How to Develop Kaifeng's Cultural Resources

Zhang Yong, member of the Standing Committee of the Municipal Party Committee and Minister of Propaganda Department of the Municipal Party Committee, as well as experts, scholars and guests specializing in urban and regional tourism planning, destination management and marketing, and cultural industry development at home and abroad, gave wonderful speeches on how to base on the advantages of cultural tourism resources in Kaifeng around topics such as cultural tourism relying on culture, high-end planning of cultural tourism projects, and deep excavation of cultural tourism resources. In this edition, the opinions of experts are summarized for readers' reference.

Zhang Yong: Build an industrial platform and invite Chinese and foreign businessmen.

Zhang Yong, member of the Standing Committee of the Municipal Party Committee and Minister of Propaganda Department, pointed out at the high-level forum on the development of cultural tourism industry that our city is rich in tourism resources, unique in Song Wenhua style and has a large number of intangible cultural heritage projects. Guided by the strategic goal of "striding from a big city of cultural tourism resources to a strong city of cultural tourism" formulated by Kaifeng Municipal Party Committee and Municipal Government, the cultural tourism industry in our city has developed rapidly and achieved certain results. In order to seize the opportunity and realize the leap-forward development of cultural tourism industry in our city, we look forward to creating a win-win situation with more merchants and making Kaifeng's cultural tourism industry stronger and bigger.

Zhang Yong said that Kaifeng has a long history of more than 2,700 years and is known as the Seven Dynasties. Kaifeng is one of the first 24 historical and cultural cities in the State Council. It is an excellent cultural tourism city in China, a famous calligraphy city in China, a pilot city for cultural system reform in Henan Province and an experimental zone for cultural reform and development in Henan Province. Kaifeng is also a northern water city with rich cultural relics and historical sites, long urban pattern, rich ancient capital style and unique features, and enjoys the reputation of "one city is full of songs, and half of the city is full of water".

The long history and splendid culture provide Kaifeng with unique resource advantages and development space for developing cultural tourism industry. There are many historical and cultural sites in Kaifeng, including 13 national cultural relics protection units and 38 provincial cultural relics protection units. The famous ones are the ruins of Tokyo City in the Northern Song Dynasty, Kaifeng City Wall, Long Ting, Iron Tower, Fanta, Yanqing Temple, Shanshan-Gansu Guild Hall, Dasuoguo Temple, Baogong Temple and Kaifeng House. Kaifeng has many folk arts that have been circulating for thousands of years. It is a famous hometown of calligraphy and painting, drama, woodblock New Year pictures, drum art and chrysanthemum. There are 8 national intangible cultural heritages and 23 provincial intangible cultural heritages in the city. The famous ones are Zhuxian Town Woodblock New Year Pictures, Northern Song Dynasty official porcelain, Kaifeng Border Embroidery, Border Beam Lantern, Shadow Play, Cuju, Women's Polo, Water Swing, Paper-cutting, Kite, etc.

The most important thing is Song Wenhua in Kaifeng. Kaifeng in the Northern Song Dynasty, with a population of 6.5438+0.5 million, is a grand, large-scale and magnificent capital, the political, economic and cultural center of China, and a prosperous world metropolis. Zhang Zeduan, a painter in the Northern Song Dynasty, vividly described the bustling scene of Kaifeng in Tokyo. The Song Dynasty was economically developed, technologically advanced, politically clear and militarily powerful. Song Wenhua is the representative of the splendid culture in the most prosperous period in the history of China, and occupies an important position in the history and culture of China. Among the eight masters in Tang and Song Dynasties, the Song Dynasty accounted for six. Calligraphy in Song Dynasty created another peak in the history of cultural development, forming four famous artists, Su, Huang, Mi and Cai, which had a far-reaching influence on later generations. Song Ci pushed the development of China culture to a new peak, and it is still widely praised by later generations. In addition, the stories of historical celebrities, such as Bao Gong, Yang Jiajiang, Lian Jie and Yue Fei, who are loyal to his country, also show Song Wenhua's unique style.

