Delisting Qiao Family Courtyard And Dealing With 262 A-Level Scenic Spots: 18 Year Rating Review Review Storm

In July 31st, the State Ministry of culture and tourism handled the announcement of 7 5A level scenic spots such as Qiao family courtyard, like a flat land thunder. After the twenty-first Century economic report combing, as of now, more than half of the provinces have already declared the promotion of the A-level scenic spot review work. At least 10 provinces and municipalities and autonomous regions have announced all the results of the review, handling a total of 262 A-level scenic spots, involving more than 4A scenic spots, accounting for 47%, and a total of 21 4A have been delisted.

In fact, three years ago, there were 55 4A grade scenic spots delisting. Now, just two months, 262 A-level scenic spots have been processed, so people can't help wondering what's wrong with A-grade scenic spots.

In the twenty-first Century economic report survey, the 18 year rating route of the Chinese scenic spots prospered the tourism industry, and also led to the appearance of a deformed scenic spot. "It should have been a large number of 1A and 2A, but in fact 3A and 4A were the largest." Zou Tongqian, Dean of the Chinese culture and Tourism Industry Research Institute of Beijing International Studies University, pointed out.

Therefore, Jin Zhun, Secretary General of the tourism research center of the Chinese Academy of Social Sciences, said that the review of the A-level scenic spot is a good thing. It means that the Ministry of tourism is changing the state of "strict promotion and wide out" and establishing the mechanism of process supervision.

Re examination of the final examination

From the processing notice, "poor environmental sanitation", "navigation system is not clear", "toilet revolution lag", "glass Zhanqiao and other high-risk projects did not get territorial safety evaluation opinions"...... All of them point to the shortage of A-level scenic spots in health, safety and service. "This reflects the importance of construction and neglect of maintenance." Zou Tongqian believes that many scenic spots are qualified and fail to be classified as failing to normalize the supervision mechanism.

"It is useless to rely on self-examination. There must be normalization supervision of relevant departments, and news media must also supervise." Zou Tongqian also mentioned the necessity of establishing a dynamic adjustment mechanism. In fact, this is also the intention of the government to assess a grade a scenic spot. In this year's two ministerial passages, the Minister of culture and tourism has just mentioned the need for dynamic management of the A-level scenic spots and star hotels, and improving the exit mechanism.

In fact, this review storm is not the first time. As early as in 2015, when the National Tourism Administration picked up the 5A sign of the Shanhaiguan scenic spot, the first grade scenic spot was "iron rice bowl" stereotyped prejudice was broken. In 2016, under the auspices of the National Tourism Administration, a national scenic spot rectification campaign focusing on 4A and 5A was launched. Changsha Orange Island and Chongqing Shenlong gorge became the 5A scenic spot after being delisted from Shanhaiguan. The latter has not yet returned to the 5A sequence. This year's Qiao family courtyard is the fourth 5A scenic spot that has been delisted.

Compared with the 55 4A level scenic spots in 31 provinces (cities and districts) in 2016, the review of the scenic spot and the removal of 21 4A in two months have been delisted.

Kim said, "historically, A-level scenic spots are playing a guiding role in enhancing the use of national standards to solve the shortage of scenic spots in service facilities and contents." Kim believes that such guidance has played a good role in the operation of the market, but there is also a lack of a standard regulatory mechanism after the licensing. Many scenic spots have become "one-off projects" and are left behind at the later stage.

Judging from the growth in the number of 5A scenic spots, this way of promoting development by rating is also slowing down. After sorting out the number of 5A scenic spots in the past years, we found that there were 66 5A level scenic spots in the country in 2007, a total of 258 currently, which increased by 291% in eleven years, but the growth rate is slowing down year by year, compared with the 57% growth in 2018, compared with last year, the growth rate in 2018 was only 3.6%.

This examination has also become a mirror of government and scenic spots. The province, represented by the Hebei cultural tourism hall, claims to establish a management system for the A-level scenic spots with the survival of the fittest and the dynamic management. There are also local governments taking this opportunity to explore new management models. For example, the Sichuan Provincial Department of tourism has proposed the establishment of a grade scenic spot integral management system to achieve normalization, and at the same time, the city (prefecture) has many problems in the quality of the scenic spots, so as to recover the assessment authority of the 3A level tourist attractions of the local culture and tourism administration departments.

Behind the A-level scenic spots business

There are scenic spots delisting, there are scenic spots listed. Reporters found in the combing, some provinces in the strict inspection of the scenic area, but also for some new scenic spots have been listed. In September 29th, Guangxi province rated the 10 scenic spots of Nanning golden flower tea park as 4A. In October 9th, Yunnan authorized Dali's Yongping 2 3A level scenic spots. In September 30th, Hebei province put 24 scenic spots with good resources and strong desire to create into 4A level scenic spots.

One side is the delisting storm, the other is the enthusiasm of listing, rating for 18 years, the growth rate of A-grade scenic spot is not diminished. In 2001, at the National Tourism Working Conference, 187 4A level scenic spots were assessed and became the official signs of grade a scenic spots in China. The 2018 statistical communique on culture and Tourism Development released in May 2019 shows that there are 11924 grade a scenic spots in the country at the end of 2018.

