Q&A: How to make industrial tourism fun?

Deng Hongbing, professor of economics and doctoral supervisor. Director of Hubei Province Regional Innovation Capacity Monitoring and Analysis Soft Science Research Base, Director of the Regional Economic and Investment Environment Research Center of China University of Geosciences, Chief Editor of "Hubei Province Investment Environment Blue Book", and Chief Editor of "China Industrial Tourism Development Report".

Main research areas: tourism planning and tourism economy, regional economy and investment environment, ecological civilization and regional sustainable development. He has hosted and participated in more than 80 National Natural Science Foundation projects, National Social Science Foundation projects, provincial and ministerial projects and projects commissioned by governments, enterprises and institutions, published more than 130 academic papers, and published 17 books and textbooks of various types, ranking first As a winner, he has won 7 scientific research awards at provincial and ministerial levels or above.

Make industrial tourism fun

Industrial tourism is centered on the protection and development of industrial heritage and heritage resources, while displaying it in combination with modern factories or production parks, and creating A special tour that produces experience value for tourists. Since the reform and opening up, my country's economy has developed rapidly, which has promoted the rise and development of industrial tourism. The great development of the tourism industry itself has also promoted the development of industrial tourism, especially the in-depth promotion of tourism in the context of all-for-one tourism, which has promoted the great development of industrial tourism.

At the first National Industrial Tourism Innovation Conference held in November 2016, it was proposed that my country's industrial tourism will enter a golden development period in the next five years. my country has now formed a complete industrial system, with 262 resource-based cities, 145 national-level high-tech development zones and 219 national-level economic and technological development zones, laying a solid foundation for the development of industrial tourism. The integration of tourism and other industries under the background of all-for-one tourism has promoted the development of industrial tourism under the "tourism industry" system. my country's industrial tourism development potential based on the developed industrial system is huge.

After the 19th National Congress of the Communist Party of China, the development of China's industrial tourism has entered a new era. Improving quality and efficiency and vigorously promoting the development of China's industrial tourism have become important tasks for China's tourism development in the new era.

1 Stone from other mountains:

Pursue multi-party win-win strategy

To talk about the development of industrial tourism, it is necessary to look back at the development process of industrial tourism in the world . At the same time, I would also like to share several typical foreign successful cases of obtaining dividends from economic transformation and development through industrial tourism.

Since the second half of the 18th century, with the industrial revolution and the development of productivity after the end of World War II, industrial development has entered a period of rapid development. In the late industrial revolution, some British family-owned industrial companies began to build museums, art galleries or parks. At the end of the 19th century, with the development of British industrial archeology, the protection and development of industrial heritage was taken seriously, and some industrial-related cultural relics were developed and used as tourism products. Around the 1950s, industrial tourism began to develop as a new form of tourism.

Generally speaking, the development of foreign industrial tourism has gone through three stages: the embryonic stage from the end of the 19th century to the 1950s, the initial stage from the 1950s to the 1980s, and the large-scale development stage since the 1980s. stage. Countries such as Germany, the United States, and the United Kingdom have many mature experiences. Their unique features are mainly to highlight the heritage of industrial culture, insist on diversified and differentiated development of industrial tourism resources, and pay attention to environmental protection and sustainable development.

German industrial tourism first appeared in the 1950s and emerged in the 1980s. It started with automobile companies such as Mercedes-Benz taking the lead in allowing consumers to visit automobile assembly sites for free. At present, the number of tourists received by German industrial tourism projects has reached 1/3 of the total number of tourists in the country. The most successful and famous one is the industrial tourism in the Ruhr area. The Ruhr area industrial tourism network covers 400 kilometers of holiday and leisure roads and 700 kilometers of dedicated bicycle roads, passing through more than 20 cities such as Duisburg, Essen, and Dortmund, and includes 19 industrial tourist attractions, 6 National industrial culture museum, 17 industrial landscape panoramic viewing points, and 12 industrial immigration towns. The successful experience of industrial heritage tourism in the Ruhr area lies in the full development and utilization of industrial heritage, reasonable planning and design, and the adoption of diversified development models.

As the world's industrial power, the United States' industrial tourism started earlier, with various development forms and different types of industrial tourism projects with distinctive characteristics. For example, the chocolate town of Hershey in Pennsylvania is the largest chocolate producer in the world. In the first half of the 20th century, the town of Hershey was the Hershey Company, and almost all of the residents in the town were Hershey Company employees. Now, hundreds of thousands of tourists visit here every year.

