Question and answer, how to make industrial tourism interesting?

Deng, professor of economics, doctoral supervisor. Director of soft science research base for monitoring and analyzing regional innovation capability in Hubei Province, director of regional economy and investment environment research center of China Geo University, editor-in-chief of blue book of investment environment in Hubei Province and editor-in-chief of China industrial tourism development report.

Main research fields: tourism planning and tourism economy, regional economy and investment environment, ecological civilization and regional sustainable development. He has presided over and participated in more than 80 national natural science foundation projects, national social science fund projects, provincial and ministerial projects and projects entrusted by governments, enterprises and institutions, published more than 30 academic papers 17 books and textbooks, and won 7 scientific research awards at or above the provincial and ministerial level with the first winner.

Make industrial tourism full of fun.

Industrial tourism is a special kind of tourism that focuses on the protection and development of industrial heritage and site resources, and combines modern factories or production parks to show and create production experience value for tourists. Since the reform and opening up, the rapid economic development in China has promoted the rise and development of industrial tourism. The great development of tourism itself has also promoted the development of industrial tourism, especially in the context of global tourism.

At the first national industrial tourism innovation conference held in October 20 1 16 10, it was proposed that China's industrial tourism will enter a golden period of development in the next five years. At present, China has formed a complete industrial system, with 262 resource-based cities, 145 national high-tech development zones and 2 19 national economic and technological development zones, which has laid a solid foundation for the development of industrial tourism. Under the background of global tourism, the integration of tourism and other industries has promoted the development of industrial tourism under the "tourism+industry" system, and China's industrial tourism based on the developed industrial system has great development potential.

After the 19th National Congress of the Communist Party of China, the development of industrial tourism in China has entered a new era. Improving quality and increasing efficiency and vigorously promoting the development of industrial tourism in China have become an important task for the development of tourism in China in the new period.

1 Stones from other mountains:

Pursuing win-win situation

To talk about the development of industrial tourism, it is necessary to review the development of industrial tourism in the world. At the same time, I also want to share several typical successful cases of foreign countries obtaining economic transformation and development dividends through industrial tourism.

/kloc-since the second half of the 0/8th century, with the industrial revolution and the development of productivity after the end of World War II, industrial development has entered a period of rapid development. In the late industrial revolution, some family industrial enterprises in Britain began to build museums, art galleries or parks. /kloc-At the end of 0/9, with the development of British industrial archaeology, the protection, development and utilization of industrial heritage were paid attention to, and some industrial-related cultural relics were developed and utilized as tourism products. Around 1950s, industrial tourism began to develop as a new form of tourism.

Generally speaking, the development of foreign industrial tourism has gone through three stages: the embryonic stage from the end of 19 to the 1950s, the initial stage from the 1950s to the 1980s, and the large-scale development stage since the 1980s. Germany, the United States, Britain and other countries have many mature experiences, the main characteristics of which are to highlight the industrial cultural heritage, adhere to the diversified and differentiated development of industrial tourism resources, and pay attention to environmental protection and sustainable development.

German industrial tourism first appeared in the 1950s and rose in the 1980s. Mercedes-Benz and other automobile companies took the lead in letting consumers visit the automobile assembly site for free. At present, the number of tourists received by German industrial tourism projects has reached 1/3 of the total number of tourists in China, and it is the most successful and famous area of industrial tourism in Ruhr District. The industrial tourism network in Ruhr District covers 400 kilometers of holiday and leisure roads and 700 kilometers of bicycle lanes, passing through more than 20 cities such as Duisburg, Essen and Dortmund, including 19 industrial tourist attractions, 6 national industrial cultural museums, 17 panoramic industrial landscapes and 12 industrial immigrant towns. The successful experience of industrial heritage tourism in Ruhr lies in the full development and utilization of industrial heritage, rational planning and design, and the adoption of diversified development models.

As a world industrial power, industrial tourism in the United States started earlier and developed in various forms. Different types of industrial tourism projects have distinct characteristics. For example, Hershey Chocolate Town in Pennsylvania is the largest chocolate producing area in the world. In the first half of the 20th century, Hershey Town was Hershey Company, and almost all the residents in the town were employees of Hershey Company. Now, thousands of tourists come here every year.

