As a travel blogger, how can you express “this place is worth a visit” concisely and powerfully? Adding a "small" character is enough.
The most popular ones are Little Nara, Little Kyoto, Little Kamakura, and Little Santorini. In fact, there are Little Paris, Little Rome, and Little Maldives, but they have all taken a back seat.
The famous place of flowing water, the prefix of iron hitting. Will "junior generation" be the traffic password and survival manual for contemporary tourist attractions?
The juniors are not enough
According to the standard of "collecting over a thousand", I roughly counted the popular "Little Nara" in Xiaohongshu.
▲ You can count how many are with “deer''.
Generally speaking, although it is only incomplete statistics, East China, South China, Central China, North China, Southwest China, Northwest China, and Northeast China all have their own "Little Nara." There are roughly three types in terms of types: developed by real estate companies; planned by tourist attractions; and pure check-in points for Internet celebrities.
▲ Jin Nara Park. Picture from: Bring-You
"Little Nara" is visually a collage of elements of Nara Park: deer, grass, trees, ponds, wooden fences, and sometimes girls in white dresses. These elements have nothing to do with cultural heritage and geographic location. They are only displayed in the viewfinder, just like the white label on the black background added to the photo, telling you in an emphatic tone: "I was there, I saw it, I took a selfie."
In spirit, the "little Nara" are also similar. The templates used by the bloggers of Xiaohongshu include: escape from the city plan, stray into the small wonderland of the city, travel around the world without going out, XX travel around, 0 yuan punch card … This is nothing special, and so are many travel notes.
But even the 5000-year-old Liangzhu site is also called Little Nara, which is completely unnecessary.
From many posts, it can be seen that the rice fields in the ancient city of Liangzhu are green and reeds are scattered, the grass stands upright, and the distant mountains can be seen. There are also thatched huts that reproduce the life and work in the water city.
The important basis for classifying Liangzhu as "Little Nara" is that the "Luyuan" is not large in scale, and tourists are not always able to take photos with sika deer. Grasping an inconspicuous feature and an iconic element elsewhere may be concealed.
But "junior characters" has become a mature set of marking rules. According to "Semi-Finished Finance" , there are at least 102 "Little Kyoto", 68 "Little Kamakura", 52 "Little Switzerland", 43 "Little Santorini", 40 "Little Nara" and even "Little Nara" nationwide. "Little Morocco" has 27.
When you search for "Little Kamakura" in Xiaohongshu, the city bar above is very smart, telling you directly which cities have Kamakura, and you can accurately find the little Kamakura in a certain city. In the picture below, there are cities such as Wuhan, Suzhou, Shishi, Jinhua, and Huizhou.
Not only the juniors from abroad, but also the famous domestic attractions such as Xiaojiuzhaigou, Xiaoerhai, Xiaosanya and so on. Members of the junior generation also have to compete internally to win the qualifications for seniority.
Of course, there are also people who stand on the opposite side of the juniors. In addition to the rigorous rebuttal, the heat is still caught (praise), it can be said that magic is used to defeat magic.
In the comment area of some junior attractions, in addition to asking for addresses, there are also special questions for filters. The "Butter Camera" app has a special Nara filter, and the "Xiaotu" app has a complete range of Kamakura, Kenting, Kyoto, and Switzerland.
▲ The left is a wake-up picture, and the right is a butter camera.
In fact, it is true that not so many people care about the cultural heritage of the scenic spot. What we care about is whether it can become a beautiful background board, and then converted into a social currency, a kind of conversational information that can be shared. "Do not go abroad to experience a strong XX style" is very cost-effective. Not everyone has the time and money to experience the exotic style personally. It is completely understandable as a personal "flat substitute".
But when it gets bigger, the admiration of "junior generation" is far more than a personal behavior. Collage elements to the extreme, or directly copy the original appearance, it is all kinds of style streets and theme parks.
Scaled down exotic
"Dalian Jinshitan Kyoto Style Street" is the "Little Kyoto" project officially produced by Dalian.
With a total investment of 6 billion yuan, the project is based on the historical preservation districts and traditional commercial districts of Kyoto, Japan, to create a cultural tourism town where every household is a business. The developer even specially hired a Japanese construction team.
▲The “Little Kyoto'' project was reported by Japanese media.
The official official account of "Sheng Tang·Little Kyoto" wrote: "I am in a little Kyoto, dreaming of the soul of the Tang Dynasty. Today, Kyoto, Japan, is the world's most complete city in the world that retains the capital of the Tang Dynasty. ·Little Kyoto is intended to showcase the culture of the Tang Dynasty. It is a microcosm of Kyoto in Japan and a portrayal of Luoyang, the eastern capital of the Tang Dynasty."
To reproduce the Tang culture by imitating the ancient streets of Kyoto, this logic is "nine bends and eighteen bends." Why not just build a "little Changan"?
According to China Business News , a historian who studies the history of the Tang Dynasty said that the developer's main focus is not the culture of the Tang Dynasty, but Japanese elements. This kind of business splicing and marketing logic is far-fetched.
Such street styles are not alone. There are Mangu Garden in Guangzhou, Orly Town in Huizhou, Dutch Flower Town in Shenzhen, and the "Paris Tower" in Yantai, Shandong. According to the statistics of "Cultural Industry Review" , there are at least more than 20 places of domestic and foreign scenic spots.
▲ Guangzhou Mangu Garden.
In fact, there are many small Kyotos in Japan. "Little Kyoto" generally refers to a town with an ancient style similar to Kyoto. From the Muromachi period (between the 14th and 16th centuries), various parts of Japan have developed their own cities to resemble Kyoto.
