Source: Manager Media's "Business News Corporate Finance" Article: Zhang Jin Rudder
Since the establishment of tourism development boom in various places, Jiaxing Cultural Ancient Town has attracted many tourists at home and abroad because of its characteristics such as Jiangnan water town style and historical and cultural heritage, Wuzhen has also achieved rapid development in line with this trend, and its development performance has been praised by the industry as "Wuzhen model". However, due to the late start, the development of Wuzhen's tourism economy is also facing fierce competition, especially the development of the tourism economy maintained by traditional culture. In view of this, taking Wuzhen, which has a deep traditional cultural heritage, as an example, the importance of traditional culture maintenance in the development of Wuzhen tourism economy is discussed, the elements of Wuzhen tourism economic development are analyzed, and the problems existing in the tourism economic development of Wuzhen are studied accordingly, and the conclusion is drawn that traditional culture should be protected and carried forward as the basis of wuzhen's existence, in order to provide reference for the development of tourism economy in other ancient towns.
Wuzhen attracts many domestic and foreign tourists with its own cultural background and historical resources, but at the same time, Wuzhen's business opportunities have also led to the gradual loss of traditional culture, resulting in the emergence of "modern Wuzhen". Domestic research on wuzhen tourism economy mainly focuses on tourism economy stakeholders, tourism economy development and protection, and sustainable development of tourism economy. Under the current severe situation of imbalance in the development of Wuzhen's tourism economy, how to develop Wuzhen based on the protection of traditional culture, so that the coordinated development of traditional culture and Wuzhen's tourism economy has become a new topic worth studying.
First, traditional culture maintains the practical value of the development of Wuzhen's tourism economy
(1) Social and cultural values
Wuzhen with its water town characteristics attract many domestic and foreign tourists, tourism brought great social benefits, from the upstream to the downstream contains many industrial modules, only the tourism industry provides many jobs, greatly promoted the local employment rate, to a certain extent to alleviate the employment pressure, for the construction of a harmonious society has played an important role. In addition, driven by the development of tourism in Wuzhen, many majors have been born from this, which has also played a positive role in the development of vocational education. Although Wuzhen has gone through thousands of years of baptism of time, it still maintains its original form, the times have changed, and the humanities have changed, but Wuzhen has always been shaped in the process of historical development. Its cultural aesthetics have become the reference for many art designers, and the poems that have been handed down to this day depicting the tenderness of the water town have become the essence of the consideration of literati and inkers.
(2) Economic and ecological value
Wuzhen vigorously develops the tourism industry based on its own characteristics, and its economic value is extremely impressive. Wuzhen tourism has driven a series of industrial chain activities, from the perspective of main benefits, the current visualization includes direct consumption of tourists in Wuzhen scenic spots such as food and accommodation, purchase of souvenirs and so on. [1] In addition, Wuzhen tourism has also promoted economic changes in transportation, catering, entertainment, homestays, shopping, etc. In the new era, economic development is no longer the only goal, and "quality" and "brand" have increasingly become key development factors. Wuzhen has always paid great attention to ecological benefits in the process of development, and sustainable development premised on ecology has become the core of maintaining the vitality of Wuzhen while responding to national policies.
Second, the core elements of the development of Wuzhen's tourism economy
(1) The scale of rationalization
The scale of tourism should match the population of Wuzhen, and the tourism consumption should be mainly based on the permanent population of Wuzhen, supplemented by foreign tourists. Therefore, whether the population matches the size of the tourism economy can be reasonably judged by the balance of supply and demand in the tourism economy, and too large and too small may lead to excessive or insufficient competition in the tourism market.
(2) Perfect supporting facilities
The tourism facilities are perfect, and the quality of the tourism brand in Wuzhen is strengthened. In addition to the necessary supporting facilities such as tourist service centers, public toilets, and parking lots, it is necessary to build more ancient building facilities, greening, and landscape lights in Wuzhen, improve the cultural and artistic connotation of ancient architecture in Wuzhen, improve the commercial form, and build Wuzhen into a tourist resort in Jiangnan that the public yearns for. In the process of equipping supporting facilities, the indicator setting should be reasonable, including the layout and quantity of the landscape, the ratio of commercial and residential, etc., which directly determines whether the tourism industry in Wuzhen is heavy on culture or heavy on commerce. In general, the lower the plot ratio, the better the tourism effect.
