Dialogue guests include Wang Yue, deputy director of Beijing Tourism Development Committee; Huang, director of Haidian Tourism Development Committee; Feng Jun, deputy director; Liu Deqian, Academic Advisor of China Social Science Tourism Research Center; And Wang, associate professor of Beijing Forestry University. President Gao presided over the forum.
Subject 1:
A butterfly
G: Please tell us why science and education tourism is mentioned. What is the significance of developing science and education tourism?
Wang: Science and education tourism refers to a special tourism activity that integrates knowledge, education, interest and entertainment, relying on scientific research, technological development, academic education, scientific exhibitions, popular science amusement and other places and activities, as well as industries with high scientific content and natural environment with great scientific value. By participating in, observing and experiencing the unique knowledge, culture, teaching, scientific research and production methods of the reception unit of science and education tourism, tourists gain knowledge and understanding of the contemporary activated scientific and cultural form under the special professional background of this place, and realize their aesthetic and knowledge-seeking needs. In this process, its essence is a kind of learning exchange or cultural observation and experience.
Science and education tourism in Haidian District starts from its own resources: starting with schools, scientific research institutes and popular science venues, formulating standards and then getting approval from local governments. Judging from the achievements and social repercussions, science and education tourism has attracted public attention, especially since 20 12, all major media in China have made Zhongguancun one of the top ten holiday tourism brands in China. People have a certain understanding of science and education tourism. The continuous holding of the Science and Education Tourism Festival in Zhongguancun, Haidian has also improved the public's scientific literacy, and passed on scientific knowledge, scientific ideas and exploration spirit to people through tourism, which has become a new driving force for the development of science and technology. Especially by 20 15, Zhongguancun science and education tourism fully embodies the characteristics of the integrated development of multi-industry formats in Haidian District. Tourism is closely linked with science and technology, education, culture and other industries, and different industries penetrate and cross each other, which has produced new market-oriented development momentum.
G: I think it is of great significance for the country to develop science and education tourism.
First, popular science. For students, science and education tourism is a lively, lively, intuitive and friendly popular science. Once you participate in the process of science and education tourism, it will have a very positive impact on people's life growth, just like sowing a seed of science and education in everyone's heart, which may have a great impact on a person's study, career choice and even life path choice.
Second, patriotism, or self-esteem. Many of these science and education tourism projects we visited are national industries and national science and technology. These projects are first-class in China, and some are world-leading. Visiting these places and seeing that many scientific and technological projects in China are leading in the world is itself a kind of patriotic education. Two days ago, I visited Da Yue Kia's automobile production line in Yancheng. Their workshop can produce a whole car in one minute and 68 cars in one hour, with a profit of 4 billion and a tax of 7 billion a year. Visit this place, and you will feel the strength of China's manufacturing industry.
Third, research. Science and education tourism can be said to be the modern practice of the ancient sages' thought of "reading thousands of books and traveling Wan Li Road". It enables people not to study and read books, but to have extensive knowledge. Science and technology tourism is a good extension of their study and knowledge. In this process, people's interest in learning can also be cultivated.
Fourth, publicity. For enterprises and universities, opening to the public is to open a channel for word-of-mouth publicity. This kind of propaganda method, which allows people to watch and listen to explanations on the spot, can leave an indelible impression on visitors.
Fifth, expand. Science and education tourism is the expansion of traditional tourism, tourism resources and tourism products, and the improvement of tourism product structure.
Sixth, sharing. We can get to know each other by visiting, and these things are very important for the integration and development.
Topic 2:
Rich format
G: All over the country, especially Beijing, has been vigorously developing science and education tourism relying on rich science and education tourism resources. What do you think are the specific forms and product formats of science and education tourism? What advantages does Haidian District have as a representative of the development of national science and education tourism?
Liu Deqian: Science and education tourism should have five most prominent core elements, namely: pioneer concept, scientific knowledge, participation experience, interesting content and cutting-edge innovation.
