Lu Wei Wen Travel Guide: The assessment of A-level scenic spots is currently the only criterion for grading scenic spots in my country. However, with the changes of the times and the needs of tourism consumers, the grading standards have also shown certain limitations. For example, too much attention is paid to the comprehensive management level, service facility allocation, environment and resource protection of the scenic spot, but not enough attention is paid to the evaluation of important factors that determine the success or failure of the scenic spot. The market is changing rapidly. If you are not sensitive enough to the market and cannot respond quickly to the market in a timely manner, you will easily face elimination. Therefore, Green Wei Cultural Tourism believes that under the guidance of marketization, respecting the actual situation of the scenic spot, meeting the diversified needs of consumers, and improving the scenic spot beyond the 5A may be more important than the rating of the scenic spot.

Through more than 10 years of experience summary, Green Wei Cultural Tourism has consulted and checked the pulse of many A-level scenic spots (including the successfully created 5A scenic spots), and has drawn up innovative ideas for improving the marketization of scenic spots-seven "essentials".

1. In-depth research and exploration of resource "requirements" from a development perspective

From the perspective of investment, we distinguish the value of resources into ontology value and development value. Ontology value is the inherent value basis of resources; development value is an evaluation of resource value from the perspective of development income. This evaluation is of great significance to developer investment. Therefore, the resource evaluation proposed by Green Wei Cultural Tourism is a process of subjective evaluation and in-depth mining, a process of in-depth research and judgment and creative mining, which is quite different from ontology evaluation. It is mainly reflected in the following aspects:

2. Market research "needs" are in line with market logic

The most important thing in the improved design of tourist attractions is the grasp of the market. To grasp the market well, we need to conduct in-depth research and planning from five aspects:

3. Determine the theme and find the soul

A very important aspect of scenic spot improvement is to measure whether existing themes are suitable for the scenic spot. If there is a clear, unique and fascinating theme, and tourism projects are integrated and built according to the theme, the tourist appeal of the scenic spot will be greatly enhanced. Therefore, to improve scenic spots, we must first find the soul and find a theme suitable for the sustainable development of the scenic spot.

4. The "requirements" for recreational style design are very creative

From the perspective of scenic spot development, recreational mode design is to design and arrange the main elements involved in tourists 'travel, so that tourists can maximize their travel process and make the best use of scenic spot resources, so that tourism developers and investors can get the most benefits. On the basis of the basic six elements of "food, accommodation, transportation, travel, shopping and entertainment" tourism, the six elements of new tourism development are proposed-"business, support, learning, leisure, emotion and wonder". Recreational activities during the tourism process include twelve aspects.

1. Analysis of recreational structural elements

(1) Eat with unique characteristics

In the design of eating methods, the design should be based on characteristics, refinement and branding.

(2) Living in a decent manner

In accommodation design, it is necessary to form reasonable grade structure and layout system innovations on a determined scale, further explore the accommodation cultural system, enhance traditional accommodation functions, and achieve the integration of accommodation and entertainment to a certain extent, so that tourists can also enjoy the unique charm of local culture through accommodation, making the unique accommodation system an attraction for tourist destinations. Such as: local theme hotels, local characteristic building hotels, family residential hotels, etc.

(3) Differences in performance

Since the transportation systems of tourist source areas and tourist destinations have non-tourist attributes and are difficult to change according to tourism requirements, in the design of tourist transportation, we mainly consider the transportation between tourist destinations and tourist attractions, especially tourist attractions. Travel channels.

2. Design of viewing methods-tour

The design of "tour" in recreational methods mainly has three aspects: tour content, tour route and tour time. In layman's terms, it is a question of what to look at, how to look at, and how long to look at. Therefore, our design should allow tourists to view the best possible attractions, experience the widest possible tour methods, and have as much viewing time as possible.

3. Amusement design-entertainment, sports, amusement, entertainment, participatory activities

In the design process of recreational methods, we should fully explore local characteristic culture and unique recreational methods, and embody rich cultural connotations in novel entertainment methods, so that tourists can enjoy unique recreational methods. According to different classification standards, amusement methods mainly include:

According to tourist participation in tourist destinations

According to the spatial scale of tourist amusement activities

4. Commodity transaction design-shopping

The design of tourism products must pay attention to cultural connotations, highlight local characteristics, and have unique creativity and good quality. Adhere to high standards, high-taste, high-quality, and multi-level classified design in planning and design, and carry out targeted design according to the cultural, psychological and consumption needs of all types of tourists. In this way, tourism products can achieve rich economic benefits and good social returns.

