Cultural stage and cultural singing - Zhenyuan County empowers the new practice of cultural and tourism integration

With the fragrance of spring flowers blooming in the land of Longyuan, with the popularity of Gansu cultural tourism across the country and the hot wind at home and abroad, with the approaching footsteps of the "May Day" Golden Week, Zhenyuan's various cultural creativity, literary and artistic displays, and cultural and sports competitions are wonderful.

Establish a county with culture, break the bottleneck and promote advantages

Zhenyuan is a traditional agricultural county, and it is the last batch of deeply impoverished counties in Gansu Province to be lifted out of poverty, due to the constraints of "bottlenecks" in terms of nature, location and basic conditions, the economic development potential is limited and the process is slow. However, Zhenyuan is a place where history and humanity gather in the "hometown of Wang Fu", "the hometown of Chinese folk culture and art", "the hometown of Chinese calligraphy" and "the first post on the Silk Road in Guanlong", which is known as the "cultural county" in Longshang. The source cultures such as the lower culture of Changshan, the farming culture of Zhou Zu, and the Silk Road culture of the Qin and Han dynasties are unique, and the loess culture and culture such as cave dwellings, local cuisine, and folk customs and etiquette are distinctive. In particular, the sage culture, grotto culture, folk culture, calligraphy and painting culture, food culture and red culture and other cultural heritage are very thick. It can be seen that the meaning of taking literature as the soul and "establishing a county by culture" to Zhenyuan is self-evident.

In recent years, the traditional idea of "cultural stage, economic singing" has been changed, and "economic stage, cultural singing" and "cultural singing" have become the consensus of the whole county. This consensus not only stays within the scope of cultural ontology to look at cultural development, but also clearly proposes to shape the shape of culture, empower the economy and society with culture, and expand the role of culture to the field of economic and social construction.

This can be seen from the overall layout of cultural and tourism work: give full play to the driving effect of the cultural and tourism industry of "educating culture with culture, cultivating culture with culture" and "prospering with one industry and prospering with all industries", vigorously implement the "cultural tourism enrichment project", promote the creative transformation and innovative development of excellent traditional culture, and build the cultural and tourism industry into the most beautiful basic industry in the county. Promote the construction of "model" and "highland" of Wang Fu culture, and do a good job in activities such as calligraphy and painting art festivals, sachet festivals, folk culture and art festivals, village BA and village evenings; based on the market, expand traffic, enhance brands, develop high-quality cultural and tourism products, strengthen cultural tourism to empower the economy, and let the traditional culture rooted in the land of Zhenyuan "pass on" and "become popular" in modern life, and build the cultural tourism industry into an investment focus, consumption hotspot and economic bright spot. It can be seen that the establishment of a new development concept of "cultural county" is conducive to making up for the shortcomings of relatively insufficient natural resources and relatively weak economic foundation, and is actually an inevitable choice for the development orientation and business pattern of Zhenyuan. The use of cultural and tourism economy, through the combination of cultural resources and cultural tourism industry, the effective integration of various elements, to achieve the "nuclear transformation" of the county economy, is an effective way to enhance the overall competitiveness of the county, to achieve industrial transformation and upgrading.

Set up a cultural platform to integrate resources and start again

In order to implement the strategy of "establishing a county by culture", relying on cultural accumulation and cultural advantages, starting from excavating the existing cultural resources and cultural formats in the county and optimizing the integration, we will not wait or rely on it, self-directed and self-acting, and take the initiative to lead tourism, cultivate culture with tourism, and promote tourism with culture, so as to become an effective idea of "cultural tourism living county" in Zhenyuan.

Set up a grandstand to let historical materials and cultural elements come into view. Since the beginning of spring, in the county's stations, bridgeheads, walls and taxi ceiling lights, "Wang Fu's hometown, humanities town", "hometown of Chinese calligraphy", "hometown of Chinese folk art", "Chinese apricot township" and other national signboards can be seen everywhere. In the WeChat public account and video account of "Zhenyuan Cultural Tourism", a series of articles and small videos such as cultural museums, beautiful scenery, and food filmed and broadcast on Kuaishou and Toutiao are overwhelming, and the awareness and influence of Zhenyuan cultural tourism continue to rise.

Create a podium to bring historical stories and cultural elements to life. With "telling the story of Wang Fu and carrying forward the culture of Zhenyuan" as the starting point, the "Ten Ones" publicity activities were carried out, and the Propaganda Department of the County Party Committee, the County Bureau of Culture and Tourism, the County Federation of Literary and Art Circles and the County Library set up a propaganda group, hired propagandists, made key breakthroughs, and carried out difficult public relations, forming a three-dimensional propaganda pattern of "trinity" of media, festivals and positions.

