With an investment of nearly 10 billion, can 188bet sports betting make an unpopular destination famous?

Changde Peach Blossom 188bet sports betting, known as “the only prototype of Tao Yuanming’s paradise”，Limited by unremarkable stock resources for many years，Fierce competition in the scenic spot with the same name，The destination’s lag in resource development and tourism marketing and other factors，Always mediocre performance in destination competition。

In the context of consumption upgrade，More and more landscape scenic spots are beginning to build new projects and renovate them，Ancient Town、Performance has become a standard feature in major scenic spots，Peach Blossom Spring is also one of them。But these two are also the hardest hit areas for product homogeneity，Peach Blossom 188bet sports betting has invested nearly 10 billion in funds、Key ancient towns and performing arts projects，The market response is still lukewarm。

The recent launch of "Longing for Life"，Brought a wave of attention to the filming location, Peach Blossom Spring ，But judging from past experience，If the destination does not form a new product system，Come to undertake、Extended experience and consumption，It is difficult to escape the sightseeing check-in mode，Finally and quickly silenced。When the native resources are insufficient，Why is it difficult to reverse the current situation of 188bet sports betting spots with short-term traffic increases？Behind the bottleneck of Taohuayuan development，What structural dilemmas of similar landscape 188bet sports betting spots are highlighted？How to get rid of these difficulties？

Gloomy 188bet sports betting

Peach Blossom 188bet sports betting is one of the well-established scenic spots in China。According to research，As early as the Jin Dynasty，There is a Taoyuan Temple on Taoyuan Mountain in the Peach Blossom Spring。Tao Yuanming made Peach Blossom Spring famous all over the world with his article "The Story of Peach Blossom Spring"，By the Song Dynasty，Peach Blossom Spring was separated from Wuling County，Set to Taoyuan County。1991，Hunan Province Taohuayuan Scenic Area Management Office was established，2001，Peach Blossom 188bet sports betting was rated as a national 4A tourist attraction。

Despite its long history，But it is located in the Peach Blossom 188bet sports betting in northwest Hunan，Against the backdrop of the two major scenic spots Zhangjiajie and Fenghuang Ancient City，Looks a little bleak。On Xiaohongshu APP，A total of 40,000+ Zhangjiajie related notes，20,000+ articles in Phoenix Ancient City，Peach Blossom 188bet sports betting only has 4900+ articles，The gap is obvious，The same is true on OTA platforms with larger traffic such as Ctrip。

One of the important reasons is，Compared with the Zhangjiajie Scenic Area, which is listed as a world heritage, and the Fenghuang Ancient City with distinctive folk customs，Peach Blossom 188bet sports betting itself does not have outstanding resource advantages。Official website information display，Peach Blossom 188bet sports betting is located on the banks of Ruanjiang River，Qin Xi inside、Qin Gu、Peach Blossom Mountain、Taoyuan Mountain、Wuliu Lake、Ten thousand acres of peach trees and other multiple landscapes。But generally speaking, the scenic area is dominated by landscapes，The product structure is relatively simple，And lack of popularity。A period when sightseeing tours dominate，Peach Blossom 188bet sports betting failed to generate corresponding volume and popularity，It is a typical non-well-known landscape scenic spot。

Since 2011，Changde City has begun to vigorously promote the development of Peach Blossom Spring tourism，Shen Ximiao, then deputy mayor of Changde City, said at the promotion meeting，Changde plans to invest 10 billion yuan in the comprehensive development of Peach Blossom Spring within 10 years，Make it a "paradise"。Same year，Peach Blossom Spring 188bet sports betting Spot Market Management，Taohuayuan Management Area was established，Fully responsible for the development, construction and management of Taohuayuan，A total of more than 60 million yuan has been invested，Improving the quality and expanding the capacity of old 188bet sports betting spots、Improve infrastructure facilities, etc.。In addition，Changde Taohuayuan Tourism Management Co., Ltd. was also invested and established by Changde Cultural Tourism Investment and Development Group Co., Ltd.，Responsible for the daily operation and management of the 188bet sports betting spot。

Generally speaking，Upgrading the level of competent departments，able in policy、Capital and other levels provide more support for the development and management of 188bet sports betting spots，It is also conducive to attracting more social capital to invest in the construction of heavy asset projects。

