Some items on the long commercial street are subject to additional charges and unregulated solicitation
Excessive commercialization of scenic spots is really annoying
□ Zhang Shoukun, a trainee reporter of this newspaper
□ Our reporter Chen Lei
"Entering the ancient town, there are red willow barbecue, stinky tofu, big squid, milk tea, and handicraft shops everywhere. The signboards are similar, and the architectural styles are roughly the same. The only difference may be the address on the postcard." Mr. Zou from Shaoxing, Zhejiang complained.
Mr. Zou has just finished a trip to the ancient town, but he has a poor experience of this trip, because the commercial atmosphere of the ancient town is too strong. .
There are not a few people who feel the same way as Mr. Zou.
A reporter from the "Rules of Law Daily" recently searched on some social platforms and found that many tourists have complained about the excessive commercialization of the scenic spot this summer, including the large number of shopping places in the scenic spot, the large area, and the poor business order; the commercial street is too long, and the landscape is too long. Poor quality, there are widespread problems of non-standard operation such as unclear price tag and poor service quality; there are many advertisements, which affect the tourism quality of scenic spots...
A number of experts interviewed by reporters pointed out that although some places are currently rectifying the problem of excessive commercialization of scenic spots, they mainly ban commercial areas and advertisements, and do not touch the core of the problem.
The root cause of the excessive commercialization of some local scenic spots lies in the confusion of the tourism development system and mechanism.
Therefore, the ultimate goal of rectification should be to straighten out the tourism development system and mechanism, and stimulate the motivation and vitality of high-quality tourism development.
There are many charges for scenic spots
Disappointed tourists complain
Liu Yi, from Zhengzhou, Henan, drove to a 4A-level scenic spot in Guangxi for a few days. She was disappointed with the trip, also because the scenic spot was too commercial.
"The ticket for the scenic spot is 80 yuan. If you drive into the scenic spot, you will have to pay an additional parking fee; if you take the through train to the scenic spot, you will need to pay 50 yuan for the fare. Here, you can only go to the inn to eat, and the boss will always recommend special dishes. Ordering the recommended dishes will give us a look. A piece of chicken is 160 yuan, a piece of bamboo rice is 20 yuan, the amount is very small, not enough for one person." Liu Yi said.
Some bloggers shared their experience of going to a scenic spot in Qinghai on social platforms: private cars cannot drive directly to the gate of the scenic spot, and tourists must spend 30 yuan to buy a scenic spot transportation ticket, which is not included in the scenic spot package.
"The Internet celebrity train in the scenic area has a bad ride experience, and it charges 50 yuan. Originally, there were 3 people in a row of 4 people in the fortress; although the staff said that the train runs every 15 minutes, in fact, it will not drive until it is full. The return journey of the small train There is still a distance from the end of the scenic spot. If you don’t want to go back, you have to spend 5 yuan to take a battery car. There is also a sightseeing tower in the scenic spot, a few kilometers away from the lake, with only 4 floors and a fee of 20 yuan.” The blogger wrote.
Below this blog post, many netizens commented that "over-commercialization of scenic spots has destroyed tourists' sense of experience", but some netizens suggested that "if the scenic spots are not commercialized, it will be inconvenient for tourists to eat and travel."
So, does the scenic spot need to be commercialized?
According to Qi Xiaobo, assistant director of the Tourism Research Center of the Institute of Geographical Resources of the Chinese Academy of Sciences, the commercialization of scenic spots is necessary.
"As the current consumer demand for high-quality tourism products and characteristic leisure services increases, the scenic spots need to add diversified commercial elements accordingly. From this perspective, the scenic spots do need commercial elements as service facilities and features in the development process. Experience the product." Qi Xiaobo said, in addition, tourism and leisure itself is a commercial service, so the scenic spot cannot be separated from the implantation of commercial elements, which can increase the income of the scenic spot and pursue the maximum economic benefit of the scenic spot.
At the same time, many scenic spots can provide commercial space and platforms by adding commercial elements and prolonging the stay time of tourists, which can help the sales of agricultural special products, increase local employment, and radiate surrounding tourism services, etc., so as to drive the common development of surrounding people and regions and realize scenic spots. socially driven benefits.
However, in the process of commercialization of scenic spots, it must not be excessive.
Only focus on profit and over-exploit
Affect the long-term development of scenic spots
The reporter combed some netizens' comments on the excessive commercialization of scenic spots, and found that many tourists are not concerned about the commercialization itself, but the stereotyped shops, projects only for making money, unregulated solicitation, and the quality of goods is not good enough, etc. affect people's travel experience.
Ms. Hu, who traveled to Guizhou in August this year, complained on social platforms that the costumes used for taking pictures in the scenic spot are only in quantity but not in quality. They are all identical costumes and props, and the technical level of photographers and makeup artists is uneven.
I wanted to feel the original ecological lifestyle here, but when I came down from the viewing platform, I saw almost all hotels, only a few old houses.
