[Keywords] Life cycle of tourism area; formation mechanism; tourism planning
The phenomenon of life cycle of tourism area has always been a major problem in the development of tourism area. In the nineties, the theme parks in China, which sprung up and drifted away like autumn winds sweeping away the leaves, have made people realize the shortness of the life cycle of a tourist area more profoundly, and the great threat of the life cycle of a tourist area to the development of tourism.
Domestic research on the life cycle of tourist places is relatively late, but the difference between the level of research with foreign countries is not too big, but generally only stays in the analysis of the product itself, the fundamental reasons for the decision of the life cycle of tourist places have not done in-depth exploration, the guiding significance of tourism planning is not very big. This paper analyzes the formation mechanism of the life cycle of a tourist site from the aspects of tourism products and tourism market, revealing the pathology of the "life cycle" of this tourist site "cancer" for experts to administer the right medicine.
It should be noted that domestic and foreign research is mainly on the life cycle of tourism, in order to make the analysis more clear, more prominent problems, more typical, here from the analysis of the life cycle of the tourist area to start. Of course, generally speaking, the tourist area is the core of the tourist place, the life cycle law of the tourist area can basically accurately reflect the life cycle law of the tourist place.
I. The current status of domestic and international research on the theory of the life cycle of tourist places
The concept of the life cycle of tourist places was firstly put forward by W. Christaller in the study of tourism development in Europe. However, the tourism land life cycle theory, which is currently recognized and widely used by academics, was proposed by Canadian scholar R..W. Butler. [1]
(I) R..W. Butler's Tourist Place Life Cycle Theory [2]
Butler divided the tourist place life cycle into six stages according to the concept of product life cycle: i.e., the exploration period, the participation period, the development period, the stabilization period, the stagnation period, and the recession or recovery period. As shown in Figure 1.
1. Exploration period: this is the initial stage of the development of a tourist place, characterized by the fact that the place has only scattered tourists, no special facilities, and its natural and social environments have not changed due to the creation of tourism.
2. Participation Period: As the number of tourists increased, tourism gradually became regular and local residents began to provide some easy facilities for tourists. With the arrival of this stage, advertising began to appear, the scope of the tourism market can be basically defined, the tourist season is gradually formed, organized tourism began to appear, forcing local governments and travel agencies to increase and improve tourist facilities and transportation.
3, the development period: in a large number of advertisements and word-of-mouth publicity of tourists, a mature tourism market has been formed, foreign investment increased sharply, the simple accommodation facilities provided by the local residents were gradually replaced by large-scale, modern facilities, and the natural appearance of the tourist sites has been relatively significant changes.
4. Stabilization period: the growth rate of tourists decreases, but the total number of tourists will continue to increase and exceed the number of permanent residents. Most of the economic activities of the tourist sites are closely linked to tourism, and advertising is omnipresent in order to expand the market scope and extend the tourist season. Permanent residents, especially those not involved in tourism, can become resentful and dissatisfied with the large number of tourists and the facilities built to serve them.
5. Stagnation: In this stage, the number of tourists reaches its maximum, the capacity of the tourist environment is saturated or exceeded, and environmental, social and economic problems ensue. Tourist places in the tourists to establish a good image is no longer fashionable, the tourism market is largely dependent on repeat visitors, conference tourists, etc.. There is a surplus of hospitality facilities and maintaining the size of the tourist base requires a lot of effort.
6, decline or recovery period: in the decline period, the decline of the tourist destination market, both in terms of the scope of attraction and the number of tourists, can no longer compete with new tourist destinations. With the decline of the tourism industry, the real estate resale rate is high, tourism facilities are gradually replaced by other facilities, and more tourism facilities disappear due to the decline in the attractiveness of the destination to tourists. Local employees and residents are able to purchase tourist facilities at fairly low prices during this phase, so the involvement of local residents in the tourism industry increases considerably. Hotels may become condominiums, nursing homes or retirement residences. Eventually, former tourist destinations may become veritable "tourist slums" or lose their tourist function altogether.
