The current situation of the development of tourism service trade in China


  In the context of economic globalization and the new normal, China’s tourism industry will usher in significant opportunities. The continuous expansion of China’s opening to the outside world has provided favorable conditions for China’s tourism industry to play a role on the world stage. The steady growth of urban and rural residents’ income will make tourism enter a growth phase. The policy objectives of expanding domestic demand and accelerating the development of the tertiary industry will also promote the development of the tourism industry.

However, there are some problems in the development of China’s tourism service trade. The phenomenon of tourism trade deficit occurs from time to time, China’s current development in tourism support industries and related industries is relatively weak, the strength is not obvious enough, the national policy support still needs to be improved. In addition, the competition of related enterprises is unprecedentedly fierce. Based on these considerations, this paper carries out an in-depth analysis of specific phenomena and puts forward relevant suggestions on this basis, hoping to improve the current situation of tourism service trade in China.

  Literature Review

  Regarding the development of China’s tourism industry, domestic scholars have launched a series of studies. The direction of the research mainly includes the analysis of the current situation of China’s tourism industry, the comparative analysis of domestic and foreign tourism, the relationship between tourism and economic development, etc., and certain research results have been achieved.

  In summary, the development of China’s tourism industry has certain characteristics, and only by combining the national conditions and the current situation of economic development, can we start the analysis of the causes of the existing problems and propose improvement measures. The article combines the current economic development, analyzes the competitive advantages and disadvantages of tourism in the context of the times, and puts forward effective policy recommendations.

  The current situation of China’s tourism trade development

  1. The overall level of domestic tourism consumption has increased

  In recent years, China’s tourism industry has achieved a huge transformation and become an important part of the country’s economic and social development. Domestic tourism is no longer a closed niche market and has started to transform into a mass market with the largest domestic tourism consumption market in the world. The chart below shows the per capita spending on domestic tourism in China from 2008-2015.

  2. The number of inbound tourism continues to fluctuate and the number of outbound tourism continues to increase

  The tourism industry began to change from the development of inbound tourism to the direction of simultaneous development of inbound and outbound tourism, and the outbound market is more active and has more room for development. Although the development of tourism in China is relatively late, the outbound tourism of Chinese citizens has increased dramatically in recent years, even showing a deficit in tourism services trade in a few years. The following table shows the import and export volume of China’s tourism service trade and its difference in the service trade from 2009 to 2015, it is not difficult to see that the total number of arrivals in China shows a round-trip change of first lowering, then rising and then lowering.

  3.Insufficient government support, limited strength of tourism industry development

  Tourism has developed from a simple hospitality service industry to a comprehensive industry, developing related industries in various fields such as politics, economy, ecology and society, playing an important role in the country’s structural adjustment, expanding domestic demand, stabilizing growth and popularizing people’s livelihood. However, the strength of industrial development is not strong enough and relatively weak due to insufficient national policies. Moreover, a series of perfect laws and regulations have not yet been established, and favorable policies benefiting the tourism industry have not yet been introduced, and the industry will face great resistance in the process of development.

  4. The core competitiveness of tourism service trade is declining

  China’s current stage of tourism theory and practice disconnected phenomenon is serious, tourism industry-university-research combination is not enough, the lack of tourism professionals with a sense of innovation. China’s current level of science and technology is not developed enough, the driving force of innovation is not enough, tourism industry can not get a smooth development. It is due to the lack of innovative spirit, product non-differentiation, backward brand building and publicity awareness, the core competitiveness of domestic tourism service trade is declining. Considering the overall service level of tourism enterprises and the overall quality of practitioners, the poor service capability and service consciousness of enterprises; considering from the perspective of tourism industry, the product characteristics of some tourism areas are not distinctive enough, and the service products of scenic spots are not differentiated, which reduces the consumption desire and purchasing power of inbound tourists; considering from the brand building and publicity, domestic tourism enterprises are limited to the existing resources, lacking the creation of brand Awareness, financial, material and human resources of the basic investment is not enough, resulting in a decline in the core competitiveness of trade.   5. Domestic tourism consumption purchasing power outflow

