Create tourist attractions

Xiong Daxun Tourism Scenic Area Planning Company believes that it is necessary to do a good job in the planning of tourist attractions: first, look at the novelty rather than the familiarity. Tourism planning industry is the most easily fooled industry. 99% of China's tourism planning and scenic spot planning schemes are mediocre, wasting hundreds of billions of dollars every year. In particular, it seems that the larger the planning, the more mediocre the works of tourism planning institutes and companies. The most important thing for a good scenic spot planning scheme is to see if there are any novel ideas. Imagine that China has launched more than 700 scenic spots a year, and there are tens of thousands of scenic spots. The competition is so fierce that it must be novel ideas. Ideas determine the way out, mediocre ideas must be the way out for mediocre failure, and unconventional ideas must be the way out for unconventional success. There is a saying that "I'm amazing, you're a miracle". If most of the tourism planning is familiar or deja vu, it's basically a scheme to cheat money and make a living. Be sure to see many novel ideas, and meet the characteristics of tourist attractions and the psychological needs of consumers, then you have probably found a good tourism planning company and scheme. Second, look at creativity rather than qualification. The biggest problem in the development of urban architecture and tourist attractions in China is that we believe in qualifications and ignore creativity. Most companies and planning institutes with qualifications and high qualifications are state-owned enterprises or provincial enterprises. Many people win, connections win rather than creativity. Monopoly of system resources often attracts unprofessional leaders and bosses to pay for their scale and qualifications. As a result, they are all monotonous and mediocre schemes, resulting in huge planning waste.For example, how many winners of the Youth Song Competition are still playing well in the music world? Liu Huan doesn't have this national qualification, Sun Nan doesn't have it, Faye Wong doesn't have it, Yang Kun doesn't have it ... Zhou Libo, Degang Guo, Chow Yun Fat and Tony Leung Chiu Wai don't have national qualifications, and finally they have to speak with the strength of the market. Where are the qualified people? Listening to good or bad songs doesn't spoil things and waste money! But the tourism planning is broken, which exceeds the harm of public funds to eat and drink! Imagine these five-star hotels, SPA hot springs, yacht marinas, real CS, international challenges, health paradise, Zen world, giant Buddha temples, and so on. We have seen countless brainless "ideas" to build and develop scenic spots. All over the country, these roads are all the same scenic spots. How much money will be wasted? We often say that the methods used by the ancients to develop scenic spots a thousand years ago, such as pavilions, bridges, flowing water, stele towers, etc., are still being played by our so-called "planning elites" and "industry leaders" today. May I ask you "How do you live?" . If a tourism planning scheme doesn't have two or three shocking ideas that touch your heart, it must be redone! Otherwise, it is a huge investment failure! Third, look at the benchmark instead of the tender. Now the government departments are particularly keen on bidding, which seems to be insurance, but it is actually dangerous! Because companies with real strength and no shortage of projects never participate in bidding, they all have no creative strength and survival strength. Therefore, it seems that a tender can get several schemes at the same time, but in fact they are all low-quality schemes, and none of them are useful.How many masters of Chinese painting won prizes in the competition? How many big names in the music world won prizes in the competition? It is no exaggeration to say that a tourism plan often determines the future of a place! Therefore, we must not find a better company to do it, but must find the real first master in this industry to do it. This is a high degree of responsibility to the local people. How to find it? It's very simple. Let's look at Baidu's "tourism planning scheme, tourism planning scheme and tourism marketing scheme". First of all, let's see if we can find many cases of a company. If we find them, we will have a basis for judgment, because the first master in an industry must have many schemes that will be praised and forwarded by the industry; The second is to read more than five or six complete cases of a company. If each one can make you excited and impress you, it is basically reliable. Finally, be sure to look at the company's website again to strengthen your excitement and shock, and finally make a decision. Modern people, even the old man and the old lady, will find an expert to see a doctor at home. Our leading cadres and bosses are still engaged in bidding competitions to support the company that is muddling along, which really shouldn't delay major projects. In the end, 99% of the bidding scheme is absolutely beyond the idea of the local tourism director! Almost all professionals in the benchmark company in this industry know that everyone is stealing from it all the time, and it is also a way to ask a few old tourists. Fourth, look at the market rather than the mayor. Because there are procedures for reporting and approving tourism planning to superior leaders, the will of leaders will be reflected in the plan. This is true, but the mistake is that many people have formed the theory of leadership-only will, and take the leadership idea as the main idea of tourism planning.This is a big mistake. Imagine that leaders are not experts in the industry, and a plan does not reflect the will of the market but the will of the mayor, which can only be a flattering work. Leadership will should reflect but not be the main idea. A few years ago, we were invited to plan the bamboo sea in southern Yibin. At the reception banquet, a local domineering municipal leader clearly instructed that we must sell air and oxygen, which is the biggest selling point. We refuted on the spot, asking which city in the outer suburbs of the country has bad air and which is not natural oxygen? What are the characteristics of the bamboo sea? Why did Qian Shan fly to you? The dinner with the whole four teams was extremely cold and awkward, and the result naturally ended in discord. We are sorry for ourselves, but we are worthy of the local people. In a good tourism planning scheme, every project should be creative, and two or three big projects should have shocking and world-class creativity, so as to attract tourists from all over the country and be truly successful.

