High-quality development of food tourism | Roundtable discussion with guests sharing their views

In order to implement the spirit of General Secretary Xi Jinping’s important speeches and instructions on culture and tourism, implement the spirit of the National Tourism Development Conference, explore the path of deep integration and development of "food + tourism", assist Liaoning Province in implementing the strategic goal of building a Northeast Asian tourism destination, and promote the deep integration and development of culture and tourism. On May 25, co-organized by the China Tourism Academy and the Liaoning Provincial Department of Culture and Tourism, and hosted by the Dalian Municipal Bureau of Culture and Tourism and the Dalian Municipal Bureau of Commerce, the "High-quality Development of Food Tourism•Northeast Asia Tourism Destination Construction Series of Activities and the Closing Ceremony of Liaoning Province's Northeast Asia Food Culture and Tourism Week" was held in Dalian, Liaoning Province.

Dr. Wu Fenglin, Director of the Planning and Leisure Institute of the China Tourism Academy, and the guests held a lively discussion on topics such as the development trends of food tourism, industrial integration and innovation.

Panellists Zhang Yingjun, fourth-level researcher at Kaifeng Municipal Culture, Tourism, Radio and Television Bureau Zhao Ping Secretary of the Party Leadership Group and Director of Anshan Municipal Culture, Tourism and Radio and Television Bureau Zou Jizhi Secretary of the Party Leadership Group and Director of Yingkou Municipal Culture, Tourism and Radio and Television Bureau Zhou Zhen Qingdao Haiyuanli Commercial Management Co., Ltd. Cui Tao, deputy general manager of the company, president of Liaoning Catering and Cooking Industry Association and chairman of Shenyang Laobian Food Co., Ltd. Gao Chengcong, president of Dalian Food Culture Association, Yun Jiang, president and professor of the School of Tourism and Hotel Management of Dongbei University of Finance and Economics, Fu Bing, Shenyang City University Seminar content of the dean and professor of Green Island Hotel Management College

Wu Fenglin: Dear guests, I will host the following dialogue session. Let’s start with an academic research perspective and ask Professor Yun Jiang to tell us: Is food tourism really so important? If the development of an industry requires the introduction of concepts and then the formation of a consensus, then how can we form a consensus on its importance and then influence our government and our industry? Please share with us Professor Yun Jiang. Yun Jiang: Thank you, Director Wu. Thank you for this opportunity to discuss food tourism together. In fact, I am also a learner. In recent years, I have seen food become a unique selling point of tourism. Academically speaking, what is the theoretical foundation of food tourism? In the past, when we talked about tourism, we talked about the uniqueness of resources. Now that food has become a hot spot in tourism, a vulnerable resource has become a unique selling point. Why can it become a selling point today? I personally feel that the first point is that it is rooted in life and has a universal basis. Food is the first necessity for the people. The second point is that it has a unique foundation, because the food in each place is the accumulation of local culture, so it is both unique and universal. At the same time, it also conforms to the current tourism trend, which is the people's tourism mass tourism that Dean Dai Bin has been talking about. Each of us begins to pay attention to local life when traveling. Then the high-quality development of tourism is no longer the previous sightseeing tour, but today's focus on sharing daily life between hosts and guests, which brings opportunities for the development of tourism in every place. Instead of talking about how many mountains, how much water, and how many celebrities we had before, why are the tourism directors of each place so busy? Because the six elements of food, housing, transportation, travel, shopping, and entertainment have become our selling points, and food This is the best opportunity now. It has social attributes and life attributes, so it has become a new tourist hotspot and the focus of our academic research. Wu Fenglin: Professor Yunjiang just said a few words about the tourism industry, the people's nature of food tourism, the food tourism being rooted in people's lives, and the mass tourism moving from scenery to life. In fact, he has clearly pointed out the importance of food tourism. Some roots of sex. I think if we talk about the importance of food in terms of food, isn’t it a bit self-explanatory? It seems that the significance of food to the tourism industry cannot be fully answered from the perspective of food alone. Food tourism should also require the integration of industry, academia and research, and the integrated development with other industrial types. So I have a question that I would like to ask Professor Fu Bing: Can the issues of "food+" and "+food" be integrated through other dimensions? Now is the time to pay attention to food tourism. Please answer this question. Fu Bing: Thank you Wu for raising