Creating Characteristic Tourism Brand and Promoting the Rapid Development of Industry

Liangzhou has a long history and splendid culture. Since Emperor Wu of Han Dynasty opened four counties in Hexi, it has been an important political, economic and cultural center in Hexi and even the northwest region, and is known as "Four Cool Beijing, Hexi Metropolis". For thousands of years, the ancestors living in this fertile land of Liangzhou have created unprecedented historical civilization and left rich cultural heritage, such as Leitai Han Tomb, Tiantishan Grottoes, Confucian Temple, Snail Temple, Haicang Temple, Ancient Bell Tower, Baita Temple, Tongbenma, Xixia Monument and so on. These cultural heritages not only record the wisdom and great creative spirit of Liangzhou people, but also lay a good human resource for the development of modern tourism. Judging from the total amount of tourism resources, the accumulation of "quantity" has been completed at present, but there are still many problems to realize the pattern of "scale, brand and benefit" in tourism development, such as lack of big tourism planning, "small, weak, scattered and poor" tourism development, insufficient creation of tourism quality products, and insufficient follow-up force in tourism development. How to integrate resources, create tourism fine products, develop tourism brands with distinctive advantages and core competitiveness, implement the strategy of fine products and build a strong tourism economy area has become the primary problem we think and solve. First, accurate positioning and establishment of core tourist attractions The history of tourism development tells us that a country or a region can hardly prosper without unique tourism products, complete tourism equipment, good tourism environment, tourism services and security. Characteristic is the soul of tourism. Although Liangzhou is rich in tourism resources, it is still in a small, weak, scattered and poor situation due to the lack of big planning and development, which leads to the long-term lack of competitiveness, charm and vitality of Liangzhou tourism products in the domestic and foreign tourism markets. Therefore, the development of tourism in Liangzhou must create a distinctive tourism brand. We should rely on all kinds of ancient and modern cultural heritages to dig deeply into the "five cool" culture, Xixia culture, Tianma culture, folk culture, Buddhist culture, food culture and so on. , and based on the distinctive regional characteristics of tourism culture, accurate positioning, overall planning, system development, and create a distinctive tourism brand. So, what is the core scenic spot of Liangzhou tourism? How to develop and build more distinctive advantages and core competitiveness? The so-called core scenic spot is a relatively mature tourist scenic spot with outstanding characteristics, rich connotation, large scale, certain popularity and radiation-driven effect. In recent years, we have issued many business cards, such as "China Tourism Symbol Capital", "China Wine Town" and "Tibet is the historical witness of China's territory", to promote the open development and economic development of Wuwei. These business cards are based on the most attractive and appealing tourist attractions and industrial advantages in Liangzhou. Among them, "The Landmine Terrace Unearthed from Tongbenma, a tourist symbol of China" and "Baita Temple, a historical witness of Tibet's inclusion in Chinese territory" are distinctive and influential scenic spots in Liangzhou. Moreover, through planning and development in recent years, it has begun to take shape, and the famous Mogao wine production base is located in the eastern eco-agricultural tourism development zone. Therefore, the core tourist attractions in Liangzhou can be Leitai tourist attraction and Baita Temple tourist attraction in a small sense, and the eastern eco-sightseeing agricultural tourist area in a large sense including Baita Temple, Tiantishan Grottoes, Mogao Grottoes Grape Corridor, desert park, Antelope Green Food Garden, Great Wall Ruins, Tengger Desert and other human and natural resources. Therefore, in the construction of tourism products in Liangzhou, Leitai and Baita Temple should be the core, and Wuwei tourism brand products should be given priority, and the brand should be called for to radiate the overall situation. Second, highlight the characteristics and cultivate quality tourism for the market. First of all, there must be scenic spots that can attract tourists, so as to drive passenger flow and bring logistics and currency flow. In today's increasingly fierce competition in the tourism market, without well-known tourism products, it is difficult to gain a foothold in the market, let alone develop. Therefore, Liangzhou tourism must build a number of high-level tourism brand-name products with strong attraction in domestic and foreign markets, and give full play to its resource advantages and competitive advantages. Tourism brand is the inevitable reflection of the importance of product quality itself, and product quality is the foundation of brand. Comrade Deng Xiaoping once pointed out: "We must have our own fist products and create China's own famous brands, otherwise we will be bullied." This shows that brand and quality is a strategic issue, which reflects the image of products from one side. Liangzhou has obvious advantages in developing tourism. A large number of irreplaceable, unrepeatable, high-content and great development value tourism resources are the biggest advantage of Liangzhou in developing