November 20, 2020，The Second China Rural Heritage Hotel Demonstration Project Conference and China Rural Heritage Revitalization and Development Forum were held in Beijing Shougang Park。This conference is guided by the State Administration of Cultural Heritage，Sponsored by China Association for the Protection of Monuments and Sites，Historic Villages and Towns Professional Committee of China Association for the Protection of Monuments and Sites、Beijing Tsinghua Tongheng Planning and Design Institute、Dadi Scenic Tourism Group、Co-organized by Zhihui Group。This conference brings together relevant national ministries and cultural tourism industry experts and scholars、Leading cultural tourism company executives、Project operators and other people with lofty ideals in the industry，Focus on the inheritance and revitalization of rural heritage，Exploring the cultural tourism revitalization path of rural heritage，Let the cultural heritage in the village rejuvenate in the new era。General Manager of Qingpu Tourism Destination Development Preparatory Center、Gong Linna, general manager of Fujian regional company, attended this conference and gave a speech。

Lecture，Gong Linna talks about the need to seize the market cultural positioning in cultural heritage revitalization operations - "localization" of experience content、Operation team “localization”，Any service product must start from experience and content，Transport quality services to the market，Empowering cultural tourism with culture，Building high-quality cultural vacation products based on the concept of humanistic experience operation activation。Also talked about relying on differentiated and characteristic resorts、Heritage、The concept of site selection for cultural sites，Convey its accommodation culture to experience customers，And explore each local culture，Transform all eating experiences in customer service，Accommodation experience and other six-sense experience content。

Gong Linna said that the core of cultural heritage renovation is comfort，Standing on every comfort detail of the user’s accommodation experience，Make the comfort of every detail of the space in line with current people’s behavioral habits，Only talents can stay here，Stayed long，Moderate renovation of heritage buildings，But not too much about the past with historical traces、Cultural Stories、Major changes to the architectural features and crafts。

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(This article is compiled based on the speech transcript，Zhi Hui is the editor)

188bet online sports betting Tsingpu as a pioneer in cultural vacation，Making visible and invisible architectural and cultural contents of cultural heritage from various places，Connect to various consumers in the market through its own core R&D team and operations team，We play the role of a bridge led by operations implementation。

As a newcomer who has been in the cultural tourism industry for nearly four years，As a cultural traveler, I am honored to stand here today on behalf of Qingpu to introduce to you our past experience，And our future goals。

The theme I want to share with you today is “Cultural Heritage·Activation Operation”，Qingpu cultural vacation，Since its establishment in 2015, it has proposed the development direction of integrating culture and tourism。The word "Qingpu" is taken from Tibetan，Means returning to the original state，Represents the core values ​​of the enterprise。At the beginning of its establishment, Qingpu positioned itself as a "comprehensive service provider for humanistic vacation lifestyle"，So far we have Qingpu Cultural Hotel，There is also TSINGPU FOUND, an urban lifestyle resort brand that represents the youthful attitude  HOTEL，There is also a new retail space "T-LAB Series" for non-accommodation cultural experience，At the same time, we are also building a medium-sized "experiential cultural vacation destination"，Design from the top、One-stop service from planning to operation。Before 2019，The market is saying that Qingpu is a B&B business，At that time we told the market that Qingpu was not a B&B business，What we do is provide cultural experience content and high-quality space services。While constantly conveying Qingpu’s philosophy and positioning to the market，We are also constantly showing the market what Qingpu is that can be seen, touched and experienced in practice，The first three Qingpu Cultural Hotels opened to the market on October 1, 2017，Development to this day，Qingpu built accommodation、Non-accommodation、Product ecological chain of holiday destinations，There are three brands under the accommodation，We continue to use Qingpu’s speed and operational capabilities，Tell the market，We are the market positioning of "a comprehensive provider of humanistic vacation lifestyle"。

Qingpu Cultural Resort is positioned as a high-quality cultural vacation experience，It also has a boutique resort positioned as "Explore the City"，This brand captures the market and targets younger people with a more youthful lifestyle，Hope to provide consumer groups with lifestyles based on different urban cultural themes，The target is "urban renewal" project，Discover the more interesting culture of the city，Focus on the lifestyle of the city from a new perspective。The new lifestyle retail composite space brand is called “T-LAB”，There is tea in it，There is coffee，There is a leisure bar，Create a leisure station with different local cultural attributes，I hope that non-staying holiday guests and tourists from all over the world can taste 188bet app download local cultural characteristics through this space、Drink and cultural experience。Our operating boutique vacation destinations，It is a Minnan overseas Chinese village in Jinjiang, Quanzhou with a history of more than 600 years，Rated as the fourth batch of traditional Chinese villages in China，A very interesting and authentic traditional village building complex of overseas Chinese in southern Fujian, only 15 minutes’ drive from the city center，It is also a key project in Fujian Province，Qingpu as operator，The operation concept is also centered around "experience"，Adhering to Qingpu’s focus on content creation，Operation philosophy based on quality service。

