Act and think

Recently, the "Road" seminar on the development of county-level tourism in China was held in counties of Fujian Province. This seminar is jointly organized by China Tourism News, Fujian Provincial Tourism Bureau, and Longyan City People's Government, and organized by the County People's Government. The attending experts and scholars discussed and summarized the experience of county tourism development and provided suggestions for its future development.
In fact, the tourism industry has been in its infancy since the 1990s. In recent years, the transformation and leapfrog development of tourism has attracted widespread attention from the outside world.
Cai Jiacheng, Deputy Director of the Information Center of the National Tourism Administration, believes that whether it is a county, a city, or a region, it is generally very difficult to shift from a resource-based economy to a service-oriented or value-added economy. Many resource-exhausted cities and some early industrial cities are currently undergoing transformation. Being able to achieve this transformation in a relatively short period of time is worth summarizing in the 'path'. The progress is rapid, the level of county tourism development is high, and the skills are also significant. Further consideration is needed on how tourism can develop towards a more detailed direction on the basis of a large scale.
Gao Shunli, the president of China Tourism News, stated that the county is determined to shift from enriching the people with coal to tourism, and from selling coal in the past to selling air, ecology, and culture. This is a strategic adjustment of economic and social development ideas, and a transformation from a resource consuming or even exhausted industry to a modern service industry that conforms to ecological civilization and sustainable development.
High analysis shows that in recent years, the biggest achievement of the county's tourism development has been to explore the path to promote tourism development, achieving a historic leap from natural development to conscious development of tourism. From the perspective of the entire industry, although many places claim to be major and strong tourism counties, they have not yet fully reached this stage and level, and are still in a mixed and transitional stage of natural development and conscious development.
The so-called natural development is to let nature take its course and let it develop; Conscious development refers to conscious development and actively seeking development according to laws. It is based on exploring and grasping the laws of tourism, carrying out planning and layout, overall integration, scientific promotion, moderate compensation, deliberate reinforcement, and overall improvement.
Preserving "unfashionable": from blind imitation to basing on characteristics
The Dean of Tourism College of Fujian University believes that "unfashionable" refers to local flavor, local flavor, including local history, local culture and rural resources. It is necessary to preserve and excavate the "unfashionable", fully display its own scenery, folk customs and local feelings as far as possible, and look for local symbols from details and carriers. First of all, we should excavate the "unfashionable" from the historical trace, and deeply excavate and refine those spiritual qualities in Hakka culture. For example, the recent construction of Family Training Hall and Virtue Hall is a good measure. Secondly, we should excavate the "unfashionable" from the realistic annotation, and make full use of the existing folk customs, local operas, architectural styles, etc. For example, Fushi's ancient activities, Chen Dong's April 8th, Hukeng's great blessings, and Kanshi's wedding are all available for tourism. Finally, the "unfashionable" should be excavated from the demand of future tourists, and a pre judgment should be made on the demand of future tourists.
Lin, the head of the tourism department at the university, also believes that Tulou has excellent tourism resources, and its Hakka Tulou cultural tourism should be said to belong to the category of rural tourism. Rural tourism specifically refers to tourism activities carried out in rural areas, based on unique rural living environments, rural folk culture, rural pastoral scenery, agricultural production, and their natural environment. Rural nature "is the fundamental characteristic of rural tourism, and rural nature with distinct local characteristics is the" authenticity "that rural tourism should maintain. Rural tourism should highlight the "three aspects" of rural life: life, production, and ecology. It is necessary to strengthen the "rural" nature of Tulou tourism products, focus on exploring the depth of Hakka culture in tourism products, and further increase the participation, entertainment, and experience of related products.
In fact, during the discussion, experts pointed out the "unfashionable" to the "taste" of the "earth building" itself, emphasizing the core attraction of the earth building.
Gao emphasized that the core attraction of tourism is tulou, and any tourism development and construction should adhere to the overall situation of "starry moon", which is also an advantage that no matter how many major projects are difficult to compete for and divert. Famous world heritage sites such as the ancient city of Pompeii in Italy and the pyramids in Egypt have not had many major tourism projects built around them. The cultivation of tourism formats for Tulou communities should be a key focus of research and development. Under the premise of strict protection and unified planning, suitable tourism formats should be selectively cultivated, from point to surface, from single to composite, from three-dimensional to comprehensive, to attract tourists to stay, appreciate, and consume, forming a humanistic and economic driving force that is sufficient to sustain and support the "survival" of Tulou.
Lin also believes that in the increasingly fierce market competition, only by firmly grasping the local tourism and cultural characteristics, and carefully creating tulou cultural tourism products with distinct local characteristics and rural characteristics, can we capture the hearts of foreign tourists and remain invincible in the fierce market competition.
Going global: from local thinking to international thinking
The chief consultant of Peak Tourism Culture and Creativity Co., Ltd. believes that it is the most Chinese, local, and original national landmark that reflects humanistic nostalgia. From a global perspective, China is a national business card that can represent the local culture of China. Its Hakka tulou culture is not only a living inheritance of an ancient way of life, but also a link to showcase humanistic nostalgia. In this regard, the resource endowment is undoubtedly world-class, even super first-class. In addition, the development of earthen buildings nowadays has also injected modernity and fashion. Therefore, whether it is culture, natural landscapes, or garden patterns, they can comprehensively form typical Chinese visual symbols in the eyes of foreigners.
It is necessary to use innovative thinking models to create internationally renowned tourism destinations, which can achieve comprehensive improvement of county tourism through six aspects: global tourism, full experience tourism, full chain tourism, all-weather tourism, all media marketing, and full service, truly moving towards the world.
Cheng believes that the key to building an internationally renowned tourist destination lies in its "international" level, which reflects its level and level. To this end, further efforts need to be made in environmental factors and infrastructure supporting facilities.
I believe that embracing the world through tourism requires two things: one is to attract global tourists, and the other is to engage in global marketing.
Further analysis shows that Taiwan is within easy reach and has so many cultural connections. To create a world-class tourist destination, it is important to attach importance to the Taiwan tourist market. In addition to Taiwanese tourists and even tourists from the four regions on both sides of the Taiwan Strait, the global tourist source also needs to attract genuine foreign tourists. As for marketing, various methods such as joint marketing, conference marketing, and event marketing can be used. For Taiwanese tourists, the image positioning of tourism should be "One Family in the Taiwan Strait · Hakka"; For 500000 Hakka people overseas and foreign tourists interested in Hakka culture, the image positioning of tourism should be "Tulou · Hakka Hometown", which can be understood as China's "castle".