How to evaluate the increasing number of scenic spots in 5A?

Since the birth of the first batch of national 5A scenic spots in 2007, under the strict supervision of the National Tourism Administration, under the scientific management of governments at all levels, and with the joint efforts of all 5A scenic spots, the brand value of "National 5A scenic spots" has been continuously improved, and its brand effect has become increasingly prominent. It has not only become an inspection-free product for travel agencies at home and abroad, but also a cooperative object that they are eager to pursue. At the same time, the location of 5A scenic spot has also developed into a city with beautiful environment and harmonious ecology, a place with scientific development, health and civilization, and a pro-business, business-oriented, safe and prosperous area. Therefore, the brand of "national 5A scenic spot" is becoming the goal pursued by thousands of scenic spots all over the country, and the competition for creation is becoming increasingly fierce. We should have a correct understanding of the creation of 5A scenic spot.

First, improve the interpretation of standards and create orientation.

Many founding units have not fully interpreted the national 5A scenic spot creation standards and acceptance scoring standards, especially in improving the scenic spot level and service quality according to the scoring rules of service quality and environmental quality, landscape quality scoring rules and tourists' opinions scoring rules. The total score of service quality and environmental quality scoring rules formulated by the National Scenic Area Evaluation Committee is 1000, and the score of 5A scenic spots must reach 950. The total score of the detailed rules for landscape quality scoring is 100, and the score of 5A scenic spot must reach 90; The total score of tourist opinion evaluation rules is 100, and the scenic spot in 5A must reach 90 points. The scoring rules for service quality and environmental quality include eight major items, such as tourism traffic, sightseeing, tourism safety, health, post and telecommunications services, tourism shopping, comprehensive management and maintenance of resources and environment, and the scoring score is ***2 16. The national 5A-level scenic spot is the highest-level tourist area in China at present, which embodies the world taste in terms of ornamental and recreational value, historical and cultural scientific value, rarity, scale richness, integrity, popularity, reputation, market radiation and theme promotion. The National Tourism Administration carries out the evaluation of 5A-level tourist areas, aiming at integrating and building a number of scenic spots with high resource grade, excellent product development, good scenic spot management, international competitiveness and real domestic benchmarking, further optimizing the tourism structure, changing the growth mode of tourism economy, speeding up the construction of tourism quality products, launching "world-class tourism quality products" and promoting the coordinated development of tourism elements. This requires us to change from "big" strategically to fully standardize from eight aspects: tourism transportation, sightseeing, tourism safety, health, post and telecommunications services, tourism shopping, comprehensive management, and resource and environment maintenance; Focusing on "one purpose (people-oriented), two characteristics (ecological naturalness, geological uniqueness) and three conditions (accessibility, comfort and appreciation), we should focus on tourists, emphasize people-oriented, lead the development of tourism with Scientific Outlook on Development, guide the development of national tourist attractions in the direction of internationalization and standardization, and further enhance China's competitiveness in the global tourism market.

Second, raise awareness of brands and create added value.

Many founding units mistakenly think that the difference between 4A scenic spot and 5A scenic spot 1A is that the scenic spot area is larger, the visitor center is more beautiful, and there are more star-rated toilets. If 4A scenic spot represents the national scenic spot standard, then 5A scenic spot represents the world-class quality. In terms of hardware requirements, 5A standard only puts forward higher, finer and clearer requirements than 4A standard in details and quality, and the most essential difference is mainly reflected in the requirements of culture and characteristics, that is, the service tenet of "people-oriented" runs through the main line of 5A standard. 5A-level scenic spots pay more attention to the humanization and details of scenic spots, and around creating a comfortable and beautiful tourism environment for tourists, the standards have formulated many detailed rules with rich connotations. The first connotation is characteristic: tourists' leisure facilities require outstanding characteristics, artistic sense and cultural atmosphere. The requirements for specific hardware facilities are very clear, the parking lot is beautiful, the pavement features are outstanding, and the waterways are clear. For scenic spots, signs, graphic symbols of public information, public rest facilities, garbage bins and the appearance of scenic buildings all require highlighting local characteristics. The second connotation is culturality: culturality is another new word appearing in 5A standard, which mainly includes two aspects, which require not only improving the overall cultural level of scenic spots, but also creating a cultural atmosphere with local characteristics. The third connotation is people-oriented: the concept of "people-oriented" runs through the essence of 5A, and it is precisely because of the improvement of this concept that 5A has risen to the international level and the tourism industry in China has been promoted to a new height. People-oriented service tenet should run through creative work, putting tourist experience in the first place and providing humanized service, which are the core values of creative work. It is particularly noteworthy that in the process of creating "5A", we must attach great importance to tourists' opinions, do a solid survey of tourists' opinions, and ensure the objectivity, convenience and effectiveness of tourists' feedback.

