特色小镇运营

  • 栏目:文旅 时间:2018-10-08 00:41 分享新闻到:
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近年来,我国房地产市场逐步进入了一个快速发展阶段。在国外,文化旅游地产已经进入成熟阶段。许多小城镇的文化旅游是非常微妙和特色。一些项目已经成为具有国际影响力的世界级文化和旅游城市,例如法国的体育城市穆尼萨,从一小部分人群转移到了大众。新西兰的皇后区和加拿大的惠斯勒镇,我们以前在我们的研究中已经描述过了。然而,由于发展进程较短,运营规划尚未到位等原因,国内尚无具有较高国际影响力的文化旅游项目。近年来,随着我国国际游客数量的大幅增加,国际地位不断提高,发展世界级文化旅游小城镇已成为世界文化旅游产业的必然趋势。其中,这两个世界级的项目可能值得学习。
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.
新西兰皇后镇
Queenstown, New Zealand
新西兰皇后镇,在新西兰被称为“勘探之都”,位于新西兰瓦卡蒂普湖的北岸。项目占地面积约2平方公里,交通高达200万。依靠南阿尔卑斯山的强大自然资源,黄侯国已经从早期的旅游景点发展成为全球高端客户的热门目的地。它是一个具有观光、休闲、度假、探险和体育功能的世界级山湖度假胜地。

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.再拍新西兰皇后镇


法国沙木尼体育小镇 France, Saudi Arabia sports town 沙木尼体育小镇位于法国阿尔卑斯山下,是

一个高山户外运动旅游地。沙木尼体育小镇是现代登山运动的发源地。自1924年第一届冬奥会在此举办后,小镇逐渐被打造成世界级的特色体育旅游区域,每年游客数超过200万人次。镇内体育项目十分丰富,包括高山攀岩、高山滑雪、登山、溪降、高山滑翔伞、高山自行车、攀冰、滑冰、冰球等。此外,其旅游服务与设施也很完善,包括登山缆车、山地救援及登山向导。小镇旅游项目的发展还带动了当地教育培训、商业住宿、体育医疗等配套产业的发展。

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.


作为具有国际影响力的世界级文旅小镇,它们具备一些运营思路上的共性,做到了以下五点:
As a world-class cultural and tourism town with international influence, they have some commonalities in operational thinking and achieve the following five points: 世界级文旅小镇必须具备复合型功能 World-class tourist towns must have compound functions.
许多文旅小镇的功能体系较为单一,缺乏商业配套,如餐饮、休闲、居住、运动、娱乐业态等,从而导致其旅游功能仍主要停留在观光层面,影响客群对项目的体验深度,降低客群的停留意愿与游玩时间,桎梏了项目更大程度的发展。
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. 皇后镇之所以能逐步发展成世界级的文旅小镇,与它阶段性的功能升级密不可分:在发展之初,皇后镇依托强势的自然景观资源开辟生态观光游。往后进一步利用其险峻的地势,开发探险、激流泛舟、滑雪、蹦极等户外


活动,并依托悠久的历史文化开发节庆旅游、婚庆旅游等文化体验活动。最终小镇通过“吃住行游购娱”等商业配套的完善,形成了集观光、休闲、运动、居住等功能于一体的多元化功能体系。 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. 虽然沙木尼是以运动为主题的旅游小镇,但它其它方面的商业配套也十分齐全。在空间布局上,项目被细分为高山运动体验区、体育培训功能区、文化艺术娱乐功能区以及综合服务区,涵盖文艺观光、星级酒店、综合医院、体育用品商店、餐饮、酒吧等功能体系,使其成为以运动为

