Transformation of traditional scenic spots: three bottlenecks that must be broken through

The "Internet Celebrity City" that has sprung up in the past two years will generally encounter such embarrassment-for example, going to Xi 'an just to see "Miss Tumbler", going to Gulangyu in Xiamen just to take pictures in those petty bourgeoisie coffee shops, and going to Chongqing just to see the light rail passing through the building ... Many "tourist business cards" that once represented the characteristics of the city are being left out in the cold.

The crux of the old scenic spots being left out in the cold lies in "living on one's laurels", which can't keep up with the development and changes of consumption habits in the tourism market.

With the continuous improvement of consumers' travel experience, some large-scale old-fashioned natural scenic spots are not as attractive as before. In the era of leisure tourism, time-honored scenic spots may face a huge development bottleneck, because they are in transition from the era of sightseeing tourism, and their characteristic culture, theme, products, formats and functions can't keep up with the new tourism demand, resulting in a shortage of people. The old scenic spots need to be transformed and adjusted according to the current consumption demand, which is the only way.

First of all, there are three bottlenecks.

1. Stick to the rules and have no sense of innovation.

At present, the integration and innovation of cultural creativity, scientific and technological application and scenic spots is still in the market introduction period, and there is still a process of hard exploration and experience accumulation. Smart scenic spots also mainly stay at the entry-level level such as brushing mobile phones into the park and installing cameras to remotely observe the reception of scenic spots.

2. The operation and management efficiency is low, and it is impossible to achieve the balance between off-season and peak season.

At present, there are nearly 20,000 scenic spots in China, and the management of most scenic spots is still under the management mode of government monopoly.

Old scenic spots are facing the problems of backward supporting management, lack of specialized talents and standardized services. At the same time, a major feature of tourism is seasonality, and the off-season is inevitable.

3. There is a dislocation between cultural inheritance and commercialization, which affects the brand of scenic spots.

With the rise of more and more emerging consumer groups, scenic spots blindly cater to tourists' demands for quick success and instant benefit, and the urgent pursuit of commercialization has distorted the quality of scenic spots, which is also an important dilemma faced by traditional scenic spots.

Second, how to innovate?

1. The first is the integration of high-quality tourism resources, that is, the transformation from traditional "scenic tourism" to "global tourism" and "destination tourism"

Compared with other famous scenic spots and emerging network celebrity scenic spots, the advantages of many old scenic spots are not obvious.

However, if the advantages of its tourism resources are reorganized, the characteristics are highlighted and the combination boxing is played, it will form a strong competitiveness. The construction of global tourism and the creation of tourist destinations can effectively bind these high-quality resources together and transform them into attractive tourism products. This is also the core competitiveness of such scenic spots.

2. The wisdom of scenic tourism

With the in-depth development of domestic tourism, tourism began to change from simple sightseeing to experience. Correspondingly, it is intelligent tourism that pays attention to tourists' personal feelings and interactions.

For tourist attractions, an important feature of tourism intelligence is pre-service. With the help of Internet, VR (Virtual Reality) and other equipment and technical platforms, scenic spots provide accurate and in-depth cultural knowledge information for tourists in advance, and update it in real time, and finally achieve the effect of timely acquisition, intelligent perception and convenient use for tourists.

3. Accurately grasping the pulse of market consumption trend is the key.

In recent years, with the transformation of tourism consumption market, young and middle-aged groups have become the main force of tourism consumption. More and more young people tend to experience better, more comfortable and more leisure tourist attractions. In the process of transforming and updating its own tourism products, scenic spots can start with the good resources around them, and on this basis, use their existing IP for in-depth development to create the next "explosion".

4. Scenic spots should change the growth mode of tourism economy.

Strengthen the guidance of the transformation of tourism economic growth mode, take reducing the ticket price of scenic spots and increasing flexible expenditures such as tourism shopping and tourism catering as important parameters, and curb the increase of scenic spot tickets in the development concept. It is necessary to establish emotional ties between scenic spots and tourists, and promote and catalyze "secondary tourism" and "in-depth tourism".

Scenic spots should deeply develop tourism resources, create distinctive and creative peripheral services and derivative consumer goods, attract tourists with low tickets, and then let them spend voluntarily for many times. While increasing the income of scenic spots, it can also provide more choices and better experiences for tourists.

5. Improve the management system and infrastructure.

The perfection of scenic spot management needs the support of related auxiliary industries and infrastructure. When choosing a scenic spot, tourists should first consider whether accommodation and transportation are convenient. Therefore, we must speed up the development and construction of auxiliary industries in scenic spots, improve related industries as soon as possible, and improve tourists' satisfaction with scenic spots.