Tourism belongs to the tertiary industry, and vigorously developing tourism can promote local development in many aspects. The following is a survey report on the construction of cultural tourism that I collected for you. Welcome to read!
In order to revitalize the tourism industry, deepen the combination of culture and tourism in our region, give full play to the maximum benefit of the industry and create a more harmonious development environment. According to the annual work plan of CPPCC, in September 20 14, CPPCC organized some CPPCC Standing Committee members and related persons to conduct a one-month investigation on the construction of cultural tourism in our region. The research team went to Yansi, Xixinan, Qiankou, Chengkan and other towns with rich cultural tourism resources to conduct field research and hold meetings in the fields of culture and tourism.
Eight symposiums attended by representatives of democratic parties and personages without party affiliation and relevant experts and scholars, who went to XXX to study. Through investigation, fully understand the distribution of cultural tourism resources and the development of tourism industry in XX district, carefully analyze the main problems existing in the current cultural tourism construction in our district, and put forward some opinions and suggestions based on the advantages of cultural, tourism and ecological resources in our district and the current development trend of tourism. The investigation is hereby notified as follows:
I. Cultural Tourism Resources and Development Since the establishment of the district, the XX District Party Committee and the district government have made use of the rich natural and cultural resources in our district, and actively developed the tertiary industry such as tourism in line with the principle of paying equal attention to protection and development, and combining government leadership with market development. Cultural relics resources have been initially utilized, and tourism has made remarkable progress.
(1) Rich in cultural relics.
There are 4 state-level cultural relics protection units and 5 provincial-level cultural relics protection units in XX District, and their unit area ratio ranks in the forefront of the province. The ancient dwellings in XX district are widely praised by people in the industry for their high grade, large quantity and wide distribution. Among them, Chengkan Village, a historical and cultural protection area of "one village, two countries", has 2/kloc-0 national protected buildings, which is a veritable "national protected" village; Tangmo Village is characterized by Shuikou, Shuijie, Xiaozi Lake and ancient ginkgo trees, and is praised as a classic Shuikou village by the national garden community. In addition, 14 ancient villages such as Xixinan, Lingshan, Hongkeng and Shuyuan are also unique. In addition, there are also "Tongzi Mountain" and "Southern Anhui Dragon of Rock Temple" named by Chinese Academy of Sciences, as well as cultural sites such as cliff stone carvings of Xiaoyan Ancient Temple in Yuan Dynasty. According to incomplete statistics, there are more than 1 100 ancient dwellings and sites in various periods of Ming and Qing dynasties in the whole region.
(2) Intangible cultural heritage has many aspects.
In recent years, the handicrafts of Mao Feng in Huangshan Mountain and the culture of ×× Shuikou in the late Tang Dynasty have been listed in the protection list of intangible cultural heritage of provinces and cities respectively, and folk programs such as dance harmony, Liu Cuiniang and stick dance have been introduced, which have been welcomed and praised by all walks of life. Among the intangible cultural heritages, there are the Shangjiu Temple Fair in Yansi, the rotten belly treasure story spread all over the world, the Laba Temple Fair with a thousand mouths, and the Lingshan Lantern Festival, which are famous for their different styles.
XXX by historical celebrities can be like the Milky Way.
(4) Cultural tourism commodities gradually enter the market.
The cultural industry represented by bamboo carving industry has become a rising star, and leading figures such as Cao Yusheng, Hong Jianhua and Zhu Wei have emerged. They have won many gold and silver awards in some large-scale exhibitions and expositions, which shows the strength and competitiveness of bamboo carving industry in our region. At the same time, traditional crafts such as Huangshan Mao Feng, Huimo, Huipai bonsai, honey, and ×× seedlings have been continuously excavated, and some of them have begun to take shape, gradually moving towards industrial production, laying a foundation for the development of tourism products in the future.
(5) Rich and colorful tourism resources.
