Promoting the development of Gulangyu tourism is of great practical significance for promoting the development of tourism in our city and promoting the development of modern service industry. Therefore, the following suggestions are put forward:
First, build Gulangyu brand in urban brand building.
With the great attention of the municipal party Committee and the municipal government, the city brand strategy of our city has been formed and implemented. In the construction of city brand, Gulangyu brand should be highlighted.
For a long time, our city has made little efforts to publicize Xiamen tourism through domestic and foreign media, so it is suggested to take the opportunity of vigorously developing convention and exhibition tourism to strengthen this work. First, the municipal finance increases the budget to provide financial support for media promotion; Second, the competent departments of culture and tourism jointly organized publicity and advertising activities to provide material support for Xiamen tourism; Thirdly, it is emphasized that investment promotion at all levels should be integrated into Xiamen tourism promotion.
Various forms of Xiamen tourism advertisements should highlight the brand value of Gulangyu Island. At the same time, for overseas advertising, we should further broaden our thinking, bind tulou with Xiamen tourism, and highlight the characteristic connotation of cultural tourism.
Second, straighten out Gulangyu management system.
Gulangyu-Wanshiyan Scenic Area Management Committee actually only cares about Gulangyu Scenic Area, and its name is not true; Gulangyu is located as a scenic spot with residential areas, so the management of scenic spots and urban areas cannot be integrated and coordinated; As an administrative department, the CMC has no subjective enthusiasm for the management of scenic spots. This problem should be solved through system innovation and management function reorganization. It is suggested that the administrative committee be abolished, Gulangyu-Wanshiyan Scenic Area be placed under the management of Siming District Government, and Gulangyu Scenic Area be established as an enterprise legal person to operate.
Three, it is suggested that the municipal government formulate the "Regulations on the Protection of Gulangyu Historical Features".
Gulangyu Island is famous at home and abroad for its historical characteristics. As a national scenic spot, Gulangyu Island is different from other scenic spots in China in its architectural style, quiet alleys and elegant and exquisite living atmosphere. Without these, Gulangyu's characteristics will no longer exist. Therefore, protecting the historical features of Gulangyu Island and prohibiting the destruction of all human factors is the "golden signboard" to protect Xiamen's tourism industry, which needs to be solidified in the form of laws and regulations.
4. The development direction of Gulangyu Scenic Area should be scenic spots and leisure resorts.
As scenic spots, their construction and development directions can and have been diversified. Gulangyu Island has both scenic spots and livable environment. Therefore, Gulangyu Island is suitable for developing into a domestic and even international scenic spot and leisure resort. With the improvement of people's living standards and the perfection of national vacation system, leisure vacation will gradually become a trend. Strengthening the leisure and holiday function of Gulangyu Island can not only create a new economic growth point of Gulangyu Island, but also make full use of its natural and human landscape resources scientifically. At present, Gulangyu has performed well in scenic spot management, but the management of leisure resorts is still quite weak. It is suggested that relevant departments should carry out research as soon as possible, formulate plans and put them into practice.
Five, Gulangyu brand building should highlight the "music island" and folk characteristics.
It is suggested to make full use of Gulangyu Concert Hall and introduce literary forms with southern Fujian characteristics (such as Nanyin, Taiwanese opera, Gaojia opera and puppet show). ) into Gulangyu. It not only expands the connotation of "music island", but also meets the needs of cultural tourism, and can also extend the stay time of tourists in Gulangyu and increase the tourism income of Gulangyu.
We can build a "Minnan Food Folk Street" in Gulangyu Island, and organize folk street activities in a planned way during the tourist season to enrich the tourism content.
6. Strictly limit new projects.
First, it is appropriate to position Gulangyu Island as a scenic spot, but it is inappropriate to develop real estate construction projects in the scenic spot, which should be strictly prohibited. The desire of residents in scenic spots to improve their living conditions should be based on the principle of "repairing the old (appearance) and meeting in different places"
Secondly, tourism development and construction projects should strictly follow the hearing and approval procedures, and the development and construction of tourism projects should follow the fundamental principle of "environmental harmony" to protect the historical features of Gulangyu Island to the maximum extent.
Seven, restore the original landscape transformation.
First, Gulangyu's "secluded alleys and changeable scenery" won the essence of China classical gardens. Widening the streets and building a large area of grassland on Gulangyu Island will greatly destroy this aesthetic feeling. The development history of Gulangyu Island is not very long. The original streets were all asphalt pavements, but they were artificially changed into pebbles pavements, which not only brought inconvenience to the residents of the scenic spot, but also suspected of being "pseudo-ancient".
Second, many villas in Gulangyu have gardens. Due to illegal construction, many kitchens were built in gardens, which greatly damaged the landscape. Therefore, the demolition of illegal buildings and the restoration of gardens should be the focus of work.
Thirdly, there are many former residences of celebrities and old houses with private characteristics on Gulangyu Island, which are part of Gulangyu landscape and have rich historical and realistic humanistic values, and have been in disrepair for a long time. It is suggested that relevant departments do more work, strive for the authorization of the owner in various forms, and carry out transformation and utilization in line with the principle of "repairing the old as the old and improving the internal transformation".
Eight, it is suggested that the development of leisure tourism should adopt the corporate operation mode.
As mentioned above, protecting the historical features of Gulangyu Island is the value of protecting Gulangyu Island. Developing leisure and holiday tourism is to protect it in the process of development and make the protection more market-oriented. Therefore, it is suggested to adopt the corporate operation mode to develop leisure tourism.
First, clear the direction. Take the joint-stock company as the main body, integrate and utilize the existing resources of Chilangyu (mainly private houses and gardens), develop leisure and holiday tourism in Gulangyu, and gradually increase the proportion of leisure and holiday tourism in the tourism management scale of Gulangyu.
Second, the preparatory work. Through the coordination of relevant departments, the right to use celebrities' former residences and private houses can be obtained in the form of ownership acquisition, ownership replacement, buyout of the right to use (including buyout service life), and conversion of ownership or use right into shares at a fixed price.
Third, set up a company. Guide the establishment of one or two companies. At present, we can mainly rely on state-owned tourism enterprises to register and set up new enterprises in the form of sole proprietorship or equity participation. Take this as a leader to drive individual industrial and commercial households to improve supporting services.
This can achieve the following effects: first, increase the tourist highlights of Gulangyu and promote its economic growth; Second, it is conducive to driving Gulangyu tourism service package and improving the tourism service system; The third is to increase the cost of living in Gulangyu, restrict the entry of refugees and restore the "quiet and clean" environment in Gulangyu.
Nine, Gulangyu scenic area to implement the package ticket system.
The implementation of the guaranteed ticket system was considered by the municipal government, but it was not implemented in the end. In fact, the current "scenic spot ticket system" has left room for some small travel agencies to reduce the tourism quality of Gulangyu Island when promoting tourism products at low prices (for example, reducing scenic spots, only visiting the island without entering the scenic spots, or even facing each other across the river). This not only reduced Gulangyu's tourism income, but also ruined Xiamen's tourism reputation. There are two forms of package ticket system: one is the one-vote system on the island, including tickets for ferries and all scenic spots, and the other is the combined ticket system, which can combine tickets for various scenic spots into several different types of packages.