Dragon culture theme tourism planning case: take the overall planning of the Wulong River Grand Canyon scenic spot in Shiyan City, Hubei Province as an example

1、 Project resource background

The Wulong River Grand Canyon Scenic Spot is located in the Qinling Mountains in the west of Hubei Province. It is about three hours' drive from Wuhan and 220 kilometers' drive from Xi'an. The scenic spot is close to National Highway 316 and 20 kilometers from the entrance and exit of Yinwu Expressway. The scenic area is crisscross with mountains. It is named the Wulong River Grand Canyon because of its five narrow water areas that look like dragons. The canyon has a total length of more than 100 li and an altitude drop of 550 meters. It runs through the five rivers in Hubei and Shaanxi, and has the reputation of "Jiuzhaigou in Northwest Hubei". The drainage area is 121 square kilometers, with 1345 species of plants, more than 100 species of animals, and four major waterfalls, such as Yinlian Jiasi, with famous Guantan, Flash Pond, and Lei Pond. The beaches, pools, and cascading waterfalls in the scenic area are connected. There are plenty of myths and legends, such as hearing that the Great Master died at Jue Long Ridge, and the battle between Huang Tianhua and Jinji Ridge. Many legends of dragon culture are also widely spread in the region. The ancient ape-man site of Bailong Cave in the scenic spot has been identified for 800000 years.

2、 Existing problems

1. The characteristics of resources are not prominent: the most distinctive resources of the Wulong River Grand Canyon are its water resources. The Long River, pool, waterfall, etc. constitute the highlights of its ecological resources. The forests in the scenic area are young secondary forests. Such resources are abundant in the whole Qinling Mountains, and their advantages are not obvious.

2. Relatively few cultural resources: compared with scenic spots relying on famous mountains and rivers such as Lushan Mountain, Longhe Grand Canyon scenic spots have relatively few high-grade cultural resources. Although the archaeological value of the Bailong Cave Ancient Ape Man Site, which is 800000 years old, is very high, it is difficult to form a tourism product with core attraction.

3、 Creative thinking process

From Figure 1, we can see that the planning of the Wulong River Grand Canyon is based on the strategic height of regional economic development, relying on its beautiful Wulong River, numerous secluded pools, cascading waterfalls, Liulin Valley, Lotus Peak, Splendid Gorge and other natural resources, to excavate and promote cultural materials such as dragon culture and folk tales; Combining the current trend of leisure, entertainment, personalization and branding in the tourism market and Wuhan The changes in market demand provided by the Xi'an market survey report have formulated the overall development idea of the Wulong River Grand Canyon scenic spot: "Take the strategy of managing cities and towns as the guiding ideology of the development strategy of the whole tourism industry; based on resource analysis and market analysis; the strategy of Dashiyan tourism, the strategy of Shanshui Wulong River Grand Canyon, the strategy of Cultural Wulong River Grand Canyon, and the strategy of Ecological Wulong River Grand Canyon as the strategic support for the development of the tourism industry; through the sharing of tourist sources with the surrounding scenic spots such as Wudang Mountain Scenic Spot, Danjiangkou Water Amusement Park, the development and utilization of natural resources, and the development and utilization of cultural resources The combination of deep excavation and sustainable development of ecological resources forms a sound development and interaction; With the dragon culture as the theme, natural tourism, cultural leisure, adventure entertainment, and sports as the development direction of the products, the existing tourism products and resources will be improved and built to create the core attraction of the products for the marketing of tourism in the scenic spots. At the same time, the tourist information feedback system will be established to promote the further development of tourism strategy and product building. “

Under the guidance of the overall idea of the project, a positioning system consisting of theme positioning, image positioning, function positioning and product positioning is formed, which are:

Theme positioning: With the natural landscape and canyon scenery as the carrier, the dragon culture as the background, and the Wudang Mountain tourism as the basis, build a new scenic spot with "dragon culture+human and nature+leisure and entertainment" as the main body, and form a tourist resort in the weekend leisure market integrating natural sightseeing, cultural leisure, conference and vacation, and adventure and recreation.

Image positioning: the magical valley, the hometown of dinosaurs, the ancestor of mankind

Function orientation: Four Seasons Comprehensive Tourism Area

Product positioning: leisure tourism product supermarket

Similarly, under the guidance of the overall idea of the project, the following strategies have been formed:

Dashiyan tourism strategy: Dashiyan tourism strategy refers to the marketing strategy oriented by Dashiyan tourist source market; adopt The brand building of "Magic Canyon, the hometown of dinosaurs, the ancestor of human beings" creates a market sensation, arouses the curiosity and attention of potential tourists in the market, thus contributing to the formation of tourist tide. At the same time, through the construction of travel agency channels, the construction of regional tourism destination brands, the construction of roads between multiple regional tourism boutiques, the construction of small tourism towns, the joint marketing of regional tourism destinations, and the joint organization of tourism festivals by regional tourism destinations The construction of software and hardware, such as celebration activities, has made the Wulong River Grand Canyon tourism more attractive and integrated into the Dashiyan tourism destination, forming a tourism development pattern of complementary resources, mutual delivery of tourists, co-construction of brands, and sharing of benefits.

Cultural Wulong River Grand Canyon strategy: The Wulong River Grand Canyon has many cultural resources, including the dragon culture represented by the legend of the five dragons, the religious culture represented by the Ge Temple and the Yangsi Temple, the folk culture represented by the legend of the legend of the legend of the legend of the gods, as well as the water culture and tea culture.

