Home Uncategorized What problems should be considered in scenic spot promotion and cultural packaging in scenic spot construction planning?

What problems should be considered in scenic spot promotion and cultural packaging in scenic spot construction planning?

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source: Beijing lvwei Chuangjing planning and Design Institute I. The relationship between tourism and culture the progress of China’s social civilization and tourism development. Now the tourism industry has gradually recognized two basic concepts: first, tourism is a cultural and social activity, and the process of tourism is essentially the process of cultural aesthetics and cultural comparison of tourists; 2、 Tourism is a culture based economic industry. At the same time, after more than 20 years of rapid development, China’s tourism market dominated by sightseeing has gradually transitioned to diversified, medium and high-end markets such as leisure and vacation, fitness and health care, and the tourism industry has entered a new stage of system upgrading. Therefore, the quality of scenic spots must also adapt to the cultural demands of the market and the general trend of industrial upgrading, and provide tourism products with cultural connotation and taste. At present, excavating cultural heritage has become the trend of tourism product creativity. For example, “Qingming Shanghe garden” in Kaifeng, Henan Province, “song city” in Hangzhou, Zhejiang Province, and “Datang Furong garden” in Xi’an, Shaanxi Province are all successful tourism products with historical and cultural creativity; The “impression of Yunnan” and “Naxi ancient music” in Yunnan and the “impression of Third Sister Liu” in Guilin, Guangxi are greatly sought after with gorgeous national culture as the core of creativity. Many places began to re-examine their cultural concepts and re inventory their cultural heritage. They found that what was considered feudal superstition, vulgar and habitual in the past actually contains the long-standing cultural tradition of the Chinese nation and the unforgettable belief complex of the Chinese people. Once the creative packaging, it immediately became a blockbuster and became a successful tourism product. 2、 The elements of cultural promotion of scenic spots, the reputation and popularity of scenic spots, as well as the overall tourism atmosphere, all need the support of cultural heritage, including tourism image, tourism landscape, tourism theme, tourism products, recreation methods, etc. Cultural packaging of scenic spots refers to the shaping of its image, the building of its brand and the design and development of tourism products by exploring and utilizing the intangible cultural heritage of the place, such as historical and cultural relics, religious and cultural traditions, folk beliefs and folk culture. Any scenic spot has a tourism life cycle. In order to make the “daily Tour” of scenic spots new, in addition to improving tourism facilities and increasing and improving tourism leisure and entertainment functions, it is more important to tap its cultural connotation, so as to maintain its lasting charm. We are familiar with many successful cases. Nowadays, many places have misunderstood the promotion of scenic spots and cultural packaging. They are flocking to build temples, Buddha statues and monuments. It seems that this is the promotion of culture. In fact, it is a manifestation of vulgarization and lack of culture. Cultural promotion should include four elements: 1. Through sorting and excavating the cultural resources of scenic spots, we can achieve the purpose of inheriting and carrying forward the local (regional) traditional culture; 2. Improve the popularity and core tourism attraction of the scenic spot; 3. Shape the tourism image of scenic spots with unique and original cultural connotation, and form the unique brand of tourism market; 4. Through the cultural packaging of tourism products, improve the product grade, improve the project function, and form a product series to meet the cultural and aesthetic needs of tourists. Cultural promotion is not only facing the scenic spot itself, but also responsible for tourists, but also subject to the test of the market. Without the above elements, no matter how many temples are built or how many Buddha statues are built, it is worthless. 3、 The strategy of cultural packaging in scenic spots and the improvement of tourism facilities and service functions are only the basic part of industrial upgrading. The improvement of the core competitiveness of scenic spots still depends on cultural upgrading, which is the primary factor determining tourists’ purchase intention. For example, in Shapotou scenic spot in Ningxia, we created a legend by excavating the desert culture and the story of Guiwang City, which greatly enhanced the competitiveness of the scenic spot by “telling the Yellow River culture and magic stories”; Langzhong, Sichuan, has built its brand by relying on “Fengshui ancient city – the first river and mountain in Jialing”; The hot spring town in Anning City, Yunnan Province became famous after being packaged with “hot spring culture”. Cultural packaging in scenic spots is an innovative operation based on existing resources and functions. According to our experience, we must pay great attention to strategy to ensure its operability, audience recognition and marketing effect.

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