Trend, in contemporary cultural values, has a more profound impact on the production and consumption of various countries, especially the production and consumption of tourism products. Because people's material needs are limited, once the material needs are met, more is the pursuit of cultural and spiritual enjoyment. Today, Chinese and foreign tourists are no longer satisfied with superficial sightseeing, but are eager to acquire knowledge through tourism activities, pursue spiritual feelings with a certain cultural realm, and seek deep beauty.
Appreciate Not long ago, the World Tourism Report made by the World Tourism Organization analyzed the trend of international tourism, and pointed out that in the 2 1 century, the demand for culture in the tourism market is increasing, and cultural tourism is increasing at the rate of 10 ~ 20% per year. Modern tourism has developed from traditional sightseeing to a higher level, and cultural tourism has become a fashion, showing a rapid development momentum. 70% of the consumption of European and American tourists is cultural tourism. In the past two years, the number of tourists and tourism revenue of the United States and France ranked first in the world, and two-thirds of the tourism revenue was related to cultural tourism. This is true of foreign tourism consumption, and so is domestic tourism. Cultural tourism is being favored by China tourists. The Forbidden City and the Great Wall in Beijing, splendid china in Shenzhen, ethnic villages in Yunnan, Terracotta Warriors and Horses in Shaanxi and many other tourism products with rich cultural connotations and outstanding cultural characteristics have become the first choice for people to travel. For example, a large number of Ming Dynasty plum bottles were unearthed from Jingjiang Mausoleum in Guilin, and were exhibited in Beijing Chinese History Museum on 200 1.
After hearing the media reports, 28 domestic and foreign delegations made a special trip from South Korea, Japan, Guangdong, Shaanxi and other places to Guilin. In addition to enjoying the beautiful landscapes, another main purpose is to appreciate the vases of the Ming Dynasty. In recent years, China has launched tours to Western European countries, Australia, New Zealand and New Matai. People are willing to spend so much money to participate in these tourism activities, mainly to appreciate exotic customs and high-quality culture. This phenomenon shows the humanistic charm of tourism culture in reality. Many domestic tourists have also put forward such slogans: educated tourism is the true meaning of tourism and a higher level of tourism; High-quality tourism means tasting culture and recalling culture; Finally play culture? All this tells us that tourism has entered the highest stage of competition.
-the stage of cultural competition. The rise and rapid development of cultural tourism is the necessity of tourism development. The essential attribute of tourism is culture, and the eternal motivation of tourism behavior is to feel cultural differences, explore culture and experience culture. In other words, tourism itself
It is an industry of production culture, management culture and sales culture, especially the construction and management of scenic spots. As researcher Wei Xiaoan said, the management of scenic spots is culture from beginning to end, while tourists' tourism activities are consuming culture, enjoying culture and buying culture. Some famous scenic spots often represent a unique culture, which itself is an enduring book. The so-called "three-point vision, seven-point connotation" lies here. However, tourism resources are not equal to tourism products. Only through cultural excavation, smelting, design and production can it become a tourism product. Therefore, tourism culture is the foothold and soul of modern tourism development, and it is also the foundation of tourism product competition. If you remove this soul, it will be unattractive, let alone competitive. The rise and rapid development of cultural tourism at home and abroad has been highly valued by the National Tourism Administration and tourism management departments at all levels. At present, the National Tourism Administration has added "cultural orientation" as an important content in the classification and evaluation of the quality grades of tourist areas (spots). Emphasizing the cultural connotation of tourist attractions (spots) from the classification and evaluation criteria is intended to require all localities to pay attention to upgrading the product grade of tourist attractions (spots) in order to further improve their international competitiveness. It has become the consensus of tourism industry that fully exploiting the cultural connotation of natural resources is an important foothold for the sustainable development of tourism in China.
Secondly, the present situation of Guilin's tourism cultural resources and the problems existing in the cultural construction of tourist attractions.
(A) Guilin has rich and colorful tourism and cultural resources.