The United Kingdom is the birthplace of mankind’s first industrial revolution and a pioneer country in the development of industrial tourism. It has made great achievements in the development of industrial tourism. Birmingham, known as the "Cradle of the Industrial Revolution" and the "World's Factory", began to develop industrial tourism in the 1970s, which is representative and exemplary. In particular, the transformation of the city's canals was very successful. On the basis of retaining historical traces, the original factory warehouses and workshops on both sides of the canal have been transformed into places where people can experience art, enjoy music, and relax, forming a comprehensive and integrated industrial tourism system. The Barge Bookstore, "Shadow" Factory, Jaguar and Land Rover Experience Center, Cadbury Chocolate World, etc. are all must-see industrial tourist spots for tourists. Currently, Birmingham receives approximately 22 million visitors each year. In addition, Cadbury World, Scotch Whiskey Heritage Centre, Elthbridge Gap Museum, Snibberston Discoverer Park, Elseca in South Yorkshire, etc. are all successful and can be learned. Industrial tourist spot. For example, Cadbury World specially introduces the history of chocolate to tourists and shows how to make chocolate. The scenic spot also provides services of hosting birthday meals for children; at the Scotch Whiskey Cultural Heritage Center, tourists can sit on a whiskey barrel-shaped electric car. Tour scenic spots within.

It can be seen from the above typical cases that industrial tourism plays a decisive role in the development of local economy. Industrial tourism is a new form of transformation and upgrading of resource-based cities and further innovative development of emerging modern industries. Data shows that more than 15 large and medium-sized industrial enterprises in developed countries in Europe and the United States carry out industrial tourism.

The experience of foreign industrial tourism development has given us the following enlightenment: First, the theme of industrial tourism routes should be clear, the characteristics should be outstanding, and the focus should be on creating experience. Most of Germany's current 120 industrial tourism routes have clear themes, are related to a certain industry, and are an "industrial cultural road." Such as toy road, car road, beer road, glass road, etc. The Volkswagen Autostadt in Wolfsburg, Germany is currently the world's largest and first automobile theme park. It displays a large number of automobiles and auto parts, as well as many experiential experimental devices. It is a typical and unique automobile cultural city. Wolfsburg has incorporated the entire city into automobile industry tourism. This model is of great reference value for the development of industrial tourism in our country. Second, we must pay attention to landscape reconstruction, but we must also properly handle the relationship between protection and reconstruction to achieve the image transformation of industrial tourist destinations and industrial relics. Germany's North Duisburg Landscape Park relied on Thyssen Steel Company to transform industrial sites. The No. 5 blast furnace was transformed into a climbable project, the gas tank was transformed into a diving center, and the No. 1 blast furnace was transformed into an open-air cinema. The silo was transformed into a children's activity area, the power distribution and supply room was transformed into an office and catering area, and the old office building was transformed into a youth hostel. Third, focus on developing diversified tourism products. Fourth, focus on putting solving social problems in an important position in industrial tourism development. German industrial tourism development focuses on achieving the best results for the community, government and investors, and on solving social problems such as unemployment caused by industrial adjustment.

2 Adjust measures to local conditions:

Both inheritance and innovation

Looking back, let’s analyze the discovery process and context of China’s industrial tourism. Generally speaking, China's industrial tourism has gone through the budding 1.0 era and the gradually standardized and orderly 2.0 era, and has moved towards the 3.0 new era of improving quality and efficiency.

In the budding 1.0 era, my country’s industrial tourism was only a form of visiting behavior, not real industrial tourism. Its founders are mainly well-known large enterprises in China, such as Shandong Tsingtao Brewery’s “Yu Ye Qiong Jie: Tsingtao Beer Welcomes You”, Haier Group’s Haier Industrial Tour launched in 1999, Shougang Group’s “Steel is Made This Way” ”, production lines developed by FAW Group and automobile display samples, etc.

From 2001 to 2016, my country’s industrial tourism has entered the 2.0 era, which is gradually standardized and orderly. The National Tourism Administration has successively issued the "Guiding Standards for Industrial Tourism Development", "National Agricultural Tourism Demonstration Sites and National Industrial Tourism Demonstration Sites Inspection and Acceptance Standards (Trial)" and "About Naming 306 Units including Beijing Hancun River and Shougang Corporation as "National Documents such as "Decision on Industrial and Agricultural Tourism Demonstration Sites" gradually regulate the development of industrial tourism in our country. At this stage, the work in Shanghai is representative. Shanghai formulated and promulgated the country's first local industrial tourism service standards - "Service Quality Requirements for Shanghai Industrial Tourism Attractions (Spots)", and was also the first to introduce the novel annual pass method into industrial tourism. At this stage, enterprises have become more conscious about developing industrial tourism.