this question. From the perspective of us scholars or managers, we all talk about integration. When we are doing discipline construction, we actually integrate the integration of industry, academia and research and the concept of "food +". From the perspective of teaching and scientific research, we are an application-oriented university and want to cultivate professional talents. From an operation and management perspective, the Green Island Hotel Management College of Shenyang City University, where I work, has a real teaching hotel in operation, covering two restaurants and a coffee shop, so while we are doing discipline construction and talent training, we are also The teacher takes the students to run and manage the teaching hotel. Back to the industry perspective, food tourism is becoming more and more important in empowering the construction of tourist destinations. People from industry associations and companies often ask me some common questions, such as how to get more and more people to come to me? How can these people be allowed to consume? Data provided to us by Ctrip shows that 75% of tourists will choose a destination because of local food. The food tourism market has a demand base. Whether we are doing research on food tourism or running a business, how can we do "food +" and "+ food" well? I think there are several groups of keywords that are very important. The first group is cognition and emotion. As Dean Dai Bin said just now, whether these tourists go to tourist destination cities, scenic spots or catering institutions, they have this commonality. Love, enhance his deep understanding through feelings. The second group is scene and space. The connection point between the two is function. Whether it is "food + cultural industry", "+ tourism", "+ sports", "+ leisure", "+ art", etc., its functionality needs to be improved and explored. , we need to use holistic thinking to create products. For example, two days ago, I received a consultation from the boss of a hot spring hotel on how to better attract traffic. His main business is hot springs, and he also thinks that the hotel’s catering is also very good. The advice we gave him is to Its functionality creates scenes and spaces. For example, combining food with medicinal diet, health care, sports, etc. to create an overall product project design will be more attractive and competitive. The last set of keywords is to consider sustainable development, that is, inheritance and innovation. On the basis of maintaining the original local elements and traditional culture, we must continue to explore and innovate, especially for young consumers. For example, technological innovation, digital empowerment, condensing the "tonality" of gourmet food, etc. Whether it is "food+" or "+food", in this changing era, we must use innovative consciousness to dig deep into cultural elements, integrate local characteristics, and ultimately use diversified products to attract Consumers, coupled with high-quality services, can achieve the ultimate goal of developing the food tourism industry, enhance the image of tourist destinations, and attract more tourists. Wu Fenglin: OK, thank you Professor Fu. Whether it is "food+" or "+food", it is more about placing them in a creative life scene with heritage from a functional perspective and creating adhesion between consumers through empathy. Then we can use this to bring out the charm of food tourism. We very much agree with this view. Now I would like to ask Director Zou from Yingkou City to talk about it. In fact, we have a connection with Yingkou. I took my research team there a few years ago for research on a certain topic. Later, I drove there with my wife and children. What left the deepest impression on Yingkou was the boldness and seafood of the Northeastern people. Cheap. The seafood is large, affordable, and tastes good. Today’s topic is about the development of food tourism in the context of the construction of Northeast Asian tourist destinations, so we would like to ask Director Zou to talk about how Yingkou City can support the province’s strategic vision of building a Northeast Asian tourist destination through the development of food tourism. ? Zou Jizhi: I am very happy to come to this roundtable discussion. As Director Wu said, Yingkou is a seaside city with beautiful scenery and abundant food. The most important thing is that Yingkou food is very cost-effective. You can eat it in Yingkou for 100-200 yuan. Come to the seafood buffet and seafood giants. I hope everyone will have the opportunity to taste seafood and delicious food in Yingkou. The process of developing food tourism in Yingkou is highly consistent with our province's strategic goal of building a Northeast Asian tourist destination, focusing on the three articles of "old, original and new". "Lao" refers to discovering "time-honored brands" and strengthening the inheritance and protection of food culture. Yingkou's cuisine is called "Ying Cai", which has a long history of hundreds of years. It originated from Shandong cuisine and was originally from Liao cuisine, forming a unique Ying Cai cooking method. In the process of developing food tourism, we pay attention to protecting the