How to "Fire" Bamboo Cultural Tourism

China is the country with the richest bamboo resources in the world, and it is also the first country to use bamboo and make full use of it. Bamboo is closely related to the cultural development of China. There are 187 words with "bamboo" as the radical in Xinhua Dictionary. There are countless practical products and handicrafts made of bamboo; Literary works praising bamboo abound. People worship and praise bamboo. Bamboo, pine and plum are also called "three friends in cold years", while orchid, plum and chrysanthemum are also called "four gentlemen in flowers". "When there is a knot before it is unearthed, Lingyun is still modest", which is very appreciated by China people, and it is also a criterion for being a man. Su Shi wrote, "Eating without meat is better than living without bamboo". In the history of China, there is a folk custom of "the worship of bamboo ancestors and dragons" and "firecrackers singing in unison to pray for peace". Bamboo culture is an important part of China traditional culture. People praise bamboo as "the symbol of oriental beauty" and China as "the country of bamboo culture". The extensive attraction of bamboo culture and its characteristics is the potential of bamboo cultural tourism market. The development and utilization of bamboo culture and the development of bamboo cultural tourism are of great significance for enriching tourism content, improving tourism cultural taste, highlighting national cultural characteristics and developing tourism. Development and utilization strategies of bamboo cultural tourism resources. Protection and Development of Bamboo Germplasm Resources There are more than 400 bamboo species and about 3.6 million hectares of bamboo forests in China. The scenic spots for bamboo appreciation include Zhejiang Anji Bamboo Town, Jiangxi Ji 'an Bamboo City, Jiuhua Minyuan Bamboo Sea and Sichuan Changning Bamboo Sea. Jiangxi Xinfeng Extra-large Phyllostachys pubescens, Guangxi Huaping Phyllostachys pubescens, Hunan Yuanling Feixiang Phyllostachys pubescens, Sichuan Chongqing Cizhu, Anhui Chizhou Luohan Phyllostachys pubescens, and Sichuan Jiang 'an Bambusa are fascinating. The effective protection of bamboo germplasm resources is an important prerequisite for the development and utilization of bamboo cultural tourism resources. China has completed the general survey of bamboo resources. In addition to protecting bamboo germplasm resources through national forest parks and scenic spots, bamboo introduction gardens and bamboo parks have been specially built in many areas to protect and utilize bamboo germplasm resources and bamboo species diversity. 2. Bamboo Culture Landscape Construction (1) Bamboo and China Gardens China Gardens have always been called "silent poems, three-dimensional paintings", and bamboo has been widely used in gardens, forming a set of theories and methods. Such as various methods of bamboo landscaping, various methods of garden plant classification, architectural methods of bamboo landscaping and so on. The earliest record of gardening with bamboo can be found in Notes on Collecting and Recording: "The first emperor started from an empty platform, surrounded by treasures and poverty, and got bamboo in Yungang Plain." During the Tang and Song Dynasties, culture and art reached unprecedented prosperity, and poems, books and paintings all developed, especially bamboo slips. Bamboo is used to symbolize the integrity of literati, who appreciate and praise bamboo from different angles and write its graceful and elegant charm. Modest and noble, proud of the charm of vanishing cream. During this period, the gardens in China developed greatly on the basis of "natural landscape gardens" in Wei, Jin, Southern and Northern Dynasties. Among the "Wangchuan" planned by Wang Wei, a scholar in the Tang Dynasty, there are bamboo scenes such as "Golden Bamboo Forest" and "Bamboo Pavilion". The "Shoushan Genyue" personally planned by Evonne, Song Huizong is a typical representative of bamboo gardening in the Northern Song Dynasty. From Li's Notes on Famous Gardens in Luoyang in Northern Song Dynasty and Notes on Gardens in Southern Song Dynasty, it can be seen that bamboo gardens were quite extensive and reached their peak in Tang and Song Dynasties. Gardens in Ming and Qing Dynasties inherited the traditions of Tang and Song Dynasties and formed local styles. Among them, gardens in the south of the Yangtze River, represented by gardens, reached a peak in the late feudal society of China. The combination of bamboo with rocks, water bodies and buildings, and the resulting bamboo forest landscape, is one of the biggest characteristics of Jiangnan gardens and Lingnan gardens. The development of bamboo garden has entered a mature stage. Ji Cheng's "Gardening and Metallurgy" and