On December 11, the 2021 Hot Spring Conference, hosted by the Guangdong Tourism Association and co-organized by Xilegu Cultural Tourism, was held in Qingyuan Xilegu Hot Spring Resort. With the theme of "New Consumption, New Cultural Tourism, New Life", this conference invited representatives from all walks of life in politics, commerce and research to discuss the integration and innovative development ideas of the cultural tourism industry in the new consumption era.
Jiang Nanchun, founder of Focus Media, Professor Fei Yong, Dean of lifestyle research institute of Jinan University, Wang Shuopeng, executive chairman of Guangdong Tourism Association and chairman of Xilegu Cultural Tourism, Feng Xincheng, chairman of Dali Qiansu Cultural Tourism and founder of New Weekly Magazine, Xiong Xiaojie, chairman of Times Cultural Tourism and marketing expert of cultural tourism, Chen Gray, China's top ten advertising creatives and chief writer of "IP Egg Fried Rice", and other guests shared their themes.
Jiang Nanchun shared the topic of "How Cultural Tourism Brands Become the First Choice in consumers' Minds". He believes that the demographic dividend has faded, the market has entered an era of deep stock competition, and competition is becoming increasingly fierce. After consumers experience the epidemic, the consumption structure and tendency will change, and the general public will be more cautious in consumption and more inclined to spend money on products that are more secure, more certain and more trustworthy. Therefore, the hot spring vacation brand should strive to become the "default option" of the consumer's mind, in the strong consciousness into the standard, into common sense, into the choice of unthinking, when people want to take a hot spring vacation, first think of you. This requires brands to form a clear and simple label in the minds of consumers, which may be the representative of a certain category, or occupy a certain characteristic, or focus on an area, or create a new category.
Fei Yong shared the theme of "The Joy of Cultural Tourism Consumption under the New Lifestyle". He believes that consumerism is not only the embodiment of consumption concepts and values, but also carries a way of life. With the development of the times, people's consumption joy not only comes from the satisfaction of material needs, but also from the psychological level of filling. The hot spring resort project should be deeply integrated with the local culture to build a localized lifestyle that can gain joy on the spiritual level. In an era when returning to basics has become a trend, consumers are more willing to live a small life of spiritual abundance.
Wang Shuopeng
Wang Shuopeng took Xile Valley as an example and shared "Innovation of Cultural Tourism Industry in the New Consumption Era". He said that in the new era of consumption, the consumer group has become the post-8090 generation, including generation Z, and this group has obvious Internet genes and strong cultural self-confidence. Compared with the previous generation, which pays more attention to function, price, convergence and material consumption, they emphasize personal preferences, embody values, and highlight individuality and spiritual satisfaction.
Feng Xincheng delivered a keynote speech on "From Time Media to Space Media". In his speech, he mentioned many of his original concepts, such as "head vacation" and "micro-hidden". He introduced that the so-called "micro" word, in addition to being smaller than small, is also "the characteristics and representatives of the Internet era", such as Weibo and WeChat. At present, "micro-hidden" is a way of life integrated into this era, through which we rethink our connection with the land, with nature, and with people. A hot spring resort destination nestled between the mountains and wilderness, it will become a spiritual resting place for people to live in the busy city.
Xiong Xiaojie
Xiong Xiaojie delivered a keynote speech on "Building a Cultural Tourism Brand with Lifestyle". He said that once a company has built itself into a way of life, there is no power to stop consumers from yearning for you. In addition to the ability to communicate and detail, the most important thing is aesthetic ability and feeling of love. At the same time, six conditions need to be met: not only to create functions, but also to redesign; not only to expound arguments, but also to tell stories; not only to talk about professionalism, but also to talk about integration; not only to verify logic, but also to care; not only to show the serious, but also to have fun; not only to make money, but also to find meaning.
Chen Gray said in his speech that the metaverse is actually a singularity of time, after this singularity, human life is more virtual than reality, and cultural tourism IP just has the value of opening up the virtual and the real world. With the advent of the meta-universe, cultural tourism needs to build a complete virtual scene, turn the landscape of cultural tourism into the world view of IP, integrate the real scene with virtual IP, realize the virtual + reality of performance, culture and entertainment, form the digital assets of cultural tourism virtual products, and incubate virtual IP with long-term cultivation value.
In addition to the "dry goods" sharing brought by the guests, the conference site also created a novel form of hot spring lifestyle art exhibition, presenting the evolution history of hot spring life at home and abroad for more than 2,000 years, witnessing the changes in hot spring lifestyle while popularizing interesting hot spring knowledge. It is reported that every weekend and holiday, Xile Valley will provide cultural and artistic activities such as poetry festivals, special concerts, music festivals, etc. for the residents of the valley.
Written by: Nandu reporter Xu Xiaolei Photo: Chen Zhigang