Small ice cream leveraging the cultural tourism market

  Recently, Guangxi Zhuang Autonomous Region, Jiangsu Province, Gansu Province and other places have launched a batch of unique and innovative cultural and creative products by holding cultural and creative festivals or cultural and creative design competitions, combined with local cultural tourism resources, which not only attracts tourists, It also increases the popularity of scenic spots and scenic spots.

  In recent years, tourism cultural and creative products have been paid more and more attention by more and more tourist destinations. They have become not only tourist souvenirs that "just buy a piece", but also become an important attraction for many tourists to make a special trip to a place.

Therefore, tourism cultural and creative products have also become an important way for many scenic spots to get rid of the dependence on tickets and change the development mode.

  Meet new consumer needs

  A few days ago, the Huaguoshan Scenic Spot in Lianyungang City, Jiangsu Province has launched 5 different styles of cultural and creative ice cream, which has become the "standard" for many tourists to check in at the scenic spot.

The shapes of this series of cultural and creative ice cream are taken from Laoshanmen, Jade Girl Peak, Shuilian Cave and the image of Monkey King in the scenic area.

In front of these corresponding landmarks, tourists are often seen taking pictures with ice cream in their hands.

  Since the beginning of summer, cultural and creative ice cream has become a "weapon" for attracting tourists in many scenic spots.

Domestic scenic spots, including the Forbidden City, Xi'an City Wall, Sanxingdui, Mogao Grottoes, Nanjing Xuanwu Lake, etc., are based on their respective cultural landscapes, landmark buildings, cultural relics or typical plants, etc., to launch themed ice cream.

Most of these ice creams have good sales performance and are especially popular with young tourists.

  One weekend at the end of June, Beijing tourist Zheng Yu invited two friends to go to Beijing Xishan National Forest Park to taste the first cultural and creative ice cream launched there.

It is understood that this cultural and creative ice cream selects the characteristic landscape elements of the three parks, namely "Xishan Qingxue" represented by plum blossoms, mountain peach and mountain apricot, mountain peony and "Ghost Smile Stone", which is an excellent place to climb high and overlook the capital. , and integrated into the park's IP image "Xixi", vividly presenting the natural landscape of the park and the history of afforestation and greenery in Xishan, as well as characteristic plants.

Zheng Yu introduced that he would go hiking in Xishan National Forest Park every spring, summer, autumn and winter.

"You can see different scenery in different seasons. The launch of this cultural and creative ice cream adds a lot of interest and interest to the summer park tour, and also prompts me to learn more about the forest culture related to the park." Cultural and creative ice cream has its own characteristics and is exquisitely made. By restoring buildings, landscapes, etc., the cultural symbols of the scenic spot are more distinct, which is in line with the consumption needs of young tourists who pursue individuality and novelty. s reason.

  Cultural taste is the core

  Guangxi Zhuang Autonomous Region has recently launched the "Guangxi You Li" Cultural Tourism Creative Design Competition, which is aimed at collecting scenic spots, urban, rural, ethnic, intangible cultural heritage, drama, gourmet, Craftsmanship and other works.

This competition is for Guangxi to build the overall brand of "Xiu Jia Tian Zhuang Mei Guangxi" around the six major cultural and tourism brands of "Guilin Landscape", "Longevity Guangxi", "Magnificent Border Pass", "Romantic Beibu Gulf", "Zhuang Nationality March 3" and "Liu Sanjie Culture". an important measure of image.

  Excavating or creating excellent cultural and creative products and constantly enriching the connotation of tourism has become an important starting point for tourism destinations to enhance their popularity.

After years of exploration and development, "prominent cultural flavor" has become the core of cultural and creative product development.

  In the 2nd Jiangsu Provincial Tourism Cultural and Creative Commodities Competition, a total of 82 pieces (sets) of cultural and creative products were shortlisted, all of which showed the charm of Jiangsu culture and tourism with different creativity and cultural connotations. Among them, 32 winning works covered cities in Jiangsu Province. Intangible cultural heritage, natural scenery, rural folk customs, historical culture, life creativity and many other themes and elements.

For example, the gold award work "Intelligent Vacuum Preservative Tank" adopts AI intelligent technology "one-button vacuuming", and the intelligent display screen will display the "Water Rhyme Jiangsu" logo every time it is turned on, which not only conforms to the intelligent development trend of cultural and creative products, but also makes The dissemination of Jiangsu Cultural Tourism's image is more "moisturizing and silent".

Another gold award work, Zhenjiang "Huaxiu Pot Covered Gift Box", combines local food culture with urban culture, and integrates Zhenjiang style and color painting into the packaging, allowing tourists to enjoy the scenery and culture while enjoying the delicious food.

  Cultural and creative products belong to the category of "purchasing" in tourism, and are also an important part of the tourism industry chain. In the process of deepening the integration of cultural and tourism, they also undertake the important task of promoting local culture.

At the beginning of this year, the "Shandong Handmade" Promotion Project Implementation Plan issued by Shandong Province proposed that relying on intangible cultural heritage or traditional craftsmanship to cultivate the handmade industry, by the end of 2022, Shandong will have 13 5A-level tourist attractions and 20 key 4A-level tourist attractions. The scenic spot will build a "handmade in Shandong" exhibition, experience and sales area.

  Help Diversified Development

  In the summer of 2022, many scenic spots across the country have successively issued announcements and introduced preferential measures for tickets.

For example, before December 31, the main scenic spot of Wuyi Mountain in Fujian Province will be free of tickets for the people of the whole country; before September 30, the whole scenic spot of Ganzi Tibetan Autonomous Prefecture in Sichuan Province will offer half-price tickets for domestic and foreign tourists, and students (including international students, holding student ID cards) will be implemented. Tickets are free of charge. Before December 31st, medical staff (including foreign medical staff with work permits) will be free of tickets; before December 31st, Zhangjiajie Grand Canyon Scenic Area in Hunan Province and Zhangjiajie Qixing Mountain Tourist Resort will implement tickets for tourists from all over the country. Free tickets; In June, the main peak area of ​​Huashan Scenic Spot in Shaanxi Province implemented free tickets for tourists from all over the country.

  It is not difficult to find that these scenic spots have great discounts on tickets. Some local tourists in Shaanxi said: "This is the first time I have encountered Huashan scenic spots without tickets." Reducing and exempting tickets has become a measure to stimulate tourists' willingness to travel this summer; How to create more economic benefits has become an urgent problem to be solved by the scenic spot.

In recent years, how to get rid of the dependence on tickets and take a diversified development path has always been a development dilemma faced by various tourist destinations.

This summer may be an opportunity for change.

  In outdoor tourist attractions such as Leitai, Confucian Temple, and Tianti Mountain in Wuwei City, Gansu Province, as well as the cultural and creative product exhibition hall of Wuwei City Museum, "horse stepping on flying swallows" ice cream, Xixia tick and carved tea set developed with Xixia patterns as creative elements, Cultural and creative products such as the Eight Birds Chaoyang canvas bags, silk scarves, pillows and other cultural and creative products designed with the "Eight Birds Chaoyang" colored painting image bricks during the Jin Dynasty are favored by tourists. With practicality, it has become a new engine to stimulate local cultural tourism consumption, and also promote the development of tourism to a comprehensive industry.

  Yin Jie