Yintai Anti epidemic Story | [Business Chapter ⑧] Digging into Cultural Connotation to Bring Scenic Area Tourism to Life

During the epidemic, all scenic spots in the country were urgently closed to carry out prevention and control work. With the obvious improvement of epidemic prevention and control situation, spring is gradually warming up, and people's enthusiasm for traveling is increasing day by day. During the recent Qingming Festival holiday, the popularity of many scenic spots has started to significantly increase.

In this situation, how can we further strengthen the competitiveness of the scenic area and increase its attractiveness to tourists? Deeply cultivating local culture and history, presenting, interacting, and participating in a more vivid way, has become a common driving force for multiple scenic spots under Yintai Culture and Tourism Group.

Deepen cultural experience with technology

Located in the early spring region of southern China, Fangyan Scenic Area in Yongkang, Zhejiang is renowned for its natural landscape and historical landmarks. Among them, the "Hu Gong Temple Fair" with a long history, numerous participants, and rich content here often gathers high popularity. As a result, Fangyan Scenic Area has become the only scenic spot in the country that is open 24 hours a day.

In history, "Duke Hu" was a famous minister of the Northern Song Dynasty, Hu Ze. During his tenure, he was lenient in punishment and lenient in taxation, honest and upright, and had many achievements, which were widely praised by the people. After Hu Ze's death, he was highly respected by the world. Temples commemorating him have been established at his burial sites in West Lake's Old Longjing and Yongkang's hometown, where incense has been thriving for thousands of years. Every year from the beginning of August to the Double Ninth Festival in September, a 50 day long "Hugong Temple Fair" is held, during which thousands of tourists come to participate in temple fair activities every day. It is a large-scale temple fair and folk custom in Fangyan, Yongkang, centered around the worship of "Emperor Hu". It has a profound influence in Zhejiang, as well as in provinces such as Jiangsu, Shanghai, Anhui, Jiangxi, Fujian, and Guangdong.

Recently, in order to strengthen the cultural connotation of the scenic area, Fangyan Scenic Area has once again delved into this culturally rich scenic spot, combined with technological means, upgraded and created a new type of memorial hall that integrates cultural and tourism formats - the Hu Ze Memorial Hall.

The upgraded new memorial hall revolves around Chairman Mao Zedong's evaluation of Hu Ze's "serving as an official and benefiting the people". It collects and displays a large number of Hu Ze's life stories, poems, songs, and evaluations from later generations. Advanced 3D projection and mobile sliding technology are used to showcase the stories and deeds of ten Hu Gong's clean governance and pleading for the people, showcasing his spirit of integrity to visitors. At the same time, Hu Gong's poetry and Song Dynasty paintings are presented through video projection and motion capture interactive technology, allowing tourists to not only understand Hu Ze's integrity but also feel the beauty of ancient poetry culture. Combining with other cultural projects such as the Yongkang Intangible Cultural Heritage Program Exhibition introduced by the scenic area, the scenic area aims to create a core project that integrates anti-corruption education, educational research, and cultural exhibition.

In this interactive, entertaining, and comprehensive cultural experience, tourists will have a deeper understanding of the spirit of Duke Hu.

Similarly, the Yanmen Pass Scenic Area has also integrated relevant technologies to launch the "Yanmen Pass Cloud Tour" online 360 ° VR real-life experience project for free to tourists, allowing them to immerse themselves in the scenic beauty and experience the rich historical and cultural heritage of Yanmen Pass from the comfort of their homes. On the one hand, it satisfies the regret of people being unable to go out and play during the epidemic in a fun and innovative way, and on the other hand, it lays a certain foundation for attracting tourists to come and experience in the later stage.

Scene interaction enhances tourist engagement

To further make the cultural and historical scenes, stories, and interactions of scenic spots more immersive, and to increase the participation, interactivity, and interest points of tourists, it has become another important way to deeply cultivate the cultural characteristics of scenic spots. The Yanmen Pass Scenic Area has launched flash mobs and sitcoms such as "Mu Wang's Tour of the Pass," "Xiao Feng and Ah Zhu Reunion," and "Zhao Jun Leaving the Frontier." During the Qingming Festival holiday, it also launched promotional activities such as "Half price for Wearing Hanfu" and "Climbing the Great Wall with Warm Flowers and Visiting Yanmen".

Among them, the activity of wearing Hanfu originated from tracing the history of Yanmen Pass. As the practice site of Zhao Wuling King Hu Fu's horseback archery, Yanmen Pass in the long river of history has played a positive role in promoting the development and integration of Hanfu. In ancient times, besides offering sacrifices, hiking was also an important activity during the Qingming Festival. For this reason, people often wear pre made new clothes to admire flowers and fly kites together. Combining with the current young people's love for "Hanfu" and their expectations for spring outings, the Hanfu wearing activity in Yanmenguan Scenic Area has been very popular since its launch.

It quickly achieved good results: according to the "2020 Qingming Holiday Tourism Market Research Report" released by the Ministry of Culture and Tourism, the tourist reception volume of Yanmenguan Scenic Area during the Qingming holiday is much higher than the national average level of tourist reception data, and has recovered to about 60% of the Qingming holiday revenue in 2019.

In multiple scenic spots under the Yintai Culture and Tourism Group, there is also a rich history of hero culture. In the Yanmen Pass scenic area, heroes such as Yang Jiajiang and Huo Qubing are well-known throughout the world. Their stories of sacrificing themselves for the people and defending their country are well-known; In Fangyan Scenic Area, multiple attractions such as the Monument to the Martyrs of the Anti Japanese War, the Unity Anti Japanese War Tree, the patriotic education base Liu Ying Martyrs Cemetery, and the Revolutionary Memorial Hall are infused with the blood of red culture

In order to inherit these heroic cultures and pay tribute to the medical staff who are fighting against the COVID-19, Yintai Culture and Tourism Group announced that all its scenic spots are open to medical staff all over the country for free. This measure, which was announced as the earliest free reception for medical staff in China, has attracted the attention and coverage of many media outlets, and has also driven the recovery of scenic spot tourism volume.

Whether it is the re presentation of traditional culture through technological means, paying tribute to current heroes through practical actions, or integrating cultural participation activities into promotional activities, from the perspective of implementation effects, cultural characteristics have become an important competitive advantage for scenic spots to continuously attract tourists.

Both mountains, waters, and scenery are beautiful, but only by integrating eye-catching and vivid cultural experiences, as well as delicate and thoughtful cultural services, can the tourism experience of the scenic area be more rich and meaningful.

Yintai Anti epidemic Story Series

【 Business Chapter ⑦: A 168 kilometer Challenge with Only One Person [Business Chapter ⑥] Using Rigid Needs as a Breakthrough [Business Chapter ⑤] "Wherever the customer is, the service is there" [Business Chapter ④] Activating the Community, Enhancing Customer stickiness [Business Chapter ③] Strengthening Premium Services to Live Up Customer Trust [Business Chapter ②] Internal and External Linkage to Help Brands Help Promote Explosive Products [Business Chapter ①] Live Streaming Sales to Strengthen the "Home Economy" Market [Care Chapter] @ Love Together, Heart Together [Prevention and Control Chapter] "Life and Death Matter, Intime Must Be Responsible!"