Don't let the "renaming" of scenic spots be self-defeating

"See people everywhere." The past May Day holiday witnessed the sustained recovery of the tourism market. According to the data from the data center of the Ministry of Culture and Tourism, during the enhanced May Day holiday, there were 230 million domestic tourists, up by 1 19.7% year-on-year, returning to 103.2% in the same period before the epidemic. Domestic tourism revenue increased by 138. 1%.

The strong recovery of tourism also means that the competition in the tourism market is becoming increasingly fierce. A-level scenic spots all want to be more "resistant", and small and medium-sized private scenic spots also want to "live well". Operators are looking for ways to attract tourists quickly. Renaming is regarded as a "real" option. By comparing the list of scenic spots in China Tourist Attractions Information Overview, it is found that in the past 10 years, the names of more than 300 scenic spots in China have been modified. Among them, Jiangsu, Sichuan, Shandong, Guangdong, Shaanxi and other major tourist provinces have a large number, accounting for the top five in the total number of renaming in the country. As the saying goes, a good topic is half the battle. The name that is loud, standing and spreading is undoubtedly a golden signboard that attracts tourists in the scenic spot. The scenic spot names of traditional public resources often contain certain historical and cultural implications or ethnic customs, which are their own dominant genes and natural resource endowments. Hanshan Temple, Yandang Mountain, goddess peak, Fenghuang Ancient City, Daocheng Aden ... It sounds fascinating, and there is another story circulating in detail. Such a name is one of the most cherished treasures in the scenic spot, and naturally it will not change.

Most of those who seek change are "unwilling" tourist destinations. Renaming became an outlet for him to seek "survival anxiety".

"Rating" is one of the factors to be considered: according to the data of the Ministry of Culture and Tourism, from 201to 20 19, the total number of A-level scenic spots in China increased by about 4.9 times, and the number of 3A-level scenic spots in 201kloc-0/year increased by nearly 65,438. According to the relevant development report of the Resource Development Department of the Ministry of Culture and Tourism, in 2065438+2009, the average tourism investment of 5A-level scenic spots nationwide was 16826400 yuan, which was 3.08 times that of 4A-level scenic spots and 29.67 times that of 1A-level scenic spots. It is undoubtedly a priority declaration strategy to promote "file promotion" and obtain greater benefits by "renaming".

In the meantime, there are many successful cases. Jinan's "the first spring in the world" scenic spot is like this: once, it was imperative to integrate one river, one lake and three springs and name them "the first spring in the world" because of the "hard leverage" of the area of 5A-level scenic spots. Since the successful declaration, the relevant tourism data has continued to improve. Take this year's "May Day" holiday as an example, the number of tourists received reached 6.5438+0.05 million. Renaming, let "the first spring in the world" become the "leader" to drive Jinan's big tourism pattern.

"Profit" is the second consideration: there is a "Shi Jia ditch scenic spot" in the mountain city of Chongqing, with pleasant scenery. At first, tickets were only sold in 20 yuan. In 20 12, the local name was officially changed to "Wulingshan Rift Valley". For example, the local chicken becomes a phoenix, and the ticket price increases eight times. The price increase is staggering-the name change is an endorsement for high fares.

Perhaps it is this "renaming routine" that often leads to doubts or spit. Perhaps we can discuss it from many angles-does "renaming" have the value of "changing the traffic of scenic spots"?

"renaming is one of the packaging and marketing strategies displayed by market-oriented scenic spot enterprises, and it is not appropriate to jump to conclusions." Wang Chenguang, a professor at the School of Economics of Shandong University and director of the Culture and Tourism Research Center of Shandong University, thinks.

Indeed, there are many such examples in the tourism industry: 1984, the once unknown Xin 'anjiang Reservoir was transformed into "Qiandao Lake National Forest Park", and its popularity was greatly improved in a short time. It is still a popular tourist destination until today, and its name change can also be called "the most in history"; The famous film Shuiyun Ballad was shot in Changjiao Village, Nanjing County, Fujian Province. After the successful application for the heritage of Fujian Tulou, the cobblestone ancient road was named "Shuiyunqiao Ancient Plank Road", and Changjiao Village was changed to "Shuiyun Ballad", which skillfully created a sense of substitution and poetic beauty, and the ancient town became famous overnight. ...

