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性价比不再，安全感缺失：我们为什么抛弃了泰国？_我的网站

一 |     不能怪疫情了，要怪谁？                    “不买东西，今晚就让你回不了中国！”                    “到了免税店让你上不了车。”                    一场普通的泰国旅行，最终以警方介入收场。                   近日，一名中国游客在泰国遭遇强制购物的视频在网络传播，导游嚣张威胁游客，并要求删除视频。    

    Visitors view ancient documents at Tianyige Museum. Photo: Courtesy of Tianyige Museum
Huang Gang is in his fifties. Every day, he sits before a computer screen at Tianyige Museum (Tianyige), flipping through ancient books - digitally.
As director of the information technology department at Tianyige Museum in Ningbo, East China's Zhejiang Province, home to Asia's oldest surviving private library and one of the world's three oldest remaining family-run libraries, his job title may seem far removed from old books. Yet his work centers on them: converting brittle, thread-bound antique volumes into searchable, zoomable digital files accessible on screen.
For years, Tianyige has carried out digitization in batches guided by its mission: rescue-oriented preservation, scholarly organization and public-oriented outreach. Its teams have scanned more than 3.4 million pages of ancient texts. The institution rolled out its Ancient‑Book Digital Service Platform back in 2009. By 2025, the platform had drawn over 4.6 million total visits.
To outsiders, this might look like a headlong rush into digitization. For Huang and his colleagues, it is delicate work balanced between fast‑evolving artificial intelligence models and the reverence owed to fragile paper relics. "Technology is a tool, ancient books are artifacts, and reading is the ultimate purpose," Huang told the Global Times.
    Huang Gang, director of the information technology department of Tianyige Museum, works on the digitization of ancient books. Photo: Courtesy of Tianyige Museum
Beyond tech boundaries
Deep in the storage vaults of Tianyige, tens of thousands of ancient volumes rest in silence. Some pages are curled and fragile; others bear faded script -the accumulated marks of centuries. Vulnerable to aging, wear and external damage, these precious paper relics can hardly sustain long-term repeated manual consultation, making digital preservation an indispensable way to inherit ancient book resources. 
Huang's daily work involves leading his team in the digitization of the library's entire collection of ancient books, paintings and cultural relics, bringing rare treasures out of the shadows and into public view.
AI now serves as a core auxiliary tool for ancient-book digitization and research. Huang's group initially built character-recognition frameworks based on optical-character-recognition technology. By cross-checking outputs across different models, ancient Chinese characters, damaged script and blurry handwriting.
According to Zhejiang Daily, by August 2025, the Tianyige's digital platform had added over 3,700 new digitized book sets, lifting its total digital holdings past 20,000 volumes. 
Digitization is never  a purely technical exercise;  in-depth scholarly expertise in ancient texts remains indispensable. Huang frequently collaborates with Zhao Xuteng, a museum librarian specializing in classical literature. Zhao is responsible for selecting which volumes to digitize, evaluating editions, studying content, and identifying works of significant academic or public value. While one team focuses on the technical execution, another digs deep into the textual substance, ensuring that cold digital capture remains faithful to the historical and bibliographic logic of the originals.
    A staff member of Tianyige Museum view digital resources of ancient documents in the museum's ancient book reading room, on August 18, 2026. Photo: Lin Xiaoyi/GT
Staying true to  reading
When he is not writing code, Huang keeps asking one fundamental question: What should technology actually do for people? "All technology ultimately serves the act of reading itself," he said. "It can never replace that."
With the rapid rise of large language models, demand for high-quality text corpora has surged. Overseas, some AI companies have reportedly purchased millions of printed books in bulk, scanned them and then shredded the originals. 
"Machines can efficiently compile documents, retrieve sources and generate explanatory notes. Real engagement with ancient texts, however, is far more than mechanical assembly of characters," Huang noted.
Both Huang and Zhao stressed that human beings sit at the heart of cultural inheritance. People absorb wisdom from old texts, draw on personal experience and scholarship to reflect, and produce new knowledge - an intellectual process no AI can fully replicate.
The Global Times learned that every digitization workflow at Tianyige follows strict closed-loop protocols: collection checkout logging, noncontact scanning, AI-powered quality checks, precise image stitching and compliant online publication. The full procedure minimizes physical wear on original artifacts.
"A book is, first and foremost, a cultural relic that carries a thousand-year legacy," Huang said. "Only secondarily is it a text to be read." That principle, he added, is shared by all guardians at Tianyige.
"Media change, technologies evolve, but the essence of reading has never changed," he stressed.
Today, drawing on its comprehensive digital collections, Tianyige hosts monthly exhibitions of rare texts and organizes family reading events where parents and children explore the classics together. For Huang and his colleagues, the most gratifying reward is watching more and more ordinary people develop a love for ancient reading and a deeper appreciation for the traditional Chinese culture.
In an era swept by artificial intelligence, Tianyige's guardians tend to fragile paper relics while leveraging modern technology, preserving the genuine power of reading. More than 450 years of scholarly heritage flows onward, passing between human fingertips and glowing digital screens.
。                   事件一出，迅速在社交媒体上发酵，评论区热议纷纷：                    “中国人坑中国人，比外国人坑中国人还狠。

