**: China Youth Daily (2024-02-28 05 edition), China Youth Daily and China Youth Network reporter Yin Haiyue Jiao Jingxian.
Green Observation
Every spring, the Peach Blossom Festival in Jinwan Village, Xinye, Henan Province, attracts many tourists. Photo provided by the interviewee In the past 2023, Meng Aihua has hardly taken a weekend off. As the director of the Bureau of Culture and Tourism of Cele County, Xinjiang Uygur Autonomous Region, she has been running around the major art festivals. The bureau also set up a "publicity and promotion department", so that a deputy director is responsible for cultural tourism publicity. The deputy director opened a new ** account, wearing national costumes, to introduce the local scenery of Kunlun Mountain to the audience. Zhang Caixia, a staff member of the Handan Municipal Bureau of Culture and Tourism in Hebei Province, has felt the pressure of publicity since the beginning of 2024. At the beginning of January 2024, the Hebei Provincial Department of Culture and Tourism gave online training to various cities, and invited a businessman from a certain platform in Hebei to talk about the production of short**. She recalled that in the recent meeting, the relevant person in charge of the Provincial Department of Culture and Tourism emphasized"There is no lower limit for pet fans, and there is no upper limit for service".In addition to improving the frequency and quality of content updates, the new ** account should also respond to complaints and suggestions from netizens in a timely manner. Cultural tourism is the "top stream" in the near future. According to data released by the Ministry of Culture and Tourism on February 18, the number of domestic tourists during the Spring Festival holiday in the Year of the Dragon reached 47.4 billion, with a total cost of 6326 for domestic travel8.7 billion yuan, a record high in many indicators such as the number of trips and the total cost of travel. In recent months, Harbin's Spring Festival holiday, which has exploded, has achieved a total tourism income of 164200 million yuan. In addition to scenic spots and resorts, cultural and museum venues, hometowns and villages in the county have also become popular destinations for this year's Spring Festival. According to data, during the Spring Festival, hotel orders in the county increased by more than 60% year-on-year, and tourism orders in small and medium-sized cities such as Zibo, Jingdezhen and Weihai increased by more than 100%. Under the boom, the busiest are the cultural and tourism cadres. Zhang Caixia said, especially at the end of 2023, Harbin tourism will explodeIt has promoted the "awakening of propaganda awareness" of the cultural and tourism bureaus of various counties and districts. But at the same time, it also makes them feel pressured"It's like a class has only one first place, and more than 60 children in the class have to learn from the first place." The bigger challenge comes from how to create high-quality cultural tourism products to retain tourists. "The development of cultural tourism work cannot be rushed for quick success, but must be taken slowly according to the actual situation. A cultural and tourism cadre said.
For many cultural and tourism cadres, 2023 will be an exceptionally busy year. Last year, An Guoliang, deputy director of the Culture and Tourism Bureau of Tonghua City, Jilin Province, was not idle. He has traveled to Beijing, Shanghai, Guangzhou and other big cities many times to hold tourism promotion meetings to introduce the Wanfeng Ski Resort and Longxingli Cultural Tourism Town built by Tonghua with huge investment. In order to promote Tonghua's famous wine and gourmet Korean brazier, the director of the Tonghua Municipal Bureau of Culture and Tourism also walked into the live broadcast room of *** to sing folk songs for the audience. "Tourism as a means of stimulating the economy. An Guoliang said that in recent years, all localities have attached great importance to the development of cultural tourism, and want to "recover as soon as possible and boost confidence" through the cultural tourism industry. The new ** has become the starting point for cultural tourism publicity in various places. After the explosion of Harbin tourism, Henan cultural tourism was updated with hundreds of articles overnight. The new ** accounts of the cultural and tourism departments in various places have started to "fancy work" again, shouting microphones, playing "homophonic stalks", and competing for their own title songs. Not to be outdone, the directors of the Bureau of Culture and Tourism are not to be outdone. Many directors of the Bureau of Culture and Tourism went to Harbin ** Street to promote the specialties and beautiful scenery of their hometowns. During the Spring Festival, many cadres of the Bureau of Culture and Tourism are still busy, introducing the local cultural and tourism activities launched in front of the camera. "The influence of the new ** is too great. In order to make Handan Cultural Tourism "out of the circle", Zhang Caixia has to brush up for 3 hours every day after work to find a topic. Zhang Caixia said that the entire Bureau of Culture and Tourism is involved in the creative planning, and colleagues from other departments will come to her office at any time to talk about good ideas. 
