In the long process of geological evolution, formed through a combination of factors such as crustal motion, wind erosion, water erosion, climate effects and wind effects, the unique geological wonders and colourful landscapes of nature are the magical landscapes that nature has been able to bring to mankind。
I. Background of the case
This unique geological landscape, situated in the territories of zhang xuan city, iizawa county and sunnan county, is the most typical of the developing danxia landscape in the arid regions of northern china, 40 km east of zhang zhang city and 20 km north of zhang zhe county, covering an area of approximately 50 square kilometres. It is known as “the seven most beautiful places in china” as “the seven most beautiful places”。
In recent years, the value of the g7 tourism brand has been fully released, the quality of tourism services has improved, the system of tourism products has improved, tourism standardization has advanced steadily, the tourism market has expanded steadily both within and outside the country, a modern enterprise governance system has been in place and the development of landscapes has yielded significant results. The landscape was successfully created as a world geological park and a 5a-class tourist attraction in the country, and was awarded several honours, including the provincial civilization unit, the province-wide civilization modeling unit for the development of cultural tourism, the department-wide collective award for the distinguished contribution to cultural tourism development, the award for the development of industrial innovations in tourist landscapes, the award for the best natural eco-tourism in china for the year 2016, the award for the best natural eco-tourism in china at the china sports tourist fair in 2017, the title of the china sports tourism quality zone, which was chosen by the people's daily in 2018 to be the top 20 in china's tourism branding area, and the award for china's best natural eco-tourage project in 2021 at the tenth aitia awards, ranking 70th in 2024。
Results of the approach
The first is high-profile, responsible and solid foundations for development. The programme for the creation of world-class tourism sites in zhang xianzha has been issued, and a plan for its implementation has been drawn up on an annual basis. The chinese institute of tourism and the hong kongzhou (beijing) tourism planning and design co. Ltd. Of china have been hired to prepare the zhang xian dangxia world tour site construction programme and have invited the chinese academy of sciences academy member liu jiaxuan, the director of the chinese institute of tourism, dai bin, and the president of the china tourism association, wu binghu, to conduct field visits and conduct consultations. The strengthening of the support of the project, the completion of the re-run of the " arangragda " upgrading project, the completion of the landscape infrastructure upgrading project, the operationalization of the research practice laboratory project, and the ongoing project for the construction of the second phase of the danxia small town and the upgrading of the smart landscape are providing a strong impetus to the development of the landscape。
The second is to expand advocacy, enrich content and enhance brand impact. The festivals of the 7th zhang dynamite cloud show, the stars concert, the “zhang dynamite landscape” press conference, the “kop says tanhiya” live contest, the 3rd high-level forum of natural culture, the 4th earth science tourism congress, the 3rd zhang dang dynamite air balls carnival, the 7th international training course on the management and development of the world geological parks, invited more than 30 leading experts and scholars from within and outside the country to conduct field visits and conduct on-site lectures, over 650 expert scholars and social figures to participate in research exchanges and study tours, over 90,000 tourists to witness the only beauty of heat balloons and seven colours; and the eight combination of low-air tourism experience products such as helicopter sighting, the free flying of heat balloons, the flight of heat balloons and the flying of power umbrellas, have resulted in a low-air tourism brand management team with 17 pilots, which has received over 100,000 visitors from 2015 to date. With the launch of the 7cs, over 70,000 teachers and students from 52 countries around the world entered the 7cs, showing the full range of scientific, aesthetic, ecological and cultural values of special resources such as zhang csang tsang, and further expanding the brand of china's best low air tour destination。
Third is upgrading services, expanding markets and creating quality brands. Actively developing tourist products such as deep tour and photography, low-altitude sightseeing, camels, building and upgrading study tourism facilities, setting up a tantsia research travel agency, producing and printing study tourism courses, developing and launching three lines of research on fine products such as tantsa, tatsa and tatsa, and developing and marketing more than 230 creative products with distinct geographical characteristics, and increasing the area's recreational and tourist experience satisfaction. In keeping with standards and good service, over three decades of 30-day training courses have been held to build world-class tourist attractions, and more than 300 viewers have been trained in this area in a combination of thematic coaching and hands-on training by leading national tourism experts. Actively creating civil tourism units, standardized demonstration enterprises, further refining 10 service codes for 9 positions, such as security, scalability, interpretation, cleaning, etc., and developing a standardized tourism management service system for view areas. Ten units in peizawa county form the resident law enforcement regulatory working group, and law enforcement work is carried out in the tourist peaks to create high-quality service attractions throughout the country。
The fourth is excellence-led, resource-integrated and new regional linkages. A strong, win-win, combined with the construction of a northern tourism corridor to optimize the integration of the "seven tsing tsing tsing tsing tsing tsing tsing tsong tsang corridor" zhang zhang zhang, alangrada, and complex regional line products such as deep cruises, customized tours, packaged with 18 single ticket products, initially building regional tourism linkages. In september 2024, zhang tangxia cultural tourist company successfully presented itself on the third board as the first new third board company in gansu province, re-energizing the continuing development of the g-7 chamtam xai district。
Fifth is the normative system, the strengthening of governance and the reform of the development management system. As a result of various efforts, the zhang xianzha protection ordinance was issued and the administrative and operational mechanisms for the “triple power sharing” and “company plus” were further refined. The successful completion of 48 reform tasks such as the recruitment of career managers, three institutional reforms, contractual term of office, the establishment of more than 10 business management systems such as the hiring of career managers, management of management-level salaries, performance appraisal of managers, management of payroll, management of external guarantees, and the initial establishment of a modern enterprise management system with clear property rights, clear lines of authority and management of science, with more modern and more scientific management of the landscape。
Lessons learned
In implementing the concept of integrated development of “tourism + sports” “tourism + navigation” and “tourism + research”, the quality development centre maintains the integration of the cultural and literary communities as the main thrust of high-quality development. It strengthens industrial integration, adheres to business innovations, furthers cultural and tourism integration, injects a new soul into the development of the zone. It provides visitors with new perspectives, consumption and experience. The successful reform of mixed ownership in zhang xianxiang city led to the rapid growth of the tourism industry around zhang xuan city through the activation of the “springwater” industry. The city-wide tourism industry has also been characterized by the emergence of many flowers, mesh radiation, and the development of the whole region. The industrial system, which is based on the elements of “eating, living, travelling, buying and recreational activities”, has achieved a virtuous cycle of “one-production expansion, two-product efficiency gains and three-product gains”. (contribution: pengzawa county development agency)