二 | ”                    “泰国，看到导游是中国人的直接报警，百分百抓，不抓就曝光!”                    “影响泰国旅游业那肯定要被逮了。”                    “年轻人可以自由行避免这种事，但老人家出去玩儿语言不通，没办法只能跟团。

三 | ”                    议论的背后，也反映出这个曾被称为“全球度假天堂”的泰国，今年有些黯淡失色。                   泰国旅游局最新数据预测，2025年全年游客只有3340万，比去年的3550万少了近6%，这是近四年首次下滑。                   中国游客流失尤其明显，上半年只有230万人赴泰，比去年同期的340万整整少了三分之一。                             赴泰游客数量的持续下降，首先冲击的是当地以中国市场为主的中小型酒店业。                   泰国酒店协会（THA）主席天帕实·猜帕塔拉南提到，“依赖中国团客的酒店，平均入住率下降约50%，尤其是在曼谷和普吉等主要城市。”                    而部分原本专注中国团客市场的酒店，特别是100至200间客房规模的中型酒店，已经开始出售业务。

四 |                    一、泰国为什么不香了？                    实际上，泰国旅游近年来所遭遇的挑战，并非外界通常理解的安全事件那么简单。

五 |                    其背后，不只是消费者的旅游偏好在改变，更与价格汇率、安全体验、客群和产品结构变迁息息相关。                   第一刀来自价格与汇率。过去一年，人民币对泰铢汇率下跌了3.85%。随之而来的机票价格上涨，让不少游客开始重新计算“性价比”。                             常年出游的小A就直言：“王星事件影响有限，真正让我犹豫的，是吃住价格的全面上涨。”                    他回忆道，2016年去苏梅，100元人民币能吃喝玩乐很久；而2024年去普吉，每餐都得花100元以上，“性价比下降，自然想去别的地方看看。”                    价格对客流量的影响很明显。从今年市场数据对比来看，日本旅游价格相较疫情期间上涨约80%，但游客人数仅增加20%；相比之下，泰国自由行价格上涨约100%，跟团游价格上浮60%，廉价团几乎消失，游客人数仅恢复到疫情前的25%左右。

六 |                    长期来看，游客数量的下滑只是表象，更深层次的问题在于泰国旅游业的结构性变化。

七 |                    疫情打乱了原有的产业链条，让廉价团模式难以维持，成本上升，补贴和低价服务逐步退出，价格也随之上涨。                   对此，旅游从业者黄剑峰分析道：“追求廉价的老年群体自然减少，而有独立认知的中高品质人群，在同等价格下会选择日韩而非泰国。”                    二、目的地竞争激烈，切走客群                    这一波赴泰游客下降的“温度”，在一线旅行社的订单里表现得最为直接。                   飞象旅行创始人王鹤透露，今年赴泰订单相比去年下降约三成，尤其是普吉、甲米等海岛产品受影响最大；相比之下，曼谷–芭提雅的短线行程仍较稳定，而高端小团和定制行程变化不大。

八 |                    与此同时，市场还出现了“临门一脚换目的地”的现象——约四分之一的咨询客最终选择了马来西亚、新加坡或日本。马新两地凭借中文环境和价格可控，转化率最高；日本则以稳定体验吸引了不少中高端家庭。                   与泰国的颓势形成反差的是日本。最新数据显示，今年1～9月累计访日游客人数以历史最快速度突破3000万人。从7～9月消费额看，中国大陆、中国台湾均实现同比增长。                   今年1～7月中国赴日游客超过569万，几乎是同期赴泰国的两倍。韩国和越南紧随其后，分别迎来313万和353万游客，尤其是越南，占其入境游客的四分之一，成为朋友圈里的新晋“网红地”。                   不仅远程目的地受欢迎，泰国周边国家也在悄悄分流游客。

