It's hard for cars to stop and people to enter the domestic flower viewing economy. How can it last forever?

It's March and April, and it's spring in bloom. It's time to enjoy the flowers. From home to abroad, there are more and more flower viewing destinations and products, and the demand for in-depth experience of flower viewing tour is also rising. However, compared with internationally renowned flower viewing tourism brands, domestic flower viewing tourism has played a significant role in promoting local economic development, but it has not yet formed a multi-level flower viewing experience and refined management, and the flower viewing culture is still in its infancy, with a low degree of development, which cannot effectively meet the needs of tourists to experience flowers in depth in rural areas.

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Five million people will go to Wuyuan to see rape flowers this year.

From March to late April, online travel platforms and travel agencies launched a number of domestic and international flower viewing routes, and the bookings of related products all increased. According to the "20 18 Global Flower Watching Tourism Trend Report" released by Ctrip, the search volume with rape, peach blossom and cherry blossom as key words increased by more than 500% month-on-month. At present, China Youth Travel Service, Zhongxin Travel Service and Caesars Travel Service have all launched spring flower viewing products in official website, and there are thousands of products for group tours and self-help tours.

Wuyuan huahai

In China, the area south of the Yangtze River has also entered the flowering period. According to the online search and booking data of flower viewing products, rape blossoms in Wuyuan, Jiangxi, cherry blossoms in Yuantouzhu, Wuxi, peach blossoms in West Lake, Linzhi, Tibet, and rape blossoms in Luoping County, Yunnan are the favorite destinations for tourists. In recent years, peony viewing in Luoyang, Henan Province and rhododendron viewing in Jinggangshan are also popular routes. According to the relevant person in charge of the Tourism Development Committee of Wuyuan County, Jiangxi Province, Wuyuan is expected to receive more than 5 million tourists in 20 18, indirectly driving the comprehensive tourism income to exceed 3 billion.

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The order volume of flower viewing B&B has increased significantly, which has become a new hot spot for experience.

With the development of flower viewing tour, "flower viewing economy" has spawned the rise and development of local accommodation, catering, shopping and other industries, and flower viewing homestays have also developed rapidly. Experts pointed out that B&B is not only a rich flower viewing infrastructure, but also a good B&B product can enhance the internal experience of flower viewing.

For the development of flower-viewing homestays, government departments also hold an attitude of encouragement and management. According to the relevant person in charge of Wuyuan County Tourism Commission, Wuyuan vigorously developed the rural homestay industry, formulated homestay standards and introduced support policies. The county finance set up a special fund of 20 million yuan to support and encourage the development of homestay industry and launch the brand of "Wuyuan Homestay".

In the view of Ms. Wang, a tourist, if there are ancient buildings and villages around the flower viewing scenic spot, many tourists will choose to live in a homestay and experience a slow life; However, if there are only flower fields to see in the scenic spot, the styles of homestays are mostly similar, and it is not meaningful to stay, and it is not necessarily fun. It's normal to have a meal, take a picture and leave. The homestay, which is still in the development stage, is not perfect, and can only be used as one of the auxiliary means to develop the flower viewing economy, not the key.

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Extensive flower viewing is still in the primary stage of industry.

From accommodation to catering, local governments have seen the role of flower viewing tour in local economic development, expanding popularity and revitalizing rural economy, and also want to develop flower viewing economy in combination with local flower resources. According to Wuyuan County Tourism Commission, during the peak flowering period of rape in spring, the indirect income of farmers in tourism is far greater than the direct income of rape itself. The per capita income of farmers in the county has increased by more than 2,000 yuan due to tourism development, and the average annual operating net income of more than 3,300 farmhouses has exceeded 654.38+10,000 yuan.

Linzhi Peach Blossom Festival

According to the variety and scale of local flowers, various flower viewing festivals have been launched in various places, such as Linzhi Peach Blossom Festival and Rape Blossom Festival, but there are also many shortcomings behind them. Take festivals as an example, "every year is a similar program performance and process". Two or more places are not far apart, competing to hold festivals, but the content is the same, lacking features and highlights.

Generally speaking, the theme tour of flower viewing is different from other conventional routes and is greatly influenced by weather factors. Information such as "when to open, how long to open, when to open the most prosperous" is difficult to obtain accurately and completely in advance in domestic scenic spots. In recent years, although Beijing, Hubei, Anhui, Jiangxi and other places have begun to forecast local characteristic flowers, according to the professionals of the Meteorological Bureau, there is still a gap between the current meteorological service capacity and the public's demand for florescence forecast, and the forecast from "thick line" to "fine fixed point positioning" is a gradual process.

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From "short-term economy" to "perennial economy"

Due to the limitation of flowering period, "flower viewing tour" is generally unsustainable. Once the flowering period has passed, the flower viewing economy will be unsustainable. Wang Xingbin, a professor at beijing international studies university, said that the key to the long-term development of flower tourism lies in how to make "flower viewing tour" an introduction, extend the stay time of tourists through more level tourism projects, connect different scenic spots in the scenic spot according to the resources and conditions of the scenic spot, and use diversified activities and products to turn the "short-term economy" into a "perennial economy" and make a big cake of flower viewing economy.

