The 2021 traffic dividend is difficult to solve the dilemma of cultural tourism
Taking stock of the hottest words of 2021, "meta-universe" is the only one. Some people say that the metacosm is a transformation of the future, and some people say that the metacosm is just a temporary media over-hype. As Zhou Hongyi, chairman of 360 Group, claimed that "the metacosm is 'held out' by the epidemic". In fact, it is not difficult to find that the cultural tourism industry in 2021 is indeed exploring the road of the meta-universe. At the end of 2020, the first major traffic in the field of cultural tourism was born: Litang teenager Ding Zhen. Ding Zhen's hometown of Sichuan Ganzi Tibetan Autonomous Prefecture quickly "broke the circle", and even other Tibetan areas in the surrounding areas were also stained, and they all experienced the popularity of "breaking the circle". Subsequently, all localities are also exploring new models of cloud tourism, but the final monetization method has evolved into live streaming with goods. Whether it is the wind and snow, or facing the sea, the end of the screen always uses "Family, 321 on the link" as the closing word for harvesting dividends.
In today's cultural tourism ecology, many cultural tourism enterprises that have encountered difficulties have set their sights on live streaming with goods, and even many head enterprises have joined this industry, grabbing the upstream of traffic and trying to open up a new world for the cultural tourism dilemma. However, this matter is not simple, looking at the MCN rankings, it is difficult to find specialized MCN institutions in the vertical field of tourism, and several leading cultural tourism companies have not made substantial progress on this track. Tracing back to the source, the underlying logic of the development of cultural tourism lies in quality, and blindly harvesting traffic can only play a role in promoting waves rather than fueling the waves. Those short-lived beauties will eventually pass away with the flow.
Will the cultural tourism still break the circle?
High-quality development is the first vitality of cultural tourism
In 2021, there are still many signs of breaking the circle: Universal Studios in Beijing and the Tang Palace Night Banquet in Henan have all received good traffic and IP double harvest to some extent, and it is not difficult to find that the "breaking circle" of the cultural tourism industry lies more in quality.
On the occasion of the beginning of the New Year, on January 10, 2022, the 14th China Business Mice Awards Tourism "Golden Chair" Awards in 2021, which was launched by Business Incentive Tourism Magazine, a leading high-end tourism and convention and exhibition publication representing China, was officially released and released. Among them, Yixing Academy Resort - Sun Season Phase I, invested and built by China Transmission Huaxia Holding Group, won the "Best Conference Resort of the Year" award. This award is the earliest and most authoritative award in the China Mice industry, aiming to recognize the teams and individuals who have made outstanding contributions to China's MICE industry and set a pioneering example for the development of China's MICE industry, and to stimulate and promote the common progress and high-quality development of the entire MICE industry.
Why did this hotel in Taihua Town, Yixing, Jiangsu Province, receive such an honor? According to public information, Yixing Academy Resort - Sun Season is a parent-child cultural tourism resort carefully built by China Transmission Huaxia Holding Group and European Tourism Resort Group PVCP. Combined with Yixing's own landscape and integration into the French life aesthetics, to create a natural interactive experience + one-stop compound resort function + all-season, all-weather, all-age activities + local humanities concentrated display and other immersive experiences.
The circle-breaking weapon behind traffic: the road to IP development
"People's yearning for a better life is unchanged" Zhongchuan Huaxia has frequently moved in the layout of the cultural tourism industry in the past two years, and the Taihua Tiangu Tourist Resort built in 2021 will be selected as a key cultural and tourism industry project in Jiangsu Province and a major project in Jiangsu Province; the Zhongchuan Huafu built in Tianji Hot Spring Town in Fuyang, Anhui Province has also been smoothly upgraded, successfully transforming the beautiful sea of flowers into a "beautiful economy".
The high-quality development of the cultural tourism industry must follow the development model led by IP, because the ultimate purpose of all cultural production is to create IP, and all cultural consumption is ultimately consumer IP. No matter how good the original ecological resources are, if they are not "activated and utilized", they can only become unattainable "landscapes" in the end. With the policy of "rural revitalization", China Transmission Huaxia Holding Group will set its sights on the IP creation of "green water and green mountains".
In fact, before the outbreak of the epidemic, the requirements for high-quality development of the cultural tourism industry were not so urgent, after all, as the world's largest source country, the demographic dividend alone was enough for enterprises to make a lot of money. However, under the epidemic, the field of cultural tourism has been greatly impacted, when the crowd is reduced and moving, only high-quality products and services can meet the specific needs of consumers, under such an underlying logic, it is not surprising that only high-quality content as a support for cultural tourism elements can "break the circle".
Wang Linsheng, associate researcher of the Capital Cultural Development Research Center, said: "Creating cultural tourism IP is not limited to a net red product and a traffic star, but also a complete set of IP thinking and operation methods in the top-level design." ”
brief summary:
In 2021, the repeated impact of the new crown pneumonia epidemic on the cultural tourism industry is not small, originally online is the auxiliary or upgrading of the cultural tourism industry, and now the main and secondary are inverted, online live broadcasting has become a major window of the cultural tourism industry, "poetry and far away" have become the anchor on the mobile phone with goods and live broadcast. In 2022, the cultural tourism will surely achieve IP transformation behind the traffic, and the traffic will be converted into quality landing in order to truly achieve "breaking the circle".