Strengthen the development of smart tourism innovation applications to promote the development of tourist resort

All localities make full use of scientific and technological innovation results, develop smart tourism, expand the application of new technological scenarios, and technology have become high -quality development new kinetic energy in tourism industry. The latest revised "Tourism Resort Level Division" standard will lead the intelligent transformation and upgrading of the tourist resort area.

In recent years, all localities have made full use of the achievements of digital, networked, and intelligent scientific and technological innovation, developing smart tourism, expanding the application of new technology scenarios, and technology has become a high -quality development of new kinetic energy in tourism. At the end of 2020, ten departments including the Ministry of Culture and Tourism and the National Development and Reform Commission jointly issued the "Opinions on Deepening the" Internet+Tourism "to promote the high -quality development of tourism", and proposed that by 2025, the provincial and above tourist resort will basically realize the wisdom Transformation and upgrading.

The latest revised "Tourism Resort Level Division" (hereinafter referred to as the "New Edition Standard") adds the "intelligent" terms, including covering high -speed wireless networks, configuring online platforms and offline smart terminals, providing e -commerce support and characteristics Intelligent services, support tourism management, statistics and investigations, and conduct digital, intelligent and precise marketing and public opinion monitoring. The implementation of the new version of the standard will promote the tourist resort to enhance the ability of innovation.

1. Big data integration improves operation monitoring capabilities

The tourist resort implements open management and has a variety of operators. Traditional tourism statistical methods are difficult to meet their comprehensive monitoring needs. In the intelligent construction of the tourism resort, the tourism industry operation monitoring system based on big data should be constructed, and the operating trend of the tourist resort is fully grasped in all aspects.

The new version of the standard clearly requires that "informatization, digital technology supports tourism management, statistics and surveys", and proposes that the national tourism resort area "should use new technologies such as big data and artificial intelligence for smart and precise marketing and public opinion monitoring". Traditional closed tourist scenic spots usually use the scenic spot ticket system and the gate of entrances to achieve passenger flow statistics. The statistics of tourism revenue mainly include tickets, as well as the second consumption projects of tickets such as ropeways and tourist vehicles. The tourist resort is an open area. Do not charge tickets, no gate is set up in entrances, and some projects are charged separately. Total income calculations must cover tickets, accommodation, catering, cultural entertainment, transportation, commercial products in the resort Related business projects involve multiple business entities. Therefore, the number of tourists, overnight tourists, the average number of lives for overnight tourists, and the key indicators of the market size and structure reflect the market size and structure, as well as the main indicators of total tourism income, various types of income, and the average tourist expenses reflecting the operating effect. They are all the focus and difficulties of industrial operation monitoring of the tourist resort.

The tourist resort should establish a big data platform for tourism, using technical means and polygonal data such as smart video surveillance, communication operators' mobile signaling data, APP location services, etc., and connect with public security overnight tourists, UnionPay consumption data, electronic payment operator data, and data. Integrate the OTA platform, social media, news information, electronic questionnaire surveys and other data, use data integration technology and integrated analysis models to achieve real -time passenger flow monitoring of tourist resort, tourist characteristics analysis, satisfaction evaluation, and public opinion monitoring, etc. support. For example, the tourist big data analysis system of Rizhao Shanhai Sky Tourist Resort in Shandong can collect tourist information in real time, carry out statistics and behavioral analysis of tourist data, and provide data support for emergency command, product development, publicity and marketing.

Second, artificial intelligence application supplement night service

The tourist resort is mainly for receiving overnight tourists, and the number of tourists stays for a long time. Artificial intelligence technology is very promising in reducing the cost of manpower costs and strengthening night delay services. The resort should promote the construction of unmanned infrastructure and use digital technology to create night -language tourism products.

The new version of the standard requires that the national tourist resort area "the average stay of overnight tourists should not be less than 2.5 days", that is, at least meet the needs of vacation tourists for three days and two nights; highlight the guidance of night services and activities, and meet the diverse period of overnight tourists. Demand, proposed "should provide full -time catering facilities or services" and "not less than 2 night leisure and entertainment activities". Therefore, in terms of creating 7 × 24 hours of all -weather vacation services and night vacation products, smart services are promising.

It should be combined with public cultural services and vacation services in the tourist resort to promote the application of unmanned infrastructure and service facilities, and broaden the application scenarios of unmanned services for 24 hours, such as unmanned smart bookstores, AI smart restaurants, future stores, etc. Strengthen the application of AR, VR, 5G+4K/8K ultra -high -definition, drone and other technologies in the tourist resort, and create night holiday products such as holographic projection, immersive experience, drone performance, night light and shadow show. In addition, the technical application of intelligent tourism service robots can be promoted, providing 24 -hour vacation housekeeper services, equipped with smart street lights, driverless patrol cars, etc. to escort tourists at night.

