Thesis on Guilin tourist attractions

1. Culture, the foothold and soul of modern tourism development. Due to the continued development of the world economy and the

trend of global economic and cultural integration, contemporary cultural values ??have a more profound impact. The production and consumption of various countries, especially the production and consumption of tourism products. Because people's material needs are limited. Once the material needs are met, they will pursue cultural and spiritual enjoyment more. Today, Chinese and foreign tourists are no longer satisfied with fleeting sightseeing tours, but are eager to acquire knowledge through tourism activities, pursue spiritual feelings with a certain cultural realm, and seek deep appreciation of beauty

. Not long ago, the "World Tourism Report" produced by the World Tourism Organization analyzed the trend of international tourism and pointed out that in the 21st century, the tourism market's demand for culture continues to increase, cultural tourism is growing at an annual rate of 10 to 20%, and modern tourism has From traditional sightseeing tourism to a higher level of development, cultural tourism has become a fashion and shows a momentum of rapid development. 70% of tourists in Europe and the United States consume cultural tourism. The United States and France, which have ranked first in the world in tourist arrivals and tourism revenue in the past two years, have two-thirds of their tourism revenue related to cultural tourism. This is true for foreign tourism consumption, and it is also true for domestic tourism. Cultural tourism is favored by tourists in China. A large number of tourism products with rich cultural connotations and outstanding cultural characteristics, such as the Forbidden City and the Great Wall in Beijing, the "Splendid China" in Shenzhen, the ethnic villages in Yunnan, and the Terracotta Warriors in Shaanxi, have become people's first choice for travel. For example, a large number of plum vases from the Ming Dynasty were unearthed from the tomb of King Jingjiang in Guilin City and were exhibited at the Museum of Chinese History in Beijing in 2001. After being reported by the news media, 28 domestic and foreign visiting groups came from South Korea, Japan, and People from Guangdong, Shaanxi and other places make a special trip to Guilin. In addition to seeing the green mountains and beautiful waters, the other main purpose is to admire Ming Dynasty vases. In recent years, tours to Western European countries, tours to Australia and New Zealand, and tours to Singapore, Malaysia, and Thailand have become popular in China. People are willing to spend so much money to participate in these tourism activities. The main purpose is to appreciate the exotic customs and culture. This phenomenon realistically demonstrates the humanistic charm of tourism culture. Many domestic tourists have also put forward such slogans: Traveling with culture is the true meaning of tourism, and it is also a higher level of tourism; high-quality tourism is to taste culture and reminisce about culture; to play in the end is to play with culture? All of this Tell us: The tourism industry has entered the highest stage of competition

—the stage of cultural competition. The rise and rapid development of cultural tourism are inevitable for the development of tourism industry. The essential attribute of tourism is culture, and feeling cultural differences, exploring culture, and experiencing culture are the eternal motivations for tourism behavior. In other words, the tourism industry itself

is an industry that produces culture, operates culture, and sells culture, especially the construction and management of scenic spots. As researcher Wei Xiaoan said: The management of tourist attractions is all about culture, while tourists’ tourism activities are consuming culture, enjoying culture, and purchasing culture. Some well-known scenic spots often represent a certain unique culture, which is a long-read book in itself. This is the so-called "three points of scenery, seven points of content". However, tourism resources are not equal to tourism products. Only through cultural excavation, smelting, design and production can they become tourism products. Therefore, tourism culture is the foothold and soul of the development of modern tourism, and it is also the foundation of competition in tourism products. Without this soul, there will be no attraction, let alone competitiveness. The rise and rapid development of cultural tourism at home and abroad have received great attention from the National Tourism Administration and tourism management departments at all levels. At present, the National Tourism Administration has added "cultural orientation" as an important content to the "Classification and Assessment of Quality Levels of Tourist Areas (Spots)". Emphasizing the cultural connotation of tourist attractions (spots) in terms of grade classification and evaluation standards is intended to require all localities to focus on improving the product quality of tourist attractions (spots) to further improve their international competitiveness. Fully tapping the cultural connotation in natural resources is an important foothold for the sustainable development of China's tourism industry, and has become common sense in the tourism industry.

