Excavation and development of tourism culture

The excavation and development of tourism culture, researched by Shanhe Shuiyi Planning and Design Institute:

1. The relationship between tourism culture and tourism planning

Tourism culture and tourism Planning is inseparable. Tourism culture is the premise and foundation for tourism planning. Tourism planning is the summary, improvement and expression of tourism culture.

First, tourism culture is the premise and foundation for tourism planning. Culture is the source of the attraction of tourist landscapes, and tourism culture is the unique cultural achievement of mankind and the soul of developing tourism. Grasping the connotation of landscape culture is an important principle in tourism planning and development. Tourism culture also provides a practical reference for the design of tourist routes.

Second, tourism planning is the summary, refinement and embodiment of tourism culture. Tourism planning is to grasp the tourism culture of the planned area, interpret and refine the local history and tourism culture, and concisely summarize the basic local style and type, that is, the refinement of tourism culture, including the refinement of characteristic culture, for Provides a basis for local identity for future tourism development and planning. One of the purposes of tourism planning is to not only provide tourism products with local tourism cultural characteristics, but also provide tourism products that meet the needs of tourists. By providing tourism products that reflect the characteristics of local tourism culture, it can not only greatly enhance the popularity, reputation and recognition of tourists of tourist destinations, but also create good economic and social benefits. Successful tourism planning is also the rational use and embodiment of tourism culture.

2. Tourism cultural resources and development

First, a correct understanding of tourism cultural resources. According to the definition of tourism resources in the "China Tourism Resources Census Standards (Trial Draft)" formulated by the National Tourism Administration and the Institute of Geography, Chinese Academy of Sciences, the more accurate and standardized definition is: "The so-called tourism resources refer to: nature and human society, everything that can Things and factors that are attractive to tourists, can stimulate tourists' travel motivation, have certain tourism functions and values, can be developed and utilized by the tourism industry, and can produce economic, social and environmental benefits." According to the characteristics of tourism resources. According to the classification of causes or their attributes, tourism resources are divided into two types: natural tourism resources and humanistic tourism resources. Tourism cultural resources are the carrier of tourism culture. They not only have the basic conditions of tourism resources, but more importantly, they have cultural connotations, which means they have lasting appeal and vitality.

Second, the planning activities of tourism developers. The design subject (tourism planner) uses human design skills on the design object, that is, tourism cultural resources (to be precise, the symbolic information representing tourism cultural resources) to design a final text plan that can achieve and meet certain goals and needs - tourism Cultural Resource Development Plan. From the perspective of the design subject, the development process of tourism cultural resources can be roughly divided into three stages: first, analyzing what cultural materials can participate in the tourism development process, that is, analyzing and grasping the cultural connotation of tourism resources; second, Determine the overall goals and needs for the development of tourism cultural resources, that is, the establishment of the value premise of the design subject; finally, use appropriate methods to realize the transformation of the cultural connotation of the resource into the external expression of the product culture.

Third, the issue of selection of cultural subjects. Should local residents be the main cultural subjects to make cultural choices in planning? Or should tourists be the main subjects to make cultural choices in planning? Tourist areas first exist as the homes of local residents, and the environmental culture accumulated by local residents from generation to generation in the historical process Characteristic, with unique form and content, it is not only the home of their material life, but also the home of thoughts and emotions that can be rooted in people's memories. As the most long-term residents, local residents are stable practice subjects in the social environment and culture of tourist areas; while tourists are passers-by who often change and leave in a hurry in tourist areas. The residents who have lived here for generations should always be in a dominant position in the development of social environment and culture. When formulating tourism plans, we must adhere to the principle of putting residents first and tourists second.

Fourth, explore cultural or cultural innovation strategies to highlight the characteristics of tourist attractions and make them more attractive. First, pay attention to cultural connotation. In practice, whether it is a cultural tourism project, an ecological tourism project, an adventure tourism project, a vacation tourism project, etc., there is an issue of cultural connotation. Secondly, pay attention to cultural forms. Rich cultural connotations require appropriate cultural forms. Cultural forms must be well integrated with cultural connotations. The development of scenic spots requires the use of good cultural forms of expression and rich expressions on the basis of fully grasping cultural connotations. Thirdly, the management of cultural tourism that pays attention to the process is the management of living culture. The main thing is to combine static culture and dynamic culture to make each scenic spot a "highlight" of the tourist attraction. These "highlights" are the attractive places of the tourist attraction and the living soul of the tourist attraction. therefore. When shaping and strengthening the attractiveness of tourist attractions, the key is to combine static culture with dynamic culture, dead culture with living culture, and elegant culture with national culture. Finally, the culture of paying attention to details. In the development of tourist attractions, there are often some details that make people feel that the land is of high quality, culture and quality. One of the important strategies is to pay attention to details in tourism development and planning from the perspective of tourists.

Fifth, the externalization of tourism culture means converting tourism culture into tourism products to attract more tourists. First, based on a comprehensive analysis of tourism resources, the core cultural connotation and radiating cultural connotation of tourism resources are established. The cultural connotation of tourism resources is often complex and diverse. To accurately grasp the core cultural connotation and radiating cultural connotation of tourism resources, relevant experts should be hired to accurately locate the source market based on questionnaire surveys of tourists. Through horizontal and vertical comparisons of similar tourism resources, and combined with various location conditions, the core cultural connotation and radiating cultural connotation of tourism resources and the tourism resources are established. Secondly, establish the characteristics of the tourism product's explicit system based on the core cultural connotation and radiating cultural connotation of tourism resources. Perceiving and grasping the explicit system characteristics of tourism products on the basis of correctly understanding and selecting the cultural connotation of resources has become a crucial issue in the externalization process. The external display system of tourism products can be mainly summarized into the following three aspects:

(1) The artistic atmosphere and artistic conception displayed by the tourism product itself and the environment are a foil and rendering of the cultural connotation of tourism resources. , is the first step for tourists to perceive tourism products psychologically and sensoryly, so this artistic atmosphere and artistic conception should closely focus on the core cultural connotation of tourism resources.

(2) The cultural temperament and cultural atmosphere of tourism products are the "essence" of the external system of tourism products, and the cultural temperament of tourism products is equivalent to human quality and demeanor. The more important factor that attracts tourists depends on the cultural temperament of tourism products. For example, the Forbidden City gives people a noble royal cultural temperament.

(3) The new and old nature of the aesthetic information conveyed by tourism products, that is, the flavor of the times. The flavor of the times of tourism products is the external expression of the cultural temperament of tourism products, so the flavor of the times of tourism products should conform to its cultural temperament. Finally, the improvement and improvement of tourism products. After the cultural connotation of tourism resources is externalized into actual tourism products, tourism products must be continuously improved and improved as the external environment and internal environment change. It may also be possible to re-establish its tourism resources as the source market changes. Characteristics of core cultural connotation and explicit system.