** People's Tribune - People's Tribune Magazine.
*Please specify**.
In recent years, "Tourism for the New Year" and "Reverse Spring Festival" have become popular, and "Cloud New Year", "Cloud Gathering", "Five Blessings", and "Red Envelopes" have ......It seems to have become a new "New Year's goods", with a series of in-depth tours, peripheral tours, self-driving tours, and one-person tours, all of which are attracting more and more young people and their families to participate in it. It is estimated that the Spring Festival holiday is 8 days and 47.4 billion people, the total travel cost of domestic tourists is 63268.7 billion yuan. What are the new trends of this generation of young people traveling for the New Year? Does leaving home for the Chinese New Year mean that the smell of the New Year fades or disappears? Follow together.
What are the new trends of young people traveling for the New Year? The form of reunion is changing, and he actively chooses to spend the New Year in a different city and a foreign land. On the one hand, young people no longer blindly pursue going home for the New Year, but let their parents and family go to the city where they struggle and live to experience the New Year's life, so as to achieve the reverse reunion of the family. With the transformation of China's family structure and generational transformation, young people are becoming the core and pillar of the family. The "post-80s" and "post-90s" generations have grown into the main force in the workplace, settling down and working in the city, the phenomenon of parents moving with them has increased, the nuclear family has gradually become the mainstream, and the constraints of the backbone family and the traditional family have also weakened. Under this trend, the "Chinese New Year" is no longer limited by geography, and the way families reunite during the Spring Festival has also changed. Under the traditional value concept of "going home for the New Year", it is the hometown that is connected by geographical kinship, and young people have come up with the new concept of "where you are at home" and "with your family, no matter when and where, it is the New Year". The impact of this concept on parents is that they are willing to choose to accommodate the "small family" and participate in the reverse Spring Festival, and the phenomenon of parents going to the cities where their children live for the New Year and traveling by the way has increased. On the other hand, young families have broken the limitations of local consumption and traveled to other cities or villages to experience cultural customs, and urban youth have also become a trend to travel in the middle and new years. As the structure of the home becomes smaller and the flow power increases, the home becomes lighter and lighter, and it has become a new possibility to carry out family Spring Festival tourism, and the trend of "North and South residents swapping for the New Year" is becoming more and more obvious. In January 2024, the author's research group conducted an online questionnaire survey for three youth groups: post-80s, post-90s, and post-00s, showing that 875% of the respondents said that they have travel plans for the Spring Festival holiday in 2024, most of which are concentrated in the middle and new years of the year, and their usual travel habits such as self-driving tours, camping tours, and farmhouse experiences are extended to the Spring Festival. However, unlike other holidays, respondents' descriptions of Spring Festival tourism are always associated with keywords such as "family", "reunion" and "together". Attention is changing, chasing new ways to play the medium ritual. During the Spring Festival, traditional and emerging New Year's customs activities have become an important option for young people to make a pilgrimage. First of all, the traditional CCTV Spring Festival Gala has become nostalgic food, and the Internet celebrity Spring Festival Gala can better reflect the "sense of life". With the advent of the Spring Festival Gala on the Internet, especially in 2010, the first station B was broken, and the transformation of media tools from TV to the Internet has greatly reduced young people's interest in watching the Spring Festival Gala on TV. The Internet celebrity Spring Festival Gala created by local satellite TV and media platforms not only realizes the transcendence of the Spring Festival Gala ceremony, but also links youth traffic and relaxed and lively stage creation, and the behavior of the Internet celebrity Spring Festival Gala itself reflects the positive acceptance of new things by young people. Seizing this change, Henan Satellite TV's series of Spring Festival Gala programs directly focused on young people's travel decisions. The questionnaire found that 6607% of the respondents have an understanding of Henan Satellite TV's Chinese festival series, not only more than half of the young people will watch the Henan Spring Festival Gala, more than 90% of the respondents believe that Henan Satellite TV directly stimulates their motivation to travel to Henan scenic spots. Secondly, the Spring Festival in influencer destinations has become the first choice for young people to practice media. According to Ctrip's report, as of January 5, 2024, 70% of long-haul travel bookings during the Spring Festival holiday accounted for 70%, and more than 60% of domestic destinations recorded air tickets surpassed last year. Among them, due to the "Erbin" out of the circle, Harbin's tourism popularity continued to the Spring Festival holiday, and travel booking orders increased by more than 14 times year-on-year. At the same time, Internet celebrity destinations are also more active in creating attractive New Year's customs experience activities and scenes, and Zibo ** has launched a series of activities of "Hospitality Shandong New Year Party", hoping to change from Internet celebrity to "ever-popular". It can be seen that