Wenrun Hangzhou famous master talks ｜ Liang Xuesong: Come to a "scene revolution" of the integration of cultural tourism

Zhejiang News Client Supervisor Wu Yaya Planning Chen Wenwen Zhang Ye reporter Zhang Li Ye Ye Yilin Video Mazian Intern Chen Jiajia Design Nie Li Daifang

【Editor's Note】

On the occasion of becoming the first batch of national historical and cultural cities in Hangzhou, a new goal was brought out: vigorously promoting the prosperity of the whole region and the prosperity of the whole people, and accelerating the creation of first -class historical and cultural cities. The Zhejiang Daily Group Hangzhou Branch launched a special report of "Wenrun Hangzhou Famous Masters", inviting experts and scholars to interpret the connotation of cultural cities together.

【Character Business Card】

Liang Cedar

my country's first doctorate doctorate in tourism management, a professor at Zhejiang University of Technology, an external director of Zhejiang Tourism Investment Group, and vice chairman of the Hangzhou Tourism Association.

The cultural work of the Hangzhou Municipal Party Committee held a few days ago showed a new goal: "The first to build a national cultural tourism integration demonstration zone."

Starting from a tour guide, Liang Xuesong, who has more than 20 years of experience in the management of cultural tourism companies, knows the importance of cultural tourism integration to a city: "Culture is applauding, tourism is a seat. Call. "

"Both" and "want", which is a problem for every industry. How to get the road to the integration of cultural tourism in Hangzhou? In this regard, Liang Xuesong, who has gone through more than 100 cities at home and abroad in the past three years, has a lot of words to say.

The integration of cultural tourism is imperative?

"It's not the era of" half of the hook is this lake '"

Seeing Liang Xuelong, he just ended a lecture at Zhejiang University.

During this time, Liang Xuesong's lectures around the country were even more frequent. Most of the themes were: cultural tourism fusion. From these lectures, he has felt a obvious change, and the integration of cultural tourism has paid more attention to the integration of cultural tourism. Many places have also used cultural tourism as an assessment indicator.

"In fact, Hangzhou has always been the pioneer of urban tourism, and even the Hangzhou model of" Global Tourism "was born." When talking about tourism, Liang Xuelong praised Hangzhou. Some crisis consciousness.

Because the current tourism market is no longer the era when "half of the hook is this lake". When various cities across the country are becoming more and more beautiful, the advantages of West Lake beauty are weakening step by step, and it is difficult to attract a large number of tourists with a lake.

What can you "jump"? Relying on the integration of culture and tourism.

In Liang Xuesong's view, culture is a kind of "hard currency". The thicker the cultural "family" of which city's cultural "family", it will be more handy when traveling.

Although Hangzhou's cultural resources are not as good as Beijing and Xi'an, they are also the ancient capitals of Wu Yueguo and the Southern Song Dynasty. They are the areas of the Grand Dacheng area when the Song culture is extremely prosperous. Essence

"Culture is the core, tourism is a carrier, integration is a means, and experience is the purpose." Liang Xuelong said that the reason why cultural tourism integration is important because culture is time, ancient and present, and for thousands of years; Space, connecting the four seas of five lakes, connecting the southeast and northwest. "Therefore, the integration of cultural tourism is the fusion of time and space.

But there is culture, which does not mean that there is a tourism market. To open the conversion channel between the two, you need to accurately understand and deal with the problem of applauding and applauding.

"Optorizing and applauding are two different concepts." Liang Xuelong explained that culture is applauding, tourism is a seat, how to integrate culture with tourism into applause and appointment, the expression of culture and the creation of scenes are essential. "The expression of culture is not spoken. It is experienced and interacted by tourists in urban tourism. It is also eaten and played in the streets and alleys. In this regard, Hangzhou should find the direction."

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Where is the crisis?

"Hangzhou needs a" scene revolution "with integration of cultural tourism"

How can we express culture in the market? The key lies in the four words: "Scenario Revolution".

