The project charges extra for unregulated soliciting … The over-commercialization of scenic spots is annoying.
□ Our trainee reporter Zhang Shoukun
□ Our reporter Chen Lei
"Entering the ancient town, there are red willow barbecues, stinky tofu, big squid, milk tea and handicraft shops everywhere. The signboards are similar and the architectural styles are roughly the same. The difference may be only the address on the postcard." Mr. Zou from Shaoxing, Zhejiang, spoke out.
Mr. Zou has just finished a trip to an ancient town, but he has a poor sense of this trip because the commercial atmosphere of the ancient town is too strong — — I wanted to feel the history and culture quietly, but I kept hearing the cries of selling.
There are not a few people who feel the same way as Mr. Zou. The reporter of "Rule of Law Daily" recently found on some social platforms that many tourists complained about the over-commercialization of scenic spots this summer, including a large number of shopping places in the scenic spots, a large area and poor business order; The commercial street is too long, the landscape quality is poor, and there are widespread problems such as unclear price tag and poor service quality. There are many advertisements, which affect the tourism quality of scenic spots … …
A number of experts interviewed by reporters pointed out that although some places are rectifying the over-commercialization of scenic spots, they mainly ban commercial areas and advertisements, which does not touch the core of the problem. The root of over-commercialization of some local scenic spots mainly lies in the confusion of tourism development system and mechanism. Therefore, the ultimate goal of rectification should be to straighten out the system and mechanism of tourism development and stimulate the motivation and vitality of high-quality tourism development.
There are many names of scenic spots.
Tourists are disappointed and vomit.
Liu Yi, from Zhengzhou, Henan Province, recently drove to a 4A-level scenic spot in Guangxi for a few days. She was disappointed with this trip, and it was also because this scenic spot was too commercialized.
"Tickets for scenic spots in 80 yuan, if you drive into the scenic spot, you have to pay another parking fee; If you take the scenic through train, you have to pay the 50 yuan fare. Here, we can only go to the inn for dinner, and the boss will always recommend special dishes. If we don’t order the recommended dishes, we will be embarrassed. A chicken 160 yuan and a bamboo rice 20 yuan are very small, not enough for one person to eat. " Liu Yi said.
Some bloggers shared their experience of going to a scenic spot in Qinghai on social platforms: private cars can’t drive directly to the gate of the scenic spot, and tourists have to spend 30 yuan to buy bus tickets for the scenic spot, and the ticket money is not included in the scenic spot package.
"The online celebrity small train ride experience in the scenic spot is bad, and the charge is 50 yuan. Originally, there were 4 people in a row of 3 people without a fortress; Although the staff said it would run every 15 minutes, in fact, people would not leave until they were full. The destination of the small train return journey is still some distance from the scenic spot. If you don’t want to walk back, you have to spend 5 yuan money to take a battery car. There is also a sightseeing tower in the scenic area, a few kilometers away from the lake, only 4 floors, and the fee is 20 yuan. " The blogger wrote.
At the bottom of this blog post, many netizens commented that "the excessive commercialization of scenic spots has damaged the tourists’ experience", but some netizens also suggested that "if the scenic spots are not commercialized, it will be inconvenient for tourists to eat and travel".
So, does the scenic spot need to be commercialized? According to Qi Xiaobo, assistant director of Tourism Research Center of Institute of Geographical Resources, China Academy of Sciences, it is necessary to commercialize scenic spots.
"With the increasing demand of consumers for high-quality tourism products and special leisure services, the scenic spots need to increase diversified commercial elements accordingly. From this perspective, the scenic spot really needs commercial elements as service packages and characteristic experience products in the development process. " Qi Xiaobo said that in addition, tourism and leisure itself is a commercial service, so the scenic spot cannot be separated from the implantation of commercial elements, which can increase the income of the scenic spot and pursue the maximum economic benefits of the scenic spot. At the same time, many scenic spots can provide commercial space and platform, help the sales of agricultural special products, increase local employment, radiate surrounding tourism services, etc. by increasing commercial elements and prolonging the stay time of tourists, so as to promote the common development of surrounding people and regions and realize the social driving benefits of scenic spots. However, in the process of commercialization, scenic spots must not be excessive.
Over-exploitation of interests only
Affect the long-term development of scenic spots
The reporter combed some netizens’ comments on the over-commercialization of scenic spots, and found that what many tourists care about is not the commercialization itself, but the stereotyped shops, projects only for making money, unregulated soliciting, and poor quality of goods, which have affected people’s travel experience.
Ms. Hu, who traveled to Guizhou in August this year, spoke on the social platform, saying that the clothing used for taking pictures in scenic spots is only quantity but not quality, all of which are identical clothes and props, and the technical level of photographers and makeup artists is uneven. I wanted to feel the original ecological lifestyle here, but when I came down from the observation deck, I saw almost all hotels, only a few old houses.
