Located at the junction of Sichuan Province and Guizhou Province, the Golden Triangle of Chinese Baijiu is a triangle composed of Renhuai in Guizhou, Luzhou and Yibin in Sichuan, and is located in the upper reaches of the Yangtze River, the Chishui River Basin, where the Tuojiang River and the Minjiang River meet the Yangtze River. The region has a history of thousands of years of liquor, giving birth to famous Chinese liquor brands such as Moutai, Dongjiu, Luzhou Laojiao, Wuliangye, Langjiu, etc., and the liquor culture has a long history. The former General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China has approved the implementation of geographical indication product protection for the "Golden Triangle of Chinese Liquor". In 2017, the world's top ten spirit-producing regions - Zunyi, Yibin and Luzhou were among them. In 2018, the main business income of the liquor industry in China's liquor Golden Triangle region exceeded 300 billion yuan, accounting for about 50% of China's total liquor output value.
For thousands of years, the region's unique natural ecological environment and human history of winemaking production have nurtured and created rich wine culture and tourism resources. With the further transformation and upgrading of the liquor industry, the concentration of the liquor industry has been further improved, and the regional advantages of China's liquor Golden Triangle have become more obvious. However, due to its location in the southwest, the development of tourism is relatively backward, and the tourism of the liquor industry is still in its infancy. The systematic analysis of wine culture tourism resources is conducive to promoting the integrated development of wine culture tourism in the region, forming regional tourism boutique projects, and playing a good reference role for local and wine enterprises to develop wine culture tourism and promote regional brands.
1 Classification standards for wine culture tourism resources
Wine culture tourism resources are the basis for the development of wine culture tourism, wine culture tourism resources are abundant, and combined with the wine industry and natural environment, it has broad development prospects, and tourism resources are becoming more and more important in wine culture tourism research, regional development, resource protection, etc. At present, although the state and relevant ministries and commissions have not yet issued standards for wine culture tourism resources, the tourism industry has begun to conduct research.
In the National Standard of the People's Republic of China GB T 18972-2003 "Classification, Investigation and Evaluation of Tourism Resources", the classification of tourism resources includes 8 main categories, 31 subcategories, and 155 basic types, covering a wide range, but lacking pertinence for wine culture tourism resources. In the original research on the new winemaking platform of wine culture tourism resources, the wine culture tourism resources were divided into 2 main categories, 9 subcategories, and 25 basic types, which were highly pertinent but did not cover enough content.
2 Analysis of wine culture tourism resources
The tourism resources of China's Baijiu Golden Triangle are divided into two categories: natural tourism resources and humanistic tourism resources. The unique natural conditions have nurtured the brewing industry in the region and provided the indispensable ecological environment needs for winemaking; In the development of winemaking for thousands of years, generations of ancestors have left a large number of cultural heritages related to winemaking in the region. Specifically, it includes the following aspects.
2.1 Natural tourism resources
The Golden Triangle region of Chinese liquor belongs to the first monsoon humid climate, with four distinct seasons, high temperature and rain in summer, mild and humid winter, annual precipitation of more than 1000 mm, lush vegetation, rich products, forming a unique water source, soil, climate, microorganisms, ecological environment, and rich wine culture and natural tourism resources.
2.1.1. Unique ecological and environmental resources for winemaking.
The Golden Triangle of Chinese Baijiu is rich in forest resources. Luzhou, Yibin and Zunyi are all "National Forest Cities", with a large number of national forest parks and 4A-level natural scenic spots. Among them, the forest area of Luzhou City is nearly 10 million mu, the forest stock is more than 3,000 cubic meters, and the forest coverage rate is 504%。The forest coverage rate of Yibin City is 446%。The forest area of Zunyi City is 26.62 million mu, and the forest stock is 9615060,000 cubic meters, with a forest coverage rate of 5769%。Forests play an important role in regulating climate, conserving water and water, improving soil, reducing pollution, and maintaining ecological balance, providing unique ecological and environmental resources for brewing high-quality liquor. The Gulin and Zunyi areas of Luzhou have a large number of karst landforms, which naturally generate many natural karst caves, providing an unparalleled liquor cave storage environment.
