The communication logic of digital media has become a very important aspect of the development of the new quality productivity of the cultural tourism industry, of which short videos play a very important role. Short videos further enrich the online empathy experience of cultural and tourism consumers, promote the rapid "out of the circle" of cultural and tourism products, and further improve the online product transaction process. The short video platform is an important support for the high-quality development of the cultural and tourism industry, which has changed the traditional offline form of the cultural and tourism industry, deeply integrated into the traditional cultural and tourism industry, helped the iteration and upgrading of the whole industry chain, and also enabled the traditional cultural and tourism industry to better and faster adapt to the basic laws of the current digital economy development, and greatly enhanced the vitality, innovation and competitiveness required for the high-quality development of the industry.
Where is the "new" in the development of short videos to promote the development of cultural tourism
First, set up a stage to beat drums, and short videos promote diversified cultural and tourism activities. In the past, the pattern of cultural tourism communication was more in the hands of the official media, but now it is becoming more and more diversified, sometimes it is not the official media, but the self-media has launched an important communication node on the network. Taking Harbin as an example, from the end of last year to the beginning of this year, during the upsurge of online communication, many hot communication events on the Internet or the creation of "hot stalks" came from self-media platforms. The combination of short videos also further enhances the user's sense of immersion, and the composition of this multi-link mobilizes people's multiple perceptions in the content environment of the Internet. Many people have not come to the tourist destination, they have taken the lead in placing an order on the Internet for the products of this tourist destination, and many people have not come, but they are already very familiar with the local cultural environment.
Short video is a form of media content organization with narrative ability, which can enhance users' panoramic perception of tourist attractions and tourist destinations. When coming to a city, many people like to go to the local "check-in" vegetable market, citizen blocks, and street stalls, and the short video happens to have such a flexible, convenient and diverse way, which provides a panoramic perspective that allows us to go deep into all aspects of the city's pyrotechnics. Short videos can dig deep into local history and culture to highlight local characteristics, and the excavation and narration of local cultural and historical resources are also its advantages. Short videos can successfully allow cultural and tourism enterprises to find the space and possibility to have a direct dialogue with users.
Second, short videos play a very key role in the development and cultivation of the cultural tourism industry. New formats, new models, and new consumption are the top priorities for the development of today's cultural tourism industry. Such emerging media technology represented by short videos has cultivated new business products and promoted the appearance and "out of the circle" of the cultural tourism industry. After the end of the epidemic, this emerging cultural format still shows its irreplaceability, as well as the deep integration between online and offline, and has become an important supplement to the offline tourism industry.
In terms of new business methods, the emerging communication tools represented by short videos have also prompted the traditional cultural and tourism industry to take the fast track of the digital economy, accelerate digital transformation, improve operational efficiency, and broaden the service scope and business territory of short video platforms. If short video live broadcast was originally called a form of communication, today it is more understood as a form of service. Behind more and more content is products and services, and business functions are constantly improving, which plays a very important role in the digital transformation of traditional cultural tourism and the expansion of the business territory of emerging media platforms. At the same time, short videos have also given birth to new organizational forms and promoted the development of linkage and collaboration between organizations. Nowadays, more and more traditional cultural and tourism commercial enterprises have changed, such as some travel agencies around the important tour guide IP, which has changed the organizational form of traditional enterprises, which is a deep change for traditional enterprises.
Third, short videos play a very important role in generating employment opportunities in cultural tourism. There are now many emerging professions that are becoming more and more popular among young people. In the wave of the digital economy of new media such as short videos, we have begun to see those that we have never seen, breaking the original inherent prejudices or shackles and embracing new employment possibilities. In particular, as today's digital technology and mobile Internet natives, the youth group is more diversified in their career choices, paying more attention to the realization of self-worth and the pursuit of a better life, and is no longer limited to traditional occupations. Many new industries and professions have emerged in society, such as online travel route customizers, private domain traffic growth specialists, and other emerging positions, which also promote the diversified aspects of today's talent employment. At the same time, on the Internet platform, there are many silver-haired "Internet celebrities", and middle-aged and elderly people also use such platforms to find a new source of happiness after their retirement.