Create counters to turn cultural and artistic creative works into products and commodities. On the basis of the original calligraphy and painting creation base, we will actively prepare for the construction of a cultural industry park, so that the town can purchase cultural and tourism products. The county's cultural and creative products franchise store, the "Plateau Mother" handicraft franchise counter, large-scale and high-end paper-cutting embroidery, calligraphy and painting exchange activities into the North Grottoes, calligraphy and painting street, etc., have become the most beautiful and lively places and consumption hotspots.

Build a stage and let local cultural performances create a dynamic cultural experience. Activate the tourist attractions such as the North Grottoes Station and the "Three Ponds", so that the town can be a place to visit, and on the stage of the cultural square of the county, township (town) and village, with the help of the stage of the scenic spot, the characteristic town and the cultural compound, especially the high-end stage of the cultural metropolis such as Xi'an, let the culture of the town move and live, and create a dynamic integration is the scene experience.

Build a platform for cultural and creative works, products, projects, and formats to be displayed. Through the cultivation of cultural tourism talents and cultural tourism companies, it will provide guarantee for the activation of cultural tourism, hold a high-end forum of "Wang Fu Xianxian Culture" to show cultural self-confidence, arrange large-scale representative repertoire, let there be a display of Zhenyuan's literary and artistic works, hold a folk culture and art festival, let elites from all walks of life have a platform to display, hold high-standard sports events, let sports enthusiasts drive Zhenyuan to shine out of the circle, hold a distinctive Zhenyuan Village Evening and Zhenyuan Food Tasting Competition, and let Zhenyuan food chain promotion.

As Mr. Chen from Fujian said: "As an employee of Fujian Sunner Group, since the beginning of this year, especially near May Day, the culture of Zhenyuan has gradually come to life, which not only allows tourists from other places to feel the depth of Zhenyuan culture, but also sees the popularity, vitality and confidence brought by culture, and sees a different Zhenyuan." ”

Cultural singing and opera to find opportunities for friends with literature

In the Spring Festival, Lantern Festival and other important traditional festivals, organize and carry out the "Liyuan Spring" opera performance, Qianfu Mountain Garden Prayer, Lantern Festival riddle meeting, "Longyuan sons and daughters heart to the party, Longteng inspires to celebrate the New Year" Spring official competition, Spring Festival paper-cutting competition, "welcome the new year to write Spring Festival couplets, Hanmo fragrance to send blessings" Spring Festival couplet calligraphy meeting, "Longteng Prosperous, Bo Longyuan" - the museum for the New Year, "I exercise, I am healthy" Ruhe walking activities and other series of activities, in accordance with the step-by-step, In the orderly spring ploughing production season, you can clearly see the brightness and beauty, growth and brilliance of the culture, and you can deeply feel the breath and vitality, resurrection and power of the culture.

Since March, the folk art "paper-cut costume show" represented by paper-cutting created by the County Culture and Tourism Bureau and the County Cultural Center has entered the stage of Tianshui's "hot and hot", stepped onto the stage of Xi'an's "Datang Never Sleeps City", and entered the lens and vision of "Qingyang Cultural Tourism", with more than 20 performances, as well as the "Loess Rhyme" Zhang Xiaomin Music Xi'an Concert, etc., all reproduce the charm of loess culture and farming culture.

Since April, the county CPPCC Culture and History Committee, the county Federation of Literary and Art Circles, the County Bureau of Culture and Tourism, and the Tourism Office have created Hanmo art represented by calligraphy and painting, and as the identity of "the hometown of Chinese calligraphy", not only active in the streets of the county's townships and villages, but also into the North Grottoes, Jude Town, Zhaichi Scenic Area, and also to Qinghai Haidong and Tianshui. There are also Su Shi calligraphy rubbing exhibitions held by the county museum, etc., which have carried out more than 30 interactive exchanges, fully demonstrating the depth and longevity of the calligraphy and ink rhyme.

Taking advantage of the good time of the "May Day" Golden Week, the projects of "setting up the stage" and "singing" by culture are wonderful. Miaoqu Town Village BA, Wugou Township Art Festival, as well as Jude Town's "Qin Cavity Grand Prix" and "Spring Full Garden, Music Tunzi" Folk Culture and Art Festival, etc., show the charm of the beautiful rural cultural compound. In Qianfu Mountain, North Grottoes, Shigang Temple, Zhai Chi, the Silk Road culture, grotto culture, Qin and Han charm, and red culture, "moved" and "lived", walked into the blocks, villages, enterprises, schools and daily life, walked into scenic spots, exhibition halls and counters, and became the protagonist of "May Day" and this spring.

