Summary of Key Points
This article uses the incident of a guide at Mutianyu Scenic Area cutting in line as an example to discuss the shortcomings in the inbound tourism service system. It highlights that the lack of proper management in scenic areas—such as chaotic order and passive customer service—is the root cause of conflicts, rather than just the fault of individual guides. The article emphasizes that inbound tourism is a strategic industry for cultural exchange and foreign currency earnings. With a more dispersed range of游客 sources and destinations, it is necessary to upgrade services (such as implementing efficient transportation systems and co-creating unique experiences) to meet new demands and avoid negative public opinion that could damage the reputation of China's tourism industry.
1. The Guide's Out-of-Line Incident: Poor Scenic Area Management as the Hidden Culprit
Don't just blame the guide; the scenic area also bears responsibility. While the guide's behavior was problematic, the underlying issue was the lack of adequate service at the scene. There were no facilities for organizing queues, and staff did not intervene promptly when disputes arose. Even basic channels for contacting management (such as a QR code to contact the park manager) were absent. The author recounts a similar experience during the Spring Festival in Haicun Village, Kunming: the ferry service was insufficient, and tourists scrambled for seats without any oversight, leading to conflicts. This shows that the "service gap" in scenic areas is the fertile ground for such issues. Even if the guide is blocked, the negative publicity from a thousand-year-old scenic area can still harm its reputation as an inbound tourist destination.
2. Inbound Tourism: More Than Just Foreign Currency Earnings
Inbound tourism is a significant strategic endeavor for several reasons:
1. Cultural Exchange: A stronger nation attracts more foreign visitors. For example, Mutianyu's Great Wall, with its history of Qi Jiguang's resistance against Japanese invaders, provides an opportunity for foreigners to learn about Chinese culture.
2. Foreign Currency Earnings: During times of economic uncertainty, tourism revenue can help balance the national budget. Other countries, such as South Korea (which offers ten-year visas to attract Chinese tourists) and Greece/Italy (which charge tourism taxes), are actively pursuing this market. China should pay even more attention to this opportunity.
3. Changes in Inbound Tourism: Diversified游客 Sources and Destinations
In the past, most foreign visitors came to China through travel agencies, focusing on major cities like Beijing, Xi'an, and Shanghai. However, now:
- Diversified Organizers: Tourists are brought by various entities, including OTA platforms (like Ctrip's international versions), airlines, and government cultural initiatives (such as the "Chinese Bridge" program).
- Diversified Destinations: Social media platforms like TikTok have made smaller cities more popular, making them potential tourist attractions. Scenic areas must adapt to this more dispersed and personalized customer base.
4. Improving the Customer Experience: Moving Beyond Conventional Methods
Many scenic areas used traditional methods (long-distance parking, ferry services, cable cars) to generate revenue, which were exhausting for both domestic and foreign visitors due to language barriers. How can these practices be improved?
- Learning from Foreign Best Practices: For example, in Canada's Louis Mountain Scenic Area, a single driver handles queue management, VIP services, and lost-and-found, while also resolving conflicts with humor—a model that Chinese scenic areas could adopt.
- Implementing Efficient Services: Similar to Beijing Universal Studios, which offers premium services (priority parking, ferry access, ticket checking) for willing visitors at an extra cost, allowing the area to benefit while providing a better experience for all.
- Attention to Details: For example, considering the needs of international visitors with jet lag who may struggle buying tickets or using unfamiliar websites, creating dedicated channels (even if more expensive) can simplify their experiences.
5. Collaborative Efforts for Inbound Tourism
Inbound tourism requires the cooperation of multiple parties:
- Government: Simplify entry procedures and promote China as a tourist destination.
- Marketing Companies: Attract more visitors through targeted marketing efforts.
- Scenic Areas: Focus on providing excellent customer experiences rather than just quick profits. Only with coordinated efforts can China create a pleasant environment for foreign tourists, earning both revenue and promoting its culture while avoiding negative incidents like the one at Mutianyu.
The core message of this article is that inbound tourism represents the country's image, and scenic areas must modernize their services to maintain a positive reputation. Good management ensures a better customer experience, enhancing China's status as a world-class tourist destination.