cultural characteristics of food and passing on "time-honored brands". Discover more than 30 gourmet cooking techniques such as Ma's Kowloon Banquet, Gaizhou's three-set bowl banquet, and Saojiazi tofu as intangible cultural heritage, and list Mount Kumgang sauce, big bone soup dumplings, Tang's braised cooked food techniques, and Tian's Chinese style More than 20 representatives of gastronomic skills such as traditional pastry skills have been named inheritors of intangible cultural heritage, and more than 10 food tourism routes have been released. "Yuan" refers to the name "Yuan", which takes advantage of the quality advantages of Yingkou gourmet raw materials. Yesterday, Governor Le Cheng mentioned that “you can eat whatever you want when you come to Liaoning.” In fact, Yingkou’s food tourism is a microcosm of Liaoning’s food tourism. Yingkou is known as the "Hometown of Three Rivers" and is famous for its fruits, rice and aquatic products. Yingkou is located on the Liaodong Bay of the Bohai Sea. The sea water temperature is low, the seafood has a long growth cycle, and the seafood meat is particularly delicious. It is mainly traditional small seafood. This is the fundamental reason why Director Wu feels that the seafood in Yingkou is large and affordable. Yingkou is a national high-quality rice base. The rice produced in Yingkou has plump, white and bright grains and pure taste. It was designated as tribute rice as early as the Qing Dynasty. Yingkou's Hanfu apples, Dahongpao plums, Xiaohuangqi watermelon, Gaizhou Jianba pears, Shengtai grapes, Zhangguannan pears, etc. are all famous inside and outside the province. In particular, in Xiongyue Town, Yingkou, there is the National Plum and Apricot Germplasm Resource Library, known as the world's largest plum and apricot field gene bank. It preserves more than 1,600 plum and apricot germplasm resources from all over the country and even the world. I hope you can Come to Yingkou and taste our aquatic products, rice and fruits. "New" refers to the development of "new scenarios" and the optimization of new food tourism consumption formats in Yingkou. The newly developed Liaohe Feast Food Museum was officially opened on May 18, integrating many delicious snacks, scene performances and immersive experiences. Relying on the Yuquan Night Market to create a "food market + cultural and creative performing arts" model, it successfully appeared in Hainan Cultural and Creative Week. Open a youth cultural and creative food market in Liaohe Old Street, build antique-style food kiosks, and design experience scenes to display traditional food production techniques, allowing tourists to wander in the century-old street, feel the culture of Yingkou's opening of the port, and taste special food and snacks , Liaohe Old Street was rated as a national night culture and tourism consumption cluster in 2023. The development of food tourism is at the right time. We will actively explore old heritage, protect raw materials, create new scenes, promote the development of Yingkou food tourism, and contribute Yingkou's strength to Liaoning's construction of a Northeast Asian tourist destination. Wu Fenglin: I won’t comment too much. As a researcher who has been to many places because of food tourism topics and platforms, I recommend Yingkou to everyone. It is really worth a visit! I have lived in the Northeast for many years because of my schooling. When I was walking down the street to eat, I saw a store sign and thought it would be risky to go in. But if I see a Laobian dumpling restaurant, I might go in with confidence. Laobian Dumpling House gave me a sense of peace of mind. This was my impression of Laobian Dumpling House when I stayed in Shenyang and Changchun during my studies. Our report just now repeatedly mentioned the importance of food culture to the development of food tourism. I wonder if our President Cui Tao agrees with this view? In addition, how to inherit and innovate related cultural resources such as intangible cultural heritage, so that traditional resources can rejuvenate and connect with new markets. I don’t know what innovative measures our Laobian Dumplings have in this regard? Cui Tao: I am very excited and happy to be able to participate in this meeting. As a catering practitioner, I am very excited to be able to have our company participate in the entire grand tourism construction at such an important meeting held by our provincial party committee and provincial government. Laobian Dumpling House is one of the first batch of "Chinese time-honored" catering companies in the country, with a business history of nearly 200 years. Over the years, we have adhered to the spirit of "developing through inheritance, innovating through inheritance" and adhering to the concept of "inheriting without being conservative, innovating without forgetting the roots". This is the foundation of our business that Laobian Dumpling House adheres to, and it is the foundation of Laobian's hundreds of flavors. The source of entrepreneurship that has always been popular over the years is also the unshirkable responsibility of Laobian people to promote Liaoning food culture and inherit Laobian culture and skills. After several generations