How to develop tourist attractions reasonably

The main problem of tourism resources development: limited resources are under the pressure of rapid market expansion. Repeated construction and blind extensive development aggravate the imbalance between supply and demand of resources; The development of resources has shifted from human landscape resources to natural ecological resources, and the protection and development of resources have become a pair of difficult contradictions; The development of urban construction and tourism also leads to the waste of non-renewable cultural and ecological resources because of "two skins"; The rapid growth of tourism economy coexists with the rigid and outdated system, and the development mechanism needs to be transformed and the management level needs to be improved. Based on these problems, this paper takes Zhuhai as an example to explore the correct ways of rational development, protection and utilization of tourism resources.

First, the principles of tourism resources development and the layout of scenic spots

As the only national-level scenic tourist area named after the whole city in China, Zhuhai is developing its tourism resources, that is, expanding its tourism environment capacity. In this regard, how should we determine the direction, content, level and depth of expansion, so as to achieve both the promotion of connotation and the extension? What problems should we pay attention to in the process of capacity expansion? In my opinion, the following principles should be followed:

(1) Characteristic principle. Characteristics are differences. Distinctive features are the vitality of tourism resources. Only with characteristics will there be attention. Tourism economy itself is attention economy, so we should pay attention to the differences between tourist attractions and reflect the characteristics of no one but me. The essence of developing and utilizing tourism resources is to find, explore and utilize the characteristics of tourism resources. The developed tourism resources should not only keep its original characteristics, but also make its original characteristics more distinctive, innovative and developed, and absolutely avoid the original characteristics being destroyed by the developed tourism resources.

(2) The principle of symbiosis. It is the symbiosis between this tourism project and another tourism project. Tourism projects are projects with strong externalities, which can be divided into positive and negative externalities. The so-called positive externality means that tourism projects are compatible, complementary and coordinated. After seeing this scenic spot, there is a desire to visit another scenic spot. The so-called negative externalities mean that tourism projects are similar, not cooperative. The symbiosis of tourism resources includes the symbiosis between natural resources, natural resources and cultural resources, and cultural resources and cultural resources, and the symbiosis between different tourism projects is different. For example, exhibition halls are symbiotic with hotels, shopping malls, transportation facilities, natural attractions and man-made attractions. Therefore, we should pay attention to the coordination of various tourist attractions in a small area.

(3) networking principle. Tourism is an expanded network and a natural network. On the development of Zhuhai's tourism, we often emphasize the concept of Greater Pearl River Delta and give full play to the advantages of tourism resources of cities in the Pearl River Delta. In fact, if a place has unique tourist attractions, even if it is stopped by people, tourists will still go all the way to visit and do everything possible to solve problems such as poor roads and inconvenient accommodation and food. The key question now is whether our tourist attractions have formed a bright spot, whether they have formed a network, and whether the tourist attractions in various places have produced complementary effects in a large area. According to the actual tourism situation in Zhuhai, there are the following three networks.

The first is the small network, that is, the large expansion of tourist attractions in the central city. We should consider the symbiosis between scenic spots, and emphasize the excavation of connotation, including the implementation of tourism development in the western and eastern parts of the city, focusing on the development and construction of cultural tourist attractions in Tangjiawan ancient villages and towns (including the original Tangjiawan Town, Gongyuan, Qi 'ao Baishi Street, Jinding Huitong Village, etc., and the tourism resources such as Zhuhai International Racing and Pearl Paradise also need to be integrated), modern educational science and technology cultural tourist attractions (including university parks, southern software parks, scientific and technological innovation coasts, etc.) and Nanwan New Tourism Zone.

Followed by the network. That is, "two districts and one island", that is, the tourism development of Doumen District, Jinwan District and East Island. The Baiteng Lake Tourist Area in Doumen District has matured; Imperial hot springs have also become famous at home and abroad; Huangyangshan-Jintai Temple tourist area is being improved; Eco-agricultural tourism needs further development and excavation. Although Jinwan District has been established for a short time, its tourism development has also shown a good momentum. Amazon tropical style park has a good start; Pingsha Hot Spring is magnificent due to the capital injection of Hong Kong China Travel Service. Fei Beach has gradually become a tourist like a crucian carp crossing the river; The 30-kilometer-long Zhugang Avenue will not only connect new industrial parks in series, but also connect new tourist areas in series ... But at present, the arrangement of tourist routes in the whole Daxi District is still one-way, and there is no loop. We should change the "U"-shaped structure composed of Zhugang Avenue, Huxin Road and Huangyang Avenue into an "O"-shaped structure, so as to form a small closed loop between them, and connect the landscape of lakes and mountains, temples and hot springs, ports and beaches with the cultural landscape and urban landscape in series, and then radiate outward. The development of islands in the eastern region needs to be intensified. From the currently developed Dong 'ao Island, Guishan Island, Wanshan Island and Wailingding Island, problems such as insufficient infrastructure, water and electricity supply, traffic and pollution need to be solved, the development of tourism projects needs to be explored, and the protection of animal and plant resources needs to be strengthened. In particular, we should take the opportunity of the Hong Kong-Zhuhai-Macao Bridge to strengthen cooperation with Hong Kong and Macao, and form a characteristic tourist loop in the Pearl River Estuary.

