Reflection On Lijiang Jedi Under The Severe Setback Of Epidemic Situation: What To Play In The Next Ten Years?

"We hope that tourists who want to come to Lijiang in the future will not ask where is the best to see, but what is most worth seeing." After visiting the bustling ancient city of Lijiang and watching the performance of impression Lijiang at the foot of Yulong Snow Mountain, he Yunyan, from the Art Department of Lijiang culture and Tourism Bureau (hereinafter referred to as Lijiang Municipal Bureau of culture and Tourism), who went to check the epidemic prevention and control work, told the 21st century economic reporter.

After the relief of the epidemic situation, cross provincial tourism has been opened up. Yunnan, a big tourism province with cool and pleasant climate, has been favored. Lijiang has gradually recovered its popularity since July. Over the past few days, the greatest feeling of the 21st century economic reporter is that the government, the inn, the bar and the performance operators are trying to get through the last kilometer in the hearts of tourists.

Under the restriction of 50% tourist carrying capacity and no more than 30% attendance rate of cross provincial tourism scenic spots, whoever can occupy the mind of tourists will win the chips for future development in the "post epidemic" era. What's more, Lijiang ancient city, which was seriously warned and rectified by the National Tourism Administration for violation of regulations in 2015.

Like other cities with tourism as the pillar industry, Xinguan pneumonia has a serious impact on Lijiang tourism. In the first half of this year, Lijiang received 6.92 million tourists, a year-on-year decrease of 74%; the total tourism revenue was estimated to be 13.4 billion yuan, a year-on-year decrease of 76%.

Last year was the first year that Lijiang's tourism revenue broke through the 100 billion mark for the first time. 107.8 billion yuan accounted for 1 / 10 of the trillion tourism revenue of Yunnan Province, with a year-on-year increase of 8%. The number of tourists in Lijiang also exceeded the 50 million mark, with a year-on-year increase of 16%.

During the period of tourism in jialijiang, it is more convenient for tourists to reflect on the epidemic situation, and let the tourists who don't want to go to the peak with technology to solve their complaints.

Lijiang has been the gold lettered signboard of world cultural heritage for more than 20 years. In the next decade, Lijiang hopes to have a new IP to help it become a tourism gateway and distribution center in western Yunnan and become a world-class tourism destination.

From paying more attention to tourism than culture to integrating culture and tourism, the rise of new Lijiang needs cultural power.

Smart tourism encounters "embarrassment"

Although as early as September 2016, the national tourism resources planning and development quality assessment committee issued a notice to withdraw the serious warning punishment for the 5A grade scenic spot of Lijiang ancient city, it was seriously warned by the National Tourism Administration in 2017, and it was not rectified until November 2019. For the ancient city of Lijiang, the wangpai scenic spot in Yunnan Province, complaints have become a top priority.

"Maintain the high pressure situation of tourism market regulation, pay close attention to the key links of tourism consumption, highlight the key problems of operating tourism business without permission, unreasonable low-cost tourism, soliciting tourists and calling customers, and the service quality of scenic spots, etc., and strictly investigate and deal with them in accordance with the law." Lijiang Municipal Bureau of culture and tourism said in a written reply to the reporter of the 21st century economic report.

Lijiang ancient city protection administration can be said to use all means to provide tourists with complaint channels.

Offline, in the most bustling place in the ancient city, the comprehensive management service center of the ancient city in the middle of East Street and Xinyou street, visitors can directly come to the door to complain and consult. 21st century economic reporter saw at the scene that the tour court has also moved to the service center. "We have hired excellent lawyers from Dayan Institute of justice to come and deal with tourist complaints whenever necessary." Lijiang ancient city protection administration deputy director Mu Sheng said.

In order to make it convenient for tourists to reflect their problems anytime and anywhere, there are three tourist service centers and six consulting service points in Lijiang ancient city. During the peak period of summer vacation, there are also 100 volunteers who sign up for participation by government staff to answer tourists' questions.

"If tourists buy fake and shoddy products, they often give up because of the long processing time. The Lijiang municipal government took out 100000 yuan of compensation to pay in advance, and the operator will make up for it after the investigation is clear. " Mu Sheng said that if you are not satisfied with the consumption in the ancient city, you can return the goods without reason within 30 days. Such a strong compensation mechanism creates a precedent for Yunnan tourism.

More technology is being used online. "A mobile phone tour of Yunnan" app also has a channel for tourists to complain. "As long as tourists complain on it, the tourism authorities will solve it as soon as possible." Said Mu Sheng.

There is a two-dimensional management system in the ancient city of Lijiang. It has three functions: business registration and certification system for business operators, government travel management function and tourist complaints. The 21st century economic reporter randomly scanned a bamboo market store called Lijiang sijixin Trading Co., Ltd. and found that the star rating was 9.7, and the name of the operator and the business content: flower cake and non-staple food. There are also comprehensive comments on the store: civilized volunteers and community service, totaling 4 hours. Heritage protection and industry knowledge and skills were improved for 1 class hour.

However, as no one told me in advance, the 21st century economic reporter entered many stores in the ancient city, and did not notice the QR code on the door. Mu Sheng said that the use rate of tourists of the QR code is not high at present, which is mainly used by managers and operators.

Similarly, smart tourism has encountered a lot of practical and display embarrassment in practice.

Lijiang Tourism Bureau told reporters of the 21st century economic report that the local promotion force of "a mobile phone tour in Yunnan" is not strong, and the landing service is not smooth. The same problem is encountered in the development of the tourism platform by the local government. Shaanxi yunchuang Network Technology Co., Ltd. said that the province's cloud travel app users download less. Tourists usually travel to a place for up to 7 days. After leaving, they often unload or even do not install them at all. Local people have no need to install it. "Mobile phone operators" also need to think more about how to reach the destination.