A large number of ancient houses, ancestral temples, ancient archways and many historical celebrities are destined to have high taste in tourism projects in XX District. Among them, there are Tangmo, the first village of Shuikou Garden in China, Chengkan, the ancient village of Yijing Bagua in China, Xixi South, the first original ecological mountain lake in East China, Fengle Lake, Qiankou Ming and Qing Dynasties residential museum, Chengkan Luoci, the former site of the New Fourth Army and many other tourist attractions. And they have "XXX cultural relics tour" and "famous mountains and rivers"
(6) Beautiful and pleasant ecological environment
Xx green mountains and clear water, forest coverage rate of 7 1.39%, fresh air and pleasant environment, known as "natural oxygen bar". In particular, the integration of ancient dwellings, ancient villages and nature, like landscape painting, is the highlight and advantage of developing cultural tourism.
Since the establishment of the district, especially in recent years, the district committee and district government have always adhered to the development strategy of "building an industrial zone, developing a strong zone, stabilizing an agricultural zone, developing a private zone and living a tourist zone", and always put the development of tourism in an important position. With the full cooperation of the competent departments of culture and tourism and the full cooperation of all walks of life, projects such as Qiankou Ming and Qing Garden, Chengkan Ancient Village, Tangmo and Xixi have been launched one after another. The external influence of XX District is further expanded, the number of tourists coming to Huizhou is increasing year by year, and the ticket income is further increased, which has laid a good foundation for the development of tourism in our district in the future.
Second, the main problems existing in the current tourism development While affirming the achievements made in the development of tourism in our region in recent years, we should also clearly see the problems existing in the current tourism development.
Some problems and deficiencies will directly restrict the further development of tourism in our region. Mainly includes the following aspects:
(A) the role of cultural tourism industry is not in place.
At present, some departments have not really recognized and positioned the cultural tourism industry as an important industry in the economic and social development of our region, and they have not grasped the relationship between input and output enough and have insufficient confidence. They think that the tourism tax is less and the effect is slow, and "rich areas are not rich areas" cannot form a pillar industry. Some departments regard the development of tourism as a tourism department's business, and do not take it as an important work of regional economic development to cooperate, which seriously affects the development speed of tourism. We should be soberly aware that the development of tourism, with the longest industrial chain and the widest driving range, is undoubtedly the sunrise industry in the future. Tourism is the need of harmonious economic and social development in our region, and it is also the need of unswervingly realizing the strategy of "establishing a region through industry".
(B) Tourism industry development professional planning is not in place
(C) the establishment of cultural tourism brand is not in place
Over the years, there is a lack of systematic investigation, collation and research on the cultural characteristics formed by the integration of historical and cultural accumulation of XX and modern culture with diverse characteristics, which has failed to form an accurate positioning that can guide the construction of cultural tourism in our region and lacks a unified brand. This directly affects the development direction, publicity and marketing of cultural tourism in our region. For a long time, the brand of regional cultural tourism is not clear, and the brand positioning of scenic spots has been constantly changing, not only lost in excavation and refining, but also lost in effective and standardized application.
(D) tourism management system reform is not in place
At present, the reform of tourism management system is relatively backward, and the tourism authorities are not suitable for the management functions required by large industries. On the one hand, the functional transformation of some government departments is still not in place, with more management and less services. The tourism industry has a strong correlation and covers a wide range, involving many government functional departments such as culture, urban construction, planning, publicity, land, transportation, agriculture and forestry, water conservancy and religion. Under the current system, it is still difficult to complete this effective coordination. On the other hand, on the whole, the development of tourism projects in our region has little investment, little strength and slow speed, and there is more or less a phenomenon of giving priority to public resources and slow speed. Therefore, it is necessary to improve and innovate the existing management system according to the new situation of tourism development.
(e) Major tourism products are not well-made.
Our region is rich in cultural tourism resources, with distinctive features, mainly sightseeing products, but its small, scattered and sparse features are also prominent, lacking attractive highlights. The companies operating scenic spots have weak comprehensive strength, low investment, slow construction, low development level and depth, and have not formed leading products with strong attraction, so it is difficult to form leading tourism products or fine products. On the whole, the scenic spots are scattered, and there is no cultural tourism industry leader. Therefore, we must integrate and deeply develop cultural tourism resources, and strive to make key tourism products in the region into fine products of domestic tourism.
(6) Tourism promotion is not in place.