Wang Tianxing, member of the Committee of Experts on the Rule of Law of the Ministry of Culture and Tourism and deputy director of the beijing international studies university Cultural Tourism Policy and Regulation Center, told reporters that many shopping stores in some scenic spots do not strictly control the quality of goods, and most of them are fake and shoddy products, and some even use toxic or discarded materials to make so-called special foods. In some places, some so-called museums will be added, which have no decent exhibits, just to increase the stay time of tourists and induce them to buy tickets further. Some museums are actually specialty stores with changed names.
According to Zhang Jing, a lecturer at Hulunbeier College, the over-commercialization of scenic spots will destroy tourists’ sense of experience and bring negative comments to the scenic spots, which will easily make the scenic spots lose potential tourists and affect the sustainable development of the scenic spots.
"Overloaded over-commercialized operation mode is likely to cause unsustainable ecological environment of scenic spots, and this kind of damage is often difficult to repair. Excessive commercialization of scenic spots will make the scenic spots lose their uniqueness, and will also negatively affect and destroy the local residents and culture of the scenic spots. In the process of excessive commercialization, the scenic spots will lose their comparative advantages and destroy the original cultural heritage, so it is difficult for the scenic spots to develop further and fall into a vicious circle. " Zhang Jing said.
Li Jing, an associate professor at East China University of Political Science and Law, pointed out that the commercialization of scenic spots can increase income, so that some cultural heritages that are on the verge of disappearing can be preserved due to the injection of maintenance funds. However, if the operators are tempted by economic interests, they may over-exploit the resources of scenic spots, but they may destroy the authenticity of cultural heritages in the scenic spots.
"In the process of over-commercialization of tourist attractions, precious cultural heritages such as folk art forms and national characteristics are packaged into various tourism products out of context, which undermines the integrity of cultural heritage." Li Wei said.
Clear positioning and strengthen rectification
Scientific guidance and standardized governance
In order to rectify the over-commercialization of scenic spots, many places across the country have taken action.
As early as 2019, the Ministry of Culture and Tourism deployed actions to rectify the cultural and tourism market and upgrade the A-level tourist attractions, and hundreds of scenic spots were cancelled.
In May 2021, Shanxi Province issued the "Implementation Opinions on Strengthening the Protection and Utilization of Cave Temples" to standardize the tourism development activities of Cave Temples and avoid excessive commercialization and entertainment of Cave Temples.
In July 2022, the Management Committee for the Protection and Utilization of Wulan Chaka Salt Lake Scenic Area issued an announcement, saying that according to the demands of tourists and the blocking problems in the scenic spot, starting from July 12, 2022, the travel expenses of the Chaka Tourist Distribution Center for tourism and environmental protection in sightseeing bus and 30 yuan will be cancelled; At the same time, let more than 17 tourist buses entering Chaka Salt Lake directly enter the scenic parking lot.
Experts interviewed believe that scenic spots are the core of tourism development, and more tourists are willing to spend money on tourism because of their good services. A major rectification of scenic spots will help promote the great development of tourism. However, for a long time, for the over-commercialization of scenic spots, the rectification mainly focused on banning commercial areas and advertisements, and did not touch the core of the problem. The root of over-commercialization of some local scenic spots mainly lies in the confusion of tourism development system and mechanism. Therefore, it is urgent to rationalize the system and mechanism of tourism development and stimulate the motivation and vitality of high-quality tourism development.
"China’s existing cultural resources protection system is relatively small, the management system is still not perfect, and the punishment for over-commercialization of scenic spots is weak. These comprehensive factors have led to chaotic management of scenic spots in some places." Li Wei said.
Li Jing suggested that relevant laws and regulations should be improved, and a trinity tourism supervision mechanism of central and local governments and tourists should be established to improve the overall quality and service level of scenic spots and promote the sustainable development of scenic spots.
Zhang Jing believes that managers of scenic spots should have the concept of tourism cultural innovation, and develop personalized cultural tourism projects from the perspective of tourists’ needs by cooperating with cultural innovation teams.
"For example, &lsquo in dongshan town, Wuzhong District, Suzhou; Frog Village ’ Because there are 61 kinds of frogs in the local area, the village has designed frog IP as a cultural feature, which has turned the whole village into a fairy tale town with frog theme, bringing unique and novel experiences to tourists and greatly improving economic benefits. The core of tourism is culture. When developing tourism products, scenic spots should not blindly copy the practices of other scenic spots, but should pay attention to excavating their own cultural characteristics and focusing on the innovative integration and development of cultural characteristic industries and tourism in order to create their own unique comparative advantages. " Zhang Jing said.
In Qi Xiaobo’s view, when arranging commercial elements, scenic spots should adhere to the people-oriented concept, not only to meet the commercial service needs of tourists, but also to fully consider the comfort and safety of tourists’ visiting experience, and to reflect humanistic care and commercial value from the subtleties and characteristics, rather than the shoddy and ubiquitous commercial containment.
"The relevant government departments should also strictly control the thresholds of investment promotion and franchising, and provide tourists with an original, pure, comfortable and moderate sightseeing and leisure space through planning review, scale control, service quality supervision, time management and space control." Qi Xiaobo said.
Comics/Gao Yue