With the help of new technologies such as 5G and VR, you can have "poetry and distance" without leaving home

Enjoying a home tour on the "Cloud" (consumption window · approaching new online consumption ③)

　　In response to the impact of the epidemic, many scenic spots in China actively embraced "cloud tourism". Turn on your mobile phone or computer, and with the help of new technologies such as 5G and VR, people can easily experience "immersive" viewing without having "poems and distance" without leaving home. Not only that, many scenic spots also rely on "cloud tourism" to explore new service formats, and press the "fast forward button" for transformation and upgrading.

　　● Shao Mingxiao, an employee of a company in Beijing——

　　"Cloud Tourism" brings a new experience

　　"I watched the live broadcast of the Confucius Museum online not long ago, which was wonderful and memorable." Shao Mingxiao, an employee of an Internet company in Haidian District, Beijing, planned to take his children to travel to Qufu, Shandong to experience Confucian culture before the Spring Festival. Recently, through a live webcast platform, he took his children to participate in the "Yunyou Confucius Museum" activity, and enjoyed more than 270,000 netizens to enjoy national treasures and culture.

　　"The live broadcast event is very rich: it not only introduces the basic display in the venue, but also explains the cultural story behind the exhibits, which is wonderful." Shao Mingxiao said, Kong Weiliang, the 78th generation descendant of Confucius, was the interpreter of this live broadcast event. Under the leadership of the author, he introduced Confucius ’s life, thoughts and influence on politics and education through six modules. interest."

　　During the epidemic prevention and control, the tourism market once pressed the "pause button". However, the need for people to enjoy the beauty and culture has not disappeared. In order to better meet the market demand, with the help of new technologies such as 5G and VR, major online travel platforms and scenic spots have started "cloud recovery" and launched "cloud travel".

　　At the beginning of March, the live broadcast platform Douyu launched "You Yunnan", and simultaneously launched live broadcasts of Lijiang Jade Dragon Snow Mountain, Baoshan Longjiang Bridge, Ice and Snow World, Lijiang Blue Moon Valley Lake, Dali Three Pagoda Park, etc. Humanity. In mid-to-late March, Betta joined hands with Wuhan University to create a "Cloud Appreciation Cherry Blossom" live broadcast, allowing netizens to admire the beautiful scenery of cherry blossoms. Statistics show that within half an hour of the live cherry blossom viewing event, the number of viewers in the Betta live broadcast room rose rapidly.

　　The Meituan platform also launched the topic of "Zhaijiayun Tourism". On the Meituan Tickets Channel, click the "Free Cloud Guide" button to enter the topic, you can get free online language guides of major scenic spots: you can enjoy the piano instruments of the Kagura Department in Beijing Tiantan Park, and the red wall and green of the Zhai Palace Tile, or go to Shanghai Disney Resort for a fantasy fairy tale tour, and listen to the story behind the agate cup with gold beast head while listening to the Shaanxi History Museum. Among them, cultural museums and theme parks are the most popular among users, especially primary and middle school students.

　　On April 13, the Ministry of Culture and Tourism and the National Health and Health Commission jointly issued the "Notice on Doing a Good Job in Prevention and Control of Outbreaks in Tourist Scenic Spots and Safe and Orderly Opening", emphasizing that tourist scenic spots must adhere to prevention and control first and implement limited opening. Shao Mingxiao believes that "cloud tourism" is a useful attempt for the orderly resumption of the cultural and tourism industry, which can effectively alleviate the pressure of offline reception in scenic spots and reduce the risk of personnel gathering.

　　"As long as it is carefully organized," cloud tourism "can meet people's needs well." Shao Mingxiao said that through "cloud live broadcast", people can not only visit the house at home, but also follow the senior instructors to understand the cultural relics in depth Cultural connotation, to feel the "moving" cultural relics, to taste the "live" culture, "this experience is very meaningful."

　　● Chen Gang, co-founder of Ma Honeycomb Tourism——

　　Expand service formats and innovate profitable methods

　　"Cloud tourism" is on fire. Although it attracts many tourists, it also attracts some discussion about long-term development. Some people think that there are significant differences between the characteristics of "cloud tourism" and traditional tourism, so that they cannot bring income from the accommodation and catering to the scenic area. But in fact, some scenic spots are actively relying on "cloud tourism" to expand service formats and innovate profitable methods.

　　On March 27, the Metropolitan Museum of Art, Hanjing Emperor Yangling Museum, Hainan Provincial Museum, and the Western Han Dynasty Nanyuewang Museum started live broadcasting on the Pinduoduo platform and launched nearly 1,000 kinds of museum-specific cultural and creative products. Through the live broadcast event, the audience can order cultural and creative products such as ceramic pony pendants while listening to the Han Dynasty Emperor Yangling Museum telling the history of the Han Dynasty.

