Green Wei Lead: Recently, the official website of the Ministry of Culture and Tourism released the "Announcement of the Ministry of Culture and Tourism on the Proposed Determination of 12 Tourist Attractions as National 5A-Level Tourist Attractions." Twelve tourist attractions have met the requirements of the national 5A-level tourist attraction standard and are planned to be designated as national 5A-level tourist attractions.

Over the years, Green Uyghur Cultural Tourism has provided planning, design, improvement, construction and operation consulting services to hundreds of scenic spots. The types of scenic spots it has served include mountains, lakes, seashore, celebrity residences, theme parks and other types. This article is excerpted from the electronic journal "Scenic Spot Improvement and A-Level Scenic Spot Creation" of Green Uygur Cultural Tourism. The main content includes: the significance of creating A-level scenic spots and the interpretation of A-level scenic spots standards.

The list of national 5A-level tourist attractions to be determined is as follows:

1. Yellow River Hukou Waterfall Tourist Area (Yan 'an City, Shaanxi Province, Linfen City, Shanxi Province)

2. Taizhou Fucheng Cultural Tourism Area, Taizhou City, Zhejiang Province

3. Sanbaishan Scenic Area, Ganzhou City, Jiangxi Province

4. Weishan Lake Tourist Area, Jining City, Shandong Province

5. Jigong Mountain Scenic Area, Xinyang City, Henan Province

6. Three Gorges Waterfall Scenic Area, Yichang City, Hubei Province

7. Huangyao Ancient Town Scenic Area, Hezhou City, Guangxi Zhuang Autonomous Region

8. Baidi City·Qutang Gorge Scenic Area, Fengjie County, Chongqing City

9. Anren Ancient Town Scenic Area, Chengdu City, Sichuan Province

10. Zhijindong Scenic Area, Bijie City, Guizhou Province

11. Guanegou Scenic Area, Longnan City, Gansu Province

12. Jiangbulak Scenic Area, Changji Hui Autonomous Prefecture, Xinjiang Uygur Autonomous Region

The A-level assessment of tourist attractions is the most authoritative standard for measuring the software and hardware development level of each scenic spot in China today. It is a brand symbol of the comprehensive strength of tourist attractions and an overall improvement of the tourist environment and development quality of the scenic spots. my country divides the quality level of tourist attractions into five levels, from high to low, they are AAAAA, AAAA, AAA, AA, and A-level tourist attractions. The division of the five levels is not only reflected in the level differences, but also reflects the comprehensive competitiveness of a scenic spot.

The purpose of the country's A-level creation work, especially the 5A creation work, is to urge local governments to increase investment in core scenic spots to improve hardware facilities and strengthen management to improve the soft level. Select a number of scenic spots with excellent quality, meet the needs of domestic and foreign tourists, and are internationally competitive among the existing 4A-level tourist attractions across the country, and make them a truly benchmark tourism boutique "unique" scenic spot.

The significance of creating A-level scenic spots

Under the current situation, creating A tourist attractions is a necessary way to further accelerate the improvement of tourism image and enhance the competitiveness of tourism products. This work is a good thing that benefits the country and the people for the development of scenic spots, governments and regions. It should be regarded as the top priority of regional tourism development.

1. It is a milestone in the scenic area

The scenic spot itself is the leader in the practice of creating A work and is also the core interest subject. Scenic Area Creation A is a systematic project. It needs to follow the detailed requirements of the national "Classification and Assessment of Quality Grades of Tourist Attractions", and inspect tourism transportation, tourism safety, health, postal and telecommunications services, tourism shopping, comprehensive management, resources and environment protection item by item, and provide improvement solutions one by one. It can be said that the creation of A-level is a historic baptism for the development of the scenic spot and is a milestone for the scenic spot.

Scenic Area Creation A is an unprecedented reform of upgrading scenic spots, which can standardize and improve the comprehensive quality of scenic spots; Scenic Area Creation A is the intrinsic driving force to explore the core connotation of scenic spots and can effectively improve the attractiveness and competitiveness of scenic spots; Scenic Area Creation A is an effective way to expand the radiation radius of scenic spots, which can greatly increase the market influence of scenic spots; Scenic Area Creation A is an external driving force for planning scenic spots service management and can improve tourist satisfaction; Creating A scenic spot is an important opportunity to attract attention from all levels of society to the scenic spot, which can enhance the popularity and reputation of the scenic spot.