2. Current situation of Guilin’s tourism cultural resources and existing problems in cultural construction of tourist attractions

(1) Guilin has rich and colorful tourism cultural resources

Vivid and colorful Ethnic Customs - The Zhuang, Dong, Miao, Yao and other ethnic minorities who live in Guilin have unique customs and customs. They have their own distinctive architecture, food, clothing, weddings, festivals and other traditional customs, which make up the colorful Guilin. ethnic customs and cultural resources. The singing fairy Liu Sanjie has become the embodiment of Zhuang people who are good at singing and dancing. These unique national cultures are well-known at home and abroad. Ancient history and culture - Guilin has a history of more than 2,000 years, with well-preserved Neolithic and Paleolithic human sites dating back 10,000 to 50,000 years ago. As one of the first batch of national historical and cultural cities, Guilin has some scenic spots (spots) with rich historical and cultural connotations, including the Xing'an Ling Canal built in the Qin Dynasty, the Jingjiang Imperial City and Wang Tombs in the Ming Dynasty, and the Guihai Forest of Steles, which is rich in historical and traditional culture. , as well as the Guilin Eighth Route Army Office showing the history of the modern revolution, the Red Army's Breakthrough of the Xiangjiang River Monument Park, etc.

The splendid rock cave culture - Guilin is an area dominated by mountains. The terrain is complex, with numerous stone mountains, karst topography and landforms everywhere. There are many strange peaks and caves, forming unique peaks, mountains and karst caves

Landscape. Such as Reed Flute Cave, Qixing Cave in Guilin, Fengyu Cave in Lipu, etc. Starting from Yan Yanzhi, a famous poet in the Southern Dynasty, who sang about the Duxiu Peak of Guilin, people such as Han Yu, Liu Zongyuan, Du Fu, Song Zhiwen, Li Shangyin, Zhang Jiuling, and Yuan Hui in the Tang Dynasty, Su Shi, Fan Chengda, Zhang Xiaoxiang, Qin Guan, Huang Tingjian, and Li Gang in the Song Dynasty, and from the Yuan to the Qing Dynasty The famous literati Shi Tao, Yuan Mei, Dai Qin, the great geographer and traveler Xu Xiake, and the famous modern writers Guo Moruo and He Jingzhi all wrote a large number of poems, travel notes, couplets, inscriptions and cliff inscriptions. These are the achievements of our ancestors. It has left us a very rich and precious cultural heritage. It not only records the historical features of Guilin from different perspectives, but also injects profound cultural connotation into the landscape of Guilin. Rich water culture - Guilin is very rich in water resources. The annual rainfall is one of the four most concentrated areas in Guangxi, with the annual rainfall ranging from 1599

to 2827 mm. Literati and celebrities throughout the ages have spoken highly of Guilin's water, and there are many masterpieces handed down from generation to generation, such as the eternal line "The water is like a green belt, and the mountains are like jade hairpins" by the famous writer Han Yu in the Tang Dynasty, and the famous modern poet He Jingzhi's "Guilin" "Landscape Song" is known to everyone. The world-famous Lijiang River in Guilin, Xing'an Lingqu, which is comparable to Dujiangyan in Sichuan, and a large number of scenic spots (spots) that people have long known, such as Qingshi Lake and Longsheng Hot Spring, are beautiful. Their beauty lies not only in the water, but also in their history. , connotation and the architectural art of lakeside and riverside that complement it. Ecological agricultural culture with great potential - Guilin is very rich in animal and plant resources, with a forest coverage rate of 66.46% and more than 1,415 plant species. Currently, there are 1,593 animal species in our area, which is the largest distribution of wild animals in the country. One of the regions; there are 8 nature reserves above the autonomous region level, including 2 at the national level; 5 autonomous region forest parks and 2 national forest parks; in recent years, Guilin’s forest tourism and agricultural tourism have quietly emerged, and Guilin Longsheng The Longji Rice Terraces, Zijiang-Bajiaozhai, tea culture, wine culture, popular science knowledge about ecological agriculture, trial of field practical skills, experience of rural life, etc., constitute Guilin’s charming ecological agricultural tourism culture. Dignified and profound religious culture - Religion has been introduced into Guangxi since the Eastern Han Dynasty. Buddhism and Taoism have a history of nearly 2,000 years in Guangxi. Among them, Guilin has many ancient Buddhist buildings, such as Buddhist temples, pagodas, grottoes (mainly cliff statues), and statues, such as the Xiangshan Temple in Quanzhou and the Wenwu Temple in Gongcheng. In addition, there are also Christian chapels and Islamic churches. Mosques, etc., these buildings have both exquisite skills and touching art. They include architecture, sculpture, painting, landscape, modeling and other aspects. They are very rich in content and have Guilin characteristics. These are precious materials for understanding Guilin's religious culture. Unique architectural culture - Guilin's ethnic minorities live together in large groups. Their houses are mainly built in the gantry type, but the architectural styles are different. The Zhuang people's hemp wood buildings, the Yao people's half-side buildings, the Miao people's stilted buildings, Although the Drum Tower and Fengyu Bridge of the Dong people are ancient traditional architectural forms, they are still very suitable for Guilin's geographical environment and climate characteristics. In addition, there are many ancient bridges, pavilions, pavilions, and ancient towns of the Ming and Qing Dynasties, which constitute Guilin's unique architectural culture.