In the interview, Lijiang ancient city protection administration covers all aspects of smart scenes, including smart management, smart service, smart tourism and smart innovation. When other scenic spots are still developing industry systems, the administration has put on the integrated management system, putting fire protection, environmental protection, tourist guidance, bar noise monitoring and other systems on one platform, and the background can be switched at any time.

However, the excessive use of scientific and technological means in practical operation still appears "acclimatized".

Xiaoli and Xiaojiang are two robots in Naxi costume. Shuangli and Shuangli appeared in the ancient city to serve the tourists. "Robot guidance can only engage in simple tourist consultation, and can not meet the deep level service of tourists. What's more, it has no legs and can't walk the stone road in the ancient city. " Said Mu Sheng.

There are also "contactless" smart toilets in the ancient city. The display screen outside the toilet door shows the number of people going to the toilet, as well as specific indicators of nitrogen and humidity. Toilet door can be untouched, button out paper. However, the 21st century economic reporter is too smart to ask for help. After a question, it was found that 90% of the toilet users needed special guidance. The number of cleaners changed from two to four in one toilet, which increased the labor cost.

"We've transformed a smart hotel, and we've been cleaning our faces all the way in. But there are many Liuhe gates in the ancient city, so it is very troublesome to transform them. " Mu Sheng said that there is also a bright kitchen system supported by science and technology. Tourists can see the transparent glass kitchen. However, it is too difficult for 560 self-employed restaurants to trace the source of ingredients in each restaurant.

There are also 5g application of unmanned sweepers, patrol vehicles, etc., due to the limited scope of application, at present in the ancient city mainly display.

"When it comes to practical use, we should pay more attention to function." Said Mu Sheng.

"Lijiang" discovered after 20 visits

Technology is just a way to get closer to tourists.

In order to really enter the hearts of tourists and let Lijiang get rid of the unfair label of "the city of sexual encounter", culture is the soul attached to tourism.

Entering from the door at No. 222, lower section of Bayi street, Lijiang ancient city, is an old courtyard. The 65 year old aunt Cao first asked the 21st century economic reporter, who is a tourist, to wash his hands. Then she cut the konjac like jelly into her hands and put it in the reporter's hand. Then she taught the reporter to wrap the pepper and swallow it. If it's really hot and crisp, this snack is called palm jelly. Then, the cakes and sweet soup with butter all gave the reporter a unique taste of Naxi food. But it is not delicious food, but the map of tea horse ancient road drawn by Aunt Cao, and the story of her re opening up the ancient tea horse road in Lashihai.

Zhang Jie, a guest from Beijing, told the 21st century economic reporter that he had visited Lijiang more than 20 times as he took outdoor photography with his team all year round. But after the reporter walked into aunt Cao's yard for the first time, he found that he was far away from the real local traditional culture and food culture.

The ancient city of Lijiang, April 2020. People's vision

As a reporter, he has been living in the town for a few days.

In the ancient city of Lijiang, there are now 29 cultural courtyards with cultural, historical, and museum exhibitions. But why do many people just remember Lijiang's beautiful appearance?

"Culture needs experience and participation. We can't ask tourists to understand Lijiang's history, nationality, region, red, intangible cultural heritage culture, etc., but as local people, it's unreasonable not to understand and inherit their own culture. Only when every Lijiang person becomes a cultural ambassador can tourists feel the diversified Lijiang culture. " He Yunyan told reporters of the 21st century economic report.

He Yunyan graduated from the Department of fine arts, Xiamen University, majoring in new media. She went back to her hometown after passing the civil service examination. From 2016 to may 2019, she was transferred to Jinjiang Bai township government of Gucheng District of Lijiang City as a publicity committee member and chairman of the women's Federation, in charge of poverty alleviation, culture, publicity, tourism, etc.

"At first, I went to ask teachers of painting and calligraphy and photography to hold a lecture hall for the peasants, but I found that no one came to listen to me. This forced me to change my way." He Yunyan said.

She began to design the farmers' games, so that the villagers drought resistance, water, thread, experience the joy of participation. The village likes to sing Jinjiang folk songs, but the popularity is low. She wrote songs such as "Jinjiang love" and "Jinjiang March 3" by herself, and held a Jinjiang song festival for the masses to enjoy and sing. "I used to pay them to dance, but they didn't come. Now, in order to get the place, they went to ask the teacher by themselves, and they were studying at two o'clock in the morning. Even Dali people have come to sign up for the song festival. " Happy with Yunyan.

From the song festival to the peasant Art Troupe, he Yunyan, who has fully mobilized the enthusiasm of the masses, has become the "best propagandist in the ancient city area" by the Dayan sub district office in Dali.

In March this year, after being transferred to the Art Department of Lijiang Municipal Bureau of culture and tourism, she is designing a number of ancient city cultural tourism routes, hoping to provide more tourists to Lijiang to choose when there is an epidemic evacuation on national day.

From the emphasis on tourism to the integration of culture and tourism. According to the work report of Lijiang municipal government, in 2018, the added value of the city's cultural industry was 2.05 billion yuan, a year-on-year increase of 6%. Last year, the city's cultural and tourism development was deeply integrated, and the added value of cultural industry reached 2.88 billion yuan, an increase of 10%. Compared with Lijiang's tourism industry, the proportion of cultural industry is too small. According to the plan of Lijiang municipal government, this year, Lijiang should dig deep into its cultural connotation and enhance its cultural charm. The added value of cultural industry will increase by 15% year on year.

Lijiang style warmth