Tourist attractions have become one of the main wearing scenes of Hanfu
"Scenic area + Hanfu", how does the spark continue?
Our reporter Liu Xiaoyan and Tang Shu
In recent years, with the rise of Hanfu craze, many scenic spots have launched activities related to Hanfu, which have become popular tourist check-in places, and tourist scenic spots have also become one of the main wearing scenes of Hanfu.
The linkage between scenic spots and Hanfu is a concrete manifestation of cultural and tourism integration, combining traditional culture with immersive experience, which is more attractive to tourists.
At the same time, problems such as the homogeneity of the planning content of the scenic spot and the lack of effective integration with the local tourism characteristics are the shortcomings of the linkage between the scenic spot and the Hanfu at present.
Industry insiders suggest that scenic spots should provide supporting facilities and services around related cultural themes, strengthen the research and development of traditional culture, refine the cultural core, and find the integration point between traditional culture and modern consumption.
The addition of Hanfu experience halls, the holding of Hanfu-related festivals, and the exemption of tickets for those who wear Hanfu... In recent years, with the rise of Hanfu fever, many scenic spots have launched activities related to Hanfu and have become popular tourist check-in places.
However, the creativity of combining Hanfu with scenic spots has also encountered bottlenecks, such as the homogeneity of the scene, the lack of distinctive features, and the unprofessional activities.
How does the scenic spot and Hanfu interact for a long time?
A reporter from the Workers’ Daily conducted an interview.
Collision: Hanfu enriches the tourist experience of scenic spots
In recent years, more and more young people will deliberately prepare Hanfu when traveling, and tourist attractions have increasingly become one of the main wearing scenes in Hanfu.
Huohuo is an employee of a power grid company and wears overalls and safety helmets at work.
As long as there is a vacation opportunity, she will put on her carefully prepared Hanfu and go to various tourist attractions to check in.
Huohuo remembers that when he wore a full-chested skirt to play in the Chaka Salt Lake a few years ago, he was still surrounded by many tourists.
When she visited Nanjing in May this year, she felt that everyone's acceptance of Hanfu was much higher. "More people asked me questions about where I can buy Hanfu and whether I can rent it near the scenic spot."
According to the statistics of the Foresight Industry Research Institute, 66% of Hanfu consumers’ purchase scenes are driven by travel, while participating in folk activities and taking pictures of ancient style modeling accounted for 27% and 26% respectively.
The person in charge of a Hanfu studio in the ancient city of Qianzhou told reporters that the Hanfu market is now more diversified, and Hanfu children’s clothing and parent-child clothing are slowly emerging. “Most Hanfu clothes are used for location shooting. We are exploring daily or long-term rental. Hanfu and other business models".
Professional photographer Yu Qianheng also found that Hanfu photography has a preference for tourist attractions.
"In recent years, it is obvious that there are more and more tourists wearing Hanfu in scenic spots, especially in historical and humanistic scenic spots." He believes that the environmental planning of the scenic spot is relatively complete, and there are plenty of scenes available for shooting. The scenic area has a large historical and cultural span, which can meet the needs of Hanfu shooting in different eras.
Linkage: "Hanfu + Scenic Spots" staged a national style show
The reason why tourist attractions can attract Hanfu fans to punch in is deeply related to their own attributes.
Yu Qianheng mentioned that when customers wear Hanfu to take pictures in the scenic spot, their costumes will be specially matched with the characteristics of the scenic spot. “The red walls of the palace and the garden rockery have ancient characteristics, and the clothes will be closer to the style of the corresponding historical period. Natural scenes such as lotus ponds have relatively low clothing requirements.” This means that different types of scenic spots can combine their characteristics to develop personalized Hanfu tourism products.
Xitang is an earlier scenic spot that linked with Hanfu, and it is also a place for many Hanfu fans to check in.
