In July 2020, the Department of Culture and Tourism of Zhejiang Province took the lead in exploring and launching the pilot reform of “future scenic spots” in the country. Ten scenic spots including “two mountains” in Anjiyu Village, Dongyang Hengdian Film and Television City, Jiashan Xitang Ancient Town, Chun’an Qiandao Lake, Jiande Yanzhou Ancient City, Xiangshan Film and Television City, Wencheng Liu Bowen’s hometown, Lishui Ancient Weir Painting Town, Shaoxing Lanting, and Deqing Mogan Mountain were included in the first pilot list.
What is the “future scenic spot”? Where is the future of the scenic spot? What kind of scenic spots are likely to have a future? Dai Bin, president of the China Tourism Research Institute, believes that the future scenic spots must be safe and high-quality, inclusive and shared, green and humane.
“According to the vision of Zhejiang, the future scenic spots will focus on new development concepts, new development patterns, and high-quality development, that is, digital thinking will lead the concept, system, technology, application, and mode innovation of tourism scenic spots, multi-dimensional development of culture and tourism experience multi-scenario, cross-scene, and large-scenario applications, and promote the development orientation of tourism scenic spots from resource supply to market demand, and the development mode from extensive development to green development and operation Management has shifted from the traditional rule of man to the overall rule of wisdom, and the development achievements have shifted from the supremacy of tourists to the sharing of the host and guest. Efforts have been made to build itself into a “window of Zhejiang” for future tourism, a “source of sublimation” for understanding the spirit, and a “place of happiness” for common prosperity and sharing. ” Lin Weixing, director of the Resources Development Division of the Zhejiang Provincial Department of Culture and Tourism, said.
The transformation and upgrading of old scenic spots, as well as the attempt and breakthrough of new scenic spots, are included in the first batch of “future scenic spots” reform pilot list; We should not only have the courage to innovate more scientific systems and mechanisms, but also be good at cultivating new product formats; We should not neglect the construction and application of science and technology, but also pay attention to the excavation and inheritance of culture. It has been one year since the pilot reform was launched. How about the overall progress and results?
The local party committee and government where most pilot units are located attach great importance to the construction work, and promote it with the joint efforts of multiple departments. They actively explore the digital guidance, construction and operation mode, comprehensive scene application, etc., focusing on what to change, who to change, and how to change, and carry out pilot construction according to local conditions, forming a variety of models with local characteristics, including project introduction, system reform Some achievements have been made in the innovation of business form and the development of service industry, and many phased work highlights have emerged, effectively promoting the overall reconstruction of the tourist attraction system, the overall optimization of functions, and the comprehensive integration of innovation.
Deeply promote the improvement of digital transformation and intelligent empowerment scenic spots
How does the millennium old city glow with new vitality in the contemporary era? How to jump out of the “template” of “one side of a thousand cities” and avoid homogenization in the development process? Yanzhou Ancient City has taken the lead in the revitalization of the ancient city of digital empowerment. In combination with the exploration of digital construction, it has built a data warehouse of the ancient city of Yanzhou by closely following the five comprehensive application scenarios of the ancient city of Yanzhou. Relying on the digital four-horizontal and four-vertical system, the ancient city of Yanzhou has strengthened the intelligent display, intelligent promotion, intelligent cultural protection application, and intelligent construction in the fields of people’s livelihood, such as intelligent fire protection and safety, starting from the aspects of digital empowerment of the revitalization of the millennium ancient city, and has realized the pre-alarm prediction, second-level response, dynamic visualization, personnel handling and closed-loop management of fire accidents.
It is also the direction of the digital construction of the ancient city of Yanzhou to let the guests who have just arrived in the ancient city walk smoothly and enjoy themselves. The official account of “Yanzhou Ancient Mansion Scenic Area” and the small program platform provide real-time information and quick ordering services for tourists, and realize one-stop tourism services such as 10 second meal ordering, 20 second park entry, 30 second check-in, and 40 second parking.
