In recent years, Anyang's tourism industry has developed quite rapidly. Following the Yin Ruins of Oracle Bone Inscriptions Hongqi Canal in Taihang Grand Canyon, there are China Literature Museum and now controversial Cao Cao's tomb. Our tourism in Anyang can be said to have become a new growth point of Anyang economy and a leading industry of the tertiary industry. However, compared with the developed cities in the province, Anyang's tourism development is still immature, and the tourism industry is still in the late stage of initial germination. I checked some information: in 2008, Anyang's tourism revenue only accounted for 5.03% of the city's GDP, which was not only 5.88 percentage points lower than that of Jiaozuo, but also 3.95 percentage points lower than the provincial average; As a world cultural heritage, the ticket revenue of Longmen Grottoes in Luoyang exceeds 90 million yuan, while that of Yinxu in Anyang is less than 6.5438+million yuan. The obvious gap has aroused the thinking of people in the industry who are concerned about Anyang tourism. How to objectively evaluate the situation and problems faced by Anyang's tourism development, how to transform resource advantages into market advantages and promote the leap-forward development of Anyang's tourism industry is a problem worthy of study.
Let's talk about the present situation and situation of Anyang's tourism development.
1. Advantages and opportunities of tourism development in Anyang
(1) Rich in tourism resources, cultural attractions and beautiful mountains and rivers complement each other.
Three thousand years of history has left countless places of interest.
Anyang is one of the seven ancient capitals in China. Its long history has created many fascinating places of interest, such as the culture of Shang Dynasty, including Oracle Bone Inscriptions, bronzes and urban construction, and seven town, the birthplace of Zhouyi. This magical land also gave birth to famous celebrities and sages in the history of literature and martial arts. Zhou Wenwang and Ji Chang interpreted Zhouyi in Li Yong, and the national hero Yue Fei was born in tangyin county, Anyang.
There are also green hills and beautiful waters reflecting scenic spots and historical sites. The Taihang Grand Canyon, which is a combination of "heroism, danger, strangeness and beauty", is mountainous and green. Known as the miracle of the world, the artificial Tianhe-Hongqi Canal is primitive and quaint, with peculiar scenery.
(2) the geographical position is superior
Anyang is a famous commercial distribution center in history, with obvious location advantages. Anyang is located in the northernmost part of Henan Province, at the junction of Shanxi, Hebei, Shandong and Henan provinces, with Qilu Yellow River in the east, Taihang Shanxi in the west, Xinxiang Zhengzhou in the south, Zhanghe Hebei in the north, 0/80km away from Zhengzhou, the provincial capital, and 500km away from Beijing. The transportation in the territory is developed, with convenient railway, highway and air transportation and strong radiation. The Beijing-Guangzhou Railway, Tanghe Railway, Tangtai Local Railway, Beijing-Hong Kong-Macao Passenger High-speed Railway and Changchun-Japan Railway, which will be started soon, will connect the four sides. Beijing-Zhuhai Expressway, Beijing-Hong Kong-Macao Expressway, anlin Expressway, National Highway 107, National Highway 2 19 and National Highway 302 crisscross and extend in all directions.
(3) The market space is large, and tourism has entered a golden period of development.
Judging from the development law, domestic tourism is entering the fast lane of rapid development. The law of world tourism development shows that when the per capita GDP of a country or region exceeds 3000 dollars, the demand for tourism consumption will expand rapidly and the tourism industry will explode. In 2008, China's per capita GDP has exceeded 3,000 US dollars, and Henan's per capita GDP is close to 3,000 US dollars, which indicates that domestic tourism, including Henan Province, is entering the fast lane of rapid development.
From the development stage, the transformation and upgrading of tourism is in the ascendant. With the continuous improvement of people's income and living standards, the consumption structure of mass tourism is changing from sightseeing to sightseeing, leisure, vacation and fitness tourism. New formats are constantly emerging, and the development space is greatly expanded, which contains historical opportunities for turning over and leaping over.
(4) Good policy environment
In recent years, the Henan Provincial Party Committee and the provincial government have attached great importance to the development of tourism and issued a series of encouragement and support policies, which have made the development of tourism more emboldened and motivated. In 2006, the Eighth National Congress of the Communist Party of China clearly put forward the historical task of "two great leaps", taking the development of tourism as an important starting point for leap-forward development, especially focusing on building a strong cultural province and promoting the integrated development of culture and tourism; In 2009, the provincial party committee and the provincial government made a major decision to implement the strategy of "strengthening the province by tourism", and clearly put forward that tourism should be placed in a more prominent position, making it a powerful support for the rise of the Central Plains.
