刚过去的五一假期，滕王阁景区举办“背《滕王阁序》免费游”的活动赚足了人气，这是景区以文化为卖点的成功营销案例。5月5日，记者获悉，江西省多个景区从以前“卖”风光资源转而“卖”文化底蕴，积极转型，以更好地开发旅游市场。

Last May Day holiday,Tengwang pavilion scenic area"back[Tengwang pavilion preface]Free to swim"Make enough popularity of activities,It's scenic spots to culture as the selling point of the successful marketing case.On May 5,,Reporter has learned that,Multiple scenic spot in jiangxi province from the previous"To sell"Landscape resources to"To sell"Cultural background,Positive transformation,In order to better develop tourism market.

　　据全省多个景区统计数字显示，五一假期，游客接待人数不输往年。但据核地之光旅行社负责人透露，其从事三清山、婺源和龙虎山等线路批发多年，今年五一假期出现了一些新情况，就是团队游客和自驾游客与往年相比有一定幅度下降。“我们每天都会和景区及当地酒店对接，今年酒店客房剩下不少，且价格下滑。以婺源为例，往年五一普通标间每晚280至360元，最高400元，但今年只要180元左右，最高280元。”该负责人称，受禽流感影响，在江西过夜的外地游客数量也下滑30%以上。该消息得到了从事井冈山、庐山等线路批发的山水旅行社证实。他们称，从全省景区今年的经营情况看，有的景区游客上升，有的有所下降，旅游市场可谓有喜有忧。

According to statistics from the province many scenic spots,The May Day holiday,Visitors reception number not to years.But as one of the nucleus to the light of the travel agency said,Its in the mountain/Wuyuan and dragon line wholesale for many years,The May Day holiday this year there have been some new situations,Is the team of tourists and compared with previous years have certain amplitude of drive tourists."We every day and scenic spot and local hotel,Hotel guest room left a lot this year,And the price down.Wuyuan, for example,In 51 normal standard rooms 280 yuan to 360 yuan per night,Up to 400 yuan,But as long as 180 yuan this year,Up to 280 yuan."The responsible person,Affected by the bird flu,In jiangxi province for the night on the number of tourists has dropped by more than 30%.This message has been engaged in jinggangshan/Lushan mountain, such as line wholesale scenery travel agency confirmed.They say,Look from the provincial scenic spot in this year's operation,Some scenic spot tourist rise,Some of the decline,Tourism market is mixed.

　　“传统景区从之前的拼风光资源，转而拼文化底蕴。”滕王阁景区营销部经理李敬称，受岳阳楼的启发，该景区结合自身特色，推出“背《滕王阁序》免费游”活动，国内多家主流媒体报道，网友赞誉度和参与度都很高，活动推出三天即迎来1200位免费游的游客。据介绍，活动首日，上海有一家三口专乘飞机到南昌，让9岁孩子背诵，并现场感受登滕王阁的意境。业内人士称，长远来看，以文化为切入点，吸引大量孩子、青年人前往，滕王阁这个传统景区找到了新的卖点。

"Traditional scenic spot from previous spell scenery resources,To culture."Tengwang pavilion scenic area marketing manager li jingyi said,Inspired by the yueyang tower,The scenic spot with its characteristics,launch"back[Tengwang pavilion preface]Free to swim"activity,More than domestic mainstream media reports,Internet is very high degree of recognition and participation,Activities for three days free 1200 tourists to visit.According to introducing,The first day of activities,There are three specially fly to nanchang in Shanghai,9 years old children to recite,And the feelings of the tengwang pavilion of artistic conception.The personage inside course of study says,In the long run,In order to culture as the breakthrough point,Attract a large number of children/Young people go to,Tengwang pavilion this tradition has found a new selling point of the scenic spot.