Britain is the birthplace of the first industrial revolution and a pioneer country in developing industrial tourism, and has made great achievements. Birmingham, which has the reputation of "the cradle of industrial revolution" and "the factory of the world", began to develop industrial tourism in the 1970s, which is of representative and exemplary significance, especially the renovation of urban canals. On the basis of retaining historical traces, the original factories, warehouses and workshops on both sides of the canal have been transformed into places for people to feel art, enjoy music and relax, forming a comprehensive and integrated industrial tourism system. Barge Bookstore, Shadow Factory, Jaguar Land Rover Experience Center, Cadbury Chocolate World and so on. They are all industrial tourist spots that tourists must visit. At present, Birmingham receives about 22 million tourists every year. In addition, Kadyb Ri World in South Yorkshire, Scottish Whisky Cultural Heritage Center, Essbridge Gap Museum, Sney burston Discoverer Park and Elsair Card are all successful industrial tourist spots that can be used for reference. For example, Kadyb Li World specially introduces the history of chocolate to tourists and shows how to make chocolate. The scenic spot also provides the service of holding birthday meals for children. In the Scotch Whisky Cultural Heritage Center, visitors can take an electric car in the shape of a whiskey barrel to visit the scenic spots.

From the above typical cases, we can see the important role of industrial tourism in local economic development. Industrial tourism is a new form of transformation and upgrading of resource-based cities and further innovation and development of emerging modern industries. The data shows that more than 15% of large and medium-sized industrial enterprises in developed countries in Europe and America carry out industrial tourism.

The experience of foreign industrial tourism development gives us the following inspirations: First, the theme of industrial tourism routes should be distinct, the characteristics should be prominent, and attention should be paid to creating experiences. At present, most of the 120 industrial tourist routes in Germany have clear themes and are related to a certain industry, which is an "industrial culture road". Such as toy road, car road, beer road, glass road, etc. Volkswagen City in Wolfsburg, Germany, is the largest and first automobile theme park in the world, displaying a large number of automobiles and automobile parts, as well as many experiential experimental devices. It is a typical and unique automobile culture city. Wolfsburg will bring the whole city into the automobile industry tourism, which is of great reference value to the development of industrial tourism in China. The second is to pay attention to landscape transformation, but at the same time, we should properly handle the relationship between protection and transformation, and realize the image transformation of industrial tourism destinations and industrial relics. Relying on Thyssen Iron and Steel Company, the landscape park in North Duisburg, Germany was rebuilt on the basis of industrial sites, the No.5 blast furnace was transformed into a climbing project, the gas tank was transformed into a diving center, the 1 blast furnace was transformed into an open-air cinema, the silo was transformed into a children's activity area, the power distribution supply room was transformed into an office dining area, and the old office building was transformed into a youth hostel. Third, focus on developing diversified tourism products. Fourth, pay attention to solving social problems in the important position of industrial tourism development. The development of industrial tourism in Germany pays attention to the win-win situation of communities, governments and investors, and pays attention to solving social problems such as unemployment caused by industrial adjustment.

2. According to local conditions:

Pay equal attention to inheritance and innovation.

Looking back, let's analyze the discovery process and context of industrial tourism in China. Generally speaking, China's industrial tourism has experienced the budding 1.0 era and the gradually standardized 2.0 era, and moved towards the new 3.0 era of improving quality and increasing efficiency.

In the embryonic era of 1.0, China's industrial tourism was only a visit, not a real industrial tourism. Its founders are mainly some well-known large domestic enterprises, such as "Jade Liquid and Royal Jelly: Welcome to Tsingtao Brewery" by Shandong Tsingtao Brewery, Haier Industrial Tour launched by Haier Group on 1999, "This is how steel is tempered" by Shougang Group, and production lines and automobile display samples developed by FAW Group.

From 200 1 to 20 16, China's industrial tourism entered a 2.0 era of gradual standardization and order. The National Tourism Administration has successively issued the Guidelines for the Development of Industrial Tourism, National Agricultural Tourism Demonstration Sites, Inspection and Acceptance Criteria for National Industrial Tourism Demonstration Sites (Trial), and the Decision on Naming 306 Units including Beijing Hancunhe and Shougang Corporation as National Industrial Agricultural Tourism Demonstration Sites, which gradually standardized the development of industrial tourism in China. At this stage, Shanghai's work is representative. Shanghai has formulated and promulgated the first local industrial tourism service standard in China-"Service Quality Requirements for Industrial Tourism Scenic Spots in Shanghai", and introduced the novel annual ticket method into industrial tourism for the first time. At this stage, enterprises' awareness of developing industrial tourism is enhanced.