In a travel photography museum near Congtai Park in Handan City, Hebei Province, tourists line up to experience Hanfu makeup. Photo by Jiao Jingxian In December 2023, a new wave of "Hanfu fever" was set off on the Internet, and many Handan netizens left a message "Quickly pick up the traffic of the national robe". The Handan Bureau of Culture and Tourism found the post-00s to do the operation, learn the "Internet language", study how to "break the point" of the short **, and notify the counties to seize the popularity of the "Warring States Robe". At that time, Wang Ju, a staff member of the Shexian County Culture and Tourism Bureau of Handan City, had just taken over the county cultural tourism account. She posted a "Warring States Robe" cross-dressing made by a staff member of the local Chishuiwan Ancient Town on a certain platform**, but she didn't expect to receive more than 50,000 likes, becoming the most popular one on the account so far**. Due to the limited funds of the bureau, in order to continue to produce the "Warring States Robe"-related**, Wang Ju contacted local Hanfu shops and Internet experts to ask if the other party could cooperate. She also posted on her account ** to recruit college student volunteers who are good at filming and editing, and encouraged netizens to contribute, with the text "Lao Tie, come and vote for me". "Before, on the official **, we definitely didn't dare to use this kind of word", Wang Ju said with a smile, they had filmed a lot of beautiful promotional videos before, rehearsals and post-production took several months, but the number of views and likes was not optimistic"Now we will give netizens what they like, change their attitude and attitude of service." In order to promote local cultural and tourism resources, the Cultural and Tourism Bureau of Xinye County, Nanyang City, Henan Province recruited volunteers to serve as "tourism promotion officers" to introduce local cultural and tourism resources. But the official ** account of the county cultural tourism has not yet been released. "Many new ** works are not ideal enough, and the planning is not good. Luo Xianqu, director of the Xinye County Bureau of Culture and Tourism, said that there is an urgent shortage of planning talents, but local financial resources are limited. He once tried to hire people to write songs, write scripts, and shoot sitcoms to promote it, but in the end he couldn't do it due to lack of funds.
Compared with online drainage, the greater challenge faced by cultural and tourism cadres is how to create high-quality cultural and tourism products. "If you don't have good services and products, even if you attract tourists, you won't have repeat customers, and you won't help promote them. ”Wang Ju said that after the Taihang Wuzhishan Scenic Area in Shexian County became popular due to a news of "recruiting Monkey King", the offline passenger flow increased, but due to the single tourism product of the scenic spot and the adoption of a free ticket policy in order to increase the popularity of the scenic spot, it did not bring ideal benefits. 
