[Cultural Industry Weekly] "The Legend of the Yangtze River", enter the new track of the Yangtze River Cultural Tourism

Xinhua Daily 15th Edition Cultural Industry Weekly Issue 25

"The Yangtze River was clear in August, and Qianfan was light and light." The historical rivers, the wealth of resources, the 48th scene of the ancient Jinling, and the historical and cultural relics ... The long -term Yangtze culture also injects cultural elements into Nanjing's tourism resources.

In recent years, with the implementation of the "Yangtze River Protection" strategy, Nanjing has demonstrated the cultural characteristics of the Yangtze River in ecological restoration. On the basis of the farming of the Yangtze River cultural family, we actively promoted a number of key cultural tourism projects along the river to build and upgrade, and enhance the value of the Yangtze River cultural value in the integration of cultural tourism.

Cultural tourism integration, revitalize the "family bottom" of the Yangtze River culture

The Yangtze River is a "inland river" for Nanjing. It passes through the city. The high -quality development of Nanjing is inseparable from the development of the Yangtze River. The "Legend of the Yangtze River" carefully created by Nanjing Tourism Group, which is carefully created by Nanjing Tourism Group, injects new kinetic energy into the high -quality development of the Yangtze River cultural tourism.

The reporter learned that the "Yangtze River Legend" cruise ship is the first ship in Nanjing and the first riverside cruise ship in the lower reaches of the Yangtze River. The route is 27 kilometers throughout the route, departing from the Walu Cruise Wheel Pier, and passed more than 10 places such as the cuisine area of ​​the Yanbinjiang, Yanziji Park, the Bagua Chau, Nanjing Yangtze River Bridge, Pukou Railway Station, Zhongshan Wharf, and Yuejiang Tower along the river. Natural landscape points; crossing Qixia, Drum Tower, Jianye and other areas, the total length is about 2 hours. Take the cruise ship to enjoy the spring cherry blossoms in the spring. While this route allows tourists to share the results of the Yangtze River ecological protection, it also appreciates the rich connotation of Nanjing cultural cities.

The "Legend of the Yangtze River" cruise ship and the Muyan Binjiang style area in which they are located carrying the heavy Yangtze River culture "family bottom". Since ancient times, the literati and Mozhis are lingering tourist destinations. In the forty -eight scenes of the ancient Jinling, Yanji Xi Zhao, Yongji River Stream, Jiashan Wen Bible, Dharma Ancient Cave, Hualongli Di, and Shogunate all settled here. In recent years, through the "river bank linkage", the area has continuously tapped the Yangtze River culture, enriched the theme of the Yangtze River, and explored cross -border integration of cultural tourism+research, technology, and other cross -border integration, becoming a favorite punch place for citizens tourists. The navigation route represented by the "Legend of the Yangtze River" cruise also has also become a new business card that shows the Yangtze River Protection, Riverside Repair, and the cultural scenery of the city.

Integrate resources and create a variety of tourism experience

In order to "revitalize" tourism resources and shape the Nanjing Yangtze River cultural brand, Nanjing Changjiang Xingxing Cruises Co., Ltd., which was jointly established by Nanjing Tourism Group, Three Gorges Tourism Group, and Nanjing Large -scale Group, cooperated with the Nanjing Comprehensive Free Trade Zone "Cross -border Mall". Set up exclusive regions to sell bonded and duty -free products to further enrich the travel experience of tourists, and will introduce the "Haitao" shopping experience only in foreign -related cruise ships in the past.

For important marketing nodes such as seasons and holidays, the "Yangtze River Xing" company has planned a series of "Legendary Cruise Cruise Last New Year", "Little Holiday · Legendary Wheel", "520 Xinghe Walk · Night Legend" and "Legendary Time" The theme activity voyage is based on the unique water scene of the riverside cruise ship as the carrier. It perfectly combines holiday traditional culture with water tourism, deeply cultivating cultural tourism integration topics, and creating a multi -level travel experience for tourists.

