Under the background of the integration of the Yangtze River Delta, how can Jiangnan Ancient Town get rid of homogeneous competition? The Z era has gradually become the mainstream of consumption, the trend of hunting and thirsty tourism has receded, and micro-travel and micro-vacation have risen, how can Jiangnan Ancient Town change its thinking and develop new cultural tourism products? The protection and development of extremely financial and material resources and manpower, who is Jiangnan Ancient Town built for... A few days ago, planning and tourism experts from Shanghai and the Soviet Union gathered in The Ancient Town of Tongli to participate in the "Jiangnan Culture Tongli Trip" activity hosted by the Tongli Town People's Government and undertaken by China Jiangsu Network and the New Jiangsu Client, combing the cultural context of the ancient town, conspiring to innovate and break through, and providing suggestions for the high-quality development of culture and tourism in the future ancient town.
Transformation and upgrading, policy innovation, and lane change to lead
When it comes to Jiangnan Ancient Town, people immediately have an image in their minds: small bridges flowing water, smoke and rain painting boats. Since the beginning of this century, for one or two decades, Jiangnan Ancient Town has been taking the tourism development road characterized by "small bridges, flowing water, and people's homes", and "Jiangnan Ancient Town" has long become a famous tourist signboard, Zhouzhuang, Tongli, Luzhi, Xitang, Wuzhen... Rising one after another.
Tongli has led the development model of "living ancient towns" in the six traditional ancient towns in Jiangnan, and everyone who has been here will be attracted by the strong atmosphere of life in the ancient town, and the 12,000 indigenous people living in it is a moving scenery in itself. Xitang is also a "living ancient town", and to this day, local residents still work and live in the ancient town. Unlike Tongli and Xitang, Wuzhen has undergone large-scale transformation and implemented commercial operation as a whole. It is gratifying that this transformation did not destroy the overall style of Wuzhen, but successfully explored a model path for the protection and inheritance of traditional ancient towns in modern society.
However, with the passage of time, the integration of the Yangtze River Delta continues to advance, these Ancient Towns in Jiangnan are connected by waterways, the cultural context is connected, the regional cultural recognition tends to be consistent, coupled with the early cookie-cutter promotion routine, the serious homogenization makes people begin to aesthetic fatigue. Upgrading and transformation is a problem that Jiangnan Ancient Town is facing at the same time. Taking Tongli as an example, Zhao Zhonghua, associate professor of the School of Tourism of Shanghai Normal University, believes that Tongli once led the development model of "living in the ancient town", which made the cultural inheritance in the ancient town orderly, the industrial development foundation, and the future development expected, forming a Tongli model that can be developed and utilized by other ancient towns in the region, which are very good development foundations and advantages. How to break through to the forefront again may still lead from the aspects of system construction and policy innovation.
Zhao Zhonghua pointed out that under the situation of normalized control of the epidemic, it is imperative to enhance the resilience of the management system. Tongli can make full use of the location advantages of the ancient town located in the Yangtze River Delta ecological green integration demonstration zone, explore the institutional innovation of the demonstration area under the form of prevention and control, receive tourists from Jiangsu, Zhejiang and Shanghai without obstacles, and initially consider the integration of the policies of the three districts of "Wujiang, Jiashan and Qingpu" in the demonstration area, and after maturity, we can consider the penetration of policies in the Yangtze River Delta region, eliminate the impact of control measures brought about by administrative boundaries, form regional linkage and model innovation, and thus lead the development of the regional cultural tourism industry.
Xu Lang, professor and doctoral supervisor of the School of Economics and Management of Nanjing Agricultural University, and Sun Honggang, chief engineer of the Urban Science Research Institute of Shanghai Jiao Tong University, invariably mentioned that planning comes first. Xu Lang put forward the concept of Datongli, and Sun Honggang suggested strengthening the study of the scene value of the ancient town, that is, to find out whether the ancient town should develop to the countryside or to the town, so as to find out the positioning, and at the same time cooperate with the formulation of the overall planning of the ancient town and the surrounding area, explore the development model of the open scenic spot in the whole area, and the planning vision must be prepared for the next twenty or thirty years or even fifty years of the ancient town.
