本报记者 曲忠芳 北京报道
从重庆洪崖洞、淄博烧烤，到天津大爷跳水、哈尔滨冰雪大世界、甘肃天水麻辣烫到“我的阿勒泰”的先后火热出圈……旅游市场的复苏与火爆，持续成为社会大众日常生活的热点话题，而随着今年毕业季到来，暑期旅游市场将再掀热潮。据多家主流OTA平台预估，今年暑期游的第一波出行高峰将自6月底开启。
6月25日，中国经营报社、中经传媒智库在北京举办了“助力旅游强国战略 互联网平台大有可为”专题研讨会，针对“网红”旅游城市的打造、旅游业高质量发展、旅游强国建设等问题，来自学术界、产业界的多名专家学者、企业负责人展开了热烈的交流讨论，碰撞出思想火花。
数字技术推动旅游业变革
中国社会科学院工业经济研究所副所长、中国经营报社社长兼总编辑季为民指出，近几年旅游业的火爆，离不开数字技术的重要助力和保障。包括互联网、大数据、人工智能等在内的新一代信息技术的广泛应用，不仅带动了旅游景区、度假区、城市，甚至村镇等的升级改造，而且对新时期整个旅游产业的全链条、全生态都产生了巨大作用，数字技术对我国旅游业的高质量发展发挥着至关重要的作用。
中国社会科学院财经战略研究院市场流通与消费研究室主任、研究员依绍华基于调研总结了新时期旅游消费的新特征、新趋势。在新一代信息技术的推动下，旅游业实现线上线下融合，催生了新业态、新模式，为旅游消费拓展了新空间。例如，跨城观演的新方式促进了“演出+旅游”的融合发展，跟着演出去旅行，成为一种新的消费方式。2023年以来，各大演唱会活动逐步恢复，不仅是一线城市有演唱会，三、四线城市以及很多县城也开始举办各种演唱会、音乐节，并且都非常火爆。此外，“返乡+旅游”，在旅游中过节，也在成为一种新的消费趋势。另外，在信息技术的推动下，围绕不同主题、不同地域空间，以旅游为载体创造了各类新业态、消费新场景。这从火爆出圈的淄博八大局菜市场、哈尔滨冰雪大世界等可见一斑。旅游和购物的结合也非常紧密，最典型的案例就是各地步行街消费场景，成为城市新的热门打卡地。
“过去地方文旅的传播方式，以开展线下旅游推介会为主，加上在中央和地方电视台投放广告宣传，文旅形象可能看起来是高大上的，比较多地使用宏大的渲染词汇，而现在通过社交媒体传播的内容更加富有感染力和生活化，能够具体到场景中，这种在传播形式和内容上的变化更能打动人，同时也更加能够吸引游客。”哈啰公共事务副总裁李洪从品牌传播的角度分享了社交媒体对旅游文化传播带来的积极改变。
众信旅游集团首席政务官宁国新在会议现场向业界发出了“流量数据要基于真实”的呼吁。他指出，大数据的统计、分析以及决策已应用于旅游业发展的各环节中，不论是政府部门，还是科研机构，或是行业平台企业，都要基于真实数据，同时将真实数据分门别类，更加科学地支撑产业发展。以入境游举例来说，如何区分旅游客人与商务客人，入境游客的习惯形态是什么……针对不同群体要采取不同方式，真实有效的数据非常关键，通过互联网平台及数字技术，推动传统旅行社的升级革新。
在路上大交通副总经理程佳祥结合企业自身分享了转型的经历，作为一家传统B2B企业，在路上自2004年左右开始进入大交通赛道，服务于大旅游行业的上下游企业，随着OTA领域的迅猛发展，公司洞察到大型团队出境、入境的市场需求，开始做入境机票；经过疫情的冲击与考验，基于OTA的技术快速迭代特点，在路上拓展业务线，向大型OTA平台、金融公司、电商平台等提供API（应用程序编程接口）、ERP（企业资源计划）软件开发等技术支持。目前，在路上已从传统的B2B公司转变成“专精特新”科技公司。
马蜂窝公关总监魏健透露，早在今年年初平台就在为暑期旅游做一些准备。在需求端，马蜂窝在App内上线了服务工具群“攻略群”，针对几百个旅游目的地提供攻略支持，适配不同游客群体的不同需求；而在供给侧方面，马蜂窝推出了“游云”SaaS系统，链接各个目的地的供应链、商家店铺等。
网红城市的流量打造“法宝”
《中国经营报》记者注意到，近几年，一个旅游城市的走红往往伴随着“网红”的特征——网红人物、网红小吃、网红演出、网红路线等等，仿佛要成为网红旅游城市、吸引到“泼天”的流量，就必须打造一个“网红元素”。
