文旅融合背景下海南国际旅游消费中心的定位问题
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摘要
中共中央国务院在近期发布了有关海南自由贸易港建设的指导意见,引起社会各界广泛反响。海南也由此面临新一轮的发展契机。在该文件中,国家把建设海南"国际旅游消费中心"作为海南自贸港建设的4大战略定位之一。为此,文章从2009年海南国际旅游岛建设以来的发展过程的角度,探讨了在新的国家战略中寻求旅游发展重新定位的必要性和实现路径。文章探讨了海南旅游发展中旅游基础设施建设与旅游吸引物打造过程中呈现的"剪刀差"现象,探讨了海南旅游发展"新定位、再出发"所应处理好的八大关系,进而提出了旅游发展定位所应遵循的概念框架以及可以采取的技术路线。
The Central Committee of the Communist Party of China recently issued guidance on the construction of Hainan Free Trade Port, which has aroused widespread response from all walks of life.Hainan is also facing a new round of development opportunities. In this document, the state regards the construction of "Hainan International Tourism Consumption Center" as one of the four strategic orientations for the construction of Hainan Free Trade Port, and it is also the only one strategy corresponding to the industrial form, which requires Hainan to implement the strategy of tourism development as the leading tactics at the practical level. At present stage, however, there is still a lack of discussion on the top-level design of Hainan International Tourism Consumption Center. To this end,this paper explores the reorientation and restarting strategy of tourism development under the background of the issuing of the new national strategy. Firstly, discusses the phenomenon of"scissors difference" from the perspective of the development process since the construction of Hainan International Tourism Island in 2009.That is, in terms of tourism reception, especially in the areas of infrastructure, tourism facilities and tourism services, Hainan is continuous improving, whereas in the development of tourism products to attract inbound tourists, there has been a lack of clear theme positioning and overall strategy. Secondly, this paper puts forward the eight relations that should be handled in "new positioning, restarting"of Hainan tourism development, that is: the relationship between the construction of the Free Trade Port and the construction of the International Tourism Consumption Center, the relationship between tourism and other industries, the relationship between international tourism and domestic tourism, the relationship between sightseeing and vacation tourism and health endowment industry, the relationship between urban tourism, rural tourism and marine tourism, the relationship between tradition, modernity and post-modernity in the concept of landscape creation, the competitive relationship between Haikou city tourism and Sanya city tourism, the relationship between the construction of infrastructure, tourism infrastructure and the core tourism attraction building. Then this paper proposes the conceptual framework that should be followed in the orientation of Hainan tourism development, which mainly referring to the "vibrant Hainan" to gradually get rid of the negative atmosphere created by recuperation, aging and disease. Finally, this paper comes up with the technical route that can be taken in the construction of Hainan International Consumption Center, which contains five principles:"integration of culture and tourism","priority of protection","quality first","characteristic dominating","structural optimization".
The Central Committee of the Communist Party of China recently issued guidance on the construction of Hainan Free Trade Port, which has aroused widespread response from all walks of life.Hainan is also facing a new round of development opportunities. In this document, the state regards the construction of "Hainan International Tourism Consumption Center" as one of the four strategic orientations for the construction of Hainan Free Trade Port, and it is also the only one strategy corresponding to the industrial form, which requires Hainan to implement the strategy of tourism development as the leading tactics at the practical level. At present stage, however, there is still a lack of discussion on the top-level design of Hainan International Tourism Consumption Center. To this end,this paper explores the reorientation and restarting strategy of tourism development under the background of the issuing of the new national strategy. Firstly, discusses the phenomenon of"scissors difference" from the perspective of the development process since the construction of Hainan International Tourism Island in 2009.That is, in terms of tourism reception, especially in the areas of infrastructure, tourism facilities and tourism services, Hainan is continuous improving, whereas in the development of tourism products to attract inbound tourists, there has been a lack of clear theme positioning and overall strategy. Secondly, this paper puts forward the eight relations that should be handled in "new positioning, restarting"of Hainan tourism development, that is: the relationship between the construction of the Free Trade Port and the construction of the International Tourism Consumption Center, the relationship between tourism and other industries, the relationship between international tourism and domestic tourism, the relationship between sightseeing and vacation tourism and health endowment industry, the relationship between urban tourism, rural tourism and marine tourism, the relationship between tradition, modernity and post-modernity in the concept of landscape creation, the competitive relationship between Haikou city tourism and Sanya city tourism, the relationship between the construction of infrastructure, tourism infrastructure and the core tourism attraction building. Then this paper proposes the conceptual framework that should be followed in the orientation of Hainan tourism development, which mainly referring to the "vibrant Hainan" to gradually get rid of the negative atmosphere created by recuperation, aging and disease. Finally, this paper comes up with the technical route that can be taken in the construction of Hainan International Consumption Center, which contains five principles:"integration of culture and tourism","priority of protection","quality first","characteristic dominating","structural optimization".