On the other hand, tourist destinations may also enter a period of recovery, to enter a period of recovery, the attractiveness of tourist destinations must undergo a fundamental change. There are two ways to achieve this: one is to increase the attractiveness of man-made landscapes, but this effect will be reduced if neighboring competitive destinations do the same. The second is to rebuild the market by taking advantage of undeveloped natural and human tourism resources.
Tourist Volume
Stagnation Period Recovery Period
Hospitality Capacity Saturation Domain Stabilization Period Decline Period
Development Period
Exploration Period Participation Period
Time
Figure 1 Schematic diagram of the life cycle of a tourist place
(ii) Research of other scholars [3]
Gray R. Hovinen believes that the location of the tourist site, product diversity and the effectiveness of planning also have an important impact on the life cycle of the tourist site.Cooper and Jackson believe that the life cycle of the tourist site also depends on the operator's decision-making and the environmental factors of the tourist site.Benedetto and Bojanic use logarithmic function to build a model of the number of tourists to confirm that the policy and environmental factors have a clear impact on the life cycle of the tourist site. destination life cycle has a clear impact.
Domestic scholars in this area, including Prof. Jigang Bao, who has made a pioneering contribution to the theory of the life cycle of tourist destinations in China, have basically approved of Butler's theory. Domestic scholars Yang Forest, on the other hand, put forward opposing views, that: "Tourism Product Life Cycle Theory" can not be theoretically justified, and lack of strong factual evidence.
Butler's tourism life cycle theory mainly analyzes the life cycle of tourism from the supply side, i.e., tourism products, while other scholars analyze the impact of tourism on the life cycle of tourism from the aspects of tourism location, environment, policies, planning and business decisions, and so on. influence on the life cycle of tourist places. On the whole, the generation mechanism of the life cycle of a tourist destination has not been analyzed in depth. The reason is that although environmental, social, economic, business decision-making, planning and other factors have different degrees of influence on the life cycle of a tourist destination, they are not inevitable or essential factors. With the improvement of the government and the management level of tourism enterprises, these problems can be mitigated or even solved. On the other hand, the decline in the attractiveness of tourist destinations, especially a significant decline (such as the theme parks introduced later, such as Fairview Park, etc.) is not a necessity, needless to say, the world-class tourist areas, such as the United States, Yellowstone Park, Niagara Falls, the Egyptian pyramids, the Great Wall of China, the Forbidden City, Mount Huangshan, Zhangjiajie, Jiuzhaigou, etc., it is difficult to imagine that their attractiveness will be a significant decline over time, the history of international tourism for more than 100 years and the domestic tourist enterprises to improve the management of these problems. The history of international tourism for more than one hundred years and the practice of domestic tourism for more than twenty years have also proved this point. Even some regional tourist areas, such as the Shanghai City God Temple and the former residence of Lu Xun in Shaoxing, have not shown a significant decline in attractiveness over time.
The author believes that the life cycle of a tourist place is formed by the role of both the tourist place itself and its market. More explicitly, it is formed by the interaction of tourism products and market changes. The tourism product aspect is mainly reflected in the strong and weak change of product attraction. The tourism market is the mirror of the tourism product, and the changes in the attractiveness of the tourism product will eventually be reflected in the changes in the market, so the study of the life cycle of a tourist destination should be analyzed from the tourism market.
The author analyzed that due to the immovability of tourism products, production and consumption of inseparable characteristics of the formation of the tourism market has a completely different characteristics from the tangible product market. This puts forward the "reservoir theory", that is, the tourism source market is analogous to a dynamic reservoir, so as to deconstruct the formation mechanism of the life cycle of the tourist area.
(I) Basic concepts:
The concept of tourist area market and reservoir corresponds to:
1. Reservoir - the tourist market of a tourist area. Reservoir is a dynamic reservoir, corresponding to a dynamic market.
2. Reservoir original water capacity - the original market size, i.e., the potential market size of a tourist area when it is officially opened to the public. The size of the original market size is determined by the attractiveness of tourism products, the size of the population and the level of economic development in the business district, the market segmentation of competitors, the price threshold of the tourist area and other factors.
3, the upstream current - the growth rate of the source market, that is, the amount of change in the size of the source market per unit of time due to population development and turnover, economic development, re-travelers, changes in brand image and other factors.