At present, China's industrial tourism has entered a 3.0 new era of improving quality and increasing efficiency. The new era of China Industrial Tourism 3.0 is characterized by the innovative development of industrial tourism under the new development concept, with a brand-new view of resources and market, with improving quality and increasing efficiency as the core. The new development concept is the code of action for the great development of China's industrial tourism in the new era. Quality and benefit are the essence and core of the great development of China's industrial tourism in the new era, which is determined by the new characteristics of the new era after the 19th National Congress of the Communist Party of China. The important feature of the new era is that China's economy has changed from a high-speed growth stage to a high-quality development stage, and the development of industrial tourism in China should also adhere to the road of improving quality and increasing efficiency.

In the new era, the development of industrial tourism in China has unique advantages in material and cultural resources, and there are many industrial and cultural sites with unique connotations, which are very attractive. China's industrial tourism has been rolled out in the whole field, covering 4 1 industrial category. From simply showing the production process and technology to diversified development, from local areas to the whole region, from simply visiting factories to industrial shopping tours, industrial popular science tours, corporate culture tours and industrial heritage tours. Industrial heritage museums, industrial heritage parks, industrial cultural and creative industrial parks, sightseeing factories and industrial characteristic towns are the main supply forms of industrial tourism products in China in the new period.

In the new period, the industrial tourism market in China presents unique characteristics. First, young people, students and the elderly are the main markets; Second, interactive experience products are most popular in the market; Third, the product market brand gradually formed; Fourth, the market demand is heating up gradually. The students' market and the elderly's market are the markets that can be further developed in China and the potential of China's industrial tourism market.

3 thick accumulation and thin hair:

Great development in transformation

Socialism with Chinese characteristics has entered a new era, and the development of industrial tourism in the new era has new requirements. The quality of industrial tourism development in the new period is more prominent and important. Quality and benefit are the essence and core of the great development of industrial tourism in China in the new period. In the process of industrial tourism development in China, we should pay attention to the strategic significance and role of improving quality and efficiency, and comprehensively plan a new pattern of industrial tourism development in the new period.

At present, the development of industrial tourism in China presents a good trend, but it still faces a series of problems and deficiencies. For example, in some areas, the understanding of developing industrial tourism is insufficient, especially the willingness of enterprises to develop industrial tourism is not strong, and some local governments have different understanding of developing industrial tourism; Another example is that the structure of industrial tourism products is single and its characteristics are not obvious. Most local industrial tourism activities simply visit factories, which do not meet the requirements of tourists' participation, do not reflect the taste of "traveling", and lack special tourism products and souvenirs; Then, the development space of China's industrial tourism is unbalanced, with great regional differences. Some places have high enthusiasm for industrial tourism and good results, but more places have limited development conditions and low level.

I think we should firmly grasp the four main lines (chains) of industrial civilization chain, industrial chain, industrial city chain and industrial enterprise chain to improve the quality of industrial tourism products. Fully grasp the demand of tourism consumption, and identify the product positioning and regional positioning. Deeply develop industrial tourism resources and increase the participation of tourists. In strict accordance with the industry standard of "Specification and Evaluation of National Industrial Tourism Demonstration Base", we will strengthen the construction of industrial tourism demonstration base from the aspects of basic conditions, infrastructure and services, supporting facilities and services, tourism safety, tourism informatization and comprehensive management. We will build a number of industrial tourism cities from the aspects of location and convenient traffic conditions, quality and benefit of tourism economic development, quality and benefit of industrial economic development, industrial tourism resources and potential, industrial tourism development status, industrial tourism development environment and ecological civilization display, so as to comprehensively enhance the competitiveness of urban industrial tourism.

