The Pearl of Border Town —— The Dilemma of Fenghuang Ancient City

Shen Congwen, a great writer, wrote such a beautiful and quiet border town with gentle rivers, cool mountain breeze, green bamboo forests and simple folk customs. This quiet and quaint town scenery is set in the tea cave. However, as the hometown of Shen Congwen, Phoenix has become the pearl of the border town in people's eyes with its quiet scenery and rich inside information.

For a long time, Phoenix has maintained its original ecological scene, and local people work and live here. Now it seems that the unique architectural scenery is just ordinary daily life.

At the beginning of the Millennium, Fenghuang Ancient City was approved as a national historical and cultural city. Since then, Phoenix has entered a high-speed development channel and quickly became a popular scenic spot in China, and it is one of the first "network celebrities" scenic spots in China. After years of development, Phoenix's position as an "ancient city with a head" has become more and more stable, and it was also selected in the first list of "small town aesthetic models" on 20 19.

Is the ancient city of Fenghuang beautiful? The beauty of the phoenix is beyond doubt. However, the author's recent trip to the ancient city of Fenghuang is not as good as I thought. Therefore, behind the "beauty" of Phoenix, the deep-seated problems can not be ignored, and the development of Phoenix has fallen into a contradictory dilemma.

First of all, the experience is not in line with expectations.

0 1 Walking on the streets of Fenghuang Ancient City, tourists are enjoying the beautiful scenery and taking beautiful photos. Suddenly, a middle-aged woman came up to the tourists and shouted, "Beauty, are you braiding?" Tourists think that this is the unique ethnic customs of Phoenix and the mentality of identifying with the experience. They spent 10-20 yuan in exchange for a colorful hairstyle similar to a simple dirty braid, which has nothing to do with national customs.

Keep walking, and soon a middle-aged woman came over and asked the same question. After being rejected, the middle-aged woman changed another question, "Are you going by boat?" After being rejected again, she continued to ask, "Are you staying? There is a room by the river, which is quite stubborn.

In this way, on the way to the ancient city, people kept coming to ask if they wanted to braid their hair, take a boat, stay and so on.

I can understand that the local tourism industry is the mainstay of the economy, but it is constantly disturbed in the process of tourism, and it attracts customers at will without any rules, which greatly affects the tourist experience, and therefore adds a little trouble to the expectation of a beautiful trip.

At dinner time, in order to enjoy the river view, we found a restaurant by the river. Look at the menu when you sit down to order. Boy, the consumption level is not low. The boss strongly recommends the signature stewed fish, 100 yuan a catty, all of which are about 3 jins. After we refused on the grounds that there were too few people to eat, we had to order a whole one. The boss immediately changed his mind and agreed to order only 2 kg. It is said that the cooked fish will be served in less than 20 minutes. It tastes smelly and fishy. Is it really ripe now? Known as Wujiang fish, but Wujiang fish is not a feature of Zunyi wujiang town? Is the local sour soup fish in Xiangxi not delicious?

Other dishes are not much better. Chili fried meat is hard, dry pot potatoes is salty, and tofu vegetable soup is so light that there are no two chopped green onions. The average per capita is nearly1000, and even the elders who never pick them say that they are not delicious and uneconomical.

Tourism has developed for more than 20 years. Compared with the catering industry in Changsha, it has reached the point where it is necessary to combine tastes, styles and stories in order to gain a foothold in the rivers and lakes. The core scenic spot of Fenghuang ancient city actually has the taste of "meals at tourist attractions, just eat enough", which is really surprising; Dishes suspected of shoddy will also hurt the trust of tourists. The only thing worthy of recognition is that this restaurant is clearly marked and there is no compulsory consumption; Thanks to the location advantage, the dining scenery is absolutely beautiful.

Last year 1 1 month, tourists were charged a parking fee of 100 yuan for driving in Phoenix for one night and rushed to the hot search. The parking problem in Phoenix has always been a long-standing problem. Every holiday, the "sky-high parking fee" always embarrassed Phoenix. Originally, the parking lot in a small county was limited, and a large number of self-driving vehicles poured in on holidays, which made the locals complain and made tourists have a headache.

