1. The operation of the resort will be collectivized and internationalized.
2 1 century With the development of the internationalization of the world economy, all countries are constantly reducing and eliminating all kinds of tangible and intangible economic barriers. As far as tourism is concerned, in order to promote the development of tourism, more and more countries will allow and encourage international holiday groups and companies to set up tourist resorts in their own countries in various forms, such as joint ventures and sole proprietorships, to engage in the business activities of tourist resorts. Therefore, the operation of tourism will move towards collectivization and internationalization, and the competition in the tourism and holiday industry will be further intensified. In order to cope with the increasingly fierce competition, enterprises in tourist resorts will take the road of collectivization and internationalization through combination, merger or annexation, so as to enhance their strength, reduce costs and promote sales.
2. Resort marketing network.
The application of electronic information technology will eventually lead to a revolution in tourism and have a great impact on the business model of resort tourism. With the development of electronic information technology, resort tourism will develop in the direction of networking from customer reservation to daily service and management. Electronic information technology, including the Internet, will play an increasingly important role in the commercial activities of resort tourism. The number of Internet users in the world is growing exponentially. According to a survey by the American Tourist Association, the number of people who use the Internet to arrange their travel itinerary has increased from 1 1.7 million in 1997 to 33.8 million in 1998, an increase of 1.89%. It is also reported that at present, more than 240 countries and regions are connected through the Internet, more than the countries that have joined the United Nations. As far as China is concerned, as of June 30th, 1998, the number of Internet users has reached1175,000. 1998, it is predicted that by the year 2000, the number of Internet users will reach 4 million. In fact, by the end of 1999, the number of Internet users in China had reached 8.9 million. China Internet Network Information Center's Eighth Statistical Report on China's Internet Development shows that as of June 30th, 20001year, the number of netizens in China has reached 26.5 million, and the average weekly surfing time of users is 8.7 hours. The main purpose of surfing the Internet is to get information and entertainment. Obviously, the development speed of Internet in China is much faster than the world average. Moreover, the educational level of Internet surfers is generally higher. These people are open-minded and have new ideas. Many of them belong to the "white-collar" class, with relatively high income level and great work pressure, and there is room for pursuing enjoyment and relaxation. This is the tourist market of the resort, and it is the object that all resort enterprises compete for. As an international tourist resort, whoever occupies this highland first will have the initiative in the holiday tourism market (especially the international holiday tourism market). Therefore, the marketing of 2 1 century resort is not a question of whether to surf the Internet or not, but a question of the speed and convenience of surfing the Internet. As a resort hotel enterprise, in order to let consumers get in touch with your resort hotel very conveniently and quickly, know about your products and services, and then make real-time reservations, each resort hotel will not only have its own website on the Internet, but also establish its own website or link with famous stations and scenic spots (especially those related to tourism, hotels and resorts) in this city, this region, and even the whole country and the whole world to promote itself and provide direct reservation services for tourists.
In the 2 1 century, the use of network resources in the marketing of resorts will focus on the following aspects:
Introduce products and services online.
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Book online. Vacation guests will be able to directly check the utilization of facilities such as resort rooms online, and then they can operate independently without going through the reservation department and reservation personnel of the resort to realize direct reservation.
Advertising, business promotion and various promotional activities.
L Create the long-term image of the resort (memorabilia of the resort, introduction of charity activities, etc.). ).
L price promotion (the price of the resort will fluctuate several times a day, even the hourly price is different, just like the stock market, according to the reservation of the guests).
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Online feedback (that is, through the "Internet", the real and reliable feedback information of holiday guests can be obtained in time, so that the "Internet" can be changed from the "reservation center" of guests to the "information center").
3. The organization of the resort will develop from pyramid structure to flattening and virtualization.
In order to reduce the operation and management costs and improve the efficiency of communication and management, the resort in 2 1 century will try to reduce the intermediate level, so the organization of the resort will be flat, and the use of high-tech means such as computers also provides the possibility for the flattening of the organization. In addition, in order to reduce operating costs and improve management efficiency, some functions of the resort will be pushed to the society to make full use of various benefits brought by social division of labor. To this end, the organization of the resort will be virtualized.
2 1 century, due to the promotion of global information networking, the organizational structure of enterprises has entered the second reform period. Based on the global competition, the resort must seek a new system with low cost, high efficiency, emphasis on humanization, teamwork, agility and flexibility, and backed by the latest technologies such as computers, which embodies personalized service. What will be the organizational structure of the resort? Quot The pyramid structure based on equality and characterized by command and control has gradually turned to reduce the middle management level and use information network communication as a wide means, that is, an equal, democratic and flat network organization structure. And turned to a virtual organizational structure, in which some functions of the resort were replaced by socialization and specialization.
4. The service mode of the resort will change from standardized service to personalized and humanized service, and pursue the return to nature.
Standardized service is a predefined plan to provide services to guests according to the planning standards.
In this service project, all guests, male and female, old people, young people and special ... are included in the general concept of "guest". But in real life, the needs of the guests are very different, both * * * and personalized. Therefore, in order to improve the service quality, it is necessary to meet the personalized needs of guests and provide them with personalized services.
Service or personalization
Service). Especially in the operation of resorts, we should pay more attention to the personalization of guest service, which is an important aspect that distinguishes resorts from hotels.
While providing personalized service for guests, we should fully understand and respect the basic needs of guests as human beings, and highlight humanization in service. At the same time, we should fully understand the strong desire of holiday guests to return to nature in the new century, create conditions, provide them with holiday projects that return to nature and holiday services full of humanistic flavor, emphasize pertinence and flexibility, and do not rule out providing extraordinary services, special services and psychological needs services for individual travelers.
