CityU students’ innovative planning project adopted by government to boost Hangzhou cultural tourism industry

Students from Faculty of International Tourism and Management (FTIM) of City University of Macau (CityU) —Zheng Zicheng, Cai Fuman, Liu Shiying, Pan Yiming and other students—proposed an innovative planning project “Exploring the Cultural DNA of Fuyang” under the guidance of Prof. Li Xi. The project was recently adopted and implemented by the government departments of Fuyang district, Hangzhou, which effectively helped the creation of the “Dwelling in the Fuchun Mountains” tourism attraction and produced positive social impact.

This project originated from the 12th Event Planning & Creativity Competition. The student team explored the historical heritage and artistic essence of the national treasure Dwelling in the Fuchun Mountains, in consideration of the current Fuyang’s cultural tourism industry. They proposed an innovative development that integrated intangible cultural heritage and emerging technologies in natural and cultural landscapes, winning the recognition of experts and a first prize in the competition that year and the bronze medal in the Fuyang Cultural Tourism Special Track.

The project closely aligned the theme with elements of both ancient and modern times. It was divided into three main chapters: “Remembering Jiangnan”, “Observing the Port Tides”, and “Carrying Forward the Legacy,” showcasing Fuyang’s natural scenery, ancient architectural styles, and intangible cultural heritage. In terms of tourists’ experience design, the project emphasized in-depth interaction between human and the natural environment, cultural communities, historical figures, and intangible cultural creations. The main venue was Dongziguan Village, located near the Fuchun River. Leveraging its historical background and combining modern tourism needs with rural development, the project designed a variety of tourism products, including the Fuyang Cultural Exhibition Hall in Dongziguan Village, the series of check-in activities, lectures, and landscape tours. These activities would allow participants to deeply explore the historical sites and cultural legends of Dongziguan Village. The planning team also proposes using VR, 3D holographic projection, and other technologies to create an immersive cultural feast.

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