Recently, China's county tourism development "Road XX" seminar was held in XX county, Fujian province. The seminar was jointly sponsored by China Tourism News Agency, Fujian Provincial Tourism Bureau and Longyan City People's Government, and hosted by XX County People's Government. The participating experts and scholars discussed and summarized the development experience of tourism in XX county and made suggestions for its future development.
In fact, since the beginning of the 1990s, XX's tourism industry has started. In recent years, the transformation and development of XX tourism has attracted extensive attention from the outside world.
CAI Jiacheng, deputy director of the Information center of the National Tourism Administration, believes that whether it is a county, a city or a region, it is generally difficult to shift from a resource-based economy to a service-oriented or value-added economy. Now many resource-depleted cities and some early industrial cities are in the process of transformation. XX can achieve this transformation in a relatively short period of time, which is worth summarizing in the "road to XX". The progress of XX is rapid, the development level of county tourism is very high, and the handwriting is also very big. How XX tourism develops in the direction of meticulousness on the basis of a large sum of money needs further consideration.
Gao Shunli, president of China Tourism News Agency, said that XX County was determined to shift from enriching the people with coal to enriching the people with tourism, from selling coal to selling air, selling ecology and selling culture in the past, which is a strategic adjustment of economic and social development ideas, from resource-consuming and even depletion-oriented industries to the transformation of modern service industries in line with ecological civilization and sustainable development.
Gao XX analysis, in recent years, the biggest achievement of tourism development in XX County is to explore the way to promote tourism development, and realize the historic leap from natural development to conscious development of tourism. From the perspective of the whole industry, although many places claim to be big tourism counties and strong tourism counties, they have not yet fully reached this stage and level, and are still in the mixed and transitional stage of natural development and conscious development.
The so-called natural development is to let nature take its course and let it develop; Conscious development is to develop consciously and actively seek development according to the law, that is, on the basis of exploring and grasping the laws of tourism, planning and layout, overall integration, scientific promotion, appropriate compensation, deliberate strengthening, and overall improvement.
Preserving "local flavor" : from blind imitation to based on characteristics
XX, dean of the School of Tourism of Fujian XX University, believes that "local flavor" refers to local flavor and local flavor, including local history, local culture and rural resources. XX needs to preserve and excavate "local flavor", fully show its own scenery, folk customs and nostalgia as much as possible, and look for local symbols from the details and carriers. First of all, we should dig out the "soil flavor" from the historical trace, and dig deeply and condense those spiritual qualities in Hakka culture. For example, the recent construction of XX Family Training Hall and Virtue Hall is a good move. Secondly, we should dig out the "soil flavor" from the realistic annotation, and make full use of the existing folk customs, local operas, and architectural styles of XX. For example, Fu City to go ancient things, Chen Dong April 8, lake pit for Dafu, Kan City play newlyweds, etc. These are available for tourism. Finally, we should excavate the "soil flavor" from the aspect of future tourists' needs, and we should make a preliminary judgment on the needs of future tourists.
Lin XX, director of the tourism department of XX University, also believes that XX tulou has excellent tourism resources, and its Hakka tulou cultural tourism should be said to belong to the category of rural tourism. Rural tourism refers to the tourism activities carried out in rural areas, which are based on the unique rural living environment, rural folk culture, rural pastoral scenery, agricultural production and its natural environment. "Rurality" is the fundamental characteristic of rural tourism, and the rurality with distinct local characteristics is the "authenticity" that rural tourism should maintain. Rural tourism should highlight the rural "three life" : life, production, ecology. XX needs to strengthen the "rurality" of tulou tourism products, pay attention to the depth of Hakka culture in tourism products, and further increase the participation, entertainment and experience of related products.
In fact, in the study, the experts also pointed to the "taste" of the "tulou" itself, emphasizing that the core attraction of the tulou.
Gao XX stressed that the core attraction of XX tourism is tulou, and any tourism development and construction should adhere to the overall situation of "stars arch the moon", which is also an advantage that is difficult to compete for and divide no matter how many large projects. The famous World heritage sites such as the ancient city of Pompeii in Italy and the pyramids in Egypt are not surrounded by many major tourism projects. The cultivation of tulou community tourism formats should be the focus of research and development. Under the premise of strict protection and unified planning, suitable tourism formats should be selectively cultivated, from point to point, from single to composite, from three-dimensional to all-round, so as to attract tourists to stay, appreciate and consume, and form the cultural and economic impetus sufficient to maintain and support the tulou "survival".
Lin XX also believes that in the increasingly fierce market competition, only by firmly grasping the local tourism cultural characteristics, with the intention to create a distinctive local characteristics, distinctive rural tulou cultural tourism products, in order to seize the hearts of foreign tourists, in order to remain invincible in the fierce market competition.
Going Global: From local thinking to international thinking
XX, chief consultant of Peak XX Tourism Culture Creative Co., LTD., believes that XX is the most Chinese, the most local and the most original national landmark reflecting humanistic nostalgia. Looking at China from a global perspective, XX is a national business card that can represent the local culture of China. Its Hakka Tulou culture is not only a living inheritance of an ancient way of life, but also a link to show humanistic nostalgia. In this regard, XX's resource endowment is undoubtedly world-class, even super first-class. In addition, the development of tulou has also injected modernity and fashion. Therefore, whether it is culture, natural landscape or garden pattern, XX can comprehensively form a typical Chinese visual symbol in the eyes of foreigners.
XX said that XX needs to use an innovative mode of thinking to create an internationally renowned tourist destination, which can realize the all-round improvement of county tourism through six aspects such as global tourism, full-experience tourism, full-chain tourism, all-weather tourism, all-media marketing, and full-process services, and truly go to the world.
XX Cheng believes that XX to build an internationally renowned tourist destination, the key is reflected in the "international", which reflects its grade and level. To this end, XX also needs to continue to work on environmental factors and infrastructure.
XX believes that XX tourism needs to do two things to embrace the world: one is to attract world tourists, the other is to do worldwide marketing.
Further analysis of XX, Taiwan and XX are close at hand, and there are so many cultural ties, to create a world-class tourist destination to pay attention to Taiwan source market. In addition to tourists from Taiwan and even tourists from four places on both sides of the Taiwan Strait, XX also needs to attract foreign tourists in the real sense. As for marketing, joint marketing, conference marketing, festival marketing and other means can be used. For Taiwan tourists, the image positioning of XX tourism should be "Strait family · Hakka XX"; For the 500,000 Hakka people overseas and foreign tourists who are interested in Hakka culture, the image positioning of XX tourism should be "XX Tulou · Hakka hometown", which can be understood as China's "castle".