of exploration and in-depth research, we have innovated varieties based on the characteristics and nutritional ingredients of different fillings, and gradually formed hundreds of fillings such as seafood, meat, vegetables, poultry, and fungi, as well as steamed, boiled, and steamed fillings. Dumpling banquets of different grades with various preparation methods including baking, frying and frying, and twenty-four solar terms dumpling varieties have been developed. In 2011, the traditional handmade technique of Laobian dumplings was rated as a provincial intangible cultural heritage. In terms of table service, we bring the artistic beauty and brand culture of Laobian dumplings to the table with an in-depth, consultative service concept. We communicate and interact with guests from time to time during the dinner, which has become a cultural symbol of Laobian table service. Therefore, the current Laobian Dumpling House has basically become the first stop for foreign tourists to check-in when they come to our Liaoning Province. Of course, this is also due to the development of our Liaoning tourism industry. Our enterprises have benefited a lot from the development of tourism in Liaoning. We also hope that while we benefit, we can pass on our time-honored brands and arm our catering companies with our culture. At the same time, Dr. Li Hui also mentioned industry associations in his report just now. Our Liaoning Catering and Cooking Industry Association is the first provincial industry association in the country and has a history of more than 40 years. In recent years, the Provincial Association has actively hosted and organized high-standard, multi-level, and influential large and medium-sized catering industry events, such as the 2nd, 6th, 9th, 10th, and 11th Northeastern Cuisine Festival, three Liaoning Chef Festivals, three Liaoning Provincial Cooking Vocational Skills Competitions, National Culinary Skills Competition Sub-divisions, Chinese Cuisine World Championships (Individual Competition), and organized and participated in large-scale industry exchanges and competitions at home and abroad to build a high-quality communication platform , to further lead the development direction of the industry. Dr. Li mentioned many famous Liao cuisine restaurants and Liao cuisine masters in his report just now. I would also like to make a recommendation here. From June 27 to 28, our provincial association will hold the event to support the high-quality integrated development of Liaoning culture, sports and tourism and the 2024 Thousand Talents Chefs The conference brought together representative celebrity chefs from 14 cities in Liaoning in Shenyang to gather the strength of the cooking industry, help revitalize cultural tourism, and explore the path to high-quality development through the integration of "food + tourism". The famous chefs of our catering company invite tourists from all over the world to come to Liaoning to taste Liaoning cuisine, view Liaoning scenery, visit Liaoning restaurants, and deeply experience the development results of our Liaoning catering industry. Thanks! Wu Fenglin: OK, thank you, Chairman Cui. Culture empowers the tourism industry in innovative ways. This is what the market expects, and what every consumer and diner expects. It’s not just some traditional delicacies like dumplings. This may be an old perception of tradition, but traditional things are exactly what the market expects of them. Wouldn’t it be more attractive if we use innovation to make fancy food? If innovation is carried out through culture, its tonality will be heightened, and market recognition may be higher. Now we would like to ask Director Zhao of the Anshan Municipal Bureau of Culture and Tourism. There is such a question, because we talked a lot about tourism today, and we talked about the development trend of tourism in the past 20 years around food. If we sum it up in one sentence, it is "the transformation of beautiful scenery into a beautiful life." In other words, 10 years ago we may have been "looking at the mountains, rivers and scenery". If we still say this 10 years later, it may be called the primary stage of tourism. Now it is called "taste the taste, taste and live life". And this life, what we sometimes talk about as life, is the daily necessities of life in our homes? Later we thought that if we use culture to build life, it might be a high-level life. Therefore, the current entire tourism industry has entered a transformation from beautiful scenery to a beautiful life scene mainly built on culture. I raised this topic because there are Qianshan in Anshan. Qianshan is a well-known place with beautiful scenery in Liaoning. Anshan When developing tourism, can we take advantage of our innate beautiful scenery, add cultural creativity on this basis, and construct some beautiful life scenes to develop our food industry. What attempts and measures has Anshan made in this regard? Zhao Ping: In daily work practice, Anshan attaches great importance to the creation of food tourism scenes. Director Wu asked me just now that Qianshan is a 5A-level scenic spot and is very famous. Around Qianshan, today I want to introduce you to some unique food tourism