[Which hurdles should be taken in the integration of cultural and tourism ⑤] Immersive cultural tourism is not just sound and light
Take the mining and transformation of cultural IP as the core
Read the tips
In recent years, many cultural units, scenic spots, etc. in many parts of the country have made attempts on immersive cultural tourism projects, and immersive cultural tourism has ushered in a period of rapid development.
However, while the concept of "immersion" is rapidly heating up, there are also problems such as inadequate application of related technologies, low product quality, and poor tourist experience.
Industry experts believe that the development of the immersive cultural tourism industry should take the mining, experience, and value conversion of cultural IP as the core, to prevent purely show technology, show sound and light, and ignore cultural connotation and value expression.
In addition, not all cultural tourist attractions have the conditions for immersive tours, and should not blindly follow the trend.
Only by making full use of the environmental and technical elements of the immersive business format to form high-quality content, can it produce long-term and sustainable commercial value.
"Immersive" is gradually becoming a hot word in the domestic cultural tourism industry.
Especially in recent years, immersive cultural tourism has ushered in a period of rapid development, showing a trend of diversified business formats, rich products, and active consumption.
Immersive cultural tourism relies on virtual reality, augmented reality, holographic projection, intelligent interaction and other technologies, combined with tourism cultural IP to create a space that combines virtual and reality, allowing people in it to interact with cultural works, and even participate in the creation of works, and experience the senses Shock and identification with thinking.
What is the actual development status of immersive cultural tourism?
Are there any issues worthy of attention?
The enthusiasm of the concept of "immersion" has provided a new direction for the development of the cultural and tourism industry, and has also triggered new thinking in the industry.
Immersive cultural tourism is popular
Zou Jing from Shanghai is a freelancer in the travel industry.
Since the concept of "immersion" has become popular in the domestic tourism industry, she has had more than 20 related experiences.
For Zou Jing, interactivity, storytelling, and artistic beauty are the most attractive elements of immersive cultural travel.
She also observed that immersive cultural tourism is becoming a new hot spot in Shanghai's tourism industry, such as integrating the concept of "immersive" into red tourism, etc. "As long as the product is of high quality, the audience is willing to'flight' to see it."
The reporter learned that many cultural units, scenic spots, etc. have tried immersive cultural tourism across the country.
Wuhan "Yellow Crane Tower at Night" creates an immersive story scene, and Gansu's immersive cultural tourism performance "Music Dunhuang" was once hard to find.
At the end of last year, 16 cultural tourism resource sites in Beijing were recognized as the city's first batch of cultural tourism experience bases to help popularize immersive cultural tourism.
Starting this year, Chengdu will also launch 100 new scenes each year, with a total of no less than 400 new scenes, to create new scenes of immersive experience tourism.
Immersive cultural tourism has become a new growth point in the industry, and it is inseparable from the support of policies.
In August 2019, the General Office of the State Council issued the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption" and proposed that a new generation of immersive experience-based culture and tourism consumption content based on 5G, augmented reality, virtual reality and other technologies should be developed.
In November last year, the Ministry of Culture and Tourism issued the "Opinions on Promoting the High-quality Development of the Digital Cultural Industry", emphasizing the development of immersive business formats, promoting the transplantation of existing cultural content to immersive content, and enriching virtual experience content.
Liu Bing, secretary general of the National Cultural Science and Technology Innovation Service Alliance, said that immersive industry is a new economic format. Domestic immersive technology and industry are developing rapidly. At present, more than 30 immersive new formats and products have emerged, which almost cover the emerging consumption of cultural tourism. All of the fields in China represent an important direction for the development of the domestic experience economy and the upgrading of cultural consumption in the future.
Should not blindly follow suit
Immersive cultural tourism has become the “new favorite” of the industry, which is expected to bring more opportunities for the deep integration of the cultural tourism industry.
However, behind the rapid rise of the concept of "immersion", it is not uncommon for tourists to experience poor experience due to the inadequate application of related technologies.
Luo Li, a junior from Guangzhou, felt deeply about this.
Luo Li once experienced art immersion exhibition in a large museum.
"The ticket for the exhibition is more than 100 yuan. I didn't bring my student ID at the time and bought it with my teeth." Luo Li complained that the visual effect of the exhibition was not good, and the exhibition's handling of viewing routes, audio-visual interaction, and sound and light coordination was also considered. Not professional, "Speaking of a holographic panorama, you can't even talk about naked-eye 3D, and there is no feeling of immersive experience at all."
"Currently, immersive tourism has misunderstandings such as over-reliance on technology, pursuit of special effects, and the use of three-dimensional enveloping sensory bombardment on the experiencer. What is more noteworthy is that many immersive cultural tourism projects ignore content elements and delegate the heavy responsibility of creation to non-professional People, leading to low product quality, and even distorting, falsifying and vulgarizing cultural heritage." Chang Zhigang, a professor at the Center for Advanced Visual Arts Innovation of the Central Academy of Fine Arts, said that only by making full use of the environmental elements and technical elements of immersive formats to form high-quality The content can produce long-term and sustainable commercial value.
In addition to the immature application of technology and the neglect of content elements, there may also be problems such as over-development in the creation of immersive cultural travel products.
Previously, the Badaling Ancient Great Wall immersive real-life heritage tour project was not approved because the relevant departments believed that the project had a certain negative impact on the overall landscape of the Great Wall.
Experts in the industry believe that not all cultural and tourist attractions have the conditions for immersive tours. If the construction of related facilities of the project affects the safety of cultural relics and destroys the historical landscape, the gains outweigh the gains and should not blindly follow the trend.
The core is the mining and transformation of cultural IP
With the innovation of technology and content, the presentation of immersive cultural tourism has become more abundant, and the application of the concept of "immersive" in the cultural tourism industry chain has also been continuously extended.
Nowadays, games such as escape room and script kill, which are popular among young people, are providing new ideas for the innovative development of immersive cultural travel.
"The scenic spot has high-quality IP resources, but it is facing problems such as insufficient attractiveness to young people; the secret room industry has excellent immersive product operation planning capabilities, but the current industry development competition is fierce, and the competition for IP resources by businesses is particularly fierce." Li Si, the head of an escape room studio in Chengdu, said, “The combination of secret rooms and cultural tourism is a new attempt, and it may be a win-win situation.” Currently, Li Si is actively seeking cooperation with local cultural tourism organizations.
The integration of immersive experience and cultural tourism industry is not only reflected in "entertainment", but also includes immersive eating, immersive housing, immersive shopping, etc., involving the entire product chain of tourism projects.
Under this circumstance, promoting the healthy and sustainable development of the immersive cultural tourism industry has become an important issue.
Liu Bing believes that the development of immersive industries should take the mining, experience and value transformation of cultural IP as the core, so as to prevent pure technology, sound and photoelectricity from neglecting cultural connotation and value.
Experts also suggested that in order to ensure the healthy development of the immersive cultural tourism industry, the competent government departments need to formulate corresponding guidelines, make corresponding regulations in terms of ideological orientation, creative content, approval supervision, model innovation, etc., and launch high-level experience projects. Avoid follow-up hype and low-level repetitive development.
Reporter: Zhu Xin