(2) Problems in the cultural construction of Guilin tourist attractions

Although various places in Guilin have paid more attention to the development, construction and publicity packaging of sightseeing natural landscapes in recent years, some places have paid attention to ethnic festivals. In order to develop and organize cultural activities, some scenic spots (spots) also use ethnic-style performances to increase cultural content. However, the deep and excellent cultural connotations of a considerable number of scenic spots (spots) have not been well explored and utilized. Even the cultural landscapes in scenic spots only focus on the use of physical objects, but ignore the excavation of inner culture. They do not organically combine physical objects with intangible cultural connotations, making some humanistic landscapes rich in appearance and content. Empty and boring.

Some of the ethnic customs performances in some places are not of high quality, and even tend to be vulgar and over-commercialized? What is even more worrying is that some areas are still in the stage of simply selling tourism products or even At the stage of selling tourism resources, no efforts were made in brand planning and brand operation. As a result, the cultural content of some scenic spots (spots) was obviously insufficient, the quality of tourism products was not high, and tourists only visited the scenic spots (spots) for a quick glance. Looking at landscapes and real objects in a fancy way will naturally not be very attractive to tourists.

In addition, the commentators and tour guides of tourist attractions (spots) have a deep understanding of the profound history and culture, rich ethnic customs, unique geographical overview, and rich scientific knowledge contained in the scenic spots (spots). As a result, the rich and profound cultural connotations of scenic spots (spots) are not fully displayed and publicized, and tourists cannot enjoy high-level cultural enjoyment, and their satisfaction is greatly reduced.

3. Build a tourism culture with Guilin characteristics and create new tourism brands

In the operation of the modern tourism market, people have realized from the fierce market competition: only by stepping out The old way of low-level operation of simply selling tourism products and implementing a "brand strategy" is the long-lasting development path for the tourism industry

The creation of a tourism brand must be based on profound cultural connotations. From the perspective of using cultural resources in a narrow sense, each scenic spot has its historical background, regional background and cultural accumulation of the scenic spot itself. Carefully analyzing, collecting, organizing and utilizing cultural materials, especially those that can be expressed in living forms, and demonstrating and reconciling them with the characteristics of tourists' needs

will definitely add luster to the scenic spots. Form new selling points and new attractions. The author believes that we should build our own tourist attraction brand from the following three aspects.

(1) Update old brands

Guilin’s tourism resources are very rich, diverse and have outstanding characteristics. Some tourist attractions have become famous in the region through continuous development, construction and publicity packaging. Even well-known brands at home and abroad. However, some old brands only pay attention to the planning of natural landscapes and appearance images in terms of product development, promotional packaging, or operation methods, and ignore the depth of their cultural connotations, so they fail to give full play to their brand effects. . Therefore, the author believes that in order to create a new brand of Guilin tourist attractions, we must first do a good job in updating the old brands. The update mentioned here is not a complete denial of the old brand, but a deep exploration of the cultural connotation of these attractions, further enriching the content of the attractions, and upgrading the brand.