The scenery of Kunlun scenic spot in Cele County, Xinjiang Uygur Autonomous Region. At the foot of Kunlun Mountain, there are two unique 4A-level scenic spots in Kunlun Sacred Land (Banlange Scenic Area) and Damagou Buddhist Cultural Site, which belong to "God appreciates food and eats", but Meng Aihua does not dare to publicize it. "Without good reception capacity and business formats, publicity is counterproductive. ”Last year, Celle County hosted an arts festival that attracted tens of thousands of visitors. Due to the lack of local parking spaces and limited traffic carrying capacity, some tourists are stuck in the road and complaining. Meng Aihua said that many tourists from other provinces go to the scenic spot for self-driving tours, but the starry sky houses and cabins set up on the grassland can only accommodate dozens of people, and they cannot carry so many tourists. Similar to the situation in Celle, one of the major cultural tourism products in Xinye is the Peach Blossom Festival in Jinwan Village, where the peach blossoms bloom earlier than elsewhere and are very large. Every March, tourists from surrounding provinces and cities come to play, during that time, the plate noodle restaurants in the city are queuing up for dinner, and the hotel needs to be booked a month in advance, and it is difficult to find a parking space, which greatly stimulates local consumption. However, due to the lack of hostels and hotels, many tourists come and have nowhere to stay. In addition, the cultural tourism products are not rich enough, and tourists can only see peach blossoms, and many people come and go on the same day. Huang Lingling, a postdoctoral fellow in tourism planning, is the vice president of a cultural tourism design institute and has done "all-for-one tourism planning" for many cities. She confessed,Cultural tourism projects have large investment, long cycles, and slow results, so many places are reluctant to invest in cultural tourism development. She remembers that after the glass plank road in Zhangjiajie exploded, the major scenic spots built glass plank roads, but it didn't take long for the plank roads to become unpopular. According to Huang Lingling's observation, there is currently a phenomenon of "quick success and quick profit" in the cultural tourism planning of some cities, and "some places are in a hurry to open before the investment is in place". Another problem is "serious homogenization", and cultural tourism towns all have the same stinky tofu and hot pot. Some scenic spots are built without considering the local environment, putting tents on the grassland in the city's scenic spots, and building reinforced concrete hotels in parks full of forests, which are "insufficient in cultural connotation". In Huang Lingling's view, finding a city's positioning and creating characteristic cultural products is the most difficult part of cultural tourism planning, "many cities do not have monopoly resources, and it is difficult for tourism to break through." Handan has ten major tourism cultural lineages such as Cao Wei culture and Nuwa culture, and there are more than 1,000 idioms related to HandanBut Zhang Caixia often feels lost and doesn't know how to find the core feature of "precise attack". "When we talked about promoting idiom culture before, people would say that we are for fun, not for education. Pushing the Tai Chi culture, everyone says that it is practiced by the elderly, and now young children don't like to practice. "The ancient city of Guangfu and the Wa Palace are the only two 5A-level scenic spots in Handan, and both have the problem of a single business format. Yuan Ye, vice president of a tourism development company in Shexian County, told reporters that 70% of the current income of the scenic spot comes from tickets, and the remaining 30% is composed of infrastructure such as sightseeing cars, shop rentals and parking lots, and there is a lack of projects to promote tourists' secondary consumption. "It's very difficult to fight between the old and new scenic spots," Yuan Ye said. Previously, the scenic spot launched a ticket reduction and exemption activity, and the passenger flow increased, but the revenue was not optimistic, because there was no main income**, and additional maintenance costs were added. In the ancient city of Guangfu, a scenic spot more than 20 kilometers away from the city of Handan, "Warring States robe" and crispy fish are the two most common commodities in the ancient city. According to local statistics, Hanfu shops in the ancient city account for the largest proportion of shops, with a total of 87, including some new stores that have just opened after the explosion of "Warring States Robes". Many shopkeepers mentioned in an interview that the homogenization of the store brings about the "involution" on the **. At present, the average price of a set of "Warring States robes" in the ancient city of Guangfu is 88 yuan, but there are also a few shops that offer discounts of 68 yuan for two sets and 88 yuan for three sets in order to attract consumers. The purchase cost of a set of "Warring States robes" ranges from 200 yuan to 600 yuan, the texture is light and thin, the hem is mopping, and it is easy to break after wearing it four or five times, and vicious bidding will affect the average revenue of the store. Guo Yongqi, director of the Culture and Tourism Bureau of the Guangzhou Management Committee, told reporters that the Management Committee will grade the Hanfu store from the aspects of comprehensive services and information publicity, put an end to deception, stealing customers, malicious bidding and other behaviors, and standardize the management of photographers in the scenic spot.
Huang Lingling believes that if scenic spots want to enrich their business formats and make profits through the "second match" project, they need to adapt measures to local conditions and launch personalized products that meet the needs of tourists, such as introducing local specialties and developing night entertainment projects. In addition, if you want to continue to attract tourists, you must constantly update tourism products and package and market local cultural and tourism resources. 
