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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 have appeared. Different destination cities have their own distinctive development paths and modes. But generally speaking, the development of China's summer tourism industry is still in the development and cultivation period, which shows that the strategic height of summer tourism is not enough, and often stays in the tourism sector and seasonal product level. In the market, summer tourism strengthens the advantage of the destination's summer climate, virtually inhibits or even negates the tourism suitability of other seasons, and the "negative effect" regulation pressure is great. The summer economy has taken shape, but the tourism industry attributes of summer tourism are not fully understood, thinking that summer tourism is "relying on the sky to eat", which is actually manifested as "climate is an objective advantage, but tourism is a short board". The industrial structure of the summer economy is single, the summer tourism, summer tourism real estate, tourism transportation and other industries are well developed, and other extended industries such as summer rest and recuperation, anti-season agriculture lag behind; Summer tourism products lack characteristics, often the simple reorganization of existing routes and products, can not reflect the professional summer. Based on this, the 2014 report takes "market cultivation and professional guidance" as the keyword of this year.
In the summer of 2014, the temperature in most parts of the country was close to or higher than the same period of the year, and the number of days with high temperature (35℃) in the southeast of Chongqing, the southwest of Hubei and the north of Hunan was more than the same period of the year. Research shows that in 2014, the summer tourism market demand is strong, and with the early arrival of summer, the demand is ahead of schedule. "Family tour" is the main form of summer travel. When residents choose summer vacation, they mainly choose short distance and combine long and short distance. At the same time, from the perspective of summer tourism development, the brand influence of summer city is insufficient, and the development and publicity are not enough.
From the supply level, local governments, tourism authorities, tourism and related enterprises have realized the market value of summer tourism. Local governments have launched various summer activities, tourism companies have launched a variety of summer routes and products, a variety of summer tourism strategies are overwhelming, aviation companies have opened more routes and flights, meteorological service departments have carried out targeted meteorological services, and the media have actively publicized and guided.
XX recommendations: First, summer tourism destination cities should enhance the understanding of the value and importance of tourism climate resources, grasp the "cool" machine, and strive to build summer tourism destinations and brands.
Second, the tourism authorities and enterprises should correctly understand the tourism industry attributes of summer tourism, scientific and reasonable planning, and formulate summer tourism management and service standards, professional guidance. The national, medium and long distance, 3-5 days or more of the summer base and the short distance, 2-3 days of summer leisure holiday destination combined. Planning several types of summer tourism special products and routes is not just a simple reorganization and packaging of existing products. Some cross-regional integrated development of summer tourism routes and products are a good choice, such as the Yellow River thousands of miles of style summer tourism line, Heilongjiang - Jilin Lake (Jingpo Lake, Wudalianchi) Guangshan (Changbai Mountain) color summer tourism line. Summer tourism can not be expected to "rely on heaven", tourism authorities in strengthening the supply of summer tourism industry, improve the quality of summer tourism service and destination safety to do more guidance. The media should cooperate and do a good job in the promotion and publicity of summer tourism destinations. At the same time, the tourism authorities and meteorological departments should strengthen the joint, timely and accurate provision of tourism public meteorological services, so that tourists can choose summer tourism destinations and have a clear idea of the safety risk of destinations. In addition, the current tourism statistics are mainly carried out by season and month, it is suggested that summer tourism destinations should carry out tourism statistics by season and month, so as to provide a basis for fully grasping the law of summer tourism market.
Third, extend the summer industry chain, develop the broad summer economy, the future development should jump to a broader connotation, from a single, narrow summer tourism to the broad summer economy of health, health care, festivals and exhibitions and other sectors of the joint development, forming a summer tourism as the core, integrated resources, before and after correlation, high level of industrial chain. Thus, the overall benefit can be obtained on the basis of functional complementarity.
Fourth, strengthen the construction of infrastructure, improve the service guarantee ability, especially the summer tourist season, the price is high, cheating, poor service quality and other problems will surface, to strengthen market supervision and tourism law enforcement, improve tourist satisfaction; Strengthen the security of the elderly, and provide strong protection in medical services, food hygiene, information services and other aspects. Strengthen public meteorological services for tourism and provide accurate meteorological information in a timely manner.
