Liu Jinxiang
This winter, "Erbin" is very popular. During the just past New Year's Day holiday in 2024, Harbin received more than 3 million tourists, and its total tourism revenue reached nearly 6 billion yuan, making it one of the "top" domestic winter travel destinations. According to the "Notice of the General Office of the Harbin Municipal People's Government on the Arrangements for Some Holidays in Harbin in 2024", the Ice and Snow Festival will be a one-day holiday on January 5, 2024 (Friday). On the 5th, the 40th China Harbin International Ice and Snow Festival will kick off grandly. "Cold resources" have been transformed into "hot economy" in Harbin.
The popularity of the Harbin ice and snow tourism IP is closely related to the government’s careful creation of project products, emphasis on improving the characteristics of cultural tourism, and emphasis on enhancing tourists’ favorability, as well as the low prices and affordable consumption of local ice and snow tourism products. According to many years From observation, the author believes that what is more important is the richness of Harbin’s cultural tourism products and the human culture of the tourism consumption environment.
With the continuous increase in per capita disposable income of urban and rural residents and the gradual increase in leisure time of social members, my country's public demand for tourism has changed from "have it" to "is it good or not". Especially with the continuous expansion of the domestic tourism market, the diversification, personalization, quality and other characteristics of tourism have become increasingly obvious. Tourists not only pay attention to traditional sightseeing tourism projects, but also care about new tourism products such as leisure vacations, cultural experiences, and adventure excitement. They not only pay attention to in-depth tours of scenic spots and landscapes, but also have higher spending on accommodation, catering, transportation, shopping, entertainment and other related consumption. Require.
Harbin studied and judged in advance, seized the opportunity of the continuation of the "Winter Olympics Effect", seized the opportunity of the upcoming "Asian Winter Games" (Harbin is the venue for the 2025 Asian Winter Games), and took advantage of the rich local ice and snow culture to design and timely Make a "combination punch" of ice and snow tourism. It continues to launch a series of high-profile ice and snow tourism flagship brands such as Ice and Snow World, Sun Island Snow Expo, Yabuli Ski Resort, Pingshan Shenlu Ski Resort, Yuquan Hunting Ground, etc., and supports the construction of Central Street and Chinese Baroque Historical and Cultural District. , Saint Sophia Church, Volga Manor, Polar Park, Music Corridor and other internet celebrity check-in places. These diversified ice and snow tourism projects not only realize the common desire of the southern "little golden beans" to enjoy the ice and play in the snow, but also meet the individual needs of tourists to fully experience the style and customs of "Oriental Little Paris".
Not only that, the important competitiveness of tourism lies in the tourism environment supported by humanistic services. If the tourism environment is compared to "climate" and tourists are like "migratory birds", then wherever the tourism environment is good, tourists will fly there. It should also be realized that the quality of a city's tourism environment is not only related to the tourism industry itself, but also determines the image and reputation of a city. In this regard, the popularity of "Erbin" this winter reflects a simple truth: the concept of putting tourists first is the top priority for a city to develop tourism. "Putting customers first, respecting customers, treating customers as friends, and treating customers as relatives" is not only the call of local governments at all levels in Harbin, but also a conscious action of relevant departments and the general public. From the cessation of the "ticket refund" scandal to the frankness of "A Letter to the People of Harbin", from the opening of major bathing centers at low prices around the clock to the symphony moving into shopping malls for performances, from private cars picking up tourists for free to the two-way opening of Metro Line 2 Free access, from volunteers delivering brown sugar water to tourists queuing up to vendors saying "Princess/Prince please..." in a "clip sound", citizens also promised to "don't go to restaurants or take a shower, don't drive broken cars around the streets, and have..." Tourists need to say hello and provide free guides, etc. This series of heart-warming measures have continued to raise the "temperature" of Bingcheng people's hospitality.
The emergence of "Erbin" provides three inspirations for other cities hoping to develop tourism:
First, expand the supply of high-quality tourism products.Taking ice and snow tourism as an example, high-latitude cities with ice and snow tourism as the leading industry can actively launch characteristic, high-quality, and complex ice and snow tourism routes, create a number of ice and snow tourism destinations with different styles and complementary advantages, and focus on developing small-scale tourism. We will develop high-quality ice and snow tourism products that are group-based, customized, and social, and avoid low-level, single, and homogeneous phenomena to the greatest extent.
The second is to create a new cultural tourism consumption cluster. Tourism is a very long industrial chain involving food, accommodation, travel, shopping and entertainment. It needs to adhere to overall development and diversified co-construction, and accelerate the development of supporting industries such as catering, accommodation, entertainment, shopping, leisure, and transportation, as well as museums, art galleries, and art galleries. and other public services, stringing beads into chains, dots into lines, and connections into films, enriching the tourism industry, optimizing consumption scenarios, building tourism management and service platforms, consolidating tourism infrastructure, and forming a systematic, complete, and efficient service system .
The third is to create a tourism business and consumption environment that is honest, harmonious and orderly. It is necessary to establish a development concept that puts enterprises first and tourists first, optimize the approval process, and provide cultural tourism enterprises with a relaxed business environment and efficient service supply. Advocate the service concept of "everyone is a tourism image and everyone is a tourism business card", build a new supervision mechanism based on credit, strengthen honest management and civilized services, and use Internet technology and intelligent facilities to continuously improve the quality of tourism services and quality, so that tourists can eat with peace of mind, live with peace of mind, travel smoothly, travel comfortably, shop with satisfaction, and be entertained happily, and turn "first-time customers" into "repeat customers". Strengthen industry supervision, guide industry self-discipline, severely punish illegal activities such as "falsifying orders" and "fictitious evaluations" in accordance with the law, vigorously control chaos, continue to standardize the price order of scenic spots, catering, accommodation, entertainment, shopping, transportation and other links to ensure safety and security. Safeguard the legitimate rights and interests of tourists. (The author is a distinguished researcher at the Research Center of Theoretical System of Socialism with Chinese Characteristics in Heilongjiang Province) ▲
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