4. Outflow--Tourist reception, i.e., the amount of tourists received in the tourist area per unit time. Tourist reception volume of tourist area is determined by the original market size of the tourist area, but by the price of the tourist area, promotional efforts, market distance is also very obvious.
5. Residual Reservoir Capacity--Residual Market Size, i.e., the size of the source market during the recession period, when the number of tourists falls to the threshold visitor volume to maintain the operation of the tourist area. It is determined by the threshold visitor volume of the tourist area, which in turn is determined by the operating costs of the tourist area, the per capita consumption of the tourist area (mainly the ticket price, etc.).
Table 1 Correspondence between tourist area market and the concept of reservoirs
No. Theoretical concept of reservoir Corresponding concept of tourist area market Composition or influencing factors
1 Reservoirs Tourist market of a tourist area
2 Reservoirs Primary water capacity Primary market size Attractiveness of tourism products, size of the population in the business district and the level of economic development, market segmentation of competitors, price
3 Upstream water flow Passenger market growth rate Population development and turnover, increase in demanders due to economic development, revisit rate, change in brand image
4 Water output Visitor reception Original market size, price, promotional means such as advertisement, market distance
5 Remaining reservoir capacity Remaining market size Threshold visitors (i.e., operating cost of the tourist area, per capita consumption of tourist areas)
5 Remaining reservoir capacity Remaining market size Threshold tourists (i.e., operating cost of tourist areas, per capita consumption of tourist areas) (i.e., operating cost of the tourist area, per capita consumption of the tourist area)
Inlet
Outlet
Figure 2 Schematic diagram of the "Reservoir Theory"
(ii) Operation of the "Reservoir"
(a) The mechanism of formation of the life cycle of the tourist area. -The formation mechanism of the life cycle of the tourist area
1. Exploration period: this stage is equivalent to the reservoir seepage, which has a negligible impact on the volume of water in the reservoir. For the tourist market the tourist area is not well-known, the impact on the market is negligible, only sporadic tourist patronage, tourism reception is in a passive state.
For the newly developed tourist areas in China, the exploratory period is of no research value, because the government and tourism developers have not yet intervened in the development and management of the tourist areas at this stage, and there is almost no impact on the return on investment. So if from the planning point of view mainly study the latter five stages.
2, the participation period: this stage is equivalent to the reservoir has been a small outflow of water, the water volume of the reservoir has very little impact, the reservoir level is still rising. For the tourism market the tourist area has a certain degree of visibility, a certain impact on the market, the government and tourism enterprises began to intervene in the operation and management of the tourist area, organized tourism began to appear.
3, the development period: this stage is equivalent to the reservoir has a complete water channel, the amount of water in the increasing impact on the reservoir's original water capacity has been very obvious, and the impact is gradually increasing. For the tourism market, the tourist area has a high reputation, and visibility is constantly improving, a mature tourism market has been formed, tourism development momentum is strong, the rapid increase in tourist reception. For the tourism area, the original natural landscape has been significantly changed, tourism facilities are constantly improved, tourism products are gradually taking shape. In terms of tourism operation, various management systems have been gradually formed, advertising and other promotional means have been implemented in large quantities, and the benefits of the tourist area are constantly improving.
4, stabilization period: this stage corresponds to the reservoir water outflow increase rate has gradually decreased, but the water outflow is still increasing, the impact of the reservoir's original water capacity has been obvious, the reservoir water outflow over the upstream current, the reservoir water level began to fall significantly. For the tourism market, the tourist area has a high reputation, the momentum of the tourism market has begun to diminish, the original market size is reduced, the number of tourists received exceeds the growth rate of the source market, the number of tourists received is still growing, while the growth rate of the source market is also increasing. For the tourist area, the tourist facilities have been perfected and the tourist products have been shaped.
5, stagnation period: this stage is equivalent to the reservoir has reached the maximum amount of water, the reservoir's original water capacity has the greatest impact, the water surface area is reduced, the water level continues to fall significantly, the reservoir's original water capacity has been significantly reduced, but the upstream water intake has a certain amount of growth. For the tourism market, the tourist area has reached a high level of visibility, but the development momentum of the tourism market has come to a strong end, the number of tourists received significantly more than the growth rate of the source market, reaching its maximum value. For the tourism region, facilities have become obsolete and service quality has declined, but tourism benefits are at their highest. Some international or other tourist areas with sustainable development capability will stay in this period for a long time without entering the decline period.
