Promoting tourism with culture, and commending culture with tourism, this development goal has been repeatedly mentioned since the integration and development of culture and tourism. And with the release of the "Recommendations of the Central Committee of the Communist Party of China on Formulating the Fourteenth Five-Year Plan for National Economic and Social Development and Long-Term Goals for 2035" (hereinafter referred to as the "Planning Proposals"), and the full text of 12 of the 60 proposals All mention the background of culture or tourism, which not only demonstrates the rich development prospects of the cultural tourism industry, but also allows practitioners to gradually have a clearer direction on where to go next: whether it is content or service, or Linking new technologies and building its own brand requires a "high quality" mark from the inside out to drive the industry to achieve a further leap forward.
"Promote the integrated development of culture and tourism, build a number of world-class tourist attractions and resorts with rich cultural heritage, create a number of national tourism and leisure cities and blocks with distinctive cultural characteristics, and develop red tourism and rural tourism. To tell the Chinese story well In order to focus, innovate and promote international communication, strengthen foreign cultural exchanges and multi-level civilization dialogue." The content of more than 100 words in the "Planning Proposal" directly points out the primary key point of the integrated development of the cultural and tourism industry-content.
According to Wei Pengju, Dean of the Institute of Cultural Economics of the Central University of Finance and Economics, content is a manifestation of the inherent value that empowers the integrated development of the cultural and tourism industry, especially cultural and tourism projects such as theme parks, which require high-quality content as support.
Nowadays, domestic cultural tourism projects are also paying more attention to building brands with cultural content as the core, and strengthening the attractiveness to consumers. According to incomplete statistics from reporters from Beijing Business Daily, in the past month, more than ten provinces and cities, including Beijing, Jiangsu, Sichuan, Henan, Shandong, and Liaoning, have all emphasized their distinctive cultural brands when launching cultural tourism-related activities.
Take Nanjing Happy Valley, which just opened in November this year, as an example. In addition to the original IP "Big Blue Whale", the project also cooperates with B.Duck Little Yellow Duck, Guoman IP Biscuit Sheriff, etc., and introduces local Nanjing Cultural activities such as "Jiangsu Youth Music Festival" and "Blue Whale Music Festival". The Beijing Universal Theme Park, which will open next year, also deliberately chose "Kung Fu Panda", an IP that can resonate with consumers more culturally, as one of the main parks.
From the perspective of industry insiders, the country is currently accelerating the cultivation of a complete domestic demand system, and if the cultural tourism industry is to achieve internal circulation, cultural content is also an indispensable key element and an enabling engine. Although the awareness of all parties to strengthen content has become stronger, from the perspective of overall supply, there are still deficiencies in the content of domestic cultural tourism projects, which need to be continuously strengthened in the future to make up for the deficiencies.
Wei Pengju believes that it is not necessary to have content to drive the industry. The key is to have cultural innovation, high-quality theme content that is representative in the domestic market and internationally. If supported by high-quality content, more leading projects or enterprises will be born in the domestic cultural tourism industry.
Detail quality determines competitiveness
At this stage, our country has entered a new era of consumption upgrade, which has promoted the demand for culture and tourism and vacation to gradually become rigid consumption, which has made people's demand for culture and tourism products increasing, and is providing greater development prospects and investment value for the entrants. At the same time, it also promotes the improvement of market standards, and pays more attention to the display of details and quality.
Entering the Universal Theme Park, every park, whether it is amusement projects, architecture, meals, or derivative products, is designed around the theme IP as the element, which enhances the overall sense of immersion, and consumers often experience You can accidentally find IP graffiti or three-dimensional images on the exterior wall or in a corner of the building, adding novelty and creativity. At the same time, the Universal Studios theme park also has many considerations for the design of the tour route, most of which form a ring, and there are also direct access to the core area, which is convenient for consumers to visit.
In Disneyland, consumers are impressed by actors playing different roles. Each actor seems to be living in a virtual Disney fairy tale, completely recreating the expressions, behavior and even handwriting of animated characters. At the same time, the manners of other staff members are also clearly stipulated. The clothes and appearance are always kept in the best condition, without showing fatigue or negative emotions, creating a more joyful atmosphere.
“The design of the tour route and the appearance of the staff are in fact the embodiment of service.” Li Jie, a researcher at the think tank of the digital cultural and creative industry, believes that cultural tourism projects are not just to provide cultural content and experience products, high-quality services also need to continue. Through it, from another angle to enhance consumer satisfaction, if missing or poor quality will bring a fatal blow to cultural tourism projects.
The "Planning Proposal" mentioned that "promote the upgrading of life service industry to high quality and diversification, accelerate the development of health, elderly care, childcare, culture, tourism, sports, housekeeping, real estate and other service industries, and strengthen public welfare and basic services. Service industry supply. Promote the standardization and branding of service industry".
"In the final analysis, the essence of the cultural tourism industry is the service industry, so good service is essential. The quality of details will determine the market competitiveness of a company or brand." Wei Pengju emphasized.
Combining new technologies for differentiation
The World Tourism Organization has predicted the development prospects of my country's cultural tourism market in the next ten years, and stated that the entire market is expected to reach 30 trillion to 50 trillion yuan. As the next market with a level of tens of trillions of yuan, and at the same time coincides with the launch of the "14th Five-Year Plan", the cultural tourism industry is ushering in a new period of opportunity. In addition to pursuing scale and speed, it must also explore differences. Characteristics.
Lin Huanjie, director of the China Theme Park Research Institute, said that people have gradually shown more diversified consumer needs, not only the overall market positioning of cultural tourism projects, but also the functional design of different experiential products within cultural tourism projects. Sex to satisfy different types of consumers.
In the process of seeking differentiation, the close linkage with new technologies is particularly important. The "Planning Proposal" pointed out that "Insist on the core position of innovation in the overall situation of my country's modernization drive, take scientific and technological self-reliance as a strategic support for national development, face the frontiers of world science and technology, face the main economic battlefield, face the major needs of the country, and face the people's life and health. In-depth implementation of the strategy of rejuvenating the country through science and education, the strategy of strengthening the country through talents, and the strategy of innovation-driven development, improving the national innovation system, and accelerating the building of a strong country through science and technology.
Observing the cultural tourism projects launched in recent years in China, we can find that practitioners are invariably strengthening the use of new technologies. In the real-life entertainment park under Huayi Brothers, virtual riding projects equipped with VR technology have been launched; Fangte theme park also uses film and television simulation technology, super-sensing experience, virtual interactive entertainment system and other technologies to launch various experiential products.
Li Jie believes that new technology has inevitably become an important means to enhance the competitiveness of cultural tourism projects and seek differentiation. “People’s living environment is becoming more closely integrated with new technologies. At the same time, traditional cultural tourism projects have made people feel better. A sense of exhaustion is generated. If the following travel projects cannot keep up with the pace of technology, it will undoubtedly make people feel backward. Moreover, the emergence of new technologies such as VR and AI has enhanced the experience of cultural travel projects, and effective combination can greatly increase the attraction force".
Source: Beijing Business Daily/Lu Yang Zheng Rui
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