The strategy of the Wulong River Grand Canyon is to deeply excavate and sort out the cultural resources in the Wulong River Grand Canyon scenic spot, and create a tourist attraction with profound cultural heritage and unique market selling points. For example, the creation of the dragon culture project is the product design based on the legend of the five dragons and the Chinese dragon culture, so that the unique resources of the Wulong River Grand Canyon culture interact with the design of the tourism project, and form a unique situational perception recreation mode combining the tourism project and the cultural project. The core of the cultural strategy is to endow the Wulong River Grand Canyon scenic spot with cultural connotation. This strategy will run through the product design of the whole scenic spot and serve as the main line of the recent and market operation of the scenic spot.

Shanshui Wulong River Grand Canyon Strategy: Shanshui Wulong River Grand Canyon Strategy refers to the natural resources development strategy of Wulong River Grand Canyon tourism. While promoting the tourist flow through marketing strategies, we should give full play to the advantages of such scenic resources as Wulong River, Liulin Valley, Lianhua Peak, Splendid Gorge, Sun Moon Lake, and Siguo. Through the promotion and creation of products, we should transform the connotation of dragon culture into the bow of landscape environment, making it more attractive to tourists, thus forming the highlights of the tourism pattern of Dashiyan, and naturally enter the medium and long-term stages of market operation.

Ecological Wulong River Grand Canyon Strategy: The Ecological Wulong River Grand Canyon Strategy emphasizes the ecological application and sustainability of the tourism development of the Wulong River Grand Canyon, and is also the highest goal of the development of the whole scenic area, providing tourists with a way of life that integrates nature and man, peace and tranquility, and return to the original state. Through the systematic application of the dragon culture, the Wulong River and the ecological environment, the ecological products and ecological attraction of the Wulong River Grand Canyon tourism will achieve the best effect. At the same time, through the classification of different types of ecological resources in the Wulong River Grand Canyon scenic area, different development plans are formulated in strict accordance with the protection and cultivation laws and regulations formulated by the relevant resources, so as to achieve the mutual coordination of tourism development and ecological environment protection, so that the ecological resources in the Wulong River Grand Canyon County can be sustainable developed and utilized.

Under the guidance of the overall idea of the project, a 1-2-4 layout structure for the development of tourism in the Wulong River Grand Canyon has been formed, namely, one center, two ring lines and four areas. At the same time, the corresponding sightseeing, recreation, leisure and adventure projects have been designed in each district by using the technology of cultural injection, situational planning and experience design.

One center: refers to the regional distribution center of the county seat that has the function of comprehensive tourism services. In combination with the overall planning of the county and the overall thinking of the development of small tourism towns, the county will be built on the basis of the Wulong River Grand Canyon scenic spot by taking measures such as tourism reception, hotel construction, urban appearance and environmental improvement, and the construction of the scenic road from the county to the Wulong River Grand Canyon scenic spot, and at the same time, it can provide accommodation for tourists on the tourism ring roads such as Shangjin Ancient City and Wanshilin Scenic Spot in Hubei Province A tourist regional distribution center with complete service functions such as entertainment.

Two ring roads: the Grand Ring Road refers to the circular county tourism transportation system that connects the Wulong River Grand Canyon scenic spot, Luohanzhai Grottoes scenic spot in Dianzi Town, Wanmu Stone Forest scenic spot in Hukou, Jiaheling Palace Qing Dynasty ancient buildings, and Yanglongtan River scenic spot. The small loop line refers to the scenic area tour loop line system composed of the traffic road system in the scenic area. Therefore, this plan not only makes a comprehensive and systematic planning of the resources in the Wulong River Grand Canyon scenic area, but also takes full consideration of the product design, strives to complement each other and avoid repeated construction.

Four major areas: refers to the entrance service area of the scenic spot, which is composed of the gate of the scenic spot, parking lot, tourist service center, Wulong Square, yacht wharf, etc; The Dragon Culture Sightseeing Comprehension Area, which is composed of five dragon pools, dragon leaping and tiger leaping, dragon flying and phoenix dancing, two dragons playing with pearls, dragon and phoenix village, etc; Leisure and entertainment area composed of celestial bathing place, five dragon village, five dragon bath, resort, etc., and adventure and recreation area composed of black dragon cave, black dragon film, etc.

Product design: After completing the spatial layout of the whole scenic area, we have carefully built the products of each area: the entrance service area has been designed with the scenic gate, tourist center, parking lot, dragon jumping gate of Wulong Square, small yacht dock and other projects; More than 30 separate tourism products have been designed in the Dragon Culture Sightseeing Comprehension Zone, such as Wulong Pool, Yegong Haolong, New Long Corridor, Longfeng Chengxiang, Erlong Playing Pearl, Jiuzi Garden, Bailongbi, Drunken Dragon Bar, Longfeng Village, Wulong Tea House, etc; In the leisure and entertainment area, eight separate tourism products have been designed, such as the celestial bath, valley golf, and bird park; A number of tourism products have been designed in the exploration and recreation area, such as the Dragon Temple and the Women's Bathing.

4、 Summary

The overall planning of the Wulong River Grand Canyon scenic spot project has created a new model of scenic spot development with natural landscape and canyon scenery as the carrier, dragon culture as the main vein, and characteristic project design as the selling point under the condition that the natural resources and cultural resources are relatively not prominent. At the same time, the text also designs a variety of characteristic tourism products, brand marketing models and other contents. While creating tourism products and recreation modes, it also shapes the tourism brand image, comprehensively designs the procedures and business development models for the development of scenic spots, creating the foundation for the success of attracting investment and creating conditions for the future development of scenic spots.