More local governments have invested a lot of money and human resources to participate in the A-level scenic spots. Recently, Qingdao promulgated policies in September, giving a one-time reward of 10 million yuan (previously awarded 1 million yuan) to the newly rated national 5A level scenic spots. Baoshan, Yunnan, also announced that 20 million yuan and 5 million yuan were awarded to the creation body of the county (District) that successfully created the national 5A and 4A scenic spots.

Kim believes that there are two reasons for this enthusiasm for A-level scenic spots. One is that A-level scenic spots have now become the gold lettered signboard, not only gaining the identity of tourists, but also supporting other institutions, such as the inclination of financial institutions in loan financing. Secondly, the government has paid more and more attention to tourism in recent years, and the pursuit of political achievements is also on the one hand.

"A-level scenic spot is also a good sign for local promotion, which can attract significant investments." Zou Tongqian said that the increase of 4A and the following scenic spots is closely related to the local government's right of rating.

The assistant researcher of China Tourism Research Institute, war Dongmei, suggested that more reasons came from the strong national tourism demand. In a sense, the government assessed a grade a scenic spot in addition to the "face project", which greatly promoted the construction of "appraised and promoted".

However, "we have a lot of scenic spots, but there are not many demands." The key is how to develop from quantity to quality, from multiple to good to excellent.

The higher the scenic rating is, the better the quality of the scenic area is. From the quantity structure of the existing scenic spots, the 3A and 4A are at the middle level. According to the "statistics of Chinese A-level tourist attractions in 2017" released by the tourism research and planning center of the Chinese Academy of Sciences and the Department of resource development of the Ministry of culture and tourism, 4A and 3A occupied 32% and 43% of the 9450 A-class scenic spots respectively.

"According to the rating of scenic spots, it should be a Pyramid level, but the quantity structure of A-grade scenic spots presents a strange spindle structure." In the interview, Zou Tongqian pointed out that the abnormal structure of the number of Chinese scenic spots should be 1A and 2A, but in fact 3A and 4A are the largest.

Zou Tongqian attributed this to the "profit seeking" behavior of the scenic spot. "Scenic spots are not interested in 1A and 2A, but after entering 4A and 5A, profits will grow significantly." In addition to attracting investment, the high star scenic spots are the absolute reasons for the increase in ticket prices.

The Research Report on tourism consumption of China's scenic spots released in 2018 by AI consulting shows that from 2013 to 2017, the growth rate of online tickets in domestic high star scenic spots increased by more than two digits, the growth rate in 2017 was 37.3%, and the volume of transactions increased from 4 billion 30 million yuan in 2013 to 18 billion 860 million yuan.

Commercialized double-edged sword

Although China's tourism market has been booming in recent years, it has maintained a rapid growth of over 10%, but it is not too bad to describe the development of A-grade scenic spots with monks and meatballs. Zou Tongqian told reporters, "most of the profits are 4A, 5A scenic spots, 3A scenic spots are not enough to eat, 5A level scenic spots are often crowded with people."

Especially in the moment, the increase of tickets is no longer a way of "going with the flow". When the national development and Reform Commission issued twice to promote the reduction of the ticket prices of key state-run scenic spots, the development of the scenic area was faced with a fork in the road.

Kim told reporters that the scenic area is indeed facing the pressure of survival, but the future development will be divided. Similar scenic spots such as natural parks will rely mainly on government subsidies and tickets. Some other scenic spots such as Wen Lei and other scenic spots can explore a more complex and diversified structure.

Zou Tongqian also said that one size fits all should not be adopted. "Cultural heritage scenic spots should be reduced by tickets, protected by financial allocations, and tourists will vote with feet in commercial parks such as theme parks."

But in pursuit of diversification, there is no limit. Because of the excessive commercial atmosphere, Qiao's courtyard is a case. It is reported that the division of management rights and management power led to the brutal expansion of the Qiao family complex.

Kim will oppose this. "From the mainstream, most of the more dynamic scenic spots in China are the two power differentiation scenic spots." He thinks that the excessive commercialization of Qiao family courtyard is not the inevitable result of the division of two powers, but the excessive pursuit of short-term commercial interests in the process of separation of two powers. In his view, in the separation of management rights, the government should not only coordinate the details with the operators in advance, but also maintain a reasonable boundary for the intervention of the scenic spots. Excessive intervention will restrict the vitality of the development of the scenic spots.

Zou Tongqian believes that the scenic spots such as Qiao family courtyard should first emphasize public welfare. The protection and education function should be placed first. The service function of the business should be placed in second place. "The operating service function often damages the diversity, integrity and primordial nature of the scenic spot." "What we emphasize is economic efficiency and development, but foreign emphasis is protection." According to Zou Tongqian, the development of scenic spots in China has been at the forefront of foreign countries from the standpoint of standards, but the biggest problem in China is overexploitation.

War Dongmei said, to seize the needs of tourists, people-oriented is the most important. According to the management measures of tourist attractions quality grade, tourist evaluation and feedback are also one of the bases for supervision and inspection of scenic spots.

Qiao family courtyard is just an example. Zou Tongqian believes that there are still some problems due to its temporary characteristics resulting in "waste". For example, the Shenyang botanical garden, which was the two announcement, and the Expo Park in Qingdao, which were named earlier, were caught in the confusion of positioning and management after the event.

After the examination, can the scenic spots see the road ahead and go smoothly? There is no answer to this survey.