Watch Beautiful China in Live (Online China)

In Tongdao Dong Autonomous County, Huaihua City, Hunan Province, local Dong youth used live broadcasts to promote the beautiful scenery of spring in their hometown. Su Yong (People's Vision)

Slow live broadcasting, short videos, VR (virtual reality) experiences... Due to the impact of the epidemic, the cultural tourism industry has used live broadcasting to create "cloud tourism" in recent years, enriching the innovative supply of online cultural tourism products and attracting potential offline tourists. Live tourism is driving the recovery and development of the tourism industry, and immersive live tourism has also created a new viewing experience for tourists. During the "May Day" holiday, netizens can enjoy the scenery of all parts of China on the live broadcast platform.

Beautiful view "cloud viewing"

"Huangshan live broadcast room friends, everyone has time to go to Huashan to play, Huashan is known for its steepness, and the beautiful Huangshan has a different taste." Recently, in front of the welcome song of the landmark attraction of Huangshan Scenic Area in Anhui Province, a "cloud tour" theme live broadcast activity was carried out on a live broadcast platform. The anchor of Huangshan Mountain Scenic Area connected thousands of miles away from the anchor of Huashan Mountain Scenic Area in Shaanxi Province, telling netizens about Chinese mountain culture and myths and legends. The anchors of the two places also invited netizens to interact on the screen, and sent benefits such as Huangshan welcome badges to each other, which attracted tens of thousands of people to watch. Some netizens left a message after being "planted grass": "Be sure to punch Huangshan and Huashan on the spot." ”

"Cloud Viewing", "Cloud Viewing Flowers", "Cloud Exhibition", "Cloud Walking Green"... Many scenic spots, museums, etc. attract tourists' attention through interactive live broadcasts. With the advantages of strong technical support, market penetration and dissemination of online live broadcasting, the resources of scenic spots and scenic spots around the world are displayed through new forms, so that netizens can enjoy the beautiful scenery without leaving home. For example, the Dunhuang Research Institute launched the "Cloud Tour Dunhuang", the Forbidden City built the "Panoramic Forbidden City" and "V Forbidden City", and Yunnan Province "moved" more than 900 scenic spots to the line with the help of the "Yunnan Tour" APP.

Among the many forms of live broadcasting, slow live broadcasting is particularly favored. At the Giant Panda Breeding Research Base in Chengdu, Sichuan Province, some giant pandas sit leisurely on the ground and pick up bamboo to taste it; some eat breakfast and turn on the bending mode... Through the 24-hour high-definition live broadcast page of the CCTV Panda Channel, many netizens at home and abroad come to "punch in" every day to watch the giant pandas. With the advent of the 5G era, Panda Channel also uses new technologies such as "5G+VR" and "5G+4K" to broadcast live. In a previous live broadcast that recorded the birth of giant pandas, the staff used VR technology to achieve netizens to watch the birth process of the giant panda baby in 360 degrees. On the "Live China" comprehensive reporting platform, netizens can not only see scenic spots such as Beijing Central Radio and Television Tower, Yixian County in Anhui Province, and Sanjiang Fengyu Bridge in Liuzhou City, Guangxi Province, city landmarks, characteristic villages, charming towns, etc., but also watch the installation process of large-scale engineering devices such as Asia's first 300-meter-level deep-water duct frame - "Haiji No. 1" in real time.

Liao Bin, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, believes that "cloud tourism" is the product of scientific and technological empowerment and the result of digital, intelligent and networked development. With the application of cutting-edge technologies such as 5G, 8K, AR (augmented reality), VR, AI (artificial intelligence) in the tourism industry, the development of "cloud tourism" has a solid technical support.

Engage netizens

"I have the heart to go to Nyingchi to see the peach blossoms, and I was addicted to my mobile phone through the 'Cloud Peach Blossoms' webcast a few days ago." In April, the peach blossoms in the Brahmaputra Grand Canyon Scenic Area in Milin County, Nyingchi City, Tibet Autonomous Region, were in full bloom, and Zhang Xinxin, a netizen in Zhejiang Province, made up for the regret of not being able to watch the scene by watching the live broadcast. During the live broadcast, viewers can also see the open scenery from the perspective of the scenic high-altitude hot air balloon, the rushing brahmaputra river under the cliff swing, and the snow-covered Nanga Bawa Peak. Since the live event began in early April, the cumulative number of viewers online has reached one million.

