The Internet Red Scenic Area is in the storm of public opinion. What's wrong with tea card salt lake?

The Chaka Salt Lake, known as the "Mirror of the Sky of China", is located in Chaka Town, Wulan County, Haixi Mongolian Tibetan Autonomous Prefecture, Haixi, Qinghai Province. In just a few years, Chaka Salt Lake has become a red scenic spot, becoming one of the must -visit attractions for tourists to travel to Qinghai. The flow of fire brings traffic, and it has also tested the service management of the scenic spot. Two salt lake scenic spots, tourist environmental protection tour vehicles and other issues caused public doubts ... Recently, the Chaka Salt Lake Scenic Area Protection and Management Committee issued a notice. The Chaka Salt Lake Scenic Area was 7 From the 12th, the cost of 30 yuan for tourist environmental protection tour vehicles will be canceled.

Photo by Chen Chen, a reporter from Chaka Salt Lake, Chen Chen

This time is the sightseeing car attracted attention

"Entering the salt lake, the lake surface is like a mirror, falling from the sky in Qinghai, falling in the tea card, the lake is like a mirror, the mirror is the lake. The blue sky, the white clouds, the snow mountain, the reflection, purely intertwined like a dream." This section stays. The description of Chaka Salt Lake poetry on the Internet outlines the "poems and distant" that countless people yearn for.

However, from May last year to early July this year, when tourists drove to Qinghai Chaka Salt Lake Scenic Area, they would be blocked by tourists from outside the scenic area. They needed a tourist environmental protection tourist to the scenic area with a fare of 30 yuan.

On the social platform, the short video content released by many tourists shows that the tourist distribution center of Chaka Salt Lake Scenic Area is 5 kilometers from the main entrance of the scenic area, and in front of the main entrance of the scenic area is an empty parking lot. In addition, the main entrance of the scenic area needs to walk for dozens of minutes to arrive. Visitors need to buy small train tickets to reach the core landscape of salt lake. In addition, problems such as slow trains and captains of scenic spots have also been questioned by many tourists.

Under the pressure of public opinion, on July 11, the Chaka Salt Lake Scenic Area Protection and Utilization Management Committee issued a notice saying that from July 12th, the cost of 30 yuan for the tea card tourist distribution center tourist environmental protection car is canceled, which will make the maximum conducive to the majority of tourists. Essence At the same time, more than 17 tourist bus entering Chaka Salt Lake directly entered the parking lot through the tea card tourism distribution center. Tourist vehicles below 17 will continue to park the tea card tourism distribution center parking lot, and take the tourist environmental protection sightseeing car for free to enter the scenic area.

This is not the first time that Chaka Salt Lake has been placed in the storm of public opinion. As early as 2016, Chaka Salt Lake burst into fire. This well -known scenic spot was pushed to the cusp of the wind because of traffic jams, many people, and poor experience. Wang Xiaomei, a member of the CPPCC of Qinghai Province, proposed that through the influx of "blowout" tourists from the tea salt lake, it should face the shortcomings and blind spots developed by the scenic area to improve the level of service reception and innovate products.

During the May Day holiday, the news of the "Chaka Salt Lake Scenic Area responded to selling two tickets" also rushed to the hot search. Why sell twice? There are two scenic spots in Chaka Salt Lake. One is the Chaka Salt Lake Scenic Area with the most tourists, which is "Mirror of China Sky". It was constructed in October 2015. It was completed and put into operation on June 1, 2016. Essence The operating body is Qinghai Chaka Salt Lake Cultural Tourism Development Co., Ltd.

According to Qinghai Daily, in 2018, the number of tourists from Chaka Salt Lake Scenic Area exceeded the 3 million mark. After that, Zhejiang Business and Haixi Wulan County Tourism Company jointly invested and built another new scenic spot "Sky One". It opened the park in July 2019. The operating main body is Qinghai Tea Card Sky No. 1 Cultural Tourism Co., Ltd. The positioning of this scenic spot is based on feeling salt culture and pays more attention to the construction of amusement experience projects. In fact, the "selling two tickets" in hot search sells tickets for two scenic spots.

