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