Relying on the profound historical and cultural heritage, the Kaifeng Municipal Party Committee and Municipal Government has formulated the strategic goal of "striding from a big city with cultural tourism resources to a strong city with cultural tourism", actively implemented the tourism-driven strategy and vigorously developed the cultural tourism industry, which has developed rapidly in Kaifeng. In recent years, Kaifeng has planned and constructed water system engineering and wall restoration engineering, and reconstructed and expanded Baogong Temple, Kaifeng House, Qingming Shangheyuan, Chinese Hanyuan, Tian Bo yangfu and other scenic spots, forming Longting Lake Scenic Area, Baogong Lake Scenic Area, Yuwangtai-Fanda Scenic Area and Zhuxian Town Scenic Area 17 scenic spots, including 7 national 4A scenic spots. The court culture, official culture, folk culture and religious culture of Song and Jin Dynasties, represented by Longting and Qingyuan, respectively, make Kaifeng a unique cultural tourist attraction in Song Wenhua. On the basis of improving the construction of scenic spots, Kaifeng held a series of large-scale activities, which enriched the content of cultural tourism industry. For example, China Kaifeng Chrysanthemum Festival, as one of the three major provincial festivals in Henan Province, has been held for 27 times; China Collection Culture (Kaifeng) Forum is a major exhibition jointly organized by Kaifeng Municipal People's Government and China Collectors Association, aiming at building a national first-class collection culture brand. Last year, the second summit forum was held. China Woodblock New Year Pictures Art Festival was established in Kaifeng last year. In addition, there are large-scale folk cultural tourism activities such as Yu Wang Temple Fair, Hanyuan Ancestor Temple Fair and Long Live Mountain Spring Festival Temple Fair, which are very prosperous every year. In addition, the large-scale live performance "Dream of Tokyo in the Great Song Dynasty" and the original song and dance drama "The Riverside Scene at Qingming Festival" were grandly staged, and Zhuxian Town's woodcut New Year pictures, border embroidery (Song embroidery), official porcelain of the Northern Song Dynasty, lanterns, kites, pyrography, carved flowers and other works were produced on a large scale, which filled Kaifeng with the attractive charm of Song Wenhua and showed the great prospects for the development of Kaifeng's cultural tourism industry.

In order to further accelerate the development of cultural tourism industry, Kaifeng, as the experimental zone of cultural reform and development in Henan Province, has formulated a new plan: with the overall orientation of "the capital of cultural experience in the Great Song Dynasty and the leisure capital in the North", with the goal of building a "national well-known experimental zone of leisure cultural tourism industry", with the path of excavation, integration and innovation, with institutional innovation as the driving force, industrial parks as the support and key projects as the starting point. Kaifeng will be built into a famous modern cultural tourism city with "the ancient and modern civilizations complement each other, and the old and new cities show their elegant demeanor", and the Dasong culture in Kaifeng will be built into a cultural brand with the same reputation as Anhantang culture and Jinghua Ming and Qing culture. Kaifeng's cultural tourism industry is in the ascendant, which is a great historical development opportunity.

Zhang Yong pointed out that to seize this great historical opportunity and realize the leap-forward development of Kaifeng's cultural tourism industry requires a higher level of strategy and planning, a larger scale of investment and more talents. Kaifeng's cultural tourism industry is a good development platform, which can provide opportunities and space for businesses to develop. It is worthy of everyone's active participation and investment, joint efforts to create a win-win situation and make Kaifeng's cultural tourism industry stronger and bigger.

Wu Bihu: Culture+Tourism+Commerce is the development model of Henan cultural tourism.