Since 2014，Peach Blossom 188bet sports betting closed for three years，Invest nearly 10 billion yuan to improve the quality of the scenic spot。September 2017，The nearly 12 square kilometers of Taohuayuan core scenic spot has reopened，built into Qinxi、Qin Gu、Peach Blossom Mountain、Taoyuan Mountain、Taohuayuan Ancient Town、Nine major landscape projects including Momocheon Wanshou Palace，The area of ​​Peach Blossom 188bet sports betting has been expanded from 2 square kilometers to 20 square kilometers，Daily tourist capacity increased from 3,000 to 50,000。End of 2020，Peach Blossom 188bet sports betting was successfully promoted to a national 5A-level scenic spot。

But what can be seen is，The quality improvement and renovation of Taohuayuan 188bet sports betting focuses on expanding the scale、188bet sports betting project integration、Basic aspects such as facility optimization，The reconstructed scenic spot still features a stream、Valley、Mainly sightseeing landscapes such as mountains。As the “highlight” of the transformation，Public information display，The total investment in Taohuayuan Ancient Town exceeds 6 billion，Built into a comprehensive dining area、Sojourn、Entertainment、A comprehensive ancient town integrating shopping and more。But in the context of the rise of the ancient town trend，Taohuayuan Ancient Town has not broken away from the model of antique buildings + commercial blocks，Lack of cultural accumulation， After its launch, the reputation and popularity were not very satisfactory。

(Picture 188bet sports betting: Ctrip APP)

Create an idyllic scenery in Changde City、In the context of a well-known domestic tourist destination integrating leisure and vacation，2020，Peach Blossom Spring Theme Resort Hotel is officially under construction，Total investment is about 600 million yuan，Positioned as a "hotel + paradise" all-weather one-stop leisure resort complex，Became the first high-star hotel to be put into construction in the 188bet sports betting。After taking the first step，How to build the leisure and vacation project of Taohuayuan 188bet sports betting in the future、How to complement existing tourism resources，Problems such as increasing and converting passenger flow pose a test to the development of destinations。

To be the only prototype of 188bet sports betting?

In addition to competition among destinations within the province，Peach Blossom 188bet sports betting also faces competition from similar or even identical scenic spots。Specifically，All parties have different opinions on whether the Peach Blossom Spring actually exists、There are different opinions on the location，There are more than 20 places in history that are considered to be the former sites of Peach Blossom Spring，Several scenic spots named after Peach Blossom Spring have appeared across the country。

Among them，The most famous，The biggest "threat" to Changde Peach Blossom 188bet sports betting is Youyang Peach Blossom 188bet sports betting in Chongqing。1999，The "Dayou Cave" located in Wuling Mountain District was officially renamed Youyang Peach Blossom 188bet sports betting。Let’s look specifically at the two tourism products，Compared with Changde Peach Blossom Spring，Youyang Peach Blossom Spring is located in the hinterland of Wuyi Mountain，Mountain landscape is more prominent，In addition，Also has cave landscape、Tujia and Miao folk culture and other special tourism resources，In comparison, the products are more abundant and diverse，But it is relatively backward in terms of infrastructure。

In the context of Chongqing’s vigorous development of tourism，Youyang built an ancient peach garden with the theme of peach blossom garden、Fuxi Cave、Youzhou Ancient City、Taohuayuan Forest Park、Taohuayuan Square、Peach Blossom Spring Style Town、Eryoushan Paradise Cultural Theme Park、Taoyuan Grand Stage and a series of projects，Strive to create the prototype of "Xanadu" written by Tao Yuanming。From 2005 to 2012，Youyang Peach Blossom Spring Scenic Spot has grown from a national 1A-level scenic spot to a 5A-level scenic spot，Leading Changde Peach Blossom 188bet sports betting for nearly 8 years。

Both are national-level scenic spots，The travel products provided have similar themes、Similar types，188bet sports betting nearby，Various factors have intensified the competition between the two。2016，Youyang typed "There are two peach blossom gardens in the world，One in your heart，One in Youyang" slogan，And put it on the opening page of Sina Weibo。This move intensified the competition between the two，Netizens from both sides had a heated debate on the topic of Peach Blossom Spring Territory，And continues to this day。

