Langya Mountain in Chuzhou, Anhui: Transforming from “Ticket Economy” to “Content Economy”

China News Service, Chuzhou, September 13 (Liu Honghe) Tourists took photos and checked in in front of the Zuiweng Pavilion, purchased cultural and creative ice cream at the "Zuiweng Shop", petted cats and drank coffee at "There is a Meow in the Mountain"... "In the past, we waited for the 'golden signboard' and other tourists, but now let the culture speak for itself." Lu Jian, general manager of Langya Mountain Tourism Development Co., Ltd., said in an interview on the 12th.

Anhui Chuzhou Langya Mountain Scenic Area relies on the core IP of Zuiweng Pavilion to promote the integration of "culture and tourism +" and create a "daytime rhythm + night immersion" full-time consumption scene. New business formats such as "Meow in the Mountain" forest cat cafe, "Linxi" day coffee and night wine, "Zuiiweng Shop", and Dongmen Summer Night Market have been launched one after another.

Lin Yue, a freshman from Zhejiang, said: "After visiting the Zuiweng Pavilion, petting the cat and drinking a cup of coffee, I felt relaxed." Zhang Lan, a tourist from Jiaxing, Zhejiang, took her children to experience the culture. "The sentences in the textbook suddenly came alive when I came here." In the "Ziuiweng Pavilion", a variety of cultural and creative products make the Zuiweng Pavilion in the textbook look, feel, and can be taken away.

According to Lu Jian, Zuiweng Pavilion Cultural Creation takes Ouyang Xiu's cultural IP as its core, integrates Zuiweng Pavilion architecture and the natural landscape of Langya Mountain, and covers products such as ornaments, models, accessories, and trendy toys. In the first eight months of this year, Zuiwengting’s cultural and creative revenue reached 2.4017 million yuan (RMB, the same below).

Lu Jian, who has taken root in the scenic spot since 1995, has witnessed the transformation of Langya Mountain from a "ticket economy" to a "content economy". "Using Ouyang Xiuhe's "The Drunkard's Pavilion" as the core, using the landscape as the scene, we will make the sightseeing tour into a cultural and creative tour that can be experienced, consumed and disseminated," she said.

"The Zuiwengting IP is the core representative of Chuzhou's 'Pavilion City' culture, carrying the spiritual core of having fun with the people, loving the mountains and rivers, and being calm and open-minded in adversity." Wang Lianxia, ​​director of the Chuzhou Municipal Culture and Tourism Bureau, said that in recent years, Chuzhou has continued to promote the integration of the Zuiwengting IP into cultural and creative peripherals, urban publicity and digital IP development, becoming a cultural business card for building a "youth-friendly young cultural tourism city".

In the first eight months of this year, Langya Mountain received 2.5996 million tourists, of which 66% were from the Yangtze River Delta.