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.
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
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.
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.
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
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.
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.
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.
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.
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
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.
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.
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.