The problems exposed in the tourism products and services of Fenghuang Ancient City are mainly the problems of "people". It is wrong for tourism service providers to blindly pursue profits, but the underlying reason is the lack of responsibility of tourism service managers.

Human nature is profit-seeking, and it is obviously not enough to build the tourism market only by relying on the conscious moral standards of commodity service providers. Only by relying on strong management and supervision and forming constraints with rules and regulations can a healthy tourism market be established.

However, due to historical reasons, the ancient city of Fenghuang is not closed and unified, but open. The core scenic spots include not only tourism industry, but also self-occupied houses. This makes it almost impossible for the ancient city of Fenghuang to manage the operators in a unified way, and it is also impossible to put an end to the small vendors who invite guests at will.

At the same time, it is understood that most of the storefronts in the core scenic spots in the ancient city are rented to operators by packaging, and the annual rent of a building in the core area reaches several hundred thousand. Faced with such a high rental cost, operators must have higher income to make a profit. Affected by the epidemic situation of Nanjing Airport in August this year, the tourism market of Phoenix stopped for more than a month during the golden summer vacation. In order to increase their income, self-employed people have discounted their goods and services.

The healthy development of tourism market is inseparable from unified and standardized management. The tourism market has no ability to resist risks in the face of epidemic situation. How to solve the contradiction of Fenghuang ancient city?

The second is the superficiality of national characteristics and the homogenization of commodities.

Tourists come to Phoenix mainly for national characteristics and customs. However, when visiting the ancient city, there is only one national costume photo studio with similar style except the riverside scenery of the diaojiao building. When tourists come to Phoenix, in addition to taking a few photos dressed in national costumes, most of the handwritten books are old-fashioned bacon, ginger candy and dried fruits. Traditional handicraft batik shops are gradually disappearing in the "antique" clothing that can be seen everywhere. Walking into a specialty snack bar, the owner spoke with a foreign accent. Can a bowl of clear soup with a little water and stale rice tofu make people doubt the taste of Phoenix snacks? Hot and sour and delicious, where are the Xiangxi snacks that local people who work outside the home have to take by high-speed rail and online mail order? Yiwu small commodity grocery store, horn comb products, stinky tofu, children's toys, surname cards, etc. Almost all ancient cities in China have it, and the homogenization is serious.

After a tour, if you take away the scenery of the diaojiao building and just look at the shops in the ancient city, people don't know where it is, and it's not against their will to move anywhere. The pursuit of interests and rapid development are naturally contradictory to the accumulation of national characteristics.

As a minority autonomous prefecture, Xiangxi is a place with extremely rich national culture and resources. Phoenix, as the hometown of Shen Congwen, Xiong Xiling, Huang Yongyu and other celebrities, has a profound cultural background. Jishou, the capital of western Hunan, has such institutions of higher learning as Jishou University, and there are many scholars engaged in ethnology and cultural industry research.

Therefore, the ancient city of Fenghuang should be able to dig deep into the national characteristics and customs, combine the unique elements of the nation with the current fashion trends, and innovate more distinctive, personalized and distinctive cultural and creative products. At the same time, seek inspiration from the works of celebrities, enrich the tourism format of Phoenix, and show the characteristics of Phoenix more prominently and significantly, so as to make it a real national Phoenix.

In the central square of Fenghuang Ancient City, the "Phoenix City" inscribed by Premier Zhu Rongji stands in the center of the square, which is one of the places that tourists must visit when they come to Phoenix. Premier Zhu, who cherishes ink like gold, wrote an inscription for Phoenix, placing his trust and expectation on the development of ethnic minority areas.

Jill Zhang-Huaihe high-speed railway has been opened, maglev light rail is in full swing, and the traffic facilities in Fenghuang Ancient City are developing rapidly. As the banner of Xiangxi tourism, riding the east wind of the high-speed rail bonus, I hope Phoenix can truly embark on a unique road of sustainable development and embrace a broader tomorrow at the border of Xiangxi.