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特色小鎮運營

  • 欄目:文旅 時間:2020-11-02 12:04 分享新聞到:
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近年來,我國房地產市場逐步進入了一個快速發展階段。在國外,文化旅游地產已經進入成熟階段。許多小城鎮的文化旅游是非常微妙和特色。一些項目已經成為具有國際影響力的世界級文化和旅游城市,例如法國的體育城市穆尼薩,從一小部分人群轉移到了大眾。新西蘭的皇后區和加拿大的惠斯勒鎮,我們以前在我們的研究中已經描述過了。然而,由于發展進程較短,運營規劃尚未到位等原因,國內尚無具有較高國際影響力的文化旅游項目。近年來,隨著我國國際游客數量的大幅增加,國際地位不斷提高,發展世界級文化旅游小城鎮已成為世界文化旅游產業的必然趨勢。其中,這兩個世界級的項目可能值得學習。
In recent years, China's tourism real estate has entered a stage of rapid development.In foreign countries, the real estate has entered a mature stage, many small towns is very delicate and unique, some projects from the masses, becoming a world-class cultural town and international influence, such as the French sports city of Munich, the queens borough of New Zealand, we introduces the previous studies.Whistler Town, Canada.However, due to the short development process, operational planning has not yet been in place and other reasons, there is no domestic cultural tourism projects with high international influence.In recent years, with the increase of the number of international tourists, the continuous improvement of international status, the development of a world-class cultural towns is an inevitable trend of the industry.Among them, these two world-class projects may be worth learning.
新西蘭皇后鎮
Queenstown, New Zealand
新西蘭皇后鎮,在新西蘭被稱為“勘探之都”,位于新西蘭瓦卡蒂普湖的北岸。項目占地面積約2平方公里,交通高達200萬。依靠南阿爾卑斯山的強大自然資源,黃侯國已經從早期的旅游景點發展成為全球高端客戶的熱門目的地。它是一個具有觀光、休閑、度假、探險和體育功能的世界級山湖度假勝地。

Kunstown, New Zealand, known as New Zealand's "Adventure Capital," is located on the northern shore of Lake Wakattip, New Zealand.The project covers an area of nearly 2000 square kilometers, annual passenger flow as high as 2 million people.With the abundant natural resources of the Southern Alps, Queenstown has developed from an early tourist attraction into a world famous resort for high-end and middle-class tourists.This is a world-class mountain and function of lake vacation tour, leisure, vacation, exploration and movement.????????°è¥???°??????é??


法國沙木尼體育小鎮 France, Saudi Arabia sports town 沙木尼體育小鎮位于法國阿爾卑斯山下,是

一個高山戶外運動旅游地。沙木尼體育小鎮是現代登山運動的發源地。自1924年第一屆冬奧會在此舉辦后,小鎮逐漸被打造成世界級的特色體育旅游區域,每年游客數超過200萬人次。鎮內體育項目十分豐富,包括高山攀巖、高山滑雪、登山、溪降、高山滑翔傘、高山自行車、攀冰、滑冰、冰球等。此外,其旅游服務與設施也很完善,包括登山纜車、山地救援及登山向導。小鎮旅游項目的發展還帶動了當地教育培訓、商業住宿、體育醫療等配套產業的發展。

Located in the Alps, France, Shamuni sports town is a mountain outdoor sports resort. Shamuni sports town is the birthplace of modern mountaineering. Since the first Winter Olympics in 1924, the town has gradually been built into a world-class sports tourism area with more than 2 million tourists a year. The town is rich in sports, including mountain climbing, alpine skiing, mountain climbing, stream landing, alpine paragliding, alpine bicycle, ice climbing, skating, ice hockey and so on. In addition, its tourism services and facilities are perfect, including mountaineering cable cars, mountain rescue and mountaineering guides. The development of small town tourism projects has also led to the development of local education and training, commercial accommodation, sports and medical and other supporting industries.


