2018-09-1815:33|Zhejiang News Client|Reporter Li Danchao Zeng Yi Correspondent Si Jinye Every day after dinner, Gao Fuquan, who is in his 70s, always goes for a walk in Quyuan Fenghe, and then invites old friends to Boxiang Pavilion Sing a few ditties.

2018-09-18 15:33 | Zhejiang News Client | Reporter Li Danchao Zeng Yi Correspondent Si Jinye

Every day after dinner, Gao Fuquan, who is in his 70s, always goes to Quyuan Fenghe for a walk and meets up with his old friends. Go to Bo Xiang Pavilion and sing a few ditties. Gao Fuquan never thought that the controversial action he participated in 16 years ago would allow him to dream of 西湖 in his later years.

One day in early 2002, Gao Fuquan was sitting at the mobilization meeting for the West Lake surrounding project at the Dahua Hotel in Hangzhou. At that time, the main leaders of Hangzhou City had a bold idea: to cancel the fee in the West Lake Scenic Area. Gao Fuquan, then director of the Green Land Relocation and Construction Engineering Office around the lake, received the last important task before retirement: comprehensively greening the West Lake, rectifying the scenery around the lake, and transforming scenic agricultural areas...

West Lake has always been China's opening to the outside world. One of the business cards. As early as 1929, Hangzhou first held the West Lake International Expo, "in order to make people all over the world admire the West Lake and admire domestic products." Since 2000, Hangzhou has restored the West Lake Expo and held it once a year. The West Lake Expo has become the "World Expo" A window to understand Hangzhou and Hangzhou to the world; in 2002, the West Lake demolished its walls and returned the lake to the people, and Hangzhou's door to the outside world has further deepened.

It is a good thing to benefit the people, but in the era when domestic scenic spots only had " ticket economy ", the maverick West Lake has attracted various doubts about the operation model of the scenic spot.

What surprised Gao Fuquan was that after the implementation of the lake-encircling project, the West Lake not only became bigger and more beautiful, but also saw a rapid increase in the number of tourists. Compared with the first "National Day" holiday after the West Lake was free in 2002, the "National Day" holiday in 2017 "The number of tourists received by the West Lake Scenic Area has doubled, and Hangzhou's comprehensive tourism revenue has exceeded 100 billion yuan every year.

"Now that I think about it, West Lake's free service is more than simply 'making things better for the people'. Its approach of using tourism as a diversion entrance is exactly the popular Internet thinking. Popularity is like traffic. West Lake first used a trick of 'free' to earn as much popularity as possible. , everything will be easier once the traffic comes,” Gao Fuquan said.

is free and convenient for tourists, but it makes a group of "scenic area people" feel the pressure. A few days before West Lake canceled its tickets, Qian Fangling from the ticket class at the Huagang Management Office of the West Lake Scenic Area muttered: If there is no need to sell tickets, will she be unemployed? On October 1, 2002, the West Lake Scenic Area was officially open to the public free of charge. The ticket office of the scenic spot was closed. All members of Qian Fangling's ticket class were transferred to the management office. The ticket sellers turned into "tourist attendants" and "ran around the scenic spots. Respond to the various needs of tourists at any time.”

Under the pressure of huge crowds, the details of the lack of services in urban management have been exposed. "How can tourists find it worthwhile to come? Do they still want to come?" Qian Fangling and others joined the West Lake Volunteer Service Corps one after another after they were transferred to "tourist attendants" after retirement, becoming the "red vests" that can be seen everywhere by the West Lake.

After seeing people's new consumer demand for "resort-style tourism that pursues experience and advocates service" in the era of mass tourism, Hangzhou took the lead in improving the level of tourism services in scenic spots and cities and improving tourist experience: small details such as free herbal tea stalls and the West Lake Smiling Pavilion , outdoor free WiFi, "Hangzhou toilet search" WeChat applet, thoughtful multi-level accommodation packages such as "star hotels, boutique B&Bs, youth hostels" and " Qianjiang New Town Light Show , Hangzhou International Expo Center, surrounding beautiful countryside" Diversified new tourism products.

breaks the rules and is not limited to the small calculation of scenic spot revenue, but focuses on the big calculation of fame improvement and urban development. West Lake, which has gathered popularity and wealth, has attracted more attention from the world after its successful application for World Heritage and the G20 Hangzhou Summit. Data shows that Hangzhou received 1.056 million inbound tourists in 2002. By 2017, this number nearly quadrupled to 4.022 million. The West Lake brand is called the super IP of tourist attractions in the industry.

In the "IW" cultural and creative store opened at the exit of Lingyin Temple in Hangzhou, the owner Tong Xin is introducing the products in the store to Chinese and foreign tourists. There is a painting based on the "Qianlong West Lake Palace Picture Scroll" Congratulations cards also include Longjing cakes filled with playful little monkeys. Since 2010, Tong Xin has successively opened three cultural and creative shops near West Lake. She said: "The West Lake brand awareness has increased and the cultural and creative industry has been activated.All the works in the store are based on the West Lake. Cultural and creative works are the best carriers to inspire people to discover the history, humanities and other genes behind the scenic spot. "

Now it seems that West Lake Free is the choice of the times made by Hangzhou based on its own development needs, using tourism business cards to drive industrial development. Today with the rapid development of the Internet, the super IP of West Lake has become a powerful engine to promote the development of the tourism and cultural industry. In recent years, , Pan Gongkai, Yang Lan, Mai Jia, Liu Heng, Yu Hua, Gao Mantang and other dozens of celebrities have set up their own studios around the West Lake. China International Cartoon and Animation Festival, Hangzhou Cultural and Creative Industry Expo, "most remembered is Hangzhou". "Artistic performances... Through brand activities, West Lake has become the spiritual symbol of Hangzhou.

Recently, the West Lakeside has become lively again. The third Taobao Creation Festival was "moved" to the West Lake and was held for the first time. "Exclusive event, which allows West Lake to connect with hundreds of millions of young consumers on the Internet who are passionate about traditional culture. Tongxin realizes that the heyday of West Lake, a super IP, is here, and the opportunity has come for more people to recognize West Lake, and she will spare no effort Do a good job in West Lake cultural creation