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The national tourist resort is a golden signboard and a brand for industrial transformation and upgrading. Since the National Tourism Administration announced the first batch of 17 national-level tourist resorts in October 2015, provincial-level tourist resorts across the country have started to create them in order to reach national standards as soon as possible. The creation process of national-level resorts has become an important starting point for the reform, innovation and upgrading of provincial-level resorts.
Environment, climate, holiday facilities, holiday products, and holiday activities together constitute holiday life. The establishment of the resort should be based on the protection of resources, the main line of product construction, and the vitality of the enterprise. At the same time, the establishment of resorts must avoid urbanization and communityization. Now from the perspective of location, type, product, characteristics, etc., the first batch of national tourist resorts are analyzed, and the two major models and five major elements of national tourist resorts are summarized. The aim is to provide directions for the development of other resorts and to create national tourism in the future. Laying the groundwork for the resort. Overview of national tourist resorts
首批17家国家旅游度假区分布于11个省直辖市，约占全国行政区划的三分之一。 Geographically, the first batch of 17 national tourist resorts were distributed in 11 provinces and municipalities, accounting for about one-third of the national administrative divisions. Most of them are located in the eastern and central parts of China, with three in each of Jiangsu and Zhejiang provinces.
江苏、浙江各以三家入选，共占据了三分之一，；山东和云南各两家入选，其余的分布于吉林、河南、湖北、湖南、四川、广东和重庆市。 Quantitatively, Jiangsu and Zhejiang were each selected by three, accounting for a third of them; Shandong and Yunnan were selected by two each, and the rest were distributed in Jilin, Henan, Hubei, Hunan, Sichuan, Guangdong and Chongqing. There are no national tourist resorts in the three core cities of China's North, Shanghai and Guangzhou.
湖泊型度假区有8家，温泉型旅游度假区有3家，山地型旅游度假区有3家。 Analyzed by type, there are 8 lake-type resorts, 3 hot spring-type tourist resorts, and 3 mountain-type tourist resorts.
From this point of view, the types are not rich enough, the landscape tourism vacations have the absolute advantage, and the hot spring tourism resorts have emerged. Two models of national tourist resorts
By studying the main products and features of 17 national tourist resorts, two major models of tourist resorts "1 + 1 + x" and "1 + x + y" are summarized.
The first "1" refers to the integration of other resources based on advantageous resources;
The second "1" is the core of the vacation, which includes a variety of leisure products such as nature tourism, fitness sports, leisure and entertainment, accommodation and catering, conferences and exhibitions, and one or more of them are the mainstays;
"X" refers to several soft services such as international service standards, personalized services, and network information services.
"1" is to excavate advantageous resources and integrate other resources as the core vacation carrier
"X" refers to high-standard resort facilities, international-level resort hotels, plus theme dining blocks, shopping, and commercial blocks;
"Y" refers to several soft services such as international service standards, personalized services, and network information services.
How to create a national tourist resort? 旅游度假区的认识、国家评定新标准和文件解读、创建工作程序、创建工作内容、创建工作任务分解， 必将事半功倍！ We must grasp the five major elements: the understanding of tourist resorts, the new national assessment standards and interpretation of documents, the creation of work procedures, the creation of work content, and the creation of work task decomposition, which will do more with less.
Understanding of tourist resorts
(1) Resort climate is a prerequisite for the development of resorts
Keeping away from summer and cold is an important motivation for people to go on vacation. Long-term outdoor leisure and sports are also important characteristics of vacation life. Therefore, climatic conditions are a key factor in choosing a holiday destination. Currently, the world's well-known resorts are concentrated in three regions: the Mediterranean coast, the Caribbean coast, and Southeast Asia and South Asia. These three areas are located on different continents and have different latitudes, but their climatic conditions are similar, that is, sunny, high year-round temperature, seawater temperature is suitable, suitable for water activities for a long time, that is, a long time Climate conditions suitable for vacation.
