"Cultural tourism has always been a very 'tossing' industry. You will find that any technology can be combined with cultural tourism." At the 2022 Shanghai International Consumer Electronics Technology Exhibition, Beijing Hetu United Innovation Technology Co., Ltd. Industrial Ecological Culture, Business and Tourism Director Spencer told reporters.
Since the beginning of 2022, the latest embrace of the cultural travel industry is the Metaverse.
The reporter saw that at the 2022 Shanghai International Consumer Electronics Technology Exhibition, many companies including Meta, Hetu Technology, Shiji Technology, and Alibaba exhibited Metaverse-related cultural and tourism products. "According to the original appearance of the Sanxingdui ruins, a 1:1 restoration was carried out, and Shiji Technology displayed the Metaverse digital attraction "Mita City" based on the old workshop in Shanghai in 1933.
According to Shibosi, in terms of quantity, more than 100 museums and enterprises have cooperated to develop metaverse-related products.
In terms of scenic spots, well-known domestic tourist attractions such as Dunhuang Mogao Grottoes are actively seeking cooperation with technology companies.
In addition, through the public bidding data, the reporter learned that in the third quarter of 2022, Guangxi Travel Development One-Key Tour Digital Cultural Tourism Industry Co., Ltd., Jinan Mingfu City Cultural Tourism Investment Holdings Co., Ltd., Nanyang Baihe Shuishang Yuanyu Tourism Development Co., Ltd. The company, Dunhuang Gongyang Cultural and Creative Co., Ltd. and other enterprises bid for projects with a total amount of more than 1 million.
Why does Wenlv regard Metaverse as its new favourite?
Shibosi told reporters that the value of the cultural tourism industry joining hands with Metaverse, AR, VR and other technologies can be understood from three dimensions.
That is, experience, fission and value-added.
"Cultural tourism is a large consumer industry, and its core is To C (customer-oriented), so user experience is very important. On this basis, it is dissemination and fission. Scenic spots hope to spread the scenery to more people, and what museums hope to spread is Culture, if a product can help the enterprise to achieve dissemination and fission, then the product is half the success." He said.
Whether it is experience or fission, it all falls on value-added in the end, that is, either increasing passenger flow or increasing business revenue.
The reason why the relevant technologies of the Metaverse are favored by the cultural travel industry is precisely because they can satisfy all the above-mentioned value elements.
"To be honest, these digital products are not very helpful to increase customer traffic. Most companies hope to generate income by increasing business revenue." Shibosi said.
He made a calculation. At present, some museums in China use AR glasses as the digital entrance to the metaverse world. According to the data he learned, some museums use the rental revenue model for the AR glasses, and the rental fee is 50- The price ranges from 100 yuan, and the average daily use rate of each pair of glasses is about 5 times.
Cheng Xiaoyu, partner of Beijing Shiji Technology Culture Co., Ltd., introduced a case.
During the product operation process, they found that a user had repeatedly purchased tickets for their metaverse attractions four times.
"The ticket price is 498-598 yuan, which is not cheap, so we will wonder what attracts users to buy repeatedly?"
After understanding the situation with the consumer, they found that the consumer bound a part of their life to the metaverse world related to the attraction.
“The client would bring her best friend to the metaverse world of this scene when she was broken in love, and asked if we could arrange some customized scenes to make her happier. So this created an emotional connection .” Cheng Xiaoyu said that the user’s feedback gave them a lot of inspiration.
Although the current cultural and tourism industry is embracing the new technology of Metaverse in order to achieve new value-added value, some practitioners told reporters that the current procurement of digital products related to Metaverse by domestic cultural and tourism-related companies is mostly a "one-shot deal", that is, There are quite a few companies that spend money to purchase Metaverse products, but not many companies can consider the post-production operation and maintenance and iterative updates of products while purchasing.
In this regard, the reporter learned from Shibosi that although there are currently many companies with related development technologies in the metaverse, there are relatively few companies that can provide technical support and long-term operation services at the same time.
On the other hand, the reporter learned that the emergence of the "one-shot deal" is also due to the relatively new concept of metaverse, and most cultural and tourism companies did not think clearly about whether to make long-term plans when purchasing.
If the cultural tourism enterprise is just to test the water technology and "play a gimmick", its project investment budget is about 1 million yuan.
And if an enterprise hopes to achieve long-term revenue through digital products such as Metaverse, VR, and AR, then the investment budget spent on technology will undoubtedly be more.
"Generally speaking, we hope to sign a 3-5-year contract with users. During this period, even if we cannot provide operation and maintenance services ourselves, we will look for partners to provide services or teach enterprise-related operation and maintenance. Technology," Sprouse said.
He told reporters that at present, government units are beginning to require enterprises to provide certain post-operation and maintenance services when purchasing.