Wang Yue talks about Shandong's cultural tourism brand, "One branch is alluring, and a hundred flowers bloom"

——Part 3 of a series of talks on shaping new advantages of the cultural tourism industry

Zhou Xueze

When it comes to Shandong’s tourism resources, people are full of pride: the magnificent Mount Tai, the thick Three Kongs, the rippling Weishan Lake, and the romantic beaches are all good places for holiday travel; the tourist cities are blooming with hundreds of flowers, and many places are A well-known tourist city in the country. There is no doubt that Shandong is the “powerful player” in the tourism market.

Data show that during the "Thirteenth Five-Year Plan" period, Shandong had 1,227 A-level scenic spots, ranking first in the country. Before the epidemic, Shandong Province's tourism revenue in 2019 reached 1.1087 billion yuan, accounting for 15.6% of Shandong Province's total GDP. The importance of tourism to the economy is evident. In 2019, Shandong's tourism revenue ranked fifth in the country, making it a veritable tourism province. Since 2020, Shandong has overcome the impact of the epidemic. Although its reception of tourists and tourism revenue are not as good as before the epidemic, it is still at the forefront of the country. eeeeeeeeeeeeeeeeeeeeeeeeeeeeeee

Shandong will create new advantages in the cultural tourism industry in the next five years. Adhere to using culture to shape tourism and tourism to promote culture, vigorously develop rural tourism, health tourism, and study tours, improve the level of smart cultural tourism, strengthen the "Hospitable Shandong" brand, and create an internationally renowned cultural tourism destination.

"Good wine is also afraid of deep alleys." To have good cultural and tourism products, you must be able to "shou". Culture and tourism are deeply integrated, shaping tourism with culture, and building a cultural tourism brand with accurate and concise language.

The author can't help but think of "one mountain, one river, one saint". “One mountain, one river, one saint” used to be a summary of Shandong’s main cultural tourism resources and brands. "One mountain, one river, one saint" was originally a famous couplet written by northern examiners who came to the south to take exams during the Qianjia period of the Qing Dynasty, in response to the "Mountains, Waters, and Talents" from Jiangnan. The original meaning of "water" in "One Mountain, One Water, One Saint" is the Yellow River. After being borrowed from Shandong tourism, "water" in "one mountain, one water, one saint" has various interpretations such as the Yellow River, Baotu Spring, Shandong Yellow Sea and Bohai Sea. There are different interpretations of "water", and there are two "perceptions": one thinks it is rich in connotation and summarizes Shandong's "water" from multiple angles; the other thinks it is not accurate and clear enough.

In recent years, Shandong Cultural Tourism’s promotion words on CCTV are: “Mountains and seas, magnificent Shandong. Mount Tai rises from here, Confucius was born here, and the Yellow River flows into the sea from here.” This description is accurate and there is no misunderstanding. "The Yellow River enters the sea from here" is real, and no one can take away the "entrance to the sea". This is better than the vague "one water" explanation.

Language is the other face of a person, and it is also an important entry point for interpreting and promoting a local cultural tourism product. How each region uses accurate and concise language to interpret local cultural and tourism characteristics is a matter that requires careful thinking. Liaocheng, the "Ancient Water City and Canal Capital in the North of the Yangtze River"; the ancient city of Taierzhuang, "the best village in the world"; Zibo's Zhoucun District, "the dry wharf" and "the best village in the world", the "Three Sources" of Yiyuan County: "the most beautiful place in the world" "Source", "Source of Life", "Source of Love"... These are concise and concise summaries that people can remember at once.

Shandong has many successful practices in summarizing cultural tourism products and shaping local images. In the past five years, Shandong's culture and tourism have been deeply integrated, and the brands of "Hospitable Shandong" and "Good Shandong" have become more resounding.