Nowadays, the competition in the tourism market is increasingly prominent, and brand packaging and promotion are the key points. The tourism promotion in our region is insufficient, the scope of tourism promotion is limited, the publicity in the media can not be sustained, and the strong publicity momentum and synergy can not be formed, resulting in the low visibility of the scenic spot, which is still "kept in an indoor room and no one knows her", making the tourism brand unattractive and the tourists' visibility insufficient. At the same time, the publicity and promotion are insufficient, the promotion method is single and the innovation is insufficient. Fragmentation of various scenic spots and travel agencies is widespread, and there is no overall publicity trend. In addition, some scenic spots are not deeply excavated and packaged, which leads to the weak expansion of the tourism market.
(seven) infrastructure and supporting services are not in place.
At present, the advantages of large traffic environment in our district have been formed, but the road grade in scenic spots is low and there are few high-grade roads. For example, the circular tourist route of Qiankou-Tangmo-Academy-Lingshan-Chengkan makes it difficult for buses to enter some sections. As far as the whole region is concerned, the service system of "food, housing, transportation, travel, shopping and entertainment" is not mature enough, and the supporting facilities are not enough to meet the needs of tourists. There are no large tourist billboards at important traffic entrances (especially the exits of Tanghe Huangyan Temple). There is a serious shortage of tourist reception facilities, few hotels, low grade and small capacity, and there is a lack of colorful tourism forms such as leisure vacation, business exhibition and folk customs. In particular, entertainment venues and tourist shopping centers have not been properly configured, resulting in some tourists unable to enter or stay in the area for a short time. These aspects have seriously restricted the development of tourism.
(8) Huizhou culture is not fully integrated into tourism products.
Although there are three regional cultures in our region, the combination of scenery and culture, culture and tourism is not close enough. Basically, culture and tourism are two skins, and culture has not really been integrated into tourism products, and it has not become a new bright spot and new growth point of tourism. In the survey, it is also found that in recent years, the investment in cultural construction is insufficient, cultural activities lack necessary facilities and conditions, and the development of folk art groups lacks financial support, making it difficult to enter the market. There is a serious shortage of funds for the restoration, protection and management of cultural relics, and a serious shortage of professional research institutions to fully excavate, sort out and introduce Huizhou culture, which has brought certain constraints to the formation and development of cultural industries in our region. Due to the low application of historical culture, food culture and ecological culture in tourism, colorful culture and folk customs have not been fully displayed, and the intriguing human history and food culture have not been excavated and packaged enough, and the cultural injection of tourist attractions (spots) is poor. The beautiful natural scenery is exquisite but not aura, without cultural connotation and profound charm, which invisibly narrows the space for the rapid development of tourism in our region.
(9) The in-depth development of cultural tourism commodities is not in place.
Some tourism departments only pay attention to ticket income, but not enough attention to tourism commodities, and their operations are weak. The souvenirs developed in cultural tourism scenic spots are of low grade and uniform, and the popularity of XXX tourism commodities and handicrafts that can reflect the historical and cultural image has not been deeply explored and developed. Xx local traditional famous local products, such as Gongju, Lingshan Gong Mi, dried sweet potatoes, fermented grains and Lingshan bamboo weaving, have not been developed in large scale in cooperation with tourism. The construction of tourist commodity street is almost blank, and the lack of designated shops with distinctive products directly affects the stay time and consumption of tourists, resulting in low efficiency of tourism.
(10) The training of professionals in the tourism industry is not in place.
In the era of knowledge economy, professionals are the key to the development of tourism. However, from the actual situation in our region, the total number of tourism professionals is insufficient and the structure is unreasonable, such as the low comprehensive level of cultural tourism of tour guides, the low cultural quality of hotel employees and the lack of tourism planning and management talents. Tourism vocational education and training resources have not been properly integrated, and there is a lack of a unified and perfect docking mechanism for continuing education and professional training of employees. In the survey, we also found that some tour guides did not understand the cultural connotation of the scenic spots when introducing them, and the phenomenon of simple and blunt explanation and arrogance occurred from time to time. The lack of tourism professionals will inevitably directly restrict the follow-up development of tourism in our region.