主题的功能复合型文旅项目。比起其它运动主题的小镇,该项目不只是一个大型的综合运动场,更像是一个鲜活、灵活、娱乐化的生活旅游区域。

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.
功能覆盖不同类别的客群,满足多元化消费者需求 The function covers different categories of customers to meet the needs of diversified consumers.
区别于一些小众化的特色小镇,世界级的文旅小镇,应全方位顾虑到所有类别的客群,满足大众化需求。睿意徳相关研究报告显示,大多文旅小镇的主要客群以家庭和团队为单位,因此旅客们在年龄、消费能力、兴趣需
求等特征上高度复合化,容易产生需求错位。因此作为世界级的文旅小镇不仅要做到功能全面,其在每一项功能内也需分层次。
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.
新西兰皇后镇在运动探险功能上,可被细分为多个层次,包括面向中产家庭客户的家庭滑雪场、面向青年客户的跳伞、蹦极、快艇等以及面向高端商务客户的TSS蒸汽船巡游、天空缆滑板车luge、高尔夫等。在观光功能上,项目会为不同需求的游客设置不同的游线,例如安排度假客在小镇街道上游走、在湖边漫游、在山林中前行,安排户外运动爱好者乘飞机前往米尔福德峡湾、国家公园、箭镇。
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.
作为位列世界第一梯队的运动小镇,沙木尼在运动功能上的多样化毋需多言,这必然是解决多元化客群需求的核心所在。但除此以外,沙木尼在商业配套上同样显得诚意十足。例如在居住配套上,沙木尼提供丰富的选择,包括五星级酒店、商务公寓、露营营地、青年旅舍、家庭旅馆,一举覆盖高端消费群体、青年旅客、家庭群体、商务旅客、户外体验爱好者的多样化需求。
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. 文化传达形式由单向转为双向 The form of cultural communication changes from one way to two way.
大多数文旅小镇都有独特且深厚的文化基底,对旅客进行文化传达无疑是树立其品牌形象的核心关键。但许多项目在文化表达的方式上较为单向,例如观光观看、导游介绍、观看表演、纪录片观影等。在内容单向由一方传输到另一方的过程中,旅客仅仅只进行了接收动作,对文化内容的体验感不够强烈,从而影响旅客对文化的理解深度,不易展现世界级文旅小镇的文化厚度。旅客与文化的双向互动是项目传递文化、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.
新西兰皇后镇曾因淘金而兴盛,淘金文化是皇后镇的标志性文化之一,游客可以租用淘金设备在附近的箭河淘金,与文化发生互动。而对于沙木尼而言,运动就是最核心的文化。除了完善的运动项目以外,丰富的相关配套服务例如运动教育培训、体育赛事服务都是最好的文化参与方式。 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.
打破时间壁垒,实现全年可持续运营 Breaking time barriers to achieve sustainable operation throughout the year
世界级的文旅项目实现全时段开放十分重要,因为要保证全球的消费者参与项目的便携性与灵活性。旅游项目的部分功能会受到季节性的影响而被动停滞,其中,季节性影响对运动功能的影响尤其大,因此世界级的文旅项目必须针对部分功能因时制宜,打破时间壁垒,使项目全年可开放性,持续可参与。
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.
新西兰皇后镇与法国沙木尼在冰雪运动上具有天然优势,地势和气候的影响使当地常年低温,可持续运营滑雪、滑冰等运动项目。但在夏季,冰雪运动项目难免会因为气温的上升偶尔停滞或减少排期,因此皇后镇会在夏季扩充骑马、漂流等适合夏季的活动项目,沙木尼则举办阿尔卑斯山电子音乐节,丰富活动内容,使得项目全年的内容输出保持平衡。 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.
发展衍生产业,为项目注入附加价值,为项目运营输入资本 Develop derivative industries, add value to projects, and input capital for project operation.
功能、服务、商业配套、客群覆盖、文化传输等方面的完善赢得的是旅客,但对于成为具有国际化影响力的世界级文旅小镇而言,“旅游体验好”的说服力显然还不够。要想在国际上受到行业的高度认可,项目需要具备附加价值。文旅项目的附加价值常通过衍生产业的发展来体现。 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.
新西兰皇后镇依托其独特的山水资源,大力发展影视产业,成为国际大片《魔戒三部曲》和前传《霍比特人》等诸多国际大型影视剧的拍摄地,并同时带动婚庆、摄影等关联产业的发展。法国沙木尼更是具备闻名世界的衍生产业链条,包括为世界知名体育赛事如冬奥会提供场地、世界级的滑雪教练训练中心、高山运动教育培训学校的建立等。
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.
实质上,衍生产业的发展在项目国际化道路上的作用,除了为项目注入附加价值,还包括为项目持续注入资本。世界级的文旅小镇的运营,无疑需要大量资本,而衍生产业的发展使项目和国际资本市场打通,一定程度上助力了项目的可持续性发展。 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.
对于特色小镇来说,不同小镇的特色属性、客群特性不同,其发展目标也有差异,因此难以整理出统一的运营思路,也不便界定评判其好与坏的标准。但对于目标明确、欲发展成世界级项目的文旅小镇而言,必须覆盖全功能、全客群、全时段,还要重视文化互动以及衍生产业的发展,使项目在全球范围内优质化、差异化,并担任重要的产业角色。
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.
“小众”与“大众”似乎一直存在对立,但事实上它们并不矛盾,更可以融合。将小众的产品做的大众化,让“大众”接受“小众”,离不开对自身价值的挖掘、价值符号的定义及气质的彰显。最终,小众的只是产品本身,而大众的是影响力。 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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