At present, China's industrial tourism has entered the 3.0 new era of improving quality and efficiency. The new era of China's Industrial Tourism 3.0 is characterized by using a new resource and market outlook under the new development concept to achieve the innovative development of industrial tourism with quality and efficiency as the core. The new development concept is the code of action for the great development of China's industrial tourism in the new era. Quality and efficiency are the essence and core of the great development of China's industrial tourism in the new era. This is determined by the new characteristics of the new era after the 19th National Congress of the Communist Party of China. An important feature of the new era is that our country's economy has shifted from a stage of rapid growth to a stage of high-quality development. China's industrial tourism development must also adhere to the path of improving quality and efficiency.

China has unique material and cultural resource advantages in developing industrial tourism in the new era. There are many industrial cultural sites with unique connotations and strong attraction. my country's industrial tourism has spread across all fields, covering 41 major industrial categories. It has developed from simply displaying production processes and production techniques to diversified development, has spread from local areas to the entire region, and has extended from simple factory visits to industrial Shopping tours, industrial science tours, corporate cultural tours, industrial heritage tours, etc. Industrial heritage museums, industrial heritage parks, industrial cultural and creative industrial parks, tourist factories, industrial towns, etc. are the main supply forms of China's industrial tourism products in the new era.

China’s industrial tourism market in the new era shows unique characteristics. First, young people, students and the elderly are the main markets. Second, interactive experience products are the most popular in the market. Third, product market brands are changing. Gradually formed, fourth, market demand gradually heated up. The student market and the elderly market are markets that China's industrial tourism market can further vigorously explore, and they are also where the potential of China's industrial tourism market lies.

3 Accumulate and make progress:

Great development in transformation

Socialism with Chinese characteristics has entered a new era, and the development of industrial tourism in the new era has new requirements. The quality issue of industrial tourism development in this era has become more prominent and important. Quality and efficiency are the essence and core of China's industrial tourism development in the new era. In the process of China's industrial tourism development, we must pay attention to the strategic significance and role of improving quality and efficiency, and comprehensively plan a new pattern of industrial tourism development in the new era.

At present, China's industrial tourism development has shown a good momentum, but it still faces a series of problems and a series of shortcomings. For example, some areas have insufficient understanding of the development of industrial tourism, especially the lack of willingness of enterprises to develop industrial tourism, and some local governments do not have a unified understanding of the development of industrial tourism. Another example is that the structure of industrial tourism products is single and the characteristics are not obvious. In most places, Industrial tourism activities are simply visits to factories. Tourist participation requirements are not met, the "tourist" flavor is not reflected, and there is a lack of specialty tourism products and tourist souvenirs. Furthermore, China's industrial tourism development space is unbalanced, with large regional differences. Industrial tourism development is highly motivated and effective, but development conditions in more places are limited and the level is low.

I believe that we must firmly grasp the four main lines (chains) of industrial civilization chain, industrial industry chain, industrial city chain, and industrial enterprise chain in the development of industrial tourism to improve the quality of industrial tourism products. Fully grasp the demand for tourism consumption and find accurate product positioning and regional positioning. Deeply develop industrial tourism resources and increase tourist participation. Strictly follow the "National Industrial Tourism Demonstration Base Specification and Evaluation" industry standards and strengthen the construction of industrial tourism demonstration bases from aspects such as basic conditions, infrastructure and services, supporting facilities and services, tourism safety, tourism informatization, and comprehensive management.

Build a batch of industrial tourism from the aspects of location and rapid and convenient transportation conditions, tourism economic development quality and benefits, industrial economic development quality and benefits, industrial tourism resources and potential, industrial tourism development status, industrial tourism development environment, and ecological civilization display. Cities, comprehensively enhance the competitiveness of urban industrial tourism.

In comprehensively planning the new pattern of industrial tourism development in the new era, the industrial tourism market positioning must be accurate and market segmentation must be deepened. For example: industrial tourism with the theme of studying and choosing a career can be carried out for college students, industrial tourism with the theme of research and inspection can be carried out for government agencies, industrial tourism with the theme of investment promotion can be carried out for investors, and industrial tourism can also be carried out with the industry The association jointly organizes industrial tourism with the theme of promoting exchanges and observation, etc. In the new era, China's industrial tourism market expansion and marketing should focus on the following tasks: optimizing route combinations to increase the accessibility and layering of products, planning themed industrial tourism products, driving overall city tourism development through industrial festivals, and enhancing industrial The participatory and experiential nature of tourism products, sales and launch of industrial tourism products and derivative products, and online marketing and promotion with the help of the Internet.

