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《权游》等热门影视剧引发取景地旅游潮
From “Game of Thrones” to “Mamma Mia,” set-jetting tourism is everywhere
如果你还没听说过杜布罗夫尼克的名字,那你真是out了!这座中世纪古城可是近年来大热的电视剧《权力的游戏》的取景地。事实上,卖座电影和热播剧就像是旅游业的吸金石,国外有《权力的游戏》,国内有《三生三世十里桃花》,这波在全球越刮越猛的取景地旅游潮让各地的旅游局乐开了花。
Quartz网站截图If you want to know where next year’s most in-demand travel destination may be, just look at the next few month’s releases of movies and TV shows.
如果你想知道明年最热门的旅游景点是哪些,只需看看接下来几个月上映的电影和电视剧便可知晓。
The “set-jetting” trend—travelers seeking out destinations they’ve seen in movies and shows—seems to be having a bit of a moment, and tourism boards are scrambling to make the most of it.
所谓的“取景地旅游”指的是去电影和电视剧中的取景地游览,这股“取景地打卡”风潮近来似乎风头很劲,各地旅游局也都争相利用这一热潮。
The Croatian island of Vis eagerly anticipated the so-called “Mamma Mia effect”; Game of Thrones has irrevocably changed tourism in the ancient Croatian city of Dubrovnik; and with last week’s release of Crazy Rich Asians, the Singapore tourism board ramped up its efforts to lure set-jetters eager to experience the lavish lifestyle depicted in the film.
克罗地亚维斯岛正热切地期待着所谓的“妈妈咪呀效应”;《权力的游戏》一剧已经永远地改变了克罗地亚杜布罗夫尼克古城的旅游业;上周《摘金奇缘》上映后,新加坡旅游局也开始卖力招揽想要体验电影中奢华生活方式的。
Quartz网站截图Set-jetting is not a new phenomenon. The sets in the Tunisian desert that director George Lucas built for the planet of Tatooine in the first Star Wars film have been the site of fan pilgrimages for decades.
到取景地旅游不是什么新鲜事。导演乔治·卢卡斯在突尼斯沙漠为《星球大战》第一部中的塔图因星球搭建的布景几十年来一直是粉丝们的朝圣之地。
A Guardian article from 2005 reports that “27% of Britons say they have chosen holiday destinations as a result of reading about them in a novel or seeing them in a movie or TV series.” And of course cities like New York, LA, and London have always lured set-jetters, thanks to the sheer number of screen-based storylines that take place there. But today’s dizzying array of content seems to be making the trend go wild, with higher quality television series appearing on more platforms serving as inspiration.
《卫报》2005年的一篇文章报道称“27%的英国人表示,自己选择到某个地方去度假是因为之前在小说或影视剧中看到过”。当然,纽约、洛杉矶和伦敦总是会吸引大量取景地,以这些大城市为背景的剧本实在太多了。眼花缭乱的旅游资讯轰炸,再加上更多平台上涌现出的高质量电视剧提供了灵感来源,这一潮流变得一发不可收拾。
The prime example of this, of course, is the aforementioned Game of Thrones. In addition to Croatia, the series was filmed in parts of Spain, Northern Ireland, and Iceland, a country that saw a staggering increase in tourism in the past ten years—no doubt spurred in part by the series.
一个绝佳的例子便是前面提到的《权力的游戏》。除了克罗地亚以外,该剧还在西班牙、北爱尔兰和冰岛的部分地区取景。过去十年间,冰岛的旅游业迅猛发展,无疑有一部分是拜《权游》所赐。
In addition, Vogue reported that Monterey, California had seen a bump in tourism since Big Little Lies premiered (those visitors might be disappointed to learn that much of it was filmed in Malibu and Big Sur); and the British seaside region of Cornwall has had an influx of international visitors thanks to the BBC period drama series Poldark.
此外,据《Vogue》杂志报道,自从电视剧《大小谎言》播出后,去加州蒙特利的数量大增(不过要是知道该剧大部分都是在马里布和大苏尔拍摄的,恐怕会感到失望);英国临海的康沃尔郡有大批海外涌入也是因为BBC年代剧《波尔达克》。
It’s tempting to blame set-jetting for the crisis of overtourism that seems to be gripping some of the same cities where it’s so visible. Indeed, some recent articles have done just that. But in fact, the crisis of overtourism has much more to do with the increasing accessibility of global travel, and the failure of governments to regulate the tide of tourism. It’s a confluence of factors that has nothing to do with movies or TV shows: low-cost carriers offering low fare tickets; the rise of China’s middle class; currency fluctuations; the ever-increasing capacity of mega cruise ships; and the ubiquity of a largely unregulated Airbnb.
