How to develop Kaifeng’s cultural resources

At the 5th Henan Business Conference Cultural Tourism Industry Development High-Level Forum, Zhang Yong, member of the Standing Committee of the Municipal Party Committee and Minister of the Propaganda Department of the Municipal Party Committee, and Zhang Yonghe, who specializes in urban and regional tourism planning, destination management and marketing, and cultural industry development research Experts, scholars and guests at home and abroad gave wonderful speeches on how to take advantage of Kaifeng's cultural tourism resources and focus on tourism based on culture, high-end planning of cultural tourism projects, and in-depth exploration of cultural tourism resources. This edition summarizes the opinions of experts for the benefit of readers.

Zhang Yong: Build an industrial platform and sincerely invite Chinese and foreign businessmen

Zhang Yong, member of the Standing Committee of the Municipal Party Committee and Minister of the Propaganda Department, pointed out at the high-level forum on the development of the cultural tourism industry that our city is rich in tourism resources and the Song Dynasty culture It has a unique style and a large number of intangible cultural heritage items. Under the guidance of the strategic goal of "transforming from a city with cultural tourism resources to a city with strong cultural tourism" formulated by the Kaifeng Municipal Party Committee and Municipal Government, our city's cultural tourism industry has developed rapidly and achieved certain results. In order to seize the opportunity and realize the leap-forward development of our city's cultural tourism industry, we look forward to working with more merchants to create a win-win cooperation and make Kaifeng's cultural tourism industry stronger and bigger.

Zhang Yong said that Kaifeng has a long history, with a history of more than 2,700 years, and is known as the ancient capital of seven dynasties. Kaifeng is one of the first 24 historical and cultural cities announced by the State Council. It is a national outstanding cultural tourism city and a national famous calligraphy city. It is also a pilot city for cultural system reform in Henan Province and an experimental zone for cultural reform and development in Henan Province determined by the Henan Provincial Party Committee and Provincial Government. Kaifeng is also a city where humanities and natural landscapes complement each other. It has "rich cultural relics, a long urban layout, a rich ancient capital style, and a unique northern water city." It enjoys the reputation of "one city with Song Dynasty charm and half water city".

The long history and splendid culture provide Kaifeng with unique resource advantages and development space for the development of cultural tourism industry. Kaifeng has numerous historical and cultural relics and places of interest, including 13 national-level cultural relics protection units and 38 provincial-level cultural relics protection units. Famous ones include the ruins of Tokyo City in the Northern Song Dynasty, Kaifeng City Wall, Dragon Pavilion, Iron Tower, Fan Pagoda, Yanqing Temple, Shanshan-Gan Guild Hall, Daxiangguo Temple, Bao Gong Temple, Kaifeng Mansion, etc. Kaifeng has many folk arts that have been passed down for thousands of years. It is a famous hometown of calligraphy and painting, opera, woodblock New Year pictures, pangu art and chrysanthemums. The city has 8 national-level intangible cultural heritage items and 23 provincial-level items. The famous ones include Zhuxian Town woodblock New Year paintings, Northern Song Dynasty official porcelain, Kaifeng Bian embroidery, Bianliang lanterns, shadow puppetry, Cuju, women's polo, water swings, paper-cutting, Kite etc.

What should be emphasized most is the Song culture in Kaifeng. During the Northern Song Dynasty, Kaifeng had a population of 1.5 million. It was a majestic, large-scale and magnificent capital city. It was the political, economic and cultural center of China and a prosperous world metropolis. The huge scroll "Along the River During the Qingming Festival" by the Northern Song Dynasty painter Zhang Zeduan vividly depicts the bustling scene of Kaifeng City, Tokyo. The Song Dynasty had a developed economy, leading science and technology, clear politics, and a strong military. Song culture is the representative of the splendid culture during the most prosperous period of development in our country's history, and occupies an important position in our country's history and culture. Among the eight great masters of the Tang and Song dynasties, the Song Dynasty accounted for six masters. The calligraphy of the Song Dynasty created another peak era in the history of cultural development, forming the four famous masters of "Su, Huang, Mi, and Cai" and exerting a profound influence on later generations. Song Ci even more The development of Chinese culture has ushered in a new heyday, which is still widely praised by future generations. In addition, the stories of historical celebrities such as the honest and honest Bao Gong, the loyal Yang family generals, Yue Fei who served the country loyally, all also highlight the unique style of Song culture.

