旅游业深陷线路与价格“内卷”，导游称游客难辨好坏｜反内卷风暴

Core Viewpoint - The tourism industry is facing severe "involution," necessitating self-rescue by companies as highlighted by industry leaders [2][6] Group 1: Industry Challenges - The central government has emphasized the need to combat low-price disorderly competition and improve product quality in the tourism sector [2][6] - The phenomenon of "involution" manifests through homogeneous competition across various dimensions, including products, pricing, and marketing [2][4] - Price competition has escalated to a point where many companies engage in "loss-leader" strategies, leading to a decline in service quality [4][5] Group 2: Market Dynamics - The number of travel agencies has increased significantly, from 56,275 in 2023 to 64,616 in 2024, while revenue growth has not kept pace, indicating a supply-demand imbalance [6][7] - The average revenue for travel agencies rose from 4,442.7 billion yuan in 2023 to 5,657.7 billion yuan in 2024, but profits remained relatively stagnant [6][7] Group 3: Consumer Behavior - Tourists are increasingly seeking personalized and thematic travel experiences, yet the market lacks sufficient offerings to meet these demands [7][8] - The rise of free travel has pressured traditional group tours, which are often unable to adapt to changing consumer preferences [6][9] Group 4: Innovation and Competition - Many companies are hesitant to innovate due to tight cash flow and declining profits, leading to a reliance on low-cost strategies [7][8] - The lack of copyright protection for travel products exacerbates the issue, as successful innovations are easily replicated by competitors [7][8] Group 5: Recommendations for Improvement - Experts suggest that the tourism industry needs reforms in technology, sales channels, and personnel training to create a fair and orderly market environment [10][11] - Enhancing service quality through employee training and establishing a reward system for high service standards is crucial for improving customer satisfaction [10][11]