2024-09-25 12:02 Jinyun
The report of the 20th National Congress of the Communist Party of China proposed: "Implement the national cultural digitalization strategy". The Third Plenary Session of the 20th Central Committee of the Communist Party of China proposed: "Focus on building a socialist cultural power, adhere to the fundamental system of Marxism's guiding position in the ideological field, improve the system and mechanism for the development of cultural undertakings and cultural industries, promote cultural prosperity, enrich the people's spiritual and cultural life, and enhance the country's cultural soft power and Chinese cultural influence." The "14th Five-Year Plan for Culture and Tourism Development" proposes to promote the digital, networked and intelligent development of culture and tourism, and promote the application of 5G, artificial intelligence, Internet of Things, big data, cloud computing, and Beidou navigation in the field of culture and tourism.
The rapid development of cutting-edge technologies such as big data, cloud computing, and artificial intelligence has provided strong technical support for the digital cultural tourism industry, continuously promoted the innovation and upgrading of cultural tourism products, promoted the tourism experience of tourists, and helped the development of the cultural tourism industry open a new chapter. Looking forward to the future, with the integration of more innovative technologies, the forms of cultural tourism products will be richer and more diverse, the experience of tourists will be more personalized and intelligent, and the digital cultural tourism industry will usher in a broader space for development.
01
The current situation of digital development of cultural tourism
(1) Digital technology helps cultural and tourism resources to be displayed from multiple angles and levels
First, the commercialization of digital technology has injected new vitality into the cultural tourism industry. With its high-throughput, high-speed, and low-latency technical characteristics, 5G technology realizes real-time and synchronous online viewing through live webcasts, cloud performances and other performance forms, improving the clarity and sense of presence of online performances. On the other hand, through the digital development and operation model, it fits the viewing habits of offline audiences, allows audiences to enjoy an immersive viewing experience, and promotes the innovation and development of the digital performing arts industry.
Second, the application of digital technology has broadened the development path and development space of the cultural tourism industry. Digital technology has expanded the breadth and depth of cultural and performing arts communication, formed an online performance business channel, made up for the shortcomings of offline performances such as geographical restrictions and passenger flow ceilings, maximized the cultural needs of users, and promoted the digital transformation of the literary and artistic industry.
(2) "Digital +" promotes the activation and utilization of cultural and tourism resources and cross-border integration
The first is the form of "cultural and museum venues + education" to create a new model of combining culture and education. For example, the Tianjin Museum has a rich collection of cultural relics from the Song and Yuan dynasties, and through the realization of digital interface linkage, it fully demonstrates the history and culture with distinctive characteristics of the times in the history of Chinese civilization, and provides on-site teaching, participation in experiential activities, after-school analysis and interaction and other services for young people by creating a "second classroom".
Second, "cultural and museum venues + tourism" has become a new blue ocean for promoting excellent traditional culture. Relying on and carrier of museum venues and museum contents, digital cultural museums that organically integrate cultural activities and sightseeing have become a new type of business that integrates experiential cultural and museum venues and tourism across borders. For example, the hand-painted national style online exhibition of the Yuan, Ming and Qing Dynasty Tianfei Palace Ruins Museum allows the audience to enhance their understanding of the history of the Gyeonggi terminal of the Maritime Silk Road while watching the hand-painted national style.
(3) Smart scenarios help accelerate the renewal of traditional cultural tourism formats
First, the immersive experience space promotes the upgrading of traditional tourism consumption scenarios. Immersive experience scenes create interactive experience scenes through scene construction, holographic projection, augmented reality and virtual reality, and the convenience of information sharing, which can more fully mobilize the multiple perceptions of experiencers and become a new form of digital cultural tourism development.
Second, smart scenarios promote the effective improvement of the added value of the tourism industry. The immersive experience uses digital technology to combine real and virtual scenes to create an experience environment for human-computer interaction, which can not only realize remote virtual tourism, but also expand the boundaries of real scene interpretation, and create more high-quality products for the cultural tourism industry while upgrading the user consumption experience.
(4) Network traffic has become an important medium for extending the cultural tourism industry chain
First, network traffic has improved the efficiency and effectiveness of cultural and tourism communication. Network traffic has strong conversion ability and fast transmission speed, which has become an important means to drive the rapid popularity of local cities online and offline rapid drainage. The successful transformation of network traffic has extended the development chain of the cultural tourism industry and promoted the rapid development of the local economy.