Wencheng Liu Bowen’s hometown scenic spot is also the test of digital empowerment. Wencheng County has carried out a series of bold exploration around how to continuously polish the gold-lettered signboard of the scenic spot in the post-5A era. The scenic spot will implement three major projects of “basic expansion, technological assistance and cultural support”, and the cultural taste and product vitality of the scenic spot will be further improved. In combination with the construction of digital Zhejiang, the scenic spots actively carry out the construction of digital cultural tourism, use digital cultural tourism to reshape the tourism management system and products, focus on the work of “let cultural relics speak, let history speak, let culture speak”, build the “Imperial Dream Factory” at Liu Jiguan, surround Bowen’s legendary life, use VR/AR virtual technology, Develop a virtual product with the theme of “wise people coming out of the mountains, guiding the rivers and mountains, helping each other in the same boat, creating a great cause, achieving success and retiring”. The scenic spot also plans to launch Wuyang Art Village, immersive live performances and other contents to improve the secondary consumption of the scenic spot and continue to weaken the ticket economy.
Innovate and reform the system and mechanism, optimize the structure and service market
Straightening the relationship between the government and the market is the most critical link in the current scenic spot management. Mogan Mountain Scenic Spot, located in Deqing, Huzhou, is characterized by the old villa in the Bamboo Sea. It was originally a nationally famous summer resort. However, over the years, what really makes Mogan Mountain famous is not the scenic spot located on the mountain, but the rural holiday industry represented by homestay, which is developing rapidly around Mogan Mountain. “Blooming at the foot of the mountain and cold at the top of the mountain” has become an embarrassing situation for the scenic spot.
At one time, the main reason for this embarrassing situation was that the management mechanism, communication between the upper and lower levels, internal coordination and other links of Moganshan Scenic Spot were not smooth, and the market demand was not sensitive. To this end, Moganshan Scenic Spot started with the reform of the system and mechanism, implemented the separation of government and enterprise, established the Moganshan Culture and Tourism Group, and continuously optimized the management structure; A joint meeting system was established, led by the Mogan Mountain Administration and Deqing County Government, and the functional departments coordinated the planning and construction, investment attraction, project promotion, scenic spot operation and other key work to promote the protection and development of the scenic spot as a whole.
Moganshan Scenic Spot, which has completed the structural reform, embraces the market with a new look. At present, according to the development objectives, functional orientation and market orientation of the core scenic spots, Mogan Mountain Scenic Spot follows the requirements of cultural protection, continuously improves the comfort and satisfaction of tourists, leads the construction of “Top Ten Famous Mountain Parks” in Zhejiang Province, and successfully creates a national tourist resort through measures such as ecological landscape improvement, resource integration and utilization, management mechanism innovation, and linkage between mountains and mountains.
Xiangshan Film and Television City also actively promotes institutional innovation and reform and optimizes the group’s organizational structure. Focusing on the key work, Xiangshan Film and Television City established Xiangshan Film and Television City Cultural Industry Group Co., Ltd. According to the establishment plan of the group company, through the establishment of the film and television group, it will establish a modern enterprise system with clear property rights, clear rights and responsibilities, scientific management, and separation of government and enterprise, as well as a corporate governance structure and company operation system mechanism in line with the provisions of the public and judicial regulations, optimize the capital structure, mobilize the enthusiasm of all parties, and improve the efficiency of enterprise operation, Improve the core competitiveness of the main business, and further expand and strengthen Xiangshan Film and Television City.
Upgrade and build business products and deeply explore cultural IP
How to attract more young tourists? This is a question that many scenic spots think about in the era of personalized tourism. In Xitang, with Hanfu as the media and carrier, a large number of Hanfu lovers have been attracted to enter the scenic area to punch in, leading the scenic area to set off a wave of national customs.
Xitang Ancient Town will deeply explore the traditional culture led by “Hanfu culture”, improve the tourism upgrading service centered on the Hanfu experience, and build Xitang Ancient Town into a destination of high-quality tourism, an export place of Hanfu culture, and a gathering place of Hanfu lovers, and make every effort to build a “Hanfu City” that is famous throughout the country and even the world. “Wearing Hanfu and touring Xitang” has become the consensus of fans of Hanfu culture and traditional culture.