Since the formal operation, the "Yangtze River Xing" company has opened a number of "Douyin" accounts such as "Cruise Boat Little Nizi (Premiere)", "Cruise Ship", "Muyanjiang Wing -the Legend of the Yangtze River", and other "Douyin" accounts. Accounts, multi -dimensional, matrix -type promotion of brand promotion. At present, the content related to the "Yangtze River Legend" cruise ship has accumulated more than 100 million times on the "Douyin" platform. The two -way announcement method of "e -commerce+self -media" plus the marketing of the "Yangtze River Bank" company's marketing, making the "Yangtze River Legend" cruise ship quickly become popular. Nanjing's new net red must pick up points. " According to the staff, the "Yangtze River Legend" cruise ship tried on May 1, 2021. By July 31, 2022, a total of about 472 operations were completed and more than 90,000 tourists were received.

The relevant person in charge of the "Yangtze River" company said that the cruise ship is not only a tourist product, but also a carrier of culture. "In addition to setting up the riverside picture exhibition on the cruise ship, the cultural heritage of the Nanjing section of the Yangtze River through the elaborate interpretation of the interpretation told tourists in a way of telling the story." The person in charge introduced that the "Yangtze River Legend" cruise ship will follow The seasonal changes have been launched to carry out the dedicated line, using the advantages of cruise ships to carry out research seminars, convention and exhibitions, and riverside weddings.

Get together quality and efficiency, promote the upgrading of cultural tourism formats

In order to further innovate and enrich Nanjing's tourism format, at present, the "Yangtze River" company is actively applying for domestic waterway passenger demonstration lines and vigorously promoting the design and construction of the second cruise ship.

On July 27 this year, the construction ceremony of the construction project of the Nanjing Binjiang cruise ship was held at Yichang's return to Huaxing Shipyard. The "birth" of the cruise ship means a strong breakthrough from the Nanjing Tourism from the "Qinhuai River era" to the "Yangtze River era". The reporter learned that the cruise ship was called "the Love of the Yangtze River" and mainly operated the Nanjing Yangtze River Binjiang City route. The design of the ship is a two -body passenger ship, which is a luxury cruise ship that integrates tourism, leisure, catering, weddings, conferences, research, and group building. According to the staff, the new ship always grasps the connotation and essence of "benchmark" and "high -end" at all times. Essence The total length of the ship is 95.7 meters, the type is about 19.6 meters wide, and the type is 4.7 meters. The design is 3.1 meters. The design speed is about 25 kilometers per hour. The construction cycle is about 1 year.

The market demand has risen, and the cruise capacity of the cruise ship is "in short supply". Relying on the strategic assistance of Nanjing's "development of the river" and the promotion of the "urban living room" construction, the "Yangtze River Legend 2.0 -the Love of the Yangtze River" came into being. In the future, the cruise ship will connect the economic area centered on Nanjing, covering the core areas of the urban areas of the middle and lower reaches of the Yangtze River, combining the distinctive urban characteristics of Nanjing, focusing on the in -depth integration of literary and business brigades. The environment and stimulation of consumption potential, showing the magnificent paintings of the "extremely beautiful Nanjing" one river, the development of the river, the development of the river, and the poetic and paintings of the Yangtze River.

"There are many resources in the Nanjing section of the Yangtze River. How to sort out cultural contexts and create core culture and tourism products, making the Yangtze River culture a window to show the image of Nanjing's image is very important." The director of the Institute He Yunzheng said that for the Nanjing section of the Yangtze River, we must first pay attention to protection and improvement, and then the linkage inheritance, and finally the integration and promotion.

Next, Nanjing Tourism Group will further strengthen industrial integration and development, connect the Yangtze River culture, ecology and tourism resources, accelerate the cultivation of new experience projects and new consumption scenarios with the characteristics of the Yangtze River cultural characteristics, adhere to the introduction of "innovative concepts" into each project, and strive to promote it Enhancement of Nanjing Tourism Energy level.

Cultural Industry Weekly reporter Zhang Jian

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