“There is a tourism environment everywhere and everyone has a tourism image.” As Mr. Mao Dun said, "People are the most beautiful scenery." When people travel, of course they value the "customs and customs" of a place. People are the dominant element in the tourism environment. The four words "Hospitable Shandong" condense the Shandong people's humanistic qualities of respecting etiquette, hospitality, generosity, simplicity and kindness, and contain the unique cultural genes of Qilu culture, embodying "having friends come from afar, It is a gentleman’s feeling that I am very happy.”

The hospitable “Shandong people” make Shandong’s tourism environment “brilliant”.

In December 2020, when foreign tourists suddenly fell ill, Weifang police opened a lifeline; if you lost your way in Shandong, there will be enthusiastic people who can guide you, or simply take you along; if there is heavy rain on the road, there will be a kind-hearted young man handing you Give you an umbrella, or even give you a ride in the car. The image of Shandong people as hospitable and helpful has become an important force in tourism development.

The four words "Hospitable Shandong" use vivid and accurate language to convey Shandong's direction of developing all-region tourism and optimizing the tourism environment, shaping the cultural tourism image of "bringing those who are far away and those who are close to each other", so that Foreign tourists are deeply impressed and it has become a well-known way to open tourism in Shandong.

Consumption and shopping are an important part of the development of the tourism industry. The proposal of "Good Products Shandong" reflects Shandong's profound brand culture and Shandong's status as a manufacturing base and handicraft industry, and has become Shandong's tourism and shopping consumption important driving force.

In 2021, Shandong issued "Several Measures to Establish and Enjoy "Good Shandong" to Promote High-Quality Development", which defines the scope of regional brand building from a certain industry and a certain field. Expand to cover agriculture, industry, service industry, construction industry and other fields, build a "4 1" brand system of "Good Shandong" products, enterprises, industries, regions and geographical indications, and start a new model of national regional brand building. In March this year, Shandong released the first batch of "Good Shandong" brand lists. The first list covers 223 brands in 14 categories in the fields of manufacturing, consumer goods, and agricultural products. "Good Shandong" covers a wide range of content, including Shandong's time-honored brands that represent excellent traditional culture, high-quality agricultural products representing a major agricultural province, and the country's leading high-end manufacturing equipment.

"Good Shandong" is a respect for Shandong's rich historical heritage. Shandong has a long history. During the Spring and Autumn Period and the Warring States Period, Qi State had developed industry and commerce. The fishery and salt industry has always occupied an important position in the country. Zhoucun silk and Boshan porcelain have long been famous. "Good Shandong" is a concise summary of Shandong's economic development practices and brand building results. Data from the 2020 Shandong Province "Quality Month" launching ceremony and quality improvement on-site observation meeting show that the province has more than 1,500 Shandong famous brand products, more than 500 famous service brands, more than 700 well-known trademarks in Shandong Province, and 66 Chinese time-honored brands. Shandong has built a brand system of "Hospitable Shandong and Good Products Shandong" to build a sound development platform for the development of the tourism industry.

As the domestic tourism market transforms from a tourism economy to a leisure experience economy, various regions are making active efforts to innovate and cultivate cultural tourism IP with cultural, resource and industrial characteristics, and accelerate the development of themed and systematic brand products. explore. Only by clearly judging the characteristics of local cultural tourism can we have a more accurate and concise regional brand. Promoting the deep integration of culture and tourism requires multiple efforts in infrastructure, service improvement, and environment optimization. Among them, using accurate and concise language to summarize the characteristics of cultural tourism products is an important part of shaping the image of culture and tourism.

Under the leadership of the "Hospitable Shandong" and "Haopin Shandong" brands, how can various regions combine their own advantages, expand brand effects, deeply explore cultural connotations, and tailor-made exclusive brand images, brand products and brand service systems? Under the guidance of the "Hospitable Shandong" brand, how various regions can bloom more, build a regional tourism destination brand, and present a development trend of "one branch attracts the city and a hundred flowers bloom" requires further exploration and practice by various regions.