Behind the fight for “naming rights”，It is the tourism industry that is increasingly important to local economic development。In recent years，Enhancing the quality and upgrading of 188bet sports betting spots，Changde and Youyang both have a lot of moves。2019，The rail sightseeing car project of Youyang Taohuayuan is put into construction，After completion, the daily transportation volume of tourists will reach 8,000。Wulingshan Cultural Tourism Development Alliance is an important starting point for making Chongqing’s cultural tourism industry bigger and stronger，Youyang County is one of the first batch of member units。The alliance proposes to further integrate cultural and tourism resources in the region，Breaking administrative district barriers，Promote complementary advantages within the region、Close cooperation、Coordinated development，Make Wulingshan culture and tourism industry bigger and stronger，Gradually build the Wuling Mountain area into a nationally renowned ecological folk culture tourism destination。

Compared to Chongqing, Youyang 188bet sports betting is included in the entire destination construction section，Changde Taohuayuan currently pays more attention to creating brand effect。The importance of 188bet sports betting to Changde，From Hunan Provincial Department of Culture and Tourism、Changde Municipal People’s Government becomes the organizer of 188bet sports betting Cultural Tourism Festival，It can also be seen from the actions of the Changde Municipal Government that "successfully organize festival activities such as the Changde 188bet sports betting Tourism Festival" into the 2021 "Government Work Report"。

In recent years，In the process of publicity and promotion，Changde Peach Blossom 188bet sports betting pays more and more attention to emphasize itself as "the only prototype of Tao Yuanming's paradise"。Internet Era，As destination marketing methods become more diversified，Linkage with "Longing for Life"、"Happy Camp" and other popular variety shows，It can also be seen as Changde Peach Blossom Spring increasing its own influence，One of a series of actions to increase the leverage in competition for naming rights。

The promotion effect brought by variety shows is also more obvious。Public information display，May 1，Total number of tourists to Peach Blossom 188bet sports betting 2.120,000 people，Ranked first in Hunan Province in terms of number of tourists received。Whole May Day holiday，The scenic spot has received a total of 20 tourists.750,000 people、119 year-on-year increase.57%，Cumulative revenue achieved is 40.82 million yuan、44 year-on-year increase.46%。

Can the traffic brought by 188bet sports betting be sustained?

Despite the blessing of popular variety shows，But the traffic brought is largely not based on the projects and experiences of Taohuayuan 188bet sports betting itself，It is the result of the celebrity effect，How much retention and conversion this part of the customer traffic can ultimately achieve remains a question mark。

Specifically，Slow life variety shows represented by "Longing for Life" export lifestyle，Audiences pay more attention to the interaction between celebrities，The destination only appears as background，Highly replaceable rate。In the main film of the program，The presentation of Peach Blossom Spring is mainly based on the "mushroom house" and the surrounding limited space environment，Many of the aforementioned landscapes in the Peach Blossom 188bet sports betting were not conveyed to the audience。On Douban page，Popular comments are occupied by content related to program guests，The Taohuayuan Scenic Area, as a filming location, has also fallen into the embarrassing situation of no one paying attention。

On the other hand，The conversion of traffic is based on whether the services and products provided by the destination can meet market demand。Dongxiang Island in Fujian in "Where Are We Going, Dad"，Wengcao Village in Western Hunan in "Longing for Life"、Beijing Wuling Mountain and other destinations，All due to factors such as lack of differentiated products or strong substitutability of products，Quick silence after exposure drop，The effect of "bringing goods" of variety shows is difficult to last。In comparison，Niche destinations such as Shapotou 188bet sports betting in "Dear Inn"，On the contrary, it can continue to attract customers with differentiated resources such as desert landscapes。

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If you look at 188bet sports betting from this perspective，In recent years, it has made a lot of efforts to enrich its product supply，If you spend a lot of effort to build Taohuayuan Ancient Town、Immersive performing arts and other projects，But it was not successful to some extent。

Except for the aforementioned ancient town projects that received negative reviews，The highlight of the "6+1" project of Peach Blossom 188bet sports betting - large-scale live performances "Hunan Encounters with Peach Blossom Spring" and "Peach Blossom Spring"，Respectively known as "China's first micro-time and space immersive interactive experience drama" and "domestic first river drama" ，However, the two plays did not receive much attention on the Internet after they were staged。In Ctrip APP，No viewers have commented yet on "Xiang Yu Peach Blossom Spring"，There are only 50+ entries in "Peach Blossom Spring"，The positive reviews focus on the viewing effect，But the performance and plot are weak、There are many criticisms in terms of low cost performance and so on。

From the perspective of the entire cultural tourism industry，Ancient Town、Performance and other projects have become standard features in major 188bet sports betting spots。Although it combines the local characteristics and cultural background of Peach Blossom Spring，However, Taohuayuan Ancient Town and performing arts projects are still essentially imitating other destinations，Not yet based on its own unique resource endowment，Create a differentiated product system。See later，When the product fails to form a differentiated advantage，The temporary popularity will be difficult to maintain after all。

Where is the 188bet sports betting going?

