Contents

PrefaceSong Rui／001

Ⅰ　General Reports
1　The Development of China’s Tourism in 2014-2015:New Environment, New Normal and
　　New Stage【Tourism Research Center, CASS】／001
Abstract: After the adjustment year of 2013, facing the international background of a sluggish recovery of the global economy, the domestic environment of deepening the reforms as well as “new normal” of national economy, China’s tourism development has undergone profound changes in 2014. Specifically, in the policy perspective, new programmatic document has been enacted, administrative examination and approval have been significantly simplified and the comprehensive reform has been fully promoted. In the market perspective, the high demands have been more robust, dynamic and diversified, different kinds of consumptions boom. In the industry perspective, tourism has become a hot spot for investment and new leading enterprises are emerging. The new competition and cooperation within and across the sectors, as well as the platform strategy have become the competitive trend. In the social perspective, tourism becomes a hot topic of consensus and the expectations of tourists set up new targets for the industry. Meanwhile, the practice and innovation of smart tourism, the discussion on national park system, the increasing tourism trade deficit and the tourism development of new world heritage which covers different regions are all highlights of 2014. Looking forward, under the idea of “scientific tourism”, Chinese tourism should be supported by legalization as well as socialization, handling the relationships between common wealth and economic industry, between government and market, between quality improvement and quantity extension properly. China’s tourism will step into a new stage which is featured by “achieving prosperity by rational development and expending quantity through quality improvement”. Tourism will play more important role in the national economy, social development, people’s well-being, foreign exchange and cooperation, as well as the national image.
Keywords: China’s Tourism; New Normal; New Stage

2　The Top 10 Hotspot Issues in China’s Tourism in 2014【Tourism Research Center, CASS】／023
Abstract: The top 10 hotspot issues in China’s Tourism in 2014 are as follows: (1) No. 31 Document of the State Council was enacted, which established the direction of tourism reform. (2) The smart tourism is growing rapidly, and it will go a long way towards sustainable development. (3) The capital market is extremely active while the risk of the tourism industry accumulates. (4) Driven by various strength, online tourism develops very fast. (5) The “golden week” became a hot point once again since public holiday concerned the livelihood of the people. (6) The tickets prices of scenic spots caused public dispute, and such a comprehensive and complicated issue should be analyzed more rationally. (7) Regional cooperation is widely anticipated since two new world heritages of UNESCO are all cross-regional. (8) The “Beautiful China” is popular on Facebook, which represents the innovation of overseas tourism promotion. (9) Chinese hotel enterprises start to pursue overseas development, and the international expansion is a long journey. (10) The accidents related to tourism occur frequently, and the risk management should be enhanced.
Keywords: Year 2014; China’s Tourism; Top 10 Hotspot Issues; in-depth Analysis

Ⅱ　Annual Feature
3　Neighbors Tourism: Concept, Experience and Strategic Choice【Zhang Guangrui】／043
Abstract: Neighbors Tourism is a major part of international tourism, and there are numerous good examples and experiences in this field to follow and spread in the world. China is a large country with a good many neighbors around, and the neighbors tourism is an inevitable choice for its international tourism development. In the face of the changing situation at home and abroad, the strategy for promoting neighbors tourism is the demand of the times. China now has the ability and obligation to take active steps and work together with neighboring countries to create a good model of neighbors tourism development in Asia, fulfilling the UNWTO’s initiative known as “Tourism Enriches”.
Keywords: Neighbors Tourism；International Tourism；China’s Tourism

Ⅲ　Annual Themes
4　The World and China: Positioning and Comparison of Tourism Industry【Jin Zhun】／058
Abstract: Currently, the world tourism division system is undergoing profound changes, and the intercontinental tourism division is being formed. China and other BRICS countries are leading the development and upgrading of the tourism industry, which is driving the changes of global tourism. World tourism has entered a new phase of globalization dividend. Sector innovation, communication and interaction have become the new driving force of world tourism development. In this process, being a global power in tourism economy, China is playing an increasingly central role in the global tourism value chain. It has a positive force to both the Asia-pacific and global tourism pattern, and also it is where the value of China’s tourism industry development and reform lies in.
Keywords: World Tourism Division System; China’s Tourism Industry; Positioning and Comparison