Keeping up with the times, highlighting cultural personality
Development of high-end sticky products
Jiangnan ancient town has experienced a mass tourism baptism like a flowing water since the reform and opening up, in the words of Sun Honggang, "that is the first generation of hunting, hunger and thirst tourism", and this kind of tourism is disappearing, micro-travel, micro-vacation continues to rise, the Z era gradually becomes the mainstream of consumption, Jiangnan ancient town must begin to consider the future mode of survival.
Jiangnan, the back garden of China's traditional humanistic spirit, is the cultural home of "comfortable harmony and poetic inhabitation", and the participating experts almost unanimously believe that for many ancient towns in Jiangnan, only culture is a very personal thing outside of commonality. Tongli has a deep cultural accumulation, Zhong Lingyu show, humanities gathered. According to historical records, from the Northern Song Dynasty to the end of the Qing Dynasty, there have been 1 Champion, 42 Jinshi, and more than 90 Wenwu people, such as Wei Ruxian, a famous Member of the Southern Song Dynasty, Ye Yin, a poet of the Southern Song Dynasty, Liang Shi, vice president of the "Yongle Canon" of the Ming Dynasty, Ji Cheng, a gardening artist of the Ming Dynasty, Lu Hui, a grandmaster of the Wumen painting circle in the Qing Dynasty, Shen Guifen, a minister of military aircraft, Chen Quyi, Jin Songcen, Wang Shaojun, Lan Gongwu, Yan Baoli, Jin Guobao, Fei Gong, etc. in modern times, and Feng Xinde and Shen Shanjiong, academicians of the Contemporary Chinese Academy of Sciences. Therefore, the same as the ancient water town of Jiangnan, compared with Zhouzhuang and Luzhi, there is more of a book. Therefore, how to tap its own cultural characteristics and keep it alive with the progress of the times may be the industrial "idea" led by jiangnan ancient town.
Lu Aihua, associate professor of the Department of Tourism of Southeast University and master tutor, stressed that to highlight the cultural personality of the ancient town, we must first start from the most basic tourism words and explanatory words, reorganize and arrange as a whole, explore the connotation of local culture, and extract the spiritual culture with leading value from the material culture that can be touched. At the same time, in order to adapt to the changes of the times, the automatic tour system and the interpretation system are also indispensable hardware equipment. Moreover, Tongli is currently the only ancient town in Jiangnan that has a world cultural heritage (one of the Suzhou gardens), which is also the hometown of the Ming Dynasty garden master Ji Cheng, and the garden culture is very worthy of in-depth excavation. Zhang Honggang suggested that the humanistic stories of 42 jinshi and 1 champion should be sorted out, which can also fully reflect the humanistic spirit and cultural connotation of Tongli Ancient Town.
Deeply cultivate culture, but also seriously study market changes, and update the cultural and tourism products of the ancient town. High-end tourism products and high-viscosity tourism products are the general trend. According to Zhao Zhonghua's analysis, the traditional cultural tourism economic model is changing, and eating, living, traveling, shopping and entertainment have become the basis of tourism, and cannot become a tourism attraction. At present, the products of Tongli Ancient Town are still based on homestays, catering and shopping, supplemented by experience products such as cruise ships and light shows. It is necessary to further study the consumption characteristics and demographic characteristics of the Z generation population and launch tourism products that meet their interests. For example, the development of ancient town real-life script killing products, so that tourists can play, stay, enhance the immersive experience, further revitalize the life of the ancient town, enhance the attractiveness of the ancient town.
Zhang Honggang believes that the era of making quick money and superficial tourism has passed, and the current humanistic tourism that operates ancient towns should be like tasting red wine. With the improvement of people's living standards and the rise of the middle class, the market urgently needs high-end tourism products. He suggested layering the needs of tourists, carefully doing a good job of high-end in-depth tours, and letting the water town come back and let the quiet come back. The pulling effect of high-end products on overall tourism is unquestionable, which has been confirmed in the new development and construction of many cultural and historical areas in Shanghai.
