Walk and think

Recently, a 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 Press, Fujian Provincial Tourism Bureau, and Longyan City People's Government, and hosted by the County People's Government. The attending experts and scholars discussed and summarized the experience of county-level 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 depleted 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 "road". The progress is rapid, the development level of county-level tourism is high, and the investment is also significant. Further thinking is needed on how tourism can develop towards a more detailed direction on the basis of extensive investment. Gao Shunli, President of China Tourism News, stated that the county is determined to shift from enriching the people with coal to enriching the people with tourism, 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 depleted 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 county tourism development has been exploring 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 allow it to develop; Conscious development refers to conscious development, actively seeking development according to laws, and based on exploring and grasping the laws of tourism, carrying out planning and layout, overall integration, scientific promotion, moderate compensation, deliberate strengthening, 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 completion of the Family Training Hall and the 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, visiting ancient events in Fushi, April 8th in Chen Dong, creating great blessings in Hukeng, and getting married in Kanshi are all tourist attractions that can be utilized. 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 characteristics" are the fundamental characteristics of rural tourism, and rural characteristics with distinct local characteristics are 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, pay attention to the depth of exploring Hakka culture in tourism products, and further increase the participation, entertainment, and experiential nature 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, it is difficult to compete for and distribute. 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 complex, from three-dimensional to all-round, in order to attract tourists to stay, appreciate, and consume, and form a humanistic and economic driving force that is sufficient to maintain 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 Tulou 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 patterns to create internationally renowned tourism destinations, which can achieve comprehensive improvement of county-level tourism through six aspects: comprehensive tourism, experiential tourism, full chain tourism, all-weather tourism, all media marketing, and full service, truly going global. Cheng believes that in order to build an internationally renowned tourist destination, the key lies in "international", which reflects its level and level. To this end, it is necessary to continue to work on environmental factors and infrastructure. It is believed that embracing the world through tourism requires two things: one is to attract global customers, and the other is to engage in global marketing. Further analysis shows that Taiwan is within reach and has so many cultural connections. To create a world-class tourism destination, it is important to pay attention to the Taiwan tourist market. In addition to tourists from Taiwan and even from the four regions on both sides of the Taiwan Strait, the global source of tourists 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 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".