　　Chen Gang, co-founder of Ma Honeycomb, believes that when the scale of offline tourism is temporarily tightened due to the epidemic, the creation and operation of online content in the tourism industry is particularly important, which is why live broadcast "cloud tourism" quickly enters the industry. If you want to truly transform "cloud tourism" into landing operating income, you must first establish a long-term communication mechanism with consumers online to maintain the activeness of scenic spots in consumers' hearts through live broadcast or other interactive methods. The live broadcast "cloud travel" has a strong interactivity and a sense of experience, allowing users to fully experience the scenery and culture of the destination, which can better achieve this goal. On this basis, you may wish to use live broadcast to promote marketing.

　　There are not a few museums that use "cloud tourism" to open sales channels for cultural and creative products. Not long ago, the Suzhou Museum conducted two live broadcasts on the Taobao live broadcast platform, the first attracted 250,000 people to watch, and the second attracted 330,000 people to watch. "The audience of the second live broadcast increased by 32% compared to the first live broadcast. The two live broadcasts attracted a total of 580,000 people." The relevant person in charge of the Suzhou Museum introduced that the number of viewers for the two events was equivalent to the previous three months. Visits. After the live broadcast online, the total sales volume of the cultural and creative products Taobao's treasures, Taobang's dream badges, and Tang Yin creative tea bags in Taobao stores exceeded 1,000. The revenue of these three cultural and creative products is estimated to be more than 20,000 yuan. .

　　"Museum live broadcast activities promote the sales of cultural and creative products, which not only encourages designers, but also increases the income of scenic spots. It may become a new sales model for cultural and creative products in the future." The relevant person in charge of the cultural and creative industry in Pinduoduo said that since this year, Sales of cultural and creative products on the platform increased by 233% year-on-year.

　　Chen Gang believes that for the operators of all links in the upstream and downstream of the industrial chain, "cloud tourism" has become an important tourism marketing scenario during the epidemic prevention and control period. For example, some homestays have a good location. From sunrise to sunset, every time period is very beautiful. Through the live broadcast of the bed and breakfast operators, you can see the beauty of different time periods and local special meals, increasing the attraction of the scenic spot to tourists, thereby effectively driving the long-term income of scenic spots.

　　On April 21, the living platform "Xiaohongshu" and the homestay apartment management system "order is coming" reached a cooperation. The first batch of more than 200 homestay brands settled in "Xiaohongshu". In the future, more than 1,000 boutique homestays will settle in, and Open the direct booking function. After people visit the scenic spots online on the "Little Red Book" and learn about the homestay, if they are interested, they can complete the booking directly. A more convenient experience is expected to bring more bookings.

　　● Wang Xiaoyu, expert of World Tourism Cities Federation——

　　Attach importance to integrated development and continue to optimize and perfect

　　"Cloud tourism" is hot, but it also requires cold thinking. "Cloud Travel" is not just to post or enjoy a picture or video online, but to listen to professional explanations in the video or live broadcast through the user's real-time interaction with the "distance", so as to obtain your own free travel or follow up offline It ’s hard to learn stories during group tours, or experience fun projects that you dare not experience offline, so that you can really get popular.

　　"'Cloud tourism' is by no means a single product, but a combination of online and offline products." Wang Xiaoyu, an expert from the World Tourism Cities Federation, believes that "cloud tourism" can break through the traditions of weather and venues on the one hand Restrictions on tourism activities bring new experiences and understandings to tourists; on the other hand, "cloud tourism" can provide tourism suppliers with better marketing channels and service bases, from itinerary previews before tours and enhanced experiences during tours Review the itinerary after the tour and improve every detail of the tourist service in an all-round way.

　　Wang Xiaoyu suggested that "cloud tourism" should remain differentiated and value cross-border integration and innovation. If only the offline resources are fully copied to the online, in the absence of product or technological innovation, "cloud tourism" is likely to become a channelized product, and then lose its own value.

　　For example, in general outdoor research education, participating students often cannot reach the core areas of some nature reserves. However, the use of "cloud tourism" virtual reality technology can not only simulate the core area, but also project animals into the simulation range, making the research journey more vivid and interesting.

　　With the development of new technologies such as 5G and VR, "Cloud Tourism" already has a relatively good technical foundation. In the future, we will continue to increase the in-depth application of AR, VR, AI, big data and other technologies in cultural tourism scenic spots, and jointly enhance the experience of "cloud tourism" in terms of immersion, substitution, and convenience.

　　"Cloud tourism" is an important breakthrough in deepening supply-side structural reforms in the tourism field and promoting high-quality development. In the future, we should focus on improving the experience of "cloud tourism" with technology, enhancing the appeal of "cloud tourism" with culture, improving the quality of "cloud tourism" with content, and amplifying the effect of "cloud tourism" with models, thereby further expanding the development of "cloud tourism" Space, promote the innovation of tourism format and optimization of industrial structure, while forming new momentum for the development of cultural tourism industry, and better enhance the tourist experience.

　　Wang Ke