Innovate business formats, tell good stories, and promote high-quality development of scenic spots

The scenic spot business format refers to the scenic spot management form formed by combining elements of tourism scenic spots to adapt to changes in market demand and providing characteristic tourism products and services. "Scenic Area Story" is a concentrated expression of scenic area resources, culture, image, products, services, etc. Promoting business innovation and telling the stories of scenic spots are important ways to promote high-quality development of scenic spots.

Characteristics of scenic area businesses

Regional characteristics. The development of scenic spots is closely related to the economic and cultural development level of the region. The market in economically developed regions is vast, and people are highly sensitive and receptive to international fashion culture and new business formats, such as Beijing 798 Art District and Shanghai Disneyland. Even for theme parks of the same type, there are obvious regional differences in scenic area formats, IP development, and play experience.

Dynamic characteristics. Scenic area business formats are in a phased dynamic evolution with changes in market demand. In the primary stage, tourist attractions need to meet tourists' basic requirements for the six elements of "food, accommodation, transportation, travel, shopping, and entertainment"; in the intermediate stage, with economic and social development and tourism consumption upgrading, the business content is gradually enriched and developed, such as food tourism , resort hotels, cruise tourism, etc.; in the advanced stage, as the economy and society develop further, people's spiritual and cultural needs increase, the six elements continue to integrate and innovate and gradually become attractions, such as characteristic B&Bs, holographic projection immersive restaurants, and scene-based commercial blocks. and large-scale cultural and entertainment complexes.

Composite characteristics. In the process of innovation and evolution, the scenic area business formats show a state of alternation and superposition of old and new business formats. Even the scenic spots that were originally famous for sightseeing have gradually emerged in the development process such as leisure tourism, vacation tourism, entertainment tourism and other new formats, such as the Mountain Language B&B in Huangshan, the real-life landscape performance "Impression of Liu Sanjie" in Guilin's Lijiang Scenic Area, etc. . The complex nature of the business not only meets the basic needs of tourists, but also satisfies the diversified consumption needs of tourists of different ages and levels to a greater extent, thereby promoting the transformation of scenic spots into comprehensive tourism destinations and meeting the requirements of high-quality development.

Thematic characteristics. Differentiation and specialization are the core competitiveness of the development of the tourism industry. Scenic spot business formats must have a theme IP that impresses tourists and highlight the image of the scenic spot, so as to be unique in the market competition. For example, Disneyland has continuously innovated and established emotional interactions between various cartoon IPs and tourists through themed packaging and storytelling, forming a unique theme park brand, which is a typical case of thematic development of scenic spots. Themed development of scenic spots is an important way to promote the transformation and upgrading of traditional business formats in scenic spots and solve the problem of homogenization of business formats. It is of great significance for enhancing brand recognition, increasing tourist stickiness, obtaining brand premiums, and extending the industrial chain.

Basics and conditions for business innovation

Resources and environment are the basis for business innovation in scenic spots. The resources and environment provide the site space and content basis for the development of scenic area business formats. Therefore, business format innovation should adhere to the principle of adapting measures to local conditions. For example, mountainous scenic spots have outstanding natural tourism resources, but they are also subject to resource protection and site space restrictions. Using the internal traffic within the scenic spot to superimpose entertainment and experience activities is an important way to innovate the business formats of mountainous scenic spots, such as the glass plank road in Baishi Mountain in Hebei, the Motianling Elevator in Mangshan in Hunan, and the Huangshan "Internet Celebrity Train" that is popular in short videos. Transportation has gradually evolved into a new business format that integrates transportation, sightseeing, entertainment, experience and other functions. Coupled with the boost of online marketing, it has quickly become a "hot product" in the market. Business format innovation must always be built around the core resource characteristics of the scenic spot. Mountainous scenic spots use transportation elements to innovate business formats so that tourists can experience the natural scenery of the scenic spot from multiple angles and in depth.

Market demand is the direction for the development of scenic area businesses. Market demand is the decisive force for the evolution and development of scenic area business formats. Accurate positioning and deep exploration of market demand are important homework before the innovation of scenic area business formats. Tourism consumer market demand determines the trend of scenic spot elements developing from singleness to diversification, but it is also easily affected by macro factors such as national policies, holiday systems, and epidemics. Therefore, only by scientifically evaluating the staged consumption preferences, consumption structure, consumption potential, etc. of national and regional tourism market entities can we find the correct direction for business innovation. At the current stage, peripheral leisure and ecological tours, micro vacations, etc. are favored by tourists, and Generation Z has become the mainstream customer group in the tourism market.