Holidaymakers have higher requirements for the number of days of sunshine, outdoor temperature, and seawater temperature than ordinary tourists. Except for hot spring resorts, which are less affected by climatic conditions, other types of resorts are deeply affected by resort climate. In addition, modern integrated resorts require large-scale capital investment in infrastructure construction, resort hotel construction, and environmental improvement. If the holiday climate is not suitable, the scale of tourists will be affected, and the operating period will be short, which will directly affect major projects and projects. Investment intention of star resort. However, some resorts in China did not fully understand the importance of the climatic conditions when they were established. The climatic conditions of the resorts were equivalent to those of tourism and tourism. After the resorts were built, they discovered that the operating period was only about 3 months per year, and the seasonality was very obvious. , It is difficult to attract internationally renowned resort hotels to settle in, and other tourism projects in order to reduce seasonality are also lacking in economics, and have fallen into an awkward situation. For areas where the resort climate is suitable for less than 6 months, the speed and scale of resort development should be strictly controlled, and for a large number of resorts in temperate and cold temperate zones, it is recommended to focus on how to transform the resort into four seasons in the most economical way Resort area, or transform and develop tourism and leisure area.
(2) Themed resort resources are an indispensable condition for the development of resorts
The resort area must rely on large-scale and high-quality vacation resources, so as to attract vacation tourists to come for a longer stay. What resources can be called vacation resources? The standard for the classification of tourist resorts (GB / T 26358-2010) gives an explanation. We believe that there are five types of vacation resources, namely seaside islands, lakes, mountain forests, hot springs, and rural countryside. Themed vacation resources are vacation resources with some unique characteristics in the region. Areas with many types of vacation resources must find out that they have certain uniqueness within the area, that is, competitive resources as the theme resources to develop and locate. World-renowned resorts all have their own distinctive themed resort resources, as is the first batch of 17 resorts in China.
Theme vacation resources
World famous case
Beach length; seawater quality; suitable for beach and sea activities for at least 6 months throughout the year;
Cancun, Mexico, Varadero, Cuba, Santorini, Greece, Maldives, Tahiti, Australia, French Riviera, Gold Coast, Australia, Tonguere
The water surface area reaches a certain scale; the water quality meets the standards of class III or higher water; non-potable water sources;
Lake Como, Italy, Thousand Islands, Canada, and Bomen Lake, South Korea
Mountain altitude; suitable conditions for summer and winter skiing; forest coverage;
Whistler, Canada, Davos, Switzerland, French Alps
Water temperature; trace elements; water volume;
Baden-Baden, Germany, Bath, UK, Karlovy Vary, Czech Republic, Beppu, Japan, Jinggang, Hakone
Holiday value and scale of characteristic agriculture; rural landscape and environment
Provence, France (lavender), Tuscany, Italy (vineyards, olive groves), Cotswolds, England (country town, castle estate)
Have any two of the above resources.
Florida, USA (Seaside, Countryside)
These themed resources can meet the core aspirations of holidaymakers for relaxation and recreation. Its importance is self-evident, or even if a resort is set up, it will not be able to attract holidaymakers. Many resorts mistake cultural landscape resources as themed vacation resources, but they do not know that many cultural landscape resources are only tourism resources. Tourists will not see the second time after seeing it. It is impossible to build a tourist resort based on cultural resources. Therefore, before setting up a resort, all regions must scientifically evaluate the resource conditions and accurately locate the resources according to the resource conditions. If there is no theme resort resource, you must either choose to transform and develop into a tourism and leisure area; or tap the surrounding theme resort resources and incorporate them into the resort area; or control the scale of development and do not blindly develop the resort industry.
(3) Resort hotels are the core holiday products
Holiday products are the sum of all the elements provided by holiday resorts to holiday tourists. Resort hotels are the core facilities for carrying and providing holiday products. They are the largest investment facilities in resorts and can also be called the most important holiday products. Vacation tourism is quite different from the sightseeing and tourism modes of visiting scenic spots. Generally, the vacation tourism mode is that tourists choose a resort hotel to stay, and then use the resort hotel as their base camp to enjoy a leisurely vacation time. Therefore, the core indicator for assessing tourist resorts is the number of overnight visitors, which is also an indicator that reflects the fundamental difference between resorts and tourist resorts.
Before creating a national brand or setting up a tourist resort, it is necessary to scientifically evaluate the climatic conditions and theme vacation resource conditions of the resort, and have a correct understanding of what holiday products are, in order to assess whether it has been declared to be promoted to national Basic conditions of tourist resorts. At the same time, when creating a resort to determine the scope of the resort, care should be taken to handle the boundary issues with scenic spots, nature reserves, and geoparks.