6. Decline: This stage is equivalent to the reservoir inventory of water has been depleted, the surface area of the water surface is the smallest, the water level is the lowest, and the water output is close to the upstream water flow. For the tourism market, the tourist area is well known, but the reputation declined, the original market size is almost consumed. Tourist receipts gradually decline to the threshold receipts for the tourist area to maintain its level of operation, relying mainly on new groups brought about by repeat visitors, economic development and natural population turnover. The efficiency of the tourist areas gradually decreased until it was difficult to maintain normal operation, and the reception facilities were left vacant in large numbers.
Recovery period: the tourist area to enter the recovery period, there must be a fundamental change in the attractiveness of the product. This is equivalent to the formation of a new reservoir, access to new water sources, see how difficult this is.
(C) The relationship between the life cycle of a tourist area and the main relevant elements:
In order to utilize the life cycle theory to better guide tourism planning, a simplified mathematical model is used here as much as possible to reveal the relationship between the life cycle of a tourist area and the main relevant elements.
The life cycle of tourism area Tl=(V-Vn+Vc*Tl)/Vg (1)
Derived from equation (1): Tl=((V-Vn)/(Vg-Vc) (2)
Vg=(V-Vn)/Tl+Vc (3)
Original market size (the original capacity of the reservoir) V, the residual market size (remaining reservoir capacity) Vn ,average source market growth rate (upstream water flow) Vc, tourist reception (water outflow) Vg , tourist area life cycle Tl (in order to improve the value of the model's planning guidance to simplify the arithmetic, where the water outflow Vg is taken to maintain the normal operation of the tourist area required by the value of the threshold volume of tourists).
From equation (2), it can be seen:
1. The life cycle of the tourist area is positively correlated with the original market size of the tourist area V. In turn, the original market size of the tourist area is positively correlated with the original market size of the tourist area. And the original market size of the tourist area is influenced by several factors.
According to L.J. Crampon's gravity model:
Tij=G(PiAj/Dijb) (4)
Tij is a certain measure of the amount of tourists between tourist source I and tourist destination j, which can be used as the original market size of the tourist area in this case, Pi is a measure of the size of the population and the wealth of tourist source i, and Aj is the attractiveness or tourist capacity of tourist destination j. The original market size of tourist area can be measured by a number of factors. Aj is some measure of attractiveness or tourism capacity of destination j, Dij is the distance between tourist source I and tourist destination j, G and b are coefficients [4].
This shows that the life cycle of tourism area is positively related to the population size and economic development level of tourism source, positively related to the attraction strength of tourism destination, and negatively related to the distance of tourism source.
2. The life cycle of a tourist area is negatively correlated with the difference between (Vg-Vc), i.e., the growth rate of the source market, and the number of tourists received by the tourist area. That is, the smaller the difference between the two the longer the life cycle of the tourist area, when the two are equal, the life cycle of the tourist area tends to be infinitely long.
(D) case study
1, natural scenery tourism area: the example of Huangshan
Huangshan is not a stranger to the people of the country, from the author's grasp of the reception of Huangshan in recent years, and the "Reservoir Theory" is very consistent. See Table 1
Table 1 Huangshan in recent years, the analysis of tourism reception table Unit: 10,000
Year Item 1995 1996 1997 1998 1999 2000 2001
Annual reception 78.9 84.73 107.8 100.15 119.09 117.29 134.42
Growth rate ( %)7.4 27.2 -7.1 18.9 -1.5 14.6
Total growth rate 70.4
Average growth rate 9.3
(Data from Huangshan Tourism Bureau)
From the above table, it can be seen that Huangshan, which has been developed for several decades, is still at the end of the development period of the tourism area and at the end of the development period of the tourism area. the end of the development period and the beginning of the stabilization period of the tourist area, and it can be foreseen that the growth rate of the number of tourists received in Huangshan will decrease, but will maintain a certain growth rate for a long period of time. Because the average growth rate from 1995 to 2001 is very close to the average growth rate of the domestic economy, and from the absolute value, Huangshan, as a world natural and cultural heritage, and as an international-level tourist area, receives more than one million tourists annually, it can be basically affirmed that the annual number of visits to Huangshan and the growth rate of the source market is similar, i.e., (Vg-Vc) is close to zero, and in general the life cycle of Huangshan will not enter a period of decline, will remain forever young, unless the human aesthetic habits change radically.
