After class on Friday, I immediately went to catch the train, and after landing, I experienced the nightlife of Changsha at Wuyi Square and Huangxing Pedestrian Street. On Saturdays, climb Yuelu Mountain and stroll through Hunan University during the day, and party with tens of thousands of people at the music festival in Orange Island in the evening. Take a good nap on Sunday and go back to school.
This is Hu Jiawei, a post-00s student at Wuhan University, on a weekend outing. Because his favorite Orange Sea Band participated in a music festival in Changsha, Hu Jiawei took advantage of the weekend to go to Changsha with his classmates, and by the way, he walked around this long-desired city.
"Making the festival part of the tour itinerary is even more memorable." Hu Jiawei told the author that for college students, a busy week, going to a music festival with friends on the weekend, can very release the inner pressure. "Before I went, I also watched a lot of travel videos related to social platforms!"
Post-00s prefer "interest-oriented" travel
In the past, people mostly traveled to Jilin to admire the snow-covered Changbai Mountain, cross Tibet to see the Potala Palace closest to the sky, see the colorful wonderland in Jiuzhaigou, Sichuan, and experience the magic of nature in Zhangjiajie, Hunan Province... In recent years, seeing traditional scenic spots and "going to distant places" is not only the only proposition for young people to go out. In addition to music festivals, esports competitions, dramas, museum exhibitions, art exhibitions, and even a city-exclusive script kill can be the driving force of travel.
According to a small survey launched by the official Weibo of China Youth Daily, 54% of the respondents traveled to a city because of its cityscape or landmark attractions, which was close to the number of people who traveled to a city for food, music festivals, art exhibitions, etc. Among the latter, the proportion of post-00s is significantly higher than that of post-90s. Among the respondents who chose to travel due to city-limited script killing, escape room, etc., more than seventy percent were post-00s; More than half of the people who choose music festivals and concerts are post-00s. Guided by hobbies, the travel style of contemporary young people is becoming more and more diverse.
"Driven by hobbies, diversified travel gameplay has emerged, reflecting the characteristics of young people who are more focused, more segmented, and more return to the essence of leisure consumption." Li Xinjian, professor of Beijing Second Foreign Chinese College and executive director of the Capital Institute of Culture and Tourism Development, believes that in the past, many travels, whether on the supply side or the demand side, were to take attractions as direct consumption objects, but in fact, the real consumption object, that is, the real product should be people's play in this scenic spot, the same scenic spot can have different ways of playing.
"This is true for a scenic area, and it is true for a city. Not only scenic spots are consumption objects, but also exhibitions, concerts, and food in the city can become consumption objects, which are actually 'urban play'. The game is the product that is really to be consumed, and it is also the product that should really be launched. Li Xinjian said that as large as a tourist destination and as small as a scenic spot, I am afraid that they will have to slowly adapt to the development trend of "gameplay is content, players are productivity". In this process, whoever adapts quickly will develop quickly and transform and upgrade quickly.
"Cultural Museum Tour" is unprecedentedly popular among college students
This year, "Cultural Museum Tour" has become unprecedentedly popular among college students, whether it is the promotion of highly distinctive curated pictures on social platforms, or the forwarding and sharing of exquisite creative cultural and creative products in private spaces such as Moments and QQ Space, which can greatly improve the appeal to young people in a short period of time. Huang Xiya, who just returned to Tianjin from watching the Dunhuang Art Exhibition in Beijing, told the author, "Recently, many students around me have gone to a city because they want to experience this type of cultural and artistic exhibition, and they will also feel the temperament of the city in the process of playing, and they will recommend it to us when they come back!" ”
Each city has its own atmosphere and charm, and how to make the unique history and cultural connotation spread more widely is the key. The "Proud Bone and Fragrance" Shuangmei Exhibition has brought the western scenic spot of Beijing's Summer Palace, with an average daily visitor volume of 1,<>, and foreign tourists will not only take photos and check in, but also visit the capital and feel the rich traditional Chinese cultural atmosphere; The Taihuwan Music Festival, which has been held for five sessions, has quickly attracted a lot of attention from Changzhou, Jiangsu, which was originally not well-known, and the music festival brand has become an urban IP, constantly attracting young people who love music; The annual Wuzhen Theater Festival allows the whole country and even the world to hear about this historical and cultural ancient town with rich cultural heritage, and countless theater enthusiasts come here to immerse themselves in the artistic atmosphere.