Last year, "New Weekly" released the "Top Ten Frauds of 2021, this is this? ", Chaka Salt Lake is listed as the top. It is mentioned that "out -of -the -art travel" is becoming an increasingly obvious trend -the higher the outline rate in one place, the more people check in. When the social platform becomes a punch -in grass, many net red attractions live under the filter, and tourists are unavoidable when they go to the scene to pull up the grass.

Three -party statement reflects the pain points of the scenic area

In this sightseeing car public opinion storm, the Chaka Salt Lake Scenic Area Protection and Utilization Management Committee and two scenic spots have issued statements. The statement of the two scenic spots mentioned that the investment construction and operation management of the tea card tourism distribution center has nothing to do with the two scenic spots.

"General tourists are looking at the most famous‘ Sky Mirror ’. The tour time is about 3-4 hours. There are fewer tourists to the‘ Sky One ’.” Said Ma Shengyuan, the person in charge of the Qinghai -Tibet International Travel Agency.

"Prior to May last year, tourists came to tea card salt lake and did not have to take a tourist environmental protection car of 30 yuan." Ma Shengyuan said that the Tea Card Visitors Collection Center was officially opened on May 1 last year, and began to charge tourist environmental tourism car.

According to local media reports, the Tea Card Tourist Distribution Center invested 320 million yuan. The entire service center collection of ticket sales, tourism reception, publicity and promotion, tourism consultation and complaints, tour guide services, distribution transfer, catering shopping and other functions. The staff of the Wulan County Culture, Sports Tourism, Radio, Film and Television Bureau recently explained to the media that the peak season of Chaka Salt Lake tourism is very serious from June to October each year from June to October. After the tourist distribution center is enabled, tourists enter from the distribution center, and then send tourists to two scenic spots through a new energy ferry car.

However, after the distribution center was enabled, tourists constantly questioned. The key point is that the distribution center is too far away from the main entrance of the scenic area. Is it just to collect the cost of tourist environmental protection car?

"In the environment of free tickets in various scenic spots, transportation income has become an important path to enhance the income of scenic spots, and it is inevitable that some scenic spots will not be thorough enough in the construction of traffic infrastructure and do not fully connect the real needs. In addition, some scenic spots are also facing construction. Chronic pressures such as costs and capital return. "Shi Peihua, director of the Provincial Ministry of Modern Tourism Development of Nankai University, believes that the problems of environmental protection tour vehicles in tea card salt lake tourism exist in many scenic spots. Liu Jiewu, a researcher at Shenzhen University Tourism and New Capture Development Research Center, believes that Chaka Salt Lake is often at the centers of public opinion, and it can also be found in the background of the western tour. Chaka Salt Lake became popular and played an important role in the "Xining -Qinghai Lake -Chaka Salt Lake -Golmu -Dunhuang" tourism ring line, but Chaka Salt Lake did not get rid of the sightseeing scenic spot. The western tourism is light and the peak season is obvious. Tourists come to Chaka Salt Lake mainly to take pictures. The stay time is short. This puts forward extremely high requirements for the operation and management of scenic spots. On the other hand, the market for tourism tourism is also insufficient for the innovation of the scenic area products. This is a common problem existing in western scenic spots.

What are the consumption of tourists in Chaka Salt Lake? Ma Shengyuan mentioned that the tickets of Chaka Salt Lake Scenic Area were 60 yuan and the tourist small train was 100 yuan. The cultural and creative scenic area could not talk about it. A bag of salt was 2 yuan. , A larger complicated shape 50 yuan.

The successful construction of the Chaka Salt Lake Scenic Area, tourists have come to the economic development of surrounding areas, driving the surrounding farmers and herdsmen to become rich. The tea town where the scenic area is located is China's first batch of "characteristic towns", "China's most culturally valuable characteristic town" and the fourth batch of "beautiful livable towns in the country".

Data show that during the "Thirteenth Five -Year Plan" period, the reception volume of Chaka Salt Lake Scenic Area gradually increased from 1.1 million in 2015 and stabilized in 2019. 3.2 million in 2019. Tourism revenue increased from 50 million yuan in 2015 to 2019 The 290 million yuan created a miracle of tourism development. According to the Wulan County Government, in 2021, the county received a total of 30.162 million tourists, an increase of 3.08%, and realized tourism revenue of 1.602 billion yuan, an increase of 0.54%. Under the impact of the epidemic, this achievement is not easy.