In the overall planning of the new pattern of industrial tourism development in the new period, the market positioning of industrial tourism should be accurate and the market segmentation should be deepened. For example, we can carry out industrial tourism with the theme of learning to choose a job for college students, industrial tourism with the theme of investigation and research for government agencies, industrial tourism with the theme of attracting investment for investors, and industrial tourism with the theme of promoting exchanges and observation can also be jointly organized with industry associations. In the new era, the development and marketing of industrial tourism market in China should focus on the following tasks: optimizing the combined routes to increase the tourism and hierarchy of products; Planning theme industrial tourism products; Promote the overall tourism development of the city through industrial festivals; Enhance the participation and experience of industrial tourism products; Selling and launching industrial tourism products and derivative products; Promoting network marketing with the help of internet.

Tourism is an important part of people's good life. We must fully understand and accurately grasp the great significance and direction of developing industrial tourism from the height of solving the main social contradictions. On the one hand, through the development of industrial tourism, it contributes to solving the main social contradictions; On the other hand, accelerate the structural reform of the supply side, and make the development of industrial tourism more balanced and sufficient by improving quality and increasing efficiency, so as to better meet the needs of the people.

have a conversation

From "manufacturing" to "intellectual creation"

ask

answer

Reporter: Compared with other forms of tourism, what are the unique advantages of industrial tourism in promoting the great development of tourism?

Deng: Compared with other forms of tourism, industrial tourism itself has the characteristics of unique resources, clear market positioning and no seasonal interference.

Industrial tourism resources are highly professional, high in science and technology, and have unique industrial cultural connotation, mainly including the factory area, production line, production tools, labor objects and products of industrial enterprises, which reflects the application of science and technology and management methods in industrial production from different angles. For example, advanced equipment is the crystallization of science and technology, unique technology contains rich scientific knowledge, orderly production line is the rational use of modern management technology, good working atmosphere and beautiful environment are the full embodiment of corporate culture, and industrial tourism resources are often difficult to imitate and monopolistic.

Industrial tourism is a special kind of tourism with clear market positioning and high quality of tourism consumers. Although the target market of industrial tourism is large and the composition of tourism consumers is diverse, the youth market and the middle-aged and elderly market are highly oriented. Based on these characteristics, at present, the reception of industrial tourism in China is mainly based on groups.

In addition, industrial tourism activities have no seasonality and directionality. Industrial tourism products are mainly human resources such as industrial production technology and industrial sites, which are less affected by natural environment such as climate and have no obvious seasonal changes.

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Reporter: Industrial tourism has a positive effect on the great development of tourism. On the other hand, can industrial enterprises develop industrial tourism? Is this "cross-border development" or "inaction" for industrial enterprises?

Deng: Industrial tourism not only adds icing on the cake to tourism, but also benefits industrial enterprises.

Many enterprises attach great importance to brand building. In fact, developing industrial tourism is a clever way to improve brand awareness and an effective way for industrial enterprises to achieve brand competition. Industrial tourism can transform industrial brands and well-known products into competitive tourism products, bring intangible benefits to industrial enterprises, not only let tourists experience the unique charm of brand formation, but also strengthen the competitiveness of industrial enterprises in the same industry, which can be said to be a special and effective advertisement. "Today's tourists are tomorrow's customers" is the concept of Tsingtao beer industry tourism development and the best publicity. Tsingtao Brewery cultivates hundreds of thousands or even millions of loyal fans every year through industrial tourism. Qingdao Haier Group develops Haier Science and Technology Museum as a tourism product, which not only has the characteristics of a modern enterprise, but also attracts a large number of Chinese and foreign tourists to visit. Tomson Bianjian launched a transparent factory tourism project with the theme of "transparent witness and happy swimming", which played a positive role in establishing corporate culture and brand awareness.

Developing industrial tourism can promote the organic integration of industries, promote the green transformation and upgrading of enterprises, and increase the economic benefits of enterprises, which is an effective means to improve the comprehensive benefits of industrial enterprises. For example, the design concept of Xipingshuo Coal Mine takes environmental protection and science and technology as products, and displays the magnificent scene of mining operations through unique industrial tourism products such as "big open-air science and technology tour" and "big open-air environmental protection tour", enriching tourism projects while developing circular economy, and finally realizing the transformation, upgrading and sustainable development of the mining area. Enterprises can get direct benefits from direct sales of products, sales of tickets and souvenirs, catering, accommodation, entertainment, transportation and shopping, and can also get considerable benefits from the service chain brought by tourism. For example, transform idle factories into hotels, train idle workers into service personnel, and provide the terminal products of enterprises to tourists for consumption. Enterprises are not idle in developing industrial tourism. For industrial enterprises, industrial tourism is not only a bridge to spread the civilization of industrial enterprises, but also a powerful driving force for industrial growth of industrial enterprises. Cross-border industrial tourism can "cross" a different kind of beauty.

