Tourism industry innovates products, enhances experience and strives for quality

　　Digitization makes beautiful scenery "live" (Online China)

　　Our reporter Peng Xunwen

　　Virtual reality technology allows tourists to "touch" the history of the ancient city of Pingyao, Shanxi, high-tech light and shadow technology makes the Yellow Crane Tower, a thousand-year-old building "live", and "digital technology + lantern art" makes Shanghai Yuyuan Lantern Festival an aesthetic wonder full of exotic flowers and plants. Environment...Digital technology is continuously applied in the tourism industry, novel digital tourism experience projects appear one after another, and cultural and natural heritage are presented to tourists in a more diverse, three-dimensional and vivid form.

Experts believe that promoting the deep integration of the digital economy and the tourism industry and promoting the digital transformation of the tourism industry will provide more space for accelerating the development of tourism industrialization.

　　Immersive creativity attracts tourists

　　"When I visited the Longmen Grottoes Scenic Spot in Luoyang, Henan Province, I didn't expect to be amazed by the immersive experience hall in the scenic spot." Recently, tourist Xiaoxiao shared a video on social media, which attracted many likes from netizens and said "I want to go". .

In the video, Yuyue Longmen, excavation of grottoes, Luoyang, the capital of God, flying peonies... These cultural symbols of Longmen are presented one by one through holographic sky screen technology, allowing the audience to experience the culture of Longmen Grottoes immersively in the cool high-tech light and shadow show.

　　Immersive experience has become a hot word in the cultural travel industry in recent years.

Industry insiders believe that the immersive experience integrates new media art, installation art, digital imaging, special effects, lighting equipment technology, etc., fully covers the audience's perspective, interacts with the audience through the interactive sensing system, and immerses the audience in an interesting and dreamlike experience. middle.

In addition to the "Supreme Dragon Gate" experience hall in Luoyang, Henan, the light and shadow show "Yellow Crane Tower at Night" in Wuhan, Hubei has also successfully "out of the circle" by creating an immersive story scene; Digital performing arts show the ancient charm of Dunhuang's history and culture.

　　The "14th Five-Year" Culture and Tourism Development Plan issued by the Ministry of Culture and Tourism proposes to develop a new generation of immersive experiential culture and tourism consumption content based on 5G, ultra-high definition, augmented reality, virtual reality, artificial intelligence and other technologies.

　　Wei Xiang, a professor at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, believes that the current domestic cultural tourism consumption is showing a younger and international trend, and the aesthetic level and product quality requirements are constantly improving.

As an innovative way, immersive cultural tourism has outstanding advantages in terms of experience, interactivity and scene sense. In the future, more attention needs to be paid to creating good scenes and good content.

　　Scenic cultural relics are more "dynamic"

　　"Oh, it's flying so high!" Tourist Zhao Yan wore virtual reality glasses and tightly held her companion's hand.

Outside the glass roof above her head, a drone has "carried" her far away, overlooking the beautiful city wall of Xi'an from the air.

When visiting Xi'an, many tourists will climb the historic Xi'an City Wall.

In order to allow tourists to better appreciate the beautiful scenery of the city wall, the scenic spot has recently launched the "Aerial View of the Ancient City" project, which is welcomed by tourists.

With the help of 5G technology, the project remotely controls the drone through the cloud platform, realizes real-time high-definition image transmission, creates a three-dimensional scenic spot tour mode, and enables tourists to realize their desire to visit the ancient city in the air.

　　Digital technology has provided new impetus for the protection of cultural relics and the inheritance of cultural heritage.

In the Palace Museum's "'Patterns' Conveying the Way-Tencent Immersive Digital Experience Exhibition in the Palace Museum", the audience can watch naked-eye 3D "digital cultural relics" as high as 5.3 meters in a 14-meter-high oval space.

The team used digital technologies such as 3D visualization, artificial intelligence, somatosensory recognition, and virtual reality to finally present the effect of "disgusting the real".

　　Netizens only need to click the mouse or swipe the mobile phone screen to see the charm of the cultural relics of Mogao Grottoes in Dunhuang.

The ongoing "Digital Dunhuang" project, through computer technology and image digital technology, has formed a large number of digital resources such as digital photography collection, three-dimensional reconstruction of caves, and panoramic roaming of caves.

　　Experts believe that many scenic spots in China have a large number of cultural relics, and digitization is an effective means of "moving" cultural relics.

The permanence, reproducibility, immediacy and efficiency of digital technology overcome the constraints of long-distance transportation, close-up appreciation, and unbalanced resource distribution of cultural relics in scenic spots, and provide a greater space for the activation and utilization of cultural relics.

　　"Travel first, pay later" guarantees quality

　　"Visit Huangshan first, and then pay after the tour. This kind of travel experience is very good." Ms. Wang from Shanghai is planning to travel to Huangshan Scenic Area in Anhui recently. Consider more issues beforehand.

Introduced by a friend, she pre-booked tickets, ropeway tickets, and staying in a hotel on the "Travel before paying" page of a payment platform applet, and rented a car without a deposit.

She found that tourists can also rent travel items such as tents, drones and selfie sticks free of deposit.

Ms. Wang said: "There is no need to pay after the order is placed. After the trip is over, the payment will be automatically deducted within a certain time limit. If it is not used, no payment will be made, which makes the entire itinerary more flexible."

　　The six elements of tourism - "food, lodging, travel, shopping and entertainment", each of which is related to the travel experience.

Digital technology has changed traditional tourism elements, and made market segmentation and marketing more precise.

In Suzhou, Jiangsu, after logging in to the one-stop cultural tourism platform "Jundaosuzhou", tourists can easily obtain information services related to the six elements of tourism, and at the same time enjoy Suzhou's "weather", "public toilet", "bus", "parking space" and so on. services such as “traffic travel” and “venue booking”.

The platform also provides a fast complaint service to efficiently solve the problems encountered by tourists.

　　Wei Xiang believes that the traditional tourism service industry is a labor-intensive industry. With the entry of digital technology, the contribution rate of tourism to employment, productivity and economic growth has increased significantly.

However, digital technology cannot replace the experience of tourists in the real scene, but is only a powerful supplement.

He suggested to further promote the application and popularization of digital technology in the tourism field, continue to promote the development of smart tourism, and promote the digital, networked and intelligent development of the tourism industry.

(People's Daily Overseas Edition)