(3) Ancient building planning standards
The planning, style and artistry of ancient buildings should meet the standards, so that the characteristics of Wuzhen are displayed more prominently. The tourism development of Wuzhen should have representative ancient construction products, which should be more refined in architectural planning, skill display and construction, and deeply integrated with the ancient construction culture of Wuzhen. For example, common bridges, pavilions, paintings and other professionalism and ancient building characteristics. Building materials are mostly made of traditional materials such as wood, green bricks, and stone tiles, so as to build Wuzhen into a characteristic tourist town that integrates culture and functionality.
(4) Planning should be continuous
Planning should not harm the interests of all parties, but should be supported according to the degree of cultural and economic contribution. First of all, guide developers to build cultural Wuzhen tourism projects in line with national policies. For example, the 2018 "Tongxiang Wuzhen Historical and Cultural Conservation Area Protection Plan", the main content includes encouraging the construction and protection of traditional ancient buildings, traditional houses, historical and cultural blocks, Wuzhen style, etc., the cultural symbols of Wuzhen into the urbanization design, and fully excavate and sort out the ancient architectural culture. [2] Second, understand the spirit of planning and give economic support. Under the requirements of scientific development, preferential treatment is given to land transfer and subsidies are given in the construction of wuzhen tourism facilities, so as to bear the tax burden, so as to better build such projects.
Third, the practical problems and causes of the development of Wuzhen's tourism economy
(1) The problem of tourism economic development in Wuzhen
Wuzhen has a long history, beautiful natural scenery and rich cultural resources, and is the main birthplace of Wuyue culture. Wuzhen has convenient transportation, relying on the tourism industry to increase the fiscal revenue and the introduction of foreign capital year by year.
First of all, the product lacks characteristics and the tourist attraction is insufficient. The positioning of Wuzhen brand construction is not clear, Wuzhen is mainly characterized by bridges and corridors, which is the main element of Wuzhen tourism, but for Jiaxing Ancient Town and even the entire Jiangnan Water Town, this feature has no distinctive features and lacks core competitiveness. Due to the serious homogenization with other ancient towns in Jiangnan, tourist souvenirs are extremely similar and the price is too high, resulting in the lack of their own characteristics and strong product substitution. Most of the tourists in Wuzhen come from the city, and they are eager to get leisure and tranquility from travel. However, Wuzhen, which is relatively well preserved in ancient buildings, ignores this tourism demand, and unlike Xitang Ancient Town, Wuzhen has not really taken culture as its own image positioning, cannot let tourists feel different, and Wuzhen has not developed its own core competitiveness and has become the main factor in the lack of attractiveness to tourists.
Secondly, the development model is single, and the tourism project is fixed. The "modern ancient town" basically has a blind area for development, and the same is true in Wuzhen. At present, Wuzhen still adopts tourists' sightseeing tourism and souvenir sales, and there are fewer planning and protection measures for ancient buildings and surrounding buildings, and the newly developed modern buildings in Wuzhen have destroyed the overall coordination. At the same time, "product expansion" is also a major development problem of Wuzhen's tourism economy, Wuzhen did not really form its own golden signboard, but sold some products that have nothing to do with Wuzhen, resulting in environmental imbalance in the products of the ancient town. Similar to other Jiangnan ancient towns, Wuzhen tourism projects are basically the traditional rich water town of beautiful silk bamboo, tea tasting, lantern viewing, Wu tent boat, these are also the general amusement activities in Wuzhen tourism projects, in addition to no other characteristic cultural and entertainment projects, tourists can only through these homogenized and serious public activities for cultural feelings, in this activity it is difficult to feel the real simple folk customs of the unique artistic conception.
Finally, the construction effect of scenic spots is remarkable, and the integration of Jingzhen is not high. The space in the scenic area is pleasant, and the overall style is relatively rich. However, there is a problem of disorderly development in the towns outside the scenic spot, which leads to visual conflicts in Jingzhen. With the continuous expansion of scenic spots, the peripheral resettlement houses lack interaction with the surrounding areas, and cannot be effectively integrated with the water town style of Wuzhen.