引文
[1]ZHANG Yu.Thirtysomething:Hainan welcomes new historical opportunities[EB/OL].https://wallstreetcn.com/articles/3281226.2018-04-16.[张瑜.三十而立:海南迎来新的历史机遇[EB/OL].https://wallstreetcn.com/articles/3281226.2018-04-16.]
[2]RAO Yong.Elite labor immigration and marginalization of local community in tourism development:A case study of Sanya City,China[J].Tourism Tribune,2013,28(1):46-53.[饶勇.旅游开发背景下的精英劳动力迁入与本地社区边缘化--以海南三亚为例[J].旅游学刊,2013,28(1):46-53.]?0
[3]SUN Jiuxia,CHEN Hao.The influence of tourism on the relationship of ethnic groups in destinations:Taking the Hui people as an example[J].Thinking,2011,37(6):25-30.[孙九霞,陈浩.旅游对目的地社区族群关系的影响--以海南三亚回族为例[J].思想战线,2011,37(6):25-30.]
[4]LIU Jun.Hainan residents’perception and attitude towards the policy impact of international tourism island[J].Tourism Tribune,2011,26(6):21-28.[刘俊.海南居民对国际旅游岛政策影响的感知及态度[J].旅游学刊,2011,26(6):21-28.]
[5]XU Jingxuan,FU Guoji,LIU Mulian,et al.Tourism crisis early warning mechanism engineering construction in Hainan Province based on chaos theory[J].Resource Development&Market,2012,28(1):80-82.[徐婧璇,符国基,刘木莲,等.基于混沌理论的海南旅游业危机预警机制构建[J].资源开发与市场,2012,28(1):80-82.]
[6]RAO Yong,HUANG Fucai.On adverse selection and repeated games in tourism market:A case of Hainan tourism industry[J].Tourism Tribune,2006,21(6):33-38.[饶勇,黄福才.旅游市场中的逆向选择和重复博弈--以海南旅游业为例[J].旅游学刊,2006,21(6):33-38.]
[7]HUANG Jialing,XU Honggang,DAI Shanshan,et al.Aresearch on tourists’ecological awareness based on differences in social properties and travel experiences:A case study of visitors to Hainan[J].Tourism Science,2011,25(6):46-54,92.[黄家玲,徐红罡,代姗姗,等.基于社会属性和旅游经历的旅游者生态意识研究--以海南旅游者为例[J].旅游科学,2011,25(6):46-54,92.]
[8]JIE Qiuyun,FU Guoji,LIU Mulian,et al.Research on tourism water resources carrying capacity engineering in Hainan Province[J].Systems Engineering Procedia,2011,(1):384-391.
[9]XIE P F.The bamboo-beating dance in Hainan,China:authenticity and commodification[J].Journal of Sustainable Tourism,2010,11(1):5-16.
[10]XIE P F,WALL G.Visitors.perceptions of authenticity at cultural attractions in Hainan,China[J].International Journal of Tourism Research,2002,4(5):353-366.
[11]SONG Zibin,AN Yingmin,ZHENG Pei.An IPA analysis of tourism destination image:A case study of Xi’an residents’perception on the tourism destination image of Hainan,China[J].Tourism Tribune,2006,21(10):26-32.[宋子斌,安应民,郑佩.旅游目的地形象之IPA分析--以西安居民对海南旅游目的地形象感知为例[J].旅游学刊,2006,21(10):26-32.]
[12]CHEN Haibo,TANG Lamei,XU Chunxiao.A study of the motivations of repeat visitors in island resorts and its market segmentation:A case study of Hainan[J].Tourism Science,2015,29(6):68-80.[陈海波,汤腊梅,许春晓.海岛度假旅游地重游者动机及其市场细分研究--以海南国际旅游岛为例[J].旅游科学,2015,29(6):68-80.]
[13]SUN Xiaoxia,CHI Christina Geng-Qing,XU Honggang.Developing destination loyalty:The case of Hainan Island[J].Annals of Tourism Research,2013,43(4):547-577.
[14]ZHANG Jingyong,WU Lingyun.Modulation of the urban heat island by the tourism during the Chinese New Year holiday:Acase study in Sanya City,Hainan Province of China[J].Earth Sciences,2015,60(17):1543-1546
[15]XIE P F.Managing Aboriginal Tourism in Hainan,China:Government Perspectives[J].Annals of Leisure Research,2003,6(3):278-299.
[16]XIE P F.Developing Ethnic Tourism in a Diaspora Community:The Indonesian Village on Hainan Island,China[J].Asia Pacific Journal of Tourism Research,2010,15(3):367-382.
