At present, with the rapid development of digital technology, the tourism market is gradually heating up, and many scenic spots are also actively promoting intelligent and digital transformation. Many policies have been introduced to encourage tourist attractions to explore and integrate digital technologies such as big data, Internet of Things, 5G, and AI to promote smart tourism, optimize tourism service processes, innovate the supply of diversified tourism products, improve the competitiveness of tourism products, and promote industrial innovation and upgrading.
As an important part of Shanxi's local cultural relics, Zhangbi Castle has a history of more than 1,600 years, is a traditional ancient village integrating military, astrology, religion and folk culture, and has experienced three stages from the dock wall to the military town and then to the fortified village, and is famous for the unique shape of "the bright fort on the ground and the underground tunnel". In the face of the ever-changing development of science and technology, Lu Yang, chairman of Shanxi Kaijia Zhangbi Castle Ecotourism Co., Ltd., said, "The wide application of AR, VR, MR enables tourists to experience the charm of the scenic spot in the virtual world, and at the same time, it also gives birth to new cultural tourism formats and content forms for the scenic spot. We believe that if we are not active, we will be passive, so we decided to take the initiative to embrace technology, and use the new lifestyle created by science and technology, the immersive experience and interaction mode to combine with the cultural and tourism elements of the scenic spot to drive the development of the scenic spot. ”
Based on science and technology links to achieve "enclave revenue"
Lu Yang believes that the key success factors of the traditional cultural tourism industry are natural resource endowment (including historical IP influence), traffic conditions, etc., and the development of science and technology is subverting and reconstructing the success factors of the industry, and at the same time, it is an opportunity for those cultural tourism subjects whose original resource endowment is not strong. The development of different scientific and technological means is relatively independent and interrelated, and it is at different stages in the combination and application of cultural tourism scenarios: at present, the smart tourism system (such as the smart ticketing system), which is the core of the construction of smart scenic spots, is relatively mature, which can improve the operation effect and efficiency of scenic spots. The application of big data is also relatively mature, which can more accurately understand the needs and behaviors of tourists, so as to optimize product design and improve service quality, and predict future market trends. Next is the wide application of AR, VR, MR, so that tourists can experience the charm of scenic spots in the virtual world, and at the same time, it has also given birth to new forms of cultural tourism and content for scenic spots. Digital transformation has created more innovative business models, and the traditional Chinese cultural tourism market has invested within its own jurisdiction, and then found ways to attract tourists to the "local" in exchange for revenue. However, the emergence of LBMR (Location-based Mixed Reality) has brought about a new business model - "enclave revenue", which can turn local tourism resources into digital scenes, and generate revenue outside the jurisdiction while the consumer travel experience remains the same or even better.
Establish a brand image and implement digital transformation
LBMR is just emerging at home and abroad, Lu Yang said that the business model in Asia is different from that in Europe and the United States, the experience scene in Europe and the United States is generally home, while the experience scene in Asia is more in the outdoors, commercial complexes, scenic spots, squares and other large spaces. As a technology application that will emerge in 2023, LBMR has shown great potential in many fields, such as cultural tourism theme parks, education and training, and production safety. "In 2023, an LBVR project about the pyramids of Egypt has aroused a lot of popularity and attention in the market, both in terms of the number of people who experience it and the revenue and profit. At present, LBMR has just started in China, and a small number of people with a keen sense of smell have begun to develop personalized projects. "Through the combination of LBMR technology, Zhangbi Castle presents the culture, architecture and other elements of the castle in a time-space creation way, allowing visitors to experience the full sense of interaction and immersion from the eyes, ears, nose, tongue, body and mind. LBMR can continuously update content like making a movie, compared with traditional scenic spots that require regular physical maintenance, the update and maintenance of digital content is more convenient and efficient, providing a platform for the content creation of the castle and sustainable creation. In the process of digital content production, the digital twin of the artifact can be realized through scanning, and another ancient castle can be built in the metaverse. Through the enclave model, the time and space experience of the scenic spot can be replicated to other places, spread in the big cities in the province, and even the whole country and the world, greatly publicize the ancient castle, and break through the limit of the number of people in the scenic spot, so as to achieve a breakthrough in revenue, profit and influence. At the same time, it can establish a diversified brand IP image of Zhangbi Castle, so as to help Zhangbi Castle and even the scenic spots in Shanxi "go global".
Leading technological innovation to create an immersive culture to go overseas
Lu Yang expects that through the LBMR project in multiple cities in the future, it will first be able to achieve the three highest revenues, profits and the number of experiencers. He hopes that LBMR will become a large-scale promotional film for Zhangbi Castle, and the cultural elements of our scenic spot will be delivered to the audience's doorstep for them to watch, just like the impact of the TV series "Qiao's Courtyard" on Qiao's Courtyard in the scenic spot. In addition, "we do a good job in the LBMR project, at least we have added an immersive experience project to our scenic spot, which will be combined with our authentic tour line to bring tourists a richer and more profound tour experience." He hopes to explore a new model through this project, that is, to better develop the resources of Shanxi, a province with cultural relics, cultural and tourism resources, in the LBMR way, so as to bring Shanxi culture to the whole country, and then bring Chinese culture to the world, so as to realize the exchange and exchange in the field of cultural relics and cultural tourism.
(Source: Xinhuanet client)
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