Many local cultural and sports festivals have been held in an "online + offline" manner. In mid-April, in the "Cloud Over Water Festival" online live broadcast held in Xishuangbanna Dai Autonomous Prefecture in Yunnan Province, the local government attracted people to celebrate the festival online by holding activities such as "Xiaoyu Takes You to Scenic Spots", "Yunshang" Songkran Carnival, "Yunshang" Swing, "Yunshang" Intangible Cultural Heritage, and Ethnic Song and Dance Competition. Xiao Liu, a Dai girl living in Chengdu, said that although she would be slightly sorry not to be able to participate in offline activities, in recent years, she and her relatives and friends have participated in water splashing ceremonies on the Internet to send blessings to family and friends, and the sense of participation is also full. In her view, the "Songkran Festival" can play a role in spreading Dai culture across regions.

By watching the anchor's live broadcast activities, netizens have a deeper understanding of the historical and cultural stories behind scenic spots. "The emergence of terracotta warriors means that during the Qin Dynasty, clay clay dolls were used on a large scale instead of living people for burial." Recently, the docent of the Terracotta Warriors and Horses Museum of Qin Shi Huang released a video "The Meaning of the Terracotta Warriors and Horses You Should Know" on a short video platform, triggering netizens to like and comment. "How many pits did the Terracotta Warriors of Qin Shi Huang have?" "What is the No. 1 copper carriage horse doing?" "Are the terracotta warriors a single eyelid?" ...... In the face of various questions raised by netizens, ice eggs can always be explained in a relaxed and humorous way during live broadcasts. The reason why he can attract many netizens to interact is that on the one hand, he is familiar with the historical stories and tourism resources of Shaanxi Province, and on the other hand, he pays attention to the skills of storytelling. Some netizens made a special trip to Shaanxi after the epidemic eased and asked him to do a tour guide to explain.

Nowadays, in some scenic spots, professionally trained tour guides and docents have become live broadcast anchors. Their explanation of the scenic spot full of historical charm and humor promoted the interaction between the audience and the anchor in the live broadcast room, and helped the scenic spot drain the offline.

Online booking, live experience

"Welcome to the Ximeier live broadcast room, now I am experiencing the Zhangjiajie Grand Canyon 'Fei Lada', inviting you to walk on the cliffs together" "The world's highest bungee jump, do you dare to challenge?" ”...... Recently, in the "60 Days of Douyin Live Broadcast" activity carried out in the Zhangjiajie Grand Canyon Scenic Area in Hunan Province, a live broadcast activity carried out by a 9-person team attracted many netizens to watch. They mainly use the "Fei Lada" project and the bungee jumping project as the main live broadcast content, taking into account the experience projects such as zipline, rock climbing, and slides. Among them, the "Feilada" project refers to an extreme sport that is constructed on the mountain rock wall by steel handrails, foot pedals, life steel cables, etc., so that people who do not have climbing ability can also climb steep rock walls.

Through live broadcasting, zhangjiajie Grand Canyon "Fei Lada", bungee jumping and other project short videos in the Douyin platform presentation rate ranked in the forefront of similar projects in the country, many netizens through the short video page of the preferential booking link to place orders, to the scene experience.

The network platform is also taking action to help the live broadcast of scenic spots more professional. For example, in early April, Douyin Life Service and ByteDance public welfare launched the "Merchant Assistance Program" to help merchants broaden their business ideas by setting up courses to teach practical content such as live broadcast features, business self-broadcasting methods, short video operation and shooting skills.

"Cloud tourism" is bringing changes to the business philosophy of scenic spots. For example, the Huangshan Mountain Scenic Area plans to launch digital collections, digital commemorative tickets, and will also add a series of content interaction capabilities to the official platform, truly moving local customs and customs online in the form of exhibitions, allowing users to visit attractions with a new experience.

Experts believe that "cloud tourism" will help promote the marketing of the tourism industry and tap the potential of tourists' online consumption. At the same time, with the help of big data analysis, we can better understand the needs of tourists, and through live streaming with goods and other forms, online traffic will be converted into offline traffic, so as to achieve online and offline coordinated development. (Reporter Peng Xunwen)

People's Daily Overseas Edition ( 2022-05-02 Edition 08)