In fact, as early as many years ago, Ruan Yisan, a member of the Expert Committee on the Protection of Famous Historical and Cultural Cities in China and a professor at Tongji University, once put forward the proposition of "what people are looking for in Jiangnan", he believes that what they are looking for should be simple and simple artistic inspiration, unique regional style, and the way for people to live in harmony with nature. In recent years, the idea of the development of Zhouzhuang Ancient Town is in line with Professor Ruan's concept, and Zhouzhuang has opened up a variety of cultural spaces in the 0.47 square kilometers of the ancient town: "Tourism + Photography" of the Film and Art Courtyard, "Tourism + Collection" of the Museum, "Tourism + Kunqu Opera" of the Ancient Opera Stage, "Tourism + Contemporary Art" of Yifei Home, "Tourism + Parent-Child" of the Carton King, etc., which strengthens the in-depth experience brought by Zhouzhuang's innovative "Tourism +" model. Let tourists slow down their itinerary in Zhouzhuang and capture a sense of participation, harvest and leisure.
Retain the roots of culture and the soul of the ancient town
"The ancient town where you live" can nourish your heart
With the protection and development of financial and material resources and manpower, who were these ancient towns in Jiangnan built for? This seems to be the ultimate proposition. But the answer is self-evident: for every indigenous person living in the ancient town, there can be a better life. Only those who keep the ancient town retain the roots of culture and the soul of the ancient town. Therefore, experts have suggested that the protection and development of ancient towns should listen to the opinions of local residents and stimulate the enthusiasm and participation of each indigenous people.
As a member of the rural project design team of Dazhuyuan Village in Anji, Zhejiang, Sun Honggang revealed that more than 20 meetings of residents of the whole village were convened before the project started, and all the designers fully listened to the opinions and ideas of the villagers, and then made a planning plan, and finally the design team designed the positioning of the new rural residence in the pastoral countryside of northern Zhejiang for the dazhu garden. It continues the growth mode of the village, retains all the production factors on the base: the bamboo forest, the pastoral garden, and the water system are completely preserved, the most original style and characteristics of the village are maintained, and the new and old villages of the big bamboo garden are integrated. Dredge all water systems, so that every house can live by the water and every household can smell the sound of water. In addition to ornamentation, the water system can be used for irrigation, washing, and living. At the junction of the old and new villages, public facilities such as the villagers' cultural center were designed to better radiate the new and old villages. The architect continued the concept of the local unique "farm tool room" type living room, and the shape went through many rounds of exploration. In the end, elements were drawn from the houses in northern Zhejiang, retaining the traditional pink-walled Dewa's Jiangnan water village style, awakening the villagers' childhood memories.
"The ancient town where it lives" is a model that Tongli has been striving to explore and adhere to, and has led the construction and development of a number of ancient towns in Jiangnan. It shows visitors the people who live here and the way of life here, and it is a living ancient town. Lu Aihua lamented that "this is a real Jiangnan water town ancient town", the real living conditions and life scenes of the indigenous people in the ancient town can be seen everywhere, and the authenticity of the culture can be preserved, so that the emotions of tourists who pursue the dream of Jiangnan have found a place of sustenance. Therefore, even if the night economy is developed, the tranquility of the ancient town at night cannot be easily broken, and the tourism and living areas are arranged to achieve perfect symbiosis between residents and tourists. Zhao Zhonghua suggested that the "life-like" tourism scene should be integrated into everyone who lives and works in the ancient town, so that every household is an experience attraction, everyone is an image ambassador, and the personality is highlighted in the scene and life of the ancient town.
Sun Honggang said that in the future development of Tongli, we must activate the main consciousness of the ancient town, not only the indigenous people, listen to the voice of all people who love the ancient town, so that every investor, the new Tongli people, can truly have an incomparable sense of pride in the culture and development of the ancient town; the development of the water town should subtract the scale, add to the brand segmentation, only take the road of ecological balance, form a different environmental image from the city, so that people can breathe, nourish the heart, and remember the nostalgia in the ancient town, and the ancient town has the value of existence.
In short, to explore the innovative development model of Jiangnan Water Town Ancient Town, it is necessary to lead the industry with culture, gather popularity with tourism, develop personalized products, achieve differentiated development, adhere to the "living ancient town", explore the development model of open scenic spots in the whole region, standardize internal operations, weaken the constraints brought by ticket revenue, and profit from industrial development.
Xinhua Daily, intersection reporter Gao Liping