Science and technology help cultural tourism ＂melt＂ into the future
In the era of intelligent internet, the integration of technology and cultural tourism is the general trend. The concept of "technology+cultural tourism" not only promotes new models and experiences, but also improves industrial efficiency, bringing tourists fresher, smarter and more interesting experiences and more intimate services.
On how to better integrate cultural tourism with science and technology, Beijing Jiamuqing and Yu Xiaojian, president of the Tourism Planning and Design Institute, shared their ideas from three aspects: cultural tourism+science and technology, cultural innovation+science and technology, and agricultural tourism+science and technology.
"Cultural Travel+Technology" to Create New Experience
With the intelligent upgrade of consumer electronic products, the rapid promotion of 5G, the speed of data connection is greatly accelerated, and technology has more scene applications, bringing new consumption experiences. Yu Xiaojian believes that with the landing of big data, cloud computing, artificial intelligence, Internet of Things, blockchain and other technologies, science and technology have become a new development engine of the cultural tourism industry, and the cultural tourism industry has entered a new stage of "culture as the soul, tourism as the carrier, and technology as the support". After the cultural tourism industry was hit by the epidemic, the traditional offline tourism experience has also changed. Online tourism, digital museums, online concerts, online reading, cloud exhibitions and other "non-contact" experiential cultural tourism projects have become a new choice for many tourists and a new hot spot in the market. With the deep integration of cultural tourism and technology, more and more formats and products have been innovated, and great potential has begun to be released.
According to Yu Xiaojian, Beijing Jiamuqinghe Tourism Planning and Design Institute has made clear the idea of the integration of cultural tourism and science and technology in the development plan of China Garden Museum, and put forward the combination of immersion, popular science and research, with the help of digital technology to create an immersive experience of classical garden smart travel in physical and non-physical information expression, and effectively guide and supplement offline garden attractions travel in the form of virtual scenic spots and online pavilions, thus making China Garden Museum the first online and offline smart garden in China.
Cloud Garden Experience of China Garden Museum
Yu Xiaojian analyzed that with the "new middle class" and the generation Z after "95" and "00" becoming the main force in the cultural tourism consumer market, product upgrading has become inevitable. After the epidemic, the tourism format should constantly meet the experiential demands of tourists, plug in the wings of science and technology, put on the colorful clothes of culture, and continue to stimulate new vitality and development momentum of tourism.
"Wenchuang+Technology" stimulates new vitality.
Xi ‘an, an ancient city in the Internet age, has become the birthplace of many "hot spots". Miss tumbler in the city that never sleeps in Tang Dynasty and Twelve o’clock in Chang ‘an are all popular short videos, among which the most popular block is "Tang Restaurant", which is a brand-new punching place to dig deep into Tang Wenhua, and has gathered a variety of Tang Dynasty gourmet cultural and creative products, including Tuan Fan Crisp, Guifei Thick Wine, Apricot Cheese Crisp, Fei Spicy Dumplings and Slurry. Take the theme ice cream of the same model in the city that never sleeps in Datang as an example. There are two styles of this ice cream, one in 28 yuan with the shape of the Big Wild Goose Pagoda and one in 25 yuan with the shape of a lady in the Tang Dynasty. The income of a small ice cream even exceeds the daily turnover of many scenic spots, and the exclusive cultural and creative products have become a new track and new growth pole of the cultural tourism industry.
In the Internet era, how can cultural creation and technology combine to achieve content breaking and inject strong impetus into the development of cultural tourism? Yu Xiaojian gave the key from three aspects: cultural empowerment, expression and case reference.
In the field of cultural creation, those who get IP win the world. Technology can help IP content mining, and innovate and develop cultural IP with personality, quality and connotation. Scenic spots can reach tourists through online "one-machine tour", and guide users to contribute knowledge and evaluation in interaction, so as to gather a large number of tourists’ first-hand information and understand tourists’ preferences for scenic spots more deeply, so as to mine high-value content combined with characteristic culture and present high-quality and temperature-sensitive IP cultural attributes.
In terms of forms of expression, we can digitally and systematically comb and activate cultural resources and turn them into experiential and consumable products. Then, with the help of Weibo, friends circle, short video and live broadcast, we can solve the marketing problems of product cognition, drainage transformation and fan consumption, and form a new ecology of scientific and technological cultural innovation industry of "platform+technology+content+publicity+sales".
Taking Shanghai Intangible Cultural Heritage Expo Park as an example, Shanghai’s huge intangible cultural heritage has not been revitalized. It should be built into an immersive intangible exhibition base and the first 5G intangible cultural heritage industrial park by relying on high-tech means such as 5G, VR/AR, high-definition LED display and multimedia boxes. It will create explosive intangible cultural heritage content and shape "Shanghai’s intangible cultural heritage feelings" through platformization, industrialization and digitalization. The non-legacy products in the existing non-legacy museums, museums and exhibition halls will be reproduced or dismantled in 360 degrees, so that tourists can reappear their historical memories in the virtual world in a virtual environment, and at the same time, relevant peripheral derivative products will be developed to realize "scale production" from an industrial perspective.
"Agricultural tourism+technology" activates new formats
The Opinions of the Central Committee of the Communist Party of China and the State Council on Implementing the Strategy of Rural Revitalization points out that by 2035, decisive progress will be made in rural revitalization and agricultural and rural modernization will be basically realized. At present, rural revitalization has achieved certain results in rural development and industrial upgrading, but there are still some problems in industrial integration, and it is urgent to find a correct development path.
Yu Xiaojian believes that the scientific and technological progress represented by the Internet, artificial intelligence and the Internet of Things, while effectively solving the pain points of current agricultural development, provides new kinetic energy for the integration of agricultural tourism industry. The modernization and intelligence of agriculture will become the general trend of agricultural development in the future. Taking the project of Shanghai Qingcun National Agricultural Science and Technology Port, which Kyoka Muqing and Tourism Planning and Design Institute participated in, as an example, this paper, in conjunction with Shanghai Shenlan Oriental Industrial Science and Technology Development Co., Ltd., carried out a brand-new industrial innovation exploration and project landing practice with the "integration of science and technology and agricultural tourism" as the breakthrough point, and innovatively put forward the development model of "NEST" (high network efficiency, low ecological carbon, industrial integration and technological innovation) to revitalize agriculture and transform tourism with science and technology. Through industrial construction, functional combination, and institutional innovation, we will give a solution to the integration of science and technology with agricultural tourism, promote the deep integration of traditional agriculture with emerging science and technology and cultural tourism, promote the structural reform of agricultural supply side, extend the agricultural industrial chain, upgrade the value chain, broaden the income chain, and form a new model for exploring the high-quality development of modern agriculture.
The infiltration and application of science and technology in the cultural tourism industry not only accelerates the integration between culture and tourism industry, but also brings important changes to the integration mode, path and mode. Under the background of expanding domestic demand as the strategic basis and building a new pattern of development in the "14th Five-Year Plan" with the domestic big cycle as the main body and the domestic and international double cycles promoting each other, relying on science and technology to empower cultural tourism, reconstruct the industrial system and form a new ecology, new business and new experience will help the cultural tourism industry to break through innovation in the new environment of high-quality development.
(Image from Beijing Jiamu Qinghe Tourism Planning and Design Institute)
managing editor: Ren Wen
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