5. Tour design

The systematic design of all itineraries, including route selection, transportation, attractions and stay time, amusement arrangements, entertainment arrangements, shopping arrangements, accommodation, night entertainment, catering, etc.

5. Diversification of income model design

Systematically analyzing various income models in the operation of the tourism industry, combining recreational methods with income methods, and developing income improvement and added value of tourism products has universal guiding significance for the operation and development of scenic spots.

For scenic spots, what is important is the total tourism revenue and income structure. Maximizing total revenue and optimizing revenue structure are the basis for successful operation of tourism projects. Among them, the main sources of income include: ticket income, viewing process income, participatory amusement, night entertainment, daily shopping, amusement shopping, special catering, special accommodation, sports consumption, recuperation consumption, etc.

6. Unique requirements for business model design

Comprehensive and comprehensive research on tourism project development should systematically solve the problems of locking resources, positioning themes and markets, designing and forming products, formulating marketing strategies, and clearly building a profit model. The business model adopted by a scenic spot or a tourism company generally combines several models. The direction of expanding business models can be considered from three dimensions: industrial value chain, development operation chain, and industrial linkage chain.

Industrial value chain: including four main links: resources, products, channels and customers;

Development operation chain: including eight main links: resource evaluation, recreation model design, income model design, profit model design, investment model design, financing model design, marketing model design, and management model design;

Industrial linkage chain: Basically includes six elements of tourism and seven links of industries related to the environment.

7. Operation model design "needs" to become popular

Currently, there are two main directions for the diversion of scenic spots: one is to create Internet celebrity products, and the other is to use tourism celebrities or Internet celebrities to use new media marketing to divert scenic spots. But in the process, many scenic spots are also facing two major pain points: drainage and profit.

In terms of drainage: Generally, Internet celebrity products are not related to each other, and the products have no driving effect on the brand; the brand has no characteristics.

Profitability: Internet celebrity products have a short life cycle; marketing and secondary consumers are not linked.

Green Wei Cultural Tourism and Ran Travel Media jointly launched the scenic spot celebrity empowerment model-Ran Travel Station Model. Relying on the Development and Operation Special Committee of the China Tourism Scenic Area Association, it integrates multiple online celebrity products, Internet celebrity formats, Internet celebrity talents, new media communication and other resources, forming an operating model that quickly increases the flow of products.

Through the integrated implementation model of "planning-design-construction-marketing-operation", the products, brands, marketing methods of the scenic spot and the integrated structure of the scenic spot's operation and operation are integrated with the Internet celebrity approach.

This model can not only achieve product Internet celebrity, but also achieve rapid marketing promotion, and can effectively realize return on investment through tickets, second cancellations, etc.

Service innovation in Lvwei Cultural Tourism Scenic Area

Since its establishment in 2005, Green Wei Cultural Tourism has put forward the concept of "Creative Classics·Implementation Operation". After more than ten years of innovative development, it has cultivated and integrated professional teams in the fields of planning, planning, design, development, operation, investment and financing. It has accumulated rich experience in basic research, scenic spot development and improvement, scenic spot planning and node design, scenic spot creation and upgrading, scenic spot creation and upgrading, and experiential design of scenic spots exhibition halls, etc., and has provided planning, design, improvement, Construction and operation consulting and other services involve mountains, lakes, coasts, former residences of celebrities, theme parks and other types. Explore "integration of planning and operation" from top-level design to implementation operation, and create a full-service incubation service platform for the entire industry of scenic spot development.

Under the new development stage, Lvwei Cultural Tourism, as the director unit of the Scenic Area Development and Operation Professional Committee of the China Tourism Attractions Association, is constantly innovating and exploring, and is committed to providing innovative solutions for the comprehensive development and operation of scenic spots and regions and the implementation of projects. In 2020, Green Wei Cultural Tourism launched a travel video. Based on the original planning, planning and design services, it innovated the comprehensive service of "scenic spot check-in + smart tourism", which can provide scenic spots with travel check-in services, in-line smart service platforms, and new media marketing. A complete set of check-in services and marketing solutions such as operations.