The cultural tourism market continues to be hot, and micro-short dramas are in the limelight. At the beginning of the year, the State Administration of Radio and Television issued the "Notice on Carrying out the Creation Plan of "Traveling with Micro Short Dramas" (hereinafter referred to as the "Notice"), planning to create and broadcast 100 excellent micro short dramas with the theme of "Travel with Micro Short Dramas" in 2024.
Behind the rapid growth of the two markets of cultural tourism and micro-short dramas, there is the same logic of "people, goods, and fields", "people" refers to users, "goods" refers to commodities, and "fields" refer to platforms. Cultural and tourism micro-short dramas have broad prospects, but the market is currently in the exploration stage and needs to be broken. In the era of experience economy, both cultural tourism and micro-short dramas emphasize the combination of content and users, which also puts forward higher requirements for the content and quality of cultural tourism micro-short dramas, and the combination of cultural tourism and plot needs to be ingenious and emotional.
The new trend of the integration of micro-short dramas and the cultural tourism market
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Policy-driven innovation and exploration
The "Notice" is not only an emphasis on the field of cultural tourism micro-short dramas, but also a call for the innovation and development of the entire industry. The purpose behind this policy is to stimulate creative potential and promote the deep integration of culture and tourism. The new development space provided by the policy not only brings new opportunities for content creators, but also opens up new channels for tourism destinations. Through the guidance of policies, micro-short dramas, as an emerging form of media, are expected to become a new carrier of cultural dissemination and tourism promotion.
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Deep integration of "people, goods, and places" logic
In the field of creation and promotion of micro-short dramas, the clever application of the integration strategy of the three elements of "people, goods and venues" has opened up a new growth path for the cultural tourism market. By precisely targeting the target audience, content creators are able to provide a customized audio-visual feast according to the specific needs and preferences of the audience, and at the same time, the innovative way of subtly implanting tourism products into the plot in an almost invisible way has undoubtedly greatly expanded the influence and recognition of tourism products in the market. In addition, through extensive promotion on social media and online platforms, it has not only effectively increased the brand awareness of the destination, but also greatly enhanced its potential to attract tourists. This series of well-planned and executed marketing activities not only enriches the content and form of the cultural tourism market, but also brings unprecedented development opportunities to tourist destinations, injecting new vitality and impetus into the innovation and growth of the cultural tourism industry.
The challenge of creating a short play
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It is difficult to craft the content in detail
Successful micro-skits require a lot of effort into the content. Cases such as "My Way Home" show that well-polished scripts and high-quality production are the keys to attracting audiences. This kind of content creation not only needs to dig deep into local culture, but also skillfully integrate cultural and tourism elements into the story, in order to promote the audience's tourism consumption decision through the power of the story.
Each episode of the micro-short drama is only 4-5 minutes, although the sparrow is small, the time is limited, and the beginning and end of the plot are more compact. According to media reports, in order to tell a good story in the fast pace of short dramas, the script of "My Way Home" has gone through several rounds of polishing, and its condensation degree even exceeds that of traditional film and television dramas, which puts forward higher requirements for the emotional expression of actors. In order to present a high concentration of storylines and character emotions, a single episode of "My Way Home" needs to shoot more than a dozen scenes to complete. And this well-made micro-short drama not only extends the value of the original film and television IP of "Going to a Windy Place", but also stimulates the potential of Leshan's cultural tourism consumption - the display of Leshan delicacies such as stilted beef, money eggs, and lantern and shadow pot helmets in the play has attracted many audiences to "plant" Leshan.
The popularity of film and television dramas has driven the tourism popularity of filming locations, and there are also many achievement cases. For example, the TV series "To a Windy Place" was a hit, and the popularity of Shaxi Ancient Town in Dali increased; the TV series "Hurricane" became popular, and tourists checked in Gao Qiqiang's same "pig's foot noodles" in Jiangmen, where the filming was filmed, became a trend; the TV series "The Silent Truth" deepened people's impression of Chongqing as a "cyber city"; and the TV series "Flowers" made the public focus on the Yellow River Road in Shanghai again......
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Market repercussions and the problem of "out of the circle".
Although cultural tourism micro-short dramas have great potential, the market response and "out of the circle" are still a big challenge. At present, the number of cultural tourism micro-short dramas in the market is increasing day by day, but there are not many works that can really attract widespread attention and discussion. To overcome this problem, creators need to not only focus on the quality of content, but also grasp the psychology of users and market dynamics, and increase the exposure and influence of their works through innovative promotion methods and the power of social media.
A new path for the creation of micro-short dramas
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The art of integrating plot and cultural tourism
In the process of artistic creation of micro-short dramas, it is an innovative and challenging attempt to raise the integration of plot and cultural tourism elements to an artistic level. Not only do creators have the responsibility to tell a compelling story, but they also need to skillfully integrate tourist attractions, local cultures, and even unique products into the story. This fusion not only enriches the level of the plot, but also makes the audience immerse themselves in the story while subconsciously having a strong interest in the tourist destination. This process is not only a gentle guide to the audience's emotions and cognition, but also a vivid display of the culture and charm of the destination.
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The balance between "coolness" and "beauty".
Furthermore, the balance between "coolness" and "beauty" in creation has become another artistic proposition worthy of in-depth study. The creators have struggled to find that delicate balance between creating a tense and twisted climax that evokes emotional empathy for the viewer, while at the same time subtly incorporating stunning scenery and visuals to reveal the unique charm of the destination. This balanced art not only satisfies the viewer visually and emotionally, but also invisibly arouses their strong desire to explore and experience the destination. Through such dual guidance, micro-short dramas have not only become a powerful tool for the promotion of cultural tourism, but also provide a new way for the audience to experience cultural tourism.
In this process, the creation and promotion of the short drama has become a journey of exploration of emotion and aesthetics, aiming to not only convey the cultural essence and natural beauty of the tourist destination through each carefully woven story, but also plant the seeds of travel in the hearts of the audience. This kind of creative practice undoubtedly opens up a new perspective and path for the integration of culture and tourism, and provides a richer and more multi-dimensional possibility for the in-depth excavation and cultural dissemination of tourist destinations.
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Open up the innovation path of "people, goods and places".
Looking forward to the future, cultural tourism micro-short dramas will continue to explore innovative marketing strategies, better integrate resources, and achieve the organic combination of brand, culture and market. Through innovative content forms and marketing methods, cultural tourism micro-short dramas are expected to become an important force to promote the development of local tourism.
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In-depth marketing of brand and culture
Cultural tourism micro-short dramas will also become an effective tool for the promotion of local cultural tourism brands and cultural characteristics. Through high-quality content production and accurate market positioning, cultural tourism mini-dramas can help tourism destinations establish a unique brand image, attract more tourists, and promote the development of the tourism economy.
In the context of the digital era, cultural tourism micro-short dramas have brought new vitality and possibilities to the cultural tourism market with their unique charm and innovative expression. Through continuous exploration and innovation, cultural tourism micro-short dramas will play an increasingly important role in promoting cultural dissemination and tourism development.