5. Sustainable development will become the eternal theme pursued by 2 1 century resort.
The sustainable development of society, economy, culture and nature will become the eternal theme pursued by mankind. 2 1 century resorts will strive to implement the concept of sustainable development in planning, construction and management activities.
6. The tourist resort will continue to follow up the research and plan to launch more newer and more distinctive products.
Guests have novel, novel and novel demand psychology. With the development of society, the needs of guests are constantly developing and changing. In order to meet the needs of guests and adapt to the ever-changing market competition situation, tourist resorts will continue to study the market demand and its changing trend, and produce follow-up products that can meet the actual needs and potential needs of holiday guests.
7. Resort employees will participate in democratic decision-making and be fully authorized.
The goal of resort service and management is to satisfy every vacationer and make every vacationer have a good holiday experience, which is the premise for the resort to create profits. The research shows that an dissatisfied guest will tell 8 ~ 10 guests about his experience (if through the "internet", this number will never be reached, but thousands of potential guests); 25% of the guests will turn to their competitors to buy their products and services. Therefore, 2 1 Century Resort will fully empower its employees to ensure the satisfaction of every vacationer. "networking" of organizations,
"Flattening" gives grass-roots employees more power to deal with problems encountered in their daily work, which requires improving the quality of employees. Otherwise, full authorization will be absurd and fall into the dilemma of "giving candy to ants for safekeeping"
8. The operation of the resort will be upgraded from tangible physical products to intangible capital and brand management, and from single project management to comprehensive industrial management under a unified brand.
From the general law of international economic development, industrial management is the primary stage of enterprise development, not the end. With the continuous development of enterprises, the value of intangible assets such as brands will far exceed the value of tangible assets, and the operation of intangible assets will become the main form of enterprise management and the main way for rapid development of enterprises. At the same time, as far as the industrial operation of enterprises is concerned, it will also develop from a single project operation to a comprehensive industrial operation under a unified brand. For example:? Quot Known as "Never Ending Disney", Disney has changed from an amusement park to a trust institution integrating leisure travel, resorts, news media, toys, candy and clothing. Undoubtedly, this will also become the future operation and development mode of the resort.
9. In order to adapt to the trend of population aging, the service and operation of the resort will be barrier-free.
2 1 century, human society will enter an aging society. According to Singapore Lianhe Zaobao (1999.7. 12), the number of elderly people will increase greatly in 2 1 century due to the extension of life expectancy and the decline of birth rate. By 2030, the number of elderly people over 65 in Singapore will increase from the current 225,900 to 795,900. At present, there is one elderly person in every 14 Singaporeans. By 2030, one in five Singaporeans will be elderly. It is also predicted that by 20 12, the elderly over 65 will account for half of the total population of the United States. And "by the year 2000, the number of elderly people over 60 in China will reach 1.29 billion, accounting for 1. 1.5% of the total population. According to the classification standard of the United Nations, China will become an aging country and enter an aging society ". Therefore, the construction, operation, management and service of 2 1 century resort must consider the needs of the elderly. In addition to providing barrier-free services for the disabled, barrier-free services should also be provided for the elderly, children and women. Provide them with special service facilities and services that can meet their special needs, and give them the opportunity to participate in many activities organized by the resort.
10. Resort operators will pay more attention to the personal safety and health of vacationers.
2 1 century, tourists will pay more attention to their own safety and health. At the same time, tourists in the 2 1 century will increasingly face threats related to their personal safety and health. From a global perspective, the task faced by resort operators is to ensure that vacationers are not attacked by terrorists, AIDS and various old and new infectious diseases, and whether they can provide a "safe and healthy" environment for vacationers.
1 1, timeshare, * * * condominium: the management trend of international tourist resorts.
Time share, also known as time share or time ownership (interval
Ownership refers to a mode of operation in which the ownership of the service facilities of a resort (such as rooms and villas in a certain area) is sold to vacationers at a certain price within a certain period of time. This operation mode can not only quickly recover investment, but also solve the seasonal idle problem of resort facilities.
Since the concept of time right management was introduced into tourism in 1970s, this novel management mode has developed rapidly in resorts and other tourist destinations. From the 1980s to the early 1990s, the number of tourist destinations operated by temporality in the world increased sixfold, and its sales increased threefold, reaching $4 billion. According to RAGATZ's forecast, by 2008, the sales of time right management will reach 30 billion dollars (RAGATZ, 1992). Undoubtedly, in the 2 1 century, the flexible and novel operation mode of time rights management, which is welcomed by owners and vacationers, will be further promoted and developed. Time right management will become one of the important trends of tourism management in 2 1 century resorts.
12, "package vacation" will be popular in the operation of 2 1 century resort.
The purpose of people's holiday is to relax. "Package Vacation" requires the vacationer to pay all expenses including accommodation, catering, entertainment and fitness. (Except for a few items), it should be paid in one lump sum before going on vacation, thus avoiding the trouble of having to pay for each service, thus enabling the vacationer to completely relax during the vacation. Therefore, in 2 1 century, "package vacation" will be popular in the management of resorts.
The competition of resorts will mainly be cultural competition and brand competition.
2 1 century, the market economy in the world (including China) will be more mature and the competition will be more intense, but the level of competition will continue to improve, and the competition of resorts will gradually shift from low-level price competition to high-level cultural and brand competition. Resorts with cultural taste, distinctive personality and characteristics or brands with high popularity and good quality will be favored by customers and remain invincible in the competition.