在研讨会现场，针对“网红旅游城市”的打造，与会者积极发言讨论，分享自己的理解与思考。季为民认为，人工智能（AI）推荐算法正在引领中国进入大众旅游出行的新阶段。网络化、数字化、人工智能、推荐算法，正在发挥着和李白“故人西辞黄鹤楼”、杜甫的“昔闻洞庭水，今上岳阳楼”等名篇名句等量齐观的作用，打造出一个个新时期的旅游新地标。然而需要注意的是，成为“网红城市”和最终成为旅游名城、旅游新地标之间并不能画等号，推荐算法带来客流和让游客产生宾至如归的体验也不能画等号。“网红城市”想要持续长久，需要在出行、住宿、餐饮、游玩、购物等各个方面不断提升自己的配套服务能力，这样才有可能成为真正的旅游名城，成为真正的旅游新地标。
京东零售生活旅行业务部、国内度假业务负责人许阳通过对最近几年成功打造“出圈”的网红城市复盘指出，它们基本上是由点到线再到面的立体结构。“客观来讲，网红城市不是单纯地通过非常短期的、主观地打造就能被造出来的。”许阳说道，政府需要投入真金白银，同时在有了新媒体的互动工具之后，政府在打造网红城市的过程中还需要跟民众之间有更好的互动。
在许阳看来，政府下场参与打造网红城市，解决了两个核心问题：第一个是在旅游层面，政府介入之后，游客在安全方面有了更多客观的保障；第二个是政府通过投入资源的形式参与其中，也给了所有参与方更多的信心，旅游相关的吃、住、行、游、购、娱的商家都会愿意参与当中，并通过线上渠道做种草内容，能够提高交易转化率。
同程旅行公关与事务部总经理刘洋硕在会上提出了“旅游+X”的理念，对游客来说，X是其出行的必需动力——可能是一场演出、一顿小吃、一个景点、一场赛事等。而对旅游城市、旅游目的地来说，最重要的考验就是找到这个“X”——能够诱发普通人分享欲、获得感的究竟是什么？旅游城市的打造，最关键的并不是去模仿其他城市、去大拆大建、模仿“网红局长”等，而是要挖掘城市自身的核心竞争力，找到城市自身不可复制的点。举例来说，西安的大唐芙蓉园火了，如果别的地方再去做大唐芙蓉园的复制品，那么大概率是要失败的。
近年来，我国旅游业高速发展，发展旅游业是推动高质量发展的重要着力点。在今年5月举行的全国旅游发展大会上，旅游产业被定义为“从小到大、由弱变强，日益成为新兴的战略性支柱产业和具有显著时代特征的民生产业、幸福产业”。季为民表示，希望通过专题研讨会，在更大范围内调动学术界、产业界、政界等各方积极性，共同为旅游强国作出贡献，持续推动中国旅游产业更高质量地发展。
（编辑：吴清 审核：李正豪 校对：张国刚）
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现在市场上的很多生意，大家都说做起来不赚钱，其真实情况也只是赚不到大钱而已，一般情况下，养家糊口是没问题的，譬如目前市场上，以下这几个小生意，一个人就能做，做好了也能月入2W+。 …
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疫情反复很多地方动不动就静态管理，可是苦了一些行业的从业者。尤其是饭店和旅游从业者 简直是难的一匹啦！维持下去就算不错了，都在咬牙硬抗着。我作为一名营销策划师，最近身边的好多朋友都…
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农村的致富项目真的不少，就像加工生物颗粒，一年能挣几十万元。 说到这里有朋友就会问了，什么是生物质颗粒呢？ 生物质颗粒是在常温条件下利用压辊和环模对粉碎后的生物质秸秆、林业废弃物等…
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聊起现如今的小买卖，其实很多行业都是在咬牙坚持着！尤其是在这几年，各行各业都有不少被淘汰出局的生意人，即便是有些行业能坚持下来，那大多数也都是举步维艰！ 在这种时候，对于我们普通…
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近日，朋友发过来照片，又准备在江苏开一个果冻工厂，恭喜他了，已经深耕这个行业十多年了，生意蒸蒸日上。 果冻其实很赚钱，中国每年有上百亿的销售额，同时中国超过日本成为世界上最大的果冻…