旅行社＋博物馆　能否做好“文旅大餐”？

近年来，文化作为旅行中最鲜活、个性化的元素之一，散发的吸引力越来越强。伴随着文化旅游在旅行市场上的逐渐升温，旅行社对开发相关产品投注了越来越多的精力。在众多文化旅游产品中，博物馆游几乎是必选项。

如果说博物馆是一盘摆在游客面前“色香味俱全”的精神文化大餐，那么旅行社就是这盘大餐里那点特殊的“料”，没了那点“料”，菜也可以吃，但多了这味“料”，仿佛这“菜”品尝起来才格外透彻。

“对于博物馆而言，旅行社超强的中介职能可为其带来数量可观的客源，而对于旅行社来讲，博物馆独具特色的旅游资源又是吸引游客的重要因素，”正如长春伪满皇宫博物院研究员石宪所言，博物馆与旅行社可以也应当成为关系密切的合作伙伴，共同为游客做好“文化大餐”。

让博物馆之旅更有深度

今年5月，长沙博物馆全面“升级”，推出了“湘江北去中流击水”长沙历史文化常设展览区域。千余件珍贵的历史文物组成了一幅历史长卷，将拥有2400年建城史的长沙城以生动可感的方式缓缓在游客面前铺开。行走在博物馆，不仅能看到三三两两的散客，还能发现很多团队游客。

团队游客马晓珏说，自己算是半个博物馆“迷”，去过国内外很多大大小小的博物馆，但跟着旅行社逛博物馆还是第一次。“和自己逛有很大的差异，旅行社安排的游览能够帮助大家更好走近博物馆，更好地了解长沙历史。”马晓珏举例说，比如这次展览，在导游的引导下，他重点参观了新石器时期南方最精美的彩陶彩绘鸟纹双耳罐，商周时期最大、最重的青铜乐器象纹大铜铙，“还有写着‘君生我未生，我生君已老’的陶罐，如果没有导游的特意提醒，很容易淹没在大量的展品中了。”

包装开发博物馆产品，旅行社有自己的独特优势。一方面，旅行社更容易从博物馆宏大的主题中找到可以突出包装的特点和亮点，另一方面，专业导游的讲解也容易让游客的文化之旅更加尽兴。尤其是对于普通游客而言，虽然大部分博物馆都有义务讲解员，但义务讲解大多有固定的时间段，很容易错过，跟着旅行社参观博物馆，听听专业导游的重点讲解，能够引导大家看出更多“门道”。在一些大型、特色博物馆，如果缺乏专业人士的指引，单是自己逛一逛，很难系统了解博物馆的历史展品和特色所在。

双方都有合作需求

北京市旅游委宣布今后北京市的博物馆将加强与旅行社对接，开发北京博物馆主题定制旅游产品。

北京市旅游委相关负责人表示，尽管北京注册登记的博物馆已超过170家。但是，成熟的博物馆旅游产品却并不充足，形式上仍多以参观为主，体验性旅游产品少。“为了能把北京地区丰沛的博物馆资源更好地投向旅游市场，北京市旅游委和市文物局联手，组织博物馆单位与旅行社单位大范围进行资源对接，引导企业开发出更多优秀的博物馆旅游产品，为开发北京博物馆主题定制游产品打下基础。”携程、中青旅、康辉等20多家旅行社与北京市博物馆进行了积极对接，据了解，目前北京的各大博物馆均与旅行社有不同形式的合作。

除了“国”字号、免费对公众开放的博物馆，一些民间博物馆以及靠门票营生的特色博物馆与旅行社合作的积极性更高，哈尔滨啤酒博物馆在建成之初就向120余家旅行社推介了啤酒文化旅游项目，并与旅行社签约。在长春伪满皇宫博物院，签约旅行社能够享受一定的门票折扣优惠，如果一年以内累计输送人数达5000人，可享受8.5折优惠，累计1万人，8折；累计2万人，7折。这种激励制度极大调动了各大旅行社组团的积极性。

除了引进客源，双方在品牌塑造、人才培养等方面也有很多共同话题。几年前，康辉苏州国际旅行社有限公司与苏州戏曲博物馆合作，共同包装苏州戏曲博物馆里古戏台曾被业界传为佳话。戏曲博物馆与康辉旅行社合作以后，博物馆负责布置演出场地，联系剧团，安排演出内容，而康辉旅行社则包办联系客源，包括其他旅行社客源的统一组织，可以说是戏曲博物馆的“销售代理”。苏州市戏曲博物馆副馆长顾克仁说，过去对博物馆功能的定位只是在“文物收藏和保存”和“青少年教育”这两方面，而忽视了对观众的培养。昆剧作为中国最古老的剧种之一，又是“百戏之祖”，要让世人认识和了解它，就不能仅仅靠一些讲座等知识性传播的活动。找旅行社作为合作伙伴，有利于博物馆向产业化发展，探索新的经营之路。