Wu Bihu, professor Peking University, doctoral supervisor and director of Peking University Tourism Research and Planning Center, started with China's tourism market and combined with the historical and cultural characteristics of our province, analyzed the development of tourism in our province. At the forum, he pointed out that Henan cultural tourism is rich in resources, complete in types, with a long history and high cultural taste, and has great potential for in-depth development.

Wu Bihu divides the cultural tourism resources in our province into three parts: cultural landscape resources, cultural customs resources and cultural and artistic resources. The tourism value of each resource has a national or even world level, so it should be well utilized. Wu Bihu pointed out that at present, the number of national key cultural relics protection units and historical and cultural cities in Henan ranks second in the country, the number of world cultural heritage ranks third in the country, and the number of museums ranks fourth in the country. All these data show that our province is rich in cultural tourism resources. At present, the development of historical and cultural resources in Henan province is more prominent in the cultural tourism of Zhengzhou-Bianzhi metropolitan area, and the development of Yellow River culture, ancestral culture, ancient capital culture and Buddhist culture has also achieved good results. The development of ancient ruins such as Juniper Ancient City in Kaifeng, Yinxu in Anyang and Huangdi's hometown in Zhengzhou, ancient culture, red tourism, mountain cultural tourism such as Funiu Mountain, South Taihang Mountain, Tongbai Mountain and Dabie Mountain are all representatives of the development of historical and cultural resources in Henan Province. However, at present, the historical and cultural tourism resources in Henan Province are "talked more than seen", development projects are everywhere, and the "eyeball" project lacks key breakthroughs. Moreover, there are many redundant constructions, low investment and lack of international tourism destination construction. The overall tourism brand and comprehensive development influence have not yet formed a national influence, and the combination of culture, tourism and land development has not yet formed a comprehensive competitiveness.

Wu Bihu said that unlike foreign markets, China's tourism market has just started, and everyone's demand for tourism is a mixed demand integrating meetings, sightseeing and shopping, which leads to the coexistence of various formats and combinations in the development of scenic spots. In foreign countries, sightseeing is sightseeing, and vacation is vacation. Nowadays, the leisure time in the world is coming, and the tourism market will change from sightseeing to holiday. We must fully understand the basic characteristics of the leisure and holiday market in order to do a good job in China's tourism industry. In the future leisure and holiday market, tourism is no longer a single tourism industry, everyone is a tourist, and exhibitions, sports, leisure and entertainment will overlap with the tourism industry to form a compound tourism industry chain.

When studying the strategic choice of market positioning, Professor Wu listed four cases of Beijing, Hangzhou, An and Cheng for analysis. Beijing, the ancient capital of the East, the hometown of the Great Wall, China's first domestic tourist center city with capital style, and a first-class international tourist city with oriental characteristics. An, which prospers the Qin Dynasty and the Tang Dynasty, is the world's ancient capital tourist destination city with the most oriental charm. Hangzhou, the leisure capital of the East, a paradise on earth, an international scenic tourist city with the most happiness and Jiangnan personality, and the leisure capital of the East. Chengdu, the leisure capital of China people, is an international rural holiday destination dominated by world heritage tourism and rural holiday in China. Wu Bihu proposed that the development of tourism in China should be combined with the two-way opening of real estate. The era of pure tourist attractions development: from The Journey to the West to splendid china. The era of pure residential product development: from Hong Kong model to American model. Real estate+tourism: the era of gardening and selling houses. Tourism+real estate: live in tourism and enjoy the times. Tell: Tourism-oriented land development. The comprehensive development of tourist land is the product of "three combinations" in the era of transformation from sightseeing to leisure and holiday tourism. Its characteristics include providing a variety of products around a specific theme; Facing multiple markets, allowing extraabdominal replication; Entertainment function is dominant, and real estate income is supported; Strong dependence on funds, the first to enter wins. The development types of Theil Complex include low-level development mode with ecological orientation, theme development mode with cultural orientation and diversified development mode with entertainment orientation. Professor Wu pointed out that the culture-oriented theme development model is most suitable for Henan, so we should hold high the cultural banner, do more leisure articles, highlight the comprehensive product destination model, have certain compatibility with the original products, and combine tourism real estate's local characteristics with international characteristics.