tourism economy. With the deepening of the development of the western region and the implementation of the spirit of the Third Plenary Session of the 16th CPC Central Committee on coordinating urban and rural areas, regions, economy and society, man and nature, domestic development and opening to the outside world, we should pay close attention to the construction of tourism quality products in Liangzhou, carefully plan, design, construct, manage and serve, and promote development with quality products. And bring benefits with high-quality products, which is the top priority of current tourism work and the need to give full play to the advantages of tourism resources and realize the sustainable development of tourism in Liangzhou. First of all, we should build Baita Temple into a historical witness of Tibet's incorporation into Chinese territory, a national education base for national unity and patriotism, a cultural relic protection base and a cultural tourism scenic spot, and tap the great potential of Baita Temple as a tourism brand to drive the tourist area in the east of the city; At the same time, it is necessary to build a regional tourism center connecting the urban area, Tiantai Mountain Grottoes and radiating the eastern part of the city, and develop emerging high-grade tourism products such as Lianhua Mountain Scenic Area and Xiying Yaowangwen Mineral Spring. Secondly, we should optimize and upgrade the existing tourism products as soon as possible to create a number of tourism products with different characteristics and complete categories. Third, vigorously develop the eco-agricultural tourist area in the east of the city, which is the strategic focus of Liangzhou tourism to achieve sustainable development. As the leading industry in the development of tertiary industry, the key to realize the leap-forward goal of tourism economy lies in attracting tourists, increasing the number of tourists and the number of visits, and the core lies in extending the number of days of stay in order to expand comprehensive consumption. Undeniably, traditional tourist attractions such as Leitai, Confucian Temple, Baita Temple and Tiantishan Grottoes have made positive contributions in the historical process of Liangzhou tourism development, and will continue to play their roles now and in the future. However, with the development and changes of the tourism market, people's tourism needs have shifted from single sightseeing to participation, entertainment, experience and leisure. Traditional tourism products just can't meet this demand of tourists, and it is unlikely that they can increase the number of tourists, prolong the cold stay and increase the comprehensive consumption of tourism. The development of eco-tourism in the east of the city provides us with the possibility to achieve this goal. Because, Chengdong Eco-agricultural Sightseeing Tourist Area is a comprehensive tourist area including historical and cultural sightseeing area, agricultural science and technology demonstration area, desert oasis sightseeing area, exotic animal viewing area, desert hinterland exploration area, desert ecological viewing area, farming and catering cultural area and Mogao tourist resort. The construction of this scenic spot can not only serve as an extension of Liangzhou's historical and cultural tourism, but also enrich the content of Liangzhou's tourism, make up for the shortage of Liangzhou's tourism, and provide tourists with a brand-new tourism experience. In the development of the eastern eco-agricultural tourist area, we should take natural culture as the basis, historical culture as the support, life culture as the core, highlight the three cultures, embody the combination of entertainment and achieve the purpose of experience. By letting tourists "explore the past, experience fashion and enjoy nature", they can feel the leisurely and cheerful rhythm of life experience, the fresh and beautiful natural ecological environment and vivid and rich tourist cultural elements, thus forming a large-scale tourist resort with the theme of health experience, integrating sightseeing, leisure and entertainment, recuperation and fitness. Third, to form a joint force, * * * To build an "aircraft carrier" of Liangzhou tourism and a brand of Liangzhou tourism requires the efforts of the whole society, which must be done within the whole region. Grasping tourism means grasping the economy, grasping tourism means grasping the central knowledge, forming an overall joint force, and vigorously developing Liangzhou tourism products in various forms. In the future, tourism in Liangzhou should be resource-based, market-oriented, open as an opportunity and driven by innovation. Cultural drive and other measures to restore and enhance the historical and cultural landscape, develop and integrate existing tourism resources, accelerate the formation of tourism regional centers, and further enhance the core competitiveness of tourism. It is necessary to focus on the two main lines of history, culture and natural ecology, establish the focus of tourism development, strengthen the construction of basic service facilities, create a national-level tourism boutique landscape (area), and completely change the current development pattern of "small, weak, scattered, poor" and "poor"; We should concentrate on developing high-quality tourism growth centers through the development and diffusion of tourist attractions (spots) that can promote the transformation of resource advantages into product advantages and market advantages. First, make a