Lively and colorful ethnic customs-Zhuang, Dong, Miao, Yao and other ethnic minorities living in Guilin have unique customs and habits, and have their own traditional customs such as architecture, diet, clothing, marriage and festivals, which constitute Guilin's rich and colorful ethnic customs and cultural resources. Song Sanjie has become the embodiment of Zhuang people's ability to sing and dance, and has become the enjoyment of these unique national cultures.
Renowned at home and abroad. Ancient and long history and culture-Guilin has a history of more than 2,000 years, and the Neolithic human sites and Paleolithic human sites1~ 50,000 years ago are well preserved. As the first batch of national famous historical and cultural cities, some scenic spots (spots) in Guilin have rich historical and cultural connotations, including Xing 'an Lingqu built in Qin Dynasty, Jingjiang Palace and Mausoleum in Ming Dynasty, Guihai Forest of Monuments with rich historical and traditional culture, Guilin Eighth Route Army Office showing the modern revolutionary course, and the Red Army's breakthrough in Xiangjiang Monument Park. The cave culture of Canruo Xinghe-Guilin is a mountainous area with complex terrain, rugged rocks, karst landforms and grotesque caves everywhere, forming unique peaks and caves.
Scenery. Such as reed flute cave in Guilin, Qixingyan and Fengyuyan in Lipu. From Yan Yanzhi, a famous poet in the Southern Dynasties, to Han Yu, Liu Zongyuan, Du Fu, Song, Li Shangyin, Zhang Jiuling and Hui Yuan in the Tang Dynasty, Su Shi, Fan Chengda, Zhang Xiaoxiang, Qin Guan, Huang Tingjian and Li Gang in the Song Dynasty, Shi Tao, Yuan Mei and Dai Qin, famous literati from Yuan to Qing Dynasty, great geographer and traveler Xu Xiake, and modern famous writers Guo Moruo and Dai Qin. This is a very rich and precious cultural heritage left by our ancestors. It not only records the historical features of Guilin from different angles, but also injects profound cultural connotations into its landscape. Rich and colorful water culture-Guilin is rich in water resources, and the annual rainfall is one of the four most concentrated areas in Guangxi, with an annual rainfall of 1.599.
~ 2 827 mm. Scholars of all ages spoke highly of Guilin's water, and there are many masterpieces handed down from generation to generation, such as the famous poem "Water is a blue ribbon, mountains are like jade hairpin" by Han Yu, a famous writer in the Tang Dynasty, and the "Guilin Landscape Song" by He Jingzhi, a famous modern poet, which is famous all over the world. The world-famous Lijiang River in Guilin is comparable to Xing 'an Lingqu in Dujiangyan, Sichuan, and a large number of scenic spots (spots) that people have long known, such as Qingshitan and Longsheng Hot Springs. Its beauty lies not only in water, but also in the history, meaning and architectural art of lakeside and riverside. Guilin, a potential eco-agricultural culture, is rich in animal and plant resources, with a forest coverage rate of 66. 46% and 65,438+0,465,438+05 species of plants. At present, there are 1593 species of animals in our region, which is one of the most widely distributed areas of wild animals in China. There are 8 nature reserves above the autonomous region level, including 2 at the national level; There are 5 forest parks in the autonomous region and 2 national forest parks; In recent years, forest tourism and agricultural tourism in Guilin have risen quietly. The Longji terraced fields in Longsheng, Guilin, the resources of Zijiang-Bajiaozhai, tea culture, wine culture, popular science knowledge of ecological agriculture, the attempt of practical skills in the field and the experience of rural life constitute Guilin's charming eco-agricultural tourism culture. Dignified and profound religious culture-Religion has been introduced into Guangxi since the Eastern Han Dynasty, and Buddhism and Taoism have been in Guangxi for nearly two thousand years. Among them, there are many ancient Buddhist buildings in Guilin, such as Buddhist temples, stupas, grottoes (mainly cliff statues) and statues, such as Xiangshan Temple in Quanzhou and Wu Wen Temple in Gongcheng. In addition, there are Christian churches and Islamic mosques. These buildings are exquisite in craftsmanship and touching in art, including architecture, sculpture, painting, landscape and modeling, and their contents are very rich. These are precious materials for understanding Guilin's religious culture. Unique architectural culture-there are many ethnic minorities living in Guilin, and the buildings are mainly dry columns, but the architectural styles are different. Malanmulou of Zhuang, Banlou of Yao, Diaojiao of Miao, Drum Tower and Bridge of Dong are all ancient traditional architectural forms, which are still very suitable for the geographical environment and climate characteristics of Guilin. In addition, there are many ancient bridges, pavilions, pavilions and ancient towns in Ming and Qing Dynasties, which constitute Guilin's unique architectural culture.
