Analysis of the Evaluation for High-Top Tourism Development In

2021 International Conference on Management, Economics, Business and Information Technology (MEBIT 2021) ISBN: 978-1-60595-097-6

Analysis of the Evaluation for High-top Tourism Development in Hainan under the Background of Free Trade Port Construction—Based on the Application of High-top Tourism Development Evaluation Standard System Xian-xian WU1,a and Hong-jun FAN1,b,＊ 1School of Tourism Administration, Hainan College of Economics and Business, Haikou, Hainan, China [email protected], [email protected] *Corresponding author

Keywords: High-top Tourism, Hainan Free Trade Port, Evaluation Standard System of High-top Tourism Development.

Abstract. Improving the high-top tourism service capacity is an important requirement for the construction of Hainan free trade port and the development of innovative service industry. Based on the evaluation indexes of high-top tourism development, this paper uses the methods of quantitative research, information research and descriptive analysis to deeply analyze and evaluate the development of high-top tourism in Hainan. From the perspective of high-top tourism elements, this paper uses the application of the evaluation standard system of high-top tourism development to study and analyze the development of high-top tourism in Hainan. This paper holds idea that the development of high-top tourism in Hainan has unique advantages in market, industry, investment and environment, and has broad prospects for development. In the future, the focus of Hainan's high-top tourism development lies in adjusting the supply structure of high-top tourism, improving the management of high-top tourism, focusing on the key points, making up for the weaknesses and strengthening the weak points, so as to help Hainan's high-top tourism develop in an all-round way.

1. Preface 1.1. Construction of Hainan Free Trade Port On April 13, 2018, on the occasion of celebrating the 40th anniversary session of China's reforming and opening up and the 30th Anniversary Conference of the special economic zone of Hainan Province, Chairman Xi Jinping solemnly declared that the Central Committee of the CPC decided to support the Hainan free trade pilot area construction. On April 14, the CPC Central Committee and the State Council issued the guiding opinions on supporting Hainan's comprehensively deepening reform and opening up (Zhong Fa [2018] No. 12), which clearly required the Construction of China (Hainan) pilot Free Trade Zone in Hainan Island. On October 16, 2018, the State Council approved the establishment of China (Hainan) pilot Free Trade Zone, and issued the "overall plan for China (Hainan) pilot free trade zone", which requires the people's governments of all provinces, autonomous regions and municipalities directly under the central government, ministries and commissions of the State Council and institutions directly under the State Council to implement it seriously. In June 2020, the CPC Central Committee and the State Council issued the "overall plan for the construction of Hainan free trade port" and issued a notice which requires all regions and departments to seriously implement it in combination with the actual situation. The whole island will build a free trade port, greatly relax the market access of foreign capital, promote the cluster development of modern service industry, enhance the international shipping capacity, and enhance the high-top tourism service capacity. The development of high-top tourism in Hainan Province focuses on medical tourism, inbound tourism and exhibition tourism, tax exemption of outlying islands and other industries. For example, Boao in Hainan Province is

136 determined to be the Pioneer Area of international medical tourism and vigorously develop international medical tourism and high-top medical services. Since May 1, 2018, Hainan Province has implemented the visa free entry policy for people from 59 countries, and the visa free entry staying time has been extended to 30 days Days, the team visa free is relaxed to individual visa free; the international level of the exhibition is improved, and the yacht entry procedures are greatly promoted by simplifying the yacht entry procedures; the duty-free shopping limit of outlying islands is increased from 5000 yuan to 16000 yuan, and the variety of goods is expanded from 21 categories to 38 categories, from leaving islands by plane to leaving islands by train, and from purchasing in physical stores to online shopping.[1] 1.2. Evaluation Standard System of High-top Tourism Development This paper takes Jiang Ling's research on the construction and application of the evaluation standard system of high-top tourism development—Taking Shenzhen as an example, and constructs the evaluation index system of high-top tourism development according to the constituent elements of high-top tourism. The indicators are designed in accordance with the principles of comprehensive, systematic, important, comparable, qualitative and quantitative, which helps to determine the current situation, problems and causes, development conditions and development trends of high-top tourism development in the country (region), scientifically grasp the macro environment and basic conditions of high-top tourism development in the country (region), comprehensively analyze the current situation of high-top tourism development, and provide reference for the development of high-top tourism in the country (region) In order to provide the basis for the further development of high-top tourism, the relationship between the components of high-top tourism should be confirmed.[2] This set of high-top tourism development evaluation index system mainly includes high-top tourists (number of domestic and foreign tourists), high-top tourism industry scale (scale of travel agencies, scenic spots, hotels, new tourism formats), high-top tourism income (tourism income, foreign exchange income, domestic tourism income), high-top tourism investors (government income, social investment scale, new investment and financing methods), high-top tourism industry It is composed of 6 first-class indicators, 19 second-class indicators and 36 third-class indicators to evaluate the Tourism Management (high-top tourism scale, relevant policies, tourism management institutions, tourism management talents) and high-top tourism development environment (economic environment, political environment, natural environment, social and cultural environment).