2.1.2 Abundant water resources for winemaking.
The traditional liquor is made of well water, which is a groundwater resource, which is the unique ecological environment of the Golden Triangle of Chinese Baijiu and conserves a large amount of underground water sources. The Luzhou Laojiao factory still retains the "Longquan Well" that has been used for brewing wine for hundreds of years. With the rise of large-scale and modern winemaking, well water can no longer meet the needs of industrial development, and the treated river water has become the most important source of winemaking. The Golden Triangle of Chinese Baijiu is located in the upper reaches of the Yangtze River, the Chishui River Basin, where the Tuojiang River and the Minjiang River meet the Yangtze River, and has abundant and high-quality water resources. The river environment is also an important tourism resource.
2.1.3 Rare soil and natural resources.
Climatic and soil conditions determine the "one side of water and soil", sorghum is one of the most important raw materials for winemaking, and Luzhou and other regions are rich in glutinous red sorghum, and after more than ten years of development, a large-scale organic sorghum planting base has been formed, as an important winemaking ecological agricultural tourism resources. The yellow mud in the area of "Wudu River" in Luzhou has strong viscosity, humus forms a network colloidal structure, and has good water retention, which is one of the best raw materials for brewing cellar mud culture.
2.2. Humanistic tourism resources
Zunyi, Luzhou and Yibin have a long history of establishment, and the history and culture of winemaking have a long history. According to the "Book of Han", as early as the Warring States Period, Zunyi began to brew "Konjac sauce wine", and "Water Jing River Water Note" records that the Ba people in southern Sichuan in the Han Dynasty were good at brewing "Baxiang sake". The long history of winemaking has endowed the region with rich and diverse cultural tourism resources.
2.2.1 Large-scale winemaking heritage resources.
China's liquor Golden Triangle liquor enterprises have a large number of liquor material cultural heritage, intangible cultural heritage and industrial heritage. Among them, there are 16 old workshops in Luzhou Laojiao, 1,619 old cellar pools with an age of more than 100 years, and 3 wine storage caves, all of which are the fourth batch of national key cultural relics protection units, which are the largest in China's liquor industry, the longest continuous use time, and the most complete material cultural heritage. Moutai Company has 3 wineries, koji-making and wine warehouses and other infrastructure, and the Wuliangye Laojiao Pond Site has been selected as the seventh batch of national key cultural relics protection units.
In addition, the Langjiu Temple of Heaven Wine Storage Cave is listed as a key cultural relics protection unit in Sichuan Province. In 2006, "Moutai Liquor Brewing Technique" and "Luzhou Laojiao Liquor Brewing Technique" were selected as the first batch of national intangible cultural heritage; "Langjiu Traditional Brewing Techniques" and "Wuliangye Liquor Traditional Brewing Techniques" were selected as the second batch of national intangible cultural heritage. In 2018, "Luzhou Laojiao Cellar Pond Group and Brewing Workshop", "Wuliangye Cellar Pond Group and Brewing Workshop" and "Moutai Liquor Brewing Workshop" were included in the second batch of national industrial heritage list. In addition, it also includes sites and relics related to the liquor industry in the area, such as "Luzhou Phoenix Mountain Wine Kiln Site"; A large number of wine-related cultural relics have been unearthed in the area, such as wine-related Han bricks, Song Dynasty stone carvings, wine utensils, wine utensils, etc. These valuable winemaking heritages are a microcosm of the development of Chinese liquor and one of the most important liquor culture tourism resources.
2.2.2 World-renowned liquor brand resources.
From a worldwide perspective, mature large-scale wine tourism projects are located in the corresponding wine production areas, through industrial advantages, gathering tourism resources, and developing tourism projects. The core cultural element of the production area is the famous liquor brand. Brand is an intangible asset with economic value and cultural attributes, which occupies a certain position in people's consciousness and is an important carrier and cultural core of cultural tourism. Similar to Bordeaux in France, the winery group and wine town group tourism; The 85-kilometer wine tourism road from Germany to Puzhou, the Munich beer pilgrimage and other famous wine culture tourism projects. Liquor brand resources include origin brands and product brands. The origin brands include the geographical protection indication of "China's Liquor Golden Triangle", the three "World Spirits Producing Areas" of Zunyi, Luzhou and Yibin, and the brands of "Liquor Capital" and "Liquor City"; Product brand resources include famous liquor brands such as Moutai, Dongjiu, Luzhou Laojiao, Langjiu, Wuliangye and so on. At the same time, the wine products themselves are also unique tourism products, and the wine products and appendages have a certain cultural and creative foundation.
