Eight strategies make your scenic spot unrepeatable!

From the perspective of tourism planning and development practice, this paper briefly summarizes the following eight strategies to promote the cultural theme of tourist attractions.

First, explore the source of culture and core values.

The core elements of tourism resources and even regional context are: historical relics, architectural blocks, religious places of worship, economic and cultural sites, eco-tourism settlement environment, regionalization factor environment, regionalization facility material environment, regional economic comprehensive environment and so on.

For cultural scenic spots with profound cultural origins, we should trace back to the source of culture and fully tap the highlights of literature, history, celebrities, legends and folk customs.

Through the way of cultural traceability, taking Mulan Mountain as the cultural origin, the Mulan Cultural Tourism Zone in Huangpi, Hubei Province, excavates Mulan's culture of loyalty, filial piety and benevolence, binds the surrounding four scenic spots of Mulan Wu Yun, Mulan Grassland and Mulan Tianchi, and attaches a complete cultural background and story of Mulan's grandmother's home, martial arts place, secluded place and sacrifice place, which has achieved great economic, brand and social effects.

At present, there are more than a dozen scenic spots with Mulan culture as the theme in huangpi district, such as Mulan Town and Mulan Lake. Tourism products with Mulan cultural trademark have spread to all aspects of economic life.

Second, cultural refining, refining characteristic value

Tourism characteristics are the key factor to attract tourists and the soul of tourism resources development. Only with a distinctive personality can we have a distinctive image, vitality and competitiveness.

Cultural extraction is based on the connotation of characteristic culture, according to the classification of natural landscape and human landscape background, from the aspects of beauty, strangeness, scale, scientific research, history, religion, entertainment and so on.

Analyze the connotation of each factor, highlight the unique regional advantages, draw the most monopolistic essence to show and enhance the core cultural elements, deduce cultural images, create the "best" landscape, and effectively extract cultural characteristic values.

Mount Tai is rich in culture, with the integration of Confucianism, Buddhism and Taoism, as well as the imperial culture and inscription culture that have been deposited for thousands of years.

In recent years, the relevant departments have extracted the core concept of "peaceful and prosperous times" from the folk praying culture and emperor meditation culture in Confucianism, Buddhism and Taoism, and formed the cultural theme of "climbing Mount Tai for peace", which makes the cultural image of Mount Tai more prominent and more in line with the market. The theme of love culture in Hangzhou West Lake is also a typical case.

Third, cultural integration and integration of scale value.

On the basis of connotation analysis of cultural resource elements, cultural combination forms landscape scale, enriches collective value and shows the practical significance of cultural resource elements, namely, ornamental and recreational value, scientific value, historical value, cultural value and economic value.

Scale of tourism resources: refers to the number, volume and area of landscape objects. In a certain area, the tourism resources are dense and the types are rich, and the tourism landscape with a certain scale has more tourism value and scale benefits.

The combination of tourism resources should not only pay attention to the combination and comparison of natural tourism resources and humanistic tourism resources, such as: the common combination of mountains and rivers, the combination of mountains and vegetation, the combination of climate elements, the combination of mountains and rivers and buildings; We should also pay attention to the combination and coordination of various elements.

Tourism landscape combination: refers to the layout and combination of different types of tourism landscapes in the tourist area and its adjacent scenic spots. The types of tourist landscapes are diverse, different, relatively dense, close to each other, well coordinated and closely related in spatial distribution, forming a linear, circular or horseshoe-shaped arrangement of tourist routes, which is the best combination of tourist landscapes, so as to carry out diversified tourist activities and avoid the monotony and boredom of sightseeing.

In this respect, compared with other types of scenic spots, the combination of culture and nature has a more obvious scale advantage, and humanity and nature, history and modernity can blend harmoniously. Most famous tourist attractions in the world are a combination of culture and nature.

For large-scale tourist areas, we should also promote regional tourism development with culture. The West Lake, Xixi Wetland, Lingyin Temple, Song Cheng and many other natural and cultural landscapes in Hangzhou have formed a good interactive effect. Qiandao Lake and Fuchun River around Hangzhou 100 km have formed a cluster effect with it. Because the landscape and human landscape of these scenic spots are different, the regional landscape combination forms "1+ 1 >: 2", which greatly improves the cultural value.

Fourth, cultural deduction, expanding the original true value.

The promotion of cultural value should pay attention to the protection and inheritance of this original ecological culture, coordinate local life with international life, coordinate landscape diversification with service modernization, and create a tourist landscape with attractive landforms, distinctive national culture and heavy historical and cultural connotations, but not at the expense of nationalization, localization and personalization.

China is a country with a historical and cultural tradition of 5,000 years, with unique tourism resources and a self-contained spiritual system. Especially in ethnic minority areas and marginal closed areas, there are a large number of original ecological songs and dances and other cultural elements, which have high landscape value.

Therefore, we should pay attention to the structural balance between regional cultural individuality and ecological resources in tourism landscape planning, and explore the original ecological value of local context.