九 |                    马来西亚上半年迎来217万中国游客，同比增长35.6%，几乎赶上泰国；新加坡以148万游客稳居中国游客首位。

十 | 中老铁路开通后，从昆明直达琅勃拉邦的跨境体验，也吸引了更多人尝试不同的旅行路线。                   TOMATO感叹：“胡志明的旅行更舒适、安全感更高，街上少了那些让人紧张的‘奇怪面孔’。”                    值得注意的是，不只是中国游客在“撤离”，泰国其他主要客源国的游客数量也在明显下降。                   上周（10月6日～10月12日）入境游客来源排名显示，除了马来西亚环比增长7.31%，成为泰国南部边境口岸的重要支撑外，韩国、印度和俄罗斯市场则分别下滑30.01%、25.67%和8.38%。

十一 |                              三、使出浑身解数，仍难力挽狂澜                    为了挽回游客，泰国政府和旅游行业祭出了包机、优惠票、节庆活动等“组合拳”。                   旅游局长 Thapanee Kiatphaibool 表示，几项刺激政策推出后，他们正密切关注11月至12月中国游客的到访情况。

十二 |                    同时，从11月起，来自中国、印度和中东的包机将陆续投入运营，预计2025年第四季度到2026年第一季度，来自中国16个城市的包机总计约731班。                   2025～2026冬航季，泰国航空开始加码中国市场。

十三 | 根据最新公布的计划，中国航点将迎来大幅扩容：                    广州与北京航线每周7班提升至14班；                    长沙、重庆、厦门三地重新开航，每周7班；武汉和深圳也首次加入泰航网络。                        加上上海、成都、昆明等既有航点，中国市场航线覆盖华南、华中和西南主要城市及重要二线城市。                   乍一看，这是一场稳住中国游客市场的“算盘”，但泰航首席执行官Chai Eamsiri表示，真正的目的是想通过曼谷枢纽，把中国游客送往欧洲和澳大利亚，同时将欧美、澳大利亚旅客带入中国。

十四 |                    除了抢占中转市场的考量外，泰航扩线的另一层原因，是大批泰国游客正涌向中国。                   相比日本动辄2万泰铢的机票，往返中国仅约1万泰铢，飞行时间更短、航点更多，性价比明显。

十五 |                    社交媒体上，成都、重庆街头常见的泰国面孔，正印证着这一趋势。

十六 |                                        然而，尽管算盘打得精明，飞机产能不足等问题仍让扩线计划充满变数。                   欧洲航线扩张需要大量宽体机，但波音与空客的产能有限，新飞机交付普遍延迟。短期内，增班只能依赖租赁飞机，如果租不到足够的宽体机，部分新航线和加班计划可能不得不缩减。                   同时，泰航计划到2026年底再引进约17架窄体机，主要服务亚洲航线。                   据彭博数据显示，泰航约一半收入来自亚洲航线，欧洲航班占收入三分之一。尽管欧洲、印度和澳大利亚航班需求旺盛，下半年核心业务盈利预计保持强劲，但航线扩张能否完全缓解客源下滑，仍存在很大变数。                             四、红利大潮褪去，全新挑战浮出水面                    可以预见，在未来几年，泰国将不再享有“一家独大”的流量红利，而是要在日韩、马来西亚、新加坡等多个热门目的地的夹击下，重新找到自己的竞争位置。

十七 |                    旅游业的底层逻辑已经变了。曾经以低价团体为支点的“赌团模式”，在消费者对品质、透明度和安全感的呼声中逐渐失效。

十八 | 市场不再是靠补贴换来的数字游戏，而是要靠体验打动人心。                   就如黄剑峰所言，“泰国就像一个旧模式的病人，正在失去原有的造血机制，而新的模式尚未完全建立——这个‘治病疗养’的过程，参考海南的发展曲线，可能至少需要五年。”                    而这一轮全球游客的“集体转向”，也逼迫泰国必须正面回答一个问题：在竞争愈发激烈的市场中，它还能提供怎样独特且不可替代的吸引力？                    “泰国在2026年仍有机会，尤其是部分海岛目的地。”黄剑峰指出，“从苏梅、甲米等切入，连接重新出发的中高端自由行人群，或许就是下一轮复苏的起点。”                    确实，从自由行、高端定制，到海岛疗愈、文化深游，市场需求仍在，只是路径已经改变。

十九 | 流量红利褪去后，旅游的竞争回归本质——拼的是产品、服务和体验。                   失去了“首选”地位的泰国，还能用什么让人“再选一次”？这将考验的，正是它在新周期中重新定义自身价值的能力。                   本文来自微信公众号：环球旅讯，作者：罗銮銮。

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