What will happen to the cultural tourism market in 2022 under the epidemic situation?

With the increasing demand of tourism market, various tourist towns and resorts are in full swing. How to create a tourist attraction with characteristics, successfully exporting culture and remembering points, and the integration of culture, tourism and technology can better break the rigidity of cultural tourism. Build a distinctive and sustainable tourist attraction.

Major listed companies in the cultural tourism market: At present, the listed companies in the domestic cultural tourism market mainly include Xi 'an Tourism (0006 10), Zhongxin Tourism (002707), Lijiang River (002033), Huangshan Tourism (600054) and Jiuhua Tourism (603 199).

The core data of this paper: the classification of cultural tourism elements, the road of cultural innovation in the Forbidden City, the immersive experience project in scenic spots, the case of the integration of Xi 'an short video and cultural tourism, and the prediction of entertainment scale under VR line.

1. Cultural elements are the key to the combination of literature and tourism.

Cultural elements can be an object, a story, a symbol, and there are no specific restrictions. As long as it is iconic, impressive, unique and irreplaceable, it can be regarded as a cultural element. The combination of this element and tourism endows tourism projects with vitality. While strengthening the export of tourism culture, it has greatly increased the ability of sustainable development of tourism.

Cultural elements can be roughly divided into three aspects: material, spirit and symbol.

2. Cultural and creative products highlight cultural characteristics.

Take products that combine cultural creativity with scenic features as a breakthrough to show cultural characteristics. Combine local cultural characteristics and customs to create independent cultural brands and more localized products. At the same time, it can be integrated into modern science and technology, improve the applicability of cultural products, and integrate into the daily life of consumers, which is more extensible and practical.

The transformation of the Forbidden City from a traditional cultural attraction to a "super network celebrity" is inseparable from the innovation of cultural and creative products. Before 20 13, the Forbidden City was still a well-behaved traditional tourist attraction. Tourists take pictures to see the architecture, and the museum's souvenir style also adheres to the original appearance of the cultural relics in the collection. Although the workmanship is exquisite and the degree of restoration is high, there is nothing new about the sameness.

In 20 13, the Forbidden City tried to launch the first APP "Yin Qi Beauty Map", and the download volume exceeded 200,000 in two weeks. Users can learn about the court life of Qing Dynasty from twelve portraits through this application. Subsequently, the Forbidden City launched Zhu Chao headphones and other peripheral hot-selling products, and the Forbidden City's cultural and creative products began to appear in front of the public with a novel attitude.

In 20 15, the cultural and creative products of the Forbidden City gave traditional Chinese characters an expression of expression packs, which was more suitable for the current living environment. Once the product was launched, it caused netizens to snap up on the Internet. . For example, commemorative notebooks, paper tape sets of Yunhe and Wen, and 3D post-it notes of the Forbidden City buildings make Wenchuang products both creative and practical.

Up to now, the Forbidden City Wenchuang has set up its own stores on Tmall, JD.COM and other platforms, and also set up a Wenchuang area in official website, where mobile games, cartoons, notebooks, umbrellas and other peripheral areas are launched one by one.

3. Innovate the experience form and deeply interpret the culture in various ways.

The way of immersive experience is widely adopted and popularized in many classics. By reconstructing the consumption scene, we can realize various tourism experiences and use technology to enhance the immersion of tourists. Around the theme, the park carries out emotional design, atmosphere design and activity design. To integrate diversified consumer profit formats and finally form a personalized consumption space.

Using the improvement of technology to increase the sense of experience is one of the preferred ways to increase the immersive experience in many scenic spots. By using emerging technologies such as VR and AR, visitors can have an immersive experience. Experience forms such as sensory creation, role modeling, real-life deduction and virtual scene reproduction increase consumer stickiness. At present, Mount Fuji, Disney, Forbidden City, Huaqing Palace and other scenic spots have set up immersive experience projects.

Another immersive experience is to form a huge theme park through architecture and scenery. And let tourists immerse themselves in the experience through the big environment. For example, the popular Gexian Village Resort in Jiangxi.

Gexian Village Resort, popular in Jiangxi, was completed and put into operation in 20 19. In less than a year, it has been ranked among the top three in Jiangxi tourism, mainly because the resort strives to create a brand-new immersive night tour experience. According to the cultural and historical background, the scenic spot takes the story of Ge Xianshan's practice as the cultural element, combines the cultural core and elements of Taoism, and combines the artistic conception of classical landscape painting to create a paradise far away from the noise of the world. Through the use of sound and light, water mist fire, holographic projection, laser and other technologies, the life scenes of visiting the fairy world, carrying lanterns in Hanfu and enjoying ancient festivals and celebrations are introduced.

4. Innovate the form of communication and enhance cultural awareness.

Use short video, live broadcast platform, Weibo, WeChat official account and other means to expand the communication boundary and expand the audience's communication scope. Affected by the epidemic in 2020, the traffic of short video platforms increased rapidly, which promoted the regional tourism industry through the transmission of cultural elements. At the same time, it also allows the public to participate in the secondary creation of cultural tourism content. Tik Tok Xi 'an's Datang City that Never Sleeps has always had a high click frequency and discussion heat. Many netizens go to online celebrities to punch in bowls of wine, brush cakes, miss tumbler and other attractions for experience.

The data shows that after the popularity of "Miss Tumbler", the tourist popularity of Xi 'an Datang City that never sleeps increased by 420.77% year-on-year. Tik Tok network celebrities have also been circled by Xi 'an's "bowling wine".

5. The future digital technology era will strengthen the cultural tourism experience.

Under the background of the accelerated development of digital technology era, the demand for personalized experience of tourists from all over the country has increased significantly. According to the global digital traveler survey, 44% of respondents of all ages said that augmented virtual reality technology is valuable to tourism. The VR offline market research report "Location-based Virtual Reality Industry Report" released by market analysis agency Greenlight Insights shows that the number of offline entertainment places in VR in the world increased to more than 13000 in 438+09 in 2065, and to more than 24500 in 2023.

In the future, the development of digital technology will reconstruct a variety of tourism scene experiences and enrich the tourism wisdom space of the whole scene from the aspects of eating, living, traveling, traveling, shopping and entertainment. Only by leading the development of cultural tourism industry with digital creativity, promoting business innovation with cutting-edge digital technology and enhancing consumers' tourism experience can we better promote the development of tourism+culture in the digital technology era.