[17]LI Y P.Exploring community tourism in China:The case of Nanshan Cultural Tourism Zone[J].Journal of Sustainable Tourism,2004,12(3):175-193.
[18]LI Y P.Development of the Nanshan Cultural Tourism Zone in Hainan,China:Achievements made and issues to be resolved[J].Tourism Geographies,2003,5(4):436-445.
[19]WEI H,WALL G.Tour guide management in Hainan,China:Problems,implications and solutions[J].Asia Pacific Journal of Tourism Research,2013,18(3):205-219.
[20]ZHOU Wei.Land-Sea coordination and Blue-Green interaction in the construction of Hainan international tourism island[J].Journal of Hainan University:Humanities&Social Sciences Edition,2017,35(5):142-148.[周伟.海南国际旅游岛建设的“陆海统筹”与“蓝绿互动”[J].海南大学学报:人文社会科学版,2017,35(5):142-148.]
[21]ZHANG Hui,TANG Jianrong.The strategic positioning and development approach of Hainan tourism industry-Based on the analysis of the construction of international tourism island[J].China Business&Trade,2010,(22):184-186.[张慧,唐建荣.海南旅游业的战略定位及发展途径--基于国际旅游岛建设背景下的分析[J].中国商贸,2010,(22):184-186.]
[22]WANG Yu.On the positioning of tourism image of Hainan international tourism island[J].Journal of Commercial Economics,2011,(17):141-142.[王珏.海南国际旅游岛旅游形象定位刍议[J].商业时代,2011,(17):141-142.]
[23]ZHAO Limin.The placement and orientation of Hainan tourism[J].Journal of Northwest University:Philosophy and Social Science Edition,2001,31(2):56-60.[赵立民.海南旅游业的定位及走向[J].西北大学学报:哲学社会科学版,2001,31(2):56-60.]
[24]DENG Taotao,ZOU Guangyong,MA Mulan.Has international tourism destination strategy improved the level of international tourism in Hainan?A policy evaluation based on the differencein-difference method[J].Economic Management,2016,38(7):147-155.[邓涛涛,邹光勇,马木兰.国际旅游岛战略提升了海南旅游业国际化水平吗?--基于双重差分方法的政策效果评估[J].经济管理,2016,38(7):147-155.]
[25]LI Shaojun.Thrity years in Hainan:Celebration and new chapters-Theme analysis[EB/OL].https://wallstreetcn.com/articles/3060787,2018-01-29.[李少君.海南三十年:庆典与新篇-主题解析[EB/OL].https://wallstreetcn.com/articles/3060787,2018-01-29.]
[2]RAO Yong.Elite labor immigration and marginalization of local community in tourism development:A case study of Sanya City,China[J].Tourism Tribune,2013,28(1):46-53.[饶勇.旅游开发背景下的精英劳动力迁入与本地社区边缘化--以海南三亚为例[J].旅游学刊,2013,28(1):46-53.]?0
[3]SUN Jiuxia,CHEN Hao.The influence of tourism on the relationship of ethnic groups in destinations:Taking the Hui people as an example[J].Thinking,2011,37(6):25-30.[孙九霞,陈浩.旅游对目的地社区族群关系的影响--以海南三亚回族为例[J].思想战线,2011,37(6):25-30.]
[4]LIU Jun.Hainan residents’perception and attitude towards the policy impact of international tourism island[J].Tourism Tribune,2011,26(6):21-28.[刘俊.海南居民对国际旅游岛政策影响的感知及态度[J].旅游学刊,2011,26(6):21-28.]
[5]XU Jingxuan,FU Guoji,LIU Mulian,et al.Tourism crisis early warning mechanism engineering construction in Hainan Province based on chaos theory[J].Resource Development&Market,2012,28(1):80-82.[徐婧璇,符国基,刘木莲,等.基于混沌理论的海南旅游业危机预警机制构建[J].资源开发与市场,2012,28(1):80-82.]
[6]RAO Yong,HUANG Fucai.On adverse selection and repeated games in tourism market:A case of Hainan tourism industry[J].Tourism Tribune,2006,21(6):33-38.[饶勇,黄福才.旅游市场中的逆向选择和重复博弈--以海南旅游业为例[J].旅游学刊,2006,21(6):33-38.]
[7]HUANG Jialing,XU Honggang,DAI Shanshan,et al.Aresearch on tourists’ecological awareness based on differences in social properties and travel experiences:A case study of visitors to Hainan[J].Tourism Science,2011,25(6):46-54,92.[黄家玲,徐红罡,代姗姗,等.基于社会属性和旅游经历的旅游者生态意识研究--以海南旅游者为例[J].旅游科学,2011,25(6):46-54,92.]
