To seize business opportunities in the cultural tourism industry, what aspects need to be paid attention to?

1. Regarding cultural industrialization

To be honest, I don’t agree with this, because the current culture is the rise of cultural craze under the leadership of the party and government, and it is an economic phenomenon. Not enough to become an industry. But culture has a characteristic, which is called the toad effect: small in size but loud in voice.

From a development perspective, should cultural industries be created or cultivated? Culture is created, not built, but we have the government’s restless hand and the market’s invisible hand, so we use culture to fool us. I don't agree.

In the final analysis, tourism is the foundation of cultural marketization, so cultural tourism has become the focus of the cultural industry,

creating an emerging pattern. Similarly, judging from the historical process, small towns will also have such a pattern in the future. Tourism is the basis for the marketization of small towns, so it is necessary to study the combination of resources and products, and the combination of products and markets. What is the method? Follow the deception, seize the opportunity, and take advantage of the policy.

2. The relationship between culture and tourism

Tourism without culture means the soul is out of body; culture without tourism means soul is out of body.

Culture is the soul of tourism. Natural landscapes form the power to shock the world. Cultural taste forms the power to refresh the soul. Tourism is the carrier of culture. Speaking of fundamentals, tourism, as a new way of life, is itself a concentration of culture, so tourism and culture are a natural combination.

Tourism is the carrier of culture, carrying cultural spirit, expressing cultural content and creating cultural forms. Fundamentally speaking, tourism is a new way of life, itself a concentration of culture, so tourism and culture are a natural combination, one becomes two, and two becomes one.

3. Protection and Utilization

In my opinion, protection is a means, utilization is a way, and development is the purpose. When doing tourism, the word development is taboo. Talk less about development and more about utilization. . When talking about development, it means building roads and building buildings. Is it okay to use it? Therefore, we cannot stick to the expert's vision and be limited to the field of experts. We must use the intangible to develop the tangible, and use the tangible to carry the intangible. This is a lot of misunderstandings.

Myth 1: Cultural fundamentalism, protection is paramount.

Myth 2: Being condescending, protecting the implicit interests of the slogan, and experts are supreme;

Myth 3: Burning the harp and cooking the crane, which is called to emphasize culture, actually destroys culture.

Myth 4: Emphasis on development, neglect of protection, and lack of cultural exploration. This is something that experts have always opposed, and I agree with it.

Misunderstanding 5: You keep saying you are people-oriented, but you are always and everywhere an enemy to others.

Integration is the most different path. My opinion is that protection requires an interest mechanism, or in other words, protection requires a motivation mechanism. Who has the motivation to protect? Behind the motivation mechanism there must be an interest mechanism.

Back to the issue of small towns, in addition to building fashionable towns, what are the other "characteristics" of ""?

When talking about characteristics in China, we must first talk about local characteristics. , the second is to talk about cultural characteristics, the third is to talk about national characteristics, these things have to be done, how to do it? This is not the strength of literati. The phoenix-tailed bamboos under the moonlight, and the Dai bamboo houses shaded by phoenix-tailed bamboos, are so poetic and picturesque. When I take a closer look, livestock are raised on the first floor, and people live on the second floor. Flies and mosquitoes are flying all over the sky. That is the original ecology, that original ecological energy Accept it? Impossible.

So what we call advancing with the times is basically people-oriented. Here I am talking about strengthening protection, downplaying development, strengthening utilization, integrating resources, strengthening practice, focusing on interests, strengthening harmony, and focusing on development.

Modern interpretation of traditional culture, modern products of traditional resources, and modern market of traditional products. Tradition is not combined with modernity. It has the significance of a museum, academic significance, and expert significance, but it has no market significance or tourism significance. Culture is the soul of tourism, characteristics are the foundation of tourism, environment is the root of tourism, and quality is the foundation of tourism.

Therefore, tourism workers pay more attention to the excavation of culture than cultural workers, they pay more attention to the creation of urban characteristics than urban construction workers, they pay more attention to the greening and beautification of the environment than environmental workers, and they pay more attention than environmental workers. Cultural relic workers pay more attention to the protection of cultural relics. Strengthening environmental protection and cultural diversity construction in tourist destinations will inevitably become a top priority for tourism development.