Today, a variety of activities have ignited the enthusiasm of the city, and the arrival of young people has created a "golden business card" for them and the development of all walks of life, including tourism. "For urban tourism and surrounding industries, diversified play is actually to increase the integration of more urban supply factors and industry resources into the process of 'tourism +', and through the tandem ability of tourism flow, more industries can enter the tourism consumption cycle across borders." Li Xinjian said that this also means that not every city must have tourism resources to attract tourists and develop a tourism economy, as long as the city can find tourism resources to attract consumers, especially young consumers, it can find its own opportunities in the mighty tide of tourism consumption.
Li Xinjian believes that more and more cities and destinations will realize that in the process of developing the tourism economy, the concept of resource endowment must also be iteratively updated, and sticking to the traditional concept of tourism resources will make them lose the development opportunity of innovation and change. Innovation is not necessarily made out of nothing, innovation can also be a new combination of old elements, any city has the opportunity to seek new breakthroughs through reorganizing resources and innovating gameplay.
Diversified gameplay gives birth to new social travel
Cai Qi, a journalism undergraduate, set off from Baoding a few days ago to Jinan to watch the dance drama "Dream of Red Mansions". She usually likes to listen to concerts and watch stage plays, and often follows different performances to "go south and north". "I like watching dramas and traveling, and if I can go to a city I haven't been to to watch dramas and travel by the way, it will really make people look forward to it and be happy!"
On a Friday in May 2021, Cai Qi went from Baoding to Xi'an alone to meet with old and new friends in order to chase the drama "Love Letter" starring "Love Beans".
Previously, Caiqi met many peers who also like to watch stage plays through social platforms, and because of their similar interests, they can chat with each other and usually keep in touch. Whenever there is a performance of interest, they will meet their friends from neighboring cities to see it together, and then walk around the city. That time to Xi'an, Caiqi made an appointment with "old acquaintances" and new friends he met for the first time, climbing the city wall during the day, visiting museums, checking in for food, and watching dramas at night.
Online like-minded netizens, because of a trip, develop into offline good friends, breaking the limitations of traditional social methods. In life, it is often difficult for people to find people with the same niche circle hobbies as themselves in their existing circle of friends, so more and more young people of Generation Z expand their social circle and build new interpersonal relationships through hobbies such as watching exhibitions, chasing concerts, and visiting museums. They come from the north and south, because of the common love that resonates, they go and go, meet in a strange city, exchange experiences while watching dramas, and relieve the pressure of reality while sharing stories. In front of new friends, everyone can unload the burden, express themselves purely, show their personality and love, and not be aware of the real interests. This short trip seems to have become a "utopia" for them to escape anxiety and take a short rest.
"In daily life, tourism consumption is actually a very important social currency, with outstanding social value. Travel itself is also a very important social process, people will meet all kinds of people in the process of traveling. The process of tourism is the process of people-to-people communication, whether it is between tourists and local residents, or between tourists and tourists, they are always in the process of socializing. Li Xinjian said that for those hobby-oriented tourism, like-minded and like-minded tourists are more likely to have common words, form in-depth exchanges and become friends.
"Paying attention to sociability is becoming an important trend in tourism consumption, whether it is a city or a scenic spot, it can find new business opportunities and new economic growth points through the creation of social atmosphere, the construction of social space, and the creation of social conditions in the process of meeting social needs and enhancing social supply." Li Xinjian said.
Intern Wu Yushan Source: China Youth Daily