中国旅游业复苏研究:理论框架、趋势特征与对策建议  

Research on the Recovery of China's Tourism Industry:Theoretical Framework,Trends'Characteristics,and Suggestions

作　　者：宋瑞[1] 冯珺 Song Rui;Feng Jun(Business School,University of Chinese Academy of Social Sciences,Beijing 102488,China;Business School of Sports,Beijing Sport University,Beijing 100084,China;Beijing Winter Olympics Culture and Ice&Snow Sports Development Research Base,Beijing 100084,China)

机构地区：[1]中国社会科学院大学商学院,北京102488 [2]北京体育大学体育商学院,北京100084 [3]北京市冬奥文化与冰雪运动发展研究基地,北京100084

出　　处：《旅游论坛》2024年第3期1-12,共12页Tourism Forum

基　　金：北京市社会科学基金决策咨询项目“京张体育文化旅游带建设研究”(22JCC064)资助。

摘　　要：新冠疫情防控转段后,中国经济正在恢复发展,旅游市场在其中发挥了独特的作用。在此背景下,文章对疫情转段后我国旅游业复苏态势作出学理解释,并分别利用官方统计数据与第一手调查数据加以分析。研究显示:旅游业复苏的宏观趋势是国内旅游市场成为复苏主力,重要节假日市场带动整体复苏,入境旅游市场复苏形势优于出境旅游;旅游业复苏的微观特征为个人及家庭旅游消费明显回暖,自然观光游等产品更受青睐,旅游信息获取主要依赖线上平台,旅游交通和目的地信息等公共服务较受关注,游客整体满意度高但购物和旅行社评价偏低;旅游业复苏面临的主要问题为旅游时间高度集中于法定节假日,旅游消费结构不均衡,行业复苏基础不牢固,市场预期需进一步增强。为此,短期内要巩固扩大旅游市场复苏趋势,长期要培育旅游业新质生产力,以人民为中心实现旅游业价值,并针对痛点和堵点优化治理环境。With the recovery of China's economic development and the changes in the stages of COVID-19 epidemic prevention and control,it is of great significance to scientifically judge the recovery situation of China's short-term and long-term tourism industry.This article establishes a framework that combines theory and practice,and provides an academic explanation of the recovery of China's tourism industry after the changes in the stages of COVID-19 epidemic prevention and control.On this basis,this article uses public and survey data to form some analysis and findings.Firstly,the macro-trends of the recovery of tourism industry include that the domestic tourism market has become the main force of recovery;the important holiday market drives the overall recovery,and the recovery situation of the inbound tourism market is better than that of the outbound tourism.Secondly,the micro-characteristics of the recovery of tourism industry include the obvious recovery of individual and family tourism consumption,the greater popularity of natural sightseeing tours and other products,the main reliance on online platforms for obtaining tourism information,the higher attention paid to public services such as tourism transportation and destination information,and the high overall satisfaction of tourists but low evaluation of shopping and travel agencies.Thirdly,the recovery of China's tourism industry is facing problems such as excessive concentration of tourism time on statutory holidays,imbalanced structure of tourism consumption,weak foundation of tourism industry recovery,and the need for further enhancement of tourism market expectations.This article provides suggestions for consolidating and expanding the recovery trend of the tourism market in the short term,cultivating new quality productivity in the tourism industry in the long term,realizing the value of the tourism industry through the people-centered principle,and optimizing the governance environment for the pain points and bottlenecks of the tourism industry.

关 键 词：旅游业复苏 旅游消费市场 旅游复苏趋势与特征 中国旅游业 

分 类 号：F592[经济管理—旅游管理]