scenes. The first one to introduce our Qianshan Dream of Red Mansions Grand View Garden project. This project was officially grandly opened on July 8 last year. After the opening of the park, the "Dream of Red Mansions Banquet" was launched in the food section. Everyone can taste it when they come to our Qianshan Grand View Garden Scenic Area. When you go to the "Squirrel Fish" in Jia's Mansion, you can taste Grandma Liu's "Eggplant", you can taste the "Yuanbao Shrimp" in the Grand View Garden, and a full table is full of the Dream of Red Mansions Banquet with elements of the Dream of Red Mansions. This should be food driving tourism. An important way. There is also a 4A-level scenic spot around Qianshan called Laoyuan Scenic Area. There is a lot of food to choose from in the Laoyuan Scenic Area. The first one is iron pot stew, which is a specialty food in Northeast China. The representative one is iron pot stew. Goose, fish stewed in iron pot, and pheasant stewed with mushrooms are popular among tourists. In the Old Courtyard Scenic Area, the second food option is a garden barbecue restaurant, which creates a scene of a Jiangnan water town. Visitors to this garden restaurant can sit on a wooden boat by the water and enjoy live performances. While eating Northeastern barbecue, you can also enjoy a comfortable life by rolling in our Anshan intangible cultural heritage - Xiaoquan dried tofu. The third place where you can choose delicious food in the Old Courtyard Scenic Area is that it has a Chinese restaurant. The representative ones in Chinese restaurants are braised tofu. The series of soy products such as mixed tofu, stewed tofu, and yuba are all braised and freshly made. There is also a very delicious casserole fish stewed with 35 flavors of Chinese herbal medicine. This is the third food scene in the old courtyard. The fourth option is to eat hot pot. One is the very authentic Sichuan hot pot, and the other is the Manchu copper hot pot. The soup base in the copper hot pot uses the sauerkraut pot base fermented by lactic acid bacteria from Anshan, which is also very unique. In addition to the 4 options in the old courtyard and the Dream of Red Mansions Banquet introduced just now, there is also a Korean Garden Scenic Area around Qianshan, where visitors can taste very authentic Korean food. At Haicheng Niuzhuang Pie Shop, you can also taste our provincial intangible cultural heritage - Niuzhuang Pie, which is also a delicacy that has been to Zhongnanhai. We sincerely welcome tourists from all over the country to come to Anshan to enjoy the beautiful scenery, taste delicious food and enjoy a beautiful life. Wu Fenglin: Last year, Kaifeng won the title of "Ten Benchmark Cities for Chinese Food Tourism", and Pichaiyuan in Qingdao won the title of "Ten Benchmark Streets for Chinese Food Tourism". Now the same question is thrown to the two leaders. Because the “Ten Cities and Ten Streets” including the “Ten Enterprises” were selected by voting for tourists across the country. Please answer how to gain high recognition from tourists during the development of food tourism and share it with everyone. Zhou Zhen: I am very happy to come to Dalian from Qingdao. Qingdao actually has similar backgrounds to Dalian. The project we are currently operating is called "Qingdao Pichai Courtyard". This project has a very long history of nearly a hundred years and is currently undergoing an overall transformation. It was not easy to operate, and I also gained some experience. Today I will share with you both the methodology and the actual operation. First of all, at the beginning of the entire Pichaiyuan project, we actually re-adjusted the entire positioning, because everyone’s previous understanding of Pichaiyuan was that it was a scenic spot. There are advantages and disadvantages to the operation of the scenic spot. Its advantage is that it is a scenic spot. It is a tourist destination, but its disadvantage is that for tourists in the scenic spot, the products here are highly priced and may have some substandard quality. Therefore, during this work process, we went through a series of discussions with the platform company and re-inventoryed the assets of the entire Shinan District in conjunction with the urban renewal project. After taking inventory, 11 sections were established under the platform company. This section corresponds to all our tourism elements, such as food, accommodation, transportation, travel, shopping, entertainment, etc., including multimedia promotion activities. In the "eating" sector, we have taken two actions. The first is to take back all the assets we have recovered in a liberalized manner. We have adopted the "Five Unifications" approach. manage. The first is unified management, the second is unified cashiering, the third is unified settlement, the fourth is unified purchasing, and the fifth is unified quality and pricing. Use this method to improve the quality of our existing tourism services. On this basis, tourists' evaluations have been significantly improved. In addition, we have also conducted in-depth and extensive research on the entire market, because in the entire Shinan District, we can receive more than 10 million tourists every