In the past 2020, the development of the cultural industry has "two heavens": the traditional cultural industry is affected by the epidemic and it is difficult to maintain in the cold winter; while the emerging Internet cultural industry has become a consumption hotspot of the epidemic "home economy". The tourism industry has also experienced a difficult recovery from the impact of the epidemic, constantly discovering new opportunities and opening new ground in the face of challenges.
2021 is the first year of the "14th Five-Year Plan". The cultural tourism industry will regroup and set off again. Following the blueprint drawn by the Fifth Plenary Session of the 19th Central Committee of the Communist Party of China, restructuring the pattern and achieving high-quality development will not only move the structure of the national economy. The transformation and upgrading of China will also provide strong support for the construction of a “cultural power”.
Supply high-quality products and promote domestic circulation
When the Yellow Crane Tower, which spans a thousand years, encounters modern technology, what kind of spark will it bring? At the foot of the Yellow Crane Tower lit up in the night, drums, erhu, and pipa play warrior tunes, and the birds, koi, and dragon gates presented by 5D technology make their wonderful appearances, bringing audio and painting dialogues that travel through time and space, which is a traditional cultural tourism in Wuhan. A new symbol has been added to the landmark. Over the past few months, the light and shadow performance "Yellow Crane Tower at Night" has become a new popular tourist check-in project in Wuhan, opening a new window for the night tourist market.
At the same time, Wuhan used cultural and travel vouchers to boost consumer confidence, and the economic recovery has achieved remarkable results. As a result, Wuhan has become one of the first batch of 15 national cultural and tourism consumption demonstration cities announced by the Ministry of Culture and Tourism, the National Development and Reform Commission, and the Ministry of Finance, serving as a demonstration of national cultural consumption. From "consumer coupons" to "shopping festivals", localities adapt measures to local conditions, reform and innovate, develop with their own characteristics, explore "new tricks", actively cultivate and expand new forms and models of cultural and tourism consumption, and comprehensively improve the quality and level of cultural and tourism consumption.
The biggest difference between cultural consumption and ordinary commodity consumption is that it directly refers to the spirit and soul. Theater performances, museums, visual arts, music, movies, festivals, sports and leisure, and tourism all directly reflect the happiness experience and quality of life of residents. The "Proposals" of the "14th Five-Year Plan" proposes to "promote the integrated development of culture and tourism, build a group of world-class tourist attractions and resorts rich in cultural heritage, and build a group of national-level tourism and leisure cities and neighborhoods with distinctive cultural characteristics", It is to meet the new needs of the masses for a better life.
The Fifth Plenary Session of the Nineteenth Central Committee of the Communist Party of China proposed to expand the supply of high-quality cultural products, insist on putting social benefits in the first place, unify social and economic benefits, deepen cultural system reform, improve cultural industry planning and policies, and strengthen the construction of a cultural market system . According to Shao Minghua, director of the Department of Cultural Industry Management of Shandong University, emphasizing the use of the market to allocate resources can further stimulate the cultural creativity of the whole society, and ultimately promote the inheritance and development of excellent traditional culture and the inheritance and promotion of red culture through the consumption of cultural boutiques. , The passion of innovative culture bursts out.
Go to the cloud and use numbers to empower intelligence, conform to the digital trend
Saying goodbye to the old and welcoming the new, the 2021 New Year's Eve party at station B has become a "circle breaking" cultural phenomenon. The popularity peak of the first live broadcast a year ago was close to 100 million, and this year the peak popularity reached 250 million, "popularity is bursting." The most amazing thing is that on this year’s stage, traditional elements such as Kunqu Opera, Qin Opera, Pingju Opera, Sichuan Opera, Hebei Bangzi, Peking Opera and other traditional elements are integrated with contemporary stage art, eclectic, bold and innovative, showing the creativity of "Gen Z" digital entertainment .
The new generation is riding the wind and waves in the tide of the Internet, and traditional cultural institutions are also adapting to changes. They have moved to the cloud, used numbers, and given their wisdom to increase new media and younger communication. Under the impact of the epidemic, online performances have become the unanimous choice of the traditional performance industry. From the initial screening of "inventory" audiovisual materials to the active launch of new works, online performances have gradually transformed, becoming a new breakthrough point for art institutions to buck the trend. During the epidemic, the Zhongshan Park Concert Hall first launched 86 "online concerts" on WeChat, and also moved the summer art brand "Open the Door of Art", which has lasted for many years, to the cloud; online live broadcast of the National Grand Theater has become the norm , "4K+5G" technology upgrades have enabled classical music and original dance dramas to be enjoyed in the "sky theater", which has expanded the breadth of dissemination and allowed art to accompany the audience in the air.