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Reporter: As you can see from your lecture, there are some successful experiences and cases of industrial tourism development in the West. Copying and simply cloning them is not advisable under the national conditions of China. What do you think of this? Any suggestions?

Deng: The development of industrial tourism in China must learn from the successful experience of western industrial tourism development. The development model of industrial tourism in developed countries is not limited to the observation experience of production workshops, but also includes various development models such as museums, public leisure and comprehensive development, and has formed a relatively complete system. At the same time, foreign industrial tourism also has the advantages of distinctive theme, flexible management and emphasis on marketing, which is worth learning from when developing industrial tourism in China.

It is not advisable to copy and simply clone the successful experiences and cases of western industrial tourism development, and it is necessary to learn from and innovate selectively. We should explore the suitable industrial tourism mode from their development experience, plan the route reasonably, improve our own industrial tourism system, and focus on learning their ideas and innovative thinking of developing industrial tourism. We must take the actual situation of industrial tourism development in China as the premise, and develop industrial tourism with local characteristics according to the industrial tourism resources in different regions. For example, in the process of industrial tourism development, western countries have formed diversified tourism objectives, rich tourism products and forms, flexible management methods and hierarchical tourism markets. While learning from it, we should innovate and develop industrial tourism in combination with China's actual situation, find patterns and innovations suitable for the development of domestic industrial tourism, form the characteristics of China's industrial tourism, and constantly promote the vigorous development of domestic industrial tourism.

In my opinion, the integration of Chinese and western elements can be moderately carried out to provide more tourism elements for industrial tourism. For example, Rossini Industrial Sightseeing Park in Zhuhai attracts many tourists' attention with its all-European style, and introduces the concept of "clock garden" in Geneva, Switzerland, integrating European architecture with fountains, trees, ponds and small bridges into the pulse of clock culture and time history. The industrial tourism route is completed in one go, the professional quality of the lecturers is high, the brand culture is distinctive, and the blending of Chinese and Western styles highlights the brand style, with good results.

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Reporter: What do you think a complete industrial tourism industry chain should look like?

Deng: In recent years, WISCO's industrial tourism has gradually formed a complete industrial tourism industry chain. Through the division of its own industrial tourism resources, WISCO has formed four industrial tourism scenic spots: industrial relics and museums, factory visits, humanistic architectural landscapes and natural landscapes of riverside scenic spots. Daye iron mine pit, namely Huangshi National Mine Park, is the main industrial relic of WISCO industrial tourist area, located in daye city, Huangshi, Hubei. Museums include WISCO Museum in China and Daye Iron Mine Museum, also located in daye city. Qingshan River Beach is integrated with Wuhan urban landscape.

We can understand the industrial tourism industry chain from both broad and narrow perspectives. The broad industrial tourism industry chain should include the analysis and evaluation of industrial tourism resources, industrial development planning and design, product design and development, marketing operation, capital market and so on. The narrow industrial tourism industry chain mainly includes the development, operation and sales of industrial tourism products, such as the development of tourist routes, the design, production and sales of tourism products, and the training of tour guides and managers. Usually it is a narrow understanding and operation.

A complete industrial tourism industry chain should have the unique industrial culture and brand characteristics of enterprises, which is the premise of industrial tourism development; There should be specific forms and routes of tourism, and various forms of tourism should be determined according to the advantages of enterprises, such as sightseeing in industrial scenic spots, museum exhibitions, demonstrations in science and technology museums, and personal experience. There must be perfect tourism products, tourism products should be perfectly integrated into tourism routes, and industrial tourism professionals should be equipped; If a complete industrial tourism industry chain wants to develop harmoniously, it is impossible for one or several enterprises to operate by themselves, and cooperation among enterprises, governments and travel agencies is also needed. (Reporter Xing Litao)