中国旅行服务业发展报告2021：向内而生

　　需求是一切商业的原点。疫情下被压抑的旅游与休闲需求，如同峭壁上的植物，环境艰难却顽强生长，缺少阳光却抓住各种缝隙向外释放。疫情将旅行服务商重新拉回了需求原点，并向其发出新的拷问：当再次回到起点，需求是否还是原来的模样？我们拥有了感知敏锐、行动迅速的需求捕捉机制吗？我们真正激发每位员工的活力了吗？我们磨练出来积极不抱怨、创新不退后的团队了吗？我们拥有敏捷回应需求、高效研发产品、全面赋能员工的活力组织了吗？为什么有的旅行服务商一直歇业抱怨，而有的则在危机中寻到新机，于困境中逆势飞扬？疫情常态化的背景下，我们是向困难屈服，完全寄希望于外力纾困，还是主动调结构、炼内功，建立应对各种危机的信心和实力？中国旅游研究院发布了《中国旅行服务业发展报告2021》，以“向内而生”为主题，分别从“内需”“内生”和“内外兼济”三个方面分享了对以上问题的主要观点。

　　作为文化和旅游部直属的专业研究机构，中国旅游研究院（文化和旅游部数据中心）以“促进中国文化和旅游融合发展和国际交流的政府智库、业界智囊、理论高地”为建设宗旨，主要承担旅游业政策和理论研究、文化和旅游融合发展研究以及文化、旅游的统计和数据分析职责。

章　“内”化的需求 ································································ 1
一、空间收缩 ······································································· 3
二、消费积聚 ······································································ 10
三、由表及里 ······································································ 14
四、向内求索 ······································································ 20
第二章　向内而生的市场主体 ························································ 27
一、个体力量 ······································································ 29
二、组织力量 ······································································ 37
三、思想力量 ······································································ 43
第三章　内外兼济的行政主体 ························································ 47
一、授人以鱼 ······································································ 49
二、授人以渔 ······································································ 53