(2) The causes of the development of the tourism economy in Wuzhen
On the one hand, the development of Wuzhen's tourism economy is mainly based on investment promotion, private capital development is its main way, and the pursuit of profits is its main goal. Therefore, its model is basically based on real estate development and operation, that is, it believes that as long as it is developed, there will be a good market. Therefore, in order to save costs and catch up with the process, there will be irregular operations in the development, such as more supporting facilities in building planning, rough protection technology for ancient buildings, and insufficient tourism projects. [3] At the same time, due to the lack of experience or lack of relevant standards of local governments themselves, the indicators are not scientific and the binding nature of the project is not good. On the other hand, unlike ordinary real estate development, Wuzhen tourism economic development cycle is long, construction costs are high, commercial formats are rich, cultural activities are long-term and other characteristics, that is, economic development and cultural operation remain unified. Therefore, scientific demonstration is required at the time of development, and many failure cases in the past have been insufficient in this regard. It should be emphasized that the lack of market analysis is also a key factor. Market analysis includes industry analysis and out-of-industry analysis, industry analysis is compared with the ordinary real estate market whether there is an advantage, out-of-industry analysis is to study whether the local economic development and cultural tourism profile has development conditions, if the industry advantage is not large, the field also lacks economic support, then economic development may fail.
Fourth, the tourism economic development strategy of Wuzhen based on traditional culture
(1) Strengthen cultural connotations and create tourism products based on cultural resources
Wuzhen itself is a living cultural brand, and it is necessary to build a brand with cultural connotation based on itself. In the development of Wuzhen's tourism economy, there should be a rich traditional cultural content planned, reflecting the original and traditional heritage, and retaining the cultural characteristics of "classical". It is necessary to create a brand image to shape a distinctive cultural symbol, listen to the opinions of tourists, and improve at any time. [4] In the early stage of Wuzhen's tourism economy, through scientific planning, closely combined with Wuzhen's unique cultural resources, to avoid vicious competition with other similar ancient town tourism markets. The cultural charm of Wuzhen tourism is very attractive to urban tourists, and the economic development of Wuzhen tourism should maintain a unique local culture. In the planning, it is necessary to demonstrate with a rigorous and objective attitude, and scientifically calculate the number of tourists to ensure that the affordability of Wuzhen tourism is within the acceptable range.
(2) Develop cultural advantages and form a cultural circle of ancient towns
Wuzhen's unique cultural connotations are becoming more and more prosperous under the radiation of traditional culture, which is composed of its regional characteristics and living forms. The art museum built by the water is an art master from Wuzhen, a new theater built by the ancient opera stage staged avant-garde plays from all over the world, and literary and artistic workers from all over the world walking on the bluestone slab, wuzhen has become a feast for strivers in various industries such as architecture, literature, drama, painting, commerce and trade. Wuzhen has experienced the glory of canal trade, and has also nurtured countless talented Jiangnan literati, and has also produced products from factories and shipped to all over the world. Although it was once forgotten, it was rejuvenated, and gradually developed from "Tongxiang Wuzhen" to "China Wuzhen".
(3) Based on the style of Wuzhen, apply the composite development model
The survey results show that most tourists believe that the main reason for the continuous decline in the attractiveness of Wuzhen is that the homogenization is serious, and other ancient towns have similar products and similar ancient buildings, as well as the model of modern business methods, based on this situation, tourists have aesthetic fatigue, in Wuzhen can not feel the original intention of tourism, so there is no enthusiasm for external publicity after the return trip, Wuzhen style development can not blindly copy other development models, avoid excessive similarity, and return to the cultural Wuzhen with vitality. In this regard, development must find a reasonable entry point and base itself on the unique cultural elements of Wuzhen. [5] Attention should be paid to Wuzhen's unique traditional culture, architectural style and humanistic customs, etc., on the basis of sustainable development on the basis of inheritance, and constantly expand the development space, avoid a single tourism economic development model, do not one-sidedly pursue the economy, but to look at the problem from a long-term perspective. Local governments and developers should participate in more pre-test meetings on the future development of Wuzhen's tourism economy, pay attention to the development dynamics of Wuzhen, and carry out scientific planning accordingly.