2. About High-top Tourism Many scholars have studied high-top tourism, involving marketing, industrial positioning, industrial practice, market cultivation, construction and application of development evaluation index system, etc. Wei Xiaoan, a well-known scholar, once believed that high-top tourism refers to tourism products located at the top of the tower. High-top tourism has three characteristics: high consumption, long stay and high requirements. Li Xinjian and Cui Li have different views on this. They think that the focus of high-top tourism products lies in the level and effect of experience, not in the level of payment price. High-top tourism needs to highlight experience design, do Situational Design and guidance, so as to help tourists get a good tourism experience. Therefore, the core of high-top tourism products lies in careful design and effective implementation.[3] Jiang Ling's research perspective on high-top tourism is different. She believes that determining the cognitive standard of high-top tourism can improve the industrial confusion and concept mixing caused by the lack of high-top tourism standardization system, and guide the healthy development of high-top tourism industry. Therefore, she constructed a set of high-top tourism development evaluation standard system from the elements of high-top tourism. [3] In the future, this paper will also apply this set of development evaluation system to study and analyze the development of high-top tourism in Hainan.

137 According to the data of China Statistical Yearbook 2020, in 2019, there will be 6.006 billion domestic tourists, 169.2054 million outbound tourists, 131.254 billion US dollars in international tourism revenue and 5725.092 billion yuan in domestic tourism revenue. The overall market scale of online tourism industry is large, and the core is the high-top online tourism market. The proportion of the middle class in the population rises, and the high-top consumer demand increases. [4] At the same time, in China's high end tourism consumption report, iResearch pointed out that the modern high-top tourism market presents the following obvious characteristics: Table 1. Characteristics of modern high-top tourism market. Programme Detailed description Basic standard Product price: 20000-100000 yuan; Service: 24-hour butler service; Hotel: five-star hotel or local characteristic luxury hotel. Loyalty High loyalty to the brand and high repurchase rate. Privacy Privacy is an important guarantee of travel Uniqueness of resources Providing characteristic activity and scarce activity resources Travel experience Tourism experience is the focus of travel

3. Analysis of the Evaluation for High-top Tourism Development in Hainan 3.1. High-top Tourists According to the latest tourism statistics released by the official website of Hainan Provincial Department of tourism, culture, radio, television and sports( lwt.hainan.gov.cn), by December 2020, the total number of tourists (cumulative value, the same below) in the province was 64.5509 million, with a year-on-year growth of 3.9%; domestic overnight tourists were 54.3502 million, with a year-on-year increase of 5.5%; and daily tourists were 9.9766 million, with a year-on-year increase of 6.3% . Table 2. Statistics of tourists in Hainan Province. Cumulative value(Jan. to Dec. Programme a year-on-year growth（%） 2020) Total number of tourists（10 6455.09 3.9 thousand person times） 1.Overnight tourists（10 thousand 4141.52 5.5 person times） (1)Domestic overnight tourists 5435.02 5.5 (2)Inbound overnight tourists 22.40 -83.1 2.Day-tripper（10 thousand 997.66 6.3 person times） Data source: Hainan Provincial Department of tourism, culture, radio, television and sports

According to the comparative analysis of statistical data, the cumulative number of tourists in Hainan Province in December 2019 is 83.1120 million. With reference to the impact of the global epidemic and the holding of China International Consumer Goods Expo in Hainan in May 2021, Hainan's tourism has developed rapidly. This year, the number of tourists in Hainan Province will reach a new high and is expected to reach hundreds of millions. From the two secondary indicators of the number of tourists at home and abroad, the number of tourists in Hainan Province is increasing year by year, and the tourism demand is very large. With the upgrading of tourism consumption, the number of consumers who flow from mass tourism to high-top tourism is growing, and Hainan's high-top tourism market has a broad prospect. 3.2. Scale of High-top Tourism Industry The scale of high-top tourism industry in Hainan Province can be analyzed in detail from the aspects of travel agencies, scenic spots, hotels and new tourism formats. According to the latest statistics of Hainan tourism and cultural resources database published by the website of sunshine hainan (by January 2021), there are 493 travel agencies, 69 tourist attractions,