The epidemic has accelerated the digital transformation of the cultural industry and forced the online, digital, and intelligent development of traditional cultural industries. Cloud exhibitions, cloud performances, and cloud forums are emerging one after another; publishing houses have become databases; readers' portraits are more accurate, and data marketing targets consumers. As the integration of culture and technology has become a major trend, rich cultural resources constitute an important content support for scientific and technological development, and scientific and technological progress also promotes the renewal of cultural forms and content. To this end, the "Recommendations" of the "14th Five-Year Plan" put forward the implementation of a digital strategy for the cultural industry and speed up the development of new cultural enterprises, cultural business formats, and cultural consumption models.
The future has come, with massive content, technological iterations, and shocking experiences. The Internet has profoundly changed the production and consumption of cultural products. While improving efficiency, it has reconstructed business models and organizational forms. Zhang Xiaoming, a researcher at the Cultural Research Center of the Chinese Academy of Social Sciences, believes that the “biggest variable” of the global cultural market is the deep reorganization of the cultural value chain, from a single “pipeline model” to a diverse “network model”, and the pressure of development becomes the driving force of transformation. The kinetic energy of reform and development of seeking change and innovation continues to accumulate; in the new digital ecosystem, there are completely different algorithms, gameplays and ways of working. For the survival of the fittest, only open-mindedness and extensive cooperation can create a win-win path and amplify cultural influence.
Culture has the same roots and is integrated into regional development
"By 2025, the construction of the Humanities Bay Area and the Leisure Bay Area will achieve initial results; by 2035, a world-class bay area that is livable, industrial and travelable will be completed." At the end of 2020, the Ministry of Culture and Tourism, Guangdong-Hong Kong-Macao Greater Bay The District Construction Leading Group Office and the People's Government of Guangdong Province jointly issued the "Guangdong-Hong Kong-Macao Greater Bay Area Culture and Tourism Development Plan". 11 columns and 36 projects, coordinate the promotion of the development of culture and tourism in the Guangdong-Hong Kong-Macao Greater Bay Area, clarify several tasks such as shaping the humanistic spirit of the Bay Area, promoting cultural prosperity, promoting mutual learning between Chinese and foreign cultural exchanges, and optimizing tourism market supply. New developments in the Hong Kong-Macao Greater Bay Area.
Guangdong-Hong Kong-Macao Greater Bay Area, "One Belt One Road" construction, coordinated development of Beijing-Tianjin-Hebei, integrated development of the Yangtze River Delta, development of the Yangtze River Economic Belt, ecological protection and high-quality development of the Yellow River Basin, development of the seven major regions of the two-city economic circle in the Chengdu-Chongqing region In the strategy, the intangible "culture" plays a decisive role: culture has the same roots and enhances the cohesion of regional cooperation; cultural roots cast the soul and find the centripetal force for common development; cultural empowerment boosts and enlarges the competitiveness of regional synergy.
"On the basis of profound historical and cultural accumulation, the Yangtze River Delta has formed a Yangtze River Delta model characterized by sound cultural market elements and active market innovation mechanisms." Analysis by Gu Jiang, Dean of the Yangtze River Delta Cultural Industry Development Institute, Nanjing University, Shanghai Cultural Finance Developed, cultural trade and high-tech empowerment of the cultural industry are prominent; Zhejiang private cultural enterprises are rich in resources, tourism resources, characteristic towns, and the combination of the Internet and cultural industries are outstanding; Jiangsu’s tourism industry is developed and there are many historical and cultural cities; Anhui rural tourism Distinctive features. The three provinces and one city have commonalities, and each place has its own unique features. They are highly complementary and work together to expand the cultural market.
From the inside of the cultural industry, it is necessary to "self-help" and standardize the development of cultural industry parks; from the outside of the cultural industry, it is necessary to "consolidate the world" and promote the construction of regional cultural industry belts. Inside and outside the Great Wall, on both sides of the Canal, and along the Long March, the essence of culture is highlighted. In 2021, the construction of the Great Wall, the Canal and the Long March will be steadily promoted. With a wide range of areas and distinctive themes, the National Cultural Park will not only be of great significance to the inheritance of Chinese cultural genes, but also provide a broad development space and create a practical base for the integration of cultural and tourism.
