后世博时代的世博旅游效应及其应对策略——以上海世博会为例

Tourism Effects and Countermeasures of World Expo in Post-Expo Era: A Case of Shanghai World Expo

旅游业是与世博会关联度最高的产业之一。世博会与旅游业已形成一种紧密的互动关系:一方面,保持稳定持续的客流量是判断世博会成功与否的重要标志,旅游业在世博会所蕴涵的各类资源价值的实现中起着十分重要的作用;另一方面,世博会引入内外巨大的人流成为举办城市旅游功能重塑的"动力"和难得的发展机遇。世博会有显著的后续效应,而且,后续效应往往大于筹办期的投资拉动效应和展出期的需求拉动效应。在后世博时代,旅游效应主要表现为品牌效应、环境效应、资源效应、辐射效应、放大效应或低谷效应。因此,应在旅游促销、资源后续利用、旅游区域合作、旅游产业升级等方面采取必要的发展策略,以应对或发挥后世博时代的旅游效应。

Tourism industry is one of the industries most correlated with the Expo. An interactive correlation has been shaped between World Expos and the tourist industry： on one hand, keeping stable and consistent in-flow of tourists indicates the success or failure of each Expo, tourist industry plays an important role in realizing the values of all kinds of resources contained in World Expos; on the other hand, the introduction of huge in-flow of tourists from both home and abroad by each World Expo provides an impetus to host city reconstruction and hard-won development opportunity. World Expo is sure to have evident post Expo effects, besides, the post effects are often bigger than the investment pull effects at the preparation period and the demand pull effects at the exhibiting period. During the post World Expo period, tourism effects mainly consist of tourism brand effects, environmental effects, resource effects, radiation effects, magnifying effect and valley effect. Therefore, proper development strategies should be adopted in such areas as tourism promotion, resource fol- low-up utilization, regional tourism cooperation, upgrade of tourism industry, and so on, so as to explore and give full play to the tourism effects during the post World Expo period.