Despite the lack of highlights on the project，However, there are still many positive factors in the development of Taohuayuan 188bet sports betting。

One，It is a deep binding with Hunan Radio and Television。Except for variety shows，December 25, 2020，Taohuayuan and Hunan Radio, Film and Television Group reached a strategic cooperation intention；2021 Hunan Satellite TV's "Longing for Together" Spring and Summer Welcome Conference was held in the scenic area on April 28，Releases spring and summer variety shows, film and television series, etc.。It not only innovates the traditional investment promotion method with the help of real landscape scenery and performing arts programs in the scenic area，Also recommend Peach Blossom 188bet sports betting to tourists from outside the province。

At the Peach Blossom Spring Cultural Tourism Festival on March 25, 2021，The Taohuayuan Tourism Management Zone Management Committee signed a strategic cooperation agreement with Hunan Radio and Television Media Co., Ltd., a subsidiary of Hunan Radio and Television Group，Proposed to steadily advance the joint efforts to make Taohuayuan cultural tourism industry bigger and stronger、Create a well-known cultural and tourism IP domestically and even globally。Bailinzhou Cultural Tourism Development Project、The Xiaoxiang Film and Television Base project is also progressing steadily。Binding with Hunan Radio and Television，It also provides more imagination space for the subsequent development of Taohuayuan 188bet sports betting。

Secondly，It’s a leisure vacation、Opportunities for the development of wellness tourism。Seven census data display，The population in Hunan Province is accelerating towards the Changsha-Zhuzhou-Tanzhou urban agglomeration、Especially gathered in Changsha, the provincial capital，Urbanization is further accelerating。From the perspective of industrial layout，The three cities of Changsha, Zhuzhou and Tan have formed a resource-based model、Industrial system dominated by heavy industry，Not suitable for health care、Leisure vacation and other tourism products。188bet sports betting and Wulingyuan Tourist Area (Zhangjiajie、Suoxiyu、Tianzi Mountain)、Jishou Phoenix Tourist Area、Mengdong River tourist area is connected on a tourist line，Constitutes the Western Hunan Tourism Region。First-mover advantage of traditional tourist destinations in the western region、The geographical environment mainly in mountainous areas is suitable for the development of leisure tourism、Healthy tourism creates conditions。

Secretary of the Party Committee of Taohuayuan Tourism Management District、Wu Caixia, director of the Management Committee, once said，Taohuayuan is vigorously promoting the establishment of tourism and industrial development，Close to the vanguard of cultural and tourism integration、Rural Revitalization Demonstration Area、The target positioning of the new highland of leisure and health care。Public information display，Peach Blossom 188bet sports betting is undergoing artistic conception Peach Blossom Spring、Yuanming Pastoral Life Experience Park、The City of Love、Construction of Wuling Fishing Village and other projects，Basically focus on leisure experience travel projects。Starting from this year，Agricultural Development Bank of China Changde Branch will be in 3 years time，Provide credit funds of more than 6 billion yuan，Support the construction of key projects in Taohuayuan。

But the layout is for leisure and health care，We also face the problem of how to deal with the homogeneous competition among the western 188bet sports betting regions，Among them，How to introduce new business formats，Enriching product supply will become the key，And behind this is a more profound and complex industrial logic。In addition，The overall economic development level in northwestern Hunan is relatively low，Limited local market capacity，Inadequate transportation infrastructure，Limitations such as low 188bet sports betting resource development capabilities pose challenges to Taohuayuan’s goal of creating a “new highland for leisure and health care”。

The development bottleneck of Taohuayuan，This is also a dilemma faced by many 188bet sports betting spots of the same type currently。As the industry accelerates innovation，Product creation、There is new logic in destination marketing and other aspects，Temporary “hot” traffic cannot support the rise of a destination，Destination’s ability to continuously innovate in play style，This is the key point in the new round of cultural tourism competition。