一些著名的取景地城市似乎正面临着过度旅游的危机,取景地旅游热潮也因此成为“背锅侠”。确实,最近很多文章都在批判这一现象。但事实上,过度旅游危机更多的是因为出国旅游变得更容易,以及政府未能调控好流量。这是多个因素共同作用的结果,而不能归咎于电影或电视剧。导致过度旅游的因素包括:低成本航空公司提供了廉价机票;中国中产阶级的崛起;货币汇率波动;大型游轮的载客量越来越大;几乎不受监管的爱彼迎短租房无处不在。
Sure, a blockbuster set in a sleepy seaside town can send it a hoard of obnoxious cinephile tourists, but locals may welcome that business. And ultimately, if art opens the world up and inspires people to explore it—that’s not such a bad thing.
诚然,一部卖座大片会给一座宁静的海边小镇送去一大群讨厌的影迷,但当地人也可能会欢迎旅游业兴旺带来的商机。说到底,如果艺术能让世界变得开放,启发人们去探索这个世界,这未尝不是一件好事。
取景地旅游潮不只发生在国外,早在多年前,国内就兴起了多个被取景地带火的旅游胜地,从乔家大院到云南丽江,来看看都有哪些景点借了影视剧的“东风”:
乔家大院
乔家大院是国家AAAAA级旅游景区,全国重点文物保护单位,国家二级博物馆,每年接待数以百万计的。而乔家大院的火热还得从同名电视剧说起。
2006年,由胡玫执导的商战剧《乔家大院》在其播出的20余天里一直将收视率全国第一的宝座占为己有,在北京地区收视最高创下17.33%。而这部电视剧的另一个作用则是再现了山西独特的民俗风情、地域色彩和历史文化。有人说,《乔家大院》的播出带火了整个山西旅游。
乌镇
乌镇是江南的一个水乡小镇,古旧、安详、幽静,它从原本的默默无闻到现在成为国家名片,多半要归功于电视剧《似水年华》。
在《似水年华》中,女主角刘若英和黄磊在乌镇邂逅,上演了一段美妙的爱情故事。如今的乌镇,是全国二十个黄金周预报景点及江南六大古镇之一。2014年11月19日始,乌镇成为世界互联网大会永久会址。
丽江
云南丽江在清冷的玉龙雪山顶上,终年云雾缭绕,即使是在最晴朗的天气,阳光也很难穿透云层。传说每年秋分是日月交合同辉同映的日子,只有在特别偶然的时刻,才能看到有一米长的阳光照在山顶,而神灵会在那天赐予人间最完美的爱情阳光。
2004年,爱情电视剧《一米阳光》热播。慢慢的,小有名气的丽江开始被越来越多的人所熟知。艺术家、文艺青年像发现世外桃源般的蜂拥而至,青春男女们如同朝圣爱情福地般奔走相告。如今的丽江已是闻名遐迩的浪漫旅游胜地。
大新
2015年由当红花旦赵丽颖主演的《花千骨》不仅捧红了一批演员,更捧红了取景地广西大新县的德天跨国大瀑布、明仕田园、恩城等景区,使大新成为热门旅游地。
同年,大新县三景区的预订量比2014年同期增长了6倍,量增长了100%。同时,也带动整个大新县的旅游发展,使其量高达450.2万人次,同比增长28.38%,旅游综合收入33.26亿元,同比增长46.91%。
长白山
2015年8月17日是网络热播剧《盗墓笔记》中提及的“长白山十年之约”,是主人公张起灵“回归的日子”,使得长白山景区受到了不少原著党的追捧,大批《盗墓笔记》“粉丝”或单独、或组团,纷纷奔赴长白山。同程旅游预订数据显示,剧集播出后,长白山景区的量增长了200%,也使得长白山周边民宿出现爆满现象。
普者黑
2017年一部由杨幂领衔主演的古装仙侠剧《三生三世十里桃花》火遍了四海八荒,剧中白浅姑姑居住的世外桃源——“青丘”更是让无数粉丝心驰神往,使得“青丘”的现实版——云南丘北普者黑,一跃成为争相前往的旅游胜地。2017年,丘北县共接待中外425万人次,其中,普者黑景区就接待了100.65万人次,实现旅游收入29.37亿元,各项指标均创历史新高。