In recent years, Hainan's policies in the field of culture and tourism are favorable, and a large number of cultural tourism projects are laid out in Hainan, vying for a new market for tourism consumption in Hainan. Under the background of limited natural resources and scarce human resources, with the help of foreign cultural tourism projects, can Hainan change the traditional single "island+leisure tour" mode of tourism and become "Orlando of the East"? From "establishing a province through agriculture", "establishing a province through tourism" to "establishing a province through ecology", how should an international tourist island, which once had high hopes, become an international tourist destination?

First, the layout of large-scale cultural tourism projects Hainan tourism market

The wind comes from the sea and the tide rises to the south of the sea. Following the establishment of special economic zones, the construction of international tourist islands and other national policies, in 20 18, Hainan ushered in a major opportunity to build a pilot free trade zone (port) in China. In recent years, with the release of policy dividends, many large-scale cultural tourism projects have been laid out in Hainan market, which has become the "highlight" of Hainan's local tourism market with diversified product systems and brand-new creative gameplay.

Generally speaking, the cultural tourism projects currently investing in Hainan market are divided into two categories, namely, tourism performing arts projects and theme park projects. Tourism performing arts projects are represented by "Sanya's Eternal Love" and "Red Female Soldiers". The former is the fourth project of Song Cheng Performing Arts Group's "Eternal Love" series, which premiered on 20 13 and won the "Five One Project" award in Hainan Province. Now it has become a tourism performing arts brand and a "punch card" resort in Sanya. The latter is a red live performance project created by 20 18 Shaanxi Tourism Group in Sanya, which belongs to a rookie in Sanya entertainment circle.

At present, theme park projects are mainly located in Haikou and Sanya. Haikou, the capital of the north, has successfully attracted Chang Ying Group to settle in in recent years. Chang Ying Globe 100 Fantasy Paradise (hereinafter referred to as "Chang Ying Globe 100") has been built in the suburbs. The first phase of * * * opened four sections, namely Silk Road Adventure Zone, Light and Shadow Wonderland Zone, Magic Valley and Fantasy Children's World, to build a large-scale movie theme park in China. Haichang Group has built a dream ocean city that never sleeps in Haitang Bay, a newly developed "national coast" in Sanya (hereinafter referred to as "Haichang City that Never Sleeps"). With the theme of "Maritime Silk Road", a marine theme entertainment complex integrating cultural tourism, entertainment experience, interactive performance and commercial catering has been built.

In addition to the projects that have been opened and completed, cultural tourism projects that have been started or "officially announced" include Hello kitty theme park, Lego theme park, Discovery theme park, Lingshui R&F Ocean Happy World and other projects.

The completion of many cultural tourism projects will reshape the development pattern of Hainan culture and tourism industry. As we all know, Hainan, as the only tropical island province in China, is rich in tropical tourism resources. Since the large-scale development of tourism in the 1990s, "island sightseeing tour" has been the main mode of tourism development in Hainan, while cultural tourism and cultural tourism have always been the "soft spots" of tourism development in Hainan. The entry of cultural tourism projects can greatly enrich the types and contents of Hainan tourism products, form a development pattern of paying equal attention to natural sightseeing tourism and humanistic theme tourism, and become an important growth pole for the development of Hainan cultural tourism industry.

Second, the dilemma: congenital deficiency or business mistakes?

Is it really a good deal for large-scale cultural tourism projects to enter Hainan? Judging from the projects already in operation, the landing of cultural tourism products is not ideal. After half a year of operation, Chang Ying Global 100 laid off more than half of its staff. "Haitang Show" and "Impression of Hainan Island", which had been heavily planned before, have already stopped performing, and cultural tourism projects have encountered difficulties in landing in Hainan Island.

In fact, the development of large-scale cultural tourism projects in China has the characteristics of large investment, long cycle and slow effect. Take tourism performing arts as an example. At present, it is generally believed that 80% of the projects are in a loss state, 10% of the projects barely make ends meet, and only 10% of the projects achieve real profits. In addition, the development of cultural tourism projects is in trouble, which is also closely related to the poor local market and immature industry environment.

The first is the "congenital deficiency" of Hainan's tourism consumption market. In terms of consumer groups, Hainan has a population of 9 million, and there are few consumers. Hainan's tourist season is obvious, with few tourists every summer, and the business of cultural tourism projects can only last for half a year; At the same time, due to the high price and low income level in Hainan, local residents have weak desire for large-scale cultural tourism projects and limited consumption power. In terms of industry, Hainan is surrounded by the sea, isolated from overseas, with a narrow economic hinterland and a single industrial structure. As a comprehensive industry, tourism has a strong correlation with many industries and needs the cooperation and support of many industries, which Hainan with poor foundation does not have.

Second, there has been a "high fever" in tourism real estate's investment. In recent years, the investment in the tourism industry remains high, and the tourism industry is often easy to bundle marketing with the real estate industry to develop real estate in the name of developing tourism. All along, Hainan has shown excessive dependence on real estate, and the real estate industry once became the "pillar industry" of Hainan's economy. In recent years, the local government has been promoting the economic de-real estate, which is quite effective, but there are still some cultural tourism projects "enclosure" in the name of "cultural tourism", and some cultural tourism projects that set foot in Hainan market are from the hands of traditional real estate groups.

