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Five Major Paths for Scenic Area Improvement and Development

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2025-01-25

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | Lvwei Culture and Tourism

Against the backdrop of a new stage of tourism development, tourist attractions are not merely tourist destinations that rely on tourism resources, attract tourists through corresponding tourism facilities and services to meet various needs and consumption such as sightseeing, leisure, entertainment, health preservation, exploration, and education, but also places where people pursue diverse life experiences. Trends such as resort-style, town-style, performing arts-style, night-time tourism-style, research-study-travel-style, amusement-style, and entertainment-style have emerged. Therefore, scenic area development needs to constantly inject fresh blood to avoid being eliminated by the tide of the times, and enhance the endogenous driving force of scenic areas based on optimization and upgrading.

Enhance landscape details and optimize functional space layout

No scenery, no scenic area. Beautiful landscape environment is a basic requirement for scenic areas, mainly involving sightseeing landscapes, leisure landscapes, and functional landscapes. It can be improved through ecological environment restoration, infrastructure landscape expression, and theme landscape design.

Enhance the landscape expression of infrastructure. In addition to meeting functional needs, infrastructure also needs to build core attraction. Leisure and ornamental value can be developed from the perspectives of materials, cultural symbols, and lighting, maintaining high coordination with the original scenery and cultural landscapes. Enhance appropriate theme landscape design. Based on the high-quality ecological environment and rich cultural resources of the scenic area, deepen the theme landscape design of the scenic area, and strengthen the theme atmosphere and influence of the scenic area through micro-upgrades and fine transformations.

In addition, the functional space and tour routes of the scenic area should also be optimized and adjusted according to the updates of consumption formats, changes in intelligent management, and tourist consumption habits. This mainly includes gathering and distribution functions, consultation functions, guide information functions, commercial service functions, tour experience functions, and other auxiliary functional areas. Scenic area space optimization can be considered from several functional perspectives, such as increasing leisure space, adjusting commercial space, and adding service nodes. It should focus on adjusting the zoning of the visitor center and the scenic area gate. For example, as the proportion of online reservations and ticket sales in the scenic area gradually increases, the proportion of the ticket service area at the entrance of the scenic area needs to be reduced.

The design of different routes within the scenic area will also bring tourists different sightseeing experiences and recreational experiences. At present, many scenic areas still have unreasonable route designs, such as obvious backtracking, unsmooth connection of scenic spots, inconvenient distribution of service facilities, and unclear spatial combination rhythm. Therefore, to a certain extent, scenic area improvement must also optimize routes.

Magnify the scenic area scene effect and enhance secondary immersive consumption

From a business perspective, the ultimate goal of scenic area improvement is to achieve the transformation from ticket economy to industrial economy. To attract tourists to the tourist attractions and increase related consumption, it is necessary to enhance the function of tourist attractions as tourist attractions. Lvwei Culture and Tourism believes that the secondary consumption products can be improved and the scenic area scene effect can be magnified through the four keywords of "advancement, innovation, empowerment, and extension".

Advancement: Enhance advantageous business formats. This refers to upgrading traditional businesses such as food (eating), improving accommodation (staying), cultural and creative consumption (buying), creative transportation services (traveling), and nodal experience projects (touring/entertainment). For example, food can be combined with cultural customs, celebrity anecdotes, and performances; hotels can innovate rural luxury theme hotels, folk inns, boutique homestays, youth hostels, self-driving/RV camps, suburban wooden houses, container holiday cottages, bubble hotels, space capsule hotels, etc.; scenic area roads can enhance artistic conception, innovate internal transportation tools, rest nodes facilities, and improve intelligent services.

Innovation: Add immersive business formats. Through artistic, technological, parent-child, performing arts introduction, event gathering, and expansion of research-study-travel, we can create cultural and creative Internet celebrity shops, virtual experience halls, night tour and night appreciation projects, parent-child experience parks, and miniature theaters, among which miniature real-scene performances and cultural and creative markets can break through the off-season tourism.

Empowerment: Ignite night-time and festival activities. This refers to quickly driving scenic area traffic and revenue through theme-based mobile commerce such as creative markets, street markets, and Internet celebrity markets, as well as festivals such as food festivals, beer festivals, music festivals, jogging festivals, Hanfu festivals, and national tide festivals. From a commercial perspective, it can also be called "event-type commerce".

