“Hainan International Tourism Island Development Plan” proposed in 2020, Hainan tourism and shopping tourism consumption spending to account for the proportion of up to 40% on the retail shopping tourism contribution rate of 50%. Faced with a huge market potential and market vacancies, how to develop Hainan tourism product? How to make Hainan tourism products with local characteristics? How Hainan given its unique local culture connotation? How to build Hainan brand? The author’s identity with a practitioner, a brief discussion, in order to teach at the elegant home.
Mong Cai Ding not: awkward Hainan tourism commodities sector
A tourist shopping income countries accounted for the proportion of the number of total tourism revenue, reflects the level of development of local tourism. Among the world’s tourism revenue, tourism and shopping revenues accounted for 40-60% of the total tourism revenue; in China, this proportion dropped to 20%; to Hainan, the ratio is as low as 10%. Hainan tourism and shopping tourism has become a “short leg.”
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January 4, 2010, the State Council officially approved the construction of Hainan international tourism island of Hainan tourism since reputation in limelight without the two. According to the survey data, in 2012 the number of overnight visitors in Hainan province received 33,203,700 passengers, an increase of 10.6%, total tourism income of 37.912 billion yuan, an increase of 17%, the relative ratio of the number of tourists is so high and tourism revenue, this should be equally high Tourism revenues are always hesitant shopping. From the sales structure is concerned, Hainan tourism product more affordable products, the lack of local specialty brands. Hainan tourism on the types of goods are buying, Hainan TV station recently interviewed a lot of tourists, most replied that Hainan specialties, such as native of Wenchang Chicken, tropical fruits, coffee, coconut; tourism crafts Island clothing, coconut carving, crystal , pearls, etc., these are the characteristics of Hainan tourism products, but most of the price is not high in the low-end products, the lack of high-end brands, which resulted in the tourism and shopping revenues in tourism revenue can not be a high percentage. Negative effects plus some travel agents and tour guides through zero or negative fare rebates to earn profits and shopping behavior caused by the media after exposure to enlarge, Hainan’s tourism shopping overshadowed, Hainan’s tourism industry is also difficult to have goods great change and development, which in fact is also one of the important reasons why the legalization of tourism in Hainan not prosperous wealth.
Positive trend: the slogan Hainan tourism product
Visit increasingly replaced in the team to travel today, more and more people travel spending, tourism, shopping actually was inversely proportional to the sense of security that this attitude directly affects the income of the tourism and shopping, especially for tourism in Hainan province like this. Throughout Hainan market, tourist attractions shopping mostly standardized enough, sales of products varies greatly, messy varieties, plus mandatory travel shopping tour, is to let visitors for tourism and shopping produce psychological resistance. To promote tourism and shopping consumption, creating ease of shopping tourists, build in line with local characteristics of tourism product has become a top priority.
Able to demonstrate successful cultural tourism commodity charm, able to commemorate and collection of goods behave naturally smooth, causing buyers to purchase the interest and desire to buy. Insiders said that the tourism industry has been integrated with the cultural industries, consumers tourism travel goods taken away so much product, as it is a trip to remember. Therefore, when the tourism product, “Pong” on culture and creativity, its added value will be greatly enhanced. 2013 is the “China Marine Tourism Year”, eighteen proposed construction of “maritime power”, Hainan proposed “Ocean province”, the development of the unique characteristics of Hainan marine tourism product will play resources of the oceans.
In the “Hainan International Tourism Island Development Plan” clearly stated: to speed up the upgrading of the existing leisure travel products, while vigorously develop new tourism products, tourism products constantly digging and rich cultural connotations, and gradually form a seaside holiday oriented, tourism and holiday convergence, special tourism to complement the tourism product structure, the development of tourism in the future, and vigorously promote Hainan tourism product development and clear: will “increase the policy, funding support, guide the development, production and marketing of tourism commodities, foster the formation of a number of leading enterprises in tourism product development.
“Outline” further proposed, according to the market demand, to promote tourism in the area, resort and tourism projects at the same time, efforts to cultivate ten tourism products, shaping and Hainan natural environment and tourism resources to match the tourism brand image, and gradually Hainan formed the core competitiveness of tourism. In addition, to create the most distinctive marine Hainan tourism products, but to build the Li and Miao culture, history, culture, marine culture, overseas Chinese cultural and other products.
Rich in natural resources and unique: Hainan tourism product advantages
As China’s only tropical region in the whole territory of the province, Hainan has a unique ecological resources, types of tourism for the development of many commodities.
Rich in aquatic resources, marine aquaculture in more than 800, there are more than 600 kinds of fish; rich plant resources, Hainan Island has more than 4000 kinds of vascular plants, about 1/7 of the national total, of which more than 630 kinds of peculiar Hainan ; abundant crop resources, the island native tropical plants have more than 3000 kinds of higher economic value of hot, tropical fruits and other characteristics of the rich variety.
