Led by the year of 100 festivals. The Spring Festival is the most loved, grand and lively traditional festival of Chinese. During the Spring Festival, people remove the old cloth and the new, receive blessings and add jubilees, and pray for a good year, covering the humanities and natural aspects such as agricultural civilization, primitive beliefs, calendar and solar terms, etc., for thousands of years, forming a long-standing, dazzling, elegant and common appreciation of the annual custom culture, which has become an important component of Chinese civilization, and is also a unique spiritual identity of the Chinese nation, and it is also the spiritual bond that maintains the Chinese people all over the world. In the Spring Festival cultural tourism market, according to the characteristics of the people's needs for family reunion, we will focus on the popularization and publicity of the New Year's custom culture of the two groups of "at home" and "on the road".
With the Spring Festival cultural activities as a link, do a good job in popularizing the New Year's culture among the masses "at home". Facing the needs of all kinds of people who are "at home" and present, we will actively mobilize and organize different subjects such as cultural centers, libraries, museums, art galleries, art galleries, cultural relics protection units, and tourist attractions, and make full use of the important time node of the Spring Festival to actively carry out cultural and tourism activities such as theatrical performances, garden tours, New Year parades, folk performances, fireworks and lantern displays, dragon and lion dances, research and tourism, and humanistic day studies. In particular, we should do a good job in organizing cultural activities closely related to the traditional culture, such as key lantern festivals and characteristic temple fairs, so that the masses "at home" can feel the atmosphere of the traditional culture in the amusement and inherit the culture in the participation. Encourage the use of new platforms, innovative use of hot topics, fan communities, interactive comments and other new communication methods to expand influence and increase participation.
With public transportation services as a link, do a good job in publicizing the traditional culture of the masses "on the road". For all kinds of people who return to their hometowns and travel "on the road", do a good job in public services rich in the cultural atmosphere of the Spring Festival. In terms of tourism services, it can integrate all kinds of cultural tourism resources and design diversified and multi-level cultural tourism routes for the Spring Festival; In terms of transportation, the design and decoration of the Spring Festival-themed culture will be carried out inside and outside the carriage and cabin; In terms of tour guide services, strengthen training and guidance, so that tour guides can become the first disseminators and promoters of traditional culture; In terms of public signs, the Spring Festival and local cultural elements are integrated to make it an effective carrier of New Year's culture; In public places such as highway service areas, tourism distribution centers, and parking lots, Chinese knots, lanterns and other elements are used to create a festive atmosphere. Especially in terms of smart tourism services, it is necessary to highlight the cultural characteristics of the Spring Festival, with the help of technical means, to carry out a variety of cultural introductions and interactive services, and to provide personalized and diverse immersive cultural tourism experiences.
Jin Wugang, professor of the Department of Information Management, East China Normal University.
Binyang interview collation).
Editor-in-charge: Yi Zhuo.