year, most of whom are outsiders. The flow of people will be very large in summer and basically in winter. There is very little foot traffic. Because like Dalian, it is a coastal city with relatively wet and cold winters, so we changed some strategies in winter. Through some night market activities, we positioned the entire area as a local market to ensure a break-even point in winter. This is a management action we take for the entire brand institute. This actually includes the merchants we directly operate, as well as the merchants we have newly joined. Our company has also established a food association, which mainly evaluates the food in the entire region as a directional assessment to facilitate the management of merchants. On this basis, many local delicacies have been hatched. This is the second action we have taken. Our plan is to incubate 50 directly-operated stores within three years. As a way to build urban civilization, we will incubate it based on local characteristics of food. Let me give you a simple example. We have opened a new milk tea brand store. This milk tea brand is a combination of Laoshan green tea and our milk tea. It represents a new milk tea consumption track in Qingdao. In terms of the choice of green tea, what kind of tea does Laoshan tea choose? When choosing black tea, whether to choose green tea or which season of tea, and finally choose the corresponding taste that is very suitable for the market demand. This is just one of the ways. Finally, we will have this form of directly operated brand store to make our catering brand and service better. Zhang Yingjun: I am very happy to be invited by the China Tourism Academy to participate in this roundtable discussion. I would like to take this opportunity to report to you some specific practices of Kaifeng in food tourism. Unlike Northeast China, Kaifeng belongs to the Central Plains region and is an inland area. We may want to eat seafood when we come here, but when we go to the Central Plains and Kaifeng, we can only eat river fresh food, such as the famous Yellow River carp. The question Wu just raised is a very good one, and in fact it is also very big. Whether it is tourism in Kaifeng or food tourism, if a city wants to become a tourist city and move from a tourist city to urban tourism, food is only one aspect. In the construction of a tourist city, Kaifeng’s main brand is Song Culture, which is our most important and distinctive brand. Kaifeng has scenic spots on the one hand and performing arts on the other. In terms of scenic spots, Kaifeng City itself is not big. There are 17 scenic spots with 3A level or above, and 14 of them focus on Song culture, accounting for 82%. That is, 80% of the scenic spots are doing Song culture. In terms of performing arts, 11 of our 17 AAA or above scenic spots are engaged in tourism performing arts, accounting for 65%. There are now nearly 500 large and small tourist performances performed in Kaifeng every day. Based on today's theme, in terms of food and food tourism, Kaifeng is no exception. First of all, it focuses on the Song Dynasty culture brand. Everyone knows Kaifeng, Kaifeng, and Tokyo Bianliang, because the Northern Song Dynasty 1,000 years ago was the most glorious period of Kaifeng, whether it is "Along the River During the Qingming Festival", "Tokyo Dreams", or "A Thousand Miles of Rivers and Mountains", These are closely related to Kaifeng, so the Song Dynasty is a peak, and we have to do it. In addition to playing the Song Dynasty culture card, we also have a very important brand, the "Henan Cuisine" brand. Just like our Northeast specializes in Liao cuisine, Henan cuisine has a deep historical and cultural origin with Kaifeng. The Henan cuisine brand is because from the Yuan Dynasty or the Southern Song Dynasty to 1954 after the founding of New China, Kaifeng was the capital of Henan Province for more than 700 years. Therefore, the culture of the provincial capital is also a very important brand in Kaifeng. What is the result of this? ? Kaifeng is the birthplace of Henan cuisine. So when we do food tourism, we mainly play these two cards. When it comes to how to do food tourism specifically, our main concept is "sharing between hosts and guests, building together, and having fun together." The specific embodiment of these concepts is the combination and linkage of specialty food with scenic spots, neighborhoods and communities, as well as nighttime cultural and tourism consumption areas. I want to break into the topic a little bit and talk about it briefly. The first one is shared between host and guest. When everyone goes to Kaifeng, one of the best places to experience food is the night market and snacks, which embody the concept of sharing between host and guest. The night market in Kaifeng has a history of thousands of years, because Tokyo was the first city in the world to have a night market in the Northern Song Dynasty. After it was passed down, to be honest, there were thirty or forty years from the founding of the People's Republic of China to the reform and opening up. Apart from interruptions, night markets are a way of life for ordinary people at other times. Regardless of whether outsiders come or not, this