营销视角下《旅游法》对旅游经济影响的实证研究

《旅游法》是规范旅游行业的硬性法律文件。它的法律效力来自对其硬性和柔性价值应用的平衡。《旅游法》颁布与实施引起广泛的社会关注。为了弄清《旅游法》对旅游经济的影响,本研究通过对旅游业内人士进行问卷调查、深度访谈,对比《旅游法》实施前后旅游市场出现的变化,发现实施前的《旅游法》是一个营销事件,在法律宣传中嵌入了提前释放旅游消费需求的商业目的。实施后的《旅游法》正式从法律的角度触碰条块分割等旅游痼疾,集中面对执法过程中旅游者、旅游景区、旅游企业的利益诉求和困惑。在旅游时间与旅游价格的权衡中,旅游者的中国式旅游消费正逐渐扩展到《旅游法》执行后迅速增长的自由行、短途旅游、老年旅游和文化旅游的市场空间。旅游产品营销要紧密结合这些新趋势。

An Empirical Study of the Influence of Tourism Law on Tourism Economy from the Perspective of Marketing

Tourism Law is a legal document to regulate tourism industry. Its legal effect is achieved through a balance between rigidity and flexibility in its application. The issuing and implementation of Tourism Law has aroused a wide attention in society. To clarify the law＇s influence on tourism econo- my, the present research discovers, after doing a series of questionnaires and interviews with people in the industry and comparing the changes before and after the law＇s implementation, that Tourism Law is a marketing event before its implementation. It means the publicizing of the law interweaves with the commercial purpose of releasing in advance the consumption demand of tourism. The law in imple- mentation touches such chronic problems in tourism as piece partitions, confronts different interest demands and puzzles of tourists, scenic spots and tourism enterprises. In the tradeoff between trave- ling time and traveling price, the Chinese-style tourism consumption has been expanding the market space of the rapidly increasing individual visitors, short-distance tours, tourism of the aged, and cul tural tourism when the law is implemented. Therefore, the transformation of tourism products should closely follow these new tendencies.