(B) Problems in the cultural construction of Guilin tourist attractions
In recent years, although all parts of Guilin pay more attention to the development, construction, publicity and packaging of sightseeing natural landscapes, some places pay attention to the development and holding of ethnic festivals, and some scenic spots (spots) also increase their cultural content in the form of ethnic customs performances, a considerable number of scenic spots (spots) have not been well explored and utilized. Even scenic spots
The cultural landscape inside only pays attention to the use of physical objects, but ignores the excavation of internal culture, and does not organically combine physical objects with intangible cultural connotations, making some cultural landscapes rich in appearance and boring in content.
In some local ethnic customs performances, some programs are not high in style, and even tend to be vulgar and over-commercialized? What is even more worrying is that some areas still stay in the stage of simply selling tourism products or even tourism resources, and have not made efforts in brand planning and brand operation. As a result, the cultural content of some scenic spots (spots) is obviously insufficient and the grade of tourism products is not good.
High, tourists to the scenic spots (spots) just glance at the landscape and physical objects, naturally not attractive to tourists.
In addition, the interpreters and tour guides of tourist attractions (spots) don't know much about the profound historical culture, rich ethnic customs, unique geographical overview and rich scientific knowledge contained in the scenic spots (spots), which makes the rich and profound cultural connotation of the scenic spots (spots) not fully displayed and publicized, and the tourists can't enjoy high-level culture, and their satisfaction is greatly reduced.
Third, build a tourism culture with Guilin characteristics and create tourism.
In the operation of modern tourism market, people realize from the fierce market competition that only by stepping out of the old road of low-level management of simply selling tourism products and implementing "brand strategy" can tourism flourish.
The road to exhibition. The building of tourism brand should be based on profound cultural connotation. From the narrow sense of using cultural resources, each scenic spot has its historical background, regional background and cultural accumulation of the scenic spot itself. Carefully analyze, collect, sort out and make use of cultural materials, especially those that can be expressed in the form of life, and demonstrate reconciliation in combination with the characteristics of tourists' needs.
It is said that it will add luster to the scenic spots and form new selling points and new scenic spots. The author thinks that we should build our own brand of tourist attractions from the following three aspects.
(A) update the old brand
Guilin's tourism resources are very rich, diverse and distinctive. Some tourist attractions have become well-known brands in the region and even at home and abroad through continuous development, construction and publicity and packaging. However, some time-honored brands only pay attention to the planning of natural landscape and appearance image, ignoring the depth of their cultural connotation, whether in product development, publicity and packaging or operation mode.
Mining, it failed to give full play to the brand effect. Therefore, the author believes that to build a new brand of Guilin tourist attractions, we must first upgrade the old brand. The renewal mentioned here is not a total denial of time-honored brands, but a deep excavation of the cultural connotation of these scenic spots and further enrichment of their contents.
Enhance the brand level.
We can explore the cultural connotation of existing time-honored brands from the following four aspects:
1. Excavate historical and cultural connotations
Most well-known time-honored brands have a long historical background and profound details.
Historical and cultural connotations, such as the reason why Guilin's landscape is "the best in the world", are not only
Because of its pure natural scenery, it is a magical and beautiful natural scenery and attachment.
Organic combination of heavy cultural connotation. Guilin is very famous in China.
Shanshui Cultural City has a history of more than 2,000 years, and 1982 was awarded to the State Council.
It was announced as the first batch of famous historical and cultural cities, represented by Zanbiyan and Baojiyan.
The culture of prehistoric ancient human sites is extremely precious; There are Jingjiang Wang Fu and Jingjiang Mausoleum.
The spectacular and complete history and culture of the Ming Dynasty buffer region represented by it is rare in the whole country.