138 including six 5A scenic spots, twenty-three 4A scenic spots, forty 3a and below scenic spots, one hundred and twenty two tourist hotels, twenty four five-star hotels, thirty-eight four-star hotels, and sixty three-star and below scenic spots. (see Table 3) Table 3. Statistics of tourism industry in Hainan Province. Type Category segmentation Number Travel agency Not yet 493 5A 6 Scienic spots（A level） 4A 23 3A and below 40 5 Star 24 Tourism hotels（Star level） 4 Star 38 3 Star and below 60 5 Coconut level 20 Countryside scienic spots（Coconut 4 Coconut level 28 level） 3 Coconut level and below 103 Golden B& B hotel 7 Coutryside B& B hotels Silver B& B hotel 32 Copper B& B hotel 15 Data source: Website of Sunshine Hainan(lwt.hainan.gov.cn)

In addition, there are many kinds of new tourism formats in Hainan, and standardized market management has been done. For example, Hainan Province has established coconut level evaluation standards to grade countryside tourism spots in the province, including 20 five coconut level, 28 four coconut level and 108 three coconut level and below. There are 7 golden B& B hotels, 32 silver B& B hotels and 15 copper B& B hotels. In addition, Hainan Province also has its own characteristics in golf, yacht, cruise, international sports events and other fields. Golf. Hainan has 45 special themed golf courses, which are concentrated around the eastern expressway, mainly in Haikou, Boao, Wanning and Sanya. Golf events such as Hainan Golf Open and Hainan youth golf tour are regularly held every year, attracting fans and tourists at home and abroad. Yachts. Hainan has 5 entry-exit ports for yachts, including Sanya Hongzhou International Yacht Club, Haikou Port, Qinglan port, Yangpu Port and Basuo port; 6 yacht berthing ports, including Sanya Hongzhou International Yacht Club wharf, Sanya Banshan Peninsula sailing port, Lingshui Qingshuiwan Yacht Club wharf, Wanning Huarun Shimei Bay Yacht Club wharf and Haikou Xinbu Island Yacht Club wharf, Haikou Huacai Jiepeng Yacht Club wharf. In addition, Hainan Province actively supports the implementation of visa free entry policy for foreign tourist groups taking cruise ships for 15 days. Optimize the quarantine supervision mode for cruise ships and cruise passengers. We will build an international distribution center for cruise tourism on shore, and establish customs supervision systems for inspection, quarantine, and clearance that are compatible with international distribution business. Hainan, Hong Kong and Macao yacht free travel will be implemented. [1] Hainan holds a number of international sports events every year, such as Hainan International Marathon, Around Hainan island international sailing race, Around Hainan island international road cycling race, China dragon boat race, world bodybuilding Mr. and bikini Miss race, etc. 3.3. High-top Tourism Revenue According to the latest tourism statistics released by Hainan Provincial Department of tourism, culture, radio, television and sports’ official Website of Sunshine Hainan (lwt.hainan.gov.cn), affected by the global and domestic epidemic situation, by December 2020, the province's total tourism revenue (cumulative value, the same below) will be 87.286 billion yuan, a year-on-year increase of - 17.5%; domestic tourism revenue will be 86.524 billion yuan, a year-on-year increase of - 12.8%; international tourism (foreign exchange) revenue will be 111.92 million US dollars, a year-on-year increase of - 88.5%. (see Table 4)

139 Table 4. Tourism income statistics of Hainan Province. Cumulative value(Jan. to a year-on-year growth Content Dec. 2020) （%） Total tourism revenue（billion yuan） 87.286 -17.5 1.Domestic tourism revenue（billion yuan） 86.524 -12.8 2.Inbound tourism revenue （ million US 111.920 -88.5 dollars） Data source: Hainan Provincial Department of tourism, culture, radio, television and sports