Interpretation of New National Tourism Resort Evaluation Standards and Documents
Changes in national tourism resort construction standards
1. Change of construction purpose
Before: Guiding the Development of Chinese Tourism
In order to further open up to the outside world, promote the transformation of domestic tourism from tourism-oriented to holiday-oriented, and at the same time encourage foreign and foreign investment in Hong Kong, Macao and Taiwan regions to accelerate the development of China's tourism industry. It was groundbreaking at the time and had a certain positive significance.
Now: Guide the construction of the resort
Now it is more on the basis of the previous, combined with the rapid development of the domestic tourism and holiday market, to properly guide the construction of China's resort areas for the purpose. Strong pertinence, practicality, and strong grounding.
2. Changes in selection criteria
Before: "Approval before construction" administrative approval system
In 1992, the State Council approved the construction of 12 national tourist resorts. First determine the national tourist resort, and then carry out the construction of the resort project. It has a certain positive effect on the past, but it cannot adapt to the current situation of the holiday market.
Now: the national standard of "build first and then evaluate"
Now it is to build a resort first, and then make a rating according to national standards. This is more systematic, which guarantees the construction of a resort system in China, and is conducive to improving the quality of national tourist resorts.
3. Changes in market positioning
Before: Mainly "foreign markets" 3150 heroes recommended
Mainly to receive overseas tourists. At that time, the domestic market was in the development period of mass tourism, and the holiday market had not yet formed. The construction of the resort area is still in its infancy, and the resort products are immature and lack competitiveness, and cannot meet the requirements of the international market.
Now: Focus on the growing "mass domestic market"
Now the goal is more accurate, which is to target the growing domestic market and the international market.
4. Transformation of construction mode
Previous: "Development Zone" Construction Model
In the past, it was mainly the introduction of foreign investment, but in fact the introduction of foreign development models, that is, "international experience in Chinese practices", with reference to the four reference systems of Hawaii, Bali, Phuket, and Cancun, to study and formulate Chinese standards. It is characterized by heavy development projects and weak environmental protection; heavy product development and weak market demand.
Now: "Vacation Travel Destination" Construction Model
Now the construction of holiday tourism destinations must be based on a full investigation of the holiday tourism market, accurate positioning, scientific planning, reasonable layout, emphasis on soft development, moderate hard development, and more attention to "supply-side" tourism project development.
5. Changes in construction priorities
Previous: Focused on "development projects"
The construction requires "three highs", that is, "high starting point planning, high standard construction, and high level development." The composition of the resort area must have at least three elements, namely: "a central hotel, a golf course, and a villa area." This rigid development condition was not in line with the domestic tourism market at that time, and all localities followed suit. The reality is that most of the problems exist such as fuzzy market positioning, incomplete supporting facilities, single functions, and serious homogeneity.
Now: More emphasis on the development of "vacation packages"
The current standard has clear requirements for the resort environment (including the external environment and the internal environment), holiday products (protection of outdoor products and indoor products), and holiday comprehensive supporting facilities.
Interpretation of the main points of the new national holiday resort assessment criteria
1. The comprehensiveness of the evaluation standard reflects the value of the "national standard"
The evaluation criteria are divided into six areas: regional basis and location, vacation resources and environment, vacation functions and products, service quality and supporting facilities, market structure and image, capacity building and management. Each aspect consists of several small items. Each sub-item has specific scoring rules and corresponding scores. The scoring rules are objective and comprehensive, and are persuasive.
The assessment criteria cover the external area environment to the internal resource base of the resort, from the natural environment to human resources, from hardware facilities to software development, and from planning and layout to operation management. The assessment content is comprehensive and detailed.
The assessors are composed of expert groups, technical groups, and tourists participating in the questionnaire survey. The composition of the scorers is reasonable.
The assessment procedure needs to pass 11 steps including self-assessment-questionnaire survey-preliminary review of submitted materials-expert field inspection / scoring, etc. The assessment procedure is rigorous and reliable.
2. Promote the comprehensive promotion of ecology and emphasize the greening of resorts
The ecological natural environment is the basis of the resort and directly determines the quality of the resort. Therefore, the national standard has high requirements on environmental quality, such as: air quality, negative oxygen ions, water environmental quality, natural vegetation coverage, and climate comfort.
3. Pay attention to the improvement of holiday functions and encourage product diversification
The new national standard definition proposes that the resort "can meet the leisure needs of tourists for leisure, wellness, sports, intelligence, entertainment, etc.".
Holiday products are the core competitiveness of resorts. They have a clear classification and classification of accommodation facilities, promote the development of a series of theme holiday products, and highlight the differentiated development of holiday products.