Since the establishment of Qingpu，During the past four years of operation，Acquired continuous recognition from the market，Won 35 international and domestic awards so far，Also certified by the international organization Design Hotels。Qingpu is under the certification system of mainland China，Occupies half of the country。

What Qingpu does is cultural vacation，What is the concept of site selection？What standards are passed，Bringing different differentiated experiences to the market。Let me share with you our site selection concept，Qingpu’s site selection concept is divided into three parts，World Heritage Site，Cultural and natural。

Where did we choose Qingpu products？一、Gulangyu，It is a World Heritage Site，Very special。There are also earth buildings in Nanjing、Baisha Ancient Town in Yunnan、Mudu Ancient Town in Suzhou，And the overseas Chinese village in southern Fujian that I just shared，There are also Slender West Lake and Huangshan Xiuli in Yangzhou。

We choose resorts with differentiated characteristics，Heritage，Cultural Place，We constructed the scene of Qingpu，There are hotels in these scenes，Themed hotel，There is space for lifestyle，There are also vacation destinations。Nanjing Earth Building Complex，We constitute Qingpu Cultural Management Resort Products，Although the building of the cultural resort is not a world heritage site，But we still call the century-old earth buildings folk cultural relics，To convey the experience culture of Hakka accommodation，Communicated to our customers。This is after transformation，Because it is a traditional house，Tulou are all renovated old buildings with rammed earth and wood structures，To achieve the comfort of vacation，Spent a lot of energy in research。 

This is Mudu Ancient Town, Suzhou，It is the former residence of Shen Shou, the embroidery master of the Qing Dynasty，It was also transformed from Xiaoyinyuan, which the Emperor Qianlong called his "folk palace" Hongyin Shanfang during his sixth visit to the south of the Yangtze River，Both the two cultural resorts, Tulou and Mudu, took three years to come into existence，At the same time, it will be launched into trial operation on October 1, 2017。

This is Qingpu’s cultural hotel in Slender West Lake, Yangzhou，Although this hotel is not an old building，188bet app download But this building uses 1.2 million old bricks from Yangzhou houses through design to create a new Yangzhou garden space concept architectural form，What you experience here is the local Weiyang culture。

Lijiang Baisha Cultural Hotel，The architectural form also uses the five-flowered stone of the local Naxi people，Every stone is polished by hand，Built a Naxi cultural accommodation experience space。

This is our sixth cultural hotel，In the beautiful scenery of Huangshan Mountain，Create an accommodation experience with Huizhou cultural characteristics。

There is also a resort destination "Wulin" in Minnan Overseas Chinese Village under construction and operation，Creating the accommodation experience of a traditional single-family house in southern Fujian。

This is the one closest to our location，Badaling Cultural Hotel in Beijing，She represents 2 of Qingpu’s business.0 era，From the beginning of 2019, Qingpu started to do light asset export，Cooperating with local governments and state-owned enterprises，Leverage Qingpu’s quality and brand power guided by practical operations。In the past, traditional wineries faced certain development bottlenecks during the special market transformation of the entire industry，Early 2019，Qingpu discussed with the winery owner how to use operations to empower the winery culture into the cultural tourism industry，Realize a new operating model for the market in the next 20 years。

We restored the entire winery wine culture experience，You can see 800 acres of vineyards here，Traditional red wine brewing workshop and traditional wine cellar，Stay here，Taste a glass of red wine produced by the winery。

TSINGPU FOUND HOTEL is in Riyue Bay, Hainan，Resort space with first-line sea views in Riyue Bay，This brand line is different from the cultural hotel，It is a precise theme experience，Have the best surfing experience at the best surfing base in China。

We just talked about “T-LAB”，Qingpu in different traditional scenic spots，Optimize the traditional tourist landmark space into a living experience space with high-quality content experience，Relying on its own historical and cultural attributes + quality service。The first one is "Qiushui Pavilion" in Nanjing Tulou Scenic Area，Yun Shui Yao，Renamed "Yun Shui Yao" because of a movie，The hero’s name is Huang Qiushui，So this shooting place became Qiushui Pavilion。