high-standard, high-level and high-grade overall planning for Liangzhou tourism to form an overall blueprint for development. Under the guidance of the overall planning, we will focus on planning fine tourist attractions, tourist routes, characteristic cultures and tourism projects. Tourism development planning should be linked with national economic and social development planning, coordinated with regional development planning and annual implementation plan, and combined with the planning of construction, transportation, forestry and other related disciplines, so that tourism resources can be rationally developed and effectively protected. Second, we should emancipate our minds, renew our ideas, take the road of "exchanging resources for funds and markets for investment", and establish a socialized and market-oriented tourism investment system that pays equal attention to both internal and external sources and broadens financial resources. It is necessary to change the old practice of "developing as many projects as there are resources, and building as many projects as there are", establish a new concept of tourism development of "talking about projects first, and then finding ways to raise funds", actively attract foreign capital, private capital and financial resources, and solve the funding sources of tourism development through multiple channels, so as to form a government, departments, enterprises, society and individuals to gather salaries, * * * build a boutique tourism scenic spot, and * * * create a good tourism in Liangzhou. Third, we should dig deep into the cultural connotation of tourism resources. Tourism economy is characteristic economy, characteristic is the soul of tourism, and culture is the foundation of characteristic. Only with the help of cultural connotation can the construction of tourism fine products be more attractive and vital. The construction of tourism culture should strengthen the construction of tourism destination culture, the cultivation of tourism scenic spot culture and the development of characteristic culture. Therefore, in addition to refining the scenic spot culture, we should also strengthen the study of Xiliang culture in the main body, supplemented by the witness of historical and cultural cities: Liangzhou architectural culture (ancient city, temple, garden former residence, tomb relics) and epigraphy culture (bronzes, inscriptions, coins, rock paintings, etc.). ), grotto culture (painting, sculpture, architecture and other grotto arts in the Tiantishan Grottoes, the origin, development and influence of grottoes), Buddhist culture (famous temples, eminent monks, lectures and preaching), Xixia culture (Xixia language, Xixia cultural relics), folk customs and food culture, so as to improve the cultural added value of tourist attractions and enhance the vitality of tourism products in Liangzhou. Fourth, implement brand integration, make the tourist attractions form a relatively close union, unify the brand image of Liangzhou tourism, and meet the challenges of the market. This can integrate tourism resources, reduce operating costs, expand the scale of tourism, and allow tourists to visit more scenic spots in a limited time. Liangzhou is rich in cultural tourism resources, but the scenic spots are relatively scattered, and the products provided to tourists are fragmented, fragmented and monotonous. The internal structure of the products is not reasonable enough, and there is no interactive, participatory and wonderful content, which makes it difficult for tourists to have a high-quality tourism experience and meet their expectations. Many tourists come here and return disappointed, which directly affects the establishment of Liangzhou's tourism image. Many people think that Liangzhou has many national and provincial cultural relics, which are considered as the capital for developing tourism. In fact, cultural relics and tourism resources are different. This is because tourism is a market-oriented industry, and the consumption of tourists determines the supply of tourism products. Some historical sites have great charm from a professional point of view, but from a tourism point of view, some cultural relics are too old to attract tourists and meet the market demand. Therefore, according to market demand, we must carry forward history and culture, package and develop cultural resources, at the same time, select a number of scenic spots with market demand and attract tourists' attention for development and construction, integrate existing tourism resources and implement brand integration, so as to promote the development of tourism in Liangzhou. Therefore, when building high-quality tourism products in Liangzhou, it is necessary to plan from a high starting point, invest from a high starting point, build with high quality, and carry out overall development according to its connotation and characteristics, so as to make it a brand scenic spot with complete functions, outstanding features, rich connotations and beautiful scenery, with Leitai and Baita Temple as the leading scenic spots. Taking fashion eco-tourism, knowledge-seeking scientific research tourism, characteristic cultural tourism, experience adventure tourism, healthy sports tourism and warm rural tourism as the main body, taking chengdong eco-agricultural sightseeing tourism and western medicine Wangwen hot spring holiday tourism as the two wings, we will build a tourism development alliance, big linkage, big industry and big tourism pattern in Liangzhou, and jointly build an "aircraft carrier" for Liangzhou tourism.