The third is the big network, which is the connection of tourism resources in the whole Greater Pearl River Delta. We should make maximum use of other people's resources to make up for our own shortcomings, and integrate local resources with foreign resources to learn from each other's strengths. The tourism resources of Guangzhou-Shenzhen-Zhuhai and Guangdong-Hong Kong-Macao can be completely integrated. The Guangzhou-Shenzhen-Zhuhai Food Tour launched at the beginning of this year is a good start.

In view of the above, to realize the characteristics, symbiosis and networking of tourist attractions, it is very important to build its own core attractions. But at present, many of our tourist attractions have the problem of low-level repeated construction. The key lies in the problems in the ideas, design concepts and development subjects of scenic spot expansion. From the design concept, the development of natural resources not only requires uniqueness, but also emphasizes the cultural connotation of resource development. As the saying goes, the mountain is not high, and the fairy is famous; The water is not deep, and the dragon is the spirit. The same is true for scenic spots. If the scenery is not big, it will be glorious if it has cultural connotation, and it will be prosperous if it has national and local characteristics. If there is no culture in the development of small-scale natural attractions, it will lose its connotation and will not make people linger. The low level of construction of some tourist attractions is mainly manifested in this aspect. As far as cultural landscape is concerned, theme parks are the easiest to repeat. Why is the development level too low and the complementarity is not strong? The key point is that the cultural prototypes of many theme parks are not right. Historical culture, religious culture, national culture and fantasy culture (amusement parks) are all complementary, some are extensions, some are transformations and some are contrasts. If the relationship between them is not handled well, it will be difficult to implement the scenic spot planning.

Second, the development and protection mode of tourism resources

Another expansion direction of Zhuhai tourist attractions should be from the city to the countryside, which is in line with the general trend of human beings returning to nature. In this process, it is necessary to vigorously develop eco-tourism and handle the relationship between the development and protection of natural resources. There are four modes in dealing with this relationship; And the development of eco-tourism should pay attention to three major issues.

(A) the mode choice of tourism resources development and protection

1. Protect for protection. This is negative and has been denied by practice. Protecting for the sake of protection is the responsibility of the cultural relics department, not the purpose of local governments, especially the purpose of tourism.

2. Develop for development. This is blind, and it is the consciousness of small farmers. Just as farmers raise pigs in water towns and fish in rivers, they raise them and sell them for personal benefit, but they ignore the pollution caused to water bodies. In other places, very good landscape areas are turned into cemeteries, so long as they can be sold for a little money, without considering environmental benefits and sustainable development at all. In fact, they destroy the cornucopia to beg.

3. Develop for protection. If this landscape is unique, unique and non-renewable, it must be developed through protection. Baiteng Lake area, which has both marshland and incomplete wetland, is characterized by the combination of natural and artificial ponds. It is very valuable to have such a piece of land in Zhuhai city. Here, human landscape and natural landscape, ecological benefits and economic benefits can be completely unified, which is also difficult to find the second one in the whole city of China. The landscape of Baiteng Lake Water Town is unique, unique and non-renewable. If it is destroyed, it cannot be restored. For this kind of tourism resources, it can't be monopolized by one enterprise, but must be monopolized by the government. Under the guidance of high-starting planning, the development should be carried out by stages with enterprises as the main body.

The main body of tourism resources development can be divided into three categories: first, the development is completely based on enterprises. Second, the government and enterprises carry out monopolistic development. Like Venice, the roads and bridges in Baiteng Lake water town will be built by enterprises as the main body. The right to operate small cruise ships is monopolized by the government and auctioned to enterprises. Third, it is completely developed by the government. Such as the renovation of ancient villages in urban areas and the protection of water bodies. Important tourism resources should adopt the latter two development modes.

4. Protect for development. For example, the stone carvings on Shixi Mountain and Cliff on Gaolan Island can only be protected through development. You can choose to develop with enterprises as the main body under the premise of strict government planning. After some projects are planned, the 30-year management right of the project can be auctioned publicly, and the state-owned assets can be maximized, and it is a one-time income. The development and management rights of the above-mentioned stone carvings and islands in the Eastern District can be sold at a high price if they are auctioned publicly, and then the owners will invite investment by themselves and carefully plan the development. This is the government's monopoly on the ownership of the project, and the right to operate is released.

When the project management right is auctioned in public, we should set two targets: who has the most development ability and who designs the best development plan. The first bid is evaluated by auction, and the second bid is evaluated by the expert group. Unify these two targets and finally determine the development unit.

If it is protected for development, it is necessary to stop the development of "stone economy", "sediment economy", alpine vegetables and wood processing, and turn the lush hills into dysentery, which is a great destruction to natural resources. These low-level and destructive developments must be stopped and structural adjustments should be made.