-Shaping New Advantages of Cultural Tourism Industry (Series 3)
Zhou xueze
When it comes to Shandong's tourism resources, people are full of pride: the majestic Mount Tai, the thick three holes, the rippling Weishan Lake and the romantic beach are all good places for holiday travel; A hundred flowers blossom in tourist cities, many of which are well-known tourist cities in China. There is no doubt that Shandong is the "strength school" of the tourism market.
The data shows that during the 13th Five-Year Plan period, the number of A-level scenic spots in Shandong reached 1227, ranking first in the country. Before the outbreak of 20 19, the tourism income of Shandong Province reached 1 1087 billion yuan, accounting for 15.6% of the total GDP of Shandong Province. The importance of tourism to the economy can be seen. In 20 19, Shandong's tourism revenue ranked fifth in China, and it is a veritable tourism province. Since 2020, Shandong has overcome the impact of the epidemic. Although the income from receiving tourists and tourism is not as good as before the epidemic, it still ranks in the forefront of the country. eeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
Shandong will shape the new advantages of cultural tourism industry in the next five years. Adhere to the policy of "building tourism with literature" and "promoting tourism with literature", vigorously develop rural tourism, leisure tourism and research tourism, improve the level of smart tourism, strengthen the brand of "friendly Shandong" and build an internationally renowned cultural tourism destination.
"Good wine is afraid of the deep alley", and you have to be able to "sip" good cultural tourism products. Cultural tourism is deeply integrated, and the brand of cultural tourism is launched with accurate and concise language.
I can't help but think of "one mountain, one water and one saint". "One Mountain, One Water and One Sage" was once the generalization of Shandong's main cultural tourism resources and brands. "One Mountain, One Water, One Sage" was originally a famous couplet written by northern examiners in the south during the reign of Ganjia in the Qing Dynasty, in response to Juzi's "many mountains, many waters and many talents". The original meaning of "water" in "one mountain, one water and one saint" is the Yellow River. After traveling in Shandong, there are many explanations of "water" in One Mountain, One Water and One Sage, such as the Yellow River, Baotu Spring, Shandong Yellow Sea and Bohai Sea. There are different interpretations of "water" and two kinds of "impressions": one thinks that it is rich in connotation and summarizes the "water" in Shandong from many angles; One is not accurate and clear enough.
In recent years, Shandong Lv Wen's propaganda words in CCTV are: "Travel in mountains and seas, magnificent Shandong. Mount Tai rises from here, Confucius was born here, and the Yellow River enters the sea from here. " This description is accurate. There is no ambiguity. "The Yellow River flows into the sea from here" is real, and no one can come up with "estuary", which is better than the vague explanation of "Yishui".
Language is another face of people, and it is also an important starting point to interpret and promote a local cultural tourism product. How to interpret the characteristics of local cultural tourism in accurate and concise language is a problem that needs serious consideration. Liaocheng, "the ancient capital of Jiangbei Shuicheng Canal"; Taierzhuang ancient city, "the first village in the world"; Zhoucun district, Zibo, Gandun, the first village in the world, and Sanyuan, Yiyuan County: the source of yi river, the source of life and the source of love ... These generalizations are concise, to the point and memorable.
Shandong has many successful practices in the generalization of cultural tourism products and the shaping of local image. In the past five years, Shandong cultural tourism has been deeply integrated, and the brands of "Friendly Shandong" and "Good Shandong" have become louder and louder.
"There is a tourist environment everywhere, and everyone is a tourist image." As Mr. Mao Dun said, "People are the most beautiful scenery". When traveling, people will certainly pay attention to the "local customs" of a place. People are the dominant factor in the tourism environment. The word "friendly Shandong" embodies the humanistic qualities of Shandong people, such as courtesy and hospitality, great affection and righteousness, simplicity and kindness, contains some cultural genes of Qilu culture, and embodies the gentleman's feelings of "it is a pleasure to have friends from afar".
The hospitable "Shandong people" make the tourism environment in Shandong "shine". From June 5438 to February 2020, foreign tourists suddenly became ill, and Weifang police opened a life channel; If you get lost in Shandong, there will be enthusiastic people to show you the way, or simply take you forward; It is raining heavily in Lu Yu. A kind-hearted young man will give you an umbrella or simply give you a ride. The image of Shandong people's hospitality and helpfulness has become an important force in the development of tourism.
The word "Friendly Shandong", with vivid and accurate language, conveys the orientation of developing global tourism and optimizing tourism environment in Shandong, and creates a cultural tourism image of "Let people from afar come, let people close to them come", which leaves a deep impression on foreign tourists and becomes a well-known way to open tourism in Shandong.
Consumer shopping is an important link in the development of tourism. The proposal of "Good Quality Shandong" embodies Shandong's profound brand culture, its position as a manufacturing base and an important handicraft town, and has become an important driving force for Shandong's tourism and shopping consumption.
On 202 1, Shandong issued "Several Measures on * * * Building a Good Shandong to Promote High-quality Development", which expanded the scope of regional brand building from a certain industry and field to agriculture, industry, service industry, construction industry and other fields, and constructed products, enterprises, industries, regions and geographical signs of "Good Shandong". In March this year, Shandong released the first batch of "Good Shandong" brands, covering 223 brands in manufacturing, consumer goods, agricultural products and other categories 14. The content of "Good Shandong" covers a wide range, including Shandong time-honored brands representing excellent traditional culture, high-quality agricultural products representing the production of large agricultural provinces, and leading domestic high-end manufacturing equipment.
"Good Shandong" is a respect for Shandong's rich historical background. Shandong has a long history. During the Spring and Autumn Period and the Warring States Period, the industry and commerce of Qi was developed, and the fishing 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 practice and brand building effect. According to the data of the launching ceremony of "Quality Month" and the on-site observation meeting of quality improvement in Shandong Province in 2020, there are more than 500 Shandong famous brand products/kloc-0, more than 500 service brands, more than 700 well-known trademarks in Shandong Province and 66 old Chinese brands. Shandong will build a friendly Shandong brand system and build a benign development platform for the development of tourism industry.
With the transformation of domestic tourism market from sightseeing economy to leisure experience economy, all localities have made active explorations in innovating and cultivating cultural tourism IP with cultural, resource and industrial characteristics, and accelerating the development of themed and systematic brand products. Only by clearly judging the characteristics of local cultural tourism can we have a more accurate and concise regional brand. To promote the deep integration of cultural tourism, we need to make more efforts in infrastructure, improving service and optimizing environment, among which it is an important part to describe the characteristics of cultural tourism products in accurate and concise language.
Under the guidance of the brands of "Friendly Shandong" and "Good Shandong", how can all localities combine their own advantages, expand the brand effect, dig deep into the cultural connotation, and tailor their own brand image, brand products and brand service system? Under the guidance of "Friendly Shandong" brand, how to blossom more, build a regional tourism destination brand, and present the development trend of "blooming" needs further exploration and practice.