According to the statistical data analysis, affected by the epidemic situation, Hainan's tourism revenue growth momentum is slightly insufficient. According to the data analysis, there are some problems in the supply of high-top tourism market in Hainan Province. The supply of tourism market cannot meet the growing demand of tourism market, which involves the tourism industry, management norms, product design, industrial operation and other more reasons. 3.4. High-top Tourism Investor The investment of high-top tourism in Hainan Province is analyzed from the government investment and social investment. Government infrastructure investment is mainly reflected in the infrastructure of aviation, railway, highway and port. Hainan has built six airports, including the civil airports as Haikou Meilan International Airport, Sanya Fenghuang International airport and Qionghai Boao International airport, and the military airports as Lingshui airport, Ledong airport and Sanya airport. The Hainan Island-around railway connects the East and the west,and the expressway has formed a crisscross trend, and the trains in the suburbs of Haikou have been put into operation in 2019. There are three ports in Hainan, namely Haikou Port, Yangpu Port and Sanya port. Haikou Port is an important port for foreign trade in Hainan Province. Sanya port has five berths for production, including three berths for 1000 tons. According to the State Council's report on the situation of Hainan Province in 2017, the investment in key projects of Hainan Province was 231.03 billion yuan, an increase of 8.1%, and the annual investment plan was 101%. 210 projects, including Sanya Atlantis, Haikou wuyuanhe Sports Center, Haikou Guanlan Lake Resort, Haikou Changying Hainan "Global 100", Hainan Ecological Software Park, Ledong Hospital of traditional Chinese medicine, Sanya Fenghuang Airport Phase III reconstruction and expansion, Haikou Port Macun Port Phase III bulk cargo terminal, Qiongzhong Ledong expressway, Qiongzhong pumped storage power station, exceeded the annual investment plan.[5] 3.5. High-top Tourism Management In the "overall plan for the construction of Hainan free trade port" issued by the CPC Central Committee and the State Council, it is clearly pointed out that in the arrangement of Hainan's industrial layout, tourism industry, modern service industry and high-tech industry should be the leading industries, foreign capital market access should be greatly relaxed, and high-top tourism service capacity should be enhanced. At the same time, "tourism" has been mentioned many times in the overall plan, especially the development of cruise tourism, medical tourism, duty-free shopping and other high-top tourism formats. In order to standardize the collection, usage and management of special funds for tourism development and improve the efficiency of the usage of tourism funds, the general office of Hainan Provincial People's Government printed and issued the interim office for the management of special funds for tourism development in Hainan Province to strengthen the management of the usage of tourism funds. With the demand of Hainan free trade port construction, the demand for talents is more and more urgent. The Organization Department of Hainan CPC provincial Party committee has carried out open recruitment for many times at home and abroad. In order to solve the problem of Hainan tourism talents, Hainan Province also needs to actively build tourism talents information database, set up

140 tourism management talents training base relying on domestic and foreign tourism colleges, improve the quality of tourism talents, implement high-level person time introduction, build tourism talents development think tank, and create a good social environment for the settlement of tourism talents. 3.6. High-top Tourism Development Environment Hainan Province is China's southernmost provinces. The administrative regions include the reefs and their waters of Hainan Island, Xisha Islands, Zhongsha Islands and Nansha Islands. Hainan province is the largest province in China, and Zengmuansha of the Nansha Islands of Hainan is the southernmost territory of China. The total land area of the province (mainly including Hainan Island and Xisha, Zhong Sha and Nansha Islands) is 35 thousand and 400 square kilometers, and the sea area is about 2 million square kilometers. Hainan Province has abundant and excellent natural resources. Hainan has tropical marine climate characteristics, warm and hot throughout the year, abundant rainfall, obvious dry and wet seasons. The annual sunshine hours of Hainan Island are 1750-2550 hours, the annual average temperature is between 23-26 degrees Centigrade, and there is no winter in the whole year. The forest coverage rate of the province is 62.1%. The air quality is excellent in general, with the proportion of excellent days being 99.4%; the water quality of the coastal area is generally excellent, most of the coastal areas are in a clean state, and the first and second types of seawater account for 97.7%. There are 4622 kinds of wild vascular plants in the province, accounting for 15% of the national species. Among them, there are 491 species of Hainan endemic species, 48 species are listed as the national I and II key protection plants (the first batch). A total of 49 natural reserves, including ecosystem, wildlife and natural landscape, have been established in the province, with a total area of 27023 square kilometers. Among them, 10 national nature reserves, 22 provincial natural reserves and 17 municipal and county-level natural reserves. The total area of wetland is 3200 square kilometers, of which the natural wetland area is 2420 square kilometers, accounting for 75.63% of the total wetland area; the artificial wetland is 780 square kilometers, accounting for 24.37% of the total wetland area.[5] In terms of economy, according to the data of Hainan statistical yearbook 2020, the GDP of Hainan Province in 2019 is 530.893 billion yuan, and the per capita GDP is 56,507 yuan. Among them, the first industry was 108.036 billion yuan, an increase of 8.7%; the second industry was 109.903 billion yuan, an increase of 4.2%; the third industry was 312.954 billion yuan, an increase of 8.2%. In recent years, the proportion of GDP and growth rate of the tertiary industry in Hainan Province are particularly prominent, which is also the normal phenomenon of industrial development in Hainan Province over the years. Table 5. Statistics of GDP, GDP of three major industries and per capita GDP of Hainan Province from 2005 to 2019. GDP of GDP of GDP of The 1st The 2nd The 3rd Provincial Provincial the 1st the 2nd the 3rd Average industry industry industry Year GDP (billion GDP industry industry industry GDP growth growth growth yuan) growth (%) (billion (billion (billion (yuan) (%) (%) (%) yuan) yuan) yuan) 2005 91.875 N 29.586 N 24.083 N 38.206 N 11165 2006 106.567 13.79% 31.571 6.29% 30.862 21.97% 44.134 13.43% 12810 2007 125.417 15.03% 35.217 10.35% 36.462 15.36% 53.774 17.93% 14923 2008 150.306 16.56% 42.55 17.23% 42.258 13.72% 65.898 18.40% 17691 2009 165.421 9.14% 45.128 5.71% 43.331 2.48% 76.962 14.38% 19254 2010 206.45 19.87% 52.689 14.35% 54.605 20.65% 99.156 22.38% 23831 2011 252.266 18.16% 64.387 18.17% 67.008 18.51% 120.871 17.97% 28898 2012 285.554 11.66% 69.354 7.16% 73.781 9.18% 142.419 15.13% 32377 2013 317.756 10.13% 73.603 5.77% 79.739 7.47% 164.414 13.38% 35666 2014 350.072 9.23% 80.952 9.08% 87.597 8.97% 181.523 9.43% 38924

