Promoting the development of the cultural and tourism market with IP, how to create high-quality cultural and tourism IP in China?

(Economic Observation) Using IP to promote the development of the cultural and tourism market, how to build high-quality cultural and tourism IP in China?

　　China News Service, Beijing, July 5 (Reporter Liu Liang) In recent years, creating cultural tourism IP has become a development trend in China's cultural tourism market.

How to use IP to drive the development of China's cultural tourism market and create more high-quality IP is also the focus of the industry.

The "2021 China Cultural Tourism IP Industry Development Seminar" was held in Beijing a few days ago. People from all walks of life discussed the opportunities of China's cultural tourism IP market and explored new development paths.

Cultural tourism IP is what the times need

　　As the cultural and tourism industry shifts from high-speed growth to high-quality development, and shifts from a traffic economy to an IP-based economy, cultural and tourism experiences with IP attributes, more stories and emotional value-added have attracted more and more attention from tourists.

　　Li Zhongguang, vice president of China Tourism Research Institute, said that IP is an important part of the modern tourism industry system.

"Looking back at the development of contemporary tourism in the past decade or so, we can see that IP is reshaping the competitive landscape of tourism destinations. Looking forward to the modernization of the tourism industry in the future, IP will meet tourism consumption, implement culture, tourism integration, and shape new development patterns. Play a key role." He suggested that the tourism industry should actively use the IP development foundation, empower the industry and local tourism development, and serve the new consumption needs of tourists.

　　Cultural tourism IP is also inseparable from the refinement of culture.

Wu Xiaojie, deputy director of the Management Committee of Changzhou Taihu Bay Tourism Resort, believes that “the refinement and reconstruction of cultural attraction can make good ecology a desirable'poetry and distant place', and at the same time promote the enhancement and value of ecological resources. Dig further to better meet the high-quality needs of the people for a better life."

　　Li Jing, deputy general manager of Beijing Ruili Digital Technology Co., Ltd., believes: "Under the new development pattern, China's tourism market is showing a new face of development, and China's cultural tourism industry is ushering in new opportunities for transformation and transformation. IP has become a reshaping of China. An important starting point in the cultural tourism market."

　　"Currently, China's B2B tourism business continues to adopt more traditional methods such as roadshows, exhibitions, and face-to-face meetings. Inter-industry marketing needs to establish a complete system. Digitization can turn cultural and tourism resources in various regions into mobile kits." Longtu International's international cooperation William Ace Rowles, Director of Inbound Marketing, pointed out that in the face of the continuing impact of the global epidemic and the new situation of "internal circulation" in tourism, making full use of digital technology to reshape the cultural tourism industry and increase cultural tourism consumption will be the focus of attention.

Cultural and tourism integration requires IP thinking

　　Although the market's awareness of the value of cultural and tourism IP continues to increase, and the transformation continues to cross-border and optimize, however, the homogeneity of the cultural and tourism IP industry in various regions is still criticized and the quality is uneven.

How to innovate high-quality cultural tourism IP, reshape the social value of IP cultural tourism, and comprehensively build the continuous influence of IP cultural tourism has become the focus of industry attention and a problem that needs to be solved urgently.

　　Qin Xinchun, director of Beijing Radio and Television Kaku Children’s TV and chairman of Kaku Media, said: “The future of media integration will to a greater extent play the role of media credibility in the process of integrating, connecting and activating various elements of society. The way for the media to enhance the core competitiveness of the media is to use the cooperative thinking of complementary advantages, take advantage of and integrate the advantages of multi-media platforms, combine the credibility of the mass media with the energy of social resources, and explore the operation of IP+ all-media integration."

　　According to Zhao Gang, Manager of the Northern China Region of Tourism Malaysia, “The cultural and tourism IP itself is both a product and a marketing tool. It can quickly bring the two fields of culture and tourism and the two states closer together, and enter a cycle of virtuous symbiosis together. The difficulty lies in finding good content, Can stand the test of time. Good content is really fashionable."

　　Huang Lingzhi, Marketing Manager of the Austrian National Tourism Administration, puts forward: “Establishing a good IP image, digging into the story behind the scenic area, strengthening tourists’ IP perception, and forming long-term communication is an excellent IP. High-quality, exclusive content output is digital marketing. key."

　　"With the increasing integration of culture and tourism, the importance of content and IP is increasing. The mining of tourism resources also shows more and more attention to the combination of content and IP, and the integration of tourism + content and tourism + IP has also appeared. More and more segmentation trend." Aladdin Tourism Vice President Alina said.

　　Alina emphasized that tourism is no longer what it used to be. Today's tourism requires more in-depth exploration of content and the ultimate in experience, so that it is possible to capture the minds of tourists in the new stage of development.

"The integration of the tourism industry and IP will also need to be deeply integrated with the community economy in the future. By subdividing, connecting, and interacting with users, it will solve the pain points of low-frequency tourism travel, and change the current service methods that only focus on pre-tourism and during tourism. Before, during and after the trip, we can really get through and realize the ecological closed loop."

　　"The development of cultural tourism IP is not accomplished overnight. It requires a professional team to carry out systematic operation and maintenance. From cultural mining to IP marketing, from authorization links to supply chain construction, a complete system is required." Zhang, Vice President of Caesars Tourism Protactinium said, “Under the background of the current new development pattern, the domestic cultural tourism market needs more IP empowerment to accept the market test with a more attractive image.” (End)