"The scene revolution of the integration of cultural tourism in various places, and this is precisely the place where Hangzhou needs to improve." Liang Xuelong said that the scene is important because the scene can make people immersed in experience and can easily reshape very easily. And subverting a person's impression of a city, sometimes a scene is enough to open a person's evaluation between cities. It can be seen that many cities have rely on tourism scenes to rely on tourism scenes across the country, especially in the central and western regions. Xi'an and Chengdu theme districts have repeatedly come out, and the night economy of Changsha and Chongqing is hot nationwide.

In the impression of Liang Xuelong, Xi'an is a typical representative of a city lit a city. From the end of the fellkel Miss and other net red characters, the Internet celebrities are constantly emerging, to the implantation of human voice fountains to attract young punch cards. The antique blocks built in the night city of Datang will integrate history and modernity. The charm of the scene is blended with ancient and modern.

Crisis and opportunities have always been twins. Hangzhou lacks such scenes, but the shortcomings are the direction of strength. In Liang Xuesong's view, Hangzhou's cultural tourism is not at the forefront. "We should learn, catch up in every shortcoming city, and create a new Hangzhou model."

How to force? "The 1.0 version of the integration of cultural tourism is a static display, and version 2.0 is a performance display, so the participation experience is version 3.0." Liang Xuelong suggested that the Song Yun Hangzhou -style Life Festival in Hangzhou can create more scenes that allow tourists and citizens to participate in experience interactive. So as to create an iconic result leading Song Yun culture.

In fact, Hangzhou has planned in the creation of Song Yun culture. At present, Hangzhou is promoting the Song Yun culture handout project, and it is promoting the comprehensive protection of the Emperor City of the Southern Song Dynasty as a whole. With these key projects, Hangzhou wants to make the millennium Song Yun a product that tourists like to see, plan a group of immersive experiences of the Song Dynasty culture, so that culture Hangzhou will be presented in all aspects of time and space.

How to improve a city?

"Tourism makes people come to a city, and the culture allows people to stay in this city."

The integration of cultural tourism is like a new blue ocean, and there is also an amplification effect in the conversion of old and new kinetic energy.

"Among the cities across the country, Chongqing is a unique existence." Liang Xuesong said that Hongya Cave and light rails through the floor and other attractions were accompanied by "cliffs". The only one in Chongqing's main city can attract many tourists to check in. It is the Olympic Taoji. This industrial mining area, which once faced the bottleneck of development, has also developed a cliff experience project, counterattacked as a domestic first -line theme park, and realized the recovery investment of the year.

In Liang Xuesong's view, Hangzhou itself is a large city, and it is located in the core area of ​​integrated in the Yangtze River Delta. In addition, the foundation of its own cultural tourism integration is better, and it has the conditions to lead new and old kinetic energy conversion.

In fact, on many segmented tracks, Hangzhou has set higher specific goals to explore the new blue ocean of cultural tourism integration. Such as building a national cultural tourism integration demonstration zone, national culture and tourism consumption demonstration city, national night culture and tourism consumption agglomeration zone, etc. The creation of tourism consortiums such as the golden tourist line on both sides of the Three Rivers and the Road of Zhejiang East Zhejiang will also drive the leapfrog development of the cultural tourism industry in the relevant regional regional.

It is expected that by 2027, the value -added of Hangzhou's tourism and leisure industry will account for more than 7.7%of GDP, and the value -added of cultural and related industries will reach 300 billion yuan.

This new blue ocean also has a vital role in improving the comprehensive energy level of a city.

Hangzhou is an excellent example. "The development of Hangzhou is from the process of Yiyou, livable to livable." Liang Xuelong said that at the beginning of the new century, Hangzhou's influence in the country is not as strong as it is now. City. Slowly, many people came to this beautiful city in Hangzhou to settle in. It is advisable to travel and be livable and livable. Hangzhou, developed to the Center for Comprehensive National Science.

"Tourism allows people to come to a city, culture will allow people to stay in a city." When cultural tourism integrates becomes a new trend of the times, Liang Xuesong firmly believes that traveling in the forefront of Hangzhou can become a new model of integration of cultural tourism and give it. The city's new strong support.

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