2.2.3. Profound wine culture accumulation.
The long history of liquor making has endowed the Golden Triangle of Chinese liquor with a profound accumulation of liquor culture. First, it has formed traditional wine culture and customs, such as the annual "Sealing Ceremony" in Luzhou on the second day of the second lunar month, and the "Sorghum Red" activity in July every year; "Drink a single bowl" in the Luzhou area; In southern Sichuan, guests are invited to eat "artillery", and "Doudouer wine" is purchased for funerals; Guizhou's "barricade wine" and "send-off wine" and so on. Second, a large number of important liquor culture venues have been formed, such as wine culture museums, including "Luzhou Laojiao Museum", "Moutai Liquor Culture City", "Wuliangye Liquor History Museum", "Guizhou Liquor Culture Museum", etc.; Wine culture villages and towns, including "Moutai Style Town", "Langjiu Manor", Luzhou City, "Famous Wine Garden, Famous Town, Famous Village", etc. Third, it has accumulated a large number of literary and artistic forms and works related to wine. Fourth, there are many great people and celebrities related to wine in the region. It can be used as an important wine culture tourism resource.
2.2.4 Unique winemaking buildings and facilities.
Characteristic buildings are an important tourist resource. Winemaking buildings and facilities belong to special buildings, including winemaking workshops, winemaking workshops, winemaking industrial parks, winemaking packaging workshops, winemaking storage buildings and facilities, wine-storing caves, modern storage centers, large-scale granaries, wine-testing centers, scientific research centers, wine-castles, wineries, restaurants, wine wharves, etc.
3. Development analysis and development model of wine culture tourism resources
Compared with the famous foreign liquor culture tourism destinations, China's liquor Golden Triangle has a long history of liquor-making, good natural and ecological environment protection, and has a large number of liquor culture tourism resources, but the development of liquor culture tourism is far from it, and the liquor culture tourism resources have not been fully utilized.
3.1 Cultural connotation in tourism resources.
The excavation of profound and rich cultural connotation of tourism resources is an important foundation for the development of liquor culture and tourism in the Golden Triangle of Chinese Baijiu. The cultural tourism resources of China's Baijiu Golden Triangle have profound and rich cultural connotations, but these cultural connotations have not been fully explored and utilized. For example, local governments and wine companies have built many wine culture museums, but the museums generally have problems such as lack of collections, single content, and backward display forms, and do not fully display the winemaking culture such as winemaking history and winemaking skills. Strengthen the research and excavation of cultural connotation, including the study of the history of winemaking in the region, the original and research of the new winemaking platform for the display items related to the history of winemaking, the study of the historical culture of the sites, buildings, workshops, cellars and other historical and cultural relics in the relevant cultural relics protection units, and the in-depth study of traditional brewing techniques. At the same time, a series of corresponding research results will be formed, which will become an important foundation for the development of cultural tourism in the Golden Triangle of Chinese Baijiu, an important cultural reference for the creation of scenic spots and landscapes, and an important content for museum display.
Fully excavating the cultural connotation of regional wine culture tourism resources is also an important foundation for regional wine culture tourism planning. The regional tourism project will be used as a high-quality tourism route, and the tourism resources need to be fully analyzed and selected. For example, the "winery tour" in Bordeaux, France, is composed of eight famous wineries in different regions, forming a characteristic tour of the winery. The development and construction of a single scenic spot needs to make full use of its own resources, highlight the types and characteristics of corresponding resources, and form a comprehensive wine culture tourism scenic spot.
3.2. The integrated development model of "wine industry + tourism".
Deepen the integrated development model of "liquor industry + tourism", and promote the integrated development of liquor culture and tourism in China's liquor Golden Triangle. China's liquor culture tourism in the Golden Triangle of liquor needs to combine the concept of all-for-one tourism, with leisure and vacation tourism as the background, relying on the experience of the liquor industry, through the construction of regional public resources, screening in the liquor culture tourism resources, and combining with other related tourism resources, the development of high-quality tourism routes, and the creation of tourism facilities and equipment.
