Advantages of Shandong Tourism Resources and Its Development Prospect

Tourism Development of Shandong Folk Culture Resources

Li Dongcheng

(Qilu Cultural Research Center of Shandong Normal University, Jinan, Shandong, 2500 14)

Abstract: Shandong folk culture has become an important resource of Shandong folk tourism with its strong inheritance, distinctive regional characteristics and extensive influence. With this resource advantage, Shandong folk tourism enjoys a high reputation at home and abroad and has become a potential growth point of Shandong tourism. However, in the current practice of folk tourism development, there are also some problems to be solved urgently. Based on the analysis of the characteristics and types of Shandong folk tourism and the development status of Shandong folk tourism, this paper puts forward some targeted development principles and solutions for the existing problems.

Keywords: folk custom; Folk culture; Folk tourism; Shandong (province)

First, the definition of folk culture and folk tourism

(A) the definition of folk culture

Folk culture is the general name of all kinds of customs and habits that are widely spread around the world, including material culture, social organization, ideology, oral language and other social habits and fashions. [1] is the most important resource of folk tourism. Folk culture itself is a kind of life culture, so some scholars put forward that "life culture" refers to folk culture.

Compared with elite culture or palace culture, folk culture is more regional, national, unique, vivid and popular, which is consistent with many characteristics of contemporary mass tourism, making folk culture the main resource of folk tourism, which is also the main driving force to promote the sustainable development of folk tourism.

(B) the definition of folk tourism

(C) the classification of folk tourism

According to the classification of folklore, Tao Siyan classified folklore tourism in detail according to the category, performance space, product nature and service function of folklore. Based on the category of folklore tourism, he divided folklore tourism products into three types: material state, dynamic state, mentality and sound. Based on the perspective of folk life space, folk tourism is divided into street folk tourism, water folk tourism, mountain folk tourism, fishing village folk tourism and other environmental types. According to the nature of products, folk tourism can be divided into sightseeing, participation, leisure and sports. [5] However, the actual folk tourism activities are slightly different from the theoretical discussion. For example, folk customs such as mentality and voice are difficult to become independent folk tourism types. Wang Degang divided the development modes of folk tourism into brand management mode, community historical (traditional) block mode, rural mode, "ecological museum" mode, theme park mode and festival activity mode. [6] These six modes are distributed in Shandong, which is more in line with the practice of folk tourism in China. According to the history and present situation of Shandong folk tourism development, the author divides Shandong folk tourism products into the following six categories: folk museum tourism, festival folk tourism, wedding folk tourism, fisherman's music, farmhouse music and folk village (folk theme park) tourism, which will be described in detail in combination with the present situation of Shandong folk tourism development.

Second, the characteristics of Shandong folk tourism

The characteristics of Shandong folk tourism mainly include the following four aspects.

1, with strong inheritance

2. Distinctive regional characteristics

3. It has a wide influence.

4. Early development

Third, the current situation of Shandong folk tourism development

Shandong is rich in folk culture resources, and the folk tourism activities based on it are also rich and colorful, and the contents and forms of folk tourism vary from place to place. Therefore, it is difficult to describe the current situation of folk tourism development in Shandong comprehensively and accurately. Referring to the classification of Shandong folk tourism products, the author only outlines the general situation of Shandong folk tourism in rough lines.

(A) Folk Museum Tourism

(B) Festival folk tourism

This is the main body of Shandong folk tourism, with the largest number, the largest scale, the longest time and the greatest benefit. Under it, it can be divided into traditional festival tourism, modern festival tourism, emerging festival tourism and holiday tourism (such as weekends and Golden Week). The main tourist festivals in Shandong include Weifang International Kite Festival, Jinan Qianfo Mountain Temple Fair, Baotu Spring Lantern Festival, Daming Lake Lotus Festival, Qingdao International Beer Festival, Taishan International Mountaineering Festival, Qufu International Confucius Culture Festival, Zibo Ceramic Glass Art Festival, Yantai International Wine Festival, Heze International Peony Festival, Qingdao Haiyun Temple Sugar Ball Festival, Tianhou Palace Folk Culture Temple Fair, Rongcheng International Fisherman's Festival, etc.