　　4月中旬，龙虎山大型实景演出项目与媒体人杨澜的阳光媒体集团签约，也是一次营销景区文化的尝试。杨澜称，龙虎山作为道教文明发源地之一，文化底蕴让人印象深刻。不过有人质疑，放眼全国，印象海南、大红袍、普陀等多个实景演出项目运作得并没有想象中的成功。而在省内，又有上饶、井冈山等实景演出启动在先，龙虎山实景演出能否取得成功？

In the middle of April,Large mount longhu subject-live performance project Yang LAN sun media group signed a contract with the media people,Scenic area is also a marketing culture.Yang LAN said,One of the dragon as a civilization birthplace of Taoism,Culture is very impressive.But some question,Across the,Impression of hainan/dahongpao/Putuo subject-live performance, such as project work was not so successful. The.In the province,And shangrao/Jinggangshan subject-live performance start first, etc,The dragon subject-live performance can be a success?

　　“我们不是盲目上马。”该景区相关负责人称，为了将龙虎山的道教文化较好地“演绎”出来，经过为期一年对其他景区的考察，我们确定以演出节目为切入点，增加对游客的吸引力，并让节目和景区互相促进，互为补充，以拉动景区整个产业链的发展。

"We are not blind horse."The relevant responsible person of the scenic spot,In order to bring the dragon Taoist culture better"To deduce"Come out,After a year's examination of other scenic spots,We determined to show as the breakthrough point,Increase the appeal to tourists,And let the program and promote each other,Complement each other,To pull the scenic area of the whole industry chain development.

　　以往，井冈山景区留给大家的印象多是“红色景区”，但近期针对广东、福建、湖南等周边省份的20多个大中城市，该景区力推绿色、生态、健康概念，邀请当地多家旅行社和媒体前来踩线与报道。三清山景区则计划从单一观光型景区转变为度假休闲景区，目前已达成养生园等多个项目的合作协议，并将于5月份举办2013年首届国际杜鹃花旅游文化系列活动，希望以杜鹃花为卖点，吸引全国各地游客的目光。

In the past,Jinggangshan scenic spot for everyone's impression is more"The red area",But the recent for guangdong/fujian/Of the surrounding provinces such as hunan more than 20 large and medium-sized cities,The scenic spot push green/The ecological/Concept of health,Inviting more than local travel agencies and the media to step on the line with the report.Mountain scenic area is planning from the single purpose of leisure scenic area scenic area into a holiday,Now health garden, and other project cooperation agreement,And will be held in May 2013, the first international azalea tourism culture series of activities,Hope was sold on the basis of azaleas,Attract the attention of visitors all over the country.

　　对此，省旅游局旅游促进与国际合作处处长王斌表示，在“江西风景独好”旅游品牌的引领下，全省各景区已从原始的吆喝中意识到创意营销的可贵。这令人欣喜，但建议景区多结合自身特色，在模仿中形成自身独特的营销创意。有了“绝活”，才不怕“巷子深”。

For this,Provincial tourism administration of tourism promotion and international cooperation department chief from said,In the"Jiangxi scenery alone is good"Under the guidance of our tourism brand,A provincial scenic spot of the Shouting from the original realize creative marketing value.This happy,But the propose more combinative oneself characteristic scenic spot,To form their own unique marketing ideas in imitation.There are a"skills",Just afraid of"Alley deep".

　　江西财经大学旅游管理学院副教授曹国新称，根据调研，江西省景区的游客旅游购物仅占其综合消费的7%，远低于全国20%的水平。因此，景区在从风光转向人文、做足眼球经济的同时，还需改善经营模式，不能仅依靠门票收入，更应将饮食、购物等配套完善，以拉动景区整个旅游产业链的发展。( 记者杨碧玉)

Jiangxi university of finance and tourism management, associate professor at Cao Guoxin said,According to the survey,Jiangxi scenic spot of tourists travel shopping accounts for only 7% of its comprehensive consumer,Far below the national level of 20%.so,Scenic area from the scenery to humanities/Do their eyeball economy at the same time,Still need to improve the business model,Can't rely on ticket sales,More should be eating/Shopping, etc,To pull the scenic spot of the whole tourism industry chain development.( The reporter Yang Biyu)