Visual China.
Text |Cultural Industries Review, Author |Meng Meng, editor |Peninsula.The management of "wild scenic spots" has always been a difficult problem, and the state's attitude towards its governance has also changed from "blocking" to "sparse", trying to find answers from the causes and practical problems of "wild scenic spots". In many discussions, the "traveler" itself has always been absent, and the platform, the operator, and the relevant management department seem to have become the parents of tourists, and they need to pay for their "willfulness". It is urgent to manage "wild spots" and implant a sense of self-responsibility in the minds of "travelers".
The controversy over "wild spots" in China has been around for a long time. In August 2022 alone, there were two accidents, "a sudden flash flood in Longcaogou, Longmenshan Town, Pengzhou City, Chengdu, Sichuan, caused 7 deaths and 8 minor injuries", and "A family of six in Jiangxi Province drowned in the back section of Qujiang River in Longyou County, Zhejiang Province".
Although the Ministry of Culture and Tourism responded quickly and issued the "Special Rectification Work Plan for the Problem of Private "Scenic Spots", it was decided to carry out special rectification work on the problem of private "scenic spots" from September to November 2022, focusing on cracking down on and governing 7 types of behaviors that were strongly reflected by the masses without the permission of relevant departments, such as providing tour services for tourists in certain places or areas in violation of regulations, and carrying out tourism business activities in violation of regulations (link to the ** chapter of the Cultural Industry Review: "In-depth Interpretation: Attention!].The Ministry of Culture and Tourism has specially renovated these 7 types of "wild scenic spots") But the recent popularity of Wusongkou Lighthouse in Baoshan District, Shanghai has proved that "wild scenic spots" have never gone away.
The platform that pays attention to the nature of the "wild scenic spots" of the Wusongkou Lighthouse has begun to give text tips on tourism safety.
The society's attention to "wild attractions" has gradually changed from "blocked" to "sparse", Guangming ** issued a document saying that the market should have more understanding of the needs of tourists, and the platform should have more supervision on the sharing of "wild attractions", so as not to let the "wild attractions" born from "avoiding pits" become "new pits" with many risks.
"Wild spots" seem to have an infinite attraction for tourists, even if they are blocked for life. Not only do people wonder, but the root of the rush is just the attraction itself?
When it comes to "wild", as Internet natives, what will be your first reaction?
"Niche", "treasure", "hidden", "personal", "talkative", "interesting" ......In short, it is difficult to be "unsafe".
Taken together, we can give a simple definition of a wildlife site: it usually refers to a place that has not undergone significant human change, urbanization, or construction. These sites are in a natural or pristine state and tend to be characterized by pristine landscapes, a lack of infrastructure, and minimal human intervention. Wild sites may include natural environments such as mountains, forests, lakes, grasslands, rivers, etc., which can be summarized into the following categories:
Wilderness Area:A vast natural landscape with diverse ecosystems, vegetation and fauna.
Rural Country:Remote or less populated areas, which have not experienced large-scale urban development, maintain an agricultural or natural character.
Nature Reserve:Reserved areas dedicated to the conservation of wildlife, ecosystems and biodiversity.
Virgin Beach:Coastal areas are strips with almost no infrastructure.
Desert Island:An isolated and sparsely populated island.
Primeval Forest:Areas of pristine forests with little to no logging activity or human impact.
Unexplored Paths:Hiking or hiking routes that have not yet been widely developed.
But let's turn on our rational brains and analyze the "wild spots" from an objective level, and we can often break out in a cold sweat. The "wild" here is hidden behind the remote location that is difficult to find or cannot be retrieved directly by navigation software, and it is difficult for the rescue team to reach it quickly in the event of an accidentWhat is hidden is undeveloped, unmanaged, and has potential safety hazards, and it will turn from a "fairyland" to a "trap" if you are not careful.
So why do people still flock to wild spots even when they are in danger?
First of all, it is important to clarify that not all attractions located in the wild are considered unsafe. Many wilderness sites have good management and regulatory measures in place to ensure the safety of visitors. Therefore, here we are talking about unmanaged, inadequate infrastructure and remote and difficult to reach wild spots, and summarizing the comments of users on social platforms, it is not difficult to find that people are keen to check in these "unknown places" for the following reasons:
The attraction of an adventurous experience:The natural, pristine nature of wild spots often provides a unique attraction for visitors seeking an adventurous experience. Those looking for a sense of excitement and a sense of adventure may be more inclined to choose the wilderness, even if it means potential risks.