(3) Marriage custom tourism

Fisherman's music

(5) Happy Farmhouse

(6) Tourism in folk villages and folk theme parks

Fourth, the problems in the development of Shandong folk tourism

Nowadays, Shandong folk tourism has made remarkable achievements. Not only the types are rich, but also the development content is gradually deepened, forming a number of folk tourism brands with high visibility and reputation, and becoming another characteristic tourism product with more vitality and development prospects. However, it is undeniable that although many folk-custom tourist villages, several folk-custom tourist routes and folk-custom tourist areas have been established in Shandong, there are still some problems to be solved urgently. This part analyzes the problems existing in Shandong folk tourism at present, and on this basis, puts forward targeted solutions and the next development ideas.

Some problems are universal in the whole tourism industry, such as the redevelopment of folk tourism resources is more important than protection, economic benefits are more important than cultural benefits and social benefits, and the management system of some scenic spots (spots) has not been completely straightened out. There are also some specific problems, such as scenic spots (scenic spots) acting in their own way, attaching importance to individual gains and losses and ignoring common development. As far as the current folk tourism practice in Shandong is concerned, there are mainly the following problems.

1, the contradiction caused by the division of management system

(1) The problems of tourism development and cultural relics protection brought about by the change of "three holes" management system.

(2) The management system of Pu Songling's former residence and Liaozhai Garden is divided.

2. Disadvantages of enterprise operation.

3, "in-fighting" type of irregular competition

(1) Xufu Festival in Jiaonan and Longkou

(2) The dispute about the first village of folk tourism in China.

4. Backward development and weak external competition.

(1) Canal folk tourism must catch up.

(2) Liangzhu wedding custom tourism needs to be developed vigorously.

(3) Water Margin Tourism: Flowers in the wall and fragrance outside the wall.

(4) Heze Peony should be bigger and stronger.

5. Similarity and vulgarization of folk tourism festivals.

Five, Shandong folk tourism development principles and countermeasures

(A), Shandong folk tourism development principles

1, cultural principles

"Culture is tomorrow's economy", and folk tourism itself is a kind of cultural tourism. Its charm lies in the profound folk culture connotation carried and embodied by the folk tourism landscape. With the in-depth development of tourism in Shandong, tourism with cultural connotation will surpass tourism with sightseeing connotation. For Shandong folk tourism, Qilu culture and Shandong folk culture are the soul of its development. Therefore, the development of Shandong folk tourism must follow the cultural principles. Specifically, there are mainly the following points: first, developers and operators should have a strong cultural awareness, have a comprehensive understanding of folk culture, fully understand the importance of folk culture in folk tourism, and be able to study various folk customs from a multidisciplinary perspective and explore folk tourism resources. Secondly, folk tourism projects should create and realize folk culture atmosphere, so that tourists can get profound cultural experience and feelings. Finally, the development of folk tourism projects should have both the "spirit" and the "shape" of folk customs, so as to achieve the unity of "spirit" and "shape" and fully display the essence of folk culture. [9]

2, the principle of localization

Folk tourism uses folk culture to attract tourists, and folk culture has distinct national and regional characteristics. Therefore, in the process of development, we must take folk culture as the basis to avoid excessive commercial operation and unrealistic imitation development. The localization principle includes two aspects. First, adjust measures to local conditions, tap local folk cultural resources, highlight the "original flavor", and don't copy it easily. Of course, this does not rule out proper refining and processing, which is often necessary in actual development and operation; Second, for the transplanted foreign folk culture, we should fully consider the local acceptance ability and degree. Some folk cultural resources that conflict with the local folk cultural background must be localized while emphasizing novelty, otherwise they are not suitable for transplantation.

3. Characteristic principle

Characteristic is the basic attribute of tourism resources, especially folk tourism resources. Without its characteristics, folk tourism resources will no longer exist. In the practice of folk tourism development, we should rely on the characteristics, highlight the characteristics of folk tourism in various regions, design and launch unique tourism products, tourism routes and tourism shopping products. The principle of highlighting characteristics is also an effective means to improve the taste and competitiveness of tourist areas.