Short videos promote the future of cultural tourism development
First of all, it is necessary to further dig into the resources of cultural tourism, formulate an IP cultivation plan for the high-quality development of the cultural tourism industry, and promote the sustainable transformation of cultural and tourism resources. Today, in the logic of the development of the Internet, what is sought is the "hot style" of communication. However, there is still a difference between "popular models" and IP, even if IP is defined in the broadest sense, it can also be known to be recognized, can be sold, and the brands, symbols, and scenes that are associated with it can become IP. And "hot style" is often regarded as outdated logic, and sometimes we even have a kind of planned outdated design of "hot style" - we need to switch to new hot spots to find the next growth point of cultural tourism. We need to formulate a cultural tourism IP cultivation plan to make IP continue to generate consumer stickiness and communication attractiveness for people.
In addition, it is necessary to further give full play to the narrative ability of short videos and improve the ability of cultural tourism economic transformation. We must use short videos to make cultural tourism scenic spots and cultural tourism performing arts and other resources more vivid and intuitive in front of the audience, and at the same time, we let the narrative ability penetrate into the hearts of the audience, only in this way can the audience transform from the love and identification of the story into offline consumption behavior. In this way, we can further boost consumption and promote the upgrading and development of the cultural tourism industry.
In addition, we must also accelerate the transformation of the industrial structure and employment structure of the cultural and tourism industry to empower the development of careers in the intelligent era, so that more young people can find a channel to realize their self-worth in the cultural and tourism industry, in emerging occupations and emerging positions, and can continue to deliver high-quality talents for the industry, and deliver more diverse talents that cannot even be defined by the current occupation.
We need to build a mechanism of integration and commonality, so that all parties can form a strong synergy. The development of the cultural and tourism industry under today's communication logic is more important for the local business environment, the government's ability to govern and the ability to build a service-oriented government, so on this basis, we need all parties to form a strong joint force to show the determination and action of the local government in the process of promoting the development of the cultural and tourism industry, and at the same time let the "production, learning, research, use" and the government form a benign synergy between such an ecology, which can promote the future benign ecological construction of the cultural and tourism industry. Let more enterprises find their own place in this process, so that practitioners of different types of cultural tourism such as large, medium, small, micro and individual can find the soil for their own growth.
Finally, it is necessary to establish channels for user interaction and open up the closed loop of production and marketing in the cultural and tourism industry. It is hoped that the cultural tourism industry will not only be "punching in", "Internet celebrity" and "planting grass", but will allow the cultural tourism industry to connect specific consumption links through platform enterprises, such as helping farmers solve the problem of unsalable agricultural products and branding characteristic agricultural products. Only in this way can the local culture be seen by people, and the culture can be integrated into the local economic development process as an added value, so that more local users can find their own sense of gain and happiness in this development process.
In fact, the cultural tourism industry is an industry that makes the people have a strong sense of gain and happiness, and we should further explore what the problems of the people are anxious and anxious, so as to enhance the recognition and support of the local people for the positive and sustainable development of the cultural tourism industry, so as to find the driving force for the sustainable growth of the local cultural tourism industry. In this process, it is necessary to increase investment in intelligent technology, such as generative artificial intelligence technology, which makes the trend of personalized cultural tourism an indisputable fact, and at this time it is necessary to further innovate the interaction mode of cultural tourism. In addition, it is necessary to continue to optimize the service experience of tourists through intelligent methods, so that cultural and tourism practitioners around the country can open up the "island" of data, give full play to the potential and value behind quality data, and explore the future trend of industrial development behind the value of data.
What we expect is that when the era of digital intelligence arrives, the emerging media technology represented by short video can promote the high-quality development of the cultural tourism industry, make more treasure tourism destinations visible to people, and enable everyone to enjoy more high-quality cultural tourism industry products and services.
(A few days ago, at the 2024 China Online Performance (Live Broadcast and Short Video) Industry Annual Conference, the "Report on the High-quality Development of the Cultural Tourism Industry in the New Era" jointly compiled by the China Performance Industry Association and the Institute of Cultural and Creative Development of Tsinghua University was released.) This article is based on the on-site speech of Zhang Zheng, the publisher of the report and vice president of the Institute of Cultural and Creative Development of Tsinghua University, and has not been reviewed by me. ）