Third, mistakes in decision-making and management. Strategy determines success or failure, and some projects that have already landed have not been considered at the decision-making level first. Impression Hainan Island, a series of products landing on the west coast of Haikou, did not take into account the scale of Haikou's local tourism consumption market. Haikou itself is a transit destination for tourists rather than a typical tourist destination, and the conversion rate of tourists is too low. In addition, there are some problems in the process of project creation and development. The content of the performance lacks originality, the local characteristics are superficial, the cultural connotation is seriously lacking, and the technical form is single and similar, which directly reduces the attraction and popularity of the performance.

3. Question: How to build an international tourist destination?

In the process of developing tourism industry and introducing large-scale cultural tourism projects in Hainan, there is always a comparative case object-Orlando, Florida, USA. Orlando itself is an agricultural city, growing cotton and raising livestock. After World War II, the establishment of American space launch base ushered in new development opportunities for Orlando. After the 1970s, the arrival of Disney World, Ocean World, Universal Studios and other large theme parks made Orlando the most popular tourist destination city in the United States, and its international influence and popularity rose sharply. At the same time, the basic transportation facilities in this area have been vigorously built and improved, exhibition tourism and business tourism have begun to rise, and leisure tourism and theme park tourism have reached new heights. Until today, Oakland, which mainly sells happiness, is still the most active and popular tourist city in the United States. The data shows that the number of tourists in Orlando in 20 18 exceeded 75 million, making it the first tourist destination in the United States to exceed 70 million, including 68.5 million domestic tourists and nearly 6.5 million international tourists.

In terms of geographical location, climatic environment and industrial structure, Florida where Orlando is located is similar to Hainan Province. In order to realize the long-term development of Hainan theme parks and tourism performing arts projects, we can learn from Orlando's tourism model.

First of all, we should improve the construction of infrastructure. The construction of cultural tourism projects must be supported by perfect infrastructure. Among them, transportation infrastructure is the most important. Establish a multi-level tourist traffic direct system for different tourist groups such as tour groups, individual travelers and backpackers, focusing on solving the problems of inconvenient transportation and poor accessibility of cultural tourism projects in remote areas. At the same time, we will speed up the construction of the current "Feng"-shaped and "Tian"-shaped layout of expressways in Hainan Island, connect the cultural tourism resources in the eastern, central and western regions with expressways and tourist highways, and promote the exchange of information flow, people flow and logistics between the eastern and western regions.

Secondly, the project should go through sufficient market research. First, distinguish the market. In the creative stage, the creator should consider the market audience, whether it is aimed at local people, domestic tourists or other countries' markets, so as to create more accurate products for different markets; Second, accurate site selection. Site selection should consider the scale of the potential consumer market in the region, as well as the positioning and development direction of the city and region. For example, leisure cultural tourism products can be aimed at the big Sanya tourism circle, and young and family-oriented cultural tourism projects can choose Haikou, the provincial capital.

Specifically, for international tourists, it is necessary to create a highly recognized cultural tourism project. Taking tourism performing arts products as an example, the cultural symbols that best represent China and Hainan are selected to tell the themes with universal values such as love, justice, peace and growth, which can not only satisfy the curiosity of international tourists about oriental wonders and skills, but also arouse their feelings, so that international tourists can truly remember and understand local tourism products.

Of course, at present, the main source group of Hainan tourism market is domestic tourists. For domestic tourists, create a cultural tourism project with strong characteristics. Only by fully tapping the local cultural characteristics and essence can we attract the attention of domestic tourists.

First, there must be "heat". Keep up with the current social trends, give consideration to market demand in story interpretation, technology selection, creative creation and aesthetic orientation, and create products and projects suitable for young people to watch, participate deeply and enjoy socially.

Second, there must be "depth." The construction of cultural tourism projects should break through the real estate thinking, strengthen cultural thinking, combine cultural tourism projects with deep tours of tourist destinations, find memories and stories behind local cities, buildings and towns, strengthen themes and stories on the basis of ensuring the functionality of cultural tourism products, and then reshape the cultural tourism brand. For example, at the Wenchang Space Launch Center base, we will develop space tours and research tours, and promote the "integration of production and tourism" through knowledge popularization, teaching and research, training and exchange, and entertaining.

Third, there must be "breadth". Theme parks and tourism performing arts projects can be widely integrated with cultural and creative industries, competitive sports, festivals, exhibitions and other industries to promote the development of night tourism, rural tourism, marine tourism and leisure tourism.

Generally speaking, theme parks and tourism performing arts have great potential in Hainan tourism market. With the increasing integration of culture and tourism, theme parks and performing arts products will probably become a new model to lead the high-quality development of Hainan's tourism industry. Of course, a new climate is still brewing. With the help of various measures, we have reason to expect a tropical island to have more possibilities in the future.