Extension: Achieve online and offline integration. The purpose is to change from "on-site consumption" to "always-on consumption", from building offline commercial vouchers to building online consumption platforms.

Focus on scenic area technological innovation and enhance intelligent management and services

Scenic areas have entered the "smart era". With the continuous advancement of information technology, artificial intelligence, big data analysis, and sensing technology, scenic areas need to pay attention to scenic area technological innovation, especially in terms of immersive and experiential operations. At present, Ranlv Media, a subsidiary of Lvwei, is carrying out intelligent service work in scenic areas with intelligent operation as a priority.

Enhance intelligent services in scenic areas. With the further development of new generation information technology, tourism elements related to food, accommodation, transportation, tours, shopping, and entertainment will also form a more intelligent and higher-quality service system. For scenic areas, they should use information technology to improve the intelligent tourist service system, including electronic ticketing, intelligent guidance, information consultation, itinerary planning, and complaint assistance, so that tourists can understand tourism information anytime and anywhere, thereby improving decision-making efficiency, simplifying travel procedures, and improving services during the journey, achieving "one machine in hand, travel at will".

Enhance intelligent management of scenic areas. Scenic areas should rely on the Internet, Internet of Things, GPS, GIS, RS and other information technologies to set up video surveillance, passenger flow monitoring, location monitoring, and environmental monitoring facilities in passenger flow concentration areas, environmentally sensitive areas, and dangerous tourism facilities and areas. By establishing a smart management system for scenic areas, the visualization and intelligent operation of management processes including electronic ticketing, equipment monitoring, passenger flow monitoring, staff management, and environmental monitoring can be realized, thereby achieving scientific management and effective decision-making, and improving the ability to proactively predict and promptly handle risks.

Enhance the brand image of scenic areas and establish a three-dimensional marketing matrix

If the scenic area is a ship, brand marketing is the sail. At present, scenic area development has entered the era of brand competition, and the thinking of scenic area improvement also needs to actively carry out brand marketing and integrate accurate and three-dimensional marketing matrices. Marketing innovation has become a sharp tool for expanding supply and demand.

如果景区是船，品牌营销则是帆，目前景区发展已经进入品牌竞争时代，景区提升的思路中也需要积极开展品牌营销，整合精准的、立体化的营销矩阵。营销创新成为扩大供给需求的利器。

Brand building has been re-upgraded. Brands are lauded as the "core and soul of marketing." As a key factor in attracting tourists, they bear the responsibility of conveying a unique image and the appeal of tourism products. Behind every scenic area brand lies an image and philosophy that supports its products and services. As philosophies change and images improve, the brand image of scenic areas also needs timely shaping and updating. Based on years of practical experience and theoretical research in tourism planning, Greenview Tourism has proposed a theoretical framework for the integrated marketing communication system of tourism brands, dividing the system into four steps: brand building, brand packaging, brand communication, and brand management.

Improve marketing precision. New media has created countless possibilities for marketing. Leveraging trending topics, attracting traffic, utilizing influencer resources, and inviting high-quality broadcasters to conduct live streaming for product sales, scenic area recommendations, and cultural explanations, all help boost the popularity of the scenic area's IP brand.

Form a three-dimensional sales channel. Scenic area marketing should establish a parallel "online + offline" sales channel system. First, establish an official online platform, including the official website and WeChat account, focusing on online promotion and sales, and investing in the construction of an online service execution system; second, establish cooperation with third-party platform institutions, leveraging influential and widely-covered third-party platforms to achieve concentrated sales and extend brand partnerships.

Improve scenic area development efficiency, and adopt a proactive operational mindset.

After the COVID-19 pandemic, the tourism industry underwent a major reshuffle, and tourism development projects will pay more attention to the end-to-end integration capabilities of service providers. "EPCO" has become a highly efficient model for tourism investment and development. It is a general contracting model based on operational contracting, integrating investment, design, procurement, construction, and operation. Because EPCO adds an "O", it can effectively change the situation of "construction disregarding operation, and operation disregarding construction" often seen in tourism project development, greatly improving project efficiency, having good market adaptability, and being a more reliable contracting model for project implementation.

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