Cultural tourism town: overall construction, 7 major aspects

The overall construction of cultural tourism towns is a complex and systematic work, covering tourism, culture, commerce, real estate, leisure, catering, hotels and other industries, involving tourism products, travel routes, Tourism activities include rich content such as food, hotels, folk customs, and activities.

1

Strategic positioning of cultural tourism towns - finding basic points

According to local characteristics, formulate the overall development goals, development plans and brands of cultural tourism towns Image design, core industry design, etc., determine the development basis for cultural tourism towns and find the core driving force of development and the DNA of cultural tourism towns.

Implement the strategic positioning of cultural tourism towns and build the town into an industry or culture with rich humanistic atmosphere, low building density, distinctive industries, vibrant market, unique culture, and charming ecology. , or a characteristic cultural tourism town with resources, theme entertainment or architecture as the core of the industry.

(1) Overall development goals

The blueprint of cultural tourism towns is the source of power to attract foreign investment. The blueprint of the cultural tourism town clearly outlines government functional mechanisms, sustainable development space, industrial environment creation, social and economic benefit assessment, enterprise growth environment, market competition pressure, talent development mechanism, etc., in order to attract enterprise investment. A gathering of talents.

(2) Development plan

The construction of a cultural tourism town itself is a systematic project with a long duration and requires short-term, medium- and long-term plans with clear goals.

(3) Brand image design

Establish a unique LOGO, brand concept and slogan of the cultural tourism town, and establish a distinctive image of the cultural tourism town through the brand visual system and behavioral system Brand image.

(4) Core industry design

The construction of cultural tourism towns must seek and inject supporting industries, and drive the development of related industries through the industrial effects of supporting industries. In the design of the core industries of cultural tourism towns, it is necessary to combine various factors such as local humanistic characteristics, industrial characteristics, resource characteristics, and the industrial fields of the main investment enterprises.

2

Cultural tourism town industry model - finding a fulcrum

(1) Creating a closed industrial chain

By focusing on core industries The design and construction of the hotel leverages the market appeal of core industries to highly integrate tourism consumption power with industrial effects, such as health care, fishing and entertainment, food, homestays, leisure, etc., and form an integration of production, supply, marketing, and research, thus Create a closed industrial chain with tourism flavor to support the sustainable development of cultural tourism towns.

(2) Multi-business integration

Cultural tourism town is a characteristic town with tourism +, culture +, and industry +. It is a multi-business development*** An industrial model for prosperous development.

(3) Development model

At present, the more mainstream domestic models are the "ancient building" model, the "health care and elderly care" model, the "golf manor" model, the "hot spring city" model, and the "hot spring city" model. "Cultural resort hotel complex" model, "leisure mall" model, "characteristic scenic spot complex" model, "multiple leisure complex" model, "themed cultural town" model, etc.

Three

The profit model of cultural tourism towns - finding the market

Cultural tourism towns need investment and construction, and for sustainable development, multiple parties must be established *Winning profit model. From a market perspective, cultural tourism towns are a new development platform for the cultural tourism industry. Without good product design, business models, investment returns, etc., social capital will not enter.

Therefore, the design of the profit model of cultural tourism towns can be conducive to promoting the town PPP model. The government supports it through entrustment, franchising, funds, etc., market-oriented development, and the recruitment of professional companies for market-oriented operations. Diversified participation in the construction and operation of cultural tourism towns.

The profit model of cultural tourism towns mainly comes from two aspects: cultural tourism real estate and operating income.

(1) Sales revenue of cultural tourism real estate

Cultural tourism real estate is a systematic project, including environmental remediation, resource integration, industrial restructuring and residential construction. The ultimate goal is regional value The improvement and social benefit maximization, the investment return cycle is relatively long, operations and services are very important, and traditional developers are used to developing sales properties and are not good at operating holding properties. They want to see it soon The rewards are unrealistic.

1. Strive for concessions from the government in land transfer

Cultural tourism projects usually cover a large area. If the government can help implement corresponding public interests during project development, The government is usually willing to provide certain concessions on land prices. It can effectively reduce risks and reduce investment costs.

2. Invite the government to carry out external publicity and promotion

In some large-scale cultural tourism projects, the government will often set up temporary special management agencies and use them as key urban projects or image projects. Carry out publicity and promotion of brand image.

3. Gradually intensify the operation of tourism projects

While selling housing, intensify the operation of tourism projects. Since tourism real estate involves many fields, in terms of internal operations, it is necessary to integrate cooperative resources such as hotel operators and theme park operators, and in terms of external resource introduction, it is necessary to integrate collaborative resources such as travel agencies and surrounding attractions.

4. Transfer to the long-term and stable tourism operation part

The project focus is entirely on the tourism operation part, and long-term operation will be an integral part of the tourism real estate project product, and good business, The management of hotels, theme parks and other businesses has entered a long-term and stable stage of operation.

5. Establish your own IP industry chain

Those who win IP win the world. Build your own industry chain by introducing the IP concept. For example, film and television themes, animation themes, cultural themes, etc.