Existing old brands can explore their cultural connotations from the following four aspects:

1. Excavation of historical and cultural connotations

Most well-known old brands have With its long historical background and profound

historical and cultural connotations, the reason why Guilin’s landscape is “the best in the world” is not just

its simple natural scenery, but also its magical and beautiful scenery. The organic combination of natural scenery and the profound cultural connotation attached to it. Guilin is my country's famous landscape cultural city with a history of more than 2,000 years. In 1982, it was announced by the State Council as one of the first batch of historical and cultural cities. It is famous for its Zengpi Rock and Baoji Rock.

The prehistoric ancient human ruins and culture represented by the Jingjiang Palace are extremely precious; the Ming Dynasty vassal history and culture represented by the Jingjiang Prince's Mansion and the Jingjiang Prince's Mausoleum

are spectacular and complete, rare in the country, and have been

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It has become a national treasure; as well as the relegation culture, imperial examination culture, and Anti-Japanese War culture from the Southern Dynasties to modern times

It is these rich and precious historical cultures and the beautiful scenery of Guilin

The perfect fusion of natural scenery constitutes the famous brand of Guilin as a tourist city. The cultural heritage is the soul of Guilin's landscape. At the symposium on "Guilin's Landscapes Are Best in the World" by Song Dynasty Wang Zhenggong held in Guilin not long ago, experts and scholars from all over the country pointed out: Guilin's tourism development must be based on nature Only by advancing hand in hand with the development of human resources can we truly achieve internationalization. Guilin

Landscape must first play a good role in history and culture.

The Xing'an Ling Canal was built in the 33rd year of Qin Shihuang (214 BC). It is one of the oldest artificial canals not only in China but also in the world. It is a national key cultural relics protection unit. The construction of Ling Canal connected the two major water systems of the Yangtze River and the Pearl River, forming the eastern and southern half of China's water transportation network, and played an important role in Qin Shihuang's unification of Lingnan. Lingqu is a shining pearl in my country's historical and cultural heritage, and it is also a tourist attraction full of cultural connotations. Xing'an Tourism

If the "Qin Culture" card is played well, people can truly understand the history during the tour and further stimulate patriotism.

2. Excavation of scientific and cultural connotations

The scientific and cultural value of tourist attractions is mainly reflected in the natural science knowledge they contain and the knowledge of various related disciplines. knowledge. Such as the origin of karst landforms and Danxia landforms, the formation process and types of karst cave landscapes and the various stalactites in the caves, the origin of hot springs and their Utilization value

The types and characteristics of animals and plants, as well as many famous wooden buildings relying on mortise and tenon joints

to withstand hundreds of years of wind and rain without any damage, etc. related to geography, climate, geology, < /p>

Rich scientific knowledge on architecture, flora and fauna is contained in scenic spots

If each scenic spot (spot) can deeply dig into this knowledge and organize it

According to the needs of different tourists, it can be explained in words or by tour guides

in simple and easy-to-understand terms, which is more effective than the same analogies and pictograms everywhere

It can stimulate tourists' interest and at the same time satisfy their knowledge needs

.

3. Excavation of literary aesthetic connotation

Another aspect of the cultural connotation of Guilin’s well-known brands is: the extremely beautiful natural scenery

and countless poems, inscriptions, and couplets written by literati of the past dynasties< /p>

Literary works such as couplets complement each other. It can be said that there is no scenery without poetry, and no poetry is without beauty.

Humanities and beautiful scenery are integrated, thus creating a poetic and picturesque cultural atmosphere

Wai. The development, construction and publicity packaging of Guilin tourist attractions (spots) should focus on rendering and strengthening this unique cultural atmosphere. For example, Han Yu, a great literary figure in the Tang Dynasty, wrote "The river is like a green belt, and the mountains are like jade hairpins", and the modern poet He Jingzhi's "The love is as deep as the dream is as beautiful as the love." "Dream of the Li River" and so on, as long as they are carefully planned and operated, tourists will surely come here to be intoxicated and forget to leave. For example,

these poems and songs are carved into monuments using natural stones and placed in the best places for viewing

in scenic spots (spots). The beautiful words and beautiful scenery complement each other, rendering a rich atmosphere. The poetic and poetic meaning of the painting allows people to not only appreciate the beauty of the form and structure of the landscape, but also appreciate

and recite these popular beautiful articles, stimulating their aesthetic thinking and making them happy. Reach

the highest aesthetic realm of scene blending.