through the first transmission, the first agglomeration characteristics of tourist destinations and the reunion atmosphere of the traditional Spring Festival are naturally inherited, and young people from different regions check in the exotic Spring Festival culture, and the new needs and new experiences of "New Year" will be met in tourist destinations. Finally, the fun, fresh and trendy hot spots embedded in the short ** are the trigger points for young people to travel during the Spring Festival. Chaoshan Ying Song and Dance became popular during the Spring Festival in 2023, precisely because of the rapid capture and popularity of the media phenomenon by young people, and then a large number of tourists chose to go to the Chaoshan area to experience the charm of Ying Song and Dance firsthand. During the Spring Festival in 2023, Chaozhou received a total of 285 tourists300,000 person-times, a year-on-year increase of **441%, the passenger flow far exceeded the "highest peak" in the same period in history; Shantou received more than 2.22 million tourists, including 1.36 million on the third day of the Lunar New Year alone, and 110 tourists stayed for more than three days80 thousand. According to the "Xiaohongshu 2023 Spring Festival Consumption Report", during the Spring Festival, 500,000 people shared Chaoshan's intangible cultural heritage - English song and dance on Xiaohongshu. Nostalgia is displaced, and young people go to the strange to find the familiar flavor of the year. Hometown is no longer the first choice for young people to "find the flavor of the New Year", and it has become a new pursuit for young people to experience the culture of the Spring Festival in a strange but lively place to find a familiar New Year's flavor. On the one hand, young people have been in the countryside for a long time, and their connection with the original society has been greatly weakened, and they are full of unfamiliarity with the places they should be familiar with, and the difficulty and cost of re-embedding themselves in the society of returning home during the Spring Festival have become higher. In addition, the process of urbanization has brought great changes to the appearance of the countryside, and the venue, environment and atmosphere of the rural New Year have also changed. For many young and middle-aged people, the familiar places when they were young have become unfamiliar. Since nostalgia is difficult to find in their hometowns, people go to other places to find their hometowns. On the other hand, with the abundance of material conditions, people have higher requirements for the spiritual level of "New Year's flavor", and the threshold of satisfaction has also risen accordingly. Festivals and ceremonies used to be the compensation for the lack of leisure and entertainment in the daily life of working people, but now "eating, drinking and merrymaking" has become commonplace, a sumptuous dinner, a new clothes, and a gathering are no longer the expectations that are often missed, and the distinction between festivals and non-festivals in material enjoyment is reduced, and the sense of surprise and expectation is weakened. Therefore, under the influence of the dual factors of "weak connection with the countryside" and "high demand for New Year's flavor", young people have full motivation to leave and find the New Year's flavor in their hearts. People either flock to market towns, vegetable markets, thrift markets, and alleys in ancient towns to feel the fireworks and reminisce about the old scenes; For example, Beijing, Guangzhou, and Chengdu have become popular tourist destinations for the Spring Festival, and a large number of young people from other places are immersed in activities such as buying lanterns, visiting temple fairs, visiting flower markets, and showing off food, and they fill the gap of nostalgia with the memories of foreign terroir. At the same time, the connection of interpersonal relationships in traditional festivals under the background of mobility is no longer focused on blood relationship, and the relationship between karma, learning, geography, and interest has also become close due to the Spring Festival.
What are the new pursuits of young people for the Cultural New Year? The Chinese New Year is a prayer for "newness", and tourism is a "new" experience for young people. From ancient times to the present, many customs of the Chinese New Year have revolved around "removing the old and welcoming the new". "One year old in the sound of firecrackers" and "always replace the new peach with the old charm", Wang Anshi's "Yuan Ri" describes the traditional customs of the ancients to set off firecrackers and paste couplets to welcome the New Year. The Spring Festival kicks off the New Year, a meaningful and creative moment that allows both society and individuals to grasp the rhythm of the cycle. Therefore, it is necessary to buy new clothes, wear new shoes, and wear new hats during the Spring Festival. By analogy, tourism is also a way for the current generation to welcome the new. What is special is that the Chinese New Year tourism concretizes the symbolic behavior of "borrowing things for innovation" into a new experience, which is manifested in two ways: first, tourism for the New Year helps to acquire new knowledge. Unlike the repetitive activities of familiar places, travel is the experience of traveling to a different place to experience the lives of others, and you can enjoy the journey while gaining new knowledge. This way of celebrating the New Year is popular among young people, and in recent years, "museum Spring Festival fever" has emerged in various places. Second, traveling for the Chinese New Year helps to shape the stickiness of social interactions. Tourism not only separates social redundancy from spatial compression or spatial separation, but also brings new social opportunities to young people. For example, bringing both parents to the young couple's home