[Keywords] Hangzhou; "Leisure Capital"; basic conditions
China has begun to enter the leisure era, from the general law of consumption development: the period of subsistence people are "food, clothing, use"; well-off stage, people are "housing, clothing, use". People are "live, travel, travel"; moderately developed stage, people are pursuing "culture, sports, beauty", this is the period of generalization of leisure consumption; developed stage, people are pursuing "more, new, strange The developed stage, people pursue "more, new, strange" personalized consumption. Specifically in China's national situation, the current distinctive feature is the integration of various stages of development, the prevalence of leisure needs and the diversification of leisure modes. In this context, some of the development of more mature or encountered development bottlenecks in the domestic tourism city to obtain sustainable development, complete the transformation and upgrading of tourism becomes imperative, leisure is the inevitable development of China's tourism transformation and upgrading [1].
I, Hangzhou to create "Oriental Leisure Capital" of the basic conditions
Hangzhou, known as "paradise on earth", three cloudy mountains on one side of the city, a perfect combination of water and landscape, the leisure culture has a deep heritage. In April 2006, Hangzhou and the World Leisure Organization*** held the first World Leisure Expo, which was called "China's first year of leisure" by the media; in January 2008, Hangzhou was named "China's top ten cities of leisure"; in June 2009, Hangzhou and the World Leisure Organization In June 2009, Hangzhou and the World Leisure Organization officially signed an agreement, the future of the World Leisure Expo will be permanently located in Hangzhou. It can be said that Hangzhou in the construction of leisure city has achieved remarkable results.
Analysis of the basic conditions for the creation of the "Oriental Leisure Capital" can start from the comprehensive strength of the city, the residents' leisure needs, the city's leisure environment in three aspects.
(a) the city's comprehensive strength
"Government" to provide macro-guidance and effective services. In order to create the "Oriental Leisure Capital", Hangzhou Municipal Party Committee and Municipal Government has carried out a lot of fruitful work: the formation of the tourism and trade system in 2001, the development of the leisure industry to provide organizational safeguards; in 2002, the government promised to "return the lake to the people", the following year, there is no wall, no admission fees. In 2002, the government promised to "return the lake to the people", and in the following year, all the green areas and landscapes of the West Lake, which are not walled and do not charge admission fees, were opened to the public and tourists free of charge. Particularly noteworthy is the establishment of the "Hangzhou Tourism Characteristic Potential Industry Development Center", which has set up additional specialized agencies and staff to promote the development of leisure industry, and to safeguard the development of leisure tourism in Hangzhou in terms of institutions and manpower. [2]
City leisure function is outstanding. Hangzhou has been known as "paradise on earth" since ancient times, with beautiful natural scenery, livable climate, flourishing culture and elegant humanistic traditions, and the local customs, traditional crafts, folk skills, clothing and food, marketplace dwellings, taverns and teahouses, and language and customs that have been formed in the continuation of its history and changes are exquisitely and harmoniously gathered in the West Lake and the landscape. In October 2001, Hangzhou was honored as "the most suitable city for human habitation" by the United Nations Habitat Center, and in January 2008, it was honored as "China's Top Ten Leisure Cities", which shows the leisure function of the city as a whole. The overall leisure function of the city can be seen.
The city has strong economic strength, obvious location advantages, reasonable layout of industrial structure and flourishing leisure industry. Its location advantages are mainly reflected in: international location, Hangzhou is located in the west coast of the Pacific Ocean "Asia-Pacific Economic Circle", "Asia's prosperous economic belt" in the center of foreign capital sources, foreign trade exports, leisure tourism and other aspects of the Asia-Pacific Economic Circle and the economic development of the existing strength of the close relationship, complement each other. Domestic location, Hangzhou is located in the center of the Yangtze River Delta Economic Zone, and the Yangtze River Delta is currently China's fastest growing domestic economy, one of the regions with the greatest potential for development, but also the most developed area of tourism, leisure, and its dominant position in China's economy is growing day by day; Hangzhou is only 180 kilometers away from Shanghai, which is located within the "two-hour arrival circle", and both sides are in the same position. Hangzhou is only 180 kilometers away from Shanghai, located in the "two-hour arrival circle", and both sides are important destinations and sources of leisure and tourism for each other. [3]
(2) Residents' leisure needs are outstanding
Leisure culture has deep roots. Leisure culture is the soul of the leisure city, Hangzhou as "Liangzhu culture birthplace", "Beijing-Hangzhou Canal South Terminal", "Wu-Yue culture center", "the ancient capital of the Southern Song Dynasty, Lin'an Province", since ancient times, the literary style is flourishing, the humanities tradition is elegant, the West Lake landscape and the city life is exquisite and harmonious integration, everywhere embodies the wisdom of the Oriental leisure life, to create the "Oriental Leisure Capital" provides the root of the culture, soul The city's culture and soul will provide the cultural roots and soul for it to build the "Oriental Leisure Capital".