If science and education tourism is compared to a person, then its pioneering concept is the origin of modern science and education tourism life; Scientific knowledge is the soul on which it lives; Its participatory experience is its sincere and enthusiastic communication with people; Its interesting content is its lively, humorous and lovely expression; Its cutting-edge innovation lies in its eternal youthful life.
If "science and education tourism" is compared to a fruit forest, then the "pioneer concept" is the land where this fruit forest grows; "Scientific knowledge" is the fruit of thousands of fruit trees; The "interesting content" is the colorful colors and various floral scents of flowers; "Participatory experience" is an interesting exploration of nature lovers in farming experiments; And its "frontier innovation" is to constantly cultivate new varieties while retaining excellent varieties.
Wang Yue: There are several advantages in developing science and education tourism in Haidian District:
First, the environment is favorable. The development of science and education tourism in Haidian District has a foundation, characteristics and innovation in the environment. First of all, there are many kinds of scientific and educational resources in Haidian District. Haidian District has a strong talent team. Institutions with large units and brands can play a good leading role. Secondly, it has its own characteristics. The science and education tour in Haidian District started from the university tour, developed to the science and technology tour, and then went deep into the science and education tour. These three steps can integrate more university resources, more cultural resources and tourism experience. Thirdly, there is innovation. The combination of science and technology, education and tourism is called innovation. Only when science and education catch the tourist train can it be industrialized quickly, and can it really stimulate consumption and promote economic growth.
Second, resources are favorable. Most colleges and universities in Beijing are located in Haidian District, and any school can carry out campus study tours.
Third, agency is beneficial. These agents are not entirely travel agencies, but also educational and training institutions, such as New Oriental. In New Oriental, teachers can answer students' questions 24 hours a day. Teachers are dedicated to service, should be recognized by the society, and should be valuable and valuable. If you think this extracurricular service is valuable, then it is an industry, and this industry should encourage its healthy development.
Theme 3:
Government responsibility
G: In recent years, outbound tourism represented by study tours and parent-child tours has developed rapidly, reflecting huge market demand. Please give some suggestions. How should government departments promote the development of science and education tourism?
Wang Yue: I think there are still shortcomings in policies, mechanisms and training of science and education tourism at present, and more government leadership is needed.
First of all, from the policy point of view, we lack the legal definition of such activities as study tour. In Japan and South Korea, children have credits for studying abroad, policy support, and even financial subsidies from government departments. However, China lacks a national policy on study tour. In the future, we can consider including study tour in the curriculum system. In addition, the Education Commission, the Foreign Affairs Office and the Tourism Commission can jointly issue some documents to optimize the norms of study tours. For example, travel agencies need to have certain qualifications, which can not only ensure their healthy competition, but also monitor tourism products.
Second, there is a lack of mechanism. Science and education tourism products contain a lot of mental work, a lot of talent training and a lot of brand value, which has great industrial driving force. If the science and education tourism system is well established, it can at least promote education, culture, science and technology and tourism.
Third, establish a stable training mechanism. In the progress of this industry, there must be a stable training mechanism. First of all, agents should cultivate a sense of responsibility, risk awareness and complete product awareness. The so-called complete product awareness is a complete product system considering product design, product insurance and product follow-up evaluation. As a competent department, the government must have a sense of training in order to gather active actors. The tourism department can take some industrial support incentive funds as incentive funds for travel agencies, and the future rewards should be turned into prior guidance.
Feng Jun: 20 10 is an important node for Haidian science and education tourism to "set sail again". This year, Haidian Tourism Bureau has created a platform to promote the brand building of science and education tourism-"Zhongguancun Science and Education Tourism Festival" and achieved success, which has attracted the attention and praise from all walks of life and the majority of participants. But at the same time, it also exposed some outstanding problems, such as obvious holiday effect and difficult normalization of product line reception after the holiday.
Exploring the reasons is mainly related to the operation mode of holding Zhongguancun Science and Education Tourism Festival. Festival activities focus on publicity and promotion, which is led by the government and shared by the government and the reception unit. The interests of government departments and reception units are not completely consistent, and the development ideas and wishes are not completely consistent, which leads to the low enthusiasm of many units to participate in the tourism festival, the low degree of marketization, the difficulty in coordination of reception units and the lack of market power.