Three, some suggestions to speed up the development of cultural tourism, give full play to the advantages of cultural resources in our region, and vigorously develop cultural tourism, which is of great significance to enhance the comprehensive strength and build a harmonious ×××××. In order to further promote the deep integration of cultural tourism and promote the development of tourism economy, we suggest:
(1) Protecting and cherishing cultural tourism resources according to law.
First, we should conduct a comprehensive survey to find out the family background. High-quality cultural tourism resources and good ecological resources are unique resources in our region. In order to facilitate the management and protection of cultural relics resources in the whole region, it is suggested that the cultural relics management office in the whole region be upgraded to a deputy-level unit, and Huizhou cultural resources (including intangible and historical remains) in the whole region should be cleaned up and surveyed, registered one by one, and files should be established so as to know the root and the bottom.
The second is to implement rescue protection and maintenance. Those who are in urgent need of protection and have the ability to do it should be rescued in time; For those that are still difficult for the time being, we should strive for it, compile projects as soon as possible, carry out maintenance, and prevent the precious heritage left by our ancestors from being lost.
The third is to announce a batch of "district insurance" as soon as possible. According to the nature of cultural relics, select a number of district-level cultural relics protection units and publish them. It is not only convenient for reporting step by step, but also convenient for protecting existing cultural relics according to law and reducing losses.
The fourth is to strengthen the overall protection of ancient villages according to law. Xx ancient village is a non-renewable precious resource. We must resolutely stop the appearance of buildings that are inconsistent and uncoordinated with the environmental features of ancient villages and ensure the charm of ancient villages. Take Chengkan, Xixinan, Qiankou, Tangmo, Hongkeng, Academy and Lingshan as a whole to protect, formulate protection plans, delimit protected areas, and focus on implementation and supervision. For places where conditions are not ripe for the time being, it is best not to develop slowly or indiscriminately, so as not to cause damage and leave behind future troubles and regrets. It is necessary to speed up the management of water resources and the protection of the original ecological environment and maintain the historical features of ancient villages. Even a ruin or a site in history should leave a historical imprint with the culture of the times today.
The fifth is to protect ancient sites. Protect Luotian "Yansi South Anhui Dragon" and Yansi "Tongzishan Site", delimit protected areas, set up protection signs, and organize the media to vigorously publicize and display the splendid ancient civilization in our region.
(B) to strengthen research and improve the connotation of cultural tourism
Tourism is the form and noumenon of culture, and culture is the root and soul of tourism. They are interdependent and promote each other. As a part of the ancient XXX, XX District is the only place to keep the "one" XXX domain name at present. Obviously, it is our responsibility to study the Hui culture, human history and natural landscape in XX District. It is suggested that Huizhou cultural research institutions should be established as soon as possible, and professional and amateur backbone personnel should be selected to form a special team to study, excavate, organize, publicize, plan and package all kinds of scenic spots, establish brands, connotations and promotion slogans, and compile information books and brochures.
(C) careful planning to create a cultural tourism brand
Brand determines the direction and focus of product development and the success of promotion. In a sense, the brand is priceless.
The first is the theme image and slogan. Culture should emphasize individuality, especially tourism. Xx District is a residential area with a population of 65,438+10,000. Regardless of its layout, architectural style or overall image, it is necessary to highlight its personality. The more personality, the more attractive. Xx District is the hometown of mountains and rivers, tea and bamboo, leisure and health, cultural relics, Huimo and celebrities. The overall image orientation of our district should be exquisite, graceful, elegant, ecological and emblem. The slogan can be: ×× District is a sea of cultural relics, an ancient building gallery, an ink painting gallery and a leisure resort. Specific publicity can also be: there are ancient villages, ancient ancestral temples, ancient bridges, pagodas, ancient archways, ancient houses, ancient trees and famous people in XX District.
(4) Strengthen planning and do a good job in the development and construction of cultural tourism.
The tourism development plan (20 13-20 14) of XXX district of Huangshan city has been formulated, and it must be developed and constructed in strict accordance with the plan to ensure the healthy development of tourism. In order to better combine culture with tourism, we should also supplement, formulate and improve cultural relics protection planning, tourism construction planning, cultural industry planning and scenic spot construction planning. Planning should be made scientifically, prepared by qualified units and demonstrated by experts to prevent simplification and short-term behavior; The implementation of the plan should be continuous and serious, and can't be changed at will. Planning is not just about looking at it, but more importantly, implementing it according to the plan. We must make up our minds to protect and improve the original ecological environment around all scenic spots and core protected areas, and we must not destroy the ecological environment and historical context, and we must not demolish and build them at will. Architecture is form, culture is soul and environment is foundation, which should be our architectural concept.