4. The principle of visitor center

Tourists are the main body of folk tourism. Therefore, folk tourism should focus on tourists and develop marketable folk tourism products according to tourists' needs. The tourist psychology is complex and diverse, but the most basic thing is to seek novelty, novelty and pleasure. According to these basic tourist psychology of tourists, we should develop novel, participatory and experiential folk tourism products.

5. The principle of combining diversity with theme.

Diversity and theme are both opposite and unified, and the full combination of them will complement each other. Diversity will not only dilute the theme, but also set off and highlight the theme; Various topics can also enrich diversity and make diversity deep and wide.

6. Accessibility principle

The folk culture in different regions is different, which shows that the tourist attractions (spots) are scattered and concentrated, and folk activities are mostly carried out in rural areas. Therefore, distance, accessibility and traffic conditions should be considered in the development, so that the tourist films and scenic spots (spots) in the region are relatively concentrated and closely linked, and the traffic between each film and interval is smooth and accessible. This is conducive to the design of tourist routes and convenient for tourists to carry out various folk tourism activities.

7, the principle of sustainable development

In the planning and development of folk tourism, we should pay more attention to the excavation, rescue and protection of folk tourism resources. We should not kill the goose that lays the golden egg, but use all its resources to fish. We should have a long-term vision and maintain the sustainable development of folk tourism. Because with the further development of China's economic construction, the process of urbanization is accelerating, and the customs and habits on which folk culture depends, and the ancient houses and buildings have been constructively destroyed. Therefore, it is urgent to rescue folk cultural heritage, and tourism development is an important way and means to protect folk cultural heritage, but we should pay attention to avoid repeating the mistakes of urbanization.

8, the principle of economic benefits, social benefits and cultural benefits.

Tourism planning and development should fully consider the organic combination of natural resources, human resources and social resources, fully coordinate the relationship between economic development, resource protection and social progress, adhere to the unity of economic benefits, social benefits and cultural benefits, and promote the healthy, efficient and sustainable development of folk tourism in Shandong Province.

(B), Shandong folk tourism development countermeasures

1. Excavate and highlight the Qilu cultural connotation of Shandong folk tourism.

Tourism has both cultural and economic attributes. Qilu culture has been the backbone and core of China traditional culture since its birth, and it is also the foundation of Shandong folk tourism. At present, most folk tourist attractions are vulgarized and commercialized, so it is a good way to enhance the taste of folk tourist attractions by excavating and highlighting the cultural connotation. Shandong's folk culture is all-encompassing. In addition to the material level represented by folk architecture, folk skills and folk games and the institutional level represented by weddings and funerals, the spiritual level represented by folk traditions, religious beliefs and humanistic qualities can not be ignored. In the development practice of folk tourism, the latter should attract the attention of folk tourism developers and operators in particular.

2. Straighten out the management system and strengthen the protection of cultural relics.

As an important part of material folklore, cultural relics are an important carrier of folklore tourism development. "What happened to fur?" ? Destroying cultural relics will destroy the foundation of folk tourism and lose the foundation of sustainable development of tourism.

Theoretically speaking, tourism development and cultural relics protection are complementary. Cultural relics protection is for better development. Only with the benefits of tourism development can cultural relics be better protected. When dealing with the relationship between the two, we should give priority to the protection of related cultural relics. However, in practice, this is not the case. Some units and individuals pocketed the proceeds from tourism development and were unwilling to invest in cultural relics protection. In this regard, we must strengthen the division of responsibilities in tourism management, unify and coordinate, straighten out the management system, and at the same time correctly implement the Law on the Protection of Cultural Relics and increase the protection of cultural relics.

3. Establish a distinct image and build a folk tourism brand.

Uniqueness is an important feature of folk tourism resources. As the saying goes, "one trick is fresh, you can eat all over the sky." Only in this way can we form a selling point and not be replaced. Qingdao has many selling points in folk tourism, which can't replace each other and form a win-win situation.