Become a national treasure; There are also exile culture, imperial examination culture and anti-Japanese war literature from the Southern Dynasties to modern times.
Change? It is these rich and precious historical cultures and beautiful Guilin.
The perfect combination of natural scenery constitutes Guilin's cognition as a tourist city.
Famous brand and cultural background are the soul of Guilin landscape. I made a phone call in Guilin not long ago.
At the seminar of "Guilin's landscape is the best in the world" by the poet Wang of the Song Dynasty, people from all over the country
Experts and scholars all over the world have put forward that the development of Guilin tourism must be in nature and
Only when human resources development goes hand in hand can we truly realize internationalization, Guilin
Landscape must first play a good historical and cultural card.
Xing 'an Lingqu was built in the thirty-third year of Qin Shihuang (2 14 BC). It does not
China alone is one of the oldest artificial canals in the world. Belong to a country
First-class key cultural relics protection units. The construction of Lingqu connects the Yangtze River and the Pearl River.
The large water system, which constitutes the eastern and southern parts of China's water transport network, unified Lingnan by Qin Shihuang.
Played an important role. Lingqu is a splendid part of China's historical and cultural heritage.
Pearl is also a tourist attraction full of cultural connotations. Hinggan travel
Playing the card of "Qin culture" well can make people really understand the calendar during the tour.
History further stimulates the passion of patriotism.
2. Excavation of scientific and cultural connotation
The scientific and cultural value of tourist attractions is mainly reflected in its self-implication.
However, scientific knowledge and knowledge of various related disciplines. Such as karst landform
The causes of this phenomenon are related to Danxia landform, karst cave landscape and changes in karst caves.
The formation process and types of stalactites, the origin of hot springs and their utilization prices
Value, species and characteristics of animals and plants, many famous wooden buildings rely on tenons and mortises.
But can withstand hundreds of years of wind and rain, safe and sound, and other related geography, climate, geology,
Scenic spots contain rich scientific knowledge of architecture, animals and plants.
Points, scenic spots (points) if we can dig deep into this knowledge and integrate it.
According to the needs of different tourists, either in language or by a tour guide.
Simple explanations are more important than comparisons and pictograms that are the same everywhere.
It can not only stimulate tourists' interest, but also meet tourists' demand for knowledge.
Beg. 3. The excavation of literary aesthetic connotation
Another aspect of Guilin's famous brand culture connotation is: unparalleled beauty.
Natural scenery and countless poems, inscriptions and poems by literati in past dynasties
Even with other literary works, it can be said that there is no scenery and no poetry, and no poetry is not good.
Humanity and beauty are integrated, thus creating a poetic and picturesque cultural atmosphere.
Wai. The development, construction, publicity and packaging of Guilin tourist attractions should focus on rendering and strengthening this unique cultural atmosphere. For example, Han Yu, a great writer in the Tang Dynasty.
"Jiang Luodai, the mountain is like a jade hairpin", and the modern poet He Jingzhi's "Love One"
It is as deep as a dream and as beautiful as a dream, as long as it is carefully planned.
Operation will definitely make tourists come here, revel in it and linger. such as
These poems and songs are carved into monuments with natural strange stones and placed in scenic spots (spots) for viewing.
At best, beauty and beauty reflect each other, rendering a strong poetic feeling.
Meaning, make people appreciate the beauty of form and structure of landscape at the same time.
And read these well-known beautiful articles to arouse their aesthetic thinking and make them achieve it.
Reach the highest aesthetic realm of scene blending.
4. The excavation of religious cultural connotation
Religious culture is profound and rich in content. Religion and Religion in Guilin
There are *** 100 buildings, such as Xishan Cliff Stone Carvings, Xiangshan Temple and Wu Wen Temple.
Among them, Xiangshan Temple, known as the "First Temple in Southern Chu", was founded in the Tang Dynasty.
The emperor worshipped it five times. The theme of Emperor Kangxi's imperial book is "Benevolence of Longevity"
Qixia temple, a cliff stone carving, was built in the Tang Dynasty, with a deep hall and a large scale. If you are serious.
Excavation and arrangement can transform the advantages of Guilin's religious and cultural resources.