(4) Combine the characteristics of Wuzhen and fully integrate the cultural resources of Wuzhen
Wuzhen itself has a long cultural history, and still retains rich cultural traces, which is the core driving force for the development of Wuzhen's tourism economy. When developing the tourism economy in Wuzhen, we should be loyal to history, restore history, and repair the old as much as possible. The restoration and transformation project of Wuzhen Ancient Street should retain the original form, and avoid myrrh, no ancient, not modern, not foreign, and lose or forcibly change the original cultural atmosphere and style, which means that the humanistic value and soul of Wuzhen ancient architecture have been lost, thus losing the attraction to tourists. Maintaining the original ecology and antique flavor of Wuzhen and highlighting the characteristics of Wuzhen can allow tourists who have lived in the city for a long time to enter Wuzhen and quickly obtain the dual experience of humanities and nature. At present, the strong commercial atmosphere has become a common disease in all cultural ancient towns, and it is becoming more and more inclined to a "buying and selling" place, from which tourists cannot get real cultural edification and soul washing, but are only keen to take photos; shops are not as cultural communicators, but put too much energy on how to get more economic benefits. In the development of the tourism economy in Wuzhen, it is necessary to pay attention to the integration of people, scenery, objects and fields, as well as to obtain tourist satisfaction from the aspect of "spiritual journey". In addition, in the continuous development of Wuzhen's tourism economy, the location of food and accommodation facilities should be as quiet, ecological and comfortable as possible, avoiding noisy environment and maintaining harmony with the surrounding environment. As mentioned above, building materials should use traditional Chinese materials, reduce modern architectural traces, the overall style should be divided into coordination with Wuzhen, traffic travel advocates ecological transportation, maintains the original style of Wuzhen, and minimizes the damage to the traditional landscape of Wuzhen.
(5) Pay attention to the spatial structure of cities and towns and improve the quality of urban environment
Based on the traditional cross water axis structure in Wuzhen, a double cross water axis structure is created. Demarcate cultural blocks, carry out spatial sorting and environmental governance, and restore the old cross water axis. Relying on the tourism resources of Wuzhen to expand outward, introduce idyllic scenery, improve the construction of townships and supporting facilities, and gradually form a new cross water axis. The old cross water axis develops cultural tourism with the theme of traditional homestays and cultural and creative water stores, and the new cross water axis serves the township with the themes of commerce, administration and health care. The two are integrated through the creation of traditional spaces, so as to achieve the coordinated development of Jingzhen.
(6) Attach importance to talent training and scientific and reasonable financing
The purpose of talent training is to improve the service quality of wuzhen cultural tourism. In the process of wuzhen tourism economic development, service quality is not only its key guarantee, but also the core condition for promoting its development. The introduction of a professional talent team can provide support for improving the service quality in the development of Wuzhen's tourism economy. First of all, it is necessary to combine the tourism knowledge and traditional cultural connotation of Wuzhen for assessment and inspection, and secondly, it is necessary to cultivate relevant services and service awareness. In order to learn advanced service theories and experiences, Wuzhen tourism service providers can go to other units to exchange and learn, learn from their advantageous service models, and thus internalize and improve. In addition, financing is also another demand for the development of Wuzhen's tourism economy, and scientific and reasonable financing is the fundamental guarantee for the development of Wuzhen's tourism economy and the development of Wuzhen's tourism culture. On the one hand, the purpose of financing can be achieved through banks; on the other hand, in order to reduce financing risks, the three principles of project approval, cultural relics protection and reasonable demolition should be strictly followed. In the specific financing, it is also necessary to ensure the flexibility of the operation and ensure that the actual needs of the development of the tourism economy in Wuzhen can find a safe, long-term and stable form of financing.
5. Conclusion
In summary, Wuzhen is a typical representative of the development of culture-driven tourism economy, and it has good demonstration and applicability to study the interactive development of Wuzhen tourism economy and traditional culture. Wuzhen culture is an important component of traditional Chinese culture and carries the cultural memory of Wuzhen' multiplication. Inheriting and protecting Wuzhen culture is not only the responsibility entrusted by the times, but also the embodiment of respect for history. On the basis of the inheritance and protection of Wuzhen culture, it is combined with the development of the tourism economy, injecting a propellant into the economic development of Wuzhen, allowing it to have a virtuous circle, so as to further carry forward the traditional culture. Traditional culture is inseparable from the tourism economy, tourism economy is also inseparable from traditional culture, only the two harmonious unification, in order to keep up with the pace of the times, to promote the in-depth development of Wuzhen tourism economy.