Third, high -precision location service upgrade smart guides

Holidays are characterized by high degree of personalization and strong self -service. The intelligent construction of the tourist resort should attach importance to information services and guide services. Upgrade the smart tour guide guide system, relying on online platforms and offline smart terminals to provide intelligent self -service guides based on high -precision real -time location services.

The new version of the standard requires that "the online platform and offline intelligent terminal should be configured to provide timely and accurate information services and electronic guides." Tourist attractions are usually relying on core resources. The tour routes are relatively fixed. The identification system can basically meet the needs of tourists. The tourist resort usually includes a number of relatively gathering vacation function groups. The vacation products are rich and diverse. Vacations have a large space for free choice according to their preferences, strong activities, and not fixed tour routes. Therefore, the pursuit of self -service travel and in -depth experience of travel tourists will increase the needs of information services and tour services for tourist resorts. The tourist resort should promote the digital, intelligent transformation and upgrading of the internal guidance system of the resort, add a smart guide screen, combine the online platform and location service application, to provide electronic maps, vacation products recommendation, intelligent itinerary customization, voice guides Waiting for intelligent services to improve the convenience of self -service tour, such as the digital wisdom logo system of Tourism Resort in Dongyu Island, Hainan. In addition, unlike tourist attractions, large parking lots are set up in the main entrance. The parking lot of the tourist resort rely on multiple entrances and vacation function groups to be decentralized. Smart parking special services will play a greater role.

Fourth, build a vacation information center around accommodation facilities

"Accommodation" is the core product of vacation tourism, so vacation and accommodation facilities should be used as one of the main positions of the tourist resort comprehensive information service. The main vacation and accommodation facilities should be used as the consultation service point of the tourist resort area. The unified network information release system should be integrated to integrate vacation information to achieve multi -dimensional three -dimensional communication.

Tourist scenic spots usually rely on tourist service centers to provide comprehensive services. The tourist resort also requires setting up at least one consulting service center to provide comprehensive public information services. The national tourist resort also requires several service points. Resort products focusing on the characteristics of the main accommodation facilities, and the main position of comprehensive public information services in the tourist resort must not only be in the tourist service center, but also rely on accommodation facilities to achieve the convenience and efficiency of vacation tourist information acquisition.

The tourist resort shall rely on the vacation and accommodation facilities to configure the online information release system to provide one -stop comprehensive information services. Use information technology to comprehensively integrate information on the interior and surrounding operating subjects, multi -format holiday products, vacation public services and other information, uniformly published information, realize the real -time update of information, and quickly reach tourists. Improper caliber and other issues. In the lobby of major hotels, information releases in the form of large screens, self -guided guidelines and other forms, and sending vacation tips for tourists in time, such as cultural experience and timing performances to provide tourists with rich vacation information and housekeeper service services Essence

5. Online and offline shaping the overall image of the resort area

Shaping the overall image of the tourist resort online and offline is the key to improving the public cognition and brand influence. The tourist resort should establish overall brand awareness, uniformly spread image and publicize marketing channels, and increase network exposure.

Compared with tourist attractions, digital marketing methods such as the tourist resort website and public account are not yet sound. The lack of organic connections in the various elements within the tourist resort area, the operating entities are fighting, the concept of "tourism resort", the concept of "tourist resort" "concept of" tourism resort "" concept Staying on paper and lack of extensive social cognition, it is urgent to build a unified marketing publicity platform to promote the public to understand the tourist resort in all aspects.

The tourist resort should be used as the main body to strengthen online integrated marketing. The first is to strengthen the shaping and dissemination of the overall brand image of the tourist resort, establish the official website and public account of the tourist resort area, link the marketing channels of the internal business entities, create a search engine entry, and conduct the border of the tourist resort in the common map apps. And information marking. The second is to cooperate with the Internet service platform to build an online flagship store, integrate vacation tourism services such as accommodation, catering, shopping, recreational, leisure, entertainment, and other vacation products in the tourist resort. combo. Third, through the tourist resort applet, APP, and official website, it provides e -commerce support and provides tourists with one -stop services based on resort reservation, scenic spot purchase, event appointment, product recommendation, etc. (Author: Wang Binshan Jiaqian unit: National Tourism Standardization Technical Committee; Editor: Song Yuqiu)

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