"Four Flavors of Heavenly Heart" jointly promotes the integrated development of cultural tourism consumption

Text/Wang Hui

At present, the integrated development of "culture, tourism and consumption" in Tianxin District of Changsha City is in a promising period of strategic opportunities, it is advisable to seize the window period for the development of cultural tourism industry, take root in cultural genes, expand tourism venues, comply with consumption trends, pay attention to audience experience, continue to stimulate new momentum of cultural tourism consumption, and create a "four-flavor tianxin" that integrates and symbiosis of "culture, tourism and consumption".

The first is to excavate the "old taste": to create the heart of inheritance.

Make "big scenes" with "big exhibitions". Taking the 100th anniversary of the establishment of Tianxinge Park as an opportunity, plan and hold a themed interactive experience exhibition, sort out the historical and celebrity allusion resources such as the cabinet building, earthen wall, anti-Japanese resistance, and red revolution of Tianxinge Park, and design and create a themed exhibition area: immersive interactive exhibition area, allowing visitors to realize the interaction between artificial intelligence and ancient sages; The historical physical exhibition area depicts the Tianxin Pavilion through literature, fine arts, photography and other works, extracts the beauty of Tianxin Pavilion in different periods, and spreads out the evolution of one pavilion and one city in front of each visitor; The cultural and creative exhibition area, including Tianxin Pavilion IP cultural and creative products, cultural and creative posters, etc., meets the needs of tourists for photo taking and social consumption.

"Strong IP" to do "strong cultural creativity". Fully excavate the red culture of "not forgetting the original intention" of the former site of the First Normal of Hunan Province, and the red spirit of "full of courage and first victory" in Monkey Stone Square; Continue to promote the development of Chengnan Academy, a red culture and education base with the reputation of "Lize Millennium", link up with Xiwenping Temple, a prosperous cultural and educational base less than two kilometers away in the north, design a number of cultural and creative products covering history and culture, red deeds, celebrity allusions and other cultural and creative products, and use this as a link to gather cultural and creative design resources, and "write" local distinctive history and culture into cultural and creative products.

Do "good spread" with "good stories". The stories of great historical figures such as Qu Yuan of the Warring States, Jia Yi of the Western Han Dynasty, Du Fu of the Tang Dynasty, Mao Zedong and Huang Xing of the modern era are compiled into a mysterious search mode, allowing historical figures to become docents to take us through history and enhance tourists' experience of "urban immersion and secret study"; By creating short videos and songs with freshness and interest, leading domestic and foreign tourists to understand the cultural charm and tourism methods of Tianxin from stinky tofu, crayfish, etc., forming a "explosive" communication effect, allowing people to quickly remember the cultural symbols of Tianxin, thereby stimulating economic consumption.

The second is to create a "new taste": to create a youthful heart.

Curate impactful outdoor art fairs. For example, make full use of the advantageous resources of Hunan cultural and entertainment, invite well-known singers, bands, etc. to hold outdoor art meetings in Tianxin Park, covering modern dance, rock, cross-border performances and other diverse programs, so that citizens can experience the wonderfulness of outdoor art in the "urban living room" every week, and jointly launch the "Micro Drink Market" plan with bars to attract tourists to experience the small beauty of busy life, enjoy the comfort and happiness brought by the evening breeze and light wine, and develop the consumption points of local citizens.

Connecting commercial streets and tourist attractions. Plan new consumption scenarios of "suitable for youth", design and produce food check-in maps in Tianxin District, and promote the "food" power out of the circle; Plan the consumption routes from commercial blocks from north to south and from east to west to tourist attractions, create golden tourist routes in the southern suburbs park, Olympic Sports Square and Monkey Stone Square, set up Internet celebrity check-in points along the river, and link up programs such as "Changsha Nightlife" and "Liberation of Western Dreamers" to create "night tour", "night run", "night view" and other activities to extend the integrated consumption chain of commercial tourism.

In-depth development of nighttime consumption value. The night economy is the main battlefield of young people's consumption, and it is also the "golden key" to stimulate consumption and boost the economy. Extend the night economy consumption time of Wuyi business districts such as Jiefang West Road, Taiping Old Street, Pozi Street, and Dongguashan Mountain, break through the restrictions of time and season, actively create special night consumption experience activity brands such as "night snack", "night stay" and "night shopping", guide the civilian development of leisure places such as music bars, performing arts venues, and movie theaters, uphold an inclusive and prudent attitude towards night cultural and entertainment formats, and use night to develop business and live at night.

The third is to cultivate "tide taste": to create the heart of science and technology.

Give full play to the potential of "ABCD" emerging digital technology and use science and technology to make cultural tourism come alive. Combined with the most advanced digital art and other technological methods, such as learning from the successful elements of Chang'an's 12 o'clock theme block, using the Tianxin Pavilion Stargazing Observatory, holding the "Picking the Stars" activity in the Mid-Autumn Festival, creating a Hanfeng market, designing pitching pots, shooting the moon and other activities, and using scientific and technological light shows to let tourists realize their dream travel. The use of digital projection and scientific and technological interactive technology empowers venues such as Jianmu Museum and Geological Museum to upgrade visitors' immersive experience, and link the communication between the venue and tourists' spiritual emotions. With the help of multimedia sound and optoelectronics, holography and other technologies to help children-friendly parks carry out secondary creation, relying on 5G high-tech video multi-scene design of age-appropriate children's content visualization, communication interactivity, experience immersion scene application platform, to provide children with dazzling immersive experience venues. In addition, relying on digital technology to empower the promotion of the cultural tourism industry. Through the Internet and social media platforms such as Douyin and Xiaohongshu, the tourist attractions in Tianxin District will be promoted, focusing on themes such as cultural tourism brand enterprises, Internet celebrity check-in places, and new consumption activities, focusing on hot topics to plan special reports, and continue to launch a series of publicity topics such as "Playing with Tianxin Vlog"; The launch of the "0731" new entertainment image art exhibition and the short film "Liberation of Western Dream Makers" has continuously strengthened the spiritual core of "Internet celebrity Tianxin", not only to seize the consumption of young tourists, but also to attract the attention of the general public.

The fourth is to create a "warm taste": to create the heart of service.

Develop a strategic plan. Find out the base of cultural and tourism resources in Tianxin District, clarify the strategic positioning of cultural tourism and consumption integration, and issue the "Guiding Opinions on the Integrated Development of "Culture, Tourism and Consumption" in Tianxin District as soon as possible from the top-level design; Under the strategic deployment of "North Younan Rong", the planning and design of the May Day business district will lead the radiation of the southern tourist attractions, lay out the cultural tourism industry chain around leading cultural tourism enterprises and advantageous industries, lay out the characteristic cultural tourism industry directory, and form a differentiated development pattern.

Host a forum. Hold forums on the protection and development of cultural heritage, from the themes of strengthening the systematic protection of urban and rural historical and cultural heritage and the living inheritance of intangible cultural heritage, building and making good use of national cultural parks, deepening the excavation of the value of cultural heritage, and improving the level of cultural heritage protection and management.

Form an alliance. Fully condense the ecological resources of enterprises in the business district, rely on the two grasps of the government and the platform, integrate state-owned assets, Changsha New Consumption Research Institute, Xiaoyi Technology and other resources, build a new consumer enterprise alliance, improve the quality of the food, housing and tourism industries, so as to improve the commodities, tourist products, character and urban products. Unite cultural tourism enterprises, establish cultural tourism enterprise alliances, and realize benign huddles of enterprises.

(The author is a member of the Standing Committee of Changsha Tianxin District Committee and Minister of Publicity)

Source: Xinhua News Agency "Executive Information • Hunan"