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| Yellow card (Illustrated by Wang Jianmin/ Shenzhen business) |
Background:
According to report of Xinhua News Agency on Jan. 12, the United Nations Educational Scientific and Cultural Organization (UNESCO) showed a "yellow card" to three Chinese scenic spots in Zhangjiajie of Hunan province, Lushan Mountain of Jiangxi province and Heilongjiang province on Jan. 9, urging the three scenic areas to scientifically popularize the knowledge in geosciences to the public.
An honor can help increase the reputation, but it can also bring a "yellow card" warning. The dramatic contrast is worth a calm and rational thinking on the tourism development.
It is understandable that scenic spots value the economic interests. How can they stand out? All of them are striving to become the world cultural heritages, world geological parks and 5A-level scenic spots.
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The honor does not only mean a certificate and it also shows more responsibilities and obligations. However, many scenic spots are selectively blind. They are busy to attract tourists and gain popularity by the honor but ignore the construction of cultural connotation.
In any market, consumers are the ultimate judge, no exception with the scenic spots. Compared with the past, it is no longer a whirlwind tour of sleeping on the road and photographing at the scenic spots, instead, the tourists want to learn more about the history, culture and scientific knowledge about them. Therefore, the tourists will cast opposing votes if the scenic spots do not improve their service quality.
Honor has always been inseparable with obligations. The Hong Kong Global Geopark, which joined the "family" of the world geological parks in 2011, has been contributing to the geological science education for many years and issued many geological science publications. In this regard, there is a big gap between the world geological parks on the Chinese mainland and their counterpart in Hong Kong.
The scenic spots can do something as remedy for the yellow card from the UNESCO, but they can do nothing if they are given a yellow card even a red card by tourists. Therefore, they should value not only economic interests but also the public goods, paying attention to both commercial and cultural activities. The scenic spots are expected to become more harmonious in the coordinate system of developing and protecting.
Read the Chinese version: 别让游客也发“黄牌”
Source:People's Daily Overseas Edition , author: Wang Ke.
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