbin International Ice Festival, Heilongjiang Ski Festival, Harbin Economic and Trade Fair, Harbin Summer Concert, Harbin International Beer Festival, Harbin Food and Culture Week and part of the county (city) local tourism festivals, create momentum, win-win situation, win-win situation; at the same time the establishment of the Golden Autumn Harbin Forest Tourism Week, Harbin Clothing Week, Harbin Ice and Snow Tourism Week, increase the number of festivals and activities.

The fourth, service promotion. Through excellent service and after-sales service to win the reputation, attract repeat customers, but also can reduce the cost of promotion, "the best service is the best publicity".

Other promotions. "Snow White" promotional group every year regular promotional activities; open up a fixed place, the city's major travel agencies, the establishment of travel supermarkets; to participate in the domestic and regional tourism exhibitions; to hire famous athletes such as Yang Yang, Kong Linghui as the image of Harbin tourism ambassadors and so on.

(2) grasp the opportunity of WTO accession, expanding openness, and actively promote international promotions. The use of the current economic globalization and accession to the WTO after the increase in international exchanges, adhere to the policy of going out, please come in, targeted participation in international tourism exhibitions, expositions, the overall display of the image of Harbin Tourism; through the organization of study tours or business activities, carry out the image and product promotion; the use of the new North America in October 2002, the development of North American source market. Invite the main source countries, regional enterprises, social figures to visit Harbin to strengthen business cooperation or strive to organize large-scale international trade fairs and expositions in Harbin.

(E) adhere to the direction of human resources development, training quantity and quality of reserve personnel

According to the relevant departments predicted that the 2001-2020 period, will be Harbin to receive the total number of domestic and foreign tourists to grow significantly in the stage of the requirements of tourism practitioners in the quality of the increase in the number. It is predicted that by the year 2000 travel agency employees will rise from the current 1,000 people, to nearly 10,000 people in 2020; tourist hotel employees will rise from the current 15,000 people, to nearly 90,000 people in 2020. In order to adapt to the WTO and market requirements, to ensure the healthy and orderly development of the tourism industry in Harbin, need to be equipped as soon as possible to adapt to the rapid development of the tourism industry, high quality, dynamic team of tourism professionals.

1, adhere to the four principles of human resources development in tourism: industry, enterprises, schools and social training; institutional training and on-the-job training; domestic and foreign introduction and local training; training and employment personnel management system.

2, the establishment of a sound education and training system. Focusing on the construction and education of tourism colleges and universities, tourism management departments at all levels to establish tourism education and training institutions, large tourism groups to set up training departments within the enterprise is responsible for on-the-job training in the unit, the tourism industry associations to cooperate with the industry-wide education and training, to form a complete system of vocational training in tourism.

3, entrepreneurs, professional managers (the cultivation and use of mobility, employment mechanism,) professional and technical personnel (especially tour guides), incentives,

3, focusing on talent talent information base talent market development and information technology construction, and gradually to the direction of marketization and socialization.

(F) adhere to the direction of looking to the future, focusing on the role of tourism industry associations

Tourism industry associations to communicate between tourism enterprises and the government's role, the role of the government's assistants, the role of friends of the enterprise is irreplaceable. After the accession to the WTO, the role of the association will be more prominent as the reform of governmental institutions continues to deepen.

1, the government administration according to the management effectiveness and maturity of the tourism market, gradually transfer some management, service functions to the industry associations to undertake. For example, the management of enterprise standards, the development of rules and regulations, human resources training, access to industry personnel, the industry and practitioners credibility control, statistics, quality supervision (management of the quality guarantee), receiving complaints, and social hotels, restaurants, shopping points management, etc..

2. Formation of the association's organizational network. In terms of business, direct coordination and cooperation among members and related industries, etc.

3, give preferential policies to solve the problem of funding sources. Such as tax breaks, government provision, etc.

4. Participate in international market competition after WTO accession and play a leading role in protecting the legitimate rights and interests of enterprises.

(VII) adhere to the direction of sustainable development

1, Harbin City, the development of the tourism industry is still in the early stages of investment in manpower, resource consumption, economic benefits, social benefits and environmental benefits are poor. If continue to expand the number to improve earnings, will go into a vicious circle. The fundamental way out is to update the concept of innovation mode, tourism development and protection of resources, protection of the environment combined, take the road of sustainable development.

2, a good urban environment can attract a large number of people, logistics, greatly promote urban development. To optimize the functional layout of the city as the core, in urban construction, education for all, tourism boutique, urban environmental protection, transportation and communication, public **** services, urban management and social security, etc., put great efforts, a big leap. Such as increasing the construction of urban landscape, improve the design level of major new buildings in the city, dealing with the buildings and the environment, the city's history of coordination; around the ice city, ecological garden city construction, comprehensively promote the greening of Harbin, landscaping, brightening and purification, to achieve "the city in the forest, the road in the green, the room in the garden, the people in the scene! "goal, enhance the city's image.