Advantages for the tourism market.
5. Excavation and arrangement of affiliated culture
Dependent culture mainly refers to the folklore or folk custom endowed by human beings to nature.
Story, which makes people's aesthetic turn to a single form of natural landscape more abundant.
Rich and colorful humanistic aesthetics, thus increasing the cultural connotation of natural aesthetics.
The affiliated culture of Guilin Natural Scenic Area is mostly related to mountains, water, rocks and caves.
The form of tubes is mainly pictographic, such as animals or characters. These natural landscapes
Accompanied by beautiful and moving legends, it is made up of
Simple becomes rich, rigid becomes vivid and energetic, and the scenery is beautiful.
Feelings are born from this. For example, the legend of Elephant Trunk Mountain and the legend of Sanjie Liu. Capable of becoming an organism
The powerful Guilin landscape is attached to the extensive collection and rooting of culture.
According to the historical background, regional background and national folk cultural background of different scenic spots
Rough machining and finish machining can also be necessary at the corresponding scenic spots.
Cultural atmosphere construction of affiliated associations.
(B) to create a new brand
1. Give full play to the charm of folk culture and start the brand of folk culture.
Guilin is a place where many nationalities live together, including Zhuang, Han,
Miao, Yao, Dong, Mulao, Hui, Manchu and other 4 1 ethnic groups have rich ethnic customs.
Folk custom is a kind of folk custom with obvious regionality, strong permeability and strong inclusiveness.
The humanistic phenomenon has a wide range and rich content, which is mainly reflected in human beings'.
Some interesting things with cultural characteristics in daily life. For a long time, everyone
People of ethnic minorities live, produce and struggle in this land of Guilin, and have created many.
Colorful national cultures have formed their own different production cultures and arts.
Technology culture, competition culture, craft culture, clothing culture and food culture.
Culture, life culture, marriage custom culture and festival culture constitute "people" in Guilin.
The national customs tourism resource system of "things take me as the foundation and people take me as the foundation". For example, the former country
Liu Yi, director of the Tourism Bureau, said, "National culture and folk customs are attractive tourism products, so we should try our best to develop them, improve them and refine them." Yeah, ghosts
If the folk culture of Lin can be carefully planned and expressed in various forms.
In short, it will certainly form a tourism brand with strong appeal.
2. Dig into historical and cultural connotations and build historical and cultural brands.
Most of the cultural landscape has historical value and is an intuitive history teaching subject.
Books are the witnesses and carriers of history, and they inherit these historical knowledge.
The excavation and utilization of commodities can make visitors know about human yesterday, so as to obtain
Get knowledge that books can't get. Such as Lingqu in Xing 'an League and Zheng Guoqu in Shaanxi,
Dujiangyan, Sichuan is known as the "Three Major Water Conservancy Projects in Qin Dynasty", which not only
This is China and one of the oldest artificial canals in the world. It's ancient,
The ingenuity has amazed Chinese and foreign experts, celebrities and tourists. Participate in Lingqu
Chinese and foreign experts and scholars of China Water Conservancy History Research Association agree that:
There was such a great project more than 2000 years ago, and it is still intact. This is
This is a miracle, not only in China, but also in the whole world. People evaluate Lingqu.
Swim as "you know the emperor for no reason until you reach the shore of Lingqu."
The long history has formed the splendid history and culture of Guilin, no matter in the world.
The ancient human cultural site 10,000 years ago was the first major battle of the Red Army.
-Breaking through Xiangjiang River, etc. Can stimulate tourists to Guilin and
Travel desire.
3. Make full use of celebrity cultural resources and give full play to the celebrity effect in scenic spots.
Based on the principle of respecting history and historical facts, according to the needs of tourists
Summarize the needs of brand creation, and excavate and sort out the names that have a wide influence in history.
The remains of Guilin people are a popular form for tourists, and
Proper packaging and publicity can give full play to the "celebrity effect"
One of the important ways to transform cultural resources into tourism products. The name of Guilin
Human culture has the following aspects:
One is the famous literati and celebrities who worked or traveled in Guangxi in ancient times. Among them,
Many people left behind many precious literary and artistic relics. Second, modern times
There are also contemporary foreign celebrities and state leaders who come to Guangxi, and they are all interested in Guilin.
