Save a small vacation, take a comfortable trip and enjoy quality services. In modern times, the travel desires of tourists present diverse needs, and scenic spots continue to launch diverse programs to meet the needs of destination management and marketing, of which “Internet+” is the desired means of optimization.From online reservation to “one machine tour”, from online consumption to online marketing, “Internet + tourism” has long existed in people’s travel life. However, compared to the degree of attention and investment, the response of tourists is mixed. Where is the new windfall of “Internet + tourism”? How to grasp the new opportunities for high-quality development? The industry is still desperately seeking answers.
Improve the quality and efficiency of the “Internet + tourism” how to understand? The Ministry of Culture and Tourism, the National Development and Reform Commission and other ten departments jointly issued a “deepening the” Internet + tourism “to promote the high-quality development of tourism views,” positioning tourism quality development, put forward five basic principles, eight key tasks. 2021 government work report proposed: The government’s work report for 2021 proposes to “make good use of the ‘Internet+’ to promote wider and deeper integration between online and offline, develop new business models and provide more convenient and comfortable services and products for consumers.” “Fourteenth Five-Year Plan” in the “digital application scene” column clearly “intelligent cultural tourism” construction content. Tourism industry digital transformation development repeatedly get policy support, “Internet + tourism” prospect by the industry optimistic.
In recent years, around the force of intelligent tourism construction does produce certain results, many scenic spots have improved the level of intelligence. “Cloud tourism” from the new crown pneumonia epidemic forced to take the initiative, but also developed some new business model. But the reality of the various aspects of tourism is not as good as it should be, but also repeatedly remind the industry: riding on the east wind of the technological revolution and industrial change, improve quality and quantity, so that the “Internet + tourism” off the virtual to the real, and really produce multiplier effect there is still a long way to go.
For example, some scenic spots newly launched face recognition technology, but brush face is far from the brush health code or ID card time to come quickly, tourists queuing time is longer. Many scenic spots reservation management system “hindsight”, tourists arrived only to notify the flow restrictions. Some scenic spots several digital upgrades have ignored the needs of special groups, elderly groups, disabled groups are still “left out”.
If tourists are in the so-called intelligent scenic spot, still trapped in a long wait, suffering from the crowd noise, it is inevitable to question the effect of the new technology, the attractiveness of the scenic spot is also afraid to be greatly reduced.
In the recently held national “Internet + tourism” development forum, the relevant person in charge of the Ministry of Culture and Tourism said: “In the face of the full arrival of the digital age and the country to speed up the digital economy, digital society and digital government construction deployment, we need to have a clear understanding of ‘Internet + tourism’ development direction to have an accurate grasp, while combining the needs of the residents’ consumption upgrade, to guide the industry to develop with the trend.”
During the forum, the relevant person in charge of the Ministry of Culture and Tourism elaborated on the direction, guidance and methods of the future development of intelligent tourism: to accelerate the development of intelligent tourism characterized by digitalization, networking and intelligence, it is necessary to accurately grasp the development direction of “Internet + tourism”, actively integrate into the new smart city and digital countryside construction, and open up Data silos; to enhance the convenience and improve the service experience as a guide to tourism public service model innovation, for the elderly and other special groups to develop special applications and interfaces; accelerate the development of online and offline integration, so that cultural and tourism resources with digital technology “live”, to promote the quality of tourism consumption upgrade.
The forum’s response was enthusiastic, and what is more noteworthy is that all parties no longer focus only on digital infrastructure, but look at the current situation more rationally, clarify the focus, and prepare fully to meet the challenges again.
Platform to build “Internet + tourism” service for what? The foundation of “Internet+Tourism” is the digitization of the workflow and the Internetization of the consumption chain. In the initial stage, the tourism industry spent a lot of effort to build a digital platform, “high” hardware and software stand, how effective? There are tourism practitioners laughing Kan: spend a lot of money to buy furnishings – the government has a policy-oriented, scenic spots to purchase a digital screen, online exclusive App, the results of the collection, analysis, digital presentation of third-party data, looks like a decent “intelligent command system “, in fact, “hollow brainless”, and the scenic area has little to do with the tourists did not benefit much, but to the fancy packaging technology program suppliers to do the graft.
At this stage, the “Internet + tourism” landing implementation has produced a gap. On the one hand, “a machine tour” “a code tour” everywhere, for tourists to enjoy diversified experiences and services to provide the possibility. On the other hand, the use of the platform is not high enough, there are still different degrees of “heavy construction, light operation” “heavy face, light effectiveness” and other problems, not only failed to significantly increase the economic value, but also failed to give full play to the role of the public service platform. Some areas still have the mentality of “once built, once and for all,” and although the hardware is updated, the management mindset has not yet been converted in a timely manner, and it cannot really take the initiative to familiarize itself with the laws of the Internet industry and use it for its own benefit.
“Tourism integration of public services and market value in one, requiring government participation, but in which link to intervene, how to grasp the degree, how to adjust the positioning, very test of governance wisdom.” In terms of technology application, Zeng Bowei, secretary-general of the Leisure and Vacation Branch of the China Tourism Association and professor at the School of Tourism of Beijing Union University, believes that although tourism is not the place where the original technology was generated, it can become an important area for modern technology application. In particular, it is necessary to guard against “technology for technology’s sake”, to prevent technology from becoming ornamental or duplicate construction, disconnected from actual needs. Only when 5G technology, big data, artificial intelligence, blockchain and other mature technologies are effectively used to enrich tourism experience, increase tourism consumption, promote cultural and tourism integration, improve service efficiency and optimize tourism governance, the role of technology in the tourism sector can be truly highlighted.