The new national standard divides leisure and vacation products into four major product systems , namely sports construction (such as indoor bowling, billiards, net badminton, table tennis, etc., outdoor riding, mountain biking, diving, rafting, paragliding, running, etc.) ; Leisure and entertainment (such as: chess and card, movie music, fishing, theme parks, adventure games, military games, tea bars, handicraft production, etc.); health and wellness (such as: mineral spa, massage and health, traditional Chinese medicine treatment, Health checkups, aromatherapy, forest baths, etc.); normalized festival performing arts activities (such as night market dining, outdoor bonfire evenings, outdoor movies, outdoor performances, various outdoor festivals, etc.).
4. Pay attention to the construction of holiday environment and highlight the regional characteristics
The requirements for the foundation and location of the resort area are relatively high . For example, the popularity of the area and the resort atmosphere must have a regional tourism planning system.
It has very high requirements for the tourist resources of the resort , and requires uniqueness in the region or the country, whether it is natural resources such as ocean beaches, rivers and lakes, mountains, ski resorts, and forests. Hot springs and grasslands are also human resources such as rural pastoral, traditional settlements, themed entertainment, and cultural activities.
There are high requirements on the quality, scale and uniqueness of resources . At the same time, according to the natural and cultural characteristics of the resort resources, the development of special evaluation is given, such as architecture, cuisine, and service methods.
Create a working procedure
1. Self-inspection: The applicant shall conduct self-inspection in accordance with the requirements of national standards and relevant rules.
2. Declaration: After self-inspection and compliance, submit the application report to the resort management committee, "report application assessment report" and creation materials.
3. Data review: The “National Tourism Resources Commission” conducts a comprehensive review of the application materials. The review content includes the resort name, scope, management organization, rules and regulations, and development planning. The tourist resorts that have passed the review enter the basic evaluation process.
4. Basic evaluation: The “National Tourism Resources Commission” has established an expert basic evaluation team, which compiles the mandatory indicators, tourism resources and holiday products of tourist resorts according to the detailed rules for the evaluation of tourist resorts. The evaluation conducts on-site review and proposes a construction improvement plan.
5. Creation and promotion: As a pilot unit for the establishment of a national tourist resort, it is necessary to formulate a creation plan in accordance with the requirements of the preliminary evaluation and detailed rules, and carry out the creation and improvement of no less than one year. Resorts that have not passed the preliminary examination can apply for renewal after 2 years.
6. On-site inspection: After the creation work is completed, the National Tourism Resources Commission will conduct on-site review of the pilot units. On-site review of the resorts that meet the standards enters the public announcement process; resorts that do not meet the standards can apply for on-site review again after 1 year.
7. Publicity and licensing: National Tourism Administration.
8. Sampling for review: The annual review rate is not less than 20%. A comprehensive review is performed at least once every three years.
(1) Promotion of resort hotels
Resorts with better resource and location conditions can take the following two approaches: First, directly introduce international brands or international-level resort hotels or management companies; second, vigorously develop landscaped, local, and innovative special accommodation facility. Including high-quality holiday tree houses, holiday wooden houses, water houses, holiday camps (self-driving cars, tents, RVs, containers, train camps), holiday homes (Jiaodong Fishing Village, Seagrass House, Stone Village).
Resorts with insignificant resource conditions and location advantages should be renovated and upgraded in accordance with international standards of resort hotels, as detailed in the table; it is necessary to encourage and cultivate the branding and chain development of local resort hotels and resorts, and vigorously develop the development landscape Specialized, local and innovative accommodation facilities; adopt incentive policies to encourage owners of existing private apartments to use their vacation properties for rent. Turn a large number of idle tourist real estate in the resort area into holiday apartments. In addition, each resort hotel should be positioned according to market segments, such as family, honeymoon, and comprehensive (vacation + business meetings).
Resort hotel promotion suggestions
Standard rooms reach 30 square meters, luxury suites reach 50 square meters, spa suites reach 50-80 square meters, and family suites reach 80 square meters or more.
Add three foreign cuisines (Japanese, Korean, Russian) and provide five main domestic cuisines (Lu, Chuan, Guangdong, Soviet, Hunan)
Must be equipped with at least one conference hall, 1-2 seats per room
Children's play area
30-50 square meters per 100 rooms, including baby room, nursery and adjacent outdoor recreation area (4-12 years old)
Marina and waterfront resorts need to be equipped with outdoor swimming pools, 80-120 square meters per 100 rooms. Hotels in other types of resorts should provide indoor pools.
