Drive high-quality development of culture and tourism industry through innovation
Source: Guangming Net
Author: Diao Jinuo (Vice Dean of the Institute of Cultural and Tourism Integration Innovation at Communication University of China, and a teacher at the School of Cultural Industry Management)
As a happiness industry that benefits people's livelihoods, the cultural and tourism industries have played an increasingly important role in promoting economic transformation and upgrading, expanding consumption, and meeting the new needs of the people for a better life in recent years. How to further shape tourism through culture and promote culture through tourism, and achieve deep integration and high-quality development of culture and tourism, is the current problem facing the development of the cultural and tourism industry.
Integrating elements to create diversified cultural and tourism consumption scenarios
Tourism is a bridge for spreading civilization, exchanging culture, and enhancing friendship, and an important indicator for improving people's living standards. Today, China's cultural and tourism market is developing rapidly, and cultural and tourism enterprises have launched diversified and personalized cultural and tourism products based on the preferences and needs of different consumer groups. Many new consumption scenarios have emerged, such as red tourism, rural tourism, study tours, "long-term tourism," "staggered tourism," "slow charging tourism," "county tours," and "micro vacations. At the same time, the overall service quality of various links such as tourism transportation, accommodation, catering, and scenic spots has also significantly improved, mainly reflected in greater intelligence and convenience.
Overall, the current cultural and tourism industry is showing a trend of diversified integration. The integration of commerce, culture, and tourism deeply integrates commerce, culture, and tourism. For example, some commercial districts create immersive live performance projects, with dazzling performances and a dazzling array of specialty products, creating a unique consumer entertainment complex. The integration of agriculture, culture, and tourism relies on the unique landscape, countryside, and folk customs of rural areas to create a multifunctional agricultural, cultural, and tourism complex that integrates rural experiences, folk customs, and food tasting, attracting urban residents to come and "check-in" for the experience. By integrating transportation, culture, and tourism, a number of tourism roads and scenic avenues with local characteristics will be built, allowing tourists to enjoy comfortable accommodation and dining services on the train while enjoying the beautiful scenery along the way. Some even arrange cultural and entertainment activities such as intangible cultural heritage exhibitions in the carriage, further enriching the travel experience of tourists. In addition, there are various cultural and tourism scenes that integrate elements such as "traveling with competitions" and "rushing to a city for a delicious food", with novel and rich forms.
Innovative forms, creating multi-level cultural and tourism consumption new experiences
One is to adapt to local conditions and tap into "scarce" local characteristic resources. Enhancing the recognizability of local cultural and tourism products with scarce resources can highlight local characteristics and avoid homogenization. In recent years, various regions have relied on unique resources to create distinctive cultural and tourism products. For example, some places leverage the advantages of beautiful mountains and rivers, focus on the needs of contemporary youth for sports and leisure, improve infrastructure, create starry sky camping bases, carry out outdoor sports such as lake cycling and rainbow running, and highlight the functions of health and entertainment; Some places have a long history of tea cultivation, so the focus is on "tea". Not only have they launched a series of experiential activities such as tea picking, tea making, and tea tasting, but they have also built tea museums to showcase local tea history and culture... These scarce resources in these places have ornamental and historical cultural value, providing tourists with unique tourism experiences.
The second is to ensure perfection and use "satisfaction" to test the infrastructure and public service capabilities. In recent years, the gradual improvement of transportation infrastructure in various regions has provided important support for the rapid development of the cultural and tourism industry. Many places have not only opened multiple direct expressways to scenic spots, shortening tourists' commuting time, but also added smart parking lots, where tourists can check parking spaces through mobile apps. Some places have set up multiple tourist service centers around popular scenic spots, providing tourists with tourism consultation and tour guide services, launching multilingual tourism guide signs, equipped with emergency equipment and professional medical staff, and increasing the number and quality of public toilets. These constantly improving infrastructure and public services have effectively enhanced the local tourism reception capacity and brought better tourism experiences to tourists.
The third is to provide diverse experiences and satisfy consumers' panoramic needs with "personalization". Currently, the tourism market has shifted from a "seller's" market to a "buyer's" market, with a greater focus on the supply of "emotional value". Understanding the characteristics, preferences, and consumption behavior of consumers is a prerequisite for developing marketable cultural tourism products and services. Tourism enterprises develop a diverse range of tourism products based on factors such as the age, gender, interests, and purchasing power of tourists. For example, in response to the pursuit of excitement and novelty among young people, we have launched adventure tourism, outdoor sports tourism, etc; To meet the needs of the elderly for comfort and cultural significance, we will develop cultural themed tourism routes, health tourism, etc. This customized product development approach fully reflects respect for the personalized needs of tourists. In addition, cultural and tourism products are no longer limited to sightseeing, but pay more attention to the comprehensive experience of consumers, integrating various elements such as leisure, entertainment, learning, and health preservation.
