"Cannot over-commercialize" cultural and cultural integration should do so (see · World Heritage)
On May 11, 2020, Comrade Xi Jinping emphasized during his inspection of the Yungang Grottoes in Shanxi that historical and cultural heritage is a precious resource that is not renewable and irreplaceable, and protection must always be given top priority. The development of tourism must be based on the premise of protection, and must not be over-commercialized, making tourism a process in which people perceive Chinese culture and enhance cultural self-confidence.
It cannot be over-commercialized, which is not only the starting point of cultural relic activation, but also a technical problem that needs to be refined for the integration of cultural tourism.
Prior to this, on March 31, Comrade Xi Jinping also pointed out during his inspection of the Xixi Wetland in Hangzhou: The original ecology is the capital of tourism, and the development of tourism cannot sacrifice the ecological environment and cannot be over-commercialized.
From the perspective of heritage resources, the protection subject involved in “cannot be over-commercialized” is very broad, including various types of heritage sites: both cultural relics and cultural heritage, historical and cultural cities and famous villages, as well as natural heritage sites , Nature reserves and national parks; "Let tourism be a process for people to understand Chinese culture and enhance cultural self-confidence", which means that protection and activation cannot simply provide products and cater to the audience, but should cover the principles, standards, Paths, methods and overall product processes; we answer how to "cannot be over-commercialized", but also need to stand at the height of advancing the modernization of national governance systems and capabilities, and sort out under the macro background that fully responds to the conscious demands of the entire society and culture.
A very clear fact is: cultural relics and heritage resources cannot be simply regarded as ordinary cultural resources; the activation and utilization of cultural relics and heritage resources is also difficult to use in the general sense of cultural resources. This test question that needs to be refined is not only for the cultural relics and tourism industries, but also the Ministry of Natural Resources, Housing and Urban-Rural Development related to World Heritage, and the Ministry of Agriculture, Rural Affairs and Ministry of Industry and Information should actively respond. At the same time, this is also a topic of common concern for each of us who obtains spiritual power and pleasant experience from these precious historical monuments.
"Can't be over-commercialized", how to integrate cultural and tourism?
First, it is time to subdivide the "fusion of cultural relics and tourism" and form a communication system in the integration of cultural tourism.
Activation is not commercialization, but refinement. Does the integration of culture and tourism simply divide "text" and "travel" into two parties: buying and selling? Can every cultural resource be treated in the same way? The answer is of course "No". Taking "cultural relics" as a general term, when many resources of cultural relics, culture and natural heritage, and historical and cultural cities enter the integration of cultural tourism, there is an "invisible threshold" that has not been highlighted in the past few years. At least half of the resources have completed value extraction, and it has become a "golden business card" that has attracted much attention. The standard of value forms the “threshold” for application. The Outstanding Universal Value (OUV) granted by the World Heritage, the historical, scientific, artistic and social and cultural value judgment standards used in the protection of cultural relics, as well as the heritage evaluation methods of industrial heritage, agricultural heritage and irrigation projects, logically constitute Value System. To subdivide the "integration of cultural relics and tourism" and form a communication system, it is necessary to face this "threshold" seriously, instead of bypassing or avoiding it intentionally or unintentionally during activation.
At this time, the "brigade" in the integration of cultural and tourism is actually needed, which has more connotation of "cultural" and even becomes part of the "cultural" first; instead of staying in the past, repeatedly providing "sales" of cultural relics and heritage resources "Surface function.
"Invisible" means more of the "inner power" of the participants of cultural tourism integration, that is, to have the level of interpretation of cultural relics and heritage value and the ability to spread. This is a late-learning and gradually mature knowledge through practice, and it is also the core skill to answer "cannot be over-commercialized".
At present, there are still too few such compound talents.
Second, we should not only calculate the number of heads to evaluate the effect, but also maintain the corresponding proportion of public cultural products and profitable cultural products.
Cultural relics and heritage resources are essentially a public resource. The corresponding "product" first has obvious public cultural characteristics. In the process of cultural and cultural integration, the activation of cultural relics and heritage is actually an area that requires careful advancement. The difficulty lies in the fact that there is currently no set of unique performance evaluation standards that maximize the interpretation of true and complete value-only the traditional template for calculating the number of heads and the amount of business can be used. This paradox formed by public value and business needs often makes the phenomenon of "more open and more destructive" recurring.
The treatment of historical and cultural heritage "cannot be over-commercialized" also means that in the integration of culture and tourism, the only way to judge the effect by calculating the GDP and the number of tourists is ending.
When we compare the practices and experiences around the world from a global perspective, we first need to be aware of the social process of our country at this moment. "The integration of cultural relics and tourism" is the value interpretation process and consumption environment formed under the joint action of resources, management and audience. Either party can generate impetus or reverse containment on cultural relics and heritage resources. To put it more bluntly: There is still a long way to go to achieve that the entire society can understand and respect the value of cultural relics and heritage, form an ideal atmosphere and a virtuous circle for the integration of cultural and tourism, so true and complete value protection, It is still an important goal of "integration of cultural relics and tourism".
The foreseeable change is that: "Integrating cultural relics and tourism" will add the value of heritage to the tourism market target to form a new weighted index. Among them, there will be consciously maintaining the ratio between public cultural products and beneficial cultural products.
"The integration of cultural relics and tourism" involves three systems: cultural relics and cultural heritage, natural heritage and national parks, historical and cultural cities and famous towns and famous streets, which not only covers most of the fine resources and golden destinations of the tourist market; but also protects them through large sites , Linear heritage protection, heritage parks and cultural parks, etc., provide a basis for value and scope for the in-depth experience and research travel in the integration of cultural tourism.
Starting with the application of the Grand Canal, the cross-regional and multi-domain grand site system shows the mature skills of cultural heritage workers. Value extraction has become familiar and more appropriate and accurate, and the types of heritage and value provided are more abundant. The cultural landscape of the ancient tea garden of Jingmai Mountain, which has entered the countdown of the application, has recently entered the public eye not only because of the tea culture we are familiar with, but also because of the diversity of resources it shows. In addition to embodying the value of cultural heritage, it is also a demonstration area of Chinese folk cultural heritage tourism, a pilot project for the protection of important agricultural cultural heritage in the world, national forest parks and national key cultural relics protection units; it has both indigenous communities and deep protection of cultural heritage experts Ground. It can be said that all the current hotspots and difficulties are brought together. This means that, with Jingmaishan Shenyi as the representative, the formation and deep cultivation of tourism cultural brands have entered a new stage. On the basis of sufficient supply of cultural relics and heritage resources, I wish the integration of cultural tourism can produce a perfect answer.
(The author is a senior editor of the newspaper)
Qi Xin