4. Excavation of the connotation of religious culture

Religious culture is profound and rich in content. Guilin’s religion and religion

There are ***100 buildings, such as Xishan cliffs Stone carvings, Xiangshan Temple, Wenwu Temple, etc.

Among them, Xiangshan Temple is known as the "First Temple in Southern Chu" and was built in the Tang Dynasty.

Emperors of all dynasties worshiped it five times. There is a cliff carving with the inscription "Longevity and Kindness" written by Emperor Kangxi himself.

Qixia Temple was built in the Tang Dynasty. The temple is deep and large in scale. If they can be carefully

excavated and sorted out, Guilin's religious and cultural resource advantages can be transformed into

tourism market advantages.

5. Excavation and sorting of Fuhui culture

Fuhui culture mainly refers to folklore or folk tales that are artificially endowed with nature.

It makes people have a single shape of the natural landscape. Aesthetics has shifted to a richer

colorful humanistic aesthetic, thereby increasing the cultural connotation of natural aesthetics.

The associated culture of Guilin’s natural scenic spots (spots) is mostly related to mountains, water, rocks, and caves.

The form is mainly pictographic, such as animals or people. These natural landscapes

with the beautiful and moving (or sad and moving) legends attached to them, they have changed from

simple to rich, and from rigid to vivid and energetic. The beauty of the scenery is born from this. Such as the legend of Elephant Trunk Mountain, the legend of Liu Sanjie, etc. Can organize

power to extensively collect the culture associated with Guilin's natural landscapes, based

on the historical background, regional background and national folk culture background of different scenic spots

Processing is carried out to remove the rough and the fine, and at the same time, the necessary cultural atmosphere can be created in the corresponding scenic spots

.

(2) Create a new brand

1. Give full play to the charm of folk culture and launch a folk culture brand

Guilin is a place where many ethnic groups live together, with Zhuang, There are 41 ethnic groups, including Han, Miao, Yao, Dong, Mulao, Hui and Manchu, with rich ethnic customs.

Folk customs are a humanistic phenomenon that is extremely regional, highly permeable, covers

a wide range of content, and is extremely rich in content. It is mainly reflected in the people's

On some culturally distinctive interests in daily life. For a long time, people of all ethnic groups have lived, produced and struggled in the land of Guilin, creating colorful national cultures and forming their own different productive cultures. , art

artistic culture, competitive culture, craft culture, clothing culture, food culture

culture, residential culture, wedding custom culture and festival culture, etc., constitute the "people's culture" of Guilin.

The national customs tourism resource system is “I don’t have anything, but everyone has my own characteristics”. As Liu Yi, the former director of the National Tourism Administration, said, "National culture and folk customs are highly attractive tourism products. We must work hard to develop them, improve them and refine them." To Guangxi

If Lin's folk customs and culture can be carefully planned and expressed in various forms

it will surely form a highly attractive tourism brand.

2. Discover historical and cultural connotations to create a historical and cultural brand

Most cultural landscapes have historical value and are intuitive historical textbooks

and witnesses of history. It is also the carrier of history. The excavation and utilization of these historical knowledge carriers can enable visitors to understand the past of mankind and gain knowledge that cannot be obtained from books. . For example, the Xing'an Ling Canal, together with the Zhengguo Canal in Shaanxi and Dujiangyan in Sichuan, is known as the "three major water conservancy projects of the Qin Dynasty". It is not only China's but also the oldest in the world. One of the artificial canals, its antiquity,

ingenuity and ingenuity astonished Chinese and foreign experts, celebrities and tourists.

Chinese and foreign experts and scholars who participated in the Chinese Water Conservancy History Research Conference held in Lingqu

agreed that:

There was such a great project more than 2,000 years ago and it is still intact today.

It is a miracle, not only in China, but also in the whole world. People comment on the tour of Lingqu Canal as "If you don't reach the shore of Lingqu Canal, you can't know the First Emperor."

The long history has formed Guilin’s splendid history and culture, whether it is ancient human cultural sites

thousands of years ago or the first major battle of the Red Army

——Breaking through the Xiangjiang River, etc., can inspire tourists to have a deep understanding of Guilin and

the desire to travel.