4. Tourism culture

Tourism culture can be summarized in three sentences: outstanding characteristics as the cultural form, rich taste as the cultural connotation, and humanistic spirit as the cultural essence.

The basic requirement for cultural forms is outstanding characteristics, not general performance, nor homogeneity. The main specific manifestations are: first, the uniqueness of resources, second, the uniqueness of architectural form, third, the uniqueness of the environment, and fourth, the coordination between the three.

The basic requirement of cultural connotation is rich taste. The main specific manifestations are: first, the richness of categories, second, the richness of taste, third, exquisite display, and fourth, the unity and harmony of connotation and form.

The basic requirement of cultural essence is the spirit of humanism.

For China, a country with thousands of years of imperial power tradition and official-oriented consciousness, the general lack of humanistic spirit is the biggest gap between us and developed countries in tourism, especially from the perspective of mass tourism, and the cultural innovation The most important work must first focus on caring and respecting people. In the architectural layout, we must pay attention to the reasonable structure and perfect functions. We must consider the guests at all times in the configuration of facilities, and strive to strengthen service awareness and improve service quality.

5. Cultural objectives of tourist areas

The quality level standard of tourist areas (spots) can be summarized into five levels and ten words: 1A level health, 2A level convenience, 3A level comfort , 4A-level perfection, 5A-level culture, step by step, inclusive, never-ending.

In terms of viewing, it can be summarized into five categories: wanting to see, being able to see, good-looking, enduring, and repeated viewing.

In specific operations, five key points need to be strengthened: difference, culture, comfort, convenience, and happiness.

Qianzhan Industry Research Institute points out that history cannot repeat itself, and experience should be sublimated, positioning with the first sight, digging with the second sight, and attracting with the third sight. Paying attention to the first impression area of ??the destination to form a cultural impact; improving the last impression area to form a cultural aftertaste requires a lot of effort.

6. Grasp the innovation of tourism culture

First, heterogeneous culture. As a tourist destination, grasping heterogeneous cultures is the basis for developing its own characteristics. It is necessary to promote Chinese characteristics overseas, promote local characteristics and national characteristics domestically, and promote its own characteristics locally. This requires studying issues such as historicization, nationalization, localization, and individualization in all aspects.

The second is homogeneous culture. Popular tourism requires commercial operations and modern facilities. From this point of view, every country in the world and every tourist area (spot) in the country are the same. For example, accommodation facilities, toilet facilities, and various public facilities must be raised to a cultural level to understand, operate, and strive to meet standards. This requires internationalization, modernization, and standardization. Guests want the best view, but absolutely hate poor toilets.

The third is the organic combination of heterogeneous culture and homogeneous culture. This requires some corresponding facilities to achieve heterogeneous appearance, homogeneous connotation, nationalized form, and modern content.

The fourth is management and service culture, which is essentially a homogeneous culture with interoperability and universality.

The fifth is to form five powers: visual shock, historical penetration, cultural attraction, life refreshing power, and joyful excitement.

If you have these five powers, you will be 100% successful. But the most difficult thing now is visual shock, which is a resource monopoly. What is really difficult to do is the latter things. Many places look good but are uncomfortable to stay in. So I would like to say two words: it’s nice to see, but we go abroad to see many places where the scenery is average, but the stay is comfortable. Many places in China are said to have great scenery, but the stay is uncomfortable. So they call it appreciable but not appreciable, and we call it appreciable but not appreciable. Can you combine them? It is both appreciable and appreciable.

7. Pay attention to details and get it right in one step

The feeling of culture is not only reflected in the big picture, but more importantly, in the details. Details create attraction, and details create competitiveness. It is often the details that make tourists feel bad.

But as designers, builders, managers and service providers, we often don’t pay enough attention to details, or even carelessly. It is precisely in the details that the distinction between writers and scholars is reflected, as well as the difference between superior and inferior writers. Meticulousness in details not only reflects the rigorous work spirit, but also reflects a deep humanistic caring attitude, thinking about guests at all times.