is how the locals live. Everyone is used to going to the night market and eating snacks at the night market. This is a way of life, rain or shine. Thousands of years of inheritance, based on this background, have led many people to Kaifeng. They also want to experience the local lifestyle, and naturally blend into the owner's lifestyle and consumption scene. So I think Kaifeng Night Market or snacks fully embody the sharing of host and guest in terms of food tourism. Of course, the most representative one is our Gulou Night Market, which was rated as one of the "Top Ten Night Markets Favorite by Tourists" in 2019. The host enjoys life and the guests participate in the experience. The night market is a perspective where hosts and guests share. Second, the key word is co-construction of host and guest. The most typical embodiment of the so-called co-construction of host and guest is an Internet celebrity night market that has become popular in recent years, which is Laohe Daximen Night Market. Many young people inside and outside the province know that social media such as Xiaohongshu, Bilibili, and Douyin are quite popular, and they conform to the logic of all Internet celebrity cities and Internet celebrity night markets. It is a typical example of "special food + young people + online communication = Internet celebrity night market". Because Henan University has more than 50,000 teachers and students in Kaifeng, the students' daily food consumption demand is very large. Where there is demand, there is supply, so a more than 200-meter-long food street has gradually formed at the west gate of Heda. College students want to eat at night markets and experience the local lifestyle. After experiencing it, the biggest characteristic of young people is that they like to share and share their daily life on their mobile phones at any time. In this way, Heda Night Market gradually became popular, attracting some well-known Internet celebrity bloggers to spread the word. After becoming famous, it attracted more people to come and consume. The basic logic is to use food as an attraction, through spontaneous communication among specific groups (college students), local fermentation, live broadcast by Internet celebrities, and expansion of influence to attract more locals and foreign tourists to come and experience it, and then through experience sharing, Dahe will gradually become more popular. Daximen Night Market breaks through and becomes popular. The local government followed the trend and approved it as a new registered night market, making it our 17th large-scale night market and incorporating it into standardized management. Now this night market not only has local snacks, but also many foreign specialties. It has always been very popular on the Internet. Many foreign tourists come to Kaifeng for this night market. Host discovery, host sharing, guest experience, guest sharing, the government followed the trend and jointly created a new Internet celebrity spot, which all embodies a concept of co-construction between host and guest. The third one is that the host and guest have fun together. It’s also about making a fuss about this night market. We tried to integrate this night market with public culture and intangible cultural heritage. Before the integration of culture and tourism, culture was culture and tourism was tourism. In terms of culture, there is a public service project called the Cultural Benefit Project. One of our cultural projects to benefit the people is called "Happy Weekend". Previously, the "Happy Weekend" was paid for by the government. How much was the subsidy for one performance, and how many performances were subsidized per year. In the past, I didn't consider this kind of market benefit. I just performed it. How many viewers could watch it didn't seem to be the core issue. After the integration of culture and tourism, we changed this thinking. Public cultural projects to benefit the people should be integrated with the tourism industry and intangible cultural heritage. Then we created an intangible cultural heritage market called "Happy Song·Intangible Cultural Heritage Season". It turns out that on the basis of the public cultural "Happy Weekend", the government invited actors to perform in nighttime cultural and tourism consumption areas and historical and cultural districts, which not only benefited the people but also stimulated tourism consumption. Another characteristic of Kaifeng is that there is a high degree of overlap between intangible cultural heritage and food. Among our 262 municipal and provincial-level intangible cultural heritage items, 69 are food items, accounting for nearly 1/3. So by doing additions, setting up a stage for cultural and artistic performances, bringing in intangible cultural heritage, especially food-related intangible cultural heritage, as a selling point, then we put this event in 10 provincial-level or above nighttime cultural and tourism consumption gathering areas for touring performances, and made it into A plate of "cultural dishes". This market is very popular. There were more than 20 shows last year, including one in Kaiyuan Square. The number of passengers in the small space exceeded 100,000 