The road behind the problem

"I went to Chaka Salt Lake in July last year. The weather was not good. I didn't see the" Mirror of the Sky ", but I only saw the white vast." Sun Zhen, executive deputy dean of the China Planning Research Institute of Tourism Branch, said, admiring the tea card salt lake The beauty needs to pay attention to "the time, the place, the people, and the people" -the different time and the climate, people's experience will be very different: the sun is shining, the mirror -like lake reflects the blue sky and white clouds, people stand by the lake, as if standing on the lake, as if standing on the lake, as if standing on the lake At the end of the heavens and the earth; on the contrary, the world is gray, the photos taken are dull, and the color level lacks color.

"Chaka Salt Lake is a typical Internet celebrity scenic spot. In the new media era, tourists often visit a scenic spot because of a picture." Liu Jiewu said that the sense of picture, substitution, a sense of novelty, a sense of novelty, a sense of novelty, a sense of novelty, a sense of novelty in the scenic spot The sense of sexy and identity coincides with the personalized way of travel and emotional expression of tourists.

According to Xinhua News Agency, before 2012, Chaka Salt Lake was famous for its rich green salt. The overall development of the tourism industry is slow and smaller, with only 54,200 tourists in 2012. In 2013, a Weibo entitled "Why go to Bolivia, the mirror of the sky here is so beautiful" has attracted attention on the Internet. The tea card salt lake became popular. One of the most beautiful stars in China ". Government and enterprises have seen opportunities for tourism development. In 2015, the "Chaka Salt Lake -Sky Mirror" tourism brand began to build.

In the impression of Ma Shengyuan, the real explosion of Chaka Salt Lake was in 2018. With the rapid rise of self -media such as WeChat and Douyin, the ethereal picture of Chaka Salt Lake earned sufficient traffic on social media. In the summer of this year, the number of daily tourists exceeded 40,000. The media exposed "Chaka Salt Lake becomes a garbage dump and clean up 12 tons of shoe covers every day." Because the salt lake contains a large amount of crystal salt flowers, many tourists buy disposable shoes in front of the scenic area to take pictures. The shots you have passed are all over the place, which not only destroys the environment of the scenic area, but also increases the work burden of sanitation workers in the scenic area. It is understood that today, tourists need to rent shoe suits in the scenic service center, which can alleviate the sanitary problems of the scenic area to a certain extent.

Sun Zhen mentioned that the situation of "fraud" in the Internet Red Scenic Area is very common, because the picture presents the landscape under the filter. From June to October, it is the tourist season of Chaka Salt Lake. Tourists swarmed, and the shooting blockbuster needs to stay away from the crowd and create a pure and ethereal environment. The two -phase contradictory, therefore, once appeared on the online pole evaluation of Chaka Salt Lake.

Shi Peihua believes: "'Human red right and wrong', as well as online celebrity scenic spots. The improvement of traffic and exposure makes the defects and shortcomings of the scenic area easier to enter the public vision. In addition The exposure of tourists has made the psychological gap stronger, and the greater the volume of the public opinion rebound. The high attention is one of the characteristics of the Internet celebrity scenic spot. "

How does the Internet Red Scenic Area keep red?In Ma Shengyuan's view, Chaka Salt Lake, Charhan Salt Lake, Dongtai Jonier Lake, Dashaidan Emerald Lake, etc., are all altitude salt lakes, have similar properties."Salt lake scenic spots must form their own characteristics in the development of tourism." Only by maintaining the differences in products can the scenic spots form a tourism attraction.Shi Peihua believes that it is a more sustainable road to promote comprehensive industrial development with the benefits of comprehensive industries, and to promote comprehensive industry development."Chaka Salt Lake is in high -altitude areas in the west, the ecological foundation is fragile, and the ecological tourism model of the national park can be explored." Liu Jiewu said.(Author: Cao Yan; Editor: Yang Shuo)

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