for the Chinese New Year saves the young people the Spring Festival dilemma of "going back to their mother-in-law's house or their parents' home", and can strengthen the bond between the two families. In essence, the cultural tradition of saying goodbye to the old and welcoming the new during the Spring Festival is embedded in the specific form of tourism for the New Year, but tourism not only profoundly expresses the festival attitude of "welcoming the new", but also enriches the "new" sense of experience and gain. The Chinese New Year is a contest about "dazzling", and tourism accumulates capital for young people's self-presentation. Every New Year's Day, relatives at home reunite, in addition to sending blessings to each other, it is also an essential link for the seven aunts and eight aunts to show off each other, which often brings pressure to young people for the New Year. They expressed their wonder why they faced the burden of work and study in their daily lives, and when they returned to their familiar big family, they had to face the praise and interrogation of relatives. Sometimes "Dazzle" is not out of his own will, but he has to take into account the decency of his parents and the future of his children. But it is also a way for individuals in acquaintance societies to learn about others, maintain kinship, and improve their own sense of existence, and the cultural undertones of vernacular societies require people to unite each other by sharing with each other. Using "dazzle" to present oneself and connect with each other has become a way for contemporary people to maintain the community life of acquaintances. The travel experience has just become a new "can be exposed" and "can be shown" capital. On the one hand, the basic premise of travel is "money" and "time", and "traveling with parents and children during the New Year" is not only a manifestation of family happiness, but also a potential expression of relative abundance and freedom of time, and can also make the family feel face. On the other hand, the beautiful scenery, food, fresh stories, and novel feelings in the travel experience itself are worth sharing. At the same time, tourism consumption has the effect of taste separation, and young people's travel experience shows the spiritual wealth of "long knowledge" and "eye-opening", so that they can also break free from the short topics of parents and find a stage for self-presentation. The Chinese New Year is about the expression of "love", and tourism realizes emotional transmission in the flow. The Spring Festival is the emotional root of the Chinese. From the perspective of the nation, the Spring Festival is the strongest rhythm on the land of China, and the Chinese New Year is a feast for Chinese people around the world to pray for auspiciousness, and they jointly place comfort and hope; From the perspective of the family, the cultural rituals of the Spring Festival contain the family style of loyalty, the warmth of family reunion, and the virtues of faithfulness and filial piety. As an important scene for families to obtain happiness, family tourism naturally has the role of emotional expression, transmission and warming. On the one hand, adult children travel with their parents often related to "filial piety", and family New Year travel is due to the children's expression of filial piety and the positive response of parents, and emotions such as gratitude and compensation, pay and satisfaction flow in it. On the other hand, traveling with children is based on the theme of "intimacy", and family building and tourism education are also embedded in it. The New Year's outing not only brings novel experiences to children, but also brings "Nian" and "pro" together, leaving emotional memories and shaping new nostalgia. Eventually, the fluid situation creates an emotional-based process ritual, in which family members participate in "eating, living, traveling, traveling, entertaining, and shopping", and the family's right to speak is also transferred and exchanged, and they see different each other in an unconventional environment. The Chinese New Year is about the tracing of "roots", and tourism has become a way for young people to find their roots and take root again. Whether it is returning to the hometown or traveling, the flow of the Chinese New Year is closely related to "root-seeking". Under the influence of urbanization and industrialization, the understanding of "roots" among contemporary young people has undergone great changes, and they are no longer attached to a certain place where blood and geography are united or abstracted as a legendary tree or a stone, but have expanded to any other object that can obtain belonging and place their hearts. First, the wider the scope of youth, the wider the scope of cultural roots. They can find their ideal lifestyle in the daily lives of others, and they can also perceive the self-consciousness rooted in their hearts through the "tourist gaze", and then gain a strong inner motivation. Second, respecting and searching for historical relics and the roots of civilization is still deeply rooted in the cultural genes of the Chinese. The questionnaire survey found that the young people interviewed believe that the most attractive thing in Henan Satellite TV's Spring Festival series is not cool technology and media, nor sensational interaction, but traditional, local and cultural content production. 80% of the respondents believe that "the integration of traditional culture and modern technology" is the key to the innovation of traditional Chinese programs. Third, the cultural identity of young people needs to be deepened, and the boundaries of their cultural identity are also expanding. Under the background of international tension, rapid scientific and technological progress, and rapidly changing industrial environment, the cultural identity of contemporary people needs to be closely linked with national identity and national identity.