2. Humanities tourism area
The life cycle of humanities tourism area is also very much in line with the "Reservoir Theory", in which the life cycle of theme park is the most obvious phenomenon, which is analyzed here with the examples of Shenzhen Jinxiu Zhonghua and Hangzhou Songcheng.
◆Shenzhen Jinxiu Zhonghua
Table 2: Visitor volume of Jinxiu Zhonghua from 1990 to 1995 Unit: 10,000 person-times
Year Item 1990 1991 1992 1993 1994 1995
Visitor volume 323.73 291.58 314.57 274.99 159.89 122.34
The number of visitors was 323.73 291.58 314.57 274.99 159.89 122.34
Growth rate (%) -9.9 7.9 -12.6 -41.9 -23.5 -62.2
(The data is quoted from Prof. Bao Jigang's paper "Life Cycle Theory of Tourist Places and the Development of Tourism"). (The paper "Life Cycle Theory of Tourist Places and Tourism Planning") [5]
According to the sample survey of Window of the World, domestic tourists account for about 90% of the composition of tourists in Shenzhen OCT, which is dominated by the province, which is dominated by the Pearl River Delta. Domestic tourists in Guangdong accounted for 71.06%, Hunan 4.21%, Hubei 1.99%, Beijing 1.91%, other provinces and municipalities 20.83%. It can be seen that the market of OCT (including Fairview Park) is a regional market. [6]
It can be seen that the Jingxiuhua business circle is not very large, and Huangshan, the Forbidden City, the Great Wall and so on can not be compared, due to strong promotions, the opening of a large number of tourists flocked to the early years of the annual reception of tourists greatly exceeded the rate of growth of the market, the original market size was quickly consumed, so the annual reception fell rapidly, so the Jingxiuhua life cycle is shorter. But on the other hand, due to the large investment in theme parks, high operating costs (promotional costs are particularly prominent), so the threshold of the scenic area operation of the reception is high, which in turn requires operators to be strong promotions, which is the main contradiction of the theme parks, and is the main reason why the theme parks generally do not have a long life cycle. Of course, the competition from new scenic spots and the decrease in product attractiveness are also important reasons for the short life cycle of Fairview Park. But this is not the fate of theme parks. U.S. local Disney over the past few decades and do not fall shows that theme parks are not all short-lived. The key is how to ease the contradiction, that is, on the one hand, try to enhance the attractiveness of the theme park, improve its popularity, while at the same time as far as possible to reduce investment, reduce operating costs. Disney despite the large investment and high operating costs, but it is also very strong attraction, has become a world-class tourist area, and regularly update the project, to maintain a lasting attraction, so that the original market size V is large enough, the growth rate of the source market and the reception of tourists is very close to the number of visitors, so that it can also stay young forever.
◆Hangzhou Songcheng
Table 3 Analysis of tourism reception of Hangzhou Songcheng from 1997 to 2003 Unit: 10,000 person-times
Year Item 1997 1998 1999 2000 2001 2002 2003
Annual reception 167 131 156 149 152 148 113
Growth rate (%) -21.6 19.1 -4.5 2.0 -2.6 -23.6
(Data from Hangzhou Tourism Commission)
Hangzhou Songcheng is the first large-scale theme park in Hangzhou, which is based on the theme of Song culture, and was opened in 1997. From the table above, except for the 1998 natural disaster, the impact of SARS in 2003 led to a large drop in the number of tourists, Songcheng did not like other theme parks in China after the opening of the number of tourists quickly and continued to decline, but basically remained at about 1.5 million floating. The reason for this phenomenon is because Songcheng has been included in the West Lake one-day tour line, has become a part of Hangzhou, a famous domestic tourist destination, its source market is the source market of Hangzhou tourism, which is equivalent to a small reservoir access to the upper reaches of a larger reservoir, the upstream flow of water has been fully guaranteed. Naturally Songcheng's life cycle will be mainly determined by Hangzhou's tourism life cycle and change with Hangzhou's tourism market. This is the life cycle of the tourist area to produce the mechanism of the theory of the product can not be explained, and the "reservoir theory" can fully explain this.