Focusing on participating in the series of activities at the main venue of the "Cultural and Natural Heritage Day" intangible cultural heritage publicity and exhibition in Gansu Province and the 19th Qingyang Sachet Folk Culture Festival, the Zhenyuan Folk Culture and Art Week, and the Pingquan Folk Culture and Art Festival hosted by the Qingyang Xinxiangxian Association, etc., all reflect the "literary atmosphere" and show the "literary style".

Although the "May Day" Golden Week has passed, the favorites won by "cultural singing" are as good as ever. On the one hand, there are colorful cultural and creative displays and theatrical performances, and on the other hand, there are increasing tourists and surging tourism consumption. With the help of "cultural drama", the popularity of cultural tourism in Zhenyuan has not decreased. According to the latest data, a total of 45 cultural and creative activities were carried out in the county in March, setting a new historical record. Since April, the county has received a total of 750,000 tourists and achieved a comprehensive tourism income of 308 million yuan, a year-on-year increase of 64.8% and 57.1% respectively. In terms of online traffic, as of 17:00 on May 5, the total number of short videos and information related to "Zhenyuan Cultural Tourism", "Zhenyuan Paper-cutting", "Chinese Calligraphy Township Yuan" and "Wang Fu's Hometown" on the whole network reached 13.14 billion views, 5.35 million likes, and 85,000 interactive comments.

"Every cultural relic in Zhenyuan carries a story. Experiencing different cultural meanings, I'm glad to be able to see these historical bookmarks. Thank you for giving us the right to look at a thousand years. This is a message from a visitor who participated in the activities of the prefectural museum.

Cultural empowerment to get out of the predicament and show vitality

Zhenyuan deeply excavates and implants cultural connotations, finds the right entry point and breakthrough, drives large crowds and large consumption with large flow and large volume, activates cultural tourism and empowers the economy with the help of culture, and gives birth to new hot spots of consumption, which is constantly showing far-reaching potential, cultural advantages, cultural resources, cultural creativity, cultural landscapes, cultural activities, etc., are becoming a new driving force and opportunity for "cultural county" and "tourism".

Up to now, the county sports park construction project, the multi-functional sports field project of Shangxiao Town, and the multi-functional sports field project of Sun Village in Tunzi Town are carrying out preliminary work. In accordance with the idea of cultural revitalization and the development of agriculture + cultural tourism industry, 11 agricultural, cultural and tourism integration projects, as well as the cultural tourism revitalization rural model village project of Xigouquan Village in Linjing Town, the former site of the Red Army Long March camp in Mudanwa, the former site of Mao Zedong's Long March in Sancha, and the former site of the Zhenyuan County Government in Shaanxi-Gansu-Ningbo Border District have been reviewed for construction drawings.

New achievements have been made in the work of cultural empowerment and investment promotion. Successfully signed a strategic cooperation framework agreement with Wuhan Sanjin Commercial Operation Management Co., Ltd. for the expansion and quality improvement project of Zhaichi Scenic Area, with a signed capital of 163 million yuan; Zhenyuan County Tourism Company Construction and Tourism Route Building Project signed an investment cooperation framework agreement to further enhance the infrastructure of key scenic spots in the county, increase interactive experience projects, improve the layout of business formats, increase the development of tourism products and services, and comprehensively match traditional tourism elements such as food, housing, transportation, travel, shopping, and entertainment, and further expand emerging tourism elements such as business, maintenance, learning, leisure, love, and curiosity.

At present, Zhenyuan's exploration of "empowering with culture" has made the supply side of the cultural tourism consumer market have the characteristics of cultural and entertainment service, cultural and creative dynamics, literary and artistic scenes, cultural and tourism ecology, as well as the supply of cultural and tourism unit activities, service products, and product experience. To this end, it is necessary to further empower culture, and let culture further empower development. The first is to activate cultural resources and tap development potential. Integrate the existing historical and cultural resources such as the lower culture of Changshan, the ancient city of Helian, the Great Wall of Qin in the Warring States period, the ancient city of Pengyang, and the ancient silk road, and realize the combination of content and form, pragmatism and retreat, tradition and modernity, and current and long-term. The second is to enhance the ability of cultural services and endow the development of internal forces. We will strive to promote the high integration and in-depth integration of historical and cultural relics, beautiful villages and rural tourism demonstration sites, and form new cultural attractions and tourism experience points. The third is to enrich the supply of cultural products, enhance the vitality of development, and develop more cultural, scenario-based and immersive cultural and tourism products. The fourth is to strengthen the cultural tourism industry, give impetus to development, take the integration of culture and tourism, the sharing of hosts and guests, activate the stock, and the operation is king, and "establish a county with culture and live with culture".

(Wang Zuodong)