Does tourism planning make money?

Planning without feelings is all hooliganism. A real master planner must have the spirit of craftsmanship and creativity, and must have cross-border knowledge and vision; Must have the ability to digest policy and marketing knowledge; You must have a good cultural background and writing ability, and you should also have some life experience!

With the rise of China's global tourism, beautiful China, characteristic towns and other cultural tourism and cultural tourism industries, various landscape planning companies, design and research institutes and planning and operation teams have mushroomed. For a time, the merchants swam across the river, and the "planning gods" all appeared, and the masters were like clouds. But strangely, according to statistics, most scenic spots in the country are not profitable. 90% of the homestays in the country are losing money. Mountains and rivers, manors, beautiful countryside or characteristic towns in many parts of the country are either "planning and design are one thing and actual construction is one thing" and cannot be settled; Or "looks" are surprisingly consistent.

So, how can we do a good job in project planning? What conditions, qualities and abilities should a real chief planner possess? An excellent landscape planner should have the following eight qualities and abilities.

1, strong feelings and sense of mission

In the impetuous era, economic interests have become the standard to measure everything. Some "ouchi experts" may laugh at my point of view: "In this era, who still believes that this does not make money? Everything is a rogue! "

Landscape planning is a complex systematic project, which integrates political, economic and cultural factors. The primary, secondary and tertiary industries need considerable enthusiasm, time, energy and wisdom. In the face of such a serious, solemn and grand project, how can we do a detailed and comprehensive study without feelings and a sense of mission? How is it possible to overcome all kinds of difficulties? How can we be thoughtful, innovative and creative? How can you treat everything in the project with the ultimate spirit? Or, to put it bluntly, only with feelings and a sense of mission can we have a strong interest and sense of responsibility for the project, pour our enthusiasm and wisdom, and build the project as well as polishing works of art. With such input and intention, the project can be excellent and have considerable economic and social benefits.

For example, Chen Xianghong in Wuzhen and Song Weiping in Greentown are not "carving" their own projects with strong feelings and a sense of mission. On the contrary, many domestic projects are "one side of a thousand towns", "one side of a thousand villages" and "one side of a thousand landscapes" because the planners are too impetuous, too smart and too eager for quick success, and they do landscape projects with artistic characteristics with a purely commercial mentality.

2. Excellent innovation and creativity.

Creativity is the lifeline and selling point of landscape projects, the reason why consumers are willing to spend and spend many times, and the core demand for project survival and profitability.

Innovation and creativity mean the differentiation and uniqueness of the market. This differentiation and uniqueness is based on the actual situation and conditions, is the positioning and conception of counterpoint and benefit, is a masterpiece of nature, not a fake, big and empty style, not a whimsy that can't be landed. The innovation and originality of landscape projects are not only reflected in the overall positioning, conception and structure, but also in every layout, every link, every design and every service. Look at real kung fu in detail.

At present, the landscape industry, like the clothing and household appliances markets, has serious homogenization of projects and surprisingly consistent "looks". There is a joke: after reading the projects planned by a person or a company, there is basically no need to look at other projects planned by them. There is also a ridicule: many domestic planners are actually plagiarism masters. An important reason why many projects lose money and have no vitality and profitability is the lack of innovative ideas.

So where does innovation and creativity come from? This is a gift; It also comes from acquired learning, accumulation, precipitation, digestion, integration and promotion; More comes from the cultivation of sense of responsibility and mission. Anyone who is impetuous, eager for quick success and instant benefit and irresponsible can hardly have great innovation and creativity.

3, the ultimate craftsman spirit

Innovation and technology are two sides of a whole. Most people with innovative ability have craftsman spirit; Skilled people will pursue innovation and creativity.

Craftsman spirit refers to the spirit that practitioners are meticulous, strive for perfection and pursue perfection in their own products, with the aim of creating excellent products that cannot be compared with other peers. In short, the craftsman spirit is the spirit of pursuing outstanding creation, improving quality and customer-oriented service.