作為具有國際影響力的世界級文旅小鎮,它們具備一些運營思路上的共性,做到了以下五點:
As a world-class cultural and tourism town with international influence, they have some commonalities in operational thinking and achieve the following five points: 世界級文旅小鎮必須具備復合型功能 World-class tourist towns must have compound functions.
許多文旅小鎮的功能體系較為單一,缺乏商業配套,如餐飲、休閑、居住、運動、娛樂業態等,從而導致其旅游功能仍主要停留在觀光層面,影響客群對項目的體驗深度,降低客群的停留意愿與游玩時間,桎梏了項目更大程度的發展。
The function system of many small towns is relatively simple and lacks commercial support, such as catering, leisure, living, sports, entertainment, etc., which results in their tourism function still mainly staying in the tourism level, affecting the depth of the experience of the project, reducing the willingness of the visitors to stay and play time, shackling the project to a greater extent. Development. 皇后鎮之所以能逐步發展成世界級的文旅小鎮,與它階段性的功能升級密不可分:在發展之初,皇后鎮依托強勢的自然景觀資源開辟生態觀光游。往后進一步利用其險峻的地勢,開發探險、激流泛舟、滑雪、蹦極等戶外


活動,并依托悠久的歷史文化開發節慶旅游、婚慶旅游等文化體驗活動。最終小鎮通過“吃住行游購娛”等商業配套的完善,形成了集觀光、休閑、運動、居住等功能于一體的多元化功能體系。 The gradual development of Queen Town into a world-class town is closely related to its functional upgrading: at the beginning of its development, Queen Town relied on strong natural landscape resources to develop ecological tourism. In the future, we will make further use of its steep terrain to develop outdoor activities such as exploration, rapids boating, skiing, bungee jumping and other cultural experience activities such as festival tourism and wedding tourism relying on a long history and culture. Eventually, through the perfection of commercial matching such as "eating, living, shopping and entertainment", the town has formed a diversified functional system which integrates sightseeing, leisure, sports and living functions. 雖然沙木尼是以運動為主題的旅游小鎮,但它其它方面的商業配套也十分齊全。在空間布局上,項目被細分為高山運動體驗區、體育培訓功能區、文化藝術娛樂功能區以及綜合服務區,涵蓋文藝觀光、星級酒店、綜合醫院、體育用品商店、餐飲、酒吧等功能體系,使其成為以運動為

