**: Xinhua Daily Telegraph, February 13
Author: Sun Ruofeng.
Every year during the Spring Festival, thousands of people choose to travel in response to the call of their relatives in their hometown and the call of their hearts. The history of the "Spring Festival" is not long, but the tradition of returning to the hometown for the New Year has a long history, and it is combined with activities such as entering the ancestral hall and making sacrifices for thousands of years. It is not said that returning home for the New Year is tourism, but now there is a clear trend that more and more people are choosing the "family tourism" model, making tourism an important part of the return trip.
Since ancient times, the cultural model of returning home for the Chinese New Year has trained generations of people and shaped today's Spring Festival tourism paradigm. At present, the transformation and upgrading of the tourism industry is a prominent direction to integrate into the excellent traditional Chinese culture. In particular, the consciousness, concepts and methods expressed in rural tourism, urban tourism, night economy, etc., can be found in the logic. Returning home for the Chinese New Year and traveling during the Spring Festival reflect the common "walking" characteristics of this land.
In fact, not only the Spring Festival, but also festivals such as Qingming, Mid-Autumn Festival, and Chongyang will touch the homecoming thoughts of Chinese. And the Spring Festival is the most important festival, and it is also the strongest mobilization order for returning home. The invitation to return home for the New Year was a "letter from the ancestors". China is a representative country of agricultural civilization, in the long history, blood relatives have laid a deep social foundation, we pay special attention to ethics in culture, attach importance to family affection, even if you travel thousands of miles or even across the ocean, you always want to go home for the New Year.
What attracts the Chinese New Year to return to the hometown is the "three flavors": one is the local taste, in the Han Dynasty's "Nineteen Ancient Poems", it is said that "Humayi is in the north wind, and the bird's nest is in the south branch", which is actually from the perspective of biology and human behavior to explain the nostalgia for the hometown; The second is the cultural taste, whether it is for the government or the people, in the city or in the countryside, literacy or not, everyone has been influenced by the culture of their hometown, and returning home is to relive the classroom of enlightenment; The third is the human touch, "every festival to think of relatives", the New Year's hometown to return to nature is to "go home", this kind of family feelings and hometown complex is an important part of the excellent Chinese culture, and is still the conscious compliance of people today, these thoughts show the lasting appeal and cohesion of Chinese culture.
Today's tourism is in pursuit of these "three flavors" - this is the relay of returning home for the New Year. In the past, walking with emotion and ritual at festivals has become a gesture of tourism today. "Three flavors", of course, is a spring breeze for homecoming travelers, and tourists from other places will also have relatives. In the eyes of tourists, the countryside and villagers are our land, our people, our hometown and our country, and they are the roots of Chinese culture. And not only the countryside, the city is also our home, with the traces of the work and life of our parents, the glory of our ancestors, and the fireworks that have nurtured generations.
The land of the hometown, the culture of the hometown, and the people of the hometown have increasingly become the basic structure of tourism, especially the "soul three-piece set" of characteristic tourism. Therefore, no matter in the face of returning homecoming travelers or foreign tourists, we must do three things: first, we must protect the natural environment, only green mountains and clear waters can carry nostalgia; Second, it is necessary to protect the historical texture and cultural memory of urban and rural areas, especially to cherish and use intangible cultural heritage, so that wanderers and tourists can understand the road here; The third is to use the "three flavors" to unite the local residents and restore the local cultural ecology, you must know that the "complexion" of urban and rural residents from the inside out, and the "face" of their hospitality are the most important "scenery" of the local area.
Returning home for the Chinese New Year has made us further understand the law of developing tourism, especially special tourism. The first is the combination of change and invariance. When the wanderer returns to his hometown, he wants to see both the traces of the past and the new changes, and in the same way, the tourist wants to meet the aesthetic expectations but also wants to be surprised. The combination of tradition and the times, fashion and the market is the most popular. For example, Harbin has recently become a "top stream", which not only makes tourists refreshed, but also makes local residents say "I don't know each other".
The second is the host's interaction with the guest. The people who return to their hometowns are the guests, family members, relatives, classmates, and children are the hosts, and the reunion dinner and night talk around the fireplace are all host-guest interactions. Whether it is in urban tourism or rural tourism, it now shows the trend of sharing between the host and the guest, and the participating citizens and villagers are not necessarily tour operators or stakeholders, they are purely out of the sense of responsibility and pride of the host, which is the most eye-catching in the phenomenon of Zibo barbecue, Rongjiang village super, Harbin ice and snow tourism fever.
Then there is the combination of reality and ideals. When I return home for the New Year, I bring home blessings and expectations for a happy life. When tourists enter various scenic spots and scenic spots, they actually enter the "predetermined" scene, and accept the "story" products created by the operators through creative transformation and technological improvement of characteristic resources.
In the past, I went back, and the willows followed; Now I think about it, the rain and snow are falling. "Since the Book of Songs, there has been a steady stream of works about leaving the country and returning home. Today, around this theme, in addition to literary and artistic works, the cultural industry and tourism are another new expression. (The author is the director of the National Tourism Standardization Technical Committee).