Scenic spots should have a sense of comprehensive development and cannot develop on the basis of the development of scenic spots. Ecological, environmental, service, signs, billboards, parking lots, public toilets, hotels, hotels, tourist shopping, entertainment places, postal communication, traffic roads, beautification, lighting and other supporting facilities should be set up scientifically. We must also rush to develop scenic spots regardless of conditions. We should pay attention to prevent the excitement from starting. It will mature, package, develop and launch one after a while. In the near future, our district should strengthen the development of Chengkan, Qiankou, Tangmo, the former site of the fourth part of the New Fourth Army, Fengle Lake and Xixi South on the original basis, and create fine products; Academies, Lingshan, Baer and Hongkeng should make plans as soon as possible, first protect cultural relics, buildings and ecological environment, and then introduce powerful and qualified businesses for development through attracting investment. Villages and scenic spots should seriously study and explore the means of expression of cultural resources, clarify their functions, try to avoid similarities, keep a cool head, carefully plan and develop them step by step.
(5) Break through the bottleneck and speed up the construction of service facilities.
First, closely focus on the six elements of tourism "food, housing, transportation, travel, shopping and entertainment" to extend the industrial chain. With the improvement of the traffic environment in our region and the sharp increase of go on road trip, the necessary traffic and tourist signs, scenic spots billboards, large parking lots and other infrastructure along the scenic spots should be improved quickly. It is necessary to speed up the construction of key tourist service facilities, such as village hotels in Chengkan and Tangmo, holiday hotels in Fengle Lake and Longshan Mountain Villa. Feng Dan Egret's go on road trip Camp and five-star hotel project should be started as soon as possible. It is necessary to increase investment attraction, provide location advantages, formulate preferential policies, and speed up the construction of hotels, bath centers and tea houses with four or more stars.
The second is to highlight the local folk customs of XX and further accelerate the development of tourism commodities. It is necessary to highlight the development of XX folk handicrafts, aim at the market, improve the packaging, and make XX woodcarving, stone carving, bamboo carving, Huizhou ink and bamboo weaving brand, serialized and scaled. Some scenic spots can adopt the production and marketing mode of "front shop and back shop", which integrates browsing, viewing, participating in labor and commodity sales, which can not only enrich the browsing content, but also induce tourists' shopping desire. At the same time, increase the development and packaging of famous and special products, and directly enter the shopping market to meet the shopping needs of different tourists.
(6) Integrating resources and accelerating cultural tourism.
The cultural tourist spots in XX District are long and wide, and they often go their own way in development, construction and promotion, with little overall integration, packaging and promotion, and lack of team spirit and group strength. First, we must make up our minds to integrate resources, integrate routes and do a good job in publicity and promotion. Second, we must do a detailed overall planning, arrange lines, string beads into chains, and string points into lines. The third is to strengthen the integration of scenic spots in the region, form an interconnected whole, implement reorganization and integration generously, and resolutely prevent and correct narrow consciousness and behavior that ignores the overall situation and no one can become a climate. Fourth, strengthen the alliance with Shexian, Jixi, Huangshan and other districts and counties, form the eastern tourism sector, and the tourism authorities will take the lead in unifying external publicity, improve the visibility of XX District and achieve cultural harmony.
At the same time, in terms of route integration, around the "antique, green and red" plate, the routes that have been running for many years, such as ××× cultural relics tour, ××× ancient famous mountains and beautiful water tour, ××× rural leisure and health tour and ××× red sacred land footprint tour, have been carefully completed. But the important thing is to enrich the content, increase the connotation, attract tourists' interest and extend their stay.
(7) Combine cultural tourism to enrich the connotation of cultural tourism.