Tonghua Wanfeng Ski Resort in Jilin Province. Photo courtesy of the interviewee: This requires a professional operations team. "At present, there is a lack of professional operation team", An Guoliang told reporters that Tonghua City has the first alpine ski resort in New China, and the city has invested billions of yuan to build Wanfeng Ski Resort, which is equipped with a hotel. "The operations team urgently needed to remix the product and market to the masses. Huang Lingling believes that if the development of cultural tourism wants to be sustainable, it is necessary to improve the sense of service, "only when the whole people do tourism, can they build their own urban cultural tourism brand". "Whether it is Harbin or Zibo, in fact, it is a kind of emotional marketing to stimulate the residents' love for their hometown. ”Zhang Caixia said that in order to stimulate everyone's enthusiasm for participation, they added a submission mailbox in the profile of the Handan Cultural Tourism account, intending to adopt new ideas in the form of online meetings or symposiums, and give the top ranking of contributions, and the winners will be rewarded with scenic spot tickets. Recently, Handan Cultural Tourism has often received messages from netizens, raising problems such as insufficient parking lots, locked doors in public toilets, and black cars at high-speed rail stations. Zhang Caixia and her colleagues will give feedback to the relevant departments after summarizing the messages, but she believes that the speed of resolution still needs to be improved, and the linkage mechanism between departments needs to be improved. "We are not omnipotent, and tourism promotion depends on all aspects of urban construction. Zhang Caixia said that at present, Wuling Congtai in Congtai Park is one of the main venues for taking photos of the Warring States Period, and many tourists propose to get tickets free, but because the Handan Culture and Tourism Bureau is not the competent unit of the park, several negotiations have failed. "The development of cultural tourism is inseparable from the attention of leaders. Huang Lingling said bluntly. In order to declare a 5A-level scenic spot for Cele County, Meng Aihua frequently traveled to different departments such as the Forestry and Grassland Bureau, the Land Bureau, and the Finance Bureau last year. She is pleased that the county attaches great importance to the development of cultural tourism, and has set up a management committee to supervise the operation of scenic spots, environmental protection, public security, health and other affairs. With the support of the leadership, Meng Aihua is full of energy. "It's a platform where you can realize your self-worth. After the completion of the hotel in Banlange Grassland, Meng Aihua plans to do a series of ** to promote the cultural and tourism resources of Celle. She has a lot of ideas for the development of local cultural tourism. "We need to make use of local resources and develop more products that can meet the daily needs of tourists. Meng Aihua noticed that there are many pebbles at the foot of Kunlun Mountain, and tourists can print their favorite patterns and words on the pebbles, and they can also design bedding and clothing according to the characteristics of local scenic spots. She also thought about developing local intangible cultural heritage projects, such as the arrangement of Kunlun Mountain songs, the creation of immersive stage plays, etc., "The cultural tourism industry depends on the creative ability and execution of the team." An Guoliang is full of confidence in the development of cultural tourism in Tonghua. He said that Tonghua City has set up an office of the leading group for route development, and has repeatedly negotiated with airlines to increase flights to Tonghua from big cities such as Beijing, Shanghai and Guangzhou. The Shenbai high-speed railway is expected to be completed and opened to traffic by the end of 2025, and by then, most of Liaoning Province can be reached in two hours from Tonghua"To seize this opportunity, we can't let a large number of ** become passers-by." There are still many cities waiting to be seen. In order to promote the local folk art "Xinye Monkey Art", which has a history of more than 2,000 years, Xinye County plans to build a performance venue that can accommodate hundreds of people, and make the monkey art performance another characteristic cultural tourism product. "Try your best, don't lie flat. Luo Xianqu said. (Zhang Caixia and Wang Ju are pseudonyms in the article).
Editor丨Yang Mengqi Editor丨Meng Shiqi Review丨Gao Le Duty Editorial Board丨Liu Fei.