Wang Tianxing, a member of the Legal Expert Committee of the Ministry of Culture and Tourism and deputy director of the Cultural Tourism Policy and Regulation Center of Beijing International Studies University, told reporters that many shopping stores added in some scenic spots do not strictly control the quality of goods, and most of them are fake and shoddy products, some of which are still used Toxic or discarded materials to make so-called specialty foods.
In some places, some so-called museums will be added. There are no decent exhibits in them, just to increase the stay time of tourists and induce tourists to buy tickets further. Some museums are actually specialty shops that have changed their names.
According to Zhang Jing, a lecturer at Hulunbuir College, the excessive commercialization of the scenic spot will destroy the tourists' sense of experience and cause negative evaluations to the scenic spot. These negative evaluations can easily make the scenic spot lose potential tourists and affect the sustainable development of the scenic spot.
"The overloaded and over-commercialized operation mode is likely to cause the unsustainable ecological environment of the scenic spot, and this damage is often difficult to repair. The excessive commercialization of the scenic spot will make the scenic spot lose its uniqueness, and it will also make the local residents of the scenic spot unsustainable. And culture is negatively affected and destroyed, and the scenic area loses its comparative advantage in the process of over-commercialization, while destroying the original cultural heritage, making it difficult for the scenic area to develop further and falling into a vicious circle.” Zhang Jing said.
Li Jing, an associate professor at East China University of Political Science and Law, suggested that the commercialization of scenic spots can increase income and allow some cultural heritages that are on the verge of disappearing to be preserved due to the injection of maintenance funds. Destroy the authenticity of the cultural heritage in the scenic spot.
"In the process of excessive commercialization of tourist attractions, precious cultural heritage such as folk art forms and ethnic characteristics are packaged out of context into various tourism products, destroying the integrity of cultural heritage." Li Jing said.
Clear positioning and strengthening
Scientific guidance and standardized governance
In order to rectify the problem of excessive commercialization of scenic spots, actions have been taken in many places across the country.
As early as 2019, the Ministry of Culture and Tourism deployed the rectification of the cultural and tourism market and the rectification and quality improvement of A-level tourist attractions. Hundreds of scenic spots have been cancelled.
In May 2021, Shanxi Province issued the "Implementation Opinions on Strengthening the Protection and Utilization of Grotto Temples" to regulate the tourism development activities of Grotto Temples and avoid excessive commercialization and entertainment of the scenic spots of Grotto Temples.
In July 2022, the Ulan Chaka Salt Lake Scenic Spot Protection and Utilization Management Committee issued an announcement stating that according to the appeals of tourists and the blocking problems in the scenic spot, from July 12, 2022, the tourism and environmental protection sightseeing of the Chaka Tourist Distribution Center will be cancelled. At the same time, let the tourist buses with more than 17 seats entering the Chaka Salt Lake directly drive into the parking lot of the scenic spot.
Experts interviewed believe that scenic spots are the core of tourism development, and that more tourists are willing to travel and consume if the scenic spots serve well.
Major rectification of scenic spots will help promote the development of tourism.
However, for a long time, for the excessive commercialization of scenic spots, the rectification is mainly to ban commercial areas and advertisements, and does not touch the core of the problem.
The root cause of the excessive commercialization of some local scenic spots lies in the confusion of the tourism development system and mechanism.
Therefore, it is urgent to rationalize the tourism development system and mechanism to stimulate the motivation and vitality of high-quality tourism development.
"There are relatively few existing cultural resource protection systems in my country, the management system is not yet perfect, and the punishment for excessive commercialization of scenic spots is weak. These comprehensive factors have led to disordered management of scenic spots in some places." Li Jing said.
Li Jing suggested to improve relevant laws and regulations, establish a tourism supervision mechanism of the central, local government and tourists, improve the overall quality and service level of the scenic spot, and promote the sustainable development of the scenic spot.
Zhang Jing believes that scenic area managers must have the concept of tourism cultural innovation, and develop personalized cultural tourism projects through cooperation with cultural innovation teams from the perspective of tourists' needs.
"For example, the 'Frog Village' in Dongshan Town, Wuzhong District, Suzhou, because the local area is rich in 61 species of frogs, the village designed a frog IP based on this cultural feature, turning the entire village into a frog-themed fairy tale town, bringing tourists unique The novel experience also greatly improves the economic benefits. The core of tourism is culture. When developing tourism products, scenic spots should not blindly copy the practices of other tourist attractions, but should pay attention to excavating their own cultural characteristics and focus on the innovative integration of cultural characteristic industries and tourism. Only through development can we create our own unique comparative advantage." Zhang Jing said.
In Qi Xiaobo's view, when arranging commercial elements in scenic spots, they should adhere to the concept of people-oriented, not only to meet the needs of tourists for commercial services, but also to fully consider the comfort and safety of tourists' travel experience, and to reflect humanistic care from fine points and characteristics. and commercial value, not the shoddy, ubiquitous commercial containment.
“Relevant government departments should also strictly control the thresholds for investment promotion, franchising, etc., through planning review, scale control, service quality supervision, time management, space control and other measures, to provide tourists with an authentic, pure, comfortable and moderate leisure space for sightseeing. "Qi Xiaobo said.