Some city and county leaders blindly set the goal of "successfully creating a national 5A scenic spot within the year" in the task arrangement at the beginning of the year for the sake of development and achievements, regardless of their own conditions, but they did not give support in terms of funds and policies, did not coordinate the contradiction between the development and protection of scenic spots, and did not resolutely implement the comprehensive management of the internal and external environment; Just talk about it at the meeting, and talk about it later. Let the competent leaders and institutions run up and down, urge them to pay attention to formalism and not to practical work, and hope that the pie will fall from the sky. Therefore, deepening the understanding of the creation of 5A-level tourist attractions is conducive to objectively evaluating their own conditions, strengthening their confidence in the creation work, taking the creation work as a process and way to improve the tourism quality, making great efforts to identify the shortcomings, digging deep into the core competitiveness, and solidly improving the tourism quality of scenic spots.

In creative work, there are two tendencies that need attention. One tendency is springboard mentality. Some tourist attractions take the creation of 5A-level tourist attractions as a springboard to attract popularity, increase tickets and increase income. Another tendency is to cope with mentality. The founding unit can't focus on solving practical problems in tourist attractions. The reason is related to the professional ability of the person in charge, but more because he failed to adhere to systematic planning and guidance and arrange the work rhythm reasonably when determining the creative task. It is just a formal work, and there is no macro overall work plan.

Third, accelerate the upgrading of planning standards.

Detailed Rules 1 defines the weight of planning, and the second grade score reaches 25 points, which affirms the importance of planning work and the seriousness of planning results. Therefore, at the beginning of the establishment work, it is particularly important to entrust a professional planning and design agency to prepare a special promotion plan. However, in the actual operation process, "planning first" is difficult to achieve, and its difficulties are reflected in the following two aspects. First of all, it is difficult to understand the meaning of planning, and many practical workers cannot understand it. It is hard to accept the meaning of spending millions or even tens of millions on one or two planning and design texts. Secondly, the planning content is difficult to implement. In the process of planning implementation, faced with special circumstances such as tight time and heavy tasks, and even the influence of leaders' wrong views on achievements such as GDP and land finance, relevant departments often have to partially or even completely ignore the planning content and change the scientific planning and design at will, resulting in the seriousness of planning being trampled on and the rationality of planning not being realized. Therefore, to implement the planning results, we must first ensure its seriousness, but also carefully study the changes and abolition of the planning. In particular, some binding and guiding provisions often need to be carefully examined and demonstrated by experts and should not be easily abolished.

So far, some scenic spots have not prepared special plans for scenic spots, and the tourism development of scenic spots is in a dilemma of no rules to follow and no rules to follow. Although some scenic spots have prepared special plans, they have not really implemented them. What's more, many scenic spots lack special marketing planning schemes, and even if there are schemes, they are often not new. They not only have a vague understanding of the basic concepts of marketing methods and models, but also have a relatively backward grasp of activities, channels, carriers and opportunities. They also lack advanced ideas and scientific methods on how to shape the brand of scenic spots. It is particularly important to emphasize that "urbanization of scenic spots" is a common problem in many scenic spots at present, and it is also the most stubborn disease that violates the standards of 5A scenic spots. Its harm lies in that tourism planning mechanically applies the concept of urban planning, follows the thinking of urban planning, and blindly applies the theoretical system of city and garden to the development and construction of scenic spots, which leads to the failure of tourism planning and even brings irreparable losses to the development of scenic spots. Therefore, tourism planning should start from the perspective of tourists, fully realize that in the era of leisure tourism, tourists are pursuing a kind of spiritual relaxation and the return of human nature, emphasizing the experience of "people-oriented, harmony between man and nature". Under this premise, it is natural to fully study the market, take the market as the guide, create attractive tourism projects and products, and reach the standard of 5A scenic spots, and it is more logical to realize the leaping development of scenic spots.

The purpose of compiling the promotion plan is to effectively guide the creation of 5A tourist attractions. For the scenic spots lacking special tourism planning, the systematic planning of scenic spots can be improved, including the overall planning of scenic spot development, detailed planning of control, detailed planning of construction and project planning.

For scenic spots with various special plans, the promotion plan can create standards and scoring rules around 5A, carefully examine the shortcomings of scenic spots and put forward corresponding adjustment planning plans. At the same time, in view of the phased tasks of the creation work, targeted solutions are put forward, which can not only make the development and construction, operation management, service quality and marketing promotion of the scenic spot meet all the creation standards, but also highlight the selling points of competitive differentiation and uniqueness from the perspective of being superior to the creation of competitors, thus fully ensuring the success of the creation work.

Fourth, improve the basic construction of scenic spots and build overweight.

Infrastructure construction, amusement facilities construction and supporting facilities construction of tourist attractions are the key points of acceptance evaluation of 5A-level scenic spots. Combining the standards of landscape quality and environmental quality, comprehensively improving and upgrading the infrastructure of tourist attractions can provide a very heavy "weight" for the creation of 5A-level scenic spots. The construction of scenic spots embodies local characteristics and culture. It is necessary to strengthen the improvement and upgrading of landscape facilities and tourism infrastructure from the aspects of landscape quality and environmental quality, including speeding up the construction of tourist centers, tourist roads, guidance systems, sanitary facilities and safety facilities inside and outside the scenic spot, and at the same time improving related supporting facilities from the perspectives of consumption system and profit system of the scenic spot, including catering, recreation, accommodation reception and shopping consumption. In the 5A standard, it is particularly emphasized to highlight "characteristics" and "embody culture". Therefore, a scenic spot that meets international standards is a tourist destination that can fully highlight local characteristics and local cultural atmosphere. In the creative practice, there are five evaluation projects, including visitor center, hiking trail, garbage bin, toilet and marking system, which have the common characteristics of relatively long investment and short promotion period. These five evaluation items account for 18.3% of the total, but the total score reaches 370. If any of these five items becomes a weakness, it is impossible to declare a successful tourist attraction.

