Countermeasures for developing urban tourism in Dunhuang

Countermeasures for developing urban tourism in Dunhuang

Abstract: Tourism is an important symbol of urbanization, internationalization and modernization of the city, which has important functions of creating urban brands, promoting structural optimization, improving urban quality and establishing urban image. Dunhuang should take tourism as an important driving force to strengthen urban functions and image.

Dunhuang is the first batch of excellent tourist cities in China, with obvious advantages in tourism resources and good conditions for developing urban tourism. However, further demonstration and research are needed in understanding and direction. By analyzing the conditions and restrictive factors for developing urban tourism in Dunhuang, measures for developing urban tourism are put forward.

Keywords: Dunhuang; Urban tourism; Market; The long history of foundation

gave birth to the splendid ancient culture of Dunhuang, with cultural relics everywhere, numerous ancient books and documents, exquisite grotto art and mysterious strange mountains and strange waters. Its unique cultural resources attracted countless literati Lang Ke to come here.

However, with the development of tourism, the competition has become more and more fierce, and the phenomenon of homogenization of tourism products has become more and more prominent.

Tourism is inseparable from cities. Modern tourism is not only the product of market economy, but also the product of urbanization.

In areas with developed economy, high level of urbanization and dense urban communities, urban tourism circles (belts) of different scales have been formed, and tourism has begun? Urbanization? .

on the whole, most cities only rely on some tourist attractions instead of the whole city as an attraction for urban tourism, and urban tourism has not yet developed towards scale.

However, the unique natural landscape, long history and culture, and colorful folk customs have built Dunhuang's profound advantages in tourism resources and created favorable conditions for its development of urban tourism.

1. Resource and market base for developing urban tourism

1. Resource base

Due to the unique economic, cultural, social, environmental, transportation and resource factors of the city, it has become a tourist destination, consumption place and distribution center with strong attraction for tourists, and it is also an important export center for tourists and an auxiliary center to promote the development of surrounding tourism.

The scenic spots and historical sites in Dunhuang include the Mogao Grottoes, a crescent spring in Mingsha Mountain, the national key scenic spots, such as Yumenguan, Yangguan, the Great Wall of Han Dynasty, Baimata, Yadan landform, Wowachi and so on.

among them, there are 3 national cultural relics protection units and 8 provincial cultural relics protection units.

was appointed by the State Council in 1986? A famous historical and cultural city in China? .

Dunhuang city tourism image is positioned as mysterious flying and desert wonders.

At present, Dunhuang has begun to take shape in industrial scale, forming a benign development pattern based on cities and led by characteristic tourism products. It has successively launched unique tourism projects such as grasslands, deserts, forests, ethnic customs and cultural relics, attracting a large number of tourists at home and abroad, and will gradually become an important tourism base in China in the 21st century.

(II) Market Basis

Dunhuang adheres to the strategy of establishing a city by tourism, and builds the brand image of Dunhuang tourism, and its tourism indicators are constantly rising.

in 198, the tourism income was only 276, yuan, and in 1998, it reached 16 million yuan.

in 24, the city received 82, tourists, and the tourism revenue reached 334 million yuan.

in 25, the tourism market in Dunhuang continued to heat up, with tourism income reaching 39 million yuan, accounting for 18% of the city's GDP, and tourism became a pillar industry in the area.

Urban tourism has become a new growth point and pillar industry of urban economic development, and further promoted the establishment and development of urban status.

second, the existing problems

(1) location and traffic bottlenecks

Dunhuang is a vast area with rich resources and an important strategic position.

However, compared with other coastal cities, it is an underdeveloped area with weak foundation and insufficient economic growth vitality.

urban traffic has become a link closely related to all aspects of urban social and economic life in modern cities. Geographical location plays an extremely important role in the development of tourism in cities, which is one of the factors that affect tourists' choice of destinations.

Many tourists in Dunhuang are deterred by traffic problems. If traffic is regarded as the blood of a region, traffic problems will become an important factor restricting the development of tourism in Dunhuang.

Dunhuang is located in the northwest, and its accessibility needs to be further improved.

If the traffic bottleneck is broken, the tourism industry in Dunhuang will be greatly changed.

In 26, the Dunhuang Railway was officially opened, marking the end of the world-famous Dunhuang's history of no trains in Feitian's hometown.

Although the opening of Dunhuang Railway has alleviated the present situation of inconvenient transportation to a certain extent, further efforts are needed to fundamentally solve this problem.

(2) the urban spatial structure is loose, showing? More points, longer lines and wider areas? Status

Compared with the coastal areas, the northwest region is sparsely populated and the tourist attractions are scattered, which brings a lot of inconvenience to tourists' travel life, and Dunhuang is no exception.

due to the influence of climatic conditions, various scenic spots in Dunhuang appear? More points, longer lines and wider areas? Therefore, it takes more time to thoroughly understand Dunhuang than other cities.

from the perspective of rational utilization of tourism resources and tour organization, Dunhuang? One center, two groups and three corridors? Based on Dunhuang International Tourism City, relying on the cultural heritage groups in the east and the geological heritage groups in the west of Dunhuang City, we will build three theme routes, namely, the Han and Tang Cultural Corridor (South Line of Silk Road), the Dahan Cultural Corridor (North Line of Silk Road) and the Natural Heritage Corridor.

The effective combination of tourist routes can increase the utilization rate of time to a certain extent.

reduce the problem of tourism satisfaction caused by the loose spatial structure.