[8]JIE Qiuyun,FU Guoji,LIU Mulian,et al.Research on tourism water resources carrying capacity engineering in Hainan Province[J].Systems Engineering Procedia,2011,(1):384-391.
[9]XIE P F.The bamboo-beating dance in Hainan,China:authenticity and commodification[J].Journal of Sustainable Tourism,2010,11(1):5-16.
[10]XIE P F,WALL G.Visitors.perceptions of authenticity at cultural attractions in Hainan,China[J].International Journal of Tourism Research,2002,4(5):353-366.
[11]SONG Zibin,AN Yingmin,ZHENG Pei.An IPA analysis of tourism destination image:A case study of Xi’an residents’perception on the tourism destination image of Hainan,China[J].Tourism Tribune,2006,21(10):26-32.[宋子斌,安应民,郑佩.旅游目的地形象之IPA分析--以西安居民对海南旅游目的地形象感知为例[J].旅游学刊,2006,21(10):26-32.]
[12]CHEN Haibo,TANG Lamei,XU Chunxiao.A study of the motivations of repeat visitors in island resorts and its market segmentation:A case study of Hainan[J].Tourism Science,2015,29(6):68-80.[陈海波,汤腊梅,许春晓.海岛度假旅游地重游者动机及其市场细分研究--以海南国际旅游岛为例[J].旅游科学,2015,29(6):68-80.]
[13]SUN Xiaoxia,CHI Christina Geng-Qing,XU Honggang.Developing destination loyalty:The case of Hainan Island[J].Annals of Tourism Research,2013,43(4):547-577.
[14]ZHANG Jingyong,WU Lingyun.Modulation of the urban heat island by the tourism during the Chinese New Year holiday:Acase study in Sanya City,Hainan Province of China[J].Earth Sciences,2015,60(17):1543-1546
[15]XIE P F.Managing Aboriginal Tourism in Hainan,China:Government Perspectives[J].Annals of Leisure Research,2003,6(3):278-299.
[16]XIE P F.Developing Ethnic Tourism in a Diaspora Community:The Indonesian Village on Hainan Island,China[J].Asia Pacific Journal of Tourism Research,2010,15(3):367-382.
[17]LI Y P.Exploring community tourism in China:The case of Nanshan Cultural Tourism Zone[J].Journal of Sustainable Tourism,2004,12(3):175-193.
[18]LI Y P.Development of the Nanshan Cultural Tourism Zone in Hainan,China:Achievements made and issues to be resolved[J].Tourism Geographies,2003,5(4):436-445.
[19]WEI H,WALL G.Tour guide management in Hainan,China:Problems,implications and solutions[J].Asia Pacific Journal of Tourism Research,2013,18(3):205-219.
[20]ZHOU Wei.Land-Sea coordination and Blue-Green interaction in the construction of Hainan international tourism island[J].Journal of Hainan University:Humanities&Social Sciences Edition,2017,35(5):142-148.[周伟.海南国际旅游岛建设的“陆海统筹”与“蓝绿互动”[J].海南大学学报:人文社会科学版,2017,35(5):142-148.]
[21]ZHANG Hui,TANG Jianrong.The strategic positioning and development approach of Hainan tourism industry-Based on the analysis of the construction of international tourism island[J].China Business&Trade,2010,(22):184-186.[张慧,唐建荣.海南旅游业的战略定位及发展途径--基于国际旅游岛建设背景下的分析[J].中国商贸,2010,(22):184-186.]
[22]WANG Yu.On the positioning of tourism image of Hainan international tourism island[J].Journal of Commercial Economics,2011,(17):141-142.[王珏.海南国际旅游岛旅游形象定位刍议[J].商业时代,2011,(17):141-142.]
[23]ZHAO Limin.The placement and orientation of Hainan tourism[J].Journal of Northwest University:Philosophy and Social Science Edition,2001,31(2):56-60.[赵立民.海南旅游业的定位及走向[J].西北大学学报:哲学社会科学版,2001,31(2):56-60.]
[24]DENG Taotao,ZOU Guangyong,MA Mulan.Has international tourism destination strategy improved the level of international tourism in Hainan?A policy evaluation based on the differencein-difference method[J].Economic Management,2016,38(7):147-155.[邓涛涛,邹光勇,马木兰.国际旅游岛战略提升了海南旅游业国际化水平吗?--基于双重差分方法的政策效果评估[J].经济管理,2016,38(7):147-155.]
[25]LI Shaojun.Thrity years in Hainan:Celebration and new chapters-Theme analysis[EB/OL].https://wallstreetcn.com/articles/3060787,2018-01-29.[李少君.海南三十年:庆典与新篇-主题解析[EB/OL].https://wallstreetcn.com/articles/3060787,2018-01-29.]