3. Make full use of celebrity cultural resources to bring out the celebrity effect of scenic spots

In line with the principle of respecting history and historical facts, based on the needs of tourists

and creating In order to meet the needs of the brand, we need to discover and sort out the relics and relics of famous people with widespread influence in Guilin in history, and use them in a form that tourists like to see and hear, and carry out appropriate packaging and publicity. Giving full play to the "celebrity effect" is one of the important ways to transform cultural resources into tourism products. Guilin's name

Human culture has the following aspects:

Firstly, it is the famous literati who came to Guangxi to work or travel to Guangxi in ancient times. >Many people left behind many precious literary and artistic relics. The second is the famous foreign figures and national leaders who came to Guilin in modern and contemporary times. Their praise and evaluation of Guilin are the most influential elements in Guilin's celebrity culture. .

The third is the traces left by the modern and contemporary senior leaders of the party and the country and famous figures who visited and inspected Guilin as well as their comments on Guilin

Value etc.

The fourth is the legendary figures and military and political celebrities who emerged from Guilin and are famous in Chinese history.

The exploration and utilization of celebrity culture can take different forms according to the situations of different characters and the cultural needs of

scenic spots (spots). For people who have great influence

, their evaluation or works of Guilin can be displayed in written form

to expand the status and influence of the scenic spot (spot). ; For those who left relics in Guilin, their former residences can be opened to display their relics; and for those who have legendary experiences, their legends can be displayed

Package experiences and legends to enhance the mystery and vividness of the landscape, thus

enhancing its attractiveness. 4. Carry forward the cultural connotation of ancient buildings and reshape the brand of scenic spots

Architects once interpreted architecture this way: "Architecture is the history book of stone",

"It is the condensation of inspiration and the footnote of history. , a silhouette on the cultural horizon." In short, architecture is a combination of material appearance and cultural connotation. It is the social, political, economic, cultural, and A comprehensive portrayal of morality and aesthetics.

Some famous buildings also reflect the ideals of architects and craftsmen to benefit mankind

and people's yearning for a better life. Therefore, the focus of developing architectural cultural resources is not the building itself, but the profound cultural meaning behind its structural appearance. This kind of culture embodied in buildings is where people's aesthetic value lies. Only when it is unearthed and understood and appreciated by tourists can architectural culture become more valuable. Transformed into unique and attractive tourism products.

Guilin’s long history has left us a number of unique architectural heritage

For example, the Xing'an Lingqu, which is comparable to Dujiangyan in Sichuan, and the Confucian Temple and Wu Temple in Gongcheng, etc. In addition, there are many Ming and Qing ancient towns and pavilions, terraces, buildings, pavilions, bridges, etc. in the city that are ingeniously constructed, well-structured, unique in taste

unique, beautiful in shape, and well preserved

, are cultural monuments from various historical eras. For these precious historical and cultural heritages, while taking effective protection measures, we should also excavate and embody the national spirit and historical knowledge they contain, which will be of great benefit to the descendants of China.

The national cohesion and identity are of special significance. < /p>

Tourism art and understanding of the connotation of landscape culture directly affect tourists

Aesthetics and cognition of landscape culture.

A tour guide with rich knowledge, strong aesthetic ability and strong language expression ability can rely on artistic language, story-based explanations, and learn from the aesthetic results of predecessors, Combined with one's own personal experience, according to the aesthetic needs of tourists, we cleverly guide tourists to appreciate and experience beauty, so that tourists can "turn scenery into emotions" and gain aesthetic benefits. Maximum

satisfaction, full emotional edification, and high spiritual sublimation, thereby maximizing the cultural value of the landscape

and tourists also getting value-for-money essence.

God enjoys and identifies with and praises the landscape. On the contrary, if the tour guide

is not of high quality and has little or no understanding of the cultural connotations contained in the scenic spots (spots), it will result in the high quality of the beautiful scenery and high quality. The high-grade landscape

was eclipsed by their tour guides. Therefore, it is important for Guilin Tourism to cultivate a team of tour guides with high cultural literacy, good inner temperament, strong language skills, love for tour guide work and possess

better tour guide skills. Cultural construction

is an important and urgent task.

In short, if Guilin tourism wants to reach a new level, it must pay attention to cultural orientation, explore

the cultural connotation of scenic spots (spots), and create a tourist attraction with Guilin characteristics

Click for a new brand. Improve the new image of an international tourist city.