that day, and CCTV broadcast it live for an hour. It has continued this year and has now become a fixed pattern. Many foreign tourists go to the intangible cultural heritage market to enjoy the food and feel the atmosphere. Cultural platforms, intangible cultural heritage operas, and tourism benefits not only bring joy to citizens, but also bring joy to outsiders. Culture benefits the public, which embodies the mutual enjoyment of host and guest. So I said, from the traditional food night market, to the Heda Internet celebrity night market, to the intangible cultural heritage night market, Kaifeng’s food tourism is shared, built and enjoyed together, truly realizing the integration of culture and tourism. Of course, this ultimately reflects its roots, our culture, our cultural traditions and genes, which are the night markets and food that have been passed down. Thanks to and grateful for this, Kaifeng culture and tourism can innovate and develop. Finally, everyone is welcome to eat snacks, visit the night market and taste delicious food in Kaifeng. Thanks! Wu Fenglin: The last question is for Chairman Gao. We all know that "the aroma of wine is not afraid of the depth of the alley", this is not tourism. "Wang Po sells melons and boasts herself", this is called tourism. Therefore, tourism must pay attention to brand building and marketing. I would like to ask Chairman Gao, how to build and market a city’s food brand from the perspective of the Food Tourism Association? Gao Chengcong: Today, our catering industry in Dalian mainly develops around Dalian’s regional characteristics. For example, we have a large number of shellfish products, abalone, scallops, and clams are called shellfish products. This was the original main product. For example, squid, sea cucumber, then phosphorus-free saury, mackerel, and now algae products. We in Dalian develop around these main marine food products. In fact, Dalian is called 39 degrees north latitude. I think it is Changhai County. Lushun should be included, so the concept is 38 degrees - 39 degrees. From the perspective of food ingredients, we have developed to this day. Our Dalian was originally a state-owned secondary business in the context of the planned economy. When the market economy came, large enterprises began to develop and star-rated hotels were launched. After several years of development, chain enterprises are now on the rise. It is very important to establish brands, build culture, increase domestic demand, and serve enterprises with standard specifications. Food safety system construction, regional system development, formulation of Dalian catering industry reputation system construction specifications, setting goals, and brand building will be achieved. Secondly, from a standard perspective, the Liaoning Northeast Asian Food Week was recently held in Dalian. On the day of the opening ceremony, the catering companies we went to were all carefully selected by us. Because its product quality and service level, as well as the hygiene and safety of food ingredients, are all manufactured in accordance with the "Davos" standards. Brand building has strict standards and regulations, such as "promotion by hundreds of thousands". Dalian's hundreds of enterprises serve as units promoted by Dalian to promote social responsibility. Qianpincai is Qianpincai, an affordable dish produced by the company, and the catering industry serves as a spokesperson to promote it. The city government proposed to combine a street from the Commerce Bureau and a long street from the Tourism Bureau to call it a fine food street, called "It's better to meet" fine food street. We have reported 21 in each district, city and county. So far, now 15 were rated. The third question is that we are now promoting industrial development, which mainly focuses on Dalian’s food deep processing and catering industry. Bring Dalian’s tourism products, tourism industry chain and tourism things out. Enhance social charisma and influence, build a brand, build culture, attract regions, and become a household name. Thank you. Wu Fenglin: Thank you, President Gao. I have talked a lot with President Gao in the past few days, and President Gao is very thoughtful. Throughout the food week, I saw that he put a lot of effort into it. We very much hope that through Food Week, through forums, through activities like ours and other models of brand building and promotion, Dalian and even Liaoning as a whole will be labeled with a stronger food tourism label. Finally, I would like to conclude that our pursuit of food is not only nostalgia for nostalgia and longing for the taste of hometown, but more importantly, it is the infinite pursuit of food in other places through travel, which helps to open up taste buds and open the door to a new world. . There is no end to the pursuit of food. Today’s seminar only opens a door, hoping to contribute to the high-quality development of food tourism in Liaoning. That’s it for today’s discussion. We would like to thank the guests on the stage again. Thank you all! Contribution | Editor-in-Chief of Food Tourism Research Group of China Tourism Academy | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source when reprinting