How to understand, catch up and promote the Spring Festival cultural tourism trend of young people? Understanding: Form change is the norm, and it is necessary to pay attention to the reach of young people's cultural tourism practice to the core of Spring Festival culture. As the most important traditional festival in China, the Spring Festival has rich cultural connotations and a long history. Just as peach charms evolved into couplets, and firecrackers turned into fireworks and lights, the forms of expression and celebration of the New Year have been changing with the progress of the times and social changes. However, the cultural connotations of "family reunion", "praying for blessings" and "seeking roots" that have grown in China's thick cultural soil have not changed, and have been enriched and deepened in the fluid context. Therefore, the form of young people's Spring Festival is changing dynamically, which does not mean that "the taste of the New Year is becoming weaker". To stimulate the vitality of traditional festivals with cultural tourism innovation, we should fully realize that the change of the form of the Spring Festival is the norm, and we need to pay more attention to the depth of embedding of Spring Festival culture in the flow of tourism and the cultural centripetal force caused by the gathering of people. Young people are an important force in society, and their cultural tourism practice can better reflect the trend of the times and the trend of social development. Through the in-depth observation and grasp of young people's cultural tourism consumption experience and New Year forms during the Spring Festival, we can understand their ways and methods and internal demands for innovating and developing Spring Festival culture, and guide them to reach the cultural core of the Spring Festival in the practice of cultural tourism, so as to better cultivate the new generation of inheriting the Spring Festival culture and shape the cultural consciousness and cultural confidence of young people in Chinese culture. Catch up: Destinations need to plan their layouts and prepare for the Spring Festival. For the reverse Spring Festival transportation of small families, at the city level, it is necessary to be prepared to welcome the "big reunion" of "small families" on the spot. Traditional urban New Year activities should not only be aimed at young people, but also pay attention to the groups of parents who come from thousands of miles away, and pay more attention to children's New Year's experience. Avoid overshadowing the needs of other family members with young people's new ways to play the Spring Festival. Especially for the middle-aged and elderly people to travel to the city for the Spring Festival, it is also necessary to combine the city's overall festival atmosphere and public services to support to ensure the high-quality operation of leisure facilities during the Spring Festival: including the normal operation of living infrastructure, to provide basic guarantee for the New Year of families reunited in different places such as "the whole family visits the supermarket" and "farmers' wholesale market Tun New Year's goods"; At the same time, it also includes the adaptation of leisure infrastructure for the elderly, such as providing intimate tourism services in urban parks, commercial blocks, natural scenic spots and other places that are popular with the elderly, creating a traditional New Year's atmosphere and interactive scenes, so that the elderly can get full satisfaction for the New Year in other places. For young people's Spring Festival trips, at the destination level, it is necessary to be prepared to welcome young people to seek new experiences in other places. Local governments and business entities should leverage young people to achieve traffic blessings, create high-quality and creative experience activities around the "Year of Young People", provide sincere and personalized tourism services, present a colorful and full of local culture, and do a good job in experiential marketing planning to create opportunities. Boost: The convergence of technology and culture will promote the deep integration of young people's tourism for the New Year and the Spring Festival culture. First of all, with the help of modern technology, the innovative expression of traditional culture will be realized, and young people will be provided with a more cultural tourism experience. The integration of traditional culture and modern technology has become the engine to promote the innovation and inheritance of traditional culture and traditional festivals. To promote the innovation and development of cultural tourism during the Spring Festival, we can effectively link virtual reality, augmented reality, artificial intelligence, Internet of Things and big data and other technical means with traditional culture, open up imagination space for traditional Spring Festival culture, integrate concepts in fashion, dance, design and other fields, and make the Spring Festival have modern vitality and aesthetic value. For example, with the help of the innovative planning of the local Spring Festival Gala, we will create a local story script full of storytelling, scene-based, atmosphere, and sense of the times, so as to realize the local Spring Festival momentum and cultural dissemination. Secondly, with the help of the two-way joint efforts of the official media and self-government, we will guide the practice of young people's Spring Festival cultural tourism. On the one hand, we will continue to give full play to the authority of the government, take the initiative to create and grasp the best communication hotspots, prepare a special operation team, and make up for the momentum before the year, make efforts in the middle of the year, and make up for the momentum after the year, and capture the small communication catalysts that can accurately present the deep connection and interaction between young people and the destination, form a close linkage between online and offline, and continue to superimpose heat and attract traffic for the destination. On the other hand, the self-leading team of high-quality, local, and young audiences will maximize the excavation and hyper-real presentation of local traditional New Year customs, provide impactful cultural content for young people's Spring Festival cultural tourism decisions, capture the attention of young people most extensively, and cultivate young people's diverse cognition and multiple identities about Chinese New Year culture in the communication.
The above is slightly abridged from |People's Tribune Magazine, February (I) Original Title: |Young people's Spring Festival cultural tourism trend author |Sun Jiuxiaxin, Professor of the School of Tourism, Sun Yat-sen University, Director of the Research Center for Tourism, Leisure and Social Development of Sun Yat-sen University, and Executive Director of the Key Laboratory of Greater Bay Area Humanistic Community of Sun Yat-sen UniversityChang Chang's original article is edited |Danni Lee.
Welcome to follow