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Gao Shunli: The development of travel residence cannot be a one-size-fits-all approach

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2025-01-18

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Author | Gao Shunli

Editor-in-chief | Yang Ming

Editor | Liu Kaiye

Come Source | Chinese Academy of Social Sciences Tourism Research Center

As winter approaches, travel and residence become increasingly popular, especially in southern provinces such as Yunnan and Hainan, which attract countless "migratory bird" travelers seeking refuge from the cold each year. Travel and residence, in short, is choosing to live elsewhere for a period of time. In recent years, various regions have actively promoted the development of travel and residence to attract tourists. For example, Yunnan has introduced the "Three-Year Action Plan to Accelerate the Construction of Travel and Residence in Yunnan," aiming to cultivate over 3,000 key villages for travel and residence across the province by 2027. The support from government departments is undoubtedly beneficial to the development of travel and residence. How can we do this better?

Avoid a one-size-fits-all approach

Travel and residence customers belong to the general public in the leisure and vacation sector. Based on the practices of travel and residence in some places, hardware development should strive to correspond to the needs of the customer base; oversupply means hidden dangers.

For example, in the past two years, some cities adjacent to Beijing and Tianjin have carried out large-scale renovations of vacant village houses, centrally building "XX courtyards." Afterwards, it was discovered that these residences were not easy to sell, resulting in waste.

The price of travel and residence offerings should be suitable for the mainstream customer base, meaning that facilities, supporting facilities, and services should be of good quality and value for money, with a large proportion being economical and affordable products. Some rural "farm stays" and "vacant houses," with appropriate renovations, adequate food and accommodation, and improved environment, can meet the needs of the general public for travel and residence.

Travel and residence visitors come from all over and have different economic conditions, so their travel and residence goals and consumption levels naturally vary. Therefore, the types of travel and residence products should be as diverse as possible. Taking meals as an example, some people only need a canteen, some are willing to "eat and drink together" with the landlord, while others prefer to buy and cook their own food. The same applies to other needs. This requires diversified supporting services, rather than a one-size-fits-all approach.

For travel and residence, replication should be limited to methods, not villages or travel and residence products, otherwise it will result in "a thousand villages with the same face."

In recent years, some places have turned whole-village renovations into templates in the process of relocation and improvement of public services, building village history museums regardless of their history. Practice has shown that tourists do not appreciate this.

The aesthetic level of the village appearance is related to the enthusiasm of travel and residence visitors. Villages that receive travel and residence visitors should introduce professional planning and design expertise. Items such as obtrusive solar water heaters, exterior wall and floor tiles, welded steel pipes and iron gates, and street advertisements should be prioritized for improvement. Referencing rural tourism or travel and residence standards, relevant villages or host households can be rated and graded.

In terms of public facilities and services, efforts should be made to solve problems for travel and residence visitors. For example, in terms of transportation, whether it is increasing the frequency of flights and high-speed rail services, expanding the coverage of expressways, or improving the convenience of car rentals, it is necessary to resolutely break through bottlenecks; in terms of construction, the principle of environmental protection and practicality should be followed, using environmentally friendly building materials as much as possible to solve problems such as dampness, mosquitoes and flies, and hygiene; in terms of life, a convenient living circle should be actively created, with relatively convenient access to water, electricity, and gas, shopping, and transportation; there should also be basic guarantees for emergencies and assistance.

Make good use of resources to "retain" customers

Enjoying a pleasant climate is only a basic requirement for travel and residence; it is also necessary to highlight the display of culture and customs. Many local characteristic cultural resources should be excavated and interpreted to guide travel and residence visitors to experience and appreciate them. Various traditional dwellings such as adobe houses, thatched houses, stilt houses, and stone houses, as well as local clothing, weddings and funerals, folk festivals, and production activities, are all valuable cultural resources to be developed.

Travel and residence also needs to have participatory experience projects. Some demonstration production workshops, such as the tofu workshop in Jingning, Zhejiang, the sugarcane sugar-boiling workshop in Songyang, and participatory activities such as tea picking, fruit picking, and vegetable harvesting are good attempts; there are also intangible cultural heritage production demonstration projects, such as silverware making, various crafts, textile embroidery, and peasant painting, which can also allow travel and residence visitors to have something to do and enjoy; there are also Pu'er tea making, coffee roasting, ham curing, and pipa pig making, these "hidden new specialties" all have development potential and interest.

Catering is also an important aspect, and it is necessary to advocate for innovation in tourism catering. For travel and residence visitors, the catering in the destination is mostly characteristic. The higher goal is universality and integration, requiring the use of local ingredients and bold innovation. For example, the "Yunnan cuisine with Western techniques" of a restaurant in Kunming and the "Tibetan cuisine with Chinese techniques" of a restaurant in Lhasa have practical demonstration value; there is also the way of drinking Pu'er and Dianhong tea, in addition to individual drinking, it is also possible to explore "adding atmosphere" and "adding tea snacks," such as British afternoon tea and immersive real-scene tea breaks, allowing high-end Yunnan drinks to transition from single to compound, and from thirst-quenching and refreshing to leisure and taste.

In order to better "retain" customers, while doing a good job in travel and residence products and services, it is possible to strengthen communication and cooperation with target customer source areas, including government public relations, enterprise cooperation, and mutual delivery of customers.

For example, it is possible to actively develop organized customer delivery channels, communicate with trade unions, retirement offices, self-driving associations, and sports training teams in target customer source areas to strive for organized group customers; it is also possible to strengthen cooperation with high-end health care institutions, through rewards or discounts, to organize elderly care and health care groups to come for travel and residence. Some elderly care chain institutions have conducted explorations, where residents can "migrate" and vacation in more than 30 cities for a certain fee.

In terms of publicity, it is necessary to strengthen the targeted nature of publicity and marketing. It is necessary to maintain regular, multi-media publicity, but also to use activities and exhibitions to promote, and to further explore the feelings and experiences of travel and residence visitors, allowing travel and residence visitors to become promoters of word-of-mouth effects, personally describing their true feelings.

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