New formats and new gameplay enhance the holiday tourism experience

Original title: New formats and new gameplay to enhance holiday tourism experience

During this year's Mid-Autumn Festival and National Day holidays, all localities have adhered to the principle of cultural and plastic tourism and tourism highlighting culture, and continuously launched integrated new products, new scenes, new forms and new formats that meet market demand, so as to enhance the knowledgeability, interaction and interest of cultural tourism experience, and make holiday tourism more flavorful, more dynamic and charming

This year's Mid-Autumn Festival and National Day Double Festival "combined", up to 8 days of vacation has become a hot time for people to visit relatives and friends, tourism and leisure. With the opening of the long holiday, whether it is from people's personal experience in traveling or from media reports, we can feel the heat of the holiday tourism market.

In recent years, behind the boom of the tourism market, there is a phenomenon worth paying attention to: with the upgrading of tourist demand and the two-way rush of product supply innovation, the integration of culture and tourism is deepening, the connection between "poetry and distant places" is closer, and cultural exhibitions, study trips, cultural tourism performances, national customs and national tides have become new tourism trends, allowing people to get more cultural nourishment in the tourist experience.

During this year's Mid-Autumn Festival and National Day holidays, all localities have adhered to the principle of cultural and plastic tourism and tourism highlighting culture, and continuously launched integrated new products, new scenes, new forms and new formats that meet market demand, so as to enhance the knowledgeability, interaction and interest of cultural tourism experience, and make holiday tourism more flavorful, more dynamic and charming.

The cultural museum venue continues the popularity of the summer vacation and has become an important place for public travel and research and learning. With the increasing spiritual and cultural needs of people, walking into the museum, feeling the history, inheriting traditions, increasing knowledge, and broadening horizons has become an important content of holiday tourism and leisure.

During the long holiday, cultural and museum institutions in various places focus on improving the visitor experience, promoting the deep integration of cultural relics, creativity and technology, and continuously improving people's sense of participation and acquisition. For example, the Grand Canal Museum of China has set up a special stage of intangible cultural heritage, the Sichuan Museum has a new permanent exhibition "Ancient Sichuan (II) Qin and Han Three Kingdoms Period", and the History Exhibition Hall of the Communist Party of China enhances the immersive Long March experience with a "4D + six-sided" panoramic theater. Popular venues such as the Palace Museum, the National Museum of China, the Shanghai Museum, and the Chengdu Museum meet the needs of the audience to the greatest extent by appropriately extending the opening hours and holding night events.

The cultural trail takes a specific theme as the main line, focusing on thematic historical culture or folk culture, allowing tourists to start a wonderful experience of traditional culture during the long holiday. Under the guidance of the Department of Intangible Cultural Heritage and the Department of Resource Development of the Ministry of Culture and Tourism, 20 intangible cultural heritage characteristic tourism routes selected by China Tourism News nationwide are favored by tourists. For example, the "Charming Xiangxi Immersive Intangible Cultural Heritage Experience Tour" route connects unique song and dance customs such as the Tujia Sheba Festival, Yo-yo, and Miao Ethnic Drumming, allowing tourists to enter intangible cultural heritage, love intangible cultural heritage, and spread intangible cultural heritage. Cities along the Great Wall, Grand Canal, Yellow River, Yangtze River and other national cultural parks actively design theme routes, linking important nodes such as ancient streets and towns, water conservancy heritage, and cultural and museum sites, allowing tourists to deeply experience the journey of Chinese cultural symbols.

Cultural activities are rooted in regional culture, highlight connotations and characteristics, and become an important way for tourists to experience and appreciate the beauty of culture. Cultural activities have always been sought after by tourists for their ornamental, entertaining and participatory nature. During the long holiday, various places combined the characteristics of festivals and regional characteristics to launch wonderful cultural activities. In order to enrich the holiday cultural life of citizens and tourists, Beijing has launched more than 100 online and offline special cultural activities, including folk culture, art exhibitions, themed cycling and festival performances. In order to create a warm holiday atmosphere, Heilongjiang has released more than 160 special cultural tourism activities such as tourism experience, folk culture, sports events, and cultural performances; With the Tourism Festival as the starting point, Shanghai has launched nearly 100 cultural and tourism activities such as the Shanghai Symphony Orchestra concert series, the Bund Architecture Festival, and the Fuxing Art Festival. With the help of the Asian Games, Hangzhou has become a domestic tourist destination city with high popularity during the Mid-Autumn Festival and National Day holidays.

Cultural tourism performances enhance the immersive cultural tourism experience through the form of viewing that tourists like to see, which greatly enriches the night life of tourists. Cultural tourism performing arts is a performance activity that comprehensively uses singing and dancing, acrobatics, drama and other art forms for the purpose of attracting tourists to watch, expressing regional culture or folk customs, relying on scenic spots and high-tech attractions. During the Mid-Autumn Festival and National Day holidays, a number of tourism and performing arts projects with rich cultural connotations, exquisite artistic level, and applause and seating are sought after by tourists. For example, in order to meet the needs of tourists, the large-scale live-action historical dance drama "Long Hate Song" once again opened the performance mode of 4 performances per night. The light and shadow performance "Yellow Crane Tower at Night" creates a new space for visitors to experience beyond reality. At the same time, "traveling with the show" has become a popular way for young people to travel. According to incomplete statistics, during the Mid-Autumn Festival and National Day holidays, nearly 100 concerts and music festivals will be held in various parts of China, becoming the core engine for driving tourism consumption.

The content and forms of tourism cultural and creative products are becoming more and more diverse, allowing tourists to bring home the good memories of their journey. In recent years, through creativity and design, various places have developed a large number of cultural and creative products with connotation, appearance and quality to meet the shopping needs of tourists. For example, the "Rui Rabbit Welcomes the Moon" cultural and creative set from the Palace Museum, the "Prayer Blessing Shrine" themed blind box dolls in Sanxingdui Museum, and the beer skin cat and Hajiu duck from the Tsingtao Beer Museum are all popular souvenirs for tourists. During the long holiday, many scenic spots have set up special seal points to integrate famous local attractions, landmark buildings, animal stars, important cultural relics, etc. into the seal, and some places have also launched "overprinting" and exclusive seal books. This kind of "stamped" commemorative cultural and creative products that require personal participation to obtain have become an important carrier for tourists' beautiful travel memories.

Culture shapes the unique character of tourism, tourism highlights the value and charm of culture, and the integration of culture and tourism makes holiday tourism more flavorful. In the next step, to deepen the integration of culture and tourism, it is necessary to further strengthen infrastructure, platform construction, product creativity, scene innovation and digital technology, continue to reform and innovate from the supply side, better meet the growing needs of the people for a better life, and let people better understand the beauty of culture and cultivate the beauty of the soul during travel.

(Xiong Haifeng, Zou Yanqing, Author's institution: School of Cultural Industry Management, Communication University of China)

Source: China Tourism News