博物馆讲解员与导游员的工作有很多相通之处，在很多地方，博物馆都是培养优秀导游员的重要课堂，很多出色的旅行社导游员都是从义务讲解员成长起来的。石宪建议，博物馆可以开设导游员课堂，对导游员在讲解过程中遇到的问题，博物馆应建立畅通的答疑、沟通渠道。博物馆也可以派专业人员去旅行社，学习其完善的经营理念与管理模式。

完善机制才能走得更远

虽然两者“强强联合”能带来很多好处，但从市场情况来看，成规模、成体系的博物馆＋旅行社产品并不多。

业内人士分析，目前，博物馆和旅行社之间只存在自发的、个体对个体的合作模式，这些也都是以一些简单的协议联系起来，我国还没有成统一的制度化管理模式，没有形成体系的长效机制，双方合作很难扩大规模，一些地区还存在着本地博物馆与外地旅行社对接困难的问题。

之前也有央视媒体曝光过某博物馆将景点“出租”给旅行社，旅行社又在其中高价卖旅游纪念品，欺诈游客的行为。这提醒旅行社和博物馆，双方合作应本着诚实、守信的原则，博物馆方应与具有正规资质的旅行社签订合作协议，避免不必要的损失。相关专家建议，博物馆应为旅行社建立合作档案，详细记录每个旅行社的签约时间、办公地点、联络方式、累计参观人数、财务往来及观众反馈情况，通过建立档案，全面了解旅行社对游客的组织能力和游客的满意度。同样，旅行社也可对合作的博物馆建立相关档案，分析博物馆的特色、动态展览信息、主要游客群体，有利于根据完整信息定制不同的主题游览线路，推出细分的个性化产品。

在如何吸引更多旅行社与博物馆加强合作方面，多家旅行社方均表示，博物馆应给旅行社提供更多优惠条件，比如，团队折扣优惠、团队客人特别通道等，让旅行社更有积极性参与到这道“文化大餐”的制作中来。

环球旅讯曾在《“曲高和寡”的博物馆　如何服下旅游这剂良药？》一文中也写过类似观点。无论是博物馆自身的发展，抑或是与旅游业的产业结合，仍然存在着不少的痛点和市场空白，那么，逐渐清晰的市场空间和机会，旅游业者抓得住吗？

In recent years, as one of the most vivid and personalized elements of tourism, culture has become more and more attractive. With the gradual warming of cultural tourism in the travel market, the travel agency has invested more and more effort in developing related products. Among many cultural tourism products, museum tours are almost necessary.

If the museum is a dish to put &ldquo in front of tourists; taste of ” the spiritual and cultural feast, so that special &ldquo travel agency is the meal; material ”, not the material ” “, food can also eat, but the taste of &ldquo ” it seems,; “ ” taste exceptionally thorough.

“ for the museum, the travel agency intermediary function super can bring a considerable number of tourists, the travel agency, the Museum of the unique tourism resources is an important factor to attract tourists to ” as Changchun Palace Museum researcher Shi Xian said, the museum and the travel agency can and should be closely related partner, common good &ldquo for tourists; cultural feast ”.

Make the museum tour more profound

In May this year, Changsha Museum comprehensive upgrade ” “, launched “ Xiangjiang north to stream water ” historical and cultural Changsha permanent exhibition area. More than a thousand pieces of precious historical relics form a long scroll of history. The city of Changsha, which was built in 2400, will be spread slowly in front of visitors in a vivid and sensitive way. Walking in the museum, not only can see the individual in twos and threes, but also can find many team tourists.

Team visitors Ma Xiaojue said, "he is half a museum “ fan ”" has been to many large and small museums at home and abroad, but followed the travel agency to visit museums, or the first time. “ there's a big difference between visiting and traveling. Travel arrangements can help you get closer to museums and better understand the history of Changsha. ” Ma Xiaojue for example, such as the exhibition, under the guidance of tour guides, he visited the southern Neolithic period the most exquisite pottery painting birds amphora, Shang and Zhou dynasties, the largest and heaviest bronze musical instruments like pattern Tongnao, &ldquo and ‘ writing; I was not when you were born, I was born old ’ pottery, if there is no tour guide reminded, easily submerged in a large number of exhibits. ”

Packaging Development Museum products, travel agencies have their own unique advantages. On the one hand, it is easier for travel agencies to find out the features and highlights of the package from the grand theme of the museum; on the other hand, the interpretation of a professional tour guide will make it easier for visitors to enjoy their cultural journey. Especially for ordinary tourists, although most museums have a voluntary cicerones, but most have the obligation to explain a fixed period of time, it is easy to miss, followed by travel to visit the museum, mainly listen to professional guide, can guide you to see more &ldquo &rdquo road;. In some large and characteristic museums, it is difficult to understand the museum's history, exhibits and features without the guidance of professionals.