2. Yu government is a booster for creating a tourism investment environment

The work of creating A is inseparable from the attention and support of the government. The spillover benefits brought by the success of creating A can directly feed back the government's needs. This spillover benefits are reflected in political benefits, people's livelihood benefits, tax benefits, investment benefits, etc. For the government, creating A in scenic spots is a cause that "works today and is established in the autumn" and deserves the government's great efforts to support and support.

Creating A in scenic spots, especially for creating 4A or 5A scenic spots, is the core work of the project to display local context and create the image of the government. Creating A in scenic spots forms a regional tourism development environment driven by A-level scenic spots and is an important way to leverage tourism multiplier effects, stimulate employment, and improve people's livelihood; creating A in scenic spots is an effective means to increase tourism revenue and increase the tourism industry's contribution to government tax revenue; Creating A scenic spots can induce the government to implement policy preferences for the tourism industry and is a booster for the government to attract investment from tourism companies.

3. Regions are the starting point for achieving comprehensive development

If a region has more than one national 5A-level tourist attraction, it will surely enhance the popularity of surrounding areas, attract more guests to come for sightseeing, attract more merchants to invest and start businesses, and attract more leaders. Pay attention to and support the development of the region will help form a gathering of people, logistics, capital and information flows, and bring more policy opportunities and business opportunities to economic and social development. Therefore, the impact of A-creation work is not limited to the tourism industry itself, but its impact on regional development is comprehensive and gradual. This impact is reflected in changing the regional tourism development pattern, improving regional brand awareness, promoting the upgrading of regional industrial institutions, and optimizing regional urban and rural development structure.

Creating A in scenic spots can improve the "grade" of regional tourist attractions and promote the development of regional tourism; creating A in scenic spots can promote the strategic reorganization of regional tourism resources and achieve optimal combination of different scenic spots; creating A in scenic spots can radiate and drive the improvement of the region's external visibility through core tourist attractions; creating A in scenic spots can drive the development of other industries through the development of the tourism industry, which can promote the transformation and upgrading of the regional industrial structure; Scenic spots create A, guiding the development of surrounding towns through tourism, and realizing the exploration of a new urban development structure guided by tourism.

Interpretation of "Classification and Evaluation of Quality Levels of Tourist Attractions"

In the 1980s and 1990s, my country's scenic spots developed rapidly and their number continued to increase. However, a series of problems also emerged. As a result, the National Tourism Administration (formerly) began to organize and formulate the "Classification and Assessment of Quality Levels of Tourist Areas (Points)" standard, which was officially implemented on October 1, 1999. In order to strengthen the development and construction of a large number of tourist attractions managed by different industries and departments, improve the service quality and environmental quality of tourist attractions, safeguard the legitimate rights and interests of tourist attractions and tourists, and promote the protection and utilization of tourism resources, in 2003, The National Tourism Administration based on previous relevant standards, The "Classification and Evaluation of Quality Grades of Tourist Attractions"(GB/T 17775-2003) was revised and promulgated as the main reference standard and specification for the management of tourist attractions. This standard was subsequently revised and released on October 28, 2004. It was officially implemented on January 1, 2005. The implementation of this standard brings the management of tourist attractions into a unified management category, breaks the self-monopoly of the industries and departments to which tourist attractions belong, and is conducive to the development, construction, management, protection and sustainable development of tourist attractions. In 2012, in order to strengthen the assessment and management of the quality levels of tourist attractions, the National Tourism Administration (formerly) issued the "Measures for the Management of Quality Levels of Tourist Attractions". In 2015, the Tourism Administration of Zhejiang Province accepted the task of the National Tourism Administration to revise the "Classification and Assessment of Quality Levels of Tourist Attractions" and formed a draft for comments. At the beginning of 2016, the revision of the standard was completed after many discussions and revisions by various provinces and relevant experts across the country, but the revised version has not been formally adopted. The version currently being implemented is still the 2003 version. With the development of the times, the 2003 version already has a lot of content that is not suitable for the current situation of the times. Continuous revision will be inevitable for development.

(1) Evaluation basis

According to the current "Classification and Evaluation of Quality Grades of Tourist Attractions"(GB/T 17775-2003) standards, comprehensive evaluation is carried out in conjunction with the detailed scores. The quality level of tourist attractions is divided into five levels, from high to low, they are 1A, 2A, 3A, 4A, and 5A tourist attractions (often referred to as 5A, 4A, 3A, 2A, and 1A); at the same time, the quality level of tourist attractions The signs and certificates are uniformly stipulated by the national tourist attraction quality rating agency.

All tourist attractions that have been officially opened in the People's Republic of China for more than one year can apply for quality levels. The quality levels of tourist attractions are divided into 5 levels, from low to high, 1A, 2A, 3A, 4A, and 5A.

