【环球时报记者 任筱楠 丁雅栀 环球时报特约记者 曾瑞】“麻辣烫专列发车啦！”21日上午7时47分，载着200名旅客的D2652次“环西部火车游”麻辣烫专列从兰州西站发车，这些游客的目的地正是日前成功出圈的甘肃天水市。在进“淄”赶“烤”、“尔滨”爆火后，天水又凭一碗麻辣烫掀起流量热潮。有淄博等城市此前交上的“作业”参考，当地迅速开启一系列“宠粉”动作，企业也纷纷跟进，希望通过“麻辣烫”撬动更多资源，上述“麻辣烫专列”正是一个典型案例。当各路人士为一碗麻辣烫涌入这个西北小城时，一个重复多遍但发人深省的问题同样摆在新“顶流”面前——如何接住这股流量，如何“网红”变“长红”。拥有深厚文化和诸多历史遗迹的天水，能通过麻辣烫让更多人看到它丰富的内在吗？在通过相似的路径出圈后，城市的流量“套路”还会持续奏效吗？

跃居“黑马”目的地

天水这波热度陡增与淄博和哈尔滨有相似之处，最初都是通过社交媒体发酵的。据称，天水麻辣烫火爆源于一个名为“一杯梁白开”的网友发布的“建议全国普及甘肃麻辣烫”的视频，这段视频展示了碗装的麻辣烫和手擀粉。虽然这名网友并不是“大V”，但色泽诱人的麻辣烫让视频大火，点赞数很快达到百万，吸引了不少博主前去打卡。进入3月份后，“甘肃麻辣烫”话题迅速在社交媒体发酵，多次登上短视频平台热榜和微博热搜。

甘肃文旅厅18日在回应网友提问时称，该部门围绕“甘肃麻辣烫”展开集中宣传推广，还协调多个网络平台，对“甘肃麻辣烫”相关话题予以流量扶持。

在成功收获流量后，天水迅速循着淄博和哈尔滨的经验开启“宠粉”操作。连夜刷墙擦栏杆、开通“麻辣烫专线”、机场高铁站免费接客、市民自发免费接送游客、景区赠送门票、政府大院开放给游客免费停车……这一系列操作也是复刻了前顶流城市身上的“讨好型”人格。

天水市民董妍告诉《环球时报》记者，她感受到政府非常努力地为游客营造良好的旅游环境，以带来更好的旅游体验，“为了不让游客错过天水特色社火表演，天水真是把‘家底’掏空，以往只在春节期间表演的民俗文化活动也为游客‘返场’。”董妍给记者展示了几条她去参加当地“捣蒜罐”民俗活动的视频。视频中，年轻人敲起锣鼓、伴随着“唐古拉风暴”的电音，舞步欢快。“‘捣蒜罐’形式简单，参与性强，特别受年轻人欢迎！”董妍说。

正如热闹的“捣蒜罐”现场所示，网络流量迅速转化成线下流量。3月以来，天水旅游消费的订单量增长明显。美团、大众点评数据显示，3月16日—17日天水旅游消费提前预订量同比增长18倍。同程旅游20日向《环球时报》提供的数据显示，截至当日，该平台上天水近一周酒店预订量同比上涨76%，天水的搜索热度环比上涨616%。与此同时，同程旅游发布的《2024年清明小长假旅行消费趋势报告》显示，甘肃天水成为“黑马”目的地，进入今年清明小长假目的地涨幅榜前十。值得关注的是，“前顶流”淄博的热度还在延续，其清明小长假期间旅游热度同比涨幅超过200%。

为“长红”努力

对于如何将流量变“留量”，是每个出圈城市在欣喜的同时都会思考的问题。据当地媒体报道，甘肃省文旅厅18日召开“甘肃麻辣烫”服务保障专班工作会议，就推动“甘肃麻辣烫”持续“热辣滚烫”，推动甘肃文旅市场从“网红”到“长红”作出安排部署。此前，天水市方面也召开“天水麻辣烫”服务保障工作推进会议。从3月16日到23日，天水市下辖的各个区县还轮流举办麻辣烫“吃货节”，并通过活动向游客赠送特产。

董妍说，当地企业也抓住机会赶紧宣传，在人流量较大的地方送各种各样的本地特产，比如酸奶、辣椒面、酒等，一些游客背空包来，带着满满一包特产走。

其实靠麻辣烫出圈的天水，不只有美食。天水是国家历史文化名城，有“羲皇故里”之称，拥有麦积山石窟、伏羲庙、西关古城等一系列知名景点。拥有如此丰富文化旅游资源的天水为何靠一碗麻辣烫引爆流量？

