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Cultural Tourism Projects: The Importance of Top-Level Planning


Many tourism project developers, often without doing top-level planning, rushed to engage in tourism planning. As a result, tourism positioning is not accurate, planning is not on the ground, and development is difficult. In the situation where the whole country is feverishly engaged in tourism, this situation is getting worse. As the top design of tourism positioning as a tourism development of the primary task, can be said to be not important, can be said to be unnecessary. In fact, whether it is the local government's get-rich-quick scheme, or the project and planning side's eagerness to get things done, this planning is not prudent, not landing and irresponsible.

Tourism positioning is the core problem to be solved by tourism planning. Planning is the top-level design, which is to solve the strategic problem, direction problem and path problem through planning. Tourism planning is the soul of tourism project planning and development, involving tourism theme positioning, market positioning, target positioning, functional positioning, image positioning and a series of orientation issues, is the main body of tourism planning - the product concept planning of the foothold, is a prelude to the design, enhancement and optimization of tourism products and formats.


Although from the planning professional point of view, tourism planning is a part of tourism planning, that is to say, planning contains planning, and is the front content, but will be completely mixed with tourism planning together, both too hasty sense, and feel too simplistic. The tourism planning program will be picked out separately to do, for investors, one can save money, two can save time, three can save effort, more importantly, less detours!

"Planning determines life and death, planning out business". Any project, if not combined with the actual local situation, if not accurate positioning, if not enough planning creativity, the back of the planning, design, investment, operation, may be blind tossing, fooling people. And this ability to eat and digest the local situation, this project positioning and pinching ability, this market differentiation creative ability, is planning. Visible, planning is the key, is the soul. It is the core node that determines the survival rate and profitability of the project. How to make a good project planning? 

1、A strong sense of love and mission

There are general rules for planning, and no rules for planning. Planning is a complex system project, integrating political, economic, cultural and other factors, integration of primary, secondary and tertiary industries, requiring considerable enthusiasm, time, energy and wisdom. Faced with such a serious, solemn and grand project, how can one do meticulous and thorough research without a sense of love and mission? How is it possible to overcome difficulties? How is it possible to be thoughtfully innovative and creative? How can one treat a project with the utmost spirit. Or, to put it bluntly, only with passion and a sense of mission will one have a strong interest in the project and a sense of responsibility, and only then will one devote one's enthusiasm and wisdom to the project, and only then will one create the project as if polishing a work of art. Only with this kind of commitment and dedication can you make projects that are high-quality and have considerable economic and social benefits!。 
 "Planning without passion and mission is a rogue's game. Of course, the need for special clarification, speaking of feelings and sense of mission, does not mean that professional competence is not required, nor is the denial of economic efficiency, do not work for free; but to emphasize that planners with this trait, more responsible spirit and sense of responsibility. It is more reliable and more likely to produce quality products if entrusted to such people. 

2、Planning has a soul and is the lifeline of the project.

Our planning concept: to be the only one, not one of them. We use a new model to build a complete brand promotion system, an advanced concept to build a complete product development system, advanced experience to build a perfect team service system, and scientific means to build a perfect marketing system. Planning creativity is the lifeline of the project, the selling point of the project, the reason for consumers to be willing to consume more than once, and the core demand for the project's survival and profitability. 


To plan is to have market differentiation and uniqueness. This differentiation and uniqueness is based on the actual conditions and situation, and the positioning and idea are in place and appropriate to the situation, and it is a work of fabrication, not a false, big, empty style of new and different, nor is it a whimsical idea that cannot be realized.

The planning and creativity of the project is reflected not only in the overall positioning, idea and structure, but also in every layout, every link, every design and every service. The details of the real work, the details are the devil, whether creative, walk around, take a look to know. 


The current travel industry, like the clothing, home appliances market, project homogenization serious, "looks" amazingly consistent. There is a ridicule: look at a person or a company planning a project, you basically do not need to see their planning of other projects. Another ridicule: Nowadays, many domestic planning experts, in fact, is the master of copying. Many projects, the reason for the loss, no vitality and profitability, one of the important reasons is because of the lack of project planning at the top, the planning out of things without a soul. 

Thus, no planning, directly engaged in project planning for the owner, the project or local government, is a disaster. Planning without planning, both the planner mediocre incompetence, but also an irresponsible attitude!。

3、The ultimate in craftsmanship 

Innovation and creativity and craftsmanship are two sides of the same coin. To engage in project planning should have the ability of innovation and craftsmanship; with international thinking, localization of action, branding strategy. Aesthetic height, cultural breadth, scientific depth, the project should be crafted, keep improving, the pursuit of perfection, the purpose is to create other peers can not match the excellence of the product. Let the project form a bright spot after landing, find the point of view, create selling points, make fine return point, eliminate pain points, cultivate burst point. Let the products have a look, a talk, a listen, a play, a pillow, a chew, a wild, ancient, earthy, vulgar, foreign taste all five flavors. Planning can only be effectively implemented under the guidance of top-level planning.

4、To do the planning of cultural tourism projects, it is necessary to understand and be familiar with the relevant policies in a timely manner. 

To do the planning of cultural tourism projects, it is necessary to understand and be familiar with the relevant policies in a timely manner. The so-called policy holding degree refers to the degree of understanding, digestion and grasping of policies, the ability to predict trends and social development. 

For cultural tourism project, the first thing to eat is the policy rice. To do the planning of the cultural tourism project, it is necessary to understand and be familiar with the relevant policies in time, so that the planning can be targeted, in order to better win the policy support. Only in this way can the planning be pertinent and the project be better able to gain policy support. Only in this way can the project be adapted to national and local trends.


What can we do to put our cultural tourism projects on the map for better development? I think it is planning first and then planning later. Cultural tourism project planning is not only to stand in the future perspective, to propose solutions to the future of the scenic area. More importantly, it is to solve the current problems of scenic spots from the perspective of the future, and propose different strategies for different stages, so that the development of scenic spots according to expectations, the whole program has the implementability, sustainability and process of monitorability and evaluation. In addition, the development of scenic spots in different stages, each stage of the product composition, corporate culture and talent system and so on will change. Tourism planning must be based on the current situation, propose reasonable solutions, and prepare for future trends.。


Planning should address the following eight aspects of a cultural tourism project.

1. market positioning and image positioning issues.

2. product differentiation and continuous improvement issues.

3. the revitalization and intuitive experience of distinctive cultures.

4. short-term profitability and sustainable profitability model issues.

5. different stages of talent structure allocation and reserve issues.

6. marketing precision issues.

7. the issue of diversified and effective event planning.

8. the direction of the focus of landing implementation in different development stages.

When the cultural tourism project planning revolves around the above eight aspects of the problems, implementation and planning on the ground, not only to solve the problems of the future of the scenic area, more critical is to stand in the future perspective, to solve the problems faced by the tourist attractions. Therefore, only the project planning under the guidance of the top planning can be effectively landed. Only then can we avoid "one side of a thousand towns", "one side of a thousand villages", "one side of a thousand scenery", with few high-quality goods and many substandard products. Only then can we avoid the situation of "planning and design is one thing, actual construction is the same thing".

By ricky@daxinaquapark.com

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