Since 20 12, Haidian Tourism Commission has vigorously mobilized the enthusiasm of market participants and adopted a number of measures to promote normalization through marketization and ensure marketization through normalization: on the one hand, it has given support by introducing relevant policies and measures, including setting up special promotion funds, expanding publicity, strengthening promotion, etc., to encourage and guide market participants to actively participate in science and education tourism; On the other hand, efforts should be made to cultivate and support technology companies, study tour institutions and travel agencies with comparative advantages in reception and organization of science and education tourism to become leading enterprises in science and education tourism, improve the level of specialization, enrich science and education tourism products, upgrade standardized services, meet the social needs of science and education tourism, and attract social capital, technology, talents and services to enter science and education tourism. At this point, the market began to be subdivided, enterprises saw broad market prospects, and also had a strong driving force to develop the market. At the same time, they guide enterprises to develop healthily according to the standards of marketization, standardization, standardization and intelligence.
Theme 4:
Open resources
Gao: The development of science and education tourism will inevitably involve the opening of social resources. How do you think cultural venues, research institutions and high-tech enterprises in related fields should make use of their own advantages to develop science and education tourism?
Feng Jun: Let me give some examples of excellent science and education tourism products in Haidian District. Case 1: China Shipping Lv Zhi launched the innovative and entrepreneurial science and education tourism products for college students. The "scenic spots" of scientific and technological tourism are various scientific and technological enterprises and achievements. There are different product systems for scientific and technological innovation. Taking the theme of entrepreneurship as an example, there are ten theme modules-including visiting Venture Street, Entrepreneurship Sharing Meeting, Maker Making, and Entrepreneurship Summary. It is important to see the market direction clearly and understand the popular products. To this end, the trip will take college students and young entrepreneurs to visit cool technologies such as big data and driverless cars; Visit the entrepreneurial holy land where 3W Coffee, West Young Master and other entrepreneurial enterprises gather to feel the sense of entrepreneurial urgency; They invite real famous entrepreneurs to answer questions face to face for young entrepreneurs, collide with entrepreneurial inspiration in brainstorming games, and tap other abilities hidden in the body. Participants learn about entrepreneurial elements, learn successful cases and share successful experiences through sharing and visiting. In this process, technology and Internet enterprises become "scenic spots", exchanges with entrepreneurs and entrepreneurs become "experiences", participation in theme reality shows becomes "participation", and at the same time, various levels of entrepreneurship training are added, so that the depth and experience of technological innovation journey will be more perfect, and students' employment and entrepreneurial ability will be improved after the trip. From the perspective of education, the closed loop of "teaching+practice" will be completed.
Case 2: Qingcheng Ruixian Digital Technology Research Institute has better applied the in-depth experience mode of "knowledge+practice+thinking" to Yuanmingyuan, a vanished "garden of ten thousand gardens", and created a science and education tourism product of "Yuanmingyuan can also be Fun (fun)" for primary and secondary school students. School-based curriculum, historical and cultural research and digital modeling technology are concentrated in this set of "History actually has fun children" APP, and many interesting topics are set for children and parents to explore. I believe there will be more activities to attract more public participation in the future.
Huang: As a traditional scenic spot, the Summer Palace also has very successful cases. First, highlight the theme of royal cultural experience and design and launch four popular science experience activities. The second is to highlight the theme of protecting the world cultural heritage of the Summer Palace-ancient buildings, nature and ecological environment, and promote the characteristic popular science education activities. For example, the series of activities of "Zero Distance between Me and Ancient Buildings" is based on the maintenance and repair of ancient buildings, the understanding of the development of wooden structure and the interaction of artistic expression forms of colorful paintings of ancient buildings.
Wang: China is extremely rich in science and education tourism resources, but there are still problems of shallow and difficult development. There are four main problems:
First, the participation of science and technology enterprises is generally insufficient. The main problem is that most reception units do not have specialized personnel engaged in tourism reception; In addition, the lack of special exhibition venues is also the main reason that affects the normal opening.