Heritage、Cultural Place、Naturally create scenes with different cultural characteristics，Why are we talking about operations today，Emphasis on content operation，Because we have land，Has a house，Find the best designer，But what is going on inside the house，Who will do it，What services and content are provided，This is the most important point for our sustainable future。Relying on unique places，After creating space products of different cultures，The core of Qingpu is culture empowering cultural tourism，Humanistic experience operation activation，This is our core。What do you 188bet online sports betting rely on？It is the core team，Discover each local culture，Transform all eating experiences in customer service，Experience of staying here，Six senses experience content。How did we do it in the past and now？First，Qingpu and the locals，Site selection is local，Architecture is local，What is the relationship between Qingpu’s products and local people？Qingpu is positioned as a cultural vacation，Cultural content is king，Who is doing this？Qingpu has 2,200 cultural instructors，In addition to the first-line core gold medal mentors。These mentors，There is a retired primary school principal，There are artists on the street，Provincial level、National level intangible cultural heritage teacher，Different tutors form our tutor pool，Work with mentors to hone our content，Who relies on to spread these contents？Depend on the operation team。Every hotel in Qingpu except the director，They are all localized by the operation team，They are all locals，Qingpu passes every one of its products，Selected into the 2020 China Rural Heritage Hotel List。Driving young people to return home，Hometown co-construction model。Selected as a cultural hotel in Nanjing Tulou today，Willing to return home and come to Qingpu，There are also young people in the village who go to big cities after graduating from college，Willing to return home and come to Qingpu，With the horizons opened outside，Entering the cultural tourism industry with familiarity with 188bet app download local cultural characteristics。

Why the operation team must be localized？For those who do local B&Bs，The biggest difficulty every B&B encounters is standardized operation，Quality service。Our operations team is localized，High stability；Second，Do operations，Always look at products from the market perspective、View service，When every local operation staff faces guests，All represent local business cards for every consumer，Because we are currently doing cultural tourism，This is not traditional tourism、Stylized tour guide service，Qingpu hopes that every local operator brought to you will be friendly，Like neighbors，Can tell local life and stories very kindly。

Locals join Qingpu，We provide standardized quality services，At the same time, we have also created a community co-construction model that relies on the hotel as the core。If you experts and teachers stay longer in Qingpu’s hotel，You will find that every librarian actually has a small business at home，Have my own teahouse、My own B&B，Qingpu hopes that what employees learn here can be brought to their families，Knowing how to do it is better。The success of a place’s products does not mean success，It is the success of a group，In order to attract more people in the market to pay attention。Share an interesting case，In 2015, Qingpu chose a tulou as a cultural resort site，When it opens in 2017，The price of local B&B is 50-120 yuan，When Qingpu was describing what he wanted to do，Actually, many people don’t understand 188bet online sports betting it，Because everyone’s imagination is different。Completed on October 1, 2017，Created a one-price, all-inclusive product model with an average price of 3,000 per room。Qingpu is driven by brand communication and marketing，Within one year of operation，Xiamen、Hong Kong、Shenzhen，Many large institutions and their quality clients，All come to Qingpu’s hotel for vacation and experience local culture。As of now，The surrounding B&Bs already have 800~1,000 products，This is something we are very proud of，Because I hope more people know that this place is a suitable place for vacation。

Second，Except after Qingpu had a relationship with the locals，With product space，With operation，With a cultural mentor，What is the core？is the content。Qingpu’s Cultural and Creative Product Center has developed different cultural experience courses with different cultural instructors，Our eight cultural hotels have created 322 experience courses，Every family has 30、40-door experience，Use cultural content to revitalize operations，What does it operate？It is the local culture。

This is Yangzhou, this is earth building, it is completely differentiated.

This is the distribution of Qingpu products.

So far，I hope Qingpu products can be found everywhere，Qingpu is a cultural experience center driven by local cultural content，I hope that every Qingpu product can become a local cultural experience center，After first forming a local cultural center，Serving the community first，The second group serving the city，The third service serves the holiday crowd，Chinese people take vacations at most twice a year，This is the direction of Qingpu，We wish to form a new window，Local people need to understand the local culture，Come to Tsingpu for experience and service，This is the direction of Qingpu。

We see Qingpu，Started in the travel industry in 2015，Continue to delve deeply into this industry in the past five years and in the future，Build your own content for different business types，Truely realize the market and consolidate the role of "humanistic vacation lifestyle comprehensive service provider"。We are protecting the historical features，Activate local culture，Also provides Qingpu’s quality service content。Qingpu proposed the product operation concept of "chain without duplication"，The chain is about quality service，What is not copied is that each product is a product and space content form that is transformed according to local culture，So every family is different，We are a provider of high-quality humanistic vacation destinations created with content and services。

Everyone is welcome to visit Qingpu. Thank you all!