Large-scale live performance and cultural performance are two important modes of cultural interpretation in scenic spots. The former is to look at Pingyao and Dunhuang from the impression of Sister Liu in Lijiang. The latter's Legend of Song has been published in Hangzhou, Sanya, Jiuzhaigou and other series, which is an interpretation, strengthening and expansion of the cultural theme of local attractions.

Five, cultural activation, sublimation experience value

Tourists' experience of cultural tourism landscape is not only the experience of cultural noumenon, but also the overall feeling of cultural environment and cultural atmosphere. The combination of culture and nature, both natural tourism resources and humanistic tourism resources, set off each other, or form environmental advantages with ornamental value, or form scenic spots and landscapes, * * * all reflect its tourism value.

Its landscape value brings immeasurable spiritual strength to tourists, including aesthetic value, scientific value, cultural value and environmental education value. This spirit of value permeates the tangible tourism resources, leaving people with unlimited space for creation and imagination. Compared with the space limitation of tangible resources, this kind of creation and imagination is not only a kind of value appreciation, but also a kind of landscape activation and reconstruction, which is an important way to realize the multiple value promotion of tourism landscape.

The so-called cultural activation is to dig deep into and re-understand the value of tourism landscape, extract the cultural content, images and symbolic meanings contained in the tourism resources of scenic spots from multi-dimensional perspectives, and complete a series of changes from static to dynamic, from blunt to vivid, from sightseeing to experience, from products to formats, and then to recreation, vacation and residence.

That is to say, let "the underground things come up, the books come up, the dead things come alive, and the static things move", so as to comprehensively improve the taste and grade of the tourist landscape and effectively enhance the product value and tourist experience value of the scenic spot.

All kinds of products in theme parks are mostly the embodiment of cultural activation, and its activation methods include 4D, 3R and other modern scientific and technological means. Folk performances of some festivals also belong to cultural activation.

Six, cultural convergence, activate the induced value

Cultural convergence means that the landscape value is close to tourists' needs and tourism development points, and it is more aesthetic in terms of viewing and recreation, with a more compact itinerary and a scene closer to tourists' psychology, so that culture and tourism landscape are organically integrated, unified and coordinated with the ecological environment and original cultural atmosphere of scenic spots, forming a tourism and leisure model of situational participation, experience and amusement.

Therefore, it is necessary to enhance the attraction, appeal and affinity by creating atmosphere, creating environment and designing scenes, so that tourists can have a unique, unique and unforgettable feeling in their participation, and achieve the effect of being immersive and empathetic.

Seven, cultural implantation, superimposed market value

When the culture of resources is insufficient, or has no influence, and it is not convenient to excavate and upgrade, we can only implant a popular culture with market influence and temptation from the market and integrate it into products and formats.

At the beginning of Shenzhen's opening, as a small fishing village, it was the implantation of national culture into foreign markets that made splendid china, and the implantation of foreign culture into domestic markets made it a window to the world.

Eight, cultural promotion, enhance brand value

Marketing guru Philip? Kotler once pointed out that cultural factors are the most basic factors that affect the purchase decision. Tourism development has experienced the competition from tourism resources to tourism products, and now it is the era of landscape value promotion and brand competition. Building and building a unique brand of tourism culture is inseparable from the implementation of cultural marketing.

The tangible assets of resources can only bring limited profits, while cultural marketing, based on marketing planning and taking intangible assets such as culture as the core, can effectively enhance the added value of resources and maximize market attraction, which can not only bring excess profits to scenic spots, but also enhance the soul of scenic spots and further improve the cultural value of scenic spots.

The competition in the tourism market is not only the competition of products and prices, but also the competition of culture. The key to enhance the landscape value through cultural marketing is in-depth planning, attracting tourists with culture, retaining tourists with culture and winning tourism consumers with culture. Therefore, tourist attractions must gain insight into the psychological needs of tourists through cultural marketing, highlight the cultural character of tourism products and services, and build a new cultural value chain.

With the help of cultural affinity and cohesion, various interests are closely combined to form a sense of identity in tourism consumption, so as to guide the focus of tourism consumers' attention, enhance the cultural image of tourist attractions, increase the added value of tourism landscape, and achieve the effect of * * * with tourists.

In a broad sense, there are museums, experience halls, theme hotels and homestays. All of them have elements of cultural interpretation, display, strengthening and activation. In addition, Marvel comics are cultural renewal, tourist souvenirs are cultural products, and Wenchuang District is cultural industrialization. These are the best places to publicize cultural themes, which will directly bring economic benefits to tourism and promote the industrialization of tourism culture.

To sum up, the promotion of cultural themes in tourist attractions is to scientifically and systematically extract cultural elements, strengthen cultural connotations and maximize cultural values through in-depth analysis, layer-by-layer stripping, creative integration, refining and refining, and even re-implantation.

Its ultimate goal is to build a hierarchical structure of tourism planning, planning, development and operation, and to aggregate it into the ultimate cultural form of value, custom, ceremony and lifestyle according to many reference factors such as the concentration, coordination, market demand and economic benefit of landscape elements, so as to refine and enhance the landscape value and promote the personalized product construction and brand construction of tourist attractions and regions.