The public has a strong sense of leisure. Perhaps adhering to the ancestors of the leisure legacy, Hangzhou City, whether individuals and businesses are emanating a strong atmosphere of leisure, individuals happy because of leisure, businesses thrive because of leisure, the city developed because of leisure. "Hangzhou cuisine" as a new representative of Chinese cuisine, its success lies in: the understanding of people's leisure lifestyle on the basis of continuous innovation and development, the operators believe in the "food and drink is leisure, and is the public participation in the leisure" concept. Hangzhou is the "teahouse" business is the most prosperous city, low prices, excellent service, relaxed and casual self-service teahouse is a symbol of Hangzhou people's leisure life. [4]
Leisure demand is growing. Generally speaking, the level of social and economic development determines the level of supply and consumption of leisure products. According to the data released by Hangzhou Statistics Bureau, Hangzhou's GDP has maintained double-digit growth for 18 consecutive years. According to the sample survey of urban households conducted by the Hangzhou Urban Survey Team, the Engel's coefficient of Hangzhou residents was 38.3% in 2008, and the reduction of the Engel's coefficient indicates that the consumption level and quality of consumption of Hangzhou area residents have been significantly improved. [5]
(C) superior urban leisure environment
Humanized public **** leisure space. The first is the city park with outstanding humanistic connotation, Hangzhou's city park adheres to the principle of people-oriented, ecological priority, green-based, appropriate land and trees, reflecting the characteristics, resource conservation, etc., emphasizing the protection of biodiversity, so that the landscape shaping ecological, garden vignettes functional, planting design humanization. Secondly, it is the city square with outstanding leisure function, Hangzhou's city square has multiple functions such as distribution, commerce, leisure and communication, and it is the urban public ****space with the highest frequency of use by the public. Finally, the characteristics of the condensed leisure pedestrian street, leisure pedestrian street with excursion, landscape, shopping, rest and other functions, can meet the domestic and foreign tourists and local residents of the diversified leisure needs, Zhongshan Road, South Song Royal Street, Qinghefang historical district, Silk City characteristics of the neighborhood, Meijiawu tea culture characteristics of the neighborhood, Hubin commercial tourism characteristics of the neighborhood, Xinyifang food and leisure commercial street, Nanshan Road, culture, art and leisure characteristics of the Street, and so on. Each has its own characteristics, highlighting Hangzhou's unique leisure charm. [6]
The leisure environment is superior. Climatic conditions, four distinct seasons, mild and humid, abundant light, abundant rainfall, pleasant climate, the most suitable for living, leisure; natural environment, the city surrounded by mountains, rivers and streams, tree-lined, beautiful scenery, the West Lake scenic area is located in the center of the city, known at home and abroad for its unique natural scenery and deep cultural heritage, the development of the South West Lake Scenic Belt, but also gives the West Lake a greater charm. Hangzhou Municipal Party Committee and Municipal Government attach great importance to urban construction and environmental protection, and vigorously implement the project of "blue water, blue sky, green and quiet", and successively obtain the titles of "China's Key International Tourist Cities", "China's Garden Cities", "China's Garden Cities" and "China's Garden Cities". China's key international tourist city", "China's garden city", "China's sanitary city", "China's excellent city in comprehensive environmental management", "China's advanced city in creating civilization", "United Nations Habitat Award", "International Garden City" and other honorary titles. Therefore, whether it is the climatic conditions, the natural environment, or the quality of the urban environment, Hangzhou can be called the best sightseeing and leisure city in China. [7]
Rich leisure resources, leisure facilities. Hangzhou has rich natural landscape resources, after years of operation, has basically formed "a lake, two peaks, three springs, four temples, five mountains, six gardens, seven caves, eight tombs, nine streams, ten scenic spots" pattern, mountains and water, mountains and water, everywhere can enjoy the scenery, everywhere can be leisure. Hangzhou after years of planning, construction, has now formed a preliminary leisure vacation, cultural entertainment, sports and fitness, casual dining, urban shopping, media dissemination and other six categories of tourism and leisure venues and facilities, a large number of distinctive features, quite a scale.
References:
[1]Wei Xiaoan. Urban Leisure - Tourism Transformation in the Age of Leisure [J]. Yunnan Pictorial, 2010(2).
[2]Jiang Yan, Song Ziqian. Leisure Capital, Quality Life - The Formation and Development of Leisure-Related Industries in Hangzhou 2010 China Leisure Development Report [R]. Social Science Literature Publishing House, 2010, 5.
[3][4][7] Wan Guangzheng. Research on Countermeasures to Make Hangzhou the "World Leisure Capital" - A Preliminary Study on Hangzhou's Opportunities and Countermeasures [J] Journal of the Party School of Hangzhou Municipal Committee of the People's Government of the People's Republic of China, 2002 (6).
[5][6] Hangzhou Tourism Commission. The "Hangzhou Experience" of Leisure City Construction: 2010 Report on China's Leisure Development [R]. Social Science Literature Publishing House, 2010, 5.