What is the tourism management concept of Langzhong ancient city?

Langzhong, Sichuan, the ancient city of Fengshui, Lijiang, Yunnan, Pingyao, Shanxi and Shexian, Anhui were identified as "national historical and cultural cities" by the State Council, ranking among the four ancient cities. In 2004, it successfully became one of the "excellent tourist cities in China". Langzhong has a long history, famous people come forth in large numbers, Hakka is prosperous, there are many historical sites and splendid cultural relics. The geographical environment, urban site selection and architectural layout of the ancient city are integrated with mountains, water and cities, which conforms to the traditional geomantic theory. In the ancient city, the culture of the Three Kingdoms, the imperial examination culture and the religious culture complement each other and are praised by experts as "a model of multicultural harmony". During the three years from 2006 to 2008, it received more than 4.6 million domestic and foreign tourists, and the total tourism revenue was more than 654.38+0 billion. However, before 2006, the number of tourists received in Langzhong was less than 300,000, and the ancient city of Langzhong was "resurrected" again, which was a tourism miracle for Sichuan tourism. The successful development of this scenic spot is obvious to all in Sichuan and even in China. What makes it so successful? Let's simply decode the development, management, core competitiveness building, line design, business model and profit model of the scenic spot.

Decode 1: Institutional innovation is the guarantee of success.

"The government is in charge, the enterprise operates, the government creates the environment, and the enterprise manages the market", which is the institutional innovation strategy implemented by the Langzhong municipal government to develop Langzhong tourism. At the end of 2005, the Langzhong Municipal Government established Sichuan Langzhong Mingcheng Management Investment Co., Ltd., hereinafter referred to as "Mingcheng Investment Company", with the mayor as the chairman and Guo Zonghai, the deputy mayor in charge of tourism, as the general manager. The company exclusively develops and operates the ancient city, with overall planning and market-oriented operation. In order to separate the ownership of the ancient city from the right to develop and operate, this famous investment company has set up two functional departments: the operation department and the investment management department. The business department is responsible for the management of ancient city tourism, making marketing plans, planning and implementing activities in the ancient city, and building a sales network. The investment management department is responsible for the financing and resource allocation of the ancient city. Later, it was called "Langzhong mode" by the industry. This is a breakthrough in state-owned tourism resources and government management, and also a breakthrough in the way of tourism development. The government has become a guide and helper, and enterprises have become the leaders of the development of the ancient city, which reflects some useful attempts of the local government to develop tourism. It has played a very big demonstration role in the development of tourist attractions in Sichuan.

Decoding 2: Pay attention to market research, and the product configuration is in line with the market.

"Famous Investment Company", while developing the ancient city of Langzhong, is the time when China's tourism industry is rapidly transforming from natural sightseeing to leisure and holiday tourism. A large number of scenic spots with natural resources as the main selling point in China are becoming more and more difficult to operate. People are no longer satisfied with a simple "sightseeing" trip, but prefer to relax during the trip.

How to develop the ancient city of Langzhong, and what image does the ancient city face the market? Through a large number of investigations on many ancient cities and tourists at home and abroad, the demand of local main markets was analyzed in detail (at that time, their marketing strategy was to make Chongqing's market first, and then copy the marketing model to other markets after maturity). They found that Chengdu and Chongqing have great tourism demand potential and desire, and the tourism consumption of urban residents in the two places presents typical leisure and holiday characteristics. Therefore, in

In terms of program setting, there are Zhang Fei's tour of the city, Ba Xiang's encouragement, retro carriage, scholar's promotion, Nuo opera in Langzhong, river cruise and so on during the day. In the evening, there are shadow play performances, folk songs duet, river lanterns praying, street performers, night watchman and so on. Sitting in the ancient city of more than 2300 years, you can feel the illusion of traveling through time and space, and the rich consumption experience makes people linger.

In the conventional tourism sales route, famous investment companies select dozens of scenic spots in the ancient city to form a package, which is packaged and sold in the form of package tickets. According to the consumption demand of tourists, it can be divided into three types, among which "Gong Yuan+Zhangfei Temple+Huaguang Building+Folk Club" is the most popular among tourists. In order to better let tourists visit Langzhong, Langzhong is the destination of designing the ancient city of Langzhong.

Decoding 3: scientific planning, unique planning and design

"Make a decision before moving", especially for the development of scenic spots. In order to better release the resources and energy of the ancient city, the "Famous Investment Company" finally decided that Beijing Lv Wei Chuangjing Tourism Planning Co., Ltd. would plan the ancient city of Langzhong, following the principle of "repairing the old as before and protecting the style of the ancient city". All buildings that do not conform to the style of the ancient city are demolished, and the commercial format in the ancient city is planned and adjusted to restore the style of the ancient market, and at the same time restore the original destroyed buildings in the ancient city. Zhongtian Building, Vulcan Building and Fengshui Culture Museum have been restored. Invest funds to completely transform the stone road in the streets of the ancient city block to reproduce the style of the ancient city streets.

Introduce projects that have been tested by the market and have certain vitality, and then improve and innovate on the spot. In order to revitalize the land resources along the river in the ancient city, real estate enterprises such as Shanghai Volkswagen Real Estate Co., Ltd. and Zhejiang Donghai Real Estate Co., Ltd. were introduced by attracting investment, and "China Langtian City", "South City" and "Jiayi Square" were built along the river according to the unified plan, which not only improved the scenery along the river in the ancient city, but also became a new place for tourists to relax.

Decoding 4: Highlight the core competitiveness and refine the promotion slogan.

Langzhong is surrounded by water on three sides, mountains on all sides and Jialing River around the city, showing a huge "U" shape. The four images of geomantic omen theory, Qinglong, Baihu, Suzaku and Xuanwu, are all available, which are called typical of traditional geomantic omen theory by experts. The chessboard architectural style of the ancient city is a city completely in accordance with the astronomical geomantic theory of the Tang Dynasty. It is known as the ancient city of geomantic omen, and it has been determined as a geomantic tourist destination in China. With a history of 2300 years, various cultures complement each other, and it is a well-preserved ancient city, 1.78 square kilometers. At present, the four ancient cities in China are still alive.

Langzhong new city and ancient city are connected by many streets and roads, and it is an ancient city without walls. Due to the protection of the local government, the ancient city has both the brand of historical precipitation and the modern atmosphere. Combined with the characteristics of Langzhong ancient city, the marketing slogan of Langzhong ancient city is "heaven, earth, people, ancient rhyme, mountains, water, city and customs". By using the famous phrase of Du Fu, a great poet in the Tang Dynasty, "Langzhong is a great event, but Langzhong is a rare place in the south of the city" as a slogan to refine the image, Langzhong is a rare place, which together with other scenic spots in Sichuan constitute "Emei is a beautiful place in the world, and Qingcheng is a quiet place in the world; The sword gate is dangerous in the world, and it is rare for the world to win 8221; Highlight the core competitive advantage of Langzhong ancient city. It embodies the scarcity and scarcity of resources, and is an excellent place for people to visit ancient times and travel for leisure.