主題的功能復合型文旅項目。比起其它運動主題的小鎮,該項目不只是一個大型的綜合運動場,更像是一個鮮活、靈活、娛樂化的生活旅游區域。

Although Shamney is a sports-themed tourist town, it also has a complete range of other commercial facilities. In terms of spatial distribution, the project is divided into Alpine sports experience area, sports training function area, cultural and artistic entertainment function area and comprehensive service area, covering cultural and artistic sightseeing, star-rated hotels, general hospitals, sports goods stores, restaurants, bars and other functional systems, making it a sports-themed multi-functional cultural brigade. Project. Compared with other sports theme towns, the project is not only a large-scale comprehensive sports ground, but also like a lively, flexible, entertaining life tourism area.
功能覆蓋不同類別的客群,滿足多元化消費者需求 The function covers different categories of customers to meet the needs of diversified consumers.
區別于一些小眾化的特色小鎮,世界級的文旅小鎮,應全方位顧慮到所有類別的客群,滿足大眾化需求。睿意徳相關研究報告顯示,大多文旅小鎮的主要客群以家庭和團隊為單位,因此旅客們在年齡、消費能力、興趣需
求等特征上高度復合化,容易產生需求錯位。因此作為世界級的文旅小鎮不僅要做到功能全面,其在每一項功能內也需分層次。
Different from some small towns, the world-class cultural towns should take all kinds of customers into consideration to meet the needs of the masses. Relevant research reports show that most of the Wenlu Town's main visitors are family and team, so tourists are highly complex in age, consumption ability, interest and demand characteristics, and are prone to demand dislocation. Therefore, as a world-class cultural town, it should not only be fully functional, but also be hierarchical in each function.
新西蘭皇后鎮在運動探險功能上,可被細分為多個層次,包括面向中產家庭客戶的家庭滑雪場、面向青年客戶的跳傘、蹦極、快艇等以及面向高端商務客戶的TSS蒸汽船巡游、天空纜滑板車luge、高爾夫等。在觀光功能上,項目會為不同需求的游客設置不同的游線,例如安排度假客在小鎮街道上游走、在湖邊漫游、在山林中前行,安排戶外運動愛好者乘飛機前往米爾福德峽灣、國家公園、箭鎮。
Queenstown, New Zealand, can be divided into several levels in terms of sports expedition functions, including home ski resorts for middle-class household customers, parachuting for young customers, bungee jumping, speedboats, and TSS steam cruises for high-end business customers, luge skyscrapers, Golf and so on. In terms of sightseeing function, the project will provide different tourists with different needs, such as arranging holidaymakers to walk on the streets of the town, roam the lake, travel in the mountains and forests, and arrange outdoor sports enthusiasts to fly to Milford Fjord, National Park and Arrow Town.
作為位列世界第一梯隊的運動小鎮,沙木尼在運動功能上的多樣化毋需多言,這必然是解決多元化客群需求的核心所在。但除此以外,沙木尼在商業配套上同樣顯得誠意十足。例如在居住配套上,沙木尼提供豐富的選擇,包括五星級酒店、商務公寓、露營營地、青年旅舍、家庭旅館,一舉覆蓋高端消費群體、青年旅客、家庭群體、商務旅客、戶外體驗愛好者的多樣化需求。
As the world's first echelon of sports town, Shamney in the diversification of sports functions need not say much, which is bound to solve the core of the diversified needs of the crowd. But apart from that, Sha Mu Ni is equally sincere in commercial matching. For example, in terms of accommodation, Shamney offers a wide range of choices, including five-star hotels, commercial apartments, campsites, youth hostels, family hotels, covering the diverse needs of high-end consumer groups, young tourists, family groups, business travelers, outdoor experience enthusiasts. 文化傳達形式由單向轉為雙向 The form of cultural communication changes from one way to two way.
大多數文旅小鎮都有獨特且深厚的文化基底,對旅客進行文化傳達無疑是樹立其品牌形象的核心關鍵。但許多項目在文化表達的方式上較為單向,例如觀光觀看、導游介紹、觀看表演、紀錄片觀影等。在內容單向由一方傳輸到另一方的過程中,旅客僅僅只進行了接收動作,對文化內容的體驗感不夠強烈,從而影響旅客對文化的理解深度,不易展現世界級文旅小鎮的文化厚度。旅客與文化的雙向互動是項目傳遞文化、提升文化厚重感的重要方式。
Most of the cultural towns have a unique and profound cultural base, and cultural communication of visitors is undoubtedly the key to establish their brand image. However, many items are more unidirectional in the way of cultural expression, such as sightseeing, guide introduction, watching performances, documentary film viewing and so on. In the process of content unidirectional transmission from one side to the other, the traveler only receives the action, the experience of cultural content is not strong enough, thus affecting the depth of the traveler's understanding of the culture, it is not easy to show the cultural thickness of the world-class cultural town. The two-way interaction between tourists and culture is an important way to transmit culture and enhance cultural sense.
新西蘭皇后鎮曾因淘金而興盛,淘金文化是皇后鎮的標志性文化之一,游客可以租用淘金設備在附近的箭河淘金,與文化發生互動。而對于沙木尼而言,運動就是最核心的文化。除了完善的運動項目以外,豐富的相關配套服務例如運動教育培訓、體育賽事服務都是最好的文化參與方式。 New Zealand's Queen Town once flourished as a result of gold rushing. Gold rushing culture is one of the symbolic cultures of Queen Town. Tourists can rent gold rushing equipment to rush for gold in the nearby Arrow River and interact with culture. For Sha Mu Ni, sports is the core culture. Apart from the perfect sports, rich related services such as sports education and training, sports events services are the best way to participate in culture.
打破時間壁壘,實現全年可持續運營 Breaking time barriers to achieve sustainable operation throughout the year
