疫情放开后云南省旅游业发展情况调查

Investigation of Tourism Development in Yunnan Province after the Epidemic Was Released

摘要: 2023年春节，云南旅游“火出圈”，客流量、关注度大增。然而“爆棚”的云南旅游背后，目前仍然存在一些困难和挑战。例如消费者的旅游意愿如何，旅游景区应采取怎样的发展战略等。因此，在疫情放开后，对具有特殊性和代表性的广州市居民的旅游行为进行研究具有一定的现实意义。本文通过对1368名广州市15周岁以上的居民进行问卷调查，主要调查疫情放开后人们的旅游经费、次数、旅游关注点与目的以及通过什么媒介了解云南旅游业等问题进行综合分析，思考旅游行为及其云南旅游发展存在的问题，主要包括旅游项目单一以及宣传力度不够等问题。针对景区和政府，提出具体宣传媒介与方向、旅客国际化、现代化服务与旅游产业交融和乡村战略等可行性建议。云南旅游业响应国家“一带一路”建设，与国际接轨。在疫情开放旅游业重新火热的现状下，开发云南旅游业发展的更多可能性。

Abstract: In the Spring Festival of 2023, Yunnan’s tourism “fire out of the circle”, passenger flow and attention have increased greatly. However, behind the “bursting” Yunnan tourism, there are still some difficulties and challenges. For example, what is consumers’ willingness to travel, and what kind of development strategy should tourist attractions adopt. Therefore, after the epidemic is liberalized, it is of certain practical significance to study the tourism behavior of Guangzhou residents with special and representative characteristics. Through a questionnaire survey of 1368 residents over the age of 15 in Guangzhou, this paper mainly investigates people's tourism budget, frequency, tourism concerns and objectives, and through what media to understand Yunnan's tourism industry after the epidemic is released, and considers their tourism behavior and the problems existing in Yunnan’s tourism development. This mainly includes problems such as a single tourism project and insufficient public familiarity. Propose feasible suggestions for specific promotional media and directions, internationalization of tourists, integration of modern services and tourism industry, and rural strategies for scenic spots and governments. Yunnan tourism responds to the national “the Belt and Road” construction and is in line with international standards. In the current situation of the reopening of the tourism industry due to the pandemic, there are more possibilities for developing Yunnan’s tourism industry.