Tourism is an important part of people's good life. We must stand at the height of solving the main contradictions in society, fully understand and accurately grasp the great significance and direction of industrial tourism development. On the one hand, we should contribute to solving the main contradictions in society through the development of industrial tourism; on the other hand, we should accelerate the supply-side structural reform and make the development of industrial tourism more balanced and sufficient by improving quality and efficiency to better meet the needs of the people. need.

Dialogue

From “manufacturing” to “intelligent manufacturing”

Q&A

Reporter: With Compared with other forms of tourism, what are the unique advantages of industrial tourism in promoting the development of tourism?

Deng Hongbing: Compared with other forms of tourism, industrial tourism itself has the characteristics of strong unique resources, clear market orientation, and is not subject to seasonal interference.

Industrial tourism resources have strong professional knowledge and high scientific and technological content, and have unique industrial cultural connotations. They are mainly the factories, production lines, production tools, labor objects and products of industrial enterprises. Different angles reflect the application of science, technology and business management methods in industrial production. For example, advanced equipment is the crystallization of science and technology, unique technology contains rich scientific knowledge, orderly production lines are the rational application of modern management technology, good working atmosphere and beautiful environment are the full expression of corporate culture, and industrial tourism resources Often difficult to imitate and monopolistic.

Industrial tourism is a kind of special tourism with clear market orientation and high quality of tourism consumers. Although the target market of industrial tourism is large and the composition of tourism consumers is also diverse, the youth market and middle-aged people are The elderly market is highly directional. Based on these characteristics, my country's industrial tourism reception is currently dominated by groups.

In addition, industrial tourism activities are not very seasonal and directional. Industrial tourism products are mainly human resources such as industrial production processes and industrial relics. Therefore, they are less affected by natural environments such as climate and have no obvious seasonal changes.

Question

Answer

Reporter: Industrial tourism has a positive effect on the development of tourism. On the other hand, whether developing industrial tourism is good for industrial enterprises? Is there any benefit? Is this "cross-border development" or "not doing business properly" for industrial enterprises?

Deng Hongbing: Industrial tourism is not only the icing on the cake for the tourism industry, but also of great benefit to industrial enterprises.

Many companies attach special importance to brand building. In fact, the development of industrial tourism is a clever way to increase brand awareness and an effective way for industrial enterprises to achieve brand competition. Industrial tourism can shape industrial brands and well-known products into competitive tourism products, bringing intangible benefits to industrial enterprises. It not only allows tourists to experience the unique charm of brand formation, but also strengthens the competitiveness of industrial enterprises themselves in the same industry. It can be said to be a particularly effective form of advertising. "Today's tourists are tomorrow's customers" is the concept of Qingdao Brewery's industrial tourism development, and it is also the best publicity.

Through industrial tourism, Tsingtao Brewery cultivates hundreds of thousands or even millions of loyal fans every year. Qingdao Haier Group developed the Haier Science and Technology Museum as a tourism product, which not only has the characteristics of a modern enterprise, but also attracts a large number of Chinese and foreign tourists to visit. BY-HEALTH launched a transparent factory tourism project with the theme of "Transparent Witness Happy Tour", which played a positive role in establishing corporate culture and brand awareness.

Carrying out industrial tourism can promote the organic integration of industries, promote the green transformation and upgrading of enterprises, and increase the economic benefits of enterprises. It is an effective means to improve the comprehensive benefits of industrial enterprises. For example, Shanxi Pingshuo Coal Mine uses environmental protection and technology as its product design concepts. Through unique industrial tourism products such as "Open-air Science and Technology Tour" and "Open-air Environmental Protection Tour", it shows the magnificent scenes of mining operations, while developing a circular economy. It enriches tourism projects and ultimately realizes the transformation, upgrading and sustainable development of the mining area. Enterprises that carry out industrial tourism can obtain direct benefits from direct sales of products, sales of tickets and souvenirs, and catering, accommodation, entertainment, transportation, shopping and other links. They can also obtain considerable benefits from the service chain brought by tourism. For example, idle factories can be converted into hotels, idle workers can be trained into service personnel, and the company's end products can be provided to tourists for consumption. The development of industrial tourism by enterprises does not mean that they are neglecting their duties. For industrial enterprises, industrial tourism is not only a bridge to spread the civilization of industrial enterprises, but also a strong driving force for the growth of industrial enterprises. Industrial tourism can be "crossed" across borders to create a unique beauty.