(3) tourism management is single, lacking leading enterprises

The so-called leading enterprises refer to the important links in the industrialization chain that are most closely connected with the market and play a leading role. They have the comprehensive functions of opening up the market and providing services, and are the key and core of promoting tourism industrialization.

Dunhuang tourism enterprises have a poor development foundation and a single management mode. In recent years, many problems have been exposed in the development process, such as small scale, low integrity and lack of growth.

tourism enterprises should break the boundaries of competition, realize various forms of combination and replacement, and become bigger and stronger leading enterprises.

The same external environment, the same development goals and being in the same area can make everyone closely linked. All tourism enterprises should establish the concept of cooperation and form a joint force to promote the healthy and rapid development of Dunhuang tourism.

government departments should strengthen the management of the tourism industry, support leading tourism enterprises, strive to improve the service level, and strive to break through the bottleneck of the service industry.

III. Measures to develop urban tourism

(1) Coordinate the development in the region and improve the extroversion of the city

Establish external commercial windows and paths, so that the urban industrial economy can enter a larger or even global market space, and thus the commercial value can be rapidly increased through international input and output.

China's urbanization has started and achieved a certain degree of development, but its urban operation is still in the ascendant.

foreign urban development history and world experience tell us that only by planning and developing with an international vision and urban operation can China create its unique competitiveness in the unique situation of China, so that it can stand in the world tourism industry with good planning and design, superior ecological environment and profound cultural heritage.

Urban tourism products are special products developed by tourism operators and managers relying on urban resources, facilities and environment.

Dunhuang's urban tourism products can be divided into urban sightseeing tourism products, urban holiday tourism products and urban special tourism products.

(2) New elements

New elements and symbols can often highlight the image of a city.

Shanghai's hosting of the APEC meeting, the successful bid for the Expo and the construction of F1 track have all made Shanghai a great place. International, modern, trend and vitality? Our city has become the focus of the world again and again.

The beautiful female mounted police on the streets of Dalian can also make the world talk about it.

New elements full of vitality and creativity usually play a miraculous role in city brand building.

however, many cities are there? Not the best, but the biggest? In your mind? Build? A lot of so-called big money, which is the largest in nondescript areas and the largest in the country, has wasted a lot of financial resources but has become a lame city that will stand forever? Monument? .

In addition to hard projects, there are also soft projects. Most of the festivals that come and go follow the trend. For example, there are kite festivals and ice and snow festivals in more than 2 cities across the country.

The geographical position of Dunhuang itself is not good, and the geographical area and population of Dunhuang are not optimal in the hard conditions of developing urban tourism, which brings certain disadvantages to Dunhuang's development of urban tourism.

Dunhuang should launch a distinctive marketing strategy on the basis of its own resources, which can make Dunhuang the focus of public discussion in a short time, form a good reputation, and achieve the purpose of enhancing the city's popularity and hospitality.

(3) Improving the professional accomplishment of city tour guides

Tour guides who are in the front line of tourism service work are the main body of tour guide work.

the development of urban tourism also needs the maintenance and promotion of these people.

With the great development of tourism and the maturity of talent market, tour guides will become a brand-new type of work, and tour guides will become a cultural industry team.

Dunhuang should pay attention to the following points in the vocational training of tour guides: First, scientifically locate the tour guide profession, strengthen the service consciousness, so that tour guides can maintain a normal mind and show a good mental outlook in front of tourists.

The second is to establish a sound incentive mechanism, create a relaxed working environment, improve the overall quality of tour guides, and fully mobilize their enthusiasm, initiative and creativity.

thirdly, their management has gradually changed from administrative management to industrial management and market management.

The establishment of tour guide companies and tour guide associations is a key point that Dunhuang can consider in its development.

With the promotion of tourism, the demand for tour guides in Dunhuang will increase year by year. In the tourism development planning, we should put forward specific requirements, objectives and tests on the number, quality and language of tour guides according to the number, country and type of local tourists, so as to meet the needs of tourists and improve their professional accomplishment.

(4) Improving the ecological environment of the city

Dunhuang is located at the westernmost end of the Hexi Corridor, and its ecological environment is fragile, which is one of the bottlenecks in the development of tourism in Dunhuang.

Now the national administrative department has realized the restriction of this problem on the development of tourism in Dunhuang, so Dunhuang Tourism Bureau has been strengthening the governance of urban ecological environment.

At present, the water treatment project around the city has achieved good results.

The urban garbage discharge has passed the correct treatment channels, and the pollution to the city has decreased a lot.

in recent years, Dunhuang city has vigorously strengthened the protection of natural wildlife, built surrounding shelterbelts and farmland forest networks, and comprehensively implemented urban greening projects, which has significantly improved the city's ecological environment.

Dunhuang is located in the desert and surrounded by Gobi desert, and it suffers from sandstorms.

In order to change this situation, Dunhuang City proposed? Closing beaches to facilitate afforestation, protecting vegetation, fortifying against hazards, closing borders, developing orchards and supporting forest nets? The working principle of.

In recent years, 12 sandstorm mouths such as Heishanzui and Wujiashawo have been comprehensively treated, and the surrounding shelterbelts and farmland forest networks in the gap fault zone have been replanted and updated, so as to resolutely stop deforestation and land reclamation.

With the implementation of this series of measures, it is believed that the ecological environment of Dunhuang will be completely changed in the next few years.

References:

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[5] Ding Xiuqing, Zhang Yi. Urban Marketing [M]. Lanzhou: Lanzhou University Press, 25.