Culture is the soul of tourism, and tourism is the carrier of culture.
In recent years, the tourism market structure has been further optimized, and the degree of integration with China's excellent culture has been deepened.
Various places use cultural and plastic tourism and tourism to promote literature, and continue to launch high-quality cultural and tourism integration products. Poetry and distance have come together to make new breakthroughs.
Quality and expansion of cultural and tourism consumption
In Xiaoyang Village, Sanshui Street, Jiangyan District, Taizhou City, the lanterns were decorated with colorful lanterns, red lanterns hung high on the branches, and the New Year goods were crowded with people. The faces of the villagers were filled with joy and happiness. Delicious food, feel the joy and harmony of the New Year of the Tiger in the countryside of Jiangsu.
Taizhou also gathers local famous and high-quality specialties into a "Hundred Villages Excellent Products" New Year's Collection, creating an all-round experience of "seeing, shopping, eating, and shopping" for tourists. The Xiahe characteristic intangible cultural heritage project tour allows people to understand the unique local culture.
"Jiangyan is the hometown of education, and the bridgehead is the hometown of the champion. The story of 'one school and five governors, three subjects and two champions' has been passed down to this day. The 'Zhuangyuan Gallery' of this event is also made according to our local culture." Xiaoyang Village staff introduction.
Cultural tourism consumption in many places is improving and expanding.
In December 2021, with dozens of golden lights rising into the sky, the "Kiss of Fireworks" immersive fireworks show in Wanzai Ancient City, Yichun City, Jiangxi Province kicked off.
Under the reflection of gorgeous fireworks, the unique Gan-style architecture interweaves a beautiful and moving picture.
"The daytime is 'white brick and gray tile horse head wall', and the night has beautiful music and dazzling fireworks show. Wanzai is my most romantic tourist destination this year." Tourist Ms. Lin said happily.
Combining its own unique history of making flames, Wanzai, under the promotion of the local government, hosted Jiangxi's "Hundred Counties and Hundred Days" cultural tourism consumption season as one of the branch venues, attracting many tourists to come to see the scenery of "Fireworks Ancient City" .
At the same time, the ancient city also introduced the ancestral halls and folk culture of many surnames in the ancient city to the people of the whole country in a lively and lively manner on the official Douyin account.
The combination of culture and tourism has obvious driving effect on tourism.
In Jiangxi alone, according to the "Monitoring Report on 100-Day Cultural and Tourism Consumption Season Activities in Hundred Counties in Jiangxi Province", the per capita tourism consumption expenditure in the fourth quarter of 2021 will increase to about 1,400 yuan, the proportion of "soft" consumption will increase, and the consumption structure will change. .
"Consumption model innovation is the current hot spot in my country's tourism industry. Because it conforms to the general background of consumption upgrading in this era, but also conforms to the current focus of cultural and tourism departments in various places. How to make high-quality cultural and creative tourism products that adapt to changes in consumer demand. It is also the focus of our cultural tourism consumption innovation in 2022 and even in the next few years." Zhang Tingting, director of the Tourism Communication Research Center of the School of Advertising, Communication University of China, told the author.
Dig deep into "local culture"
"With the continuous refinement and diversification of consumers' consumption demands, changes in supply have been forced, so good cultural and tourism products have gradually emerged." Wang Xiaoyu, a specially-appointed expert from the World Tourism Cities Federation, introduced.
Rooted in local cultural resources in many places, and deeply excavated "local culture".
Based on the famous sentence of Cao Zhi's "Luoshen Fu", "Flying Luoshen Dance", "Flying Luoshen Dance", the flying fairies and King Kong fighters dancing in front of the Lushena Buddha in Longmen Grottoes in Luoyang City, make people come to visit again and again. tourists feast their eyes.
Every frame of the exquisite production full of national cultural heritage has made Henan Province's tourism reputation soared.
"In 2021, the development of 'local culture' in Henan Province has reached a new level and height." Zhang Tingting commented, and throughout the country, the core of cultural and tourism integration breakthroughs is a large part of the "local culture". "development.
For example, in 2021, the urban blind box "to the east of the Forbidden City" will combine all entertainment projects with the culture of Dongcheng District by creating an offline interactive experience space such as the 'urban cultural IP meeting room'.
As a cultural province, Henan has done a good job in the integration of culture and tourism.
According to the introduction of the relevant staff of the Henan Provincial Department of Culture and Tourism, the 3rd Global Cultural Tourism Creators Conference has been held in Xingyang Fengle Cherry Blossom Garden, Zhumadian Xueya Mountain Scenic Spot, Dengfeng Zen Shaolin Music Ceremony, Yongcheng Mandang Mountain Scenic Spot and other scenic spots. , the total spread during the period exceeded 1.2 billion.
Constantly digging deep into the connotation of traditional culture, exploring traditional cultural expressions, and telling Chinese stories and Henan stories well, the "hometown Henan" new media matrix was rated as one of the excellent marketing cases of China's tourism influence in 2021.
"From the popularity of the derivative products of Henan Satellite TV's cultural and creative IP, it can be seen that the market recognition of high-quality cultural and tourism products has been continuously improved, and themed leisure vacations will become more and more popular among consumers." Wang Xiaoyu said.
The rapid integration of cultural tourism has also brought a variety of cultural and creative products, such as the Forbidden City Cultural and Creative, which is popular all over the country, and the unique Sanxingdui Cultural and Creative, which are the most powerful proofs.
"In recent years, we have greatly improved the creativity in the development of cultural and creative products. While focusing on the combination of 'national' and 'tide', we also attach great importance to the combination with other well-known traffic IPs. Therefore, many cultural and creative products cross-border Sex has been greatly improved." Zhang Tingting said.
"The Year of Leap" Seeking Innovation
"We have now entered the leap year of the integration of culture and tourism, and poetry and the distance have really come together." Zhang Tingting said with relief, if everyone was exploring how culture and tourism can truly be integrated, then I think 2021 There is a big breakthrough in this direction.
Regarding the supply of cultural and tourism products in the tourism market, Wang Xiaoyu analyzed: "Before, there has always been a mismatch between supply and demand in the tourism market, and high-quality supply is insufficient. There are nearly 30,000 scenic spots in stock in my country, and they are generally tourist-oriented and functional. There are many products and less leisure experience. The former accounts for more than 80%, and there are many functions, less experience, many beautiful scenery, and thin culture. In the past, many 'consumption return' was actually because consumers had no choice. In recent years After the market has settled, the structure of tourism products has been continuously optimized, and good products have gradually emerged."
As China's economic development enters the post-high-speed growth stage, my country's cultural tourism market will also face many challenges.
"Specifically, under the background of slowing social and economic growth, regional economic rebalancing, continuous improvement of public service levels, and stratification and refinement of mass refined consumption, my country's cultural tourism market innovation will also focus on domestic cultural tourism market consumption. Transformation and innovation should be carried out in terms of stratification, cultural IP scenario-based, consumer market sinking, stock asset transformation, traditional product digitization, etc. At the same time, entrepreneurial innovation, cultural inclusiveness, institutional support, talent system, financial system, etc. also need to be deepened simultaneously "Wang Xiaoyu said.