Wen Zhenting's "A Long History" both made detailed and incisive exposition on bamboo gardening. Six famous gardens in Suzhou, such as Canglang Pavilion and Lion Forest, as well as Yangzhou Geyuan and Huizhou Xiaoyao Hall, are excellent works of bamboo gardening and become models. Bonsai is an important branch of garden development in China. Bonsai made of bamboo can be seen on many celebrity scrolls in the Song Dynasty. By the Ming and Qing Dynasties, the bonsai of "Three Friends in Cold Years" had been widely circulated, and the production and appreciation of bamboo bonsai were introduced in Textual Research and Qunfangpu. There are many fine products in bamboo bonsai today. For example, Zhou Shoujuan's Seven Sages of Bamboo Grove and Interesting Pictures of Bamboo, as well as Yangzhou's Stagnant Flowing Water in Hunan, Green Leaf Map, Bamboo Forest Escape, Dongpo Heritage and many other bamboo bonsai treasures. Bamboo gardens, bamboo landscapes and bamboo bonsai in China gardens play an important role in today's tourism industry. Famous bamboo gardens include Chengdu Wangjiang Park, Jiujiang Cuizhu Garden, Shanghai Pudong Zhuyuan New Village, Dujiangyan Qingshan Bamboo Garden and Chongqing Jinyun Mountain Scenic Area. Chongqing Bamboo Garden, Ji 'an Bamboo Garden and Ningbo Bamboo Introduction Garden are under construction. (2) Bamboo and architectural landscape. Bamboo not only grows fast, but also has the characteristics of light weight and convenient processing. In the Neolithic Age, the ancients used bamboo to build houses. Bamboo Slips in the Northern Song Dynasty elaborated the function, scope and construction technical specifications of bamboo in architecture. Bamboo houses of Dai and Jingpo nationalities in southern Yunnan are the characteristics of local houses. Because the bamboo pole is different from other building materials, it has a special charm. Bamboo is widely used in gardens, such as the bamboo building, bamboo railing, bamboo ceiling, bamboo wall hanging, bamboo tables and chairs in Shanghai Anton Park. Nanmu Village in Jinyun Mountain, Chongqing. There are exquisite bamboo corridors in the bonsai garden of Shanghai Botanical Garden, Liu Zhuang and Huagang Park in Hangzhou. In recent years, with the solution of bamboo anti-corrosion and moth-proofing problems, the innovation of bleaching and coloring technology and the development of new bamboo composite board, bamboo buildings are becoming more and more colorful, and there are many imitation bamboo products and glazed tiles, which show broad prospects for the artistry and diversification of garden buildings. During the period of 1984, a large bamboo building designed and built by the Yunnan Provincial Construction Department was exhibited in the "World Natural Wonders" exhibition in Zurich, Switzerland, causing a sensation. (3) Bamboo Culture Exhibition Hall. The bamboo culture exhibition hall can design exhibition projects from the aspects of bamboo germplasm resources, bamboo industry technology, bamboo architecture, bamboo food, bamboo arts and crafts, bamboo poetry and painting, bamboo musical instruments and so on. It can be said that the history of bamboo culture is a mirror of the whole history of human civilization. Therefore, the construction of bamboo culture exhibition hall is of great significance and has a wide appeal. Atlas of Bamboo Plants in China has been published by Forestry Press. "Bamboo series" are also coming out one after another. China has a vast territory and abundant bamboo cultural resources, which provides basic conditions for the construction of bamboo cultural exhibition halls. All localities can make full use of their advantages and create their own characteristics according to their own characteristics. In this way, it is not only conducive to the development of cultural tourism, but also conducive to the construction of regional culture. 3. Development of bamboo cultural tourism commodities (souvenirs) Bamboo handicrafts include bamboo carving, bamboo weaving, bamboo branches and bamboo knot modeling. (1) Bamboo carving. During the Spring and Autumn Period and the Warring States Period, with the emergence and development of bamboo slips culture, the bamboo carving technology of carving patterns and characters on bamboo utensils came into being. Bamboo carving techniques mainly include bamboo root carving, bamboo tube carving and bamboo slice carving. Historically, the bamboo carving art in China flourished in the middle and late Ming Dynasty, and two schools of bamboo carving, Jinling and Jiading, were formed in the south of the Yangtze River. Famous representative works include Pan Xifeng's Zhujushi Pen Container, Zhu Ying's Seven Sages of Bamboo Forest, Liu Rushi's Root Carving Buddha Finger, Liu Ruan's Ascending to Heaven, Shang Xun's Eight Kings Pen