  In recent years, some domestic unscrupulous merchants greed for private profit and illegal operation, the production of products in the safety and quality of a major problem. This has not only caused the lack of confidence of domestic consumers in domestic goods, but also brought about the negative impact of domestic brands, resulting in foreign consumers trust in domestic products is also decreasing. As a result, the purchasing power of Chinese tourism consumption is decreasing. In addition, the serious tax burden, the cost of production and distribution of goods, etc. lead to domestic products are quite expensive, export competitiveness is declining, and domestic consumers prefer to buy foreign products. These two factors together lead to the outflow of tourism consumer purchasing power, so that the tourism services trade deficit phenomenon.

  Analysis of the strengths and weaknesses of China’s tourism development

  Although China’s tourism industry faces a number of problems that have yet to be solved, but can not be ignored is that China’s tourism does exist in a certain degree of international competitiveness. If we can analyze these advantages and disadvantages well, carry forward the advantages and make up for the shortcomings, and seize the characteristics of the development of targeted solutions, then the tourism industry will get a new development.

  From the point of view of the advantages of China’s tourism development, with the steady growth of urban and rural residents’ income, China’s tourism industry will enter a stage of explosive growth. The policy goal of expanding domestic demand and accelerating the development of the tertiary industry will also promote the further development of tourism. China’s expanding opening to the outside world provides favorable conditions for China’s tourism industry to play a role on the world stage. Tourism resources are one of the top ten resources in China and are characterized by diversity, richness, antiquity and peculiarity. Both attractions and capital, as well as human resources, are relatively abundant in China. Due to the vast, geologically complex and diverse topography of China, the natural landscape of different regions has its own characteristics. In addition to natural resources, the human environment is also an important reason for the development of tourism. To a certain extent, cultural differences become an important factor in attracting tourist sources. China’s long history and diversified human resources have attracted a large number of domestic and foreign tourists and become a major advantage for tourism development. In terms of food culture, architectural art and national characteristics, there are great differences between China and the West, which will obviously stimulate the curiosity of foreign tourists.

Take food culture as an example, Chinese food culture is reflected in the four seasons, aesthetics, focus on the interest, food and medical combination, while the Western food culture focuses on the function of food with a realistic attitude, treating food as a science. The gap between Chinese and Western food culture becomes a topic of interest to many tourists. In addition, the booming development of China’s transportation industry has laid the foundation for tourism. Railroads, automobiles, ships, airplanes and other means of transportation play an important role in tourism. The country is constantly promoting the development of railroads by introducing new policies and investing funds in the continuous development of new trains, etc. For example, the constant construction of new railroad lines, the emergence of luxury high-speed trainsets, the policy of discounting vacant sleepers, etc. These present a favorable situation for the tourism transportation industry, and thus also drive the development of tourism.

  From the point of view of the disadvantages of China’s tourism development, China’s rough development pattern has led to a decline in competitiveness, and the overall benefits of tourism economic development can not be fully exploited. In the absence of an effective coordination mechanism, the rich tourism resources and good development conditions will not really become a competitive advantage. The service level and quality of China’s tourism is generally not high, the level of product development is low level, and the phenomenon of insufficient government funding has led to the domestic scenic? ^ resources have not been fully explored, the cultural connotation has not been fully revealed. If these scenic cultural resources can not be organized and excavated, the purpose of promoting and inheriting traditional culture can not be achieved. And with unique and original cultural connotations to shape the image of scenic tourism, in order to create a brand of cultural uniqueness in the tourism market and meet the cultural and aesthetic needs of tourists. The development of China’s tourism services trade is unbalanced between regions. It is obvious that the eastern region is far better than the western region in terms of tourism numbers and foreign exchange earnings. Among the eastern regions, Guangdong Province is the major tourism province, while among the western regions, Yunnan, Tibet and Guizhou have better tourism development. Most importantly, China’s tourism market supervision needs to be strengthened. As China’s tourism service trade started relatively late, the relevant laws and regulations are not perfect and immature. As a result, some illegal tourism enterprises unscrupulously take advantage of legal loopholes for unfair competition, and some of them even seek illegal benefits in tourism by threatening tourists with a lot of high-priced shopping, which seriously damages the interests of consumers and even ruins the image of Chinese tourism.

