The existing farmhouses will be phased out, and the upgrading of files will be accelerated.
Domestic farmhouse music began in Sichuan in the 1980s, and is famous for "living in a farmhouse, eating farmhouse meals, doing farm work and enjoying farmhouse music". This is a tourism service product that relies on rural resources to provide a series of catering, leisure and accommodation. Nongjiale emphasizes the practicality of function, but little or no consideration is given to design style, decoration style and owner culture. The difference between homestays and farmhouses has always been one of the most talked about issues in the industry. For local farmers, the difference between homestay and farmhouse is "whether there is an independent bathroom".
From the perspective of early development, farmhouse music can not only provide unique local experience activities, but also combine local resources to unite local centripetal force. However, with the rapid development of "blooming everywhere" in the later period, the limitations of individual business have gradually caused problems such as lack of planning, lack of rural cultural connotation, lack of foresight, homogenization, insufficient development potential, low quality of operators, and weak awareness of service market.
B&B, as a new way of travel and accommodation, is different from traditional hotels, restaurants and guesthouses, and is also different from farmhouse music that simply experiences local customs. It can not only meet the basic needs of catering, accommodation, culture and leisure, but also enable tourists to have deeper exchanges with the host people, gain new experiences and cognition, and form new interpersonal relationships. Moreover, through the creation of artistic conception and the improvement of architectural quality, it brings tourists higher cultural taste and style, more fashionable hardware facilities and services, and better spiritual enjoyment and accommodation experience than traditional farmhouse music.
The current tourism consumption market is becoming the main force of society after 70, 80 and 90. This kind of people have high academic qualifications and work pressure on weekdays. They have a completely different understanding of the concepts of "health" and "happiness" from the previous generation. They consume more rationally, pursue connotation, quality and service, and understand life better. The B&B model just meets their demand for self-liberation and people's demand for feelings. Therefore, with the gradual development of the individual holiday tourism market, the depth and frequency of residents' tourism are increasing, and the number of homestays above the medium level will continue to rise. However, due to the lack of funds, technology and culture, traditional farmhouse music will gradually lose its competitive advantage, be eliminated or transformed by the market, and move closer to higher-level homestays.
Competition in the B&B market intensifies, and prices return to rationality.
At present, the market price of B&B is generally high. The per capita unit price is above 500 yuan, almost close to the average price of ordinary five-star hotels in China, and the boutique hotel is close to 2,000 yuan. The main reasons why the price is so high are:
First, the scarcity of the market and consumers' early adopters psychology make the B&B market hot;
Second, in the process of building a hotel, many refined facilities will increase operating costs;
Third, the accommodation capacity of B&Bs is small, with non-standard characteristics, and it is difficult to form scale effect and control the cost at a reasonable level;
Fourth, ordinary hotel developers have more resources related to the industrial chain, while individual hotel investors often need to design and operate independently, which will inevitably bring greater financial pressure.
In addition, the pricing of some homestays is too literary and gimmicky. At the price of several thousand yuan per night, all efforts are spent on decoration, but the cultural connotation is monotonous and similar, lacking the core essence of the hotel itself, far from the public, and evolving into another form of "country hotel, club".
With the influx of social capital, the competition in the homestay market has gradually intensified. Because homestays can be simple or complex, small or large, the investment method is simple and the entry threshold is relatively low, resulting in a large number of homestays. According to the Research Report on the Development of B&B Industry issued by china tourism association B&B Inn and Boutique Hotel Branch, as of 20 18, the number of B&B hotels in China has reached 200,000, with a year-on-year increase of over 300%. The total number of B&B hotels has increased significantly, showing a rapid growth trend. For example, Heijing Town, Chuxiong, Yunnan, has to operate at a low price in order to obtain tourism resources because of its high saturation.
Therefore, with the supply market of B&B peaking day by day, the competition of B&B products is further intensified, and the average price of B&B rooms may be affected by industry competition, gradually returning to rationality, and then maintaining a reasonable and stable price range.