The fourth is technology leadership, empowering interactive scenarios of cultural and tourism products with a sense of "experience". The deep integration of digital technology and cultural tourism has brought new ways of presenting cultural and tourism products, becoming a new growth point for the cultural and tourism industry. The digital Dunhuang project launched by the the Mogao Grottoes of Dunhuang allows visitors to enjoy the beautiful murals and statues in the caves on the Internet through digital technology, while better protecting cultural relics; The Liangzhu Ancient City Ruins Park in Hangzhou, Zhejiang has introduced VR exhibition technology. After wearing VR devices, visitors can instantly immerse themselves in the "Liangzhu Ancient City" 5000 years ago, experiencing the construction process and sacrificial scenes of the ancient city firsthand, and deeply experiencing the charm of Liangzhu culture. In addition, big data technology is playing an increasingly important role in the marketing and management of cultural and tourism products. For example, through the analysis of tourist behavior data, scenic spots can not only understand the needs and preferences of tourists, but also accurately predict tourist traffic, arrange staff and resources reasonably, and improve the operational efficiency of scenic spots and tourist satisfaction.
The fifth is matrix promotion, which aims to promote the influence of high-quality tourism products through a "comprehensive" approach. On the one hand, various regions are competing to create a three-dimensional brand matrix for tourism, including destination brands, festival brands, corporate brands, product brands, food brands, and beauty brands, to comprehensively enhance the influence of boutique projects and strengthen brand promotion effects; On the other hand, many are also using new media platforms to promote cultural and tourism products, making local specialty products more well-known.
Continuously exploring and promoting high-quality development of the cultural and tourism industry
In the future, the cultural and tourism industries need to continuously integrate deeply to achieve high-quality development. Firstly, it is necessary to consider how to ensure the continuous growth of excellent traditional Chinese culture in cultural and tourism carriers, and create more high-quality cultural and tourism projects. Secondly, the integrated development of technology and the cultural and tourism industry will continue to promote the high-quality development of the cultural and tourism industry. Furthermore, rural leisure tourism will become an important link to promote the common development and prosperity of urban and rural areas. In addition, the development opportunities of the silver economy will also drive the development of the cultural and tourism industry, such as senior study tours, health and wellness tours, silver gathering tours, etc., which are expected to form new growth points in the cultural and tourism market. Finally, the planning of cultural and tourism consumption scenarios for the "nighttime economy" also needs to be explored in depth.
To achieve high-quality development of the cultural and tourism industries, efforts need to be made from multiple aspects:
Firstly, strengthen industry standardization and management. Local governments should strengthen supervision of the cultural and tourism market, improve management systems, establish sound market mechanisms, and regulate the business behavior of tourism enterprises. At the same time, we will strengthen the training of tourism practitioners, improve their service quality and professional competence, and provide better services for tourists.
Secondly, optimize the adaptation of market supply and demand. Tourism enterprises should increase the development and innovation of cultural and tourism products based on market demand, improve product quality, highlight product features, strengthen tourism infrastructure construction, enhance public service levels, and improve tourism reception capabilities.
Thirdly, increase efforts in technological innovation. Intensify the research and application of digital cultural and tourism technology, further enhance the intelligence and personalized service level of the cultural and tourism industry; Encourage cultural and tourism enterprises to cooperate with technology enterprises, with technology enterprises providing technical support and cultural and tourism enterprises providing application scenarios and market demand, to jointly promote the innovative development of the cultural and tourism industries.
Fourth, build a high-quality brand. Each region should deeply tap into its unique cultural and tourism resources, create locally recognizable and scarce cultural and tourism boutique brands, and use various methods such as new media channels and "film and television+cultural and tourism" to strengthen the promotion of local cultural and tourism brands.
The high-quality development of cultural and tourism industries is a systematic project that requires adhering to the principle of people-oriented, relying on the driving force of factor innovation, expanding diverse and integrated business formats, and achieving sustainable development. The government, enterprises, universities, and all sectors of society should work together to implement policy guidance, innovate development models, improve service quality, and jointly promote the new journey of high-quality development of the cultural and tourism industries through measures such as strengthening standardized management, optimizing supply and demand adaptation, continuously promoting scientific and technological innovation, and strengthening brand building.