微旅游研究综述

为满足多元化、多层次、复合型的旅游需求,2008年,中国在旅游工作会议上将现代旅游业转型作为国家层面的旅游发展战略,明确提出新型旅游产品的开发,使之更具有休闲化、体验性、多元化、特色化。微旅游作为一种新型的旅游形式,在出游时间、方式、目的地、活动内容等方面更加灵活自由。它与短途旅游、背包旅游有着本质的区别,具有时间短,距离近,小众市场,体验性强,无景式,消费少,随意性大等特色,这正迎合了中国旅游产品转型的市场需求。微旅游的发展应在政府部门引导和旅游企业参与之下,遵循自身特色和传统旅游开发的基本性原则,抓住特色旅游市场需求,创造新型的微旅游产品,改善旅游服务质量,努力挖掘潜在微旅游市场,运用信息网络平台加大营销力度,在现有的旅游政策基础上完善微旅游保障机制。唯其如此,微旅游得以持续稳定地发展,促进中国旅游业的有效转型。

A Research Review on Micro Tourism

In order to satisfy the diversified, multi-level and complex travel demand, at the meeting of China tourism work in 2008, China National Tourism Administration（ CNTA） decided to transform the modern tourism as tourism development strategy of national level, proposed the creation of new tourism products, and made it more leisurely, experiential, diversified and characteristic. As a new tourism form, the micro tourism is now getting more popular for most tourists as to the travel time, the method, the destination and the activity contents. It has essential difference from the jaunt and backpacker tourism. It shows the characteristic of a short time, short distance, niche market, no scene type, less consumption and randomness, which caters to the demand of the Chinese tourism products transformation. In accordance with the rule of the micro tourism, the government departments and tourism enterprises shall follow their own characteristics and the fundamental principle of traditional tourism development to meet the demand of special tourism market, create a new type of the micro tourism products, improve the quality of tourist services, and explore the potential for the micro tourism market. Under the environment of the micro tourism market, the government departments and tourism enterprises shall make full use of the information network platform to increase marketing efforts and improve the mechanism of micro travel security. Based on the existing tourism policy, it is suggested to make sustained steady development of the micro tourism and promote the effective transformation of Chinese tourism industry.