Second, the science and education experience of popular science venues is insufficient. Popular science venues are an important force in developing science and education tourism, and their existing problems are mainly reflected in external development constraints such as "institutional defects" and internal development constraints such as "lack of experience". Due to institutional reasons, most science and technology museums are state-invested institutions, lacking continuity in maintenance, publicity and renewal. Only a few venues with large reception capacity and good benefits can develop healthily. In addition, the slow updating speed of types and contents of exhibitions or activities in popular science venues, insufficient updating of exhibition items, and less dynamic exhibition contents such as APP are also the main reasons that affect tourists' frequent visits. Although most of them have been "normalized", it is difficult to attract more tourists.
Third, the contradiction of study tour in educational institutions is prominent. Educational institutions have always been the main force of science and education tourism and an important platform for developing science and education tourism. For example, college tours have become more and more popular in recent years, especially in Peking University and Tsinghua, where the annual reception volume is more than one million. However, except Peking University, Tsinghua, North Campus and Geology, the scale of science and education tourism in other schools is generally small, with few highlights and insufficient attraction, and the enthusiasm of educational institutions to participate in science and education tourism activities needs to be improved.
Fourth, the exhibition space of scientific research institutes is limited. For scientific research institutions, it is an unshirkable responsibility to popularize scientific knowledge and carry forward scientific spirit. Therefore, most scientific research institutions are very happy to join the "normal" development of science and education tourism. However, due to the nature of the unit, most scientific research units cannot be open to the outside world all the year round, and only popular science days, open days and holidays can receive scientific and educational tourism activities. System limitation, lack of personnel and serious lack of tourism service facilities are the main development bottlenecks it faces.
Therefore, when all kinds of forces take the initiative to participate in science and education tourism, it is the most prosperous and brilliant era of science and education tourism.
Theme 5:
Haidian prospect
G: Science and education tourism is in the ascendant in China, and its future development prospect is very good. What are your expectations for the future development of science and education tourism in Haidian?
Wang: At present, the science, education and cultural tourism in Zhongguancun has been identified as the national service industry standardization pilot, and the science, education and cultural tourism in Haidian District is developing and growing. Therefore, it is necessary to consider the integration of resources and brand building with national standards, improve the incentive system and personnel training, improve the quality of publicity and marketing methods, and promote the scientific and educational tourism in Beijing and even the whole country to embark on a scientific, standardized and healthy development path as soon as possible. The future development direction of science and education tourism will be to satisfy people's desire for novelty, pleasure, truthfulness and beauty, provide diversified and personalized products continuously, and pay more attention to the diversified, personalized and experiential needs of tourists.
Huang: In the future, Haidian Tourism Commission will also increase the publicity of science and education tourism. At the same time, it will enrich products, expand the number of students studying abroad and attract more foreign children to attend summer camps in China. Haidian Tourism Commission will provide good services for more scientific, technological, educational and tourism enterprises.
G: The science and education tourism resources in Haidian District of Beijing should be very rich and unique. In recent years, it has been developed, produced, highlighted and experienced. In this field, Haidian District is in the forefront of the country. Sharing these experiences with other places will play an important role in promoting the rise of science and education tourism in China.
I still have some ideas about the future development of science and education tourism:
First, science and education tourism is the new normal of integrated development. It is a non-traditional tourism resource, that is, you have me and I have you. Can not be closed and independent, must be staggered.
Second, we should fully coordinate. The public welfare of institutions and enterprises serving the society will become more and more prominent in the future. The people have such demands, and the government will also make such demands on them. By advocating social service awareness, the awareness of open cooperation will be gradually enhanced, and the overall trend environment will be better and better.
Third, do a good job in propaganda and guidance, and constantly explore and innovate.
Innovation and development is an eternal topic. Science and education tourism is not a simple sightseeing tour, but a deep experience. In the process of development, we should find ways to deepen it so that everyone can learn more and gain more. In this way, the vitality of science and education tourism will last forever.