世界級的文旅項目實現全時段開放十分重要,因為要保證全球的消費者參與項目的便攜性與靈活性。旅游項目的部分功能會受到季節性的影響而被動停滯,其中,季節性影響對運動功能的影響尤其大,因此世界級的文旅項目必須針對部分功能因時制宜,打破時間壁壘,使項目全年可開放性,持續可參與。
It is important for world-class cultural and tourism projects to be fully open, because of the portability and flexibility of global consumer participation. Some of the functions of tourism projects will be passively stagnated by seasonal impact, especially the seasonal impact on sports function. Therefore, the world-class cultural tourism projects must break the time barrier to make the project open year-round and sustainable participation.
新西蘭皇后鎮與法國沙木尼在冰雪運動上具有天然優勢,地勢和氣候的影響使當地常年低溫,可持續運營滑雪、滑冰等運動項目。但在夏季,冰雪運動項目難免會因為氣溫的上升偶爾停滯或減少排期,因此皇后鎮會在夏季擴充騎馬、漂流等適合夏季的活動項目,沙木尼則舉辦阿爾卑斯山電子音樂節,豐富活動內容,使得項目全年的內容輸出保持平衡。 Queen Town of New Zealand and Shamney of France have natural advantages in ice and snow sports. The influence of terrain and climate makes the local perennial low temperature, sustainable operation of skiing, skating and other sports. But in summer, the ice and snow sports will inevitably stagnate or reduce the schedule because of the rising temperature occasionally, so Queenstown will expand the summer riding, drifting and other activities suitable for the summer, Shamney will hold the Alpine Electronic Music Festival, enrich the content of the event, so that the project output throughout the year to maintain a balance.
發展衍生產業,為項目注入附加價值,為項目運營輸入資本 Develop derivative industries, add value to projects, and input capital for project operation.
功能、服務、商業配套、客群覆蓋、文化傳輸等方面的完善贏得的是旅客,但對于成為具有國際化影響力的世界級文旅小鎮而言,“旅游體驗好”的說服力顯然還不夠。要想在國際上受到行業的高度認可,項目需要具備附加價值。文旅項目的附加價值常通過衍生產業的發展來體現。 The perfection of functions, services, commercial matching, crowd coverage, cultural transmission and other aspects wins the tourists, but the persuasiveness of "good tourism experience" is obviously not enough for becoming a world-class cultural and tourism town with international influence. To be highly recognized internationally, projects need additional value. The added value of cultural tourism projects is often reflected in the development of derivative industries.
新西蘭皇后鎮依托其獨特的山水資源,大力發展影視產業,成為國際大片《魔戒三部曲》和前傳《霍比特人》等諸多國際大型影視劇的拍攝地,并同時帶動婚慶、攝影等關聯產業的發展。法國沙木尼更是具備聞名世界的衍生產業鏈條,包括為世界知名體育賽事如冬奧會提供場地、世界級的滑雪教練訓練中心、高山運動教育培訓學校的建立等。
Relying on its unique mountain and water resources, Queen Town of New Zealand has made great efforts to develop the film and television industry, becoming the shooting place of many international large-scale films and TV plays, such as the international blockbuster "The Lord of the Rings Trilogy" and the prequel "The Hobbits", and at the same time driving the development of wedding, photography and other related industries. France's Shamney also has a world-renowned derivative industry chain, including the provision of venues for world-renowned sports events such as the Winter Olympics, world-class skiing coach training center, the establishment of Alpine sports education and training schools.
實質上,衍生產業的發展在項目國際化道路上的作用,除了為項目注入附加價值,還包括為項目持續注入資本。世界級的文旅小鎮的運營,無疑需要大量資本,而衍生產業的發展使項目和國際資本市場打通,一定程度上助力了項目的可持續性發展。 Essentially, the role of derivatives in the internationalization of projects is not only to inject additional value into projects, but also to inject capital into projects continuously. The operation of the world-class Wenlu Town undoubtedly requires a lot of capital, and the development of derivatives industry makes the project and the international capital market open, to a certain extent, contributed to the sustainable development of the project.
對于特色小鎮來說,不同小鎮的特色屬性、客群特性不同,其發展目標也有差異,因此難以整理出統一的運營思路,也不便界定評判其好與壞的標準。但對于目標明確、欲發展成世界級項目的文旅小鎮而言,必須覆蓋全功能、全客群、全時段,還要重視文化互動以及衍生產業的發展,使項目在全球范圍內優質化、差異化,并擔任重要的產業角色。
For characteristic towns, different towns have different characteristic attributes and passenger groups, and their development goals are also different. Therefore, it is difficult to sort out a unified operation idea, and it is not convenient to define the criteria for judging their good and bad. But for Wenlu Town, which has a clear goal and wants to develop into a world-class project, it must cover all functions, all passengers and all time periods, pay attention to cultural interaction and the development of derivative industries, so that the project is of high quality and differentiation in the world and play an important role in the industry.
“小眾”與“大眾”似乎一直存在對立,但事實上它們并不矛盾,更可以融合。將小眾的產品做的大眾化,讓“大眾”接受“小眾”,離不開對自身價值的挖掘、價值符號的定義及氣質的彰顯。最終,小眾的只是產品本身,而大眾的是影響力。 It seems that there has always been a contradiction between the "minority" and the "mass", but in fact they are not contradictory and can be merged. Popularizing the products of the masses and letting the masses accept the masses are inseparable from the excavation of their own values, the definition of value symbols and the display of temperament. In the end, the minority is only the product itself, while the public is the influence.

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