As for the dispute between Shijiazhuang and Wangjiazao as the first village of folk tourism in China, there are great differences in the content and development history of folk tourism between them. Shijiazhuang is famous for its "farmhouse music", while Wangjiazao is dominated by "fisherman music". Shijiazhuang is a new folk tourism village, which developed early and had great influence. It is appropriate to call Shijiazhuang "the first village of folk tourism in China", and Wangjiazao can be positioned as "the first village of marine folk tourism in China". Judging from the materials I have at present, there is no such position in China. This not only avoids the "shadowing effect" brought by Shijiazhuang to Wang Jia soap, but also highlights the marine folk characteristics of Wang Jia soap. The best competition is to avoid competition. In this regard, Yangjiabu has done a better job. It is positioned as "China Folk Art Heritage Village" with the theme of characteristic folk customs, with outstanding features.

4. Internal alliance and external competition

Facing the folk tourism from Jiangsu and other provinces with the theme of Xu Fu Du Dong, Xu Fu Festival in Jiaonan and Longkou must first unite on the basis of coordination and compete with other countries. Because of the similar resource characteristics and geographical location, internal competition can only lose both sides. In practice, Xu Fu Festival can be held alternately between the two places every year, or it can be supplemented by one place as the main place. You can also separate the annual Chui Fu Festival and hold it in two places to avoid holding it at the same time.

This method is also applicable to the Golden Week of the Spring Festival, which is the "three wins in Jinan". "Jinan Sansheng" held similar folk tourism activities during the Spring Festival Golden Week. It is better to join hands with the outside world than to fight internally. If we look at the three famous scenic spots of Qianfo Mountain, Baotu Spring and Daming Lake separately, their influence is not as good as that of Mount Tai and West Lake. However, if "mountains, springs and lakes" join forces and complement each other in resources, it will be more attractive to tourists to form a fist product of folk tourism in Quancheng and attract more tourists to Jinan at preferential prices.

5. Integrate tourism resources to become bigger and stronger.

Take Heze as an example. Heze, as the largest peony production base in China, can hold a national peony flower promotion conference every winter. People can not only enjoy the fragrance of peony in cold winter, but also trade flowers and trees, killing two birds with one stone. In addition, Heze is a famous "hometown of drama" and "hometown of martial arts", where more than a dozen local operas such as Zaobang, Liu Zi Opera and Lubangzi coexist at the same time, which is rare in cities at the same level in China. The unique folk customs of Heze, such as dough sculpture and Lu Jin, can also be developed into "folk museum" and folk ecological protection area, and together with peony, they can create four seasons of Heze tourism.

Heze City is currently hiring relevant experts to draw up a tourism development plan, with peony, water margin and Yellow River tourism as the main line, covering the city's folk culture and human landscape, in order to build a scenic spot pattern all year round and make a fuss about it all year round. If Heze Peony successfully marries the Yellow River and the Water Margin, it will fundamentally get rid of the embarrassment that the local tourism industry has only walked on one leg for many years.

6. Strengthen the development of tourism.

In this regard, canal folk tourism, water margin folk tourism and Yellow River Delta folk tourism urgently need to increase tourism development. In order to strengthen the study of Liangzhu culture, Liangzhu Culture Research Association can be established. In the development and utilization of Liangzhu culture, Liangshan, the learning place of Liangzhu, can be built into a mountain of love cradle; Restore the location of Liangzhu Tomb in Ma Po, Weishan County to Liangzhu Temple in Ming Dynasty, and build Liangzhu Love Culture Park. Through the research, development and utilization of Liangzhu culture, more favorable conditions are created for the construction of Jining cultural city. Although there is no "800-Li Liangshan Shui Bo" in Liangshan, there is a folk culture of Shuihu, so we can start with folk tourism to attract tourists from southwest Shandong, northwest Shandong and even the whole country.

7, the preparation of the province's folk tourism planning.

So far, there is no special folk tourism planning in the whole province, which is not commensurate with Shandong's status as a province with large folk tourism resources and folk tourism. Foreign tourism experts have said that Weifang is the center of folk tourism in Shandong Province, and folk tourism in Shandong Province can be planned in a unified way on the basis of the "Thousand Miles Folk Tourism Line", introducing marine folk tourism in Shandong to the east and connecting canal folk tourism, water margin folk tourism and Heze folk art tourism in southwestern Shandong to the west, thus forming a folk tourism line across Shandong Province. In this way, it will revitalize the folk tourism activities in Shandong Province, expand the status and influence of Shandong folk tourism in the whole country, and promote the leap-forward development of Shandong folk tourism.