Of course, this is not to say that the product does not have an impact on the life cycle of the tourist area, but the result of the interaction between the product and the market. Also in Hangzhou Zhijiang National Tourism Resort, another large theme park - Hangzhou Future World reception situation is similar to other theme parks in China. One of the main reasons is in the product. Because Songcheng is to Song culture as the theme, Hangzhou was once the capital of the Southern Song Dynasty, in Hangzhou, the construction of Song culture as the theme of the theme park coincides with the local cultural lineage of Hangzhou, Hangzhou is the excavation of local culture, can form a strong personality. Hangzhou's future world is a four-unimaginable, both a large number of Western architecture, but also many prehistoric animals, as well as a variety of modern entertainment, the text is not the right topic, and Hangzhou's cultural lineage has nothing to do with the attraction of tourists is far less than Songcheng. The same Songcheng Group of companies to develop the Hangzhou paradise is the same road with the future of the world, the business situation can only be similar to the future of the world.
Three, "reservoir theory" in the tourism planning
To "reservoir theory" reveals the formation of the life cycle of the tourist area mechanism, the development and planning of the tourist area should start from several aspects, ease the contradiction of tourism investment, extend the life cycle of the tourist area. The development and planning of tourist areas should start from several aspects to ease the contradictions in tourism investment and prolong the life cycle of tourist areas.
(I) scientific site selection
From (4) formula can be seen, the market size of the tourist area is negatively correlated with the distance from the market, and positively correlated with the population of the source market, the economic level, etc., and at the same time, the competition of the other tourist areas will be diverted from the source of the customers, so for the resources as a basis for the scale of the capital-based attraction to create the main development of the tourist area should be enough to pay attention to the importance of the site selection. Theme parks in particular, the history of the development of domestic theme parks fully illustrates this point. Large-scale theme parks should be located as far as possible in the vicinity of large cities or in famous tourist destinations. At the same time, it is required to directly or indirectly compete with fewer tourist areas. The major mistake of Hangzhou Paradise is the wrong location. Hangzhou Paradise initially positioned the market is the Yangtze River Delta market, but within the Yangtze River Delta and Hangzhou Paradise and the nature of the tourist areas similar to the Hangzhou Paradise has Suzhou Paradise, Shanghai Jinjiang Paradise, etc., it is clear that the Yangtze River Delta market to the north of Shanghai, Suzhou, and has been divided up, Hangzhou Paradise at most can only seize the market in Zhejiang Province, on the other hand, if you want to rely on the tourism market of this famous tourist destination in China, Hangzhou Paradise, the The choice of theme is obviously wrong, its western culture and entertainment theme has low correlation with Hangzhou's cultural lineage and cannot reflect Hangzhou's cultural qualities, and the number of tourist zones within Hangzhou is already large and the competition is very fierce. So the failure of Hangzhou Paradise is not a coincidence.
(2) Scale control
Market-oriented is highly emphasized in tourism planning. Market-oriented not only to consider the needs of consumers, but also to consider the size of the market, the size of the market to determine the scale of investment in tourism areas, and requires interaction between the two. Large-scale theme parks have more failures and fewer successes, more short-lived and fewer long-lived, just because they only consider the creation of attractiveness of the tourist area and ignore the scale control. Admittedly, the scale of investment and the attractiveness of the tourist area has a direct relationship, but because the larger the investment in the tourist area, the higher the operating costs, the minimum number of tourists to maintain the operational requirements are correspondingly high, on the other hand, due to the principle of distance attenuation to pull the long-distance market is very difficult, that is, the theme parks and other scale capital to create the attraction of the tourism area must be fully considered the attractiveness of the radius, considering the scale of the source market, in order to enhance the attractiveness and reduce the scale of investment. Attractiveness and reduce the scale of investment to seek the best equilibrium, improve the marginal utility of investment funds, to maximize the return on investment.