(2) Operating income of cultural tourism towns

1. Tourism income

As a mature tourism product, cultural tourism towns can themselves bring economic benefits Revenues, such as travel tickets and travel product sales.

2. Commercial income

Various businesses in cultural tourism towns bring economic benefits.

3. Catering income

The economic benefits brought by various catering in cultural tourism towns, such as farmhouses, folk catering, etc.

4. Performance income

The economic benefits brought by various performance activities held in cultural tourism towns.

5. Accommodation income

The economic benefits brought by star hotels, theme hotels, B&B hotels, express hotels, family hotels, etc.

6. Industrial income

The economic benefits brought by the primary, secondary and tertiary industries in the cultural tourism town.

Four

Planning and layout of cultural tourism towns - fixed grid

How to build cultural tourism towns, we must first solve the planning and layout problems, business districts, industries Reasonable planning of relevant functional areas such as urban areas, commercial areas, residential areas, public service areas, etc.

(1) Overall requirements

1. Meet the needs of sustainable development

The layout of cultural tourism towns should pay attention to long-term benefits, achieve overall planning, and roll out Development and echelon construction.

Respect the local ecological environment, cultural ecology, and lifestyle, and achieve integration, integration, and mutual adaptation.

2. Protect resources

In planning and design, natural topography should be fully utilized, the traditional pattern of natural development should be continued, and the characteristics of the natural environment should be respected.

3. Show local cultural characteristics

Small town blocks reflect regional, ethnic, traditional or era characteristics, and residential architectural styles, colors, and volumes must be coordinated. Planning and construction must maintain rural features and have urban functions. Urban-rural integration does not mean the sameness of urban and rural areas or the unification of urban and rural areas.

(2) Design concept

The design of the town should reflect walkability, convenience, diversity, unique style, and characteristic culture, and should be life-oriented, mixed functions, high-density, and compact , micro-landscapes, dense roads, and infrastructure are most effectively utilized, which results in low energy consumption and low operating costs.

A small town must have cultural heritage, which will help enhance the local people’s sense of cultural identity and spiritual belonging, and will also accumulate and form new cultural characteristics or highlights.

A small town must have complete functions, with excellent education for students, good doctors for illnesses, good rewards for labor, livable housing, and care for the elderly. The best cultural tourism town is one where people can stay and not want to leave.

Five

Supporting construction of cultural tourism towns - laying foundations

The supporting construction of cultural tourism towns mainly meets the needs of living facilities, tourism facilities, Industrial supporting and other three aspects of demand.

(1) Basic supporting construction

1. Transportation facilities

Establish a convenient external and internal transportation system. Strengthen the connection between cities and towns and transportation trunk lines and transportation hub cities, improve the technical level and traffic capacity of highways, improve traffic conditions, and enhance service levels.

Promote the development of urban (suburban) railways in large cities, form a multi-level rail transit backbone network, efficiently connect large, medium and small cities and characteristic towns, and promote interconnection.

Strengthen the construction of slow-moving transportation facilities such as walking and bicycles, and ensure the connection between the slow-moving transportation system and the public transportation system.

Promote the construction of public parking lots and strengthen vehicle parking management.

2. Educational facilities

Promote the construction of various educational facilities in cultural tourism towns, including the construction of science, education, culture and health facilities such as science and technology museums, schools, cultural centers, hospitals, and gymnasiums.

Accelerate the construction of intermediate and senior talent training centers, promote the standardization of compulsory education schools, promote the joint operation of well-known primary and secondary schools in cities and counties and urban primary and secondary schools, and expand the coverage of high-quality educational resources.

3. Administrative management facilities

Administrative and business offices, comprehensive services, convenience service centers, government services, tourism and leisure, trade logistics, talent apartments and other supporting facilities in the cultural tourism town of construction.

4. Medical and health facilities

Complete public services, especially the supply of higher-quality education and medical resources, are important factors in enhancing the population agglomeration capacity of characteristic towns. It is necessary to promote the shift from allocation of public services based on administrative levels to allocation based on the size of the permanent population, and coordinate the construction of public service facilities such as schools, medical and health institutions, and cultural and sports venues based on the growth trend and spatial distribution of the urban permanent population. Vigorously improve the quality and level of public services such as education and health so that residents can enjoy better quality education, medical and other public services.

5. Financial service facilities

The Development Bank has increased its credit support for franchising, government purchase of services and other models, especially by exploring various types of PPP models and introducing large-scale Enterprises participate in investment and guide the extensive participation of social capital. Give full play to the development bank's comprehensive service functions and roles of "investment, loans, bonds, leasing, securities, and funds" and provide financial advisory services in the establishment of funds, issuance of bonds, and asset securitization.

6. Municipal public facilities

Construction of public infrastructure such as water network, power grid, road network, information network, gas supply, heating supply, underground comprehensive pipe gallery; sewage Construction of environmental facilities such as treatment, garbage disposal, landscaping, water ecosystem and water environment management, and ecological restoration projects.

Build high-speed, smooth, high-quality, low-cost, and convenient broadband network infrastructure and service facilities, put people first to promote information to benefit the people, strengthen the construction of information infrastructure in characteristic towns, accelerate the process of fiber optics to households, and build smart A cultural tourism town.