Dutch tulip

At the same time, compared with the mature flower industry abroad, flower tourism is only one of the values of flower industry. Based on the developed flower industry, flower tourism can get rid of short-term and seasonal restrictions. For example, tulips in the Netherlands have formed a flower industry chain with high technology in flower production and planting and specialized division of labor in industrial organization. Today, the Dutch flower industry accounts for more than half of the global market share, and has also accumulated rich flower culture, attracting tourists to visit and study in flower viewing, flower trading and flower industry. English gardens full of seasonal flowers can be seen everywhere in Britain, which loves gardening. Chelsea Flower Show, a world-famous gardening activity, is held as scheduled every year, attracting more than150,000 gardening lovers every year.

It is worth noting that all areas with developed flower tourism have a strong cultural atmosphere of flower viewing. Whether it is cherry blossom viewing in Japan or lavender flower fields in Provence, France, there are rich cultural story bases. Experts pointed out that flowers and their related facilities constitute the official products of flower viewing tour. Only by deeply excavating and protecting flower viewing culture and realizing the combination of flower viewing and culture can we give the core connotation to flower viewing tour products and make flower viewing tour rise from the initial level to a cognitive activity of leisure and experience.

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Short board: "The car is not easy to stop and people are not easy to enter."

From tourists' spontaneous flower viewing behavior to consciously guiding planning through local governments and markets, and ultimately promoting local tourism development and economic transformation, this is the basic model of "flower viewing economy" in many areas.

However, in the process of establishing flower viewing scenic spots, the connotation of injecting culture is missing. Wang Xingbin pointed out that the lack of activities related to flower viewing is largely due to the fact that China has not inherited the cultural customs of flower viewing, the content of flower viewing culture is not enough, the tourists' awareness is not strong, and the scenic spots have not integrated cultural themes and cultural creative products into a three-dimensional product. Compared with more mature flower viewing tours abroad, this shortcoming is also obvious. Secondly, under the premise of lacking cultural foundation, the product design is too simple, and the entertainment and participation are insufficient, which also leads to the very single income of scenic spots, only ticket income, and even the economic benefits of tickets are difficult to achieve.

Secondly, unlike foreign countries, domestic flower viewing areas are often built in rural areas, and flower viewing economy has also become an important driving force for rural revitalization. However, the basic transportation, catering and other supporting facilities in rural areas are relatively backward. Although the surrounding natural environment is excellent, many village houses lack necessary infrastructure such as road traffic, communication, network and fire fighting, and even more lack tourist facilities such as parking lots, public toilets and signs.

In addition, refined management needs to be gradual, and over-reception may even cause harm to the ecology of scenic spots due to over-saturation. Some travel agency staff said that every peak season, the number of tourists in major parks is close to saturation. "The car is not easy to stop, people are not easy to enter, what should I do if something goes wrong?" For security reasons, some trips are difficult to achieve.

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Suggestion: Let the guests stay.

To build an influential brand of flower viewing tour, first of all, all departments need to work together to intensively cultivate. The first is the strengthening of infrastructure construction, and "letting tourists in" is the primary condition for the next step of development. At the same time, meteorological departments and relevant government departments should consciously collect, count and publish more accurate flowering data, guide tourists to visit, formulate different tourism policies, do a good job in diverting and guiding infrastructure construction, reduce potential safety hazards, and do a good job in service system.

Wang Xingbin pointed out that what the flower viewing scenic spot should do is to enrich the tourism projects and products of rural tourism, increase the attraction of rural tourism, extend the stay time of tourists, especially the overnight stay, and develop night tour products and products with cultural experience. In fact, the core is to transform sightseeing into leisure vacation, which has been advocated in recent years. In addition to the necessary flower culture propaganda, we can also increase the interest, culture and interaction of flower viewing tourism through competitions, exhibitions and other activities.

It is necessary to enrich, improve and form a flower viewing tourism product system. Combine the flower viewing festival with local traditional ethnic customs and festivals, shape the image and brand of the destination flower viewing tourism, design different flower viewing routes according to different tourism markets, and improve the night tourism projects with "staying, eating, traveling, buying and entertaining" as the main contents, so that tourists who come to enjoy flowers, apricot flowers and rape flowers can feel the humanistic leisure and holiday tourism products.

Reference: Japan's flowering forecast is accurate to every day.

Speaking of the forecast of flowering period, compared with Japan, which has made "cherry blossom viewing" a world brand, its meteorological association makes a detailed meteorological report on the opening of cherry blossoms every year. The forecast is based on the city, and the florescence and florescence forecast are accurate to a specific day, and the flowering date trend in recent ten years is provided. As the climate changes, the forecast will be updated continuously. Visitors can choose to watch cherry blossoms in bud or fully open cherry blossoms. Many photographers shoot from south to north according to the flowering period. At the same time, jnto has also carried out related introduction and regional guidance for different varieties of cherry blossoms.

In addition to the accurate prediction of flowering period, some relatively mature flower viewing season experiences are also more diverse. In Japan, people celebrate the Cherry Blossom Festival, watch the blooming cherry blossoms and hold parties under the cherry trees. In terms of viewing methods, in addition to watching buses, there are bicycles and cruise ships. In some areas, hot springs or skiing are provided while enjoying cherry blossoms. The products provided by travel agencies often arrange experiences such as "enjoying flowers, eating flowers, wearing flower clothes and enjoying flowers".

In addition to the surrounding activities and delicious food, the design and exquisiteness of flower viewing landscape in mature domestic scenic spots are also worth learning. Ms. Luo, a tourist, said, "Keukenhof Park in the Netherlands is not only unique in flower species, but also beautiful in landscape. For example, the park is not simply and rudely piled with flowers and trees, but designed by a special gardener to make the combination beautiful. Artisans always replace withered flowers with blooming flowers to keep the landscape beautiful. "