The most prominent feature of wine culture tourism is the wine industry. As an important part of the liquor industry, liquor sites, liquor parks, liquor factories, liquor buildings, liquor storage facilities, and other facilities and equipment are the most worthy of experience and visit of liquor culture tourism, and "liquor industry + tourism" is to give the basic functions of liquor industry tourism, including the most basic "food, housing, travel, travel, shopping and entertainment", etc., and the basic tourism functions should integrate the cultural elements of the liquor industry. "Eating" requires eating the characteristics of wine culture, such as creative wine culture banquet, eating sorghum rice, boiling sake lees eggs, etc.; "Living" is also different from ordinary tourism, such as staying in a winery, wine castle, etc. In the same way, travel, tours, tourism products, entertainment venues, etc. need to be deeply integrated with the wine industry.
3.3. The planning of wine culture and tourism should take precedence, based on long-term strategic development
At present, the creation of wine culture tourism in various regions is only limited to the location of wine enterprises, the scenic spots are scattered and unsystematic, the following trend between industries is serious, and the lack of differences between wine companies leads to problems such as scattered investment and duplicate investment. China's liquor Golden Triangle liquor culture tourism needs to formulate a 10 to 20 year overall plan, fully consider the international, domestic and regional economic development trends, pay attention to give full play to regional characteristics and the advantages of liquor enterprises, reasonably plan the location of scenic spots, and do a good job in transportation, travel, accommodation and other infrastructure planning; On the basis of the overall plan, the wine enterprises formulate the enterprise wine culture tourism plan according to their own characteristics, clarify the outline of the construction of tourist attractions, and determine whether to build new wine culture museums, heritage museums and other tourism facilities. At the same time of planning, the introduction of corresponding policies and systems to ensure the implementation of the plan, the innovation of the wine culture tourism system, the introduction of social capital, the establishment of a series of talent guarantee mechanisms, the cultivation of professional wine culture tourism talent team.
3.4. Create a regional wine culture tourism boutique project
The regional wine culture tourism boutique project needs to be led by the first leader, the wine company set up the stage, and the professional tourism developer to jointly build.
China's liquor Golden Triangle liquor culture tourism involves Guizhou and Sichuan provinces and three cities, and there are differences in policies and systems between regions. On the basis of taking the lead, the relevant enterprises and wine companies jointly set up intermediary institutions, such as the Wine Culture and Tourism Association and other social organizations, to participate in the coordination of related matters. The core of wine culture tourism is the liquor enterprise, which is not only the investor of funds, but also the biggest beneficiary. Due to the high degree of professionalism of the new brewing platform in the tourism industry, professional people do professional things, formulate a reasonable benefit-sharing model, and introduce professional tourism developers to participate in the planning and planning of tourism projects in the early stage, mid-term design, construction, and later operation and management. **The joint participation of associations, enterprises, developers, operators and other parties is the guarantee for the development of China's liquor Golden Triangle liquor cultural tourism project.
4 Conclusion
China's liquor Golden Triangle has a long history and culture of liquor, rich resources of liquor culture tourism, and has huge prospects for the development of liquor culture tourism. These valuable tourism resources are the basis for creating all-for-one tourism, vacation tourism and industrial tourism of wine culture. Wine culture tourism, wine industry development, wine brand promotion, etc. complement each other, and have important strategic significance for stimulating local economic and social development and protecting the regional ecological environment.
Over the years, local governments and enterprises in the region have successively carried out wine culture tourism projects according to their own development needs, and have also built and declared a series of high-level tourist attractions, receiving nearly one million wine culture tourists every year. However, due to the location in the west, the tourism development is relatively backward, the regions are limited by various conditions, the regional linkage of wine culture is difficult, and the research and utilization of wine culture tourism resources are limited, so it is difficult to form a unique and world-oriented wine culture tourism boutique project, and there is a big gap with the world-famous wine production area tourism project.
The development of regional wine culture tourism needs the joint participation of national enterprises, associations, enterprises, tourism development operators, etc., joint development, relevant planning, in-depth excavation of tourism resources connotation culture, regional linkage to create tourism boutiques, constantly improve the level of scenic spots, strengthen the declaration of world heritage, etc., to promote the development of China's liquor Golden Triangle wine culture tourism, become a domestic characteristic tourism, promote to the world, and continuously expand its influence. List of high-quality authors