[Mengyuan Wonderland] Open and innovate in adversity to explore new type of recreational tourism development model

Editor's note:

"Specialized new" is professionalism, refinement, characteristic, and novelty. In order to implement the decision -making and deployment of the provincial and state's high -quality development of "specialized new" enterprises, in recent years, the "specialized new" enterprises in Xishuangbanna seized opportunities in difficulties, pioneered innovation and development, accelerated in adversity, accelerated, accelerated The construction of the project has made outstanding contributions to the high -quality development of the whole state. This issue of reporters will take you in -depth understanding of the "Specialty New" cultural tourism enterprise in Xishuang Shuangda.

Mengyuan Wonderland is located in Mengla County, Xishuangbanna Prefecture. It is a comprehensive ecological tourist scenic spot that integrates natural landscapes such as mountains, water, stone, tropical rain forests, and cave community. During the epidemic, the ideas of innovation and development of Mengyuan Wonderland Scenic Area, reshaping customer positioning, product positioning and business development model, implementing "film and television+activities+marketing+tourism" brand publicity strategies, and the four major sectors of recuperation, tourism, research, and sports linkage Developed into a driver, positioning the theme of "Rain Forest Ling Cave, Kangyang Paradise", actively developing the market, and "turning" with action, becoming a typical case of innovation and development of tourism enterprises in Yunnan during the epidemic. Experience and revelation.

In recent years, with the increase in the proportion of parent -child tourism market and the change of consumer demand for parent -child tourism, research tourism, etc., the Eryuan Wonderland has grasped the upsurge of "camping heat", "research tour", "parent -child experience", and adheres to market -oriented For the premise, market segmentation of age groups and consumer groups, based on base resources, analyzes market demand, carry out planning and design of forest -recreational products, forest recreation lines and public service systems, strengthen the base of the base forest recreation products Market competitiveness and brand awareness.

At the same time, the scenic area actively integrates resources and innovative products, focuses on channel construction, strengthens cooperation with online tourism platforms, and plans to launch natural education products with the theme of tropical rain forests- "Rain Forest Return Plan" The research tours are the highlights, developing experience -oriented tourist products such as rainforest crossing, starry camping, tropical rain forest flying Ladako, rainforest meal, cave healing and other experience tourism products. Establish a smart management system with the Kingdee system as the core, introduce international brand hotels, internationally renowned recreational tourism brands, and use existing resource advantages to build a cave -cave recreational tourism center and forest healing center. Tourism, health care, and health industry chain.

In addition, we have also established in -depth business cooperative relationships with platforms such as JD.com, Midea, Tencent, Mango TV, and gradually established a brand of recreational tourism. Pickings and explore a new "tourism+" development model to promote the transformation and upgrading of the tourism industry. At the same time, the integration and development of the scenic area and the surrounding villages has driven the employment of surrounding villagers and helps the local rural economic development.

Nowadays, Mengyuan Wonderland has achieved transformation and upgrading from traditional sightseeing to deep experience scenic spots. , National Forest Introduction Pilot Construction Base. From 2018 to 2021, the operating income of Eryuan Wonderland increased year by year, with a cumulative increase of 70%. In 2021, operating revenue increased 100%over 2020 and 15%from 2019 before the epidemic. It achieved rapid growth under adversity. The continuously launched Kangyang tourism products were sought after and favored by the market.

In the next step, Mengyuan Wonderland will combine the advantages of project resources to create a more distinctive recreation model, fully tap the local cultural advantages and architectural characteristics, and in -depth integration of recreational and tourism, ecological tourism, cultural experience, outdoor sports and other industries. Introduction of health tourism products with the theme of forest recreation, forest health and forest education.

Reporter Li Shuqiwen

Photo Conferring in Mengyuan Wonderland Scenic Area

Editorial Ma Yinrui

Review Huafang

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