141 2015 370.276 5.46% 85.472 5.29% 87.582 -0.02% 197.222 7.96% 40818 2016 405.32 8.65% 94.835 9.87% 90.595 3.33% 219.89 10.31% 44347 2017 446.254 9.17% 96.284 1.50% 99.635 9.07% 250.335 12.16% 48430 2018 491.069 9.12% 98.596 2.3% 105.314 5.4% 287.159 12.8% 52801 2019 530.893 7.5% 108.036 8.7% 109.903 4.2% 312.954 8.2% 56507 Data source: Hainan statistical yearbook 2020

Figure 1. GDP growth of Hainan Province and three major industries from 2005 to 2019.

4. Overall Evaluation of High-top Tourism Development in Hainan Province This paper uses the evaluation index system of high-top tourism development constructed by Jiang Ling to make a preliminary evaluation on the development of high-top tourism in Hainan Province. According to the five indicators of high-top tourists, high-top tourism industry scale, high-top tourism income, high-top tourism investors, high-top tourism management and high-top tourism development environment, this paper analyzes and evaluates the five indicators, in order to provide suggestions and reference for the development of high-top tourism in Hainan Province. After analysis and research, this paper believes that the future development of high-top tourism in Hainan has great potential. At the same time, this paper also points out that the current development of high-top tourism in Hainan province needs to focus on solving the problems of high-top tourism revenue and high-top tourism management, that is, improving the tourism supply capacity through structural adjustment, improving the tourism talent training mechanism and relevant tourism laws and regulations, so as to create a good environment for the development of high-top tourism and promote the orderly and healthy development of high-top tourism. Table 6. Evaluation results of Hainan high end tourism development. SN evaluating indicator qualitative evaluation 1 Hainan high-top tourists ＋ 2 Hainan high-top tourism industry scale ＋ 3 Hainan high-top tourism avenue — 4 Hainan high-top tourism investors ＋ 5 Hainan high-top tourism management — Hainan high-top tourism development 6 ＋ environment

142 Acknowledgement This research is in the research projects and financially supported by the 2019 Planning Research Project of the Ministry of Culture and Tourism of the P.R.C., “Publicity and Investigation of countryside tourism poverty alleviation in National Rice Park of Sanya City, Hainan Province” No: WLRCD2019-139. And supported by the 2020 Hainan’s higher education scientific planning project “Research on the development of leisure agriculture tourism based on industrial integration: a case study of Haikou City” No: Hnky2020-68 and supported by the Construction of National "Double High" project of Tourism Management Specialty Group in Hainan College of Economics and Business.

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