On how to develop Henan cultural tourism, Wu Bihu said that culture+tourism+commerce is the development model of Henan cultural tourism. The success of Luanchuan phenomenon and Jiaozuo model lies in its ability to break through under the cultural burden and win by means of natural landscape. Kaifeng Qingming Shanghe Garden is a typical example of cultural activation, which makes more people fall in love with the ancient capital Kaifeng City. Wu Bihu said that we should combine culture, tourism, urban renewal, community development and land development on the basis of embodying cultural heritage, expanding tourism brands and supporting land benefits.

Huajian: Creativity as the guide, culture as the soul, and maximizing the investment benefit of cultural tourism.

Hua Jian, director of Cultural Industry Research Center of Shanghai Academy of Social Sciences, researcher of Peking University Cultural Industry Research Institute and special researcher of International Cooperation Center of National Development and Reform Commission, pointed out the development direction of cultural tourism in our province and our city through professional research, authoritative statistics and vivid examples.

How to invest in the development of cultural tourism in order to obtain greater economic and social benefits? Hua Jian believes that in the post-crisis era, we should seize strategic opportunities and develop new strategic industries. Now we are in the post-crisis era, post-industrialization era and post-Expo era, and all localities have chosen strategic emerging industries suitable for their own characteristics. At present, Kaifeng should focus on the long-term, seize the opportunity and do a good job in the cultural tourism industry according to its own characteristics. At present, cultural entertainment service and tourism service have become two major service categories recognized by the world, which is undoubtedly an excellent driving force for Kaifeng to develop cultural tourism industry.

How does Kaifeng seize the opportunity and open up new market space? Hua Jian said that the development of Kaifeng should form an industrial chain led by creative research and development, and lead and promote the development of cultural tourism in Kaifeng through scientific and technological development and market operation. Nowadays, the "culture" of cultural creativity is not the culture in the previous sense. It is diffusive and leading, and can be combined with other industries to become a new cultural form such as cultural real estate, cultural real estate, creative manufacturing and creative tourism. For example, an ordinary breakfast plate can only sell for 20 yuan at the market price, but a company can print Mr. Qi Baishi's paintings on it through creative design, and as a result, a plate can sell for 200 yuan. In fact, many cultural treasures have not been developed in tourism technology. We should analyze the market and improve the competitiveness of China's cultural tourism industry under the existing conditions.

The competition in the market is actually the competition of resources. Historical and cultural resources like Kaifeng have a history of thousands of years, which is incomparable in other places. However, resources alone are not enough. We should put these resources into practice, convert the stock of resources into market flow, and convert market flow into sales volume, which requires combined resources. Hua Jian believes that the combination of resources needs five steps: 1. Grasp resources, including material resources and intangible cultural heritage. 2. Extract the core part of the resource containing the password of human wisdom. 3. The creative design of these essences. 4. Integrate resources. 5. Put into the market, maximize sales and maximize benefits.

Because there are many cultural resources in Kaifeng, any one is almost a national treasure, so we must choose the right resources. In other areas, such as the Yangtze River Delta, they don't have such precious resources, so they can only do technology, develop industrial tourism, training tourism and food tourism. Kaifeng should innovate superior resources and make tourism a cultural tourism that is both business and culture, a humanistic ideal and an industrial resource.

Hua Jian concluded that Kaifeng should seize the opportunity, strive to form an industrial chain with creativity as the leading factor, comprehensively develop the cultural heritage with the characteristics of Song capital, give play to the pulling role of culture as the soul, and maximize the investment benefit of cultural tourism. According to this direction, I believe that Kaifeng, a beautiful and rich land, will surely blossom a more splendid flower of cultural tourism.