Relying on the profound historical and cultural heritage, the Kaifeng Municipal Party Committee and Municipal Government has formulated the strategic goal of "transforming from a city with cultural tourism resources to a city with strong cultural tourism", actively implements the tourism-driven strategy, and vigorously develops the cultural tourism industry. Kaifeng's cultural tourism industry has developed rapidly. In recent years, Kaifeng has planned and constructed water system projects and city wall repair projects. It has rebuilt and expanded scenic spots such as Bao Gong Temple, Kaifeng Mansion, Qingming Shanghe Garden, China Han Garden, Tianbo Yang Mansion, etc., forming Longting Lake Scenic Area, Bao Gong Lake There are 17 tourist attractions (spots) including the Scenic Area, Yuwangtai-Fanta Scenic Area and Zhuxian Town Scenic Area, including 7 national 4A scenic spots.

Wu Bihu said that unlike foreign markets, China's tourism market has just started. Everyone has a mixed demand for tourism that integrates meetings, sightseeing, purchasing, etc. This results in the development of scenic spots having to be multi-faceted. Various business formats and various combinations coexist. In foreign countries, sightseeing is sightseeing, and vacation is vacation. Nowadays, the global leisure era is coming, and the tourism market will also transform from sightseeing to vacation. We must fully understand the basic characteristics of the leisure vacation market in order to do a good job in our tourism industry. In the future leisure and vacation market, tourism is no longer a single tourism industry. Everyone is a tourist. Conventions and exhibitions, sports, recreation, entertainment, etc. will all overlap with the tourism industry to form a composite tourism industry chain.

When studying the choice of market positioning strategies, Professor Wu cited Beijing, Hangzhou, Xi'an, and Chengdu as cases for analysis. Beijing, the ancient capital of the East, the hometown of the Great Wall, is the first domestic tourist center city with the style of a capital and a first-class international tourist city with oriental characteristics. Xi'an, where the Qin Dynasty and the Tang Dynasty flourished, is the world's ancient capital tourist destination city with the most oriental charm. Hangzhou, the Oriental leisure capital, a paradise of happiness on earth, an international scenic tourist city with the most happiness and Jiangnan personality and the Oriental leisure capital. Chengdu is the leisure capital of Chinese people, an international rural vacation destination, and an international tourist destination dominated by world heritage tourism and Chinese-style rural vacation. Wu Bihu proposed that China's tourism development should be integrated with the opening up of real estate in both directions. The era of pure tourist attraction development: from Journey to the West Palace to Splendid China. The era of pure residential product development: from Hong Kong model to American model. Real estate and tourism: the era of landscaping and selling houses. Tourism real estate: living and tourism enjoy the era. TOLD: Tourism Oriented Land Development. Comprehensive tourism-oriented land development is the product of the "three combinations" of the era of transformation from sightseeing tourism to leisure and vacation tourism. Its characteristics include providing a variety of products around specific themes; facing multiple markets, allowing external copying; and entertainment functions becoming the dominant , supported by real estate income; highly dependent on funds, the first entrant wins. TOLD complex development types include ecologically oriented low-level development model, culturally oriented theme development model, and entertainment-oriented diversified development model. Professor Wu pointed out that the culture-oriented theme development model is most suitable for Henan. We should hold high the cultural banner, make a big deal about leisure, highlight the comprehensive product destination model, have certain compatibility with the original products, and combine the local characteristics of tourism real estate with International integration.

