How to enhance the cultural connotation of scenic spots

During the just-concluded "May Day" holiday, the author observed that many people made a superficial and tiring trip of "getting on the bus to sleep and getting off the bus to take pictures", seeking a relaxed and in-depth cultural journey. Some scenic spots have also responded, and they have issued the voice of "enhancing cultural flavor" and introduced measures to strengthen governance. For example, a few days ago, the Nanjing Confucius Temple Scenic Area launched the "100-day Action" with the theme of "increasing the literary atmosphere and reducing the commercial atmosphere". It should be said that the spirit of self-reflection in scenic spots is commendable. However, the author believes that it is not enough to enhance the cultural flavor only by "changing one thing", because this "stripping" treatment seems to assume the premise that the cultural flavor of the scenic spot is originally rich, but it is only diluted by the smell of smoke and oil emitted by cars outside the wall, the irritating smell of hawkers shouting loudly and the commercial flavor created by overwhelming three-dimensional bombing advertisements.

The author believes that only by paying attention to the originality and substantial growth of the cultural connotation of scenic spots can we better display the characteristics of scenic spots and let tourists improve their tour quality under the influence of cultural atmosphere. At present, when it comes to the development of scenic spots, it seems that only a large sum of money can make tourists glad that you have come. In fact, the cultural atmosphere of the scenic spot is a relatively noble soft environment and a spiritual force that attracts tourists. Psychological knowledge tells us that under normal circumstances, people are more likely to accept "moving" than "preaching" from above, which is also the reason why some of the most concentrated and culturally rich scenic spots can "move from noise to tranquility". Therefore, we should pay special attention to enhance the cultural atmosphere from the nuances.

For example, scenic spots are often surrounded by layers of business circles, and some are miles from the parking lot to the entrance of the scenic spot. If you only sell souvenirs from any small commodity wholesale market and neglect the introduction and rendering of the characteristics and connotation of the scenic spot here, it is equivalent to giving up the "preheating" of tourists' cultural feelings. Similarly, when tourists leave, cultural feelings are less emphasized. In terms of space, we should pay attention to creating a diverse cultural experience space. If you only feel the scenery, cultural relics or historical sites in a "within reach" way, then the original cultural appreciation with smooth charm will be easily interrupted by the influence of the external environment, thus affecting the effect. If we can perceive the cultural details of the scenic spot in a relatively closed space through audio-visual equipment, it will inevitably increase the cultural depth. At the same time, creating cultural experiences and participating in projects can also play such a role. In addition, we should be good at excavating cultural heritage and attach importance to the development of virtual space. Tourism is not archaeology, nor geological geomorphology. In other words, a stool, a pavilion and a monument can transcend their physical meaning and become legends and historical stories bearing cultural significance. Of course, all these need real cultural research to support, and vulgarity and farfetched will only be counterproductive.

(Qin Yi)