Praise and evaluation are the most influential elements in Guilin celebrity culture.
Third, the senior leaders of our party and country in modern times.
Traces left by celebrities in Guilin's tourism investigation and their evaluation of Guilin.
Price, etc.
Fourthly, the famous legends in the history of China appeared in Guilin.
Things and military and political celebrities.
The development and utilization of celebrity culture can be determined according to the situation of different characters.
The cultural needs of scenic spots (spots) have different forms of expression. If it has a great impact on.
Powerful people can exhibit their comments or works on Guilin in the form of words.
Show it to expand the status and influence of scenic spots (spots); Yes, stay in Guilin.
Those who leave relics can also open their former residences and display relics.
Wait; For those who have legendary experiences, you can put their legendary classics
Calendar, legend story packaging, enhance the mystery and vividness of the landscape, from
And enhance the attraction. 4. Carry forward the cultural connotation of ancient buildings and reshape the brand of scenic spots.
Architects explain architecture in this way: "Architecture is a history book of stones",
"It is the condensation of inspiration, the footnote of history and the silhouette on the cultural horizon", Jane
In other words, architecture is a combination of material expression and cultural connotation, and it is a certain history.
A comprehensive portrayal of society, politics, economy, culture, morality and aesthetics in the period.
Some famous buildings also embody the principle that architects and craftsmen benefit mankind.
I want to talk about people's yearning for a better life. Therefore, the development of architectural cultural resources
The source is not the building itself, but behind its structural appearance.
Profound cultural meaning. This culture embodied in architecture is human.
The aesthetic value lies in digging it out for tourists to understand and appreciate.
Appreciation can transform architectural culture into a unique tourism product.
The long history of Guilin has left us many unique architectural heritages.
Production. Such as Xing 'an Lingqu in Dujiangyan, Sichuan, and Confucian Temple Wushu in Gongcheng.
Temples and so on. In addition, many buildings in the city are ingeniously built, rigorous in structure and unique in taste.
Distinctive and well-preserved ancient towns, pavilions, terraces, buildings, pavilions and bridges in Ming and Qing Dynasties.
Wait. , is a cultural relic of various historical periods. For these precious calendars
The historical and cultural heritage should be excavated and sorted out while taking effective protection measures.
Now they contain national spirit and historical knowledge, which is of great significance for strengthening Chinese descendants.
National cohesion and identity have special significance.
(D) Pay attention to the construction of tour guide culture, and add icing on the cake to brand attractions. As the disseminator of tourism culture and the guide and coordinator of tourism aesthetic behavior, tour guides have their own cultural literacy, aesthetic level and guiding power.
The art of tourism and the understanding of the connotation of landscape culture directly affect tourists.
Aesthetics and cognition of landscape culture. A knowledgeable, aesthetic and
A tour guide with strong language skills can make use of artistic language.
Ci, storytelling, learn from the aesthetic achievements of predecessors, combined with their own pro.
Experience, according to the aesthetic needs of tourists, skillfully guide tourists to appreciate.
Beauty and experience beauty make tourists "turn scenery into emotion" and gain the greatest aesthetic value.
Satisfied, emotions are fully cultivated, and the spirit is highly sublimated, thus making the scene
The value of ornamental culture can be greatly increased, and tourists also get excellent value.
God appreciates the scenery, recognizes and praises it. On the other hand, if the tour guide
The quality is not high, and I have a little knowledge or even a little knowledge of the cultural connotation contained in scenic spots (spots)
If you don't understand it at all, it will lead to excellent scenery, beautiful scenery and high taste.
The scenery was obscured by their guide. So, cultivate a culture.
High literacy, good internal temperament, strong language ability, love tour guide work and have
The tour guide team with good tour guide skills is the construction of Guilin tourism culture.
An important and urgent work in design.
In a word, Guilin tourism must attach importance to cultural orientation and development in order to reach a new level.
Excavate the cultural connotation of scenic spots (spots) and create Guilin's characteristic tourist landscape.
Order a new brand. Enhance the new image of an international tourist city.