Since the first Hanfu Culture Week in 2013, Xitang Ancient Town Scenic Area has successfully held the 8th Hanfu Culture Week, carried out more than 30 series of sub-activities, attracted more than 600000 people to participate, and produced huge economic and cultural benefits. At present, Xitang Ancient Town has formed a product system with Hanfu as its core. Drawing on the experience of building mature brands of Xitang Hanfu Culture Week, Xitang has continued to develop “Han Banquet” with catering culture as its theme, “Han Festival” with folk customs as its theme, and “Han Art” with calligraphy and poetry as its theme. “Spring and Autumn Water”, “Tang and Song Tea”, “Ming and Qing Wine” and other “Xitang Tour” series of cultural and creative products will also be launched one after another.
In recent years, the market environment of Hengdian scenic spot has also changed. The proportion of group sightseeing tourists has decreased. At the same time, the proportion of individual tourists, mainly family parent-child tours, has increased. Leisure tours, drama tours, parent-child tours, etc. are popular. Based on this situation, Hengdian Film and Television City has chosen to spend time on the creation of film and television IP and related business forms, targeting the tourism, leisure and holiday complex with film and television theme, focusing on the creation of the Dream Bund complex, and focusing on promoting the overall transformation of Guangzhou Street and the cultivation of new business forms.
In addition, Hengdian Studios has broadened its cross-border fields, implemented the “Hengdian Studios+” strategy, combined performance, cultural and creative, food, entertainment, sports, conference and exhibition, children’s fashion, research and learning, pan-museum group and other projects, and promoted the cultivation, development, extension and integration of new business forms with a platform-based thinking, breaking through the spatial boundaries of the scenic area, and internal and external linkage, so as to achieve the integration of scenic spots and towns, and jointly build an open Dahengdian whole-area tourism area.
Help to open the two mountain channels and move towards common prosperity in an all-round way
How can the development of scenic spots continue to drive the income of villages and towns to become rich? This is the most concerned issue of the people. This year is the centenary of the founding of the Party. At the beginning of the new year, the national 4A scenic spot of Anjiyu Village has been welcoming all kinds of party and government delegations from all over the country. However, behind the hot reception, there is also a sense of crisis in the scenic spot. With the construction of beautiful villages in all parts of the country, star villages and online red villages emerge in endlessly, and the competitive pressure of Yucun scenic spots is also increasing.
How to maintain high-quality development from a high starting point is the focus of the Zhejiang Provincial Party Committee and the provincial government, and also the focus of Yucun Scenic Area in the face of competition. In recent years, Yucun has changed from the construction of a single scenic spot to the comprehensive and coordinated development of “scenic spot – village”, so that local villagers are integrated into the development of the tourism industry. Through the establishment of a joint venture to integrate the resources of the scenic spot, the collective resources of the village are turned into assets, and the villagers become shareholders, realizing the desire of the villagers to obtain employment at their home; At the same time, through the adjustment of tourism routes and the diversion of scenic spots, the development of farmhouses, homestays and commercial streets has been driven, and the collective income of the village has increased significantly. In addition, Yucun Scenic Area has also built a representative agricultural and sideline, cultural and creative tourism commodity Internet platform, systematically combed the local products of Anji, and gradually realized the new operation path of exhibition and marketing integration.
The future represents infinite possibilities. The vision of the future and the expectation of a better life run through the development of human civilization and become the inexhaustible spiritual power to promote the continuous progress of civilization. The pilot reform of scenic spots in the future is an attempt to “touch the future” in the field of culture and tourism in Zhejiang. The relevant person in charge of the Zhejiang Provincial Department of Culture and Tourism said that looking back at the reform pilot exploration in the past year, he was not only pleased with the series of butterfly changes brought about by the innovative practice in various places, but also clearly realized that the existing achievements only represent the stage achievements. In the next step, Zhejiang will strengthen the guarantee in the aspects of rationalizing the system and mechanism, establishing the talent guarantee, strengthening the pilot guidance, etc., and continue to guide the pilot units to build the future scenic spots with high standards, realize the deep systematic restructuring of the tourist attractions, build Zhejiang as the leading and demonstration place of the future scenic spots, make “the future shine into the present”, and make “dreams become reality”.