Telling the stories of scenic spots is the core of business innovation. Telling the stories of scenic spots well is the key to building the core competitiveness of tourism. The scenic spot has both "big stories" that carry regional culture and folk culture, which are called scenic spot theme IPs; and "small stories" composed of natural landscape pictograms and scenic spot elements, such as a stone, an ancient tree, a mountain peak, and a lake. Even a dish, a road, and a room all tell beautiful legends and stories. Discovering the content of the story, innovating the way of expressing the story of the scenic spot, and allowing tourists to take away the "memory of the scenic spot" are the core of the innovation of the scenic spot business format. For example, innovative transportation methods are used to find the best viewing spots of the landscape, mining the IP of scenic spots to empower cultural and creative products, using historical stories of scenic spots to create real-life performing arts products, changing the specialties of scenic spots from "local" to "foreign", etc. to meet the needs of different tourists. .

Policies and systems are the normative guidelines for business innovation.

Policies and systems are an important factor in promoting innovation in scenic area business formats. The innovation of scenic area business formats is inseparable from loose, complete and inclusive policy systems. The government should provide policy guidance and financial support during the evolution of scenic area business formats. For example, the country supports the development of rural tourism industry from all aspects and angles, which brings good development opportunities to rural pastoral scenic spots. At the same time, it is necessary to avoid the proliferation of vulgar business products, and the development process of scenic business formats is also inseparable from the regulation and guidance of policies. At present, the goal of building world-class scenic spots provides new direction guidance for the innovation of scenic spots and business formats. With the transformation and upgrading of domestic tourism scenic spots, more new elements and new business formats will emerge and develop.

Enterprises are the main force in the innovation of scenic area business formats. Enterprises are the main body of tourism scenic area industry innovation and market operation. The type and scale of enterprises, as well as the ability and potential to attract capital, talent, technology, information, and culture for industry innovation, determine the direction and quality of the development and evolution of scenic area industry formats. Enterprises with strong economic strength and strong management capabilities generally have advanced business concepts and models, and have a strong industry demonstration and driving effect in leading the innovation of scenic area business formats.

Innovate the format of scenic spots and tell the stories of scenic spots well

Integration of technology: modern expression of ancient stories. Technology is the primary driving force for business innovation. Under the guidance of new technologies such as big data and artificial intelligence, the era of virtual tourism experience is gradually approaching. Through technological innovation and digital transformation, we will generate new momentum for the development of scenic spots, give traditional scenic spots a novel, personalized and diverse tourism experience, create a multi-sensory experience space that combines virtual and reality, and break through the limitations of site space and environment. Technology has played an important role in the innovation of scenic area business formats. For example, the Forbidden City uses virtual reality technology to allow tourists to experience the cultural charm of the Forbidden City immersively, enriching the digital entertainment experience format in the scenic area; Hengdian Film and Television City uses technological means to realize unmanned live performances The "Fantasy Yuanming" water show not only innovates the business format, but also greatly reduces operating costs.

Cultural Confidence: Artistic Expression of Chinese Stories. To tell the stories of Chinese scenic spots well, we need to dig deep into local culture, regional folk customs, historical allusions of scenic spots, etc., based on market demand and consumer psychology analysis, so that domestic tourists can have a spiritual resonance and foreign tourists can understand Chinese culture. For example, "Impression Liu Sanjie" innovatively expresses local natural landscapes, folk customs, and historical stories in the form of live performances. It not only solves the problem of "ticket dependence" in scenic spots, but also promotes the development of the regional tourism industry structure. Adjust and upgrade to become an artistic window showing Chinese culture. In addition, when telling stories about scenic spots, we must pay attention to avoid vulgar expressions, seek a balance between elegant art and popular aesthetics, tell good stories that tourists can understand and are willing to listen to, and create beautiful memories for tourists over the landscape. and experience space.

Immersive experience: scene expression of the theme story. In the era of experience economy, products are scenes and experiences are marketing. Theme stories should be told well through panoramic immersive experience spaces to enhance tourists’ five senses (respect, nobility, security, comfort, pleasure) and six senses (vision, hearing, touch, smell, taste, perception), and extend their consumption time , enrich consumption scenarios and content. For example, currently scene-based commercial blocks have gradually become a new favorite in the market, and new business formats such as Hunan Changsha Wenheyou, which inspire tourists' nostalgia, novelty, and sense of immersion, are favored by tourists.

Service upgrade: High-quality expression of scenic spot stories. Business innovation will ultimately be presented to tourists through scenic spot services, so attention should be paid to the last "mile" of business innovation. The development goal of building a world-class scenic spot also requires that scenic spots pay attention to details and improve service quality and level when innovating business formats. For example, through reasonable charging models, solving the problem of scenic area carrying capacity and crowd flow, updating and maintaining facilities, adding scenic area intelligent systems, and providing personalized butler services, etc., we can improve the convenience and comfort of visiting; by activating the scene space of the scenic area, providing performance-style Scene services create a fully immersive experience space for tourists, winning good reputation and high return rate from tourists.