Question

Answer

Reporter: It can be seen from your lecture that there are some successful experiences and cases in the development of industrial tourism in the West, which can be applied to our country. Given the national conditions, copying or simply cloning is not advisable. What do you think about this? Any suggestions?

Deng Hongbing: The development of industrial tourism in my country must learn from the successful experience of Western industrial tourism development. The industrial tourism development model in developed countries is not limited to the observation experience of production workshops, but also includes various development models such as museums, public parks and leisure, comprehensive development, etc., and has formed a relatively complete system. At the same time, foreign industrial tourism also has the advantages of distinctive themes, flexible management, and emphasis on marketing. These are worthy of reference when we develop domestic industrial tourism.

It is not advisable to copy or simply clone the successful experiences and cases of Western industrial tourism development. It needs to be selectively learned and innovated. It is necessary to explore the industrial tourism model suitable for itself from their development experience, plan routes reasonably, improve its own industrial tourism system, and focus on learning their concepts and innovative thinking in developing industrial tourism. We must take the actual development of industrial tourism in our country as the premise, and develop industrial tourism with local characteristics based on the industrial tourism resources in different regions and local conditions. For example, in the process of industrial tourism development, Western countries have formed diversified tourism goals, rich tourism products and forms, flexible business methods, and hierarchical source markets. While learning from it, we should also innovate and develop industrial tourism based on China's actual conditions, find models and innovation points suitable for the development of domestic industrial tourism, form the characteristics of China's industrial tourism, and continuously promote the vigorous development of domestic industrial tourism.

I believe that Chinese and Western elements can be appropriately integrated to provide more tourism elements for industrial tourism. For example, Zhuhai Rossini Industrial Tourism Park attracts the attention of many tourists with its all-European style. It introduces the concept of the "Watch Garden" tourist park in Geneva, Switzerland, and combines European-style buildings with fountains, trees, ponds and bridges based on watch culture and time history. Integrated into one, etc., the industrial tourism route is integrated in one go, the guides are professional and high-quality, the brand cultural characteristics are distinctive, and the blend of Chinese and Western styles fully demonstrates the brand style, and the effect is good.

Question

Answer

Reporter: What do you think a complete industrial tourism industry chain should look like?

Deng Hongbing: Wuhan Iron and Steel Industrial Tourism has gradually formed a complete industrial tourism industry chain in recent years. Through the division of its own industrial tourism resources, Wuhan Iron and Steel has formed four industrial tourist attractions: industrial relics and museums, factory tours, cultural architectural landscapes, and natural landscapes in the Binjiang Scenic Area.

The mining pit of the Daye Iron Mine is the Huangshi National Mining Park. It is the main industrial relic of the Wuhan Iron and Steel Industrial Tourism Zone, distributed in Daye City, Huangshi, Hubei; the museums include the China Wuhan Iron and Steel Museum and the Daye Iron Ore Museum, and the Daye Iron Ore Museum is also Daye City; Qingshan River Beach is integrated into the urban landscape of Wuhan.

The industrial tourism industry chain can be understood from two perspectives: broad and narrow. The broad industrial tourism industry chain should include the analysis and evaluation of industrial tourism resources, industrial development planning and design, product design and development, marketing operations, capital markets, etc. The industrial tourism industry chain in a narrow sense mainly includes the development, operation and sales of industrial tourism products, such as tourism route development, tourism product design, production and sales, and training of tour guides and managers. Usually understood and operationalized in a narrow sense.

A complete industrial tourism industry chain must have the unique industrial culture and brand characteristics of the enterprise, which is the prerequisite for the development of industrial tourism; it must have specific tourism forms and tourism routes, and many tourism destinations must be determined based on the company’s advantages. forms of tourism, such as sightseeing in industrial scenic spots, museum exhibitions, science and technology museum demonstrations, hands-on experiences, etc.; it is necessary to have perfect tourism products, which must be perfectly integrated into tourism routes, and equipped with industrial tourism professionals; it must be coordinated and developed by multiple parties to complete It is impossible for the industrial tourism industry chain to be operated by just one or a few enterprises themselves. It also requires cooperation between enterprises, the government, and travel agencies. (Reporter Xing Litao)