2. The disadvantages and threats of Anyang's tourism development
(1) Leading brands and fist products have not yet been formed.
The focus of brand building is not prominent, and it has not yet formed a well-known fist brand and leading product in China. The existing Yin Ruins Museum, Qilicheng and other scenic spots are small in scale, imperfect in supporting facilities, scattered in layout, poor in accessibility and stopover, and not attractive to tourists and competitive in the market. This has become the main bottleneck restricting the development of tourism in Anyang.
(2) The tourism product structure is single and the industrial chain is short.
The design and development of tourism projects are not deep enough, the products are single, and the industrial chain needs to be lengthened. At present, Anyang's tourism revenue mainly comes from tickets, and tourists' consumption in culture, entertainment and shopping is not enough, which accounts for a low proportion in the total tourism revenue. This has greatly restricted the rapid development of tourism.
At present, most tourist attractions in Anyang are at a low level of management, and the cultural and entertainment projects are similar, lacking entertainment and participation. Sightseeing is mainly about climbing mountains, visiting temples and talking about local conditions and customs. Leisure and entertainment can only provide simple accommodation, chess and cards, fishing and other activities, which can not meet the needs of tourists for leisure and entertainment, cultural experience, study and inspection, and can not attract repeat customers. In addition, Anyang, as a big city of tourism resources, the proportion of tourism shopping income has been hovering around 10%. The development of characteristic tourism commodities lags behind, and tourists mainly shop for agricultural and sideline products, local products and rural handicrafts, which have low cultural connotation and single types.
(3) The external publicity and promotion efforts need to be strengthened, and the methods and means need to be innovated.
Generally speaking, the publicity and promotion around tourism is weak and the methods and means are not rich enough. At present, except for a few scenic spots such as Yin Ruins Museum and Hongqi Canal, the publicity and promotion of scenic spots in Anyang's counties are relatively weak, and there are not many advertisements in the news media.
In addition, many new methods and means have not been tried, and it is difficult to completely cover all kinds of tourists. Compared with the requirements of the leaping development of tourism, there is still a big gap.
(4) The tourist service conditions and environmental conditions are not perfect.
Tourism infrastructure and environmental construction are not perfect. Mainly manifested in: First, the traffic facilities are not perfect. The roads leading to some rural tourist destinations are poor, and there is a lack of professional tourist routes between scenic spots, so parking spaces can not meet the demand of tourist season. Second, there are problems in food safety and public health to varying degrees. The sanitary conditions of kitchens and toilets in some scenic spots are far from the expected standards, and there is no effective control over flies and mosquitoes. Third, the supporting facilities are not perfect. Lack of high-end foreign-related hotels and tourist service centers that can provide comprehensive services such as medical care, financial insurance, refueling and maintenance for individual customers. These problems seriously affect the reception quality of tourists and consumer satisfaction, and limit the stay time and consumption of tourists.
(5) The "first-Mover advantage" of surrounding cities has brought challenges to Anyang's tourism development.
In recent years, the tourism industry in the surrounding cities of Anyang has developed rapidly, occupying the "first-Mover advantage". Henan is rich in tourism resources and has unique development advantages. In recent years, we have successfully explored famous tourism development models such as Jiaozuo Phenomenon and Luanchuan Model, and created famous tourism brands such as "Three Points and One Line along the Yellow River" and "Taihang Mountain Water Tour". On the one hand, it provides a model for Anyang's tourism development, provides an opportunity for regional alliances and * * * glory * *, on the other hand, it will also play a certain restrictive role in Anyang's tourism development to a certain extent.
As an out-and-out Anyang person, I know there are still many tasks for our generation to complete in Anyang's tourism industry.
1. I think Anyang needs comprehensive and meticulous creative planning and scientific planning.
Tourism elites from all over the country can be invited to Anyang for creative planning competition. One is to brainstorm and develop new tourism products, and the other is to attract attention and promote sales. On the basis of synthesizing the opinions of experts from all walks of life, this paper makes a scientific orientation for Anyang's tourism development and makes it bigger and stronger.
Do a good job in planning tourist attractions from a high starting point and high standards. According to the development trend of tourism at home and abroad, make plans scientifically and plan the investment direction and mode, product development and construction layout of tourism projects as a whole. Strengthen the planning and management of key scenic spots, star-rated hotels and large and medium-sized resorts, scientifically arrange scenic spots and routes, and pay attention to the surrounding environment and cultural taste.