Second, the online platform has become an important carrier for the dissemination of urban culture. The deep integration of the cultural tourism industry with a new generation of information technology platforms such as big data, cloud computing, and artificial intelligence has expanded the marketing and promotion channels of cultural tourism in local cities. Through interactive communication, the network platform can accurately obtain the needs and preferences of tourists, so as to effectively expand the boundaries of cultural and tourism communication, optimize the allocation of production factors, and promote the efficient use of cultural and tourism resources.
02
Observation on the development environment of China's digital cultural tourism industry
(1) Analysis of the economic environment of China's digital cultural tourism industry
1. The current situation of China's macroeconomic development
The digital economy has been deeply integrated into all fields of the mainland's economy and society, and has become a new driving force for economic development. In 2023, China's GDP will reach 126.05 trillion yuan, and the scale of the digital economy will reach 53.9 trillion yuan, an increase of 3.7 trillion yuan over the previous year, accounting for 42.8% of GDP, an increase of 1.3 percentage points from 2022.
Figure 1 China's macroeconomic and digital economy development from 2015 to 2023
2. The development status of the digital cultural tourism industry
With the continuous expansion of the market scale, the digital cultural tourism industry has become an important part of the cultural tourism industry, and its contribution to economic growth has been increasing. First, the market scale has expanded. According to statistics, the scale of the digital cultural tourism market has increased from 787.05 billion yuan in 2017 to 969.81 billion yuan in 2022, with a growth rate of 57.89%. Second, industrial upgrading is accelerating. The wide application of digital technology has promoted the transformation and upgrading of the cultural tourism industry and improved the efficiency and quality of the industry. New cultural consumption models such as digital museums and digital exhibition halls provide tourists with a more convenient and rich cultural experience.
(2) Analysis of the social environment of China's digital cultural tourism industry
1. Consumption upgrading and concept change. With the continuous development of China's economy and the increase of residents' income, consumers' pursuit of quality of life is increasing. In the field of tourism, tourists are no longer satisfied with traditional sightseeing tourism, but pay more attention to the cultural connotation, interactive experience, social sharing, etc. of tourism.
2. Improvement of cultural self-confidence. In recent years, people's sense of identity and pride in local culture and traditional culture has been continuously improved, and Chinese cultural self-confidence has been significantly enhanced. This social trend has prompted digital cultural tourism companies to pay more attention to the integration of cultural elements in product development and service provision to meet tourists' demand for cultural experience.
3. Popularization of technology and digital life. The popularization of digital tools such as smartphones, social media, and online payments has provided convenient communication channels and marketing means for the digital cultural tourism industry. At the same time, the public's acceptance and willingness to use emerging technologies continue to increase, providing strong support for the technological innovation and application of the digital cultural tourism industry.
(3) Analysis of the policy environment of China's digital cultural tourism industry
The "14th Five-Year Plan for Cultural and Tourism Development", "The 14th Five-Year Plan for the Development of Cultural Industries", "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy", "Action Plan for the Innovative Development of Smart Tourism", "Several Measures to Release the Potential of Tourism Consumption and Promote the High-quality Development of the Tourism Industry", "Opinions of the Ministry of Culture and Tourism on Promoting the High-quality Development of the Digital Cultural Industry", "Domestic Tourism Promotion Plan (2023-2025)" and other policy documents provide direction and guidance for the high-quality development of the digital cultural tourism industry. Promote the continuous improvement of the construction of digital cultural tourism infrastructure, promote the industry to carry out comprehensive innovation in product development, service models, marketing methods, etc., and provide effective guarantees for the steady and long-term development of the digital cultural tourism industry.
(4) SWOT analysis of China's digital cultural tourism industry
1. Advantage Analysis(S)
(1) Technological progress and innovation. China has made remarkable progress in cutting-edge technologies such as 5G, artificial intelligence, big data, cloud computing, and VR/AR, providing rich application scenarios for the digital cultural tourism industry. Digital cultural tourism enterprises continue to explore new profit models and service methods such as precision marketing and personalized recommendations based on big data, which further enhances the competitiveness of the industry.
(2) Market size and growth potential. China's huge population size and growing middle-income group provide a large potential consumer base for the digital cultural tourism industry. At the same time, with the improvement of people's living standards and the change of consumption concepts, more and more people are willing to pay for high-quality travel experiences. The digital cultural tourism industry continues to provide a wide variety of tourism products and services to drive sustainable growth in the market.
(3) Policy support. A series of supporting policies have been introduced at the national and provincial levels to promote the digital transformation of the cultural tourism industry, providing a good policy environment and development opportunities for the digital cultural tourism industry.
2. Weakness Analysis (W)
(1) Talent shortage. The digital cultural tourism industry needs compound talents who understand both technology and culture and tourism. However, although some universities and training institutions have begun to get involved in the talent training in the field of digital cultural tourism, the overall talent training system is not perfect enough, and there is still a large talent gap in the digital cultural tourism industry.