There is a need for cooperation between the two sides

Beijing City Tourism Commission announced that in the future, Beijing museum will strengthen the docking with the travel agency, the development of Beijing Museum theme customized tourist products.

Beijing Tourism Commission official said, despite the Beijing registered Museum has more than 170. However, mature museum tourism products are not enough, but the form is still mostly based on visits, and experience tourism products are few. “ in order to better the abundant resources in Beijing Museum on the tourism market, with the Beijing Municipal Tourism Commission and the Municipal Bureau of cultural relics museum, organization units and travel agency wide resources docking, guide enterprises to develop more excellent products for the development of Beijing museum tourism, museum tourism products lay the foundation for the custom theme. ” Ctrip, CYTS, Kang Hui and other more than 20 travel agencies and the Museum of the city of Beijing has been actively docking, it is understood that the Beijing Museum and travel agencies have different forms of cooperation.

In addition to “ ” font size, free and open to the public, the museum, the enthusiasm of some folk museum and Museum characteristics and travel agency cooperation on a higher ticket, Harbin Beer museum was built in more than 120 travel agencies to promote the beer culture tourism projects, and signed a contract with the travel agency. In the Changchun Palace Museum, signed the travel agency can enjoy some discount tickets, if the cumulative number of delivery within one year up to 5000 people, can enjoy 15% off discount, a total of 10 thousand people, 20 percent off; a total of 20 thousand people, 30 percent off. This incentive system has greatly mobilized the enthusiasm of the major travel agencies.

In addition to the introduction of tourists, both sides have a lot of common topics in brand building, personnel training and so on. A few years ago, Kang Hui Suzhou International Travel Service Co., Ltd. in cooperation with the Suzhou Opera Museum, Suzhou Museum Ancient stage common packaging industry has been become a favourite tale. Opera Museum and Kang Hui travel agency cooperation, responsible for the arrangement of Museum venues, contact theatre, arrange the performance, and Kang Hui travel agent arranged contact source, including the unified organization of other travel agency customers, can be said to be the Opera Museum “ sales agent ”. Gu Keren, deputy director of the Suzhou City Opera Museum said that past positioning function of the museum is in “ cultural relics collection and preservation of &rdquo and “ ” youth education; the two aspects, and ignore the cultivation of the audience. As one of the oldest Chinese Kunqu Opera, and “ ancestor Baixi ”, to let the world know and understand it, will not only rely on some lectures knowledge communication activities. Looking for travel agencies as partners is conducive to the industrialization of museums, and explore new ways of management.

The museum guide guides the work and have many similarities, in many places, the museum is an important classroom training guide, a lot of good travel guides are from voluntary cicerones grow up. Shi suggested that the museum can open a "tour guide" class, and in the process of explaining the problems encountered by the tour guide, the museum should set up a clear solution and communication channels. Museums can also send professionals to travel agencies to study their sound management concepts and management models.

Improve mechanisms to go further

Although both “ powerful combination of ” can bring a lot of benefits, but from the market situation, into a scale, the system of museums + travel agency products are not many.

Analysis of the industry, at present, there are only spontaneous, individual to individual modes of cooperation between the museum and the travel agency, which are also linked with some simple protocol, China has not become institutionalized unified management model, not the formation of long-term mechanism system, bilateral cooperation is very difficult to expand the scale, in some areas there is a local museum and foreign travel agencies docking difficult problem.

There were also CCTV media exposure, a museum will attractions “ rental ” to travel agencies, travel agencies in which high selling tourist souvenirs, fraud tourists behavior. This reminds the travel agencies and museums, the two sides should be based on the principle of honesty and trustworthiness, the museum should have formal qualifications with the travel agency signed a cooperation agreement, to avoid unnecessary losses. Experts suggested that the museum should establish archives for the travel agency cooperation, signing time, location, contact information, financial transactions, the cumulative number of visitors and audience feedback detailed records of each travel agency, through the establishment of archives, understand the travel agency for tourist organization and comprehensive tourist satisfaction. Also, the travel agency can also establish cooperation Museum Archives, the museum features, dynamic analysis of exhibition information, mainly tourists, according to complete information to customize different theme tour routes, launch personalized products.

In the aspect of how to attract more travel agency to strengthen cooperation with museums, many travel agencies have said, the museum should provide more favorable conditions for the travel agency, for example, team discounts, special guest channel team, make travel more enthusiasm to participate in the “ cultural feast in the production to &rdquo.

Eyefortravel was in "“ &rdquo museum to highbrow; take the tour of this medicine? A similar view was written in the article. Whether it is the development of the museum itself, or with the tourism industry, there are still many pain points and market gaps, then, gradually clear market space and opportunities, the tourism industry can grasp it?