Summer tourism should grasp the market cultivation and professional guidance of Tianci cooler

According to the development of summer tourism in 2013, it is believed that the national summer tourism market has initially formed, and the economic benefits of summer tourism are obvious; Different destination cities have their own development paths and models. But on the whole, the development of China's summer tourism industry is still in the period of development and cultivation, which is manifested by the insufficient strategic height of summer tourism, often staying at the level of tourism departments and seasonal products; Summer tourism strengthens the advantage of the summer climate of the destination in the market, virtually suppresses or even negates the tourism suitability of other seasons, and the "negative effect" has great regulatory pressure; The rudiment of the summer resort economy appears, but the understanding of the tourism industry attribute of the summer resort tourism is not sufficient. It is believed that the summer resort tourism is "relying on the weather", which is actually shown as "climate is an objective advantage, but tourism is a short board"; The industrial structure of the summer economy is single, and the industries such as summer tourism, summer tourism real estate, tourism and transportation are well developed, while other extended industries such as summer vacation and recuperation, anti-season agriculture are lagging behind; The summer resort tourism products lack characteristics, which are often the simple reorganization of existing routes and products, and can not reflect the professionalism of summer resort. Based on this, the 2014 report took "market cultivation and professional guidance" as the key word of this year.

In the summer of 2014, the temperature in most parts of the country was close to the same period of the year or higher, and the number of days with high temperature (35 ℃) in the southeast of Chongqing, southwest of Hubei and northern Hunan was higher than that in the same period of the year. The research shows that the demand of summer tourism market was strong in 2014, and with the arrival of summer ahead of schedule, the demand was ahead of schedule. "Family tour" is the main form of summer travel. When residents choose to travel in the summer, they mainly take short trips and combine short and long trips. At the same time, from the perspective of the development of summer tourism, the brand influence of summer cities is insufficient, and the development and publicity efforts are insufficient.

From the perspective of supply, local governments, tourism authorities, tourism and related enterprises have realized the market value of summer tourism. Local governments have launched various summer activities, tourism enterprises have launched a variety of summer routes and products, various summer tourism strategies are overwhelming, airlines have increased the number of flights, meteorological service departments have targeted meteorological services, and the media have actively promoted and guided.

《20》 Suggestions: First, the cities of summer tourism destinations should improve their understanding of the value and importance of tourism climate resources, grasp the "cool" opportunity of the heaven, and focus on building summer tourism destinations and brands.

2、 Tourism authorities and enterprises should correctly understand the tourism industry attribute of summer tourism, scientifically and reasonably plan, formulate the management and service standards of summer tourism, and provide professional guidance. Combine national, medium and long distance, more than 3-5 days of summer resort base with short-range, 2-3 days of summer resort destination. The planning of several types of special products and routes for summer tourism is not just a simple reorganization and packaging of existing products. Some cross-regional integrated development of summer tourism routes and products are good choices, such as the Yellow River Qianli style summer tourism line, the Heilongjiang-Jilin Lake (Jingbo Lake, Wudalianchi) Guangshan (Changbai Mountain) color summer tourism line, etc. Summer tourism can not be expected to "rely on the weather", and the tourism authorities should give more guidance in strengthening the industrial supply of summer tourism, improving the quality of summer tourism services and destination safety. The media should cooperate to promote and publicize summer tourism destinations. At the same time, the competent tourism department and the meteorological department should strengthen the cooperation to provide timely and accurate public meteorological services for tourism, so that tourists can have a clear understanding of the choice of summer tourism destinations and the safety risk situation of the destinations. In addition, the current tourism statistics are mainly carried out on a quarterly and monthly basis. It is suggested that summer tourism destinations carry out tourism statistics on a seasonal and monthly basis, so as to provide a basis for fully grasping the laws of the summer tourism market.

3、 Extending the industry chain of summer resort and developing the broad sense of summer resort economy, the future development should leap to a broader connotation, from a single and narrow sense of summer resort tourism to a broad sense of summer resort economy with the coordinated development of multiple industries, such as health care, recuperation and health care, festivals and exhibitions, to form an industrial chain with summer resort tourism as the core, integrating resources, front and back links, and high levels, so as to obtain the overall benefits based on complementary functions.

4、 Strengthen the construction of infrastructure and improve the ability of service guarantee. Especially when the summer tourist season comes, problems such as high prices, cheating and poor service quality will also emerge. We should strengthen market supervision and tourism law enforcement to improve tourist satisfaction; Strengthen the security of the elderly and provide strong guarantees in medical services, food hygiene, information services, etc. Strengthen public meteorological services for tourism and provide accurate meteorological information in time.

Finally, we should highlight the cultural characteristics, strengthen the brand construction of the summer resort city, and enhance the recognition of the city's summer resort image. In terms of publicity, it is particularly necessary to publicize and guide tourists to establish awareness of the important relationship between climate and human health. The driving force of climate on tourism is that some respiratory tract, cardiovascular and cerebrovascular diseases or mental diseases such as depression can be alleviated or controlled through short-term long-distance tourism, which is called climate therapy or transfer therapy abroad. Summer is the high incidence period of cardiovascular and cerebrovascular diseases in the elderly. Therefore, efforts should be made to establish a relationship between the cool climate and the prevention of cardiovascular and cerebrovascular diseases in summer and get market recognition, so that the economy of migratory birds, real estate of migratory birds and tourism climate can really take shape.

Considering that many tourist cities with excellent and comfortable summer climate want to be actively included in the study sample, the China Academy of Tourism and the Public Meteorological Service Center of the China Meteorological Administration plan to launch the observer unit system from 2015, and consider the declaration and naming of summer tourism observation points and the best summer tourism destinations.

The top 15 cities in July 2014 were Harbin, Kunming, Qingdao, Dalian, Guiyang, Yantai, Jilin, Shenyang, Lijiang, Qinhuangdao, Changchun, Chengde, Yanbian, Xining and Taiyuan. The top 15 cities in August were Yantai, Dalian, Harbin, Kunming, Jilin, Guiyang, Hohhot, Qingdao, Qinhuangdao, Shenyang, Yanbian, Changchun, Taiyuan, Xining and Yan'an.