中国旅游研究院规划与休闲研究所所长吴丰林21日对《环球时报》记者表示，餐饮、美食在旅游要素中处于基础地位。中国人对餐饮、美食的需求蕴含的是基础消费力，美食旅游已成为人们惯常的生活方式。此外，美食旅游具备社交属性，对青年群体具有较高市场黏性。年轻人群是文旅创新形式和内容的主要创造者、推动者，也是评判者。新媒体的推动下成就的网红现象背后，都有非常清晰的年轻群体力量。

目前，天水各大景区的操作也显示出他们有多希望能够抓住这次机遇。景区推出联票优惠，延长营业时间。伏羲庙景区更是深谙流量的重要性，表示粉丝量达5万以上的博主可免票参观。此外，一些景区的工作人员还在天水南站、热门麻辣烫店开展宣传推介，向外地游客赠送景区门票。

不过，长远来看，通过流量打开旅游市场只是第一步。吴丰林表示，城市旅游、美食旅游发展，需要解决因网红现象带来大量客流的承接问题，更需要从观念和空间等多维度，系统解决好旅游消费场景的构建和发展动能的挖掘等问题。他建议，城市以社区、街区与商圈为主体，培育主客共享、近悦远来的多元化美食消费场景空间，并通过文化创造为美食旅游注入新动能。

世界旅游城市联合会特聘专家、中国社会科学院旅游研究中心特约研究员王笑宇表示，天水应该努力打造有特色的文旅产品，充分利用河西走廊丰富的传统文化和汉唐文化资源，打造具有差异化特色的主题文化产品，结合休闲娱乐场景，满足现代大众消费需求。

“批量制造”可行吗

有评论认为，从淄博到哈尔滨再到天水，“网红城市”的打造已有模式化、套路化之嫌，网友和游客会“审美疲劳”。对此吴丰林表示，这是旅游目的地发展必须理性面对的严肃问题。网红并不是旅游目的地发展的唯一路径。网红现象有可遇不可求的特点，目的地要按照旅游产业逻辑，扎实做好产业基础文章，静待花开。

麻辣烫走红还吸引了一些人回乡创业。天水市民孙瑞瑞告诉《环球时报》记者，最近一些在外打工的天水人回来学习制作麻辣烫，准备凭这门手艺在外地开餐馆。麻辣烫带来的商机还不仅于此，京东日前发布的数据显示，近两周，天水麻辣烫相关产品中，甘谷干辣椒、甘肃麻辣烫调料的成交额环比分别增长超10倍和9.2倍。据当地媒体报道，天水还将成立麻辣烫协会，对料包、调料进行细致加工。不过也有网友表示，喜欢麻辣烫是喜欢其烟火气，并不希望吃预制菜。对于美食产业化，吴丰林认为，抓住网红现象机遇，推动美食产业化和旅游产业高质量发展是值得肯定的。美食产业化是旅游产业寻求规模效应、实现高质量发展的方式之一，只有当这种方式与旅游市场的需求高度契合时，其目标愿景才能实现。

新闻译文：

[Global Times reporter Ren Xiaonan, Ding Yazhi, Special correspondent Zeng Rui of the global Times] "The Spicy Hot Pot special train has started!" At 7:47 a.m. on the 21st, the D2652 "Western Rim Train Tour" special train with 200 passengers started from Lanzhou West Station, and the destination of these tourists is Tianshui City, Gansu Province, which has successfully completed the tour. After entering "Zizi" to catch up with "Roast" and "Erbin", Tianshui set off a flow craze with a bowl of Spicy Hot Pot. With reference to the "homework" handed in by Zibo and other cities, the local government quickly launched a series of "pet powder" actions, and enterprises also followed up, hoping to leverage more resources through "Spicy Hot Pot". The above "Spicy Hot Pot Special Train" is a typical case. When people from all walks of life poured into this small town in the northwest for a bowl of Spicy Hot Pot, a repeated but thought-provoking question was also put in front of the new "top stream" - how to catch this flow, how to "become popular online". With profound culture and many historical sites, can Tianshui let more people see its rich inner through Spicy Hot Pot? Will the city's traffic "routine" continue to work after exiting the circle through similar paths?