5　The Strategic Transition: the Globalization of China’s Tourism and the Sinicism of World’s
　　Tourism【Wei Xiao’an】／073
Abstract: Currently, China has transferred from a country with various sightseeing resources to a powerful tourism country. China has stepped into a new stage. And now, the point is that we should strive to achieve the globalization of China’s tourism and the Sinicism of world’s tourism. To promote the globalization of China’s tourism, it is a must to set up the modern view of China tourism, to have the global conscientiousness, to take global actions, to improve the global experiences of China’s tourism, to increase the integration of China’s tourism and the world’s tourism, and to hoist the service of China’s tourism. To achieve sinicism of tourism in the world, we need a breakthrough in the concept. It is time to shoulder the responsibility, exert worldwide impact and share experiences. As for the construction, corresponding to the world’s development, it is necessary to form a better market order on the basis of the Tourism Law, which contributes to the tourism enterprises integrating into the world, and virtually realize regional internationalization.
Keywords: China’s Tourism; Globalization; Global Tourism

6　China’s Image as a Tourism Destination: Formation, Improvement and Practices
　　【Hu Ruijuan, Monica Z.Zhi and Kuang Lin】／091
Abstract: Destination image has long been proved to be an important factor that influences selection of destinations among travelers. The aim of this paper is to analyze the formation and development process of the destination image of China and discuss accordingly its implications for further marketing efforts. Based on findings from a recent project conducted by China National Tourist Office in London on how UK people perceive China as a tourism destination, the significance of promotion activities focusing on improving China’s destination image is examined and discussed.
Keywords: China’s Image as a Tourism Destination; Formation; Promotion; UK Market

Ⅳ　Special Reports
7　Report on China’s Tourism Price Index in 2014【Tourism Research Center, CASS】／102
Abstract: Since 2011, Tourism Research Center of Chinese Academy of Social Sciences has started to study and compile tourism price index (TPI), which is the first overall index on tourism consumption published by academic institute. TPI contains prices of four primary services in tourism and give some help to tourists. TPI in 2014 presents stable with a slight rise. In the mean time, the overall fluctuation of four types of cities is almost the same as that of TPI, and municipality cities turn out to be relatively steady. Traffic factors become the main factors influencing the movements of TPI, closely followed by accommodation. As for the proportion structure of four primary services, the accommodation costs of four types of cities presents decline characteristics, while entrance fee presents rise characteristics. Overall, the trend of TPI in 2014 maintains relatively steady.
Keywords: China’s Tourism Price Index; City Tourism Prices; City Standard Tourism Expense

8　Report on Public’s Concerns on Tourism in 2014【Tourism Research Center, CASS】／114
Abstract: Since 2010, Tourism Research Center of Chinese Academy of Social Sciences has cooperated with lotour.com to carry out a continuous investigation on hot spots in tourism. Report on public’s concerns on tourism in 2014 analyzes citizens’ attention paid to domestic cities, scenic spots and outbound destinations. The report conducts interpretation and analysis on six interests such as The Malaysian Flight MH370 Disappeared, The Effect of Haze on Tourism, Tourist Safety, The Holiday of Labors Day, Summer Tourist Season, Tourism Estate. The report also makes a deep analysis on Smart Tourism and Self-driving Travels and keeps track of the competition between High Speed Rails and Planes.
Keywords: 2014; Citizen’ Tourism; Concern

9　2014 Year of Smart Tourism:Structural Changes of Tourism and Tendencies of Smart Scenic
　　Areas【Tourism Research Center, CASS】／133
Abstract: China’s tourism industry is undergoing profound changes, the scenic areas are facing a structural change. The arrival of “uncontrolled tourism” brings China’s tourism industry and scenic areas with severe challenges and problems. It forces the scenic areas to improve their smart service capabilities constantly and promote reform and innovation. The future of smart scenic areas lies in service innovation, lies in providing unlimited service with infinite wisdom.
Keywords: Smart Scenic Area; Reform; Innovation; Service

10　Report on China’s Self-driving Travels in 2014【Tourism Research Center, CASS】／141
Abstract: With the sustained and rapid growth of China’s self-driving travels, higher standards for self-driving travels conditions and service are required. The growing number of self-driving travels groups has already caused new contradictions and problems, making requests for regulatory agencies and industry operators.