Container, and Wu Luzhen's Wang Junyong's Bamboo Pen Container. Jiading in Shanghai, Huangyan in Zhejiang, Shaoyang in Hunan and Jiang 'an in Sichuan are famous bamboo carving producing areas in China. In recent years, there have been many finely carved bamboo handicrafts. Shanghai's "Preface to Wang Tengting" bamboo slips micro-carving is one of the masterpieces. (2) bamboo weaving. China's bamboo weaving art has a long history. In recent years, due to the success of bleached defatted bamboo strips, animal products woven with bleached silk are beautiful, realistic, quiet and elegant, and have now developed into eight categories and thousands of varieties. Among them, white-tailed seabirds, white peacocks, white cranes, pandas and winged Shan Ying are well-known and called "Oriental treasures". (3) Modeling of bamboo branches, nodes and roots. Skillful artists use bamboo branches, joints and roots to create lifelike works of art through their ingenious thinking and exquisite work. Famous works include Deer in South Sichuan, Red Girl in Huangshan, Pu Xian Riding an Elephant on Mount Emei, Qin Wa and Monkey. All kinds of bamboo beasts in Zhejiang and small bamboo rafts in Lijiang River at various scenic spots are surprising, exciting and cordial. In addition, there are many bamboo handicrafts with both practical value and high ornamental value, such as the craft bamboo clothes made in Tianmu Mountain, Hangzhou, which are simple and elegant and are quite popular with the world. 4. Developing Bamboo Tourism Food "Witchcraft Thought" In ancient times, bamboo was considered as a sacred thing, and eating bamboo had "bamboo spirituality". This concept of witchcraft also exists in civilized society. Bamboo does not contain any toxin, and its medicinal and edible values are recorded in Li Shizhen's Compendium of Materia Medica, Sun Simiao's Qian Jin Fang and Hu Sihui's Diet. In medicine, bamboo leaves, bamboo shavings and bamboo juice are important Chinese medicines for resolving phlegm, clearing away heat and removing annoyance, and tender bamboo leaves can effectively treat irritability. China's diet is known as "the South is rich in bamboo shoots". Bamboo, bamboo shoots and other bamboo products can produce a variety of natural foods. At present, the main bamboo foods developed in China are bamboo shoots and bamboo shoot products, bamboo edible fungi, bamboo xylitol and bamboo juice drinks. A large number of famous bamboo foods have emerged one after another. 1992, Zhejiang Forestry College cooperated with Yuqian Winery in Lin 'an, Zhejiang Province to develop bamboo juice wine, which also passed away. Developing high-quality bamboo food is of great significance to facilitate home travel, enrich people's lives and promote healthy development. Open up the bamboo cultural tourism market 1. Positioning of Bamboo Cultural Tourism Market The bamboo cultural resources in China are rich in content and widely distributed. This provides sufficient resources for the development of bamboo cultural tourism in China, which is beneficial to the development of bamboo cultural tourism. However, if all localities do not pay attention to scientific research and unified planning and compete to develop and develop bamboo cultural tourism, it will be counterproductive, which will not only be detrimental to the development of bamboo cultural tourism, but also cause great damage and huge economic losses to bamboo cultural resources. This situation has been shown in the "cave fever" in previous years and the "artificial landscape" in recent years, and it must not be repeated. Using modern marketing theory and taking the market as the guidance, the research on the development and utilization of bamboo cultural tourism resources can provide practical and valuable research results for tourism departments (enterprises); It can largely avoid the loss caused by decision-making mistakes. Studying the market orientation of bamboo cultural tourism is the premise of effectively developing bamboo cultural tourism resources and developing bamboo cultural tourism. An important part of the research on the market positioning of bamboo cultural tourism is the choice of target market. It is required to comprehensively analyze the market demand, market structure, relevant enterprises entering the market and their own resources, technologies, funds and services, select the target market in combination with their own characteristics and advantages, avoid fierce competition, and then subdivide the target market to determine their own market development strategy and marketing strategy. On this basis, the product specifications, product characteristics and product development direction of tourism enterprises are determined. Take the needs of tourists as the central content of product (tourism project) design. Such