However, renaming is also a double-edged sword. First of all, poor planning will be counterproductive, and there are many examples of renaming without turning into jokes: from Xiaolongshan Scenic Area to Jushi Mountain Ecological Tourism Scenic Area, and then to Yaziyao Tourism Resort, this scenic spot in Anqing, Anhui Province, the hometown of Huangmei Opera, changed its name three times in just a few years, completely "stunned" tourists; Linwu County, Hunan Province renamed the humble "pool+mirror" as "mirror of the sky", but tourists flocked to see the "rollover scene"; The name of "Daobeigou" in Henan is very rustic, but it is full of unknown exploration. After renaming it "Tianhe Grand Canyon", there is no door. In addition, the American blockbuster Avatar swept the world, and a ceremony was held in Zhangjiajie, where it was located, to change the "South Tianzhu Peak" to "Hallelujah Mountain"; The TV series Nirvana in Fire is so popular that Huifeng Pavilion, the tallest building in Langya Mountain Scenic Area in Anhui Province, was simply renamed as Langya Pavilion, which inevitably made people feel self-defeating.

It can be seen that renaming is actually a "technical activity" with full gold content. Experts in the circle changed the name to a "strategy": change the name to be realistic, elegant and popular, catchy and not curious. "Specifically, it is necessary to easily convey the highlights of scenic spots, realize the harmony and unity of the contents and styles of various scenic spots, and facilitate memory and expression. On the basis of facts, language can be artistically processed to create a charming language beauty. In addition, we must reasonably avoid' crashing' and' hitchhiking'. For example, under the banner of' Small Guilin' and' Little Jiangnan', it may be difficult to form characteristics, but instead put on wedding clothes for others. "

According to AARON Li, a professor at Shandong Normal University and a doctoral supervisor of literature and cultural industry management, the name of a scenic spot often records the social and historical changes, condenses the historical evolution of a region, has certain popularity and influence, not only directly reflects the local natural landscape and cultural heritage, but also represents the comprehensive strength and overall image of the scenic spot, and is a very important historical and cultural resource. "The name change of scenic spots should be cautious, fully collect and consider the opinions of local people, proceed from the cultural experience of consumers, combine local characteristics, respect local traditions, fully display the image of scenic spots, enhance the tourist experience, strengthen the recognition of tourists, and increase the added value of scenic spots brands. At the same time, it must be rooted in historical inheritance and attach importance to the personalized innovation of the brand in order to realize the branding of the scenic spot. "

Compared with poor planning, it is even less worth advocating that the motivation of renaming itself is impure-"More often, renaming is easy to become blindly pursuing the so-called shortcut to the south and playing cheap slogans, which can only consume the trust and patience of tourists in vain and bring bad reputation to the overall tourism industry." Wang Degang, vice president of china tourism association and professor of Shandong University School of Management, pointed out.

In fact, renaming often happens in low-end scenic spots. The research shows that the revisit rate of most scenic spots in China is less than 1%, which makes some low A scenic spots and private scenic spots not pay attention to the cultivation of tourists' loyalty. Under the background of the convergence of many scenic spots, it is often faster to improve the public service facilities by renaming and dig deep into the historical and cultural connotations.

However, compared with renaming, many tourist attractions have more and more important work to do. The consumer complaint data of China Quality Miles once showed that the phenomenon of poor service, inadequate implementation of ticket concessions, operators' failure to organize tours on time, "tying" tickets, tourist shopping, fake travel agencies and "black cars" soliciting customers still existed. Ignore these problems and seek immediate action, then those "leaps" that deviate from the law of development will often only be lively for a while, with limited impact, and everything will return to normal soon, and even some ironic lessons will be born.