1. assessment bodies

Tourist attractions of Grade 3A and below are evaluated by the National Tourist Attraction Quality Rating Committee authorized by each provincial tourist attraction quality rating committee, and the provincial tourist attraction rating committee may re-authorize it to the prefecture-level tourist attraction rating committee with mature conditions. 4A-level tourist attractions are recommended by the Provincial Tourist Attraction Quality Rating Committee, and the National Tourist Attraction Quality Rating Committee organizes the evaluation. 5A-level tourist attractions are generated from 4A-level tourist attractions. Tourist attractions that have been declared as 4A-level for more than three years can apply for 5A-level tourist attractions. 5A-level tourist attractions are recommended by the Provincial Tourist Attraction Quality Rating Committee, and the National Tourist Attraction Quality Rating Committee organizes the evaluation.

2. declaration process

To apply for tourist attractions of Level 3A and below, the local tourist attraction evaluation agency shall submit the evaluation application report, the "Tourist Attraction Quality Rating Assessment Report" and creation materials step by step. The creation materials include the scenic spot creation work report, service quality and environmental quality. Specific compliance instructions and pictures, specific compliance instructions and pictures for the resource value and market value of the scenic spot. Provincial or authorized prefecture-level tourist attraction assessment agencies organize assessments, directly announce the meeting scenic spots, issue certificates and signs, and report them to the National Tourist Attraction Quality Rating Committee for filing.

To apply for a 4A-level tourist attraction, the local tourist attraction evaluation agency will submit the application report, the "Tourist Attraction Quality Rating Assessment Report" and the creation materials step by step, and the provincial tourist attraction evaluation agency will organize the preliminary evaluation. For scenic spots that pass the preliminary evaluation, the provincial tourist attraction evaluation agency shall submit recommendation opinions to the National Tourist Attraction Quality Rating Committee. The National Tourist Attraction Quality Rating Committee conducts inspections through open inspections, unannounced visits, etc., and makes public announcements and issues certificates to the scenic spots that meet the requirements. and signage.

To apply for a 5A-level tourist attraction, the local tourist attraction evaluation agency will submit the application report, the "Tourist Attraction Quality Rating Report" and the creation materials (including electronic version) step by step, and the provincial tourist attraction evaluation agency will organize the preliminary evaluation. For scenic spots that pass the preliminary evaluation, the provincial tourist attraction evaluation agency shall submit recommendation opinions to the National Tourist Attraction Quality Rating Committee.

The assessment of the 5A scenic spot is as follows:

(2) Evaluation rules

These detailed rules are formulated in accordance with the relevant provisions of the "Measures for the Assessment of Quality Levels of Tourist Attractions" and the "Classification and Assessment of Quality Levels of Tourist Attractions" national standards (GB/T17775-2003). These rules are divided into three parts: Rule 1. Detailed Rules for scoring service quality and environmental quality; Rule 2. Detailed Rules for scoring landscape quality; Rule 3. Detailed Rules for scoring tourists 'opinions.

The conditions that each scenic spot needs to meet are as follows:

1. Service quality and environmental quality scoring rules

The scoring elements of service quality and environmental quality are as follows:

2. Landscape quality scoring rules

The landscape quality scoring rules include two major evaluation items: resource element value and landscape market value, and nine evaluation factors, with a total score of 100 points. Among them, resource attractiveness is 65 points and market attractiveness is 35 points. Each evaluation factor is divided into four evaluation score levels. Resource attractiveness consists of three evaluation factors: ornamental and recreational value, theme characteristics and charm, and comprehensive consumption function, with scores of 40 points, 15 points, and 15 points respectively; market influence consists of three evaluation factors: popularity, reputation and radiation. The scores are 10 points, 10 points, and 10 points respectively, and each evaluation factor is divided into 4 evaluation score levels.

The value of viewing and recreation is mainly based on the certifications or certificates provided by authoritative organizations or experts at all levels at home and abroad, and the relative ranking among various scenic spots at the same level. The brand value, rare and unique value, scale abundance value, integrity value, etc. of the scenic spot resources are classified and evaluated.

The charm of the theme features is mainly evaluated according to the theme slogans and logos, the degree of integration of the theme features in each tourism consumption service link, etc., and the relative ranking or characteristics among similar scenic spots at the same level are emphasized.

The comprehensive consumption function is mainly evaluated based on indicators such as the number of tourism service function types owned by the scenic spot and the relying towns, the proportion of scenic spot tickets in the comprehensive income of the scenic spot, and the per capita spending level of tourists.