30-80 square meters per 100 rooms
20-30 square meters per 100 rooms
Multiple functions such as meetings, small shows, restaurants, etc.
(2) Promotion of holiday products
Great efforts need to be made to develop all-inclusive vacation products. Adding night tour products to enrich the nightlife experience of holiday tourists. Add themed and featured outdoor sports, wellness and recreation products. Rich seasonal tourism products. Introduced special featured vacation products for major source markets outside the province. Family resorts need to have a kid's club inside, offering a wide range of children's vacation products.
(3) Format brand promotion
The establishment of an international-level holiday destination pilot can focus on introducing international brand formats such as Japan and South Korea, Europe and the United States, Russia, and Thailand. Create Establish a pilot project of a national-level resort area, focusing on the introduction of the national chain of well-known domestic brands. Construct provincial tourism resorts, focus on introducing well-known brands in the province, and support local established brands.
(4) Improvement of humanistic environment
Reconstruct and upgrade the style of urbanized buildings to make them landscape architecture, with outstanding artistic or local characteristics. Reconstruct and enhance the appearance of urbanized squares, increase trees, lawns, rest seats, interactive landscapes, leisure stations, etc., and reduce hard paving. Strengthen the artistic, interactive, experiential and local characteristics of landscape design.
(5) Promotion of public service facilities
Provide special transportation, such as bicycles, trains, rickshaws, carriages, ox carts, cruise ships, speed boats. There are special lanes for walking and cycling. The route selection is continuous and the main resort facilities are connected in series, in harmony with the landscape and in a pleasant environment. The artificial environment fully considers the needs of the elderly (disabled), constructs barrier-free facilities and guarantees their effective use. For example, barrier-free access should be added to beaches and lakeside areas to increase opportunities for people with disabilities to be hydrophilic. In public areas where people flow is concentrated, tourist toilets should be set up reasonably, and the proportion of three-star toilets should reach more than 50%.
Create work task breakdown
(1) Promotion stage
Leaders of resorts, scenic spots, towns and townships with relevant tasks, and relevant functional departments set up a national-level tourist resort leadership group, and formulated sub-programs item by item based on the "Decomposition Table for the Creation of National-level Tourist Resorts" task by item, implementing responsible leadership, and implementing Responsible agency, implement the responsible person, and report to the establishment office; the management committee is responsible for convening the creation work mobilization meeting to deploy and create specific tasks and tasks.
(2) Creation and implementation phase
Establish an office and an expert technical group to improve the missing items one by one according to the self-assessment report, update the task list of each department in real time, and adhere to the overall policy of determining one, promoting one, and completing one;
Functional units with creation tasks implement a monthly reimbursement inspection and acceptance system for creation tasks;
In the case where the creation of a task requires the coordination of multiple departments, the unit undertaking the task proposes an on-site consultation plan, and if necessary, implements an on-site consultation system;
Implement a notification system for the current completion status in the task breakdown table;
For units that cannot complete the decomposition task, they are included in the annual evaluation of the effectiveness of government agencies;
Submit an application to the provincial and municipal tourism bureaus to create a national tourism resort.
(3) Create a self-test phase
All units undertaking the task of creation must complete all item-by-item self-inspections within the prescribed time limit. Completion of the current period, self-inspection of the current period, and acceptance of the current period are allowed; units completing self-inspection items apply for preliminary acceptance in advance on the basis of self-inspection.
On the basis of self-inspection, the unit undertaking the creation task must complete all the problems that occurred during the initial inspection within the prescribed time limit.
(4) Inspection and acceptance stage
The establishment office implements a series of tasks to meet the assessment and acceptance of the National Tourism Administration, including a single schedule of inspection schedules, routes, and inspection points, and preparation of report materials (text, audiovisual, PPT, CD-ROM); further improvements, Consolidate the results of self-evaluation and ensure acceptance.
(5) Summarize the improvement stage
For the units that passed the acceptance, 100% of the tasks were completed, and the unit with zero deductions was accepted, and a certain amount of cash reward was given to each unit from the special funds for tourism development. Units with deducted points shall be included in the category of deductions for annual efficiency building. Use the acceptance results to vigorously strengthen external image publicity and brand promotion.
From | Tourism Planning Observation
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