The attraction of natural landscapes:Wild spots are often known for their natural beauty, attracting photographers, nature lovers, and those seeking beautiful scenery. These places may be located in more remote or difficult terrain, but people are willing to take some risks in order to appreciate the beauty of nature.
Attraction away from the hustle and bustle of the city:Some seek tranquility away from the city, and wild spots offer an opportunity to get away from the hustle and bustle and pollution. Even though there may be some challenges, this natural environment appeals to those who are eager to escape from city life.
The attraction of gaining a sense of accomplishment:Overcoming the difficulties that can exist in a wild spot, such as steep mountains, dense woods, or irregular terrain, can bring challenges and a sense of accomplishment in overcoming them. This is an attraction for some visitors looking for a challenge.
The attraction of adventure culture:The culture of adventure travel has often led to more people willing to venture into uncharted wild spots. The popularity of social** and tourist culture has also provided a platform for people to share their experiences in the wild, which has further increased the focus on these places.
However, the desire for a clean place on holidays, the demand for "talking points", the flaunting of "Internet personalities", and the competition for "traffic" have made "wild scenic spots" the hardest hit area of repeated tourist accidents, and have also become the focus of rectification by relevant departments. Concerned about the public's demand for cultural tourism, the Ministry of Culture and Tourism issued the "Special Rectification Work Plan for Private "Scenic Spots" Issue" to clarify the focus of the governance of "wild scenic spots", not a one-size-fits-all "shutdown" and "ban", but to start from the psychology of the audience, study the causes of "wild scenic spots" and the problems they face, and realize co-construction, co-governance and sharing.
However, the cultural industry review found that there are suggestions for ** management, calls for platform supervision, and criticism of unscrupulous tourism companies, but "tourists" are invisible in this debate.
The demand of tourists is the ultimate reason why "wild spots" have taken root in the tourism market. With the popularity of mass travel, the desire for personalized, visually striking, and uncrowded niche destinations has become more apparent. Coupled with the characteristics of the Internet natives of this generation of tourists, "new", "strange", "special", "filmed" and "suitable for sharing on the platform" have become the key characteristics of tourist destinations sought after by tourists.
Therefore, the mainstream opinion now advocates benchmarking "Internet celebrity check-in places" and mass production of "wild scenic spots".
Wildspots have a lot in common with influencer spots, depending on their nature and appeal.
In terms of aesthetic appealWild spots and influencer check-in spots often have unique aesthetic appeals, such as beautiful landscapes, fascinating landmarks, or fascinating landscapesOn tourist attraction, both of which attract a large number of tourists who want to experience and document these uniqueness first-hand;In terms of social influenceWild spots and Internet celebrity check-in places often become hot topics on social networks, with tourists sharing their experiences and experiencesIn terms of commercial attractiveness, both of which have the potential to boost the local economy and attract business opportunities, such as tourism services, food and beverage and cultural and creative products.
But can the Internet celebrity of wild spots really solve the problem of difficult management of "wild scenic spots"?
The attraction of the "wild spot" lies in its "wildness" - like a peach blossom paradise that few people know, it does not have to be crowded, and it can be unique on the platform shared by the whole people. Once it becomes an Internet celebrity check-in place, it will inevitably become a sought-after place, and it will inevitably become the next crowded public attraction, which will not only fail to achieve sustainable and benign operation, but also breed the emergence of more "wild attractions".
Platforms can be governed, attractions can be shut down, but the footsteps of travelers are difficult to stop. Compared with the Internet celebrity of wild spots, what we really need seems to be how to arouse the sense of self-responsibility of travelers.
In tourism research, there is a term called responsible tourism, the core of which is to respect the cultural, natural environment and social life of the tourist destination as much as possible on the premise of sustainability, and reduce the negative impact on the travel destination and its residents. Interestingly, however, when Cultural Industries Review (ID: whcypl) searched for the keyword "self-responsible" in the context of tourism, it found almost no relevant research.
When the author asked the people around him, he found that almost most of the people who should be responsible for the mistake of going to the "wild scenic spot" were the operator and the local **, and few people would consider their own responsibility. Especially under the stimulation of excitement, I often forget the guarantee of self-safety when doing the strategy.
It can be said that while the current normative thinking of "wild spots" is trying to create a safer travel environment for travelers, it is also making them lost. Over-reliance on the external environment makes travelers dependent and inert, and while allowing themselves to explore the "wild spots", they throw their own safety to the patriarch of "society".