Coordinated development of homestay and traditional tourist attractions
Most of the traditional 4A and 5A scenic spots in China have unique resource advantages, which can attract a large number of tourists and play an important role in driving the local economy. Therefore, the government has invested heavily in funds, policies and manpower. For example, almost every well-known tourist attraction has a convenient tourist transportation route directly to the scenic spot, which continuously transports a large number of tourists. However, relying on the traditional scenic spots with high natural scenery and cultural relics, they still stay in the way of sightseeing, and have not fully considered the in-depth experience, foreign life concept and infrastructure capacity. With the increasing popularity of scenic spots and the upgrading of tourism consumption, experience tourism has gradually replaced sightseeing tourism. Some scenic spots are either restricted by the protection of natural resources, or cannot be effectively promoted and supplemented because they do not fully consider the long-term growth capacity of scenic spots. The most obvious thing is that the accommodation service facilities are gradually saturated or even reaching the limit, which can not meet the growing demand of tourists.
But around the traditional scenic spots, there are many villages. Most of these villages have narrow and rugged roads and incomplete network coverage. They lack parking lots, signs and fire-fighting facilities. Sporadic accommodation is only self-employed: express hotels and farmhouses similar to guest houses are the main ones, with poor sanitary conditions and substandard accommodation and catering standards. They can only provide simple catering, snacks or simple travel equipment sales services, and are not real homestays. Therefore, it is impossible to fully enjoy the spillover benefits of scenic spots and win the favor of middle and high-end consumers. In the future, homestays can be developed and built by using idle houses according to the villages on the edge of traditional scenic spots. In this way, on the one hand, it can promote the improvement of tourism accommodation, catering, shopping and supporting facilities in villages around the scenic spot, promote the sales of agricultural and sideline products and local products, and promote rural tourism and community economic and social development; On the other hand, it can reduce the investment pressure in the construction of tourist attractions, rapidly expand and improve the reception service function of tourist attractions, thus promoting the transformation of traditional scenic spots from single sightseeing to multi-angle sightseeing, from one-day tour to multi-day tour, from busy play to leisure and relaxation, from low-level consumption to high-level satisfaction, and from one tour to multiple tours.
Characteristics of B&B products and industrial agglomeration
On the whole, China's national accommodation industry is still in its infancy, with highly similar hardware facilities, mutual plagiarism and lack of characteristics; Leisure experience mainly focuses on simple farming activities such as sightseeing and picking, and lacks the excavation of B&B's core values: leisure, sharing and experience. In terms of tourism experience, there is a lack of communication between the check-in tourists and the host, which deviates from the connotation of the hotel's "host culture" feeling. This situation can not meet the growing demand of tourists, which restricts the development of the whole hotel industry. Therefore, in the next stage, the specialization and agglomeration of B&B products will become the focus of phased development.
In terms of characteristics, hotel management services will return to the essential connotation of "people", embody the personality of people's hosts in theme style, cultural experience and special services, and integrate the aesthetic taste and life attitude of people's hosts in the interaction with tourists. For example, Taiwan Province B&B's personalized service: people make their own breakfast according to local ingredients, treat guests as friends, share personal experiences, life experiences and private attractions, take guests on trips and personally explain local cultural ecology. People and owners have the spirit of artisans, constantly pursuing the ultimate aesthetic feeling, and truly "selling their lives" instead of "selling houses". In the experience of cultural products, local beautiful natural scenery, residents' production and life reality, rural art and culture, customs and habits will arouse great interest of tourists, which is also a prominent feature of B&B packaging. Future B&B can combine local characteristic resources to develop in-depth entertainment and leisure experiences for different themes. Product types can involve medical care, rural leisure, folk entertainment, arts, cultural salons, outdoor development, water projects and so on. According to the needs of high-level tourists, customized and personalized tourism products, such as skiing, mountaineering, gliding and outdoor survival, will also appear accordingly, and gradually develop into a mature stage of product specialization and branding.
As far as agglomeration is concerned, the agglomeration of B&B is not a replication set of product standardization, but a complementary agglomeration of different product characteristics.