As for how Henan’s cultural tourism should be developed, Wu Bihu said that culture, tourism and business are the development model of Henan’s cultural tourism. The success of the Luanchuan phenomenon and the Jiaozuo model lies in their ability to break through the cultural burden and win with the natural landscape. The Qingming Riverside Garden in Kaifeng is a typical example of cultural revitalization, which makes more people fall in love with the ancient capital of Kaifeng. Wu Bihu said that on the basis of reflecting cultural heritage, expanding tourism brands, and supporting land benefits, we must organically combine culture, tourism with urban renewal, community development, and land development and comprehensively promote it.

Hua Jian: Creativity is the leader and culture is the soul to maximize the benefits of cultural tourism investment

Director of the Cultural Industry Research Center of the Shanghai Academy of Social Sciences, researcher of the Cultural Industry Research Institute of Peking University, and international leader of the National Development and Reform Commission Hua Jian, a special researcher at the Cooperation Center, pointed out the development direction of cultural tourism in our province and city through professional research, authoritative statistics, and vivid examples.

How to invest and develop the cultural tourism field to obtain greater economic and social benefits? Hua Jian believes that we should seize strategic opportunities and develop new strategic industries in the post-crisis era. Today we are in the post-crisis era, the post-industrialization era, and the post-Expo era. All regions have chosen new strategic industries that suit their local characteristics. At this stage, Kaifeng must take a long-term view and seize the opportunity to develop a good cultural tourism industry based on its own characteristics. At present, cultural entertainment services and tourism services have become two major service categories recognized in the world, which is undoubtedly an excellent promotion for the development of cultural tourism industry in Kaifeng.

How can Kaifeng seize the opportunity and open up new market space? Hua Jian said that the development of Kaifeng should form an industrial chain led by creative research and development, and lead and promote the development of cultural tourism in Kaifeng through technological development and market operations.

Today's cultural and creative "culture" is no longer culture in the previous sense. It is diffuse and leading, and can be combined with other industries to form new cultural forms such as cultural real estate, cultural real estate, creative manufacturing, and creative tourism. For example, an ordinary breakfast plate can only be sold for 20 yuan on the market, but a company used creative design to print Mr. Qi Baishi's paintings on it and add creative design. As a result, a plate can be sold for 200 US dollars. In fact, many cultural treasures have not been developed in terms of tourism technology. We need to analyze the market and improve the competitiveness of our cultural tourism industry under the existing conditions.

Market competition is actually competition for resources. Kaifeng's historical and cultural resources often have thousands of years of history, which other places cannot compete with. But resources alone are not enough. We must put these resources into actual operations, convert resource stocks into market flow, and convert market flow into sales. This requires a combination of resources. Hua Jian believes that combining resources and turning stone into gold requires five steps: 1. Grasp resources, including material resources and intangible cultural heritage. 2. Refining the core essence of the resources that contains the code of human wisdom. 3. Make creative designs for these essences. 4. Combine resources. 5. Put it into the market, sell on the largest scale, and maximize profits.

Because there are so many cultural resources in Kaifeng, any one you pick is almost a national treasure, so you must choose the resources well. In other regions, such as the Yangtze River Delta, they do not have such precious resources, so they can only develop technology and develop industrial tourism, training tourism, food tourism, etc. Kaifeng must innovate its advantageous resources and turn tourism into a cultural tourism that is both commercial and cultural, a humanistic ideal and an industrial resource.

Hua Jian concluded that Kaifeng should seize the opportunity, strive to form an industrial chain led by creativity, comprehensively develop the cultural heritage with Song Dynasty characteristics, play a pulling role with culture as the soul, and embody cultural tourism. Maximize the benefits of investment. If we move in this direction, I believe that the beautiful and rich land of Kaifeng will surely bloom with more brilliant flowers of cultural tourism.