(2) Fierce market competition. In order to compete for market share, digital cultural tourism enterprises have adopted a homogeneous competition strategy, resulting in too many similar products in the market and fierce price competition. In order to attract tourists and increase market share, some companies tend to adopt a price war strategy, which will damage the profitability and brand image of the company in the long run.
(3) Data security and privacy protection issues. How to make full use of data for precision marketing and personalized recommendations on the premise of protecting tourists' privacy is an important challenge faced by the digital cultural tourism industry. Cultural and tourism enterprises need to establish a sound privacy protection mechanism to cope with this challenge.
3. Opportunity Analysis (O)
(1) Cross-border integration. Through the deep integration with smart agriculture, intelligent manufacturing and other fields, digital cultural tourism can develop more tourism products and services with cultural connotation and creativity. At the same time, the integration of commercial elements into tourism products is conducive to enriching the tourism experience of tourists and increasing revenue sources.
(2) Emerging markets. The promotion of the Belt and Road Initiative and the in-depth development of globalization have brought opportunities for China's digital cultural tourism industry to expand the international market, and jointly promote the digital development of the global cultural tourism industry through cooperation and exchanges with international advanced enterprises and institutions. At the same time, the implementation of the rural revitalization strategy and the rise of rural tourism have made the rural tourism market a new growth point of the digital cultural tourism industry.
4. Challenge Analysis (T)
(1) Technology substitution risk. In the digital cultural tourism industry, the pace of upgrading of new technologies is very fast. If enterprises cannot keep up with technology development trends and carry out technology upgrades and iterations in a timely manner, they will face the risk of being replaced by new technologies.
(2) Intensified market competition. As the market continues to expand and become more attractive, more and more competitors will enter the digital cultural tourism industry, and new entrants may have advanced technology and abundant resources, thus posing a threat to existing enterprises. At the same time, the digital cultural tourism industry may also face the threat of substitutes from other industries.
(3) Economic fluctuation risk. Fluctuations in the global economic situation, such as economic recession and exchange rate fluctuations, may lead to a decrease in the number of tourists and a decline in tourism consumption, which will have an impact on the digital cultural tourism industry. At the same time, natural disasters, epidemics and other emergencies will also have a major impact on the tourism industry, resulting in a sharp decline in the number of tourists and a sharp decline in tourism revenue.
03
The future development trend of digital tourism in cultural tourism
(1) Digital technology will become an important driving force for the innovation and development of cultural undertakings and cultural tourism industries in the future
First, digital technology continues to give rise to new products, new formats, and new models. With the rapid development of the economy, the cultural tourism industry is gradually developing in the direction of high quality, personalization and diversification, and digital technology empowers the cultural tourism industry to break the industrial boundaries, profoundly change the production and marketing of cultural and tourism content production and product marketing, promote the continuous iterative innovation of the production, operation and marketing model of the cultural and tourism industry, accelerate the upgrading efficiency of the whole chain of the cultural and tourism industry, and lead the cultural and tourism industry to open up a new track of digital development, which is the core driving force for the innovation and development of the cultural and tourism industry in the future.
Second, digital technology empowers the transformation and innovation of all aspects of the cultural tourism industry. In terms of the supply of digital technology-enabled cultural tourism products, it can customize the product portfolio and services of cultural tourism for consumers. In terms of the management of cultural and tourism attractions, digital technology empowers the upgrading of traditional management models, and through the configuration of efficient and fast digital terminals for scenic spots, the optimal allocation and efficient utilization of scenic spot resources can be realized according to the number of tourists; In terms of cultural tourism product marketing, digital technology empowers cultural tourism marketing, formulates marketing content based on consumer data feedback, and accurately reaches the target audience through digital new media marketing. In terms of cultural relics preservation, precious cultural relics and ancient books are scanned and restored through digital means, and the digital backup content is retained, which is conducive to the inheritance of cultural tourism.
(2) Cross-industry and cross-platform cooperation will become the main mode for the development of digital cultural tourism in the future
First, the cross-industry and cross-platform cooperation model will become the main mode for the development of digital cultural tourism in the future. Cross-industry and cross-platform cooperation can promote a wider range of resource sharing and complementarity, be more competitive in the market and meet the needs of consumer markets, promote the innovation of operating models and business models, and reach and tap more industries, platforms and consumers.
Second, cross-industry and cross-platform cooperation will win a greater market competitive advantage for enterprises. For example, the "Cultural Tourism Pass" intