How to open the treasure "twenty -four solar terms"

In June, the Dragon Boat Festival, Mang, Culture and Natural Heritage came one after another. Among the many related publicity and reports, the Beijing Culture and Tourism Bureau launched the news of the theme travel line of "Walking in Beijing -Twenty -Four Emerald (Summer Mang)" , Make people who love traditional culture particularly surprised. The "Beautiful China · Beautiful Life" hosted by the Ministry of Culture and Tourism Resources Development Department and the News Center in 2022 Domestic tourism promotion activities in China. One of the topics is "Following China". Important nodes of tourism promotion across the country. With the increasingly popular culture of traditional culture, the twenty -four solar terms and the lives of modern people have established a new connection. This rich human intangible cultural heritage is a cultural treasure that needs to be developed and used. Although the characteristics of "invisible" and "nothingness" make the twenty -four solar terms of tourism development more difficult, there are many time nodes and depth of connotation, which also makes the tourism development of the twenty -four solar terms more imaginative.

Wake up the memory of childhood

"This time from the summer solstice is the time of wheat harvest. At this time, I especially want to see the wheat field. Memory. Seeing the photos of netizens a few days ago, I found a wheat field in Zhangjiawan, Tongzhou, and realized a careful wish. "Mr. Zhou, a Beijing citizen, said.

"The original understanding of the twenty -four solar terms was the twenty -four solar terms that had been familiar with from an early age. When I had no deep understanding of the solar terms, I had a hazy impression through solar terms. Deep recognition Knowing, it is derived from festivals, customs and food, "said Wu Liyun, associate professor of the Chinese Culture and Tourism Industry Research Institute of the Second Foreign Language Institute of Beijing.

"Qingming is the most impressive solar term. As a northerner, Qingming means we will take off the heavy winter clothing, climb the local Cangshan, and stepping on the tomb to welcome the bright spring. One of the keen pasta, the dumplings of the winter solstice have their unique meaning due to the existence of solar terms. Deep one -layer cognition is a major event in 2016 -'Twenty -Four solar terms' selected for the intangible cultural heritage of UNESCO List, this excellent cultural achievement that reflects the time cognitive system of Chinese people has begun to understand by the people of the world, becoming a precious cultural wealth we inherit and protect. The solar terms made a stunning appearance. Relying on the beautiful artistic design, the twenty -four solar terms took its heavy history into the vision of the people all over the world. "Wu Liyun said, showing the emotional context of many people and the twenty -four solar terms.

In the eyes of Zhong Sheng, the director of the Cultural Planning Center of the National Cultural Development Research Institute of Wuhan University, twenty -four solar terms reflect the deep farming cultural heritage and tradition of China, reflecting a poetic concept unique to the Chinese nation. Memory and "nostalgia".

"The middle and lower reaches of the Yellow River are the areas that can best reflect the twenty -four solar terms." Zhang Ye, director of the Department of Tourism Management of Henan University and the deputy team leader of the National Cultural Park Research Group of the National Social Science Foundation, said, the 244 Solar terms are the time spectrum of recording the Chinese agricultural civilization, and a colorful picture of the Chinese people in response to the concept of time. It reflects the Chinese people's profound observation of natural time, the vivid records of climate and material changes, deep understanding of agricultural activities, the continuous practice of harmony with heaven and man, and the unique construction of the community of ecological destiny.

"Twenty -four solar terms, as a precious cultural heritage of human beings, contain extremely rich natural and cultural information, and is an important part of traditional Chinese culture. Twenty -four solar terms have the cycle of time, the broadness of space, and the uniqueness of the concept. The richness of practice, the diversity of value, and other characteristics, have unlimited cultural charm and sustainable cultural influence. Therefore, it is an important cultural tourism resources and has a broad prospect of development. "Zhang Ye said.

Appreciate the beauty of solar terms in tourism

On June 6, on the day of Mangye, the Beijing Cultural and Tourism Bureau launched 10 "Walking Beijing -Twenty -Four Fresh (Xiazhimang)" theme tour line. These lines combine the mango solar terms and the current epidemic prevention and control situation, highlighting the characteristics of outdoor hiking, parent -child tourism, and cultural experience. "Mangye seasons, follow the moat to find the" nostalgia '"" nostalgia' "," south along the middle axis, from the altar of the society to the alley water village "," see the history of Shichahai in the gap of time "" Watching people, 10 lines such as the stars "under the trees at night, covering 10 lines such as stars, covering scenic spots such as Tiantan Park, Zhongshan Park, Time Museum and other scenic spots.

After learning the news, Mr. Zhou said happily: "In the future, there are more places to go in addition to watching wheat fields."

The "post -90s" girl Sisi is engaged in the new media and beauty in Beijing. Making a twenty -four solar terms is one of her jobs. "Previously, the design posters were more searched from the Internet and looking for inspiration. Now the twenty -four solar terms theme travel lines are launched, which can be systematically experienced the Twenty -four solar terms, which is really good." She said In the past, I only knew the old attractions related to solar terms such as the altar, Zhongshan Park Society, and the ancestral altar, and the twenty -four solar terms, time museums, and urban green forest parks in the line all wanted to see it.

Wu Liyun divides the tourism content related to the twenty -four solar terms into three categories by combing analysis:

The first category is the theme of the twenty -four solar terms. For example, the 24th solar terms of Beijing, mainly to show the relevant content of the twenty -four solar terms; the star -viewing platform in Dengfeng, Henan, has two astronomical relics of the Zhou public beta and the Yuan Dynasty. The earliest physical testimony of the four solar terms; the 24th solar term of Yunbao in Jiashan, Zhejiang, is a solar term theme experience hall mainly based on the event experience. The second category is folklore, solar terms and food related to the twenty -four solar terms. Although the twenty -four solar terms are common cultural heritage, the folk customs and foods related to the twenty -four solar terms in the development will be different in development. important content. For example, Liching Eat Spring Cakes and "Spring Cow", the "Spring Festival" and "Spring Cuisine" of the spring equinox, the seas of sacrifice of Gu Yu, the "five -color rice" and "Lixia Egg" of Lixia, the "sacrifice flower god" and "cooking" and "cooking" "Plum", the "ancestor sacrifice" of the winter solstice and "eating dumplings", "slaughtering sheep", "eating rice group" of different customs. In the twenty -four solar terms, Qingming is both a solar term and an important holiday. It is one of the few small holidays in my country. It has a strong role in the development of tourism development.

The third category is tourism products and tourism activities launched in combination with 24 solar terms innovation. After the successful application of solar terms, the local governments launched a variety of cultural tourism activities in combination with the 24 solar terms, becoming an important way for the twenty -four solar terms and the depth of tourism. For example, Beijing's "Twenty -Four Solar terms" theme travel line, Zhejiang Ningbo's "Twenty -Four Rinnic Farming Culture Series Activities", and "Twenty -Four Character" tourism marketing activities in Liaocheng, Shandong, etc., from the twenty -four solar terms , Integrate local tourism resources and form a unified cultural tourism route and products. From the perspective of experience, tourism companies have launched the theme travel experience projects related to the twenty -four solar terms. For example, the "China Twenty -Four Emerald · Xiqiao Mountain · Famous Medicine · Famous Medicine · Famous Chef" series of "China Twenty -Four Ricknames · Xiqiao Mountain · Famous Medicine · Famous Chef" in Foshan, Guangdong, is intended to combine solar terms with folklore, health, and food Travel experience products. More and more tourist scenic spots combine the twenty -four solar terms with the landscape of the scenic area and the local folk customs to present the changing beauty of the scenic spot under the twenty -four solar terms, to deeply excavate the resources of the scenic area to highlight the cultural characteristics.

From "invisible things" to "full -time global"

"Looking back at Qianqianli, looking for the marks of mango in urban green lungs", the urban Green Heart Forest Park passing through the Tongzhou District of the Beijing Urban Deputy Central Center, adjacent to the Grand Canal Forest Park, is a collection of ecological restoration, citizens leisure, cultural inheritance, cultural heritage Urban forest parks that integrate functions. The "Lichun Xunmei" in the "Green Heart 36 Scenery" to the 24 scenic spots of "Dahan Yingshi". By setting up the 24 soil attractions on both sides of the Star Garden Road, it vividly shows people the twenty -four solar terms, seven Specific features of the twelve -twelve waiting.

"Qingming Yongfeng", "Xiao Man Qinfang", "Flying on the Summer", "Frost Dan Show", "Little Snow Listening" ... The name of 24 scenes is intoxicated. In fact, there will be surprises to find every solar terms. Each solar terms are selected as a special plant (solar terms) as the keynote tree species, and it is naturally cultivated by the cymbals that reflect the cymbals of the season, which reflects the changes in the season. At the same time, the seventy -two wait is presented by landscape sketches, cultural logos, solar term activities.

At the "Qingming Yongfeng" attraction, the reporter saw the landscape around the "Qingming Spring Tour", and combined the historical customs of the Shangyi Festival and the Cold Food Festival. Through the introduction on the signboard, the reporter learned about "Tong Shihua, Tian Rat, Rainbow Seeing" Qingming Sanqiu and "Tong Shihua, Grassy Green, Apricot Flower Sheng" green heart solar term. The trees are Pao Tong and Mountain Apricot. When "Gu Yurunxiang" hearing the frog ringing, people are reminiscent of the phrase "Geori in the rice flower, and listening to the sound of frogs." Strolling in different attractions is like being in a natural traditional cultural fun class.

According to the relevant person in charge of the Beijing Cultural and Tourism Bureau, this year's "Walking Beijing" plan will continue to launch a number of tourist lines with distinctive themes and strong culture in combination with the twenty -four solar terms and traditional festivals.

On June 6, the Liaocheng Culture and Tourism Bureau of Shandong Province launched the "Twenty -Four Character" to find the twenty -four solar terms new media marketing campaign. According to reports, the activity deepen the seasonal style, production and life, folk customs, and special cuisine corresponding to the solar terms. Let citizens feel the organic integration of Liaocheng Cultural Tourism and the traditional solar terms.

Zhong Sheng believes that the widespread integration of the twenty -four solar terms into tourism activities reflects the creative transformation and innovative development of cultural and tourism deep integration on outstanding traditional culture, and it is also a major representation of cultural self -confidence and traditional culture rejuvenation.

"Twenty -four solar terms, as an intangible cultural heritage, there are two special features: one is invisible, solar terms are only special solar terms, and it is difficult to touch and perceive. Among the labor perceptions of the year and four seasons. The characteristics of the "two -none" above make the twenty -four solar terms as the development of cultural tourism resources than the development of tourism development of ordinary intangible cultural heritage. The carrier can be presented in an experience and perceive way, so that it is easier to be accepted by the public. "Wu Liyun said.

"But there is a special advantage around the development of tourism products around the twenty -four solar terms." Wu Liyun analyzed that one is that there are many time nodes involved in the twenty -four solar terms. The tourism development pattern helps to promote the development of local tourism; the second is that there are a lot of folk customs, food, proverbs, landscapes, rituals, etc. behind the twenty -four solar terms. On the basis of deep excavation, these valuable cultural resources and creativity and creativity and creativity and creativity and creativity and creativity The combination of science and technology will release huge power, becoming an important direction for the innovation of tourism products in various places, and it is also expected to develop into a new field of tourism. Open the cultural treasure by traveling

How to better develop the cultural treasure of the twenty -four solar terms?

Zhang Ye believes that the tourism development of the twenty -four solar terms should grasp three points:

The first is the change of objects. Twenty -four solar terms are the result of people's observation of celestial bodies, and it is also the result of people's records of changes. In the twenty -four solar terms, there are very rich physical changes from Lichun to Dahan. Where is it? What changes? When does it change? The changes in different solar terms are the interests of tourists. Therefore, it is necessary to select the physical changes in typical areas, present or virtual reproduction with real scenes, so that tourists can watch and experience changes in this object. For example, in cultural tourism spaces such as the Yellow River National Cultural Park and the rural tourism characteristic villages of the Yellow River Basin, you can make a lot of articles around the physical changes in the twenty -four solar terms.

The second is the inheritance of folklore. Twenty -four solar terms are an important guide for people's production and life in the era of farming civilization. When did anyone appear? When does it produce? When do you live? When is the custom of which is presented? From Lichun's "Spring Bull" to Qingming's outsourcing, from the "giving flower god" to the "cold meeting" of the winter solstice, the twenty -four solar terms slowly stretched in the time sequence, showing a vivid folklore picture. Essence It is necessary to thoroughly explore the twenty -four solar terms folk resources, and launch a series of folk exhibitions, technical exhibitions, literary and art exhibitions, cultural and creative exhibitions, etc. that people like people like to see, and push folklore inheritance and tourism development to the same frequency resonance.

Third, the conversion of festivals. Twenty -four solar terms are not only time systems, but also a holiday system. In the twenty -four solar terms, some solar terms represented by the Qingming and Winter Solstice have been converted into festivals, and some of the solar terms represented by Lichun and Mangye have been "borrowed" to the Spring Festival and Dragon Boat Festival holiday systems. Translate into new festivals. It is foreseeable that the festivals around the twenty -four solar terms will rise in the trend of tourism, and it will be presented with Kangyang Tourism, sports tourism, research travel, immersive entertainment, cloud shopping, etc.

Wu Liyun said that the tourism development and utilization of the twenty -four solar terms just started. In the long run, you can focus on three aspects:

The first is to promote the integration and development of the twenty -four solar terms and multi -industry. On the basis of the twenty -four solar terms and the cultural traditions behind it, the cultural traditions behind it, integrate the twenty -four solar terms elements with related industries, develop the development of fusion products, and maximize the cultural culture of the twenty -four solar terms. Drive. For example, in response to the requirements of catering health proposed by different solar terms, we will create 24 solar term health and health tourism; for the customs of different solar terms in agricultural activities and sports, develop rural experience tourism, sports fitness tourism and other tourism products; The changes in the natural scenery reflected by the fourteen solar terms can create the twenty -four solar terms tourism products in the scenic area and realize the full -season tourism.

The second is to use festival activities and experience halls as an important carrier of the Twenty -Four -Four solar terms. As an intangible intangible cultural heritage, the tourism utilization of the twenty -four solar terms should be deeply integrated into the experience thinking, and the invisible cultural heritage should be transformed into a tangible experience, perceived, and touching activities or content to enhance the public to 20 Four solar terms multi -dimensional perception. It should be restored and innovated to create twenty -four solar terms related activities and festival celebrations, so that the twenty -four solar terms related folk customs, food, proverbs, rituals, etc. can be innovative. It can be the theme of twenty -four solar terms, creating the twenty -four solar terms experience hall through technology+creativity, so that the public can truly perceive the cultural charm of the twenty -four solar terms in the in -depth experience.

The third is to develop innovative tourism for the twenty -four solar terms with creative thinking. Twenty -four solar terms of tourism development should fully consider creative design and innovative development. Twenty -four solar terms can be developed as an IP development. Around the different solar terms, design related experience products, derivative products, cultural and creative products, and create a twenty -four solar terms cultural tourism industry chain. (Author: Reporter Zhang Mei; Editor: Cao Xuewen)

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