(2) Commercial supporting construction

1. Catering

Develop themed catering based on local cultural characteristics and create special catering, such as cultural tourism farmhouses.

2. Hotels

Promote the construction of high-end star hotels, express hotels, B&B hotels, theme hotels, etc. according to the needs of cultural tourism towns.

3. Commerce

Department stores, small markets, agricultural products trading markets, supermarkets, pharmacies, shops and other convenient commercial facilities.

(3) Construction of leisure supporting facilities

Promote the construction of business halls, teahouses, cafes, badminton halls, billiards halls, fitness centers, chess and card rooms, KTV, health care centers and other facilities.

Six

Cultural construction of cultural tourism towns

Culture is the DNA of cultural tourism towns, the core characteristic of cultural tourism towns, and it is also what distinguishes other cultural tourism towns. The foundation of cultural tourism town. The nature, ecology, culture, landscape, folk customs and other resources of cultural tourism towns are unique. Even if they are similar, their characteristics are unique. However, in the planning and construction of cultural tourism towns, in-depth exploration is needed , can we truly find the characteristics that distinguish it from other cultural tourism towns, so as to avoid homogeneous competition with surrounding tourism project development.

The cultural construction of cultural tourism towns can be strengthened through theme activities, cultural activities, and cultural publicity.

(1) Theme Activities

By holding themed activities, on the one hand, the brand awareness of the cultural tourism town can be expanded; on the other hand, it can expand its influence in society and attract Enterprises, merchants and individuals from all over the country actively participated.

Theme activities include in-depth theme planning of existing activities in cultural tourism towns to further expand the scale and influence of activities; planning and holding of large-scale performance activities; planning and holding of large-scale festivals; international and domestic Planning and hosting of major events, etc.

(2) Cultural Activities

Carry out education on the cultural characteristics of cultural tourism towns, improve residents’ satisfaction with urban construction, strive to achieve “everyone is a tour guide”, and cultivate a love for hometown culture social atmosphere, thereby enhancing the cultural quality of the old city.

Carry out community cultural exchange activities and promote the construction of a harmonious culture in cultural tourism towns.

(3) Cultural promotion

Use various cultural promotions to enhance the cultural quality of cultural tourism towns. Such as shooting cultural tourism promotional videos to attract tourists to understand and understand Zhenhai’s cultural characteristics and historical heritage. Film a cultural promotional feature film to comprehensively display the cultural characteristics and heritage of the cultural tourism town. Establish official self-media to promote cultural tourism town culture in a three-dimensional manner.

Seven

Cultural tourism town brand building

A good cultural tourism town needs a good brand image , need to have a resounding brand name across the country. The brand building of cultural tourism towns, in a sense, means making up stories, telling stories, and passing on stories for cultural tourism towns. Through stories, the brand of cultural tourism towns can be spread and become a brand that everyone is paying attention to and discussing. .

(1) Brand building

First, establish the brand system of the cultural tourism town.

Including cultural tourism town brand name, brand logo, standard fonts, architectural style, architectural concept, outdoor display and other elements.

Use various channels to promote the brand and image of cultural tourism towns.

(2) Brand promotion

1. Brand advertising

An excellent brand advertisement can quickly build the brand awareness of a cultural tourism town. A meaningful brand advertisement can make people talk about the brand of the cultural tourism town.

2. Public welfare marketing

Through comprehensive publicity of large-scale social welfare marketing activities, we can achieve the purpose of promoting the brand image of the cultural tourism town and building brand awareness.

3. Hot marketing and publicity

Focus on the brand promotion of cultural tourism towns through hot events that are of national and even global concern and with the help of the public's attention to hot events.

4. Take advantage of the opportunity for marketing and publicity

Cleverly integrate various activities that are distinctive, influential and can produce a social sensation, and take advantage of the opportunity to promote the development of cultural tourism towns Brand promotion.

5. Cultural marketing and publicity

Throughout the cultural tourism town culture, with the influence of cultural marketing activities, organically promote the products through outdoor, car body, promotional materials, souvenirs, small gifts, etc. Combined to spread the brand of cultural tourism town.

6. Self-media brand promotion

Use the promotional power of self-media, such as official self-media, celebrity self-media, self-media circles, etc. to promote the brand of cultural tourism towns.

The cultural tourism town is to realize the industry in a fully marketized space by building a platform. On the one hand, it gathers various high-end elements such as capital, technology and talents to support The innovation of new products, new models, and new business formats will form innovation-oriented emerging industry segments or classic industry upgrades with humanistic heritage. At the same time, we will innovate supply methods in the high integration of industry, culture, tourism, production, life, and ecology. Accelerate the transformation and upgrading of regional industries; on the other hand, it is combined with the construction of a characteristic industrial ecosystem, eliminating or relocating some "old" content that is difficult to adapt to environmental changes through market mechanisms, freeing up new development space for characteristic industries, and further enhancing regional development Endogenous motivation. Through this process of “one increase and one decrease”, the renewal of regional excellent culture and the improvement of effective supply capacity are achieved.