1, improve the function of the visitor center.

Visitor Center: Its information consulting service function can effectively facilitate tourists' travel. In addition, it also has the functions of publicity and display, booking, ticketing, rescue, accepting complaints, shopping and so on. Especially in the network era, the publicity and display function can completely transcend the regional concept of scenic spots and directly connect with the whole world through the network, and the application of new technologies such as 3D tour guides and virtual scenic spots can double its effect. The score of "Visitor Center" in "Detailed Rules 1" is as high as 70 points, ranking first among the secondary indicators, showing its weight. A well-served tourist center will play a vital role in the tourist experience, especially the 5A-level tourist attractions are under the pressure of the proportion and scale of inbound tourists. In addition, the visitor center is a comprehensive service hub and a base for implementing low-carbon tourism. Specific measures include the allocation of ecological parking lots, the application of ecological technology in architectural design, and the use of equipment and facilities with high environmental protection technology as much as possible.

2. Highlight the characteristics of hiking routes.

Trail is the vein of the scenic spot, which should not only have the function of use, but also be in harmony with the environment. Scenic roads are an important part of gardens, which play the role of organizing space, guiding tourists, connecting scenic spots and providing rest places. Its planning and design can refer to the traditional garden road design, such as "fighting snake" and "changing a song", pursuing meaningful and implicit artistic conception and increasing the spatial level of scenic spots.

Among the three indicators, "trail" scored extremely high, with only two sub-items, with a score of 20. "Tour" takes the trail as the carrier. In any scenic spot, the connection between recreation behavior and trail is the longest. And the investment in improving the trail is not big. Therefore, the design of the trail should permeate the concept of ecological protection, fully combine the transformation of the logo system, fully respect and uniformly use the original culture, and adopt eco-friendly materials, so that the bonus effect will be very obvious. In addition, the comfort and artistry of the pedestrian walkway can greatly meet the consumer psychological expectations of tourists, and will directly affect the overall impression evaluation of tourists.

3. The layout of trash can is reasonable.

"trash can" is another key point for the four-level index to reach 20 points. The frequency of tourists handling garbage cans in scenic spots is much higher than that of telecommunications, communication, post and telecommunications, water supply and other infrastructure. Therefore, trash cans should emphasize culture and artistry, and pay attention to scientific layout. Moreover, according to the results of capacity calculation, the layout of garbage bins should be consistent with the capacity of tourists and the frequency of use to avoid uneven use of garbage bins.

4. Improve the quality of tourist toilets.

"Toilet" is the most intuitive and impressive tourism quality for tourists, and it is also the most important evaluation factor. Therefore, it is necessary to strictly follow the requirements of GB/T 18973-2003, and all of them will reach the standard of three-star or above, thus greatly improving the quality of toilets. So we should do the following four things. First, it embodies cultural characteristics; Second, pay attention to maintaining good health; Third, according to the capacity of tourists, scientifically estimate and reasonably arrange the density of toilets; The fourth is to emphasize humanized service and reasonably consider the needs of special people.

5. Establish and improve tourist signs.

"Tourist signs" is the most important content in creative work. On the one hand, it is important because the evaluation items related to IT score 49 points; On the other hand, among the three detailed rules, the content directly related to tourist signs scored 195. At the same time, two of the 17 survey items in Detailed Rules 3 are also directly related to "tourist signs". For the creation of tourist attractions with a total penalty space of only 50 points, the importance of tourist signs is self-evident. Most importantly, tourism experience is a scientific and subtle psychological experience process. Careful and accurate work will enhance the positive evaluation of tourism feelings and affect the overall impression and experience. In the design, in addition to meeting the relevant national standards, we also need to do the following: First, combine the landscape environment; The second is to reflect the harmony between man and nature; The third is to reflect the unique humanistic care of local scenic spots; Fourth, the durability of materials.

6. Develop rationally and strengthen resource protection.

The formulation of promotion planning should consider the development of tourism resources, the development of tourist market, the design of tourism products, the determination of development strategy of scenic spots, the design of management system and the design of profit model. Tourism resources are the premise and foundation of tourism development, and tourism development and resource protection both restrict and promote each other. In the process of development, we should pay attention to the following points: first, highlight national and regional characteristics; The second is the coordination of traditional culture, modern civilization and natural scenery; The third is to avoid over-exploitation and give consideration to economic, ecological and social benefits. Therefore, through the creation work, we will accelerate the development of 5A-level tourist attractions to boutique tourism.