In addition to natural conditions, Hainan has a rich and unique tourism product resources. Tropical fruit coconut, coffee, bananas and their derivatives; natural pearls, shells, crystals, giant clams and other seafood; has quality Hainan Ilex, white sand tropical green tea; representatives of ethnic customs Hainan Li Jin , horn carving and other crafts; domestic famous Southern medicine has more than three thousand kinds of plants, is China’s largest drug producing areas in the south, betel nuts, puzzle, Amomum, Morinda four production bases south drugs; has a unique the Li traditional handicrafts and many other resources available to develop ……
In addition, there are unique in the world of Hainan Li and Miao culture, tropical marine culture and tropical ecology culture. The international tourist island of Hainan tourism product brings to the tourist market, with the construction and development of international tourism island of Hainan with high-end features and personalized greeting sent tourism commodities market demand increased year by year.
Local brands: travel goods need to break through the bottleneck
Looking at the Hainan tourism commodity markets, a simple majority of shells, coral, pearl, coconut carving and other simple ethnic craft-based, leading to a serious homogenization of Hainan tourism products, while many other tourist tourism product in Guangxi, Guangdong and other market to buy, do not have strong local characteristics. Truly successful tourism product should be a set of local, national, cultural, commemorative in one product, you must dig deep local content to unique and attractive.
Market conditions suggest that the current homogenization of Hainan tourism product not only serious, but only after a simple primary processing, packaging is simple, but the lack of a wide variety of signs tourism product, there is a great development space in the development. The root cause of this situation is mainly due to the current lack of well-known point of Hainan tourism commodity producers, production companies, mostly small and medium enterprises, a single mode of production, can not afford the high water tourism commodity production risks and costs, can not accurately grasp the Hainan tourism market dynamics, development of tourism products to meet market demand. In addition, SMEs, due to capital chain pressure, producing the product cycle is too short, no ability to dig deep connotation of tourism commodities, weakness and too busy to go to Hainan, the depth of the local culture and tourism products combined, thus create a real “art” .
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To resolve the Hainan tourism product homogeneity, featureless, the problem fundamentally worthless, need to proceed from three aspects.
First, the government should vigorously support. Hainan tourism commodities research base researcher Chen Shui Hung believes that the current bottleneck in Hainan tourism product development is the understanding is not in place; institutional mechanisms to force; lack of big money; lack of mature markets; lack of high-end talent. Currently, into each scenic souvenirs are the same, the industry pointed out to build each with its own characteristics scenic travel products, the need for a standardized platform for enterprise organization and self-discipline needed to support more government policy and funding. Only the government sufficient attention, encouragement, planning, guiding Hainan tourist resort industry to change the current low-end travel goods, cheap, messy pattern, and providing or planning to facilitate ease of shopping, personalized support and promote the development of tourism commodities, while in the next 10-20 years, Hainan to build a number of leading companies in the field of tourism commodities, lay a good competition, but also conducive to sustainability, the scale of the development of the whole industry.
The second is to have a good sales platform. Hainan is now the market visibility and influence of local brands products was not enough, the local specialty brands become Hainan tourism product needs to break through the bottleneck of the transition, so build several brands with local characteristics, so that part of the strong corporate direction leading travel goods, establish Hainan local characteristics of the brand as the current priority of Hainan tourism market, in addition, also consider the unique high-end tourism in Hainan duty-free merchandise entered, or similar high-end platform that would not only help drive the development of the industry, expand local characteristics products influence, while enhancing the image of the international tourist island native played a great role in promoting, but also a major initiative to promote international tourism in Hainan Island.
The third is to build a specialty industrial park. Industry have pointed out, to the depth of excavation Hainan tourism commodity culture, there is not enough cultural connotation, travel goods can only be repeating the development of low-level, in order to avoid vicious competition, to create local specialty brands, doing fine goods. Hainan tourism commodities to scale, branding, in the current market environment, need to explore a new model – tourism commodities industrial park, the scenic shopping sector into the industrial system planning Hainan tourism commodities among the trial to promote “themed attractions – shopping” shopping management model, production processes, wholesale, creative elements and integration, high utilization of Hainan distinctive resources while combining the depth of tourist attractions, it has a study tour , shopping and leisure functions. Tourism commodities appear Industrial Park, will facilitate the integration of Hainan tourism commodity markets, change the current pattern of tourism commodities, while the management of large-scale commodity conducive to enterprise development of tourism in Hainan, Hainan tourism product and can accelerate the industrial development of pace, can largely reduce the tourists shopping insecurities inspire visitors desire to buy, move the current Hainan tourism market of great benefit.
Hainan’s tourism product development and tourism, shopping, an important part of the construction of Hainan International Tourism Island. Recommended by the relevant government departments planning and guidance, increasing support, foster a number of local characteristics of Hainan, has a certain influence travel products famous brands. Hainan tourism with international standards, healthy and orderly development, and actively explore a new model of success, and make due contribution to the international tourism island construction.