Whether it is the opening of the dynasty carnival or the traditional wedding on the water, the charm of history and culture combined with the white walls and black tiles of the Jiangnan Water Village not only increases the visual effect, but also enhances the sense of participation and on-site interaction of tourists.
The three-time Yuntai Mountain Hanfu Flower Festival is a combination of landscape scenery and historical celebrities, setting off a "Hanfu + landscape" boom.
The relevant person in charge of Yuntai Mountain Scenic Area in Jiaozuo, Henan told reporters: "The Hanfu Festival was held because the scenic spot was seeking to transform and attract more young people. We were also inspired by Xitang. The effect was not bad, reaching 70% of our expectations. It is still in the exploratory stage."
The reporter learned that the Hanfu Festival activities in many scenic spots are usually completed in cooperation with professional third-party companies.
Jiang Yatong, the relevant person in charge of Shanghai Yahe Fenghua Culture Communication Co., Ltd., who has worked with Yuntai Mountain, told reporters that the planning team provides customized services based on the needs of the scenic spot, user group portraits, and average daily passenger flow, and combined with the characteristics of the scenic spot.
"In addition to the series of activities such as the Hanfu Parade, Hanfeng Bazaar, and Hanfu Expo, we also explored the IP of the Seven Sages of the Bamboo Forest to create a sense of integration of landscape and Hanfu. At the same time, with the help of the network platform, the cultural enthusiasts of the circle can see that the scenic spot has the national style Hug."
Zhang Jiayi, a researcher at the New Era Culture and Tourism Research Institute, believes that the warming of the ancient style represented by Hanfu is behind the younger generation's recognition of traditional culture and the revival of traditional culture.
The linkage between scenic spots and Hanfu is a concrete manifestation of cultural and tourism integration, which is different from single scenic spot check-in tourism. This kind of gameplay that combines traditional culture and immersive experience in scenic spots has greater appeal to tourists.
Break the game: Strengthen research and development to meet diverse experiences
The sparks between Hanfu and the scenic spot seem to have found the key to increasing passenger flow in the scenic spot.
According to media reports, during the Dragon Boat Festival this year, at least 30 scenic spots across the country launched a "free entry to the park in Hanfu" discount activities, and scenic spots all over the country have also organized check-in projects with Hanfu as the theme.
"We will invite Hanfu masters to perform, and the scenic staff will also wear Hanfu to attract tourists to interact and take pictures." Guo Jia, a staff member of the planning department of the Shiniuzhai Scenic Area, Pingjiang, Hunan, said that although the "East Wind" of Hanfu was borrowed, how can we change it? Combining well with the local culture and making features is a question they have to ponder.
The homogeneity of the planning content of the scenic spot and the lack of effective integration with the local tourism characteristics have become the shortcomings of the linkage between the scenic spot and Hanfu.
Jiang Yatong said: “The industry’s blind involution and enthusiasm will lead to chaos in the initial market, and the popularity of Hanfu in some scenic spots will be short-lived.” When Yu Qianheng was shooting on location, he found that tourist routes in some scenic spots lacked planning, affecting To the actual framing shooting.
In Zhang Jiayi’s view, the trend of younger consumers in the tourism market is becoming more and more obvious, and its consumer demand is also showing diversified and individual characteristics. It is difficult for homogenized marketing activities to bring lasting influence and attraction to scenic spots. At the stage of transition from traditional tourism to leisure needs, the project development and service upgrade of scenic spots will inevitably focus on satisfying the diverse experience of consumers. It is necessary to provide supporting facilities and services around relevant cultural themes, strengthen the research and development of traditional culture, and refine Cultural core, looking for the connection point between traditional culture and modern consumption."
Jiang Yatong believes that to promote the high-quality and long-term development of cultural tourism, on the one hand, it is necessary to adapt measures to local conditions, dig deep into the connotation, and plan and promote through multiple network platforms; on the other hand, it must be derived from handicrafts, native products, cultural theme IP, etc. Products drive revenue growth.