Reverse tourism is both an opportunity and a major challenge for county towns
2024-09-23
The Mid Autumn Festival holiday has just passed, and the National Day holiday is coming soon. Driven by the "Double Festival", the tourism market is booming. Continuing the reverse tourism trend of the May Day holiday, many people choose to avoid popular tourist attractions that attract crowds and seek a relaxed and comfortable travel experience in county towns, which has led to a doubling of cultural and tourism orders in multiple county towns. Taking Yuanzhou District, Yichun City, Jiangxi Province as an example, Mingyue Mountain in Dianwentang Town has become a popular "moon chasing" destination for young people due to its location with the largest drop in Asia's zip line to the moon and the "highest mountain lake in Jiangnan" Moon Lake. Meituan data shows that orders for cultural tourism during the Mid-Autumn Festival in Yichun City rose 326.9% year on year. The trend of reverse tourism to the county town may continue to blow until the National Day holiday. According to data from Tongcheng Travel, the popularity of county-level tourism is expected to continue during the National Day holiday and will overlap with the flow of family visits in county-level cities. As of now, many counties and cities with high demand for train ticket bookings during the National Day holiday are located around central cities or well-known scenic spots. It should be noted that the "out of circle" of county towns is not accidental, but an inevitable phenomenon of the increasingly diversified tourism methods nowadays. Compared to the popular tourist attractions, the interesting and unique tourism resources in the county town give it a unique charm, allowing people who pursue vacation relaxation to find a place to relax and enjoy themselves leisurely. Each unique county town attracts a large number of tourists to "check in" due to its delicious food, or relies on its rich historical and cultural heritage to exert its "magnetic attraction", or attracts visitors with rare beautiful scenery elsewhere... Not only that, in the current pursuit of ultimate cost-effectiveness in consumption, compared to big cities, the lower prices and more comfortable feelings of county towns are also making them more and more "seen". In addition, the upgrading of transportation and other infrastructure has provided necessary support for tourism to the county town. This kind of reverse tourism provides tourists with an additional choice, while also bringing rare opportunities for the development of county cultural tourism, allowing more places to share the dividends of tourism consumption. Faced with strong promotion on social media and the influx of tourists from all directions, whether one can catch this "sky high prosperity" will be a multidimensional test of the county's infrastructure, level of cultural and tourism industry development, and service reception level. In the past, some tourists came to the county for tourism, and there were roast such as "incomplete supporting facilities, non-standard tourism market, unclear charging standards, and messy environment". The tourism experience was not satisfactory. This reflects that some county towns have not been fully prepared in the face of the sudden surge in tourism demand, and have encountered some degree of adaptation difficulties. In the face of this situation, how to transform the temporary popularity into a norm, and how to build short-term "labels" into long-term "symbols" that deeply penetrate people's hearts, are the "must answer questions" facing the county's cultural and tourism industry. On the one hand, if a county wants to gain a place in the competition, it must identify its regional advantages and create its own unique "business card". With the increasing diversity of gameplay, tourism is no longer just a superficial experience, but more focused on immersive and enjoyable experiences. Therefore, it is particularly important to utilize resource endowments, develop tourism products according to local conditions, and open up differentiated, creative, and experiential tracks. On the other hand, it is necessary to strengthen the construction of infrastructure, tourism reception facilities and other "hardware", enhance the supporting facilities of related commercial and service industries, and continue to explore how to enable tourists to enter, stay well and travel conveniently. In addition, to provide tourists with a good experience, a "soft" environment created by high-quality services is essential. In the current emphasis on emotional value, an uncomfortable episode may ruin the mood of the trip, while a thoughtful guide and a tidy street can leave a good impression on tourists, making it possible to revisit. Therefore, we should strengthen our service awareness and provide warm and refined services tailored to the needs of tourists. In short, under the trend of reverse tourism, county tourism has both natural advantages and pain points that need to be resolved. We hope that the county town can seize the opportunity, make up for its shortcomings, and add new coordinates to the tourism map one after another in the process of tourists voting with their feet. (New Society)
Edit：NiChengRan Responsible editor：LiaoXin
Source：Workers' Daily
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