Regulating "wild scenic spots", whether it is the formulation of management regulations, the construction of infrastructure, or the delimitation of the scope of tours, is actually regulating the travel behavior of travelers in "wild scenic spots". Starting from the law, we can clearly find that no matter where you travel, whether it involves "wild spots" or not, it is not only the tour operator, the relevant institutions and relevant management departments who are responsible for the safety of travelers, but also every traveler who chooses to explore
Article 15 of the Tourism Law provides:
TouristsWhen purchasing and receiving tourism services, it shall be requested to:Tour operators truthfully inform personal health information related to tourism activities and comply with safety warning regulations in tourism activities.
TouristsMeasures taken by the state to temporarily restrict tourism activities in response to major emergencies and measures taken by relevant departments, institutions or tour operatorsSecurity precautions and emergency response measures shall be cooperated.
TouristsViolation of safety warning provisions, or temporary restrictions on tourism activities, safety precautions and emergency response measures for the state to respond to major emergenciesand where they do not cooperate, bear corresponding responsibility in accordance with law.
As we continue to search for related cases, we can find many interesting cases. The Supreme People's Court once shared on the official *** about tourists who deviated from the parade trail set by the scenic spot and chose an unexplored route to "explore the wild road" on their own, and the original safety trip became a "wild spot" tour, and unfortunately fell and injured the case. Because the place where the person fell was difficult to find by direct search by navigation, the police station after receiving the alarm** and the forest park operator conducted a large-scale search of the scenic spot for 4 days, and finally found the tourist. The visitor then took the forest park to court, but the court ultimately ruled that the tourist, as a person with full capacity for civil conduct, should be fully liable.
School Komsomol.
Although the platform, the operator of the scenic spot, and the relevant management unit have an unshirkable responsibility for regulating the "wild scenic spots", in the tour, the traveler (the guardian of the minor) is the first person responsible for their own behavior, and the regulation of the "wild scenic spots" is inseparable from the awareness of establishing self-responsibility for travel. It may be more feasible to explore mechanisms to stimulate tourists to establish a sense of self-responsibility rather than emergency management or mass production of "influencer check-in points" that follow tourists one after another.
First of all,You can make full use of social ** to carry out "Internet celebrity" safety education and publicity. Provide regular safety education and awareness campaigns across multiple platforms to raise awareness of potential hazards among visitors and emphasize the importance of personal responsibility;At the same time, visitors are encouraged to share their safety practices on social networks to form a safety-conscious community and attract more visitors' attention and participation
Second,It is necessary to clarify the responsibilities of tourists and establish a system of rewards and punishments. Visitors are required to sign a liability agreement before entering a specific area, making it clear that they understand the potential risks and agree to take personal responsibility;Establish incentives to encourage visitors to participate in safety training and awareness campaigns, such as offering discount coupons or special benefitsImplement a fine system for tourists who deliberately violate safety regulations to emphasize the importance of personal responsibility.
Third,Safety tips and signs should be standardized, and channels for obtaining emergency and safety information at wild spots and their locations should be enriched, and emergency equipment should be placed in necessary locations. Set up clear safety tips and signs at key locations to alert visitors to potential hazards and take appropriate precautions;Provide emergency contact information, including local emergency services, rescue organizations, and visitor support, at the entrance and key locations of the scenic spot, and develop a mobile app or guide that provides real-time safety information, weather updates, and navigation guides to help visitors better plan and monitor their activitiesSet up emergency equipment stations in the scenic area, including first aid kits, emergency communication equipment and other necessary emergency tools.
The platform has the obligation and responsibility to review the content of undeveloped and security risks, and to provide risk warnings to relevant contentThe relevant departments have the responsibility to investigate and clean up the "wild attractions" and the unscrupulous operators who use them as gimmicks to maintain the safety and order of the tourism marketOperators should keep the bottom line, make eye-catching safety reminders for tourism behaviors and tourist destinations that contain dangerous and unsafe factors, and formulate a regulatory mechanismFor platform users who ignore security and deliberately carry out false propaganda for the sake of traffic, it is necessary to hold accountable to the end, standardize behavior with systems, and purify the network environment.
And what do the tourists themselves need to do?
Self-responsibility is required.
We can't resist the allure of "wild spots", but it's our responsibility to be cautious about our destinations in the face of our own safety.
Self-responsibility is easier said than done, and we always grow up learning from practical experiences and other people's stories.