The evaluation factors for the value of resource elements are as follows:

Landscape market value

The landscape market value evaluation elements are as follows:

3. Tourist Satisfaction Details

survey project

Items

very satisfied

Very satisfactory

satisfaction

Satisfactory

general

Fair

not satisfied

Unsatisfactory

external traffic

accessibility

Internal tour routes

Inner itinerary

View facilities

Facilities for sightseeing

the signs

Signs for directions

Scenery introduction board

introduction board

publicity materials

information material

tour guide explanation

visiting guide

service quality

service quality

security

safety & security

sanitation

Environmental hygiene

toilet

Toilet

Post and Telecommunications service

phone & post service

goods shopping

souvenir and shopping

Catering or food

Food & beverage

tourism order

public order

scenery protection

scenery & relic protection

overall impression

overall impression

Name Country (province, city) name

Participation conditions and creation process of 5A scenic spots

(1) Conditions for participating in the competition

1. Has passed the 4A-level tourist attraction assessment and has been 3 years old

According to Article 12 of the "Measures for the Management of Quality Levels of Tourist Attractions"(Lvbanfa [2012] No. 166): 5A-level tourist attractions are generated from 4A-level tourist attractions, and tourist attractions that have been declared as 4A-level for more than three years can apply for 5A-level tourist attractions.

2. The annual number of tourists received reaches more than 600,000

5A-level tourist attractions are required to receive more than 600,000 domestic and overseas tourists annually, including more than 50,000 overseas tourists.

3. The scenic area shall not be less than 3 square kilometers

The area of a 5A-level tourist attraction shall not be less than 3 square kilometers. Among them, internal tourist attractions such as garden within garden and scenery within scenery within the scenic area shall not be evaluated separately.

(2) Material preparation

To create a national 5A-level tourist attraction, the following materials need to be submitted:

1. Application report for creating a national 5A-level tourist attraction;

2. Work plan and situation report on creating national 5A-level tourist attractions;

3. Application evaluation report for quality level of tourist attractions;

4. Resource quality and market impact reporting materials (Detailed Rules 1: compliance instructions);

Under normal circumstances, this information also includes a report on the quality of scenic spots resources (video), a report on the quality of scenic spots resources and market impact, and a corresponding PPT presentation.

5. Facilities and service quality reporting materials (Rule 2: Compliance instructions).

(3) Creation process

The National Tourist Attraction Quality Rating Committee's evaluation procedures for applying for 5A-level tourist attractions are as follows:

1. Data review. The National Tourist Attraction Quality Rating Committee conducts a comprehensive review of the scenic spot application materials in accordance with the scenic spot evaluation standards and detailed rules. The review content includes the name, scope, management organization, rules and regulations and development status of the scenic spot. Scenic spots that pass the review will enter the landscape assessment process. Scenic spots that fail to pass the review can apply for retrial again one year later.

2. Landscape value evaluation. The National Tourist Attraction Quality Rating Committee established a review team composed of experts from relevant aspects to listen to the statements of the declared scenic spots, adopt a differential voting method, and evaluate the resource attraction and market influence of the scenic spots. The evaluation content includes the scenic spots 'viewing and recreational value, history and culture Scientific value, popularity, reputation and market radiation, etc. Scenic spots that pass the landscape evaluation will enter the on-site inspection process. Scenic spots that fail to pass the landscape evaluation will only apply for retrial again after two years.

3. On-site inspection. The National Tourist Attraction Quality Rating Committee organized national-level inspectors to set up an evaluation team to conduct on-site inspections of the service quality and environmental quality of the scenic spot through unannounced visits. The inspection contents include basic service facilities such as transportation in the scenic spot, public service facilities such as safety and sanitation, and tour guides., shopping and other sightseeing service facilities, e-commerce and other online service systems, and provide guidance on the protection of history, culture, and natural environment, and guide tourists to civilized tourism. Scenic spots that meet the standards for on-site inspections will enter the social publicity process. Scenic spots that fail to meet the standards can apply for on-site inspections again after one year.

4. Public announcement. The National Tourist Attraction Quality Rating Committee conducts public announcements on the China Tourism Network for seven working days for declared scenic spots that meet the standards. Tourist attractions that have no major objections or major complaints during the publicity stage will pass publicity. If there are major objections or major complaints, the National Tourist Attraction Quality Rating Committee will verify and investigate and make corresponding decisions.

5. Issue an announcement. For scenic spots that have no major objections or major complaints that have been publicized, the National Tourist Attraction Quality Rating Committee will issue a quality level recognition announcement and issue certificates and signs.