(3) Emphasize the attractiveness:
From the formula (2) and (4), it can be seen that the attractiveness of the tourist area is the core factor affecting the market size of the tourist area. How to improve the attractiveness of tourist areas can be considered from the following aspects.
1, appropriate theme, strong characteristics, rich content
Theme determines the direction of the tourist area, so in the choice of theme should emphasize that the theme should be rich in cultural connotations, there is enough space for the development, and this culture has enough attraction to the tourists; on the other hand, the theme should be as far as possible with the local cultural heritage of the strong degree of relevance.
Features are the life of tourism, which has attracted enough attention from the industry. Characteristics are important, but how to create characteristics of the main decision on two aspects, one is the theme of the choice of novelty, one is the approach to innovation. One of the two must be taken. The expression of old-fashioned, old-fashioned is currently the most serious problem in the planning industry.
Rich content is naturally an important aspect of the formation of attraction, has also attracted enough attention, but the key is rich in content to coincide with the theme, rich in content but very cluttered tourist area is not attractive.
2, the revelation of culture to be profound
The development of man-made tourist areas is, in the end, the development of culture, then the depth of the revelation of culture has a direct impact on the strength of the attraction of the tourist area and the attraction of the speed of attenuation. This is also should cause planners enough attention. Shallow, slapdash is a common phenomenon in the tourism planning industry, which will not only seriously threaten the survival of the tourist area, but also a serious waste of tourism and cultural resources.
(D) Sustainable development and utilization of the market
The opening of a new tourist area often invests a lot of advertising for strong promotions, rapid market speculation, which is the marketing of the tourist area of the commonly used strategies. So the tourist area is often opened at the beginning of the traffic, customers, but with the passage of time quickly decline, showing ups and downs, the phenomenon of the storm, the domestic theme parks are largely so. Academics tend to attribute the cause of this phenomenon to the rapid decline in the attractiveness of theme park products. Of course, the product is one of the important reasons, but the lack of sustainable development of the market awareness is the fundamental reason. The amount of income for expenditure, control promotions, but also can fully pull the market, speculation market, to ensure that the normal operation of the tourist area and a higher return on investment, this is a rational, positive market expansion strategy.
(E) improve secondary consumption, increase per capita consumption
Enriching the content of the tourist area, improve the proportion of active consumption such as food and beverage, shopping, entertainment, etc., and reduce the proportion of passive consumption such as tickets, scientific and reasonable increase in per capita consumption is the eternal theme of the planning and operation of the tourist area. This is also the premise of sustainable development and utilization of the market. But improve the proportion of active consumption can not rely on raising prices, but by enhancing the attractiveness of its consumption, high prices are at the expense of the brand image of the tourist areas, is by no means a long-term solution.
(F) to increase the rate of repeat visits
This has long been emphasized by the industry, but in addition to the conventional approach, for the near market to promote leisure and vacation products, for the long-distance market to promote sightseeing products should become an important technique in the planning of tourist areas.
(VII) scientific pricing
Market size is positively correlated with the local economic level, but the economic level is negatively correlated with the ticket price of the tourist area. So the ticket pricing of tourist areas should be scientific and prudent. Theoretically, the best choice is to adopt a high price strategy at the beginning of the opening period, and reduce the price appropriately after entering the stabilization period. But price reductions have a greater negative impact on the brand of the tourist area, easy to lead to a rapid decline in the number of tourists in the tourist area, the stagnation period, the decline period of the tourist area has the role of adding fuel to the fire, to be very careful.
Four, conclusion
Because the domestic tourism statistics system is not perfect, and some of the data is still the enterprise's confidentiality, the tourist areas of the relevant information is very difficult to collect, so the data used in this paper is not particularly adequate, and some of the data is even quite old. However, this does not prevent us from exploring the formation mechanism of the life cycle of tourist areas. On the other hand, due to the lack of data, the mathematical model of the relationship between the life cycle of the tourist area and the influencing factors is still very rough, which needs further in-depth research by experts and scholars, and the author's paper is only a contribution to the development of the area.
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