  Related Suggestions

  Tourism is the basis of tourism service trade, from the perspective of enhancing the competitiveness of China’s tourism industry to vigorously develop tourism, should make efforts from the following aspects.

  First, the national policy should be strongly supported, and the government should improve tourism regulations to regulate the tourism service market and give full play to the role of guidance and cooperation. The contribution made by tourism to the national economy cannot be ignored, and its status is gradually increasing. If the state formulates relevant policies to protect the development of tourism and implements the strategy of training tourism talents, it will greatly promote the prosperity of tourism. The work on legislation for tourism cannot always be in a position of lagging behind the times, but should follow the pace of tourism development. The tourism service market will be relatively broader in scope, and a variety of completely new problems have emerged that cannot be solved by drawing on existing laws and regulations to take measures. Even if laws and regulations exist to solve the problem, they cannot be unified because they contradict each other. Therefore, the government should continuously improve the complaint mechanism for consumers and develop systematic laws and regulations to regulate the tourism market.

  Second, make full use of and integrate natural and human resources to achieve intensive and optimal use of resources. Through the investment of capital and innovation of technology, the domestic scenic resources are fully explored to achieve sustainable development and efficient use of resources. In the development of tourism resources at the same time to carry out a reasonable configuration, the resources have been developed to carry out reasonable protection, then conducive to the sustainable development of the tourism economy. After decades of tourism development, China’s tourism products and programs have taken shape in terms of quantity, but unfortunately the overall quality is not very high, and it is difficult to meet the diverse and specific needs of consumers. In order to do this, tourism enterprises need to change their mindset, keep pace with the times, continuously develop tourism resources and products, and develop products with higher quality quality and connotation of ideas to attract more tourists sources.

  Third, highlight the leading position of tourism service trade in the tertiary industry. According to relevant research shows that in China tourism service trade and the tertiary industry show a long-term positive relationship, tourism service trade will promote the development of the tertiary industry. Therefore, in the industrial structure adjustment to see this point, and take active and strong measures to make up, the tertiary industry will not be the short board in the economic structure. In the context of the new economic normal, China is developing towards industrial transformation and industrial upgrading, and the service industry in the tertiary sector is becoming more and more important.

  Fourth, the integrated planning of the eastern and western regions to promote common development. China’s regional imbalance still exists, with the east developed and the west lagging behind. While the development of the eastern market is more mature, the development of the western market is still at a lower primary level. The country should always take into account the development of tourism in the west when carrying out structural adjustment and optimization. The west through the development of tourism resources with ethnic characteristics, full of unique flavor of ethnic products, so as to achieve the perfect integration of culture and tourism.

  Fifth, to enhance the internationalization of China’s tourism service trade, by enhancing the competitiveness of enterprises and improving the quality of services, to enhance the ability to develop overseas markets, so as to achieve the quantitative to qualitative changes in China’s tourism service trade. In addition, it is necessary to strengthen the advanced enterprise management and innovative tourism service concept, and actively introduce advanced foreign management methods, technology and experience to improve the status of tourism industry in the international arena.

  Summing up

  The tourism industry is the industry that enables tourists to experience humanized tour services by virtue of the unique tourism resources and comprehensive tourism facilities. Tourism is an intangible trade, and its development is based on the level of development of the entire national economy, which in turn directly or indirectly promotes the development of the national economy, thus affecting the economy of the country and the region. This paper starts from the current situation of the development of China’s tourism service trade and analyzes the advantages and disadvantages for the development of tourism, so as to propose effective policy suggestions.

In conclusion, making various preferential policies, making full use of tourism resources, and seizing the opportunity to develop tourism industry is the way to make China become a world tourism power as soon as possible.