products and tourism projects will be welcomed by tourists because there is a market that can meet the needs of tourists. For Jiuhua Mountain, a national scenic spot and a Buddhist holy place, Buddhism is its characteristic. "Sightseeing pilgrimage" is its main tourist market. To develop bamboo cultural tourism in Jiuhua Mountain, we can consider developing bamboo scenery, producing and selling bamboo handicrafts, displaying bamboo poems and paintings, designing bamboo cultural tourism activities and writing articles around Tibetan kings and bodhisattvas. The choice of this target market is convenient for giving full play to the resources and market advantages of Jiuhuashan, for the timely introduction and entry of bamboo cultural tourism products, for the formation and development of tourism characteristics of Jiuhuashan, and for the bamboo culture and Buddhist culture of Jiuhuashan to complement each other. 2. Bamboo cultural tourism promotion is a promotion activity that enterprises choose a certain period and a specific occasion to guide, inspire and stimulate target consumers to buy certain goods and services through infectious and attractive propaganda media. Promotion is an indispensable and effective marketing method to develop the bamboo cultural tourism market. How to design a low-cost, high-reliability and effective promotion method is a subject worthy of study for tourism enterprises. Publicity and promotion need systematic design and step-by-step implementation, with well-trained responsible persons and reliable organizational guarantee. The promotion of bamboo cultural tourism should not be underestimated. We should focus on the big picture and carry forward China's excellent traditional culture with a long history-bamboo culture. For a region, its bamboo culture should also be publicized in the history of cultural development in China. Such publicity and promotion can make tourists (including potential tourists) understand the cultural characteristics of the destination under the background of Chinese civilization, better generate tourism motivation and obtain better results. To do a good job in publicity and promotion, besides organizing and ensuring opportunities, we also need vivid, novel and interesting tourism activities to improve the quality of tourism services in an all-round way. Only in this way can we optimize the image of tourism enterprises and improve their reputation. 3. Development of Bamboo Cultural Tourism Products Tourism products are the ultimate goal of tourists' consumption and the material basis for realizing the economic, social and environmental benefits of tourism. Tourism products belong to service products. It has the characteristics of comprehensiveness, intangibility, non-transferability, timeliness and synchronization of production and consumption. How to explain and measure the quality of tourism products is one of the important problems faced by tourism managers. Since tourism products are service products, etiquette, attitude, speed and efficiency are important aspects that tourists feel. To improve the quality of tourism products, we must improve technology, facilities, train talents and strengthen management. To improve the quality of tourism products in an all-round way, we must also make a fuss about the design of tourism content, tourism projects and tourism routes. This is the key for tourists to travel to their destination (buy tourism products). The development of bamboo cultural tourism products should be guided by the concept of national chess game and overall development. First of all, we should do a good job in the survey, excavation and arrangement of bamboo cultural tourism resources, and then formulate the development, utilization and protection plan of bamboo cultural tourism resources according to market demand and resource characteristics, and clarify the development and utilization procedures and development priorities. In this way, all localities can implement effective development according to unified planning, and ensure that bamboo cultural tourism can obtain higher economic, social and environmental benefits. The development of bamboo cultural tourism products requires not only high service quality, but also fascinating tourism content, tourism projects and tourism routes. According to the unified planning, all localities can develop marketable bamboo cultural tourism products on the basis of completing the research on the market positioning of bamboo cultural tourism. The author puts forward the following bamboo cultural tourism products for reference: 1, bamboo landscape (garden) sightseeing line; 2. Bamboo folk custom tour line; 3, bamboo poetry and painting, arts and crafts tour line; 4, bamboo science and technology tour route; 5. Bamboo food swimming line; 6. Bamboo Culture Festival.