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庞铁坚:桂林国际旅游胜地核心竞争力战略研究

2017-09-03 10:00:56   央广网

行政管理方面,漓江虽然是国家AAAAA级景区,但它又是一条开放性的自然河流,具备适航条件,也是沿岸居民生产生活的重要资源,依照我国现行管理体制,海事部门负责游船的运输安全,园林部门负责两岸绿化美化,农业部门负责两岸农业生产,渔政部门负责水面及流域的渔业生产,环保部门负责环境保护,市容部门负责卫生保洁,旅游部门通过景区服务标准对旅游服务进行业务指导,安全生产监督管理部门负责安全生产,漓江管理局负责治安、建设和保护,沿岸基层政府管理社会民生,众多部门共同管理漓江,却在诸多环节或者出现管理空档,或者产生管理重叠,职责边界不清,管理效率低下。以市场监管为例,近年来不但投诉较为集中,也发生了数次安全事故。要从根本上解决漓江旅游市场秩序问题,必须从旅游资源管理一体化入手。目前,桂林市已经在着手考虑设立漓江风景名胜区管理委员会,并以此为平台,将上述相关部门的管辖区让渡到管委会手中,实行统一管理协调。新机构设立后,漓江旅游多头管理的突出问题有望得到较好解决。

经营机制方面,目前的漓江景区仍然实行1988年确立的“四统一”管理体制,即“统一调度、统一票价、统一售票、统一结算”。当年推行“四统一”,是在计划经济条件下,为了有效扼制恶性降价竞争而采取的行政措施,当时也确实起到了较好的效果,漓江游船企业效益普遍上升,地方政府也从中获得较大收益。以2007年为例,漓江主要航线(磨盘山、竹江码头一阳朔码头)承载游客达230万人次,地方政府直接获利2.3亿元(不含税收部分),各游船企业也赚得盘满钵满。近年来,我国旅游业迅猛发展,旅游市场发生了极大变化,旅游者的需求多样性日显突出。在市场格局发生巨变的情况下,漓江经营仍然坚守“四统一”,已经明显不合时宜,具体表现有:游船企业积极性无法调动,游船服务严重落后于市场需求,服务质量屡遭投诉。至2013年,漓江主要航线承载游客约为130万次,较2007年下降了约40%,政府收入大幅下降,游船企业面临收入减少和成本上升的双重压力,更是亏损重重,苦不堪言。由于效益不佳,人才大量流失,服务质量呈现明显滑坡。2011年,国家旅游局对漓江景区下达了整改通知书。虽然地方政府通过加大基础投入、严格质量监督等手段,在规定时间内完成了整改要求,但漓江旅游发展的深层次矛盾并没有得到切实解决。

解决漓江经营机制问题,可以考虑从如下方面入手:

有偿转让漓江经营特许权,将目前的20多家漓江游船企业整合成两家,分别以磨盘山码头和竹江码头为基地(以后可以再考虑设置两家,分别以龙船坪码头和平乐码头为基地,主要经营漓江上游航线和下游航线),实行自主经营。在此基础上,彻底改革漓江旅游票价,即落实自治区物价局批复的“两票制”——景区门票为资源性收入,归地方政府所有,其所得主要用于漓江景区的管理维护、两岸原民住的民生补助;船票收入归游船企业,并且逐步放开船票定价权,实行差别定价,鼓励游船企业丰富游船类型、错开起航时间、推行特色旅游项目。取消现有的赠送旅游纪念品和午餐的环节,支持游船中途停航游览。在高档游船上采用具有GPS定位技术的耳麦讲解。

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