Immersive travel has become a new favorite! Promote the cultural tourism industry to enter a new stage

In recent years, tourists are not only satisfied with the bland cultural tourism products. With the application of scientific and technological elements such as AR, VR and intelligent interaction, many cultural units and scenic spots in many parts of the country have tried immersive cultural tourism projects. Immersive experience gradually endows cultural tourism products with new forms and meanings, and immersive cultural tourism has ushered in a period of rapid development.

Immersive cultural tourism is based on virtual reality, scene shaping, holographic projection, intelligent interaction and other technologies, combined with tourism culture IP, to create a space where the virtual and the real are combined, so that people and cultural works in it can interact and even participate in the works, experience sensory shock and cultural identity, overcome the environmental restrictions in traditional cultural tourism products, and have a stronger sense of interaction, scene and substitution.

Policy blessing

During the "Fourteenth Five-Year Plan" period, the implementation of the digital strategy of cultural industry and the accelerated development of new cultural enterprises, cultural formats and cultural consumption patterns were written into the strategic plan to meet people's cultural needs and promote the construction of a socialist cultural power. Immersive experience, represented by immersive performing arts, immersive exhibitions, immersive entertainment and immersive film and television, is becoming an important step to expand the development field of cultural tourism industry and will be a hot direction to lead the future development of the industry.

The Tenth Five-Year Plan for Culture and Tourism and the Tenth Five-Year Plan for Cultural Industry issued by the Ministry of Culture and Tourism both set the goal of completing "100 immersive experience projects" during the Tenth Five-Year Plan period. From the 13th Five-Year Plan to the 14th Five-Year Plan, immersive cultural tourism has become a new driving force for the expansion of the cultural market at an extremely fast speed.

Zeng Weber said: "The market has promoted the rapid development of immersive business. The cultural tourism goal put forward during the "14th Five-Year Plan" period may have been realized long ago, with more than 100, such as digital experience projects made by museums and night tours in scenic spots. Regardless of the experience effect, the scenic spot has already developed the awareness of immersive experience. "

Mining and transformation of cultural IP

The interaction and experience of cultural tourism products has become the norm, and the deep experience must be the immersion of cultural spirit, the blending and infiltration of history and culture, which makes immersive cultural tourism more growth.

"Immersive travel is not entirely a technical show. The most important thing is the content. It is most important to tap the core IP and penetrate the regional culture. Immersion' is not only to create visual stimuli, but more importantly, it can bring beautiful feelings and cultural immersion to tourists throughout the experience. " Zeng Weber said.

"For example, the Tang Palace Banquet in last year's Spring Festival Gala and the Only Green in this year's Spring Festival Gala are all immersive performances, which bring the audience to a certain artistic conception and let everyone experience the culture of an era, thus becoming interested in the city behind them."

In Shanghai, influenced by the movie "800", the Anti-Japanese War Memorial Hall of Shanghai Sixiang Warehouse will reach its peak on holidays, and there are bullet holes left by the battle on the huge external wall. In the memorial hall, the original appearance of the warehouse was restored visually as a whole. A large number of historical photos, newspapers and historical materials during the Battle of Songhu and the Battle of Sidian were exhibited, and the layout of Sidian and surrounding cities during the Battle of Sidian was reduced in scale. The tension between the two armies came to the fore, and the tourists felt that they were there.

It has been said that not all cultural tourist attractions have the conditions to create an immersive cultural tourism model, and it is forbidden to blindly follow the trend. Only on the basis of rich culture, make full use of the environmental elements and technical elements of the immersive format to form high-quality content can we have the advantages of sustainable development. Immersive travel cannot completely replace the actual offline experience. Immersive experience is more about shaping virtual emotions, while offline experience has a lot of contingency and authenticity. The organic combination of immersive experience and real-life tourism is in line with the direction of future development and the only way for tourism to exist.

Help the development of cultural tourism industry.

Immersive travel promotes the upgrading of tourism consumption. With the domestic cultural tourism consumption becoming younger and more international, the aesthetic level and product requirements are constantly improving, and the immersive cultural tourism consumption mode has outstanding advantages in experience, interaction and sense of scene, which caters to the needs of consumption upgrading. Break through the traditional "viewing mode" and enter the "experience mode" to promote cultural tourism consumption and provide tourists with high-value and high-sensory experience.

Promote cultural tourism products to improve quality and efficiency. Immersive experience adapts to the personalized and diversified needs of people's leisure methods, further subdivides the market, increases the added value of culture, broadens the depth of integration of cultural tourism, promotes the creation of peripheral products and derivatives, and promotes the overall value-added of cultural tourism products.

Promote the development of "localized" cultural tourism industry in third-and fourth-tier cities. Different from the positioning of big cities and scenic spots, how can third-and fourth-tier cities develop a road of cultural tourism with local characteristics? Based on the local characteristic culture, the application of immersive experience in urban space, urban complex, cultural venues, scenic spots and other cultural tourism scenes will be expanded to make the consumer market base broader. The immersive night tour project "Jinbao Starry Night" in Weifang, Shandong, the immersive cultural scene experience block "Leshan Taste" in Leshan, Sichuan, and the immersive experience show "Floating Yao Reflecting the Moon" in Jingdezhen, Jiangxi ... These immersive projects not only promote the consumption of local cultural tourism, but also enhance the influence of the city to some extent.

In September, 20021,the Ministry of Commerce issued the Notice on Further Improving the Key Work of Promoting Consumption in the Current Business Field, proposing the development of new formats, new models and new scenarios to promote the healthy development of online consumption and brand quality consumption. Accordingly, under the prevention and control of normalized epidemic situation, it is necessary to improve consumer experience as an important part of industry development. Facing the revival of historical and cultural blocks, the activation of urban public space, the upgrading of scenic spots and industries, urban consumption and the activation of night economy, we will build a new online and offline collaborative mode of cultural tourism consumption.

Immersive experience is not a product of consumerism, but a carrier that conforms to the development of cultural tourism, and more popular, popular and popular information transmission should be completed. Zeng Weber said: "In the future, there will be more and more scenic spots dedicated to choosing technologies with relatively low cost but better immersion experience. For the cultural travel industry, the immersive experience is slowly applied on a large scale and the overall cost is reduced, which will create a harmonious and powerful environment and promote the progress of the entire cultural travel market. "