Leap to the destination of the "dark horse"

The sudden increase in popularity in Tianshui shares similarities with Zibo and Harbin, both of which were initially fermented through social media. It is said that the popularity of Tianshui Spicy Hot Pot originated from the video of "Recommending the Popularization of Spicy Hot Pot in Gansu Province" released by a netizen named "Yibei Liangbaikai", which shows Spicy Hot Pot in bowls and hand rolled noodles. Although this netizen is not a "big V", the attractive Spicy Hot Pot made the video popular, and the number of likes quickly reached one million, attracting many bloggers to clock in. Since March, the topic of "Spicy Hot Pot in Gansu" has been rapidly fermented in social media, and has been on the hot list of short video platforms and microblog hot search for many times.

Gansu department of Culture and Tourism said in response to netizens' questions on the 18th that the department has carried out centralized publicity and promotion around "Spicy Hot Pot in Gansu", and has also coordinated multiple network platforms to give traffic support to topics related to "Spicy Hot Pot in Gansu".

After successfully gaining traffic, Tianshui quickly followed the experience of Zibo and Harbin to start the "pet fan" operation. Brushing walls and cleaning railings overnight, opening the "Spicy Hot Pot Special Line", airport high-speed railway station free of charge, citizens spontaneous free of charge to pick up and send tourists, scenic spots free of charge tickets, government courtyards open to tourists free parking... This series of operations is also a replica of the "pleasing" personality of the former top city.

Dong Yan, a citizen of Tianshui, told Global Times reporters that she felt that the government is working very hard to create a good tourism environment for tourists to bring a better travel experience. "In order to prevent tourists from missing out on the Tianshui special social fire performance, Tianshui has really emptied out their" financial resources ". Folk cultural activities that were only performed during the Spring festival in the past have also brought tourists back." Dong Yan showed reporters several videos of her participating in the local "mashing garlic can" folk activity. In the video, young people beat gongs and drums, accompanied by the electronic sound of "Tanggula Storm", and dance happily. "The 'mashed garlic jar' has a simple form and strong participation, which is particularly popular among young people!" Dong Yan said.

As shown in the bustling scene of "pounding garlic jars", online traffic quickly transforms into offline traffic. Since March, the order volume of Tianshui tourism consumption has increased significantly. according to data from Meituan and Dianping, the pre booking volume of Tianshui tourism consumption increased by 18 times year-on-year from March 16th to 17th. According to data provided by Tongcheng Tourism to the Global Times on the 20th, as of that day, hotel bookings in Tianshui have increased by 76% year-on-year in the past week, and Tianshui's search popularity has increased by 616% month on month. At the same time, according to the "2024 Qingming Small and Long Holiday Travel Consumption trend Report" released by Tongcheng Tourism, Tianshui, Gansu has become a "dark horse" destination, entering the top ten destinations for this year's Qingming Small and Long Holiday increase list. It is worth noting that the popularity of "top tier" Zibo continues, with a year-on-year increase of over 200% in tourism popularity during the Qingming Festival holiday.

Strive for "Changhong"

How to turn traffic into "retention" is a question that every city outside the circle will consider while enjoying. According to local media reports, the Department of Culture and Tourism of Gansu Province held a special work conference on "Spicy Hot Pot" service guarantee on the 18th, making arrangements to promote the "Spicy Hot Pot" to continue "hot" and promote the Gansu cultural and tourism market from "online popularity" to "permanent popularity". Previously, Tianshui City also held a meeting to promote the service guarantee work of "Tianshui Spicy Hot Pot". From March 16 to 23, the districts and counties under the jurisdiction of Tianshui also held Spicy Hot Pot "Food Festival" in turn, and gave special products to tourists through activities.

Dong Yan said that local enterprises have also seized the opportunity to quickly promote various local specialties, such as yogurt, chili noodles, wine, etc., in places with high foot traffic. Some tourists come with empty bags and leave with a full bag of specialties.

In fact, Tianshui, which relies on Spicy Hot Pot, is not only a gourmet food. Tianshui is a national historical and cultural city, known as the "Hometown of Emperor Xi", with a series of well-known attractions such as Maijishan Grottoes, Fuxi Temple, and Xiguan ancient City. Why does Tianshui, with such rich cultural tourism resources, rely on a bowl of Spicy Hot Pot to ignite traffic?

Wu Fenglin, director of the Planning and Leisure Research Institute of the China Tourism Research Institute, told Global Times on the 21st that catering and cuisine are at the foundation of tourism elements. The demand of Chinese people for food and beverage contains basic consumption power, and food tourism has become a common way of life. In addition, food tourism has social attributes and high market stickiness for young people. Young people are the main creators, promoters, and evaluators of innovative forms and content in cultural and tourism. Behind the phenomenon of internet celebrities achieved under the promotion of new media, there is a very clear power of young people.