Cultural highlights, revitalizing rural industries
Shi Liping, the representative inheritor of Songtao Miao embroidery in Songtao Miao Autonomous County, Guizhou, has trained more than 10,000 embroiderers through the "Intangible Cultural Heritage Poverty Alleviation and Employment Workshop", which has spurred 3,800 women in 28 townships to find local employment. To "guard the baby, embroider flowers, support themselves and support their families" has stimulated the endogenous motivation of the poor people to fight poverty. Because of the outstanding effect of bringing poverty, Shi Liping won the 2020 National Poverty Alleviation Award Dedication Award.
At present, nearly 1,000 intangible cultural heritage poverty alleviation and employment workshops have been set up in national poverty-stricken counties. These workshops have contributed to local poverty alleviation and have become a breakthrough in rural tourism and rural revitalization.
"Rural tourism has increasingly become an important way for poverty alleviation by industry. The development of rural tourism for poverty alleviation requires adapting measures to local conditions, tapping local characteristic resources, and actively building characteristic brands." Shan Gangxin, head of the Resource Development Department of the Ministry of Culture and Tourism, introduced the Ministry of Culture and Tourism in conjunction with the country The National Development and Reform Commission has launched 1,000 key rural tourism villages across the country, which will cultivate a number of high-quality rural tourism brands, and also launched 300 unique rural tourism that allows everyone to see the mountains, see the water, and remember the nostalgia The high-quality route highlights the effect of the rich and the poor.
The "Proposals" of the "14th Five-Year Plan" specifically mentions "development of red tourism and rural tourism". In 2021, rural tourism will continue to make efforts to integrate primary, secondary and tertiary industries to promote rural revitalization. With the changes in consumer demand, rural tourism is also continuing to upgrade: the first stage is the "farmhouse" for viewing the fields and eating, the second stage is the "country leisure" for play and relaxation, and the third stage is the "countryside" for homestay and experience. "Holiday", the fourth stage is the "rural residence" of residence and life, attracting more young people and artists into the countryside and making the countryside more vibrant.
Cultural touches become golden, empowering rural revitalization. Incorporating modern communication, live broadcasts and short video recordings make rural and rural villages lively on the screen. People can enjoy the rural scenery from the screen, and can place orders for agricultural and sideline products with one click. The distance between urban and rural areas is so close. Cultural IP integrates the village taste, village product, village art, and village fun. Creativity ignites the countryside. Visitors can not only experience the pastoral scenery, but also appreciate the "homesickness" that has never been gone, turning the green waters and green mountains into golden mountains and silver mountains. The countryside has not only become a poetic "habitat" for urban people, but also a "cornucopia" for farmers to get rich.
Tell the Chinese story well, serve the grand strategy of cultural power
Jingdezhen, the century-old porcelain capital, is still the "sacred land" of ceramic artists all over the world. More than 5,000 foreign artists come to Jingdezhen every year. These “foreign landscape drifts” still have a passion for Jingdezhen during the epidemic. Although they cannot come to China, some participate in online teaching and design through videos; some place orders on the cloud and let domestic talents help with product development and sales; some Also settled in the online Taoxichuan·Jingdezhen International Studio, through live lectures and online art mall, etc., to expand a new space for exhibition, exchange and creation.
"Ocean Jing Piao" is attracted to Jingdezhen because of its traditional hand-made porcelain skills, and spontaneously has a yearning for Chinese culture. The attraction of Jingdezhen lies not only in the ceramic itself, but also in the unique Chinese lifestyle derived from the handmade porcelain industry. In a silent way, culture condenses artists from all over the world who love ceramics.
The "Recommendations" of the "14th Five-Year Plan" require that we should focus on telling Chinese stories, innovate to promote international communication, and strengthen foreign cultural exchanges and multi-level civilization dialogue.
"China has no shortage of good stories, but it lacks the talents and methods that can tell stories. It is especially important to tell Chinese stories in a way that foreigners can understand and are interested in." Li Xiangmin, Dean of Zijin Cultural and Creative Research Institute, believes that such an international Cultural dissemination is not only to show national culture to the international community, but also to seek breakthroughs in national image, opening to the outside world, trade and investment, economic benefits, cultural security, seeking consensus, etc., highlighting the unique genes of Chinese culture in the garden of world civilization And values to help build a community with a shared future for mankind. —Source China Travel Net
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