First of all, it is necessary to enhance the emblem cultural connotation of cultural tourist attractions. It is necessary to encourage experts and scholars who are engaged in and love Huizhou culture research inside and outside the region to work hard on the depth and breadth of the combination of culture and tourism, produce more fine products, and further transform the advantages of Huizhou cultural resources into the advantages of tourism economy. It is necessary to do a good job in the packaging design of tourist attractions, enhance the connotation of Huizhou culture, and let tourists feel and experience the profound Huizhou culture more. The guide words of cultural tourist attractions should highlight the core content of Huizhou culture. According to the local customs, architectural styles and folk stories of scenic spots around the country, we should write interesting, story-telling, authentic and knowledgeable tour guide words to suit both refined and popular tastes.
Second, we should enrich the tourism content. It is necessary to closely focus on the six elements of tourism, enrich cultural content, increase interactive projects and extend the tourism industry chain. Xx culture and ancient buildings themselves give people a feeling of dreariness and depression, so we should reasonably arrange colorful activities with strong local characteristics, such as folk customs, folk customs, tea culture, food culture, traditional handicraft production, health care, etc., to ensure the participation of tourists, combine static and dynamic, and keep people and guests. We should promote travel through writing and life through writing. Add more cultural elements to tourism projects to improve the cultural added value of tourism. Really realize the upgrade from "sightseeing" to "experience" and then to "living".
(eight) to cultivate talents and improve the quality of cultural tourism team.
First, strengthen the skills training of cultural tourism professionals, especially tour guides, and the knowledge training of emblem culture, fully implement the qualification certification of tourism professionals, and improve the comprehensive quality and the level of publicity and dissemination of emblem culture.
The second is to strengthen cooperation with various colleges and universities inside and outside the province and establish an internship training base in our region. District vocational education centers should carry out directional training, offer cultural tourism courses and train a group of professionals.
Third, according to the needs of industrial development, pay attention to introducing and cultivating all kinds of applicable talents. Strengthen the excavation and cultivation of folk artists, encourage folk artists to inherit intangible cultural heritage, carry forward folk traditional skills, and guide the masses to participate in the development of cultural tourism.
(9) Innovating mechanisms and broadening the investment and financing system of cultural tourism.
First, adopt the same policy support and incentive measures as industrial investment, take project construction as the carrier and capital operation as the link, and form an investment and financing system with diversified investment subjects, diversified financing channels and market-oriented operation methods.
The second is to encourage the separation of ownership and management rights of qualified tourist attractions, and attract all kinds of social funds to invest in the cultural tourism industry through leasing, contracting and auction of management rights.
Third, in the process of management, we should pay attention to protecting the interests of farmers as property owners, regard rural public resources as the collective interests of the village, encourage farmers to participate in tourism activities, and form an atmosphere and pattern of big tourism.
(ten) to strengthen leadership and promote the development of cultural tourism.
First, we must earnestly strengthen organizational leadership. The District Cultural Tourism Industry Development Coordination Group is responsible for coordinating major issues in the process of deep integration of cultural tourism in the whole region. When necessary, a tourism economic work committee can be established to mobilize the enthusiasm of all parties and form a joint effort of the whole region.
Second, we must increase capital investment. While actively seeking financial support, the district government should give full play to the guiding role of funds and arrange certain financial resources for the protection and maintenance of rescue cultural relics and the excavation and research of intangible cultural heritage, and for the overall promotion of tourism, public service facilities and personnel training in the whole region. The mass community culture and all kinds of amateur art organizations should be given necessary financial support and professional guidance.
Third, we should actively create a good social environment. It is necessary to further form an atmosphere of great culture and great tourism, and form a pattern of top-down participation and support by cadres and the masses. It is necessary to build libraries, cultural centers, exhibition halls for emblem culture and celebrities. It is necessary to organize forces to compile concise local textbooks of XX culture, so that primary and secondary school students and people in the whole region can understand the rich cultural background of our region and carry out education of loving the motherland and XX.
As a sunrise industry in 2 1 century, cultural tourism industry is a characteristic industry with strong comprehensiveness, high correlation, wide radiation and great driving force. As the only place to inherit the ancient ×× domain name, our district has a long history and profound cultural heritage. We firmly believe that under the strong leadership of the District Party Committee and the District Government, the cultural tourism in XX District will surely achieve sound and rapid development, and the economic and social development in XX District will surely achieve new and greater glory.
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