2. There are few or no iconic features of Anyang, or they are not significant enough or special enough. We should shape the image of tourism.
In fact, the closure lies in publicity, and further use of the unique tourism resources-Yin Ruins, Zhouyi, Hongqi Canal, Taihang Grand Canyon and other "four major brands" for external promotion. With the popularity of the "four major brands", we will create tourism symbols and city business cards representing Anyang's tourism image.
3. Developing your own tourism products can't be limited to tickets.
We can focus on building cultural experience, leisure and entertainment, tourism and shopping projects and lengthen the industrial chain. Learn from the successful experience of Hong Kong Disneyland, shenzhen happy valley and other domestic and foreign tourist attractions, and do a good job in the six elements of tourism. Realize product innovation with high-level creativity, so that tourists can get value-added experience and enjoyment, thus prolonging their stay and surpassing the "ticket economy".
4. Vigorously promote and improve the tourism market share.
(1) Make use of various media resources to carry out high-frequency and three-dimensional publicity and establish Anyang's tourism image.
The first is to plan the film and television drama related to Anyang scenic spots and improve the popularity of Anyang. The second is to make Anyang tourism image advertisements and put them in CCTV, important tourist sources and news media in surrounding counties and cities to improve people's awareness of Anyang tourism. Third, compile photo albums, comic books and books related to Anyang scenic spots to show the unique charm of Anyang to more tourists. Fourth, using new channels such as Internet and mobile phone platform to carry out regular advertising, making Anyang a hot spot for tourists and travel agencies.
(2) Plan and carry out special activities regularly to promote Anyang tourism products.
First, a special press conference was held, and important news organizations such as CCTV, People's Daily and Dahe Daily were invited to cover the whole story, so that Anyang's tourism brand could be gradually launched throughout the country. Second, special tourism promotion activities are held regularly in important tourist source areas, such as "Yin Shang Cultural Tourism Festival", "Zhouyi and International Symposium on Modernization" and "Feel the Spirit of Hongqi Canal and Walk into Anyang" in Zhengzhou, Beijing and Hong Kong, etc., to publicize and promote Anyang tourism resources and attract tourists to visit Anyang.
(3) Strengthen cooperation with local travel agencies and tourism authorities to broaden the market.
First, strengthen cooperation with local travel agencies to attract more tourists to Anyang. Sign long-term cooperation agreements with travel agencies in important tourist sources, and transport tourists to Anyang by setting up offices, contact points and joint ventures.
The second is to strengthen cooperation with tourism authorities in surrounding areas to form a pattern of complementary advantages and glory. For example, in conjunction with Xinxiang, Hebi, Jiyuan, Jiaozuo, Handan and other cities, we will implement the coordinated development and unified marketing of South Taihang tourism and actively build the South Taihang Alliance.
5. Improve tourism infrastructure
Strengthen the construction and upgrading of tourism infrastructure. Focus on the construction of tourism public service facilities, guide social investment through government investment, and create an excellent tourism public service environment. Increase capital investment, focusing on improving roads, communications, water and electricity, and accommodation facilities.
6. Strengthen the introduction of tourism talents and the education and training of employees.
First, introduce and train talents for tourism development and management. For new talents with high innovation ability, the "external brain" is mainly introduced; For daily management talents, we mainly rely on our own training. The second is to improve the quality of tourism professionals. It is necessary to educate and train tourism professionals in various ways to improve their comprehensive quality, especially front-line employees such as tour guides, hotel receptionists and catering services, strengthen service awareness and improve service quality. Third, carry out various forms of ecological environment education and cultural tradition education to improve the environmental awareness and cultural pride of tourism developers, managers and local residents, so as to better realize the sustainable development of tourism ecology, society and culture.
The planning and development of tourism resources must be linked with capital investment, which is related to economic problems. The cooperation between other industries, including heavy industry and processing industry, also needs the strong support of the government, and vigorously promotes and attracts the introduction of foreign capital, which has an increasing influence in Henan and even the whole country. During this period, we will have a lot of things to do, which is also a great opportunity and challenge for us in Anyang. We need the active cooperation of all people in Anyang, especially the wise decision of the government, so that Anyang can.
As an Anyang native, I am proud of the vigorous development of Anyang today, gratified by the future and recent efforts of Anyang, and have the idea of developing in Anyang after graduation to do my part for my hometown. I believe the future of Anyang will be better. One day, I will walk on the streets of Anyang, where tourists can take pictures in five steps and foreigners can nod their heads in ten steps. What a beautiful scenery it is.