As of June 2019, Japan has 43 officially certified small Kyotos . They must be recognized by the "National Kyoto Conference" and meet at least one of the following conditions: possess a natural landscape, street style or architectural style similar to Kyoto; Historical origins related to Kyoto; possession of traditional industries and folk arts.
▲ One of the Little Kyoto in Japan. Picture from: KAZE / PIXTA
In comparison, most of the domestic style streets are hurriedly created, and some of them are not like gods or gods.
The non-theme park is the one that integrates the landscapes of various countries.
The Shenzhen Window of the World, with the slogan "Give me a day, I give you a world", is composed of eight regions: World Plaza, Asia, Oceania, Europe, Africa, and Americas. There are imitations in proportion. There are more than 130 scenic spots in the world. For example, the churches in the European area were copied in the ratio of 1:5, 1:1.15, and 1:1.25, and the Mount Jesus in Brazil was copied in the ratio of 1:1.25.
▲Window of the World. Picture from: Window of the World official website
Similarly, because of the lack of cultural heritage, these miniature landscapes are just images that can be consumed instantly, and there is no need for repeated play if they lack the aftermath. Shenzhen is a young and energetic city with row upon row of high-rise buildings, but it is not as good as Beijing's Forbidden City and Siheyuan, Shanghai has Bund buildings and Shikumen, and its culture and history still need to slowly leave traces.
In fact, these style streets and theme parks are good for driving the local economy. There is no need to deliberately dismantle or renovate. Being silent is an expression of tolerance but not flattery to foreign culture, but if it becomes a trend or even mainstream, it is out of date.
▲ "Paris Tower" in Shandong. Picture from: Oriental IC
When the small Nara, the style street, and the theme park can appear in the corners of the Jiangnan water town, the black land of the northeast, and the northwest desert at the same time, there is no repulsive reaction. It is a chronic poison, indicating that the local area is either unfamiliar with the local culture or It is impossible to find a better way to attract tourists, so element collage and full imitation are needed.
In the self-media era, any place may be famous, but if you can't find a characteristic city, its volume may become smaller and smaller.
Opportunities are left to cities that are prepared
The 2018 "Short Video and City Image Research White Paper" shows that in terms of city image videos, Beijing and Shanghai are leading in number, while Chongqing's total broadcast volume is even better, and it is the most popular "Vibrato City".
According to Jiemian News, there was a paving process before Chongqing became an Internet celebrity city. Yuzhong District and Shapingba District, which have the richest tourism and cultural resources, have done a lot of work in leveraging their resource advantages.
The Hongya Cave in Chongqing was once known as the "Spirited Away" location and the realistic version of "Spirited Away", but Hongya Cave was built in 2006 by the Chongqing Municipal Government with a total investment of 385 million yuan. Engineering, and "Spirited Away" was released as early as 2001.
▲ Night view of Hongyadong. Picture from: Photograph.com
This unreasonable rumor has now almost disappeared, indicating that Chongqing has gradually found its direction. Chongqing does not need the blessing of Spirited Away. Hongyadong is a stilted building group built along the river and built on the hillside. In addition, Chongqing has the Liziba "Chuanlou" light rail, bomb shelter hot pot restaurants, and ancient streets and alleys behind Chaotianmen. In the cyberpunk night scene, technology and antiquity coexist. All these urban characteristics have been fully demonstrated in self-media and social media.
Litang also became popular from short videos, and "Sweet Wild Boy" Ding Zhen made everyone pay attention to this county that has not been out of poverty.
Ding Zhen's explosion was an accident, but Litang County was not. It is 4000 meters above sea level and belongs to the southeastern edge of the Qinghai-Tibet Plateau. It has blue sky, snow-capped mountains, glaciers, forests, and grasslands. The scenery is not inferior to Daocheng and Jiuzhai.
▲ Ding Zhen and his hometown.
According to Nan Fengchuang's "Ding Zhen, a Planned Soft Landing" , cultural tourism is an industry that Litang County has developed with almost the entire county's efforts in recent years. In September 2018, the Litang County Cultural Tourism Investment Company planned to build a cultural tourism industry around the core scenic spots of "One Mountain, One Town, One Wetland", so "if it wasn't for Ding Zhenhuo, there would be others."
What Ding Zhen did was to ignite the fuse, so that everything in Litang County was speeded up as a matter of course.
Not every place has the same difficult-to-copy scenery as Chongqing and Litang, but each place has its own characteristics, and you can even create different ones yourself. For example, the local mascot of Kumamoto Prefecture, Kumamoto, Kumamoto.
The original Kumamoto Prefecture was very low-profile in Japan, and people outside the prefecture may not know what special products and scenic spots there are. But in 2011, the Shinkansen line that runs through Kyushu was opened. The Kumamoto prefectural government hopes to seize the opportunity to attract passengers to get off at Kumamoto Station. The main color of Kumamoto Castle, black, and the blush that symbolizes the nickname "Fire Country", make up the cute Kumamoto bear. After a series of nonsensical and ostentatious marketing activities by the prefectural government, Kumamoto has led Kumamoto Prefecture to become famous all over the world.
The opportunity comes where there is preparation. For scenic spots, "pretending to be in XX" is always a business opportunity, but in the We-Media era, there are many channels and methods to promote a city, and it is vital that it is not uniform.
The ubiquitous juniors and shoddy style streets are more like a mediocre state that does not require thinking. Its purpose is to be quickly identified. It is based on this mediocrity that the transmission of information, communication and consumption can be accelerated.
As for individuals, apart from wandering in the "city model room", we also want to see more of the natural growth of the land. In the experience of broadening life, there should be more than consumption and social interaction.
▲ The title picture comes from: "A Midsummer Fantasia"
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