How to do well the planning and design of scenic spots

Tourism planning is an overall deployment process of the development goals and realization methods of a regional comprehensive tourism system. Tourism planning requires starting from the overall situation and integrity of the system, focusing on the overall optimization of tourism planning objects, correctly handling the complex structure of the tourism system, and considering and handling problems with a developmental and three-dimensional perspective. Therefore, tourism planning must be based on a strategic height and provide guiding policies for achieving tourism goals.

The basic tasks of tourism planning are: to determine the development goal, improve the attraction, comprehensively balance the relationship among tourism system, support system and security system, expand the breadth and depth of tourism content, optimize the structure of tourism products, protect the ecological environment on which tourism depends, ensure that tourism destinations get good benefits and promote local social and economic development.

First, evaluate tourism resources from the perspective of tourists.

Tourism resources are divided into natural resources, human resources and social resources. From the analysis of market adaptability, that is, tourists' preference, natural resources have natural attraction among the three types of resources, so the development of tourism in areas rich in natural resources has strong resource competitiveness. At the early stage of tourism development in China, the first-class tourism resources have been developed into world-class tourism products, which have entered the international and domestic markets, such as sandstone peak forest landform in Zhangjiajie, karst calcified deposits in Jiuzhaigou and karst peak forest in Guilin. With the rapid development of domestic tourism, natural tourism resources are being searched, discovered and even artificially created everywhere, but the second-rate and third-rate resource attributes determine that they can only be developed into regional tourism products.

As the carrier of traditional culture, human resources endow regional tourism resources with core competitiveness. Humanistic tourism resources have created a strong regional color and personalized characteristics of regional tourism, which is unique and monopolistic.

In recent years, industrial tourism and agricultural tourism have gradually emerged, bringing modern industrial resources such as industry and agriculture into the category of tourism resources reflects the new changes in the tourism market and the new needs of consumers. Many things beyond the traditional view of tourism resources have also become important tourism resources under the change of market demand, such as wine making, steel production, automobile manufacturing, orchard picking, new rural construction and so on. This has also spawned many emerging tourism formats. Strong market demand, diversified consumption trends and increasingly complex consumption structure determine that tourism managers and operators must find and evaluate what they ignore with a brand-new vision and perspective, and tap the value of tourist attractions contained in it.

In the eyes of market theorists, the traditional resource-oriented evaluation system of tourism resources is outdated, and tourism resources should be classified according to the degree of market demand and tourists' likes and dislikes.

Second, design products according to market demand.

In the era of experience economy, people-oriented and satisfying tourists' psychological needs are the key to the development of tourism products (scenic products, route products and festival products).

When developing cultural relics and cultural tourism products, cultural relics scenic spots should organically combine professionalism, academics, knowledge, interest and appreciation to enhance the attraction and appeal of cultural relics exhibitions. It is necessary to introduce modern exhibition concepts, pay attention to creative design, use modern scientific and technological means, and innovate cultural relics exhibition methods to help people deeply understand and experience the charm of ancient civilization. Xi 'an Datang Furong Garden, with multiple automatic devices, regularly emits aromatic gases into the air, so that tourists are immersed in the fragrance all the time and everywhere, providing visitors with unique sensory experience and psychological feelings. It has become the first theme park in China that "smells fragrant and moves" and has established a unique market image that is different from competitors.

Third, take the lead in marketing.

Product development and market development are two legs of tourism development. The smooth development of tourism must rely on product development and market development. At present, many local governments and scenic spot managers in China have entered a misunderstanding in the field of tourism development, that is, they attach importance to product development and ignore market development; Pay attention to the construction of scenic spots, not to the construction of the market. The outstanding performance is that they are willing to invest a lot of money in the construction of internal facilities in the scenic spot, but they are unwilling to spend money on marketing promotion. The production and consumption of tourism products are different from other products, and the production and consumption processes of tourism products are synchronous. Therefore, only through effective market development and good publicity and promotion can we attract enough tourists to spend and invest a lot of money to develop and build scenic spots and enter the market. Generally speaking, the innovation of tourism marketing should do the following work:

Make a marketing plan and carry out tourism marketing scientifically and systematically. By making a tourism marketing plan, we can effectively overcome the randomness and blindness of publicity and promotion and improve the efficiency of market development. The main contents of tourism marketing planning are: determining the market and identifying potential consumers; Design unique tourism products according to consumers' consumption intention; Determine the image communication channels and sales strategies; Marketing effect evaluation, etc.

There must be a brave person who dares to establish a strong sales channel for travel agencies with incentive policies. The accessibility of tourist destinations varies from place to place. Yuntai Mountain in Jiaozuo City, because it is not on the main railway line, the accessibility of tourist traffic is poor. However, Jiaozuo City broke through the conventional thinking, boldly launched the incentive policy of special train, chartered flight and bus fleet, and heavily encouraged travel agencies in tourist areas to take Yuntai Mountain as their final destination and organize special train and bus fleet. This move has been strongly responded and sought after by travel agencies in Shanxi, Shaanxi, Jiangsu, Shandong and other tourism markets. With the accompanying tourist trains and bus fleets, Yuntai Mountain quickly became a famous mountain in China.

Introduce a subsidy policy for travel agencies and scenic spots to set up offices in major tourism markets. It has been widely adopted by developed countries and regions in the world to set up offices in the tourism market to understand the market dynamics and contact travel agencies. Many domestic travel agencies have set up offices in major tourist sources for a long time to provide zero-distance team service for the majority of tour groups, thus becoming wholesalers of certain line products. According to incomplete statistics, there are nearly a thousand offices set up by foreign travel agencies in Beijing.

Third, unite with Lian Heng and take the initiative to carry out regional cooperation.

In recent years, in order to enhance the competitiveness of regional tourism, regional tourism cooperation at the government level aimed at opening up markets to the outside world and creating barrier-free tourism at home has surged. Among many regional tourism cooperation, the newly emerging regional cooperation with * * * to build a certain theme line product is the most striking. This cooperation falls into two categories. First, the resources of different tourist destinations are homogeneous. In order to avoid the competition of similar products, they adopt the competition and cooperation strategy and launch cross-regional theme line products. Secondly, different tourist destinations and neighboring areas have complementary products, and through ingenious planning and product integration, a brand-new line product is formed.

Therefore, tourist destinations should take the initiative to go out. In terms of product construction, we will combine other destinations with the same or complementary themes to create a brand-new line product format with market competitiveness. In terms of market development, we should cooperate with the surrounding areas, concentrate their limited funds and resources, make many a mickle, gather sand and make a tower, learn from each other's strong points and strengthen publicity and promotion.