Landscape engineering is actually a "product", but this product is more grand, more complex and involves a wider range. Therefore, landscape planning needs craftsman spirit more. The craftsman's spirit in landscape planning is reflected in the investment and meticulous degree of previous research; Second, it is reflected in the collection, analysis and truth of relevant materials, data and information; Third, it is reflected in the innovation degree of the whole project's conception, orientation, structure and content; Fourth, it is reflected in the whole service attitude and related details. Even if you look at the planning scheme he made, you can reflect a person's craftsman spirit between the lines and outside the table.

It is the most reliable to hand over the project to people with feelings and missions, people with innovation and creativity, and people with craftsman spirit. But strangely, when choosing a project planner in many places, the first thing to look at is the "facade" of the planner: for example, whether it will brag; Is it a big name; Is it a tall company? How many so-called success stories have you done? This is a typical government style and thinking. Because of this, many places are always fooled.

4. Professional knowledge and cross-border vision

To do landscape planning, of course, we must understand the rules, market conditions, principles, ideas, technologies, trends and so on. It should be emphasized that planners must have cross-border knowledge and vision.

The reason is that landscape planning is a comprehensive project, involving politics, economy, culture, geography, history, industry, agriculture and so on. The wider the knowledge, the wider the field of vision, the different depth and breadth of thinking, the different comprehensive control ability and positioning ability of the project, and the completely different degree of innovation, adaptability and height of the finally planned project.

For those students who have just graduated from school; Those who have only a little experience in a certain field; For those who have not been to many places and experienced different post exercises, can their schemes meet the comprehensive requirements of project diversity, multidisciplinary and multi-dimensional aesthetics?

Visible, a real chief planner, in addition to the necessary professional, should also be a saint, should know how to plan, design, operation, investment; I should have read that thousands of books crossed Wan Li Road; Should have done different jobs or industries. That is, refined and broad, expert and knowledgeable. From this point of view, people are not from the same class, but working in other industries at first may be better and more creative than those who have been doing planning or design industries.

5. Policy balance and market sensitivity

The so-called degree of policy control refers to the degree of understanding, digesting and grasping policies, as well as the ability to predict trends and social development.

For landscape projects, the first thing to eat is the policy meal. When planning a landscape project, we must know and be familiar with the relevant policies in time, so that the planning can be targeted and the policy support can be better won. The projects made can adapt to the national and local development trends.

The so-called market sensitivity is based on the perception, grasp, prediction and marketing power of the market and consumers.

Planning a project, just like manufacturing a product, must first make clear its product attributes, functional requirements, market positioning, consumer groups, service requirements and so on. Only then can it be targeted and vital. It is hard to imagine that a person without marketing knowledge or experience will put forward a good brand slogan; Will make accurate positioning to meet market demand.

"Value first, actual combat is king", which is the difference between knowing the market and not knowing it. If you don't understand the market and have no marketing experience, the plan you make will be beautiful, and it will be difficult to land without grasping your heart; Knowing marketing and planning may be a bit rustic, but it can go straight to the essence and create value.

6. Theoretical and practical driving forces

Landscape planning not only tests the theoretical level of planners, but also tests their practical experience. Theory, reflecting height, density and foresight; Actual combat, reflecting pertinence, applicability and field strength. An excellent planner should have both theoretical level and practical experience.

But at present, the common phenomenon is that most of the planning schemes are redundant in theory, insufficient in actual combat and flashy. The fundamental reason is that most people or institutions engaged in planning are academic. Many of these institutions and individuals, because of their simple experience, have not done it in the market or in the front line, and their planning is often too theoretical and idealistic to land.

7. Good cultural background and writing ability.

Culture is an essential element in natural landscapes, characteristic towns, beautiful countryside, ecological agriculture or other landscape projects, and even in many landscape projects, culture is the soul. This requires the planner to have a certain cultural background. In this way, he can better understand and grasp the project, so as to excavate, refine and activate the cultural elements of the project and make culture the most active and valuable vitality and competitiveness of landscape projects.

The cultural foundation mentioned here is not only cultural knowledge and literacy, but also an ability to understand, comprehend, refine and innovate culture. In this regard, many academic experts are not a problem. In addition to cultural and writing skills, it is also an indispensable "hardware" and standard for planners. Otherwise, how can you accurately present your own positioning and ideas? Sometimes, good writing skills can make up for the lack of experience and content.