The ancient city of Feng Shui, Langzhong in Sichuan, together with Lijiang in Yunnan, Pingyao in Shanxi, and Shexian in Anhui, has been designated as a "national historical and cultural city" by the State Council, ranking among the four ancient cities. In 2004, it successfully joined the ranks of "China's Excellent Tourism Cities". Langzhong has a long history, a gathering of celebrities, a flourishing science community, numerous monuments, and splendid cultural relics. The geographical environment, city location, and architectural layout of the ancient city integrate mountains, water, and cities, and are in line with the traditional Feng Shui theory. In the ancient city, the culture of the Three Kingdoms, the imperial examination culture, and the religious culture complement each other, and it is praised by experts as "a model of harmonious integration of multiple cultures." In the three years from 2006 to 2008, it received more than 4.6 million domestic and foreign tourists, with total tourism revenue of more than 1 billion. However, before 2006, Langzhong received less than 300,000 tourists per year. Langzhong, an ancient city that has been dormant for thousands of years, has once again been "resurrected" "This is simply a tourism miracle for Sichuan's tourism industry. The successful development of this scenic spot has far-reaching significance for Sichuan and even the Chinese tourism industry. What makes it so successful? The following will briefly decode the scenic spot development, operation and management, core competitiveness creation, route design, business model, and profit model.
Decoding 1: Institutional innovation is the guarantee of success
“The government supervises, the enterprises operate, the government creates the environment, and the enterprises operate the market”, this is the policy of the Langzhong Municipal Government to develop Langzhong tourism. Implement institutional innovation strategies. At the end of 2005, the Langzhong Municipal Government established Sichuan Langzhong Mingcheng Management Investment Co., Ltd., hereinafter referred to as "Mingtou Company", with the mayor as chairman and deputy mayor Guo Zonghai in charge of tourism as general manager. The company will exclusively develop and operate the ancient city. planning and market-oriented operations. To separate the ownership of the ancient city from the development rights and operation and management rights, Mingtou Company established two functional departments, the Operation Department and the Investment Management Department. The Operations Department is responsible for the operation and management of ancient city tourism, formulating marketing plans, planning and executing activities in the ancient city, building sales networks, etc.; the Investment Management Department is responsible for financing and allocation of resources in the ancient city. It was later called the "Langzhong Model" by the industry. This is a breakthrough in state-owned tourism resources and government management, as well as a breakthrough in tourism development methods. The government has become a guide and facilitator, and enterprises have become the leader in the development of the ancient city. This reflects some of the local government's efforts in developing tourism. A useful attempt both conceptually and institutionally. It played a very important role in the development of Sichuan's later tourist attractions.
Decoding 2: Pay attention to market research, and product configuration conforms to the market
"Ming Investment Company" is developing Langzhong Ancient City at a time when my country's tourism is rapidly changing from nature sightseeing to leisure and vacation tourism. At the time of transformation, a large number of domestic scenic spots with natural resources as their main selling points are becoming increasingly difficult to operate. People are no longer satisfied with simple "just looking at the flowers" on the road, but prefer to enjoy physical and mental benefits during the travel process. Relax.
How to develop the ancient city of Langzhong and what kind of image the ancient city will face the market. Through a large number of surveys on many ancient cities and tourists at home and abroad, a detailed analysis of the needs of the main local markets was made (at that time Their market strategy is to build markets in Chengdu and Chongqing first, and then copy the marketing model to other markets after maturity). They found that Chengdu and Chongqing have considerable tourism demand potential and desire, and the tourism consumption of urban residents in the two places is typical of leisure. Therefore, the subsequent project setting, introduction, and combination of ancient city resources were basically set in accordance with the needs of the market.
In terms of program settings, during the day there are Zhang Fei's city tour, Baxiang drum dance, retro horse-drawn carriage, scholar passing examination, Langzhong Nuo opera, river cruise, etc., and at night there are shadow puppet performances, folk song duets, and river singing. Praying with lanterns, street performers, watchmen, etc., sitting in an ancient city with more than 2,300 years of history, you can feel the illusion of transcending time and space, and the rich consumption experience will make you forget to leave.
For the conventional tourism sales line, Mingtou Company selects dozens of the most distinctive attractions in the ancient city to form a package package, which is sold in the form of packages. According to the consumption needs of tourists, it is divided into three types, among which " "Gongyuan Zhangfei Temple Huaguang Tower Folk Custom Hall" is the most popular among tourists. In order to better allow tourists to visit Langzhong and use Langzhong as a destination for tourism, we designed a one-day tour product line of Langzhong Ancient City, Langzhong Ancient City Jinping Mountain Jialing First Jiangshan Second As a day tour product, as a tourist line product, we have designed products such as Langzhong Jianmenguan, Langzhong Yilong, Langzhong Guang'an, etc., integrating all aspects, and promoting and selling Langzhong Ancient City in various ways.
Decoding 3: Scientific planning, unique planning and design
“Make decisions before taking action”, especially for the development of scenic spots. In order to better release the resource energy of the ancient city, “Ming Investment Company” "Through the investigation, it was finally determined that Beijing Greenway Creative Tourism Planning Company will make a plan for Langzhong Ancient City. It will follow the principle of "repairing the old as before and protecting the style of the ancient city." Buildings that are inconsistent with the style of the ancient city will be demolished, and the business formats in the ancient city will be planned. Adjustments were made to restore the ancient street style and at the same time restore the original ruined buildings of the ancient city. Zhongtian Tower, Vulcan Tower, Feng Shui Culture Museum, etc. were restored and constructed. Invest funds to comprehensively renovate the stone roads on the streets of the ancient city to recreate the style of the ancient streets in the ancient city.
Introduce projects that have a certain degree of vitality after being tested by the market, and then improve and innovate on the spot after the introduction. In order to revitalize the land resources along the ancient city, real estate companies such as Shanghai Dazhong Real Estate and Zhejiang Donghai Real Estate are introduced through investment promotion. According to Under unified planning and deployment, "Chinese Langtian City", "Chengnan Tianxia" and "Jiayi Plaza" were built along the river, which not only improved the appearance of the ancient city along the river, but also became a new leisure place for tourists.
Decoding 4: Highlight core competitiveness and refine promotion slogans
Langzhong is surrounded by water on three sides, mountains on four sides, and the Jialing River passes around the city, forming a huge "U" shape. The four images of Feng Shui theory, the green dragon, the white tiger, the red bird, and the Xuanwu, are called by experts as a typical model of the traditional Feng Shui theory. The ancient city's checkerboard architectural style is a city that completely complies with the astronomical Feng Shui theory of the Tang Dynasty. It is known as the ancient Feng Shui city and is Determined as a Chinese Feng Shui tourist destination, with 2,300 years of historical accumulation and multiple cultures complementing each other, the well-preserved ancient city area of ??1.78 square kilometers is the only ancient city that still has residents among the four major ancient cities in China. It is hailed by experts as a "living" ancient city. "Ancient City", (Other ancient cities are mostly commercial and there are basically no local residents living there).
There are many streets and roads connecting Langzhong New City to the ancient city. It is an ancient city without walls. Due to the protection of the local government, the ancient city has the imprint of historical precipitation and is full of modern flavor at the same time. Combined with the characteristics of Langzhong Ancient City, the marketing slogan of Langzhong Ancient City was extracted as "Heaven, Earth, People, Ancient Rhythm, Mountains, Waters, City, Customs Langzhong"; it cleverly borrowed the famous saying of Du Fu, the great poet of the Tang Dynasty, "The grand events in Langzhong can break the heart, and the south of Langzhong City" As a refined image slogan, Langzhong is rare, and together with other scenic spots in Sichuan, it constitutes "Emei is beautiful in the world, Qingcheng is quiet in the world; Jianmen is dangerous in the world, and Langzhong is rare in the world", highlighting the core competitive advantages of Langzhong ancient city in terms of resources. It is a rare place for people to visit ancient times and travel leisurely.