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孙小荣:深化全域旅游发展 提升国民品质消费

2017-09-03 10:00:55   央广网

自驾游体系的建立是实现全域旅游发展的重要纽带。目前,中国自驾游存在以下问题:一、以快速通勤为目的的道路交通不能满足自驾游“说走就走”、“说停就停”的慢体验需求;二、基于庞大的市场需求雨后春笋般“野蛮生长”的各类汽车俱乐部、车友会、传统旅行社、自驾定制游小团体等缺乏统一的规范管理,自驾游客的生命财产安全无法得到有效保障;三、旅游目的地的业态、产品和服务单一或杂而乱,同质化、低端化现象严重,无法满足自驾游客的消费需求;四、参与自驾服务的企业小而弱,尤其是异地化落地自驾体系缺失,缺乏整体运营;五、缺少完善的自驾游线路、产品预订的网络平台和APP,自驾游客不能得到真实、有效的信息;六、缺少布局合理、服务完善的自驾游营地。以上问题如果不加以自律、引导、规范,则可能导致自驾行业发展无序,不利于上下游产业科学建立和健康发展。

在全域旅游背景下亟待建立完善的自驾游体系。一是要统合机制,打通行政区划壁垒;二是要整合资源,凸显主题线路;三是要联合营销,塑造统一品牌;四是要融合发展,共享市场红利。

在具体操作方面,一是要建立中国自驾游协会,监督、规范行业发展;二是制定自驾游俱乐部、车友会、OTA、旅行社、自驾定制游的进出机制;三是要跟交通部门合作,加强自驾游交通网建设,合理布局建设房车自驾营地、建设景观大道、风景驿站,开设旅游专列、包机包厢、火车拉汽车业务;三是要跟汽车租赁企业合作,完善汽车租赁、异地租车(还车)、汽车共享等机制,构建落地自驾体系;四是构建自驾游信息化平台,比如自驾游网站、APP、救援机制等;五是要针对自驾游客群特点提升业态和产品,尤其是要重点研发夜间消费产品,打造“后备箱工程”。

构建完善的自驾游体系和规范管理,让自驾游从“野蛮生长”向“自我规范”、“畅游无阻”转变,是全域旅游时代向个性化、主题化、品牌化创新发展的现实需求,也是衡量全域旅游是否实现空间全域的一个标杆。

三、建设景观大道——没有景观大道的连接,全域旅游是割裂的。景观大道是改变城、乡两重天,景区内外两重天发展现状,让游客行在路上,全程体验全景的“美丽工程”,是优化全域生态环境,把城、镇、乡、村、景区连接起来的“美丽通道”,也是打破行政区划实现跨区域融合发展的“美丽纽带”。赫赫有名的318国道、河北“草原天路”、内蒙古“北疆天路”、太行山“挂壁公路”、贵州“二十四拐”等成为游客喜欢的景点证明,景观大道可以自成景区和产品。目前,各地方都在积极建立城市迎宾景观大道或景区景观大道,通过有效连接,就能形成布局全国的景观大道网络。全国已经成立了大长城之旅、大黄河之旅、长江之旅、丝绸之路之旅、大运河之旅、大香格里拉之旅等跨区域联盟,但这些联盟大多数都是营销推广举措,没有真正形成跨区域的可体验的线路和产品,有名头,没看头,有看头,没品头,主题化建设景观大道,是将这些联盟真正连到一起实现互联互通、抱团发展的落地工程。

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