At present, the operations of major scenic spots in Tianshui also show how much they hope to seize this opportunity. The scenic area has launched a joint ticket discount to extend business hours. The Fuxi Temple Scenic Area is well aware of the importance of traffic, and bloggers with over 50000 followers can visit it free of charge. In addition, some staff of the scenic spot also carried out publicity and promotion at Tianshui South Station and popular Spicy Hot Pot stores, and presented tickets to tourists from other places.

However, in the long run, opening up the tourism market through traffic is only the first step. Wu Fenglin stated that in the development of urban tourism and food tourism, it is necessary to solve the problem of attracting a large number of tourists due to the phenomenon of internet celebrities. Moreover, it is necessary to systematically solve the construction of tourism consumption scenarios and the exploration of development momentum from multiple dimensions such as concepts and space. He suggests that cities should focus on communities, neighborhoods, and commercial districts, cultivate a diversified food consumption scene space that is shared by hosts and guests, and bring convenience from afar. Through cultural creation, new energy should be injected into food tourism.

Wang Xiaoyu, a special expert of the World Tourism Cities Federation and a special researcher at the Tourism Research center of the Chinese Academy of Social Sciences, said that Tianshui should strive to create distinctive cultural and tourism products, fully utilize the rich traditional culture and Han Tang cultural resources of the Hexi Corridor, create themed cultural products with differentiated characteristics, and combine leisure and entertainment scenes to meet the needs of modern mass consumption.

Is mass production feasible

Some comments suggest that from Zibo to Harbin and then to Tianshui, the construction of "internet celebrity cities" has become somewhat standardized and routine, causing aesthetic fatigue among netizens and tourists. Wu Fenglin stated that this is a serious issue that tourism destination development must face rationally. Internet celebrities are not the only path for the development of tourist destinations. The phenomenon of internet celebrities has characteristics that can be encountered but not sought after. Destinations should follow the logic of the tourism industry, solidly establish industry foundations, and wait for the flowers to bloom.

Spicy Hot Pot's popularity has also attracted some people to return to their hometown to start businesses. Sun Ruirui, a citizen of Tianshui, told the Global Times that some Tianshui people who worked outside recently came back to learn how to make Spicy Hot Pot, and planned to open restaurants in other places with this skill. Spicy Hot Pot brings more business opportunities than that. According to the data released by JD recently, in the past two weeks, among the related products of Tianshui Spicy Hot Pot, the turnover of Gangu dry chili and Gansu Spicy Hot Pot seasoning has increased by more than 10 times and 9.2 times respectively month on month. According to local media reports, Tianshui will also set up a Spicy Hot Pot association to carefully process material bags and condiments. However, some netizens said that they liked Spicy Hot Pot because of its smoke, and did not want to eat prefabricated dishes. Regarding the industrialization of food, Wu Fenglin believes that seizing the opportunity of internet celebrity phenomenon and promoting the high-quality development of food industrialization and tourism industry is worthy of recognition. The industrialization of food is one of the ways for the tourism industry to seek economies of scale and achieve high-quality development. Only when this approach is highly compatible with the demands of the tourism market, can its goal vision be achieved.

重点词汇

• 特约记者 stringer ; special correspondent (of a newspaper/etc.)

• 麻辣 Spicy and spicy ; peppery and spicy

• 专列 special train

• 发车 start ; depart ; pull out ; dispatch a car ; detach a vehicle

• 目的地 destination ; dest

• 天水市 tianshui ; Tianshui City

• 天水 Tianshui ; rain ; a city in Gansu

• 淄博 Zibo (city in Shandong)

• 一系列 a series of ; a range of ; range ; sequence ; succession ; string ; round ; battery ; constellation ; tail ; parade

• 撬动 pry (away) ; lever ; Levering

句子成分分析：

[However], some netizens said | that they liked Spicy Hot Pot [because of its smoke], and did not want to eat 

prefabricated dishes.

句子语法结构详解：

(said 为 say 的过去式。)

* said 为谓语，采用一般过去时。
* that 为连词，引导宾语从句。
* liked 为谓语，采用一般过去时。
* want 为谓语，采用一般过去时。
* to eat 为不定式，作宾语。
* its 为物主代词。they 为人称代词主格。did 为助动词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

[According to local media reports], Tianshui will [also] set up a Spicy Hot Pot Association to carefully process 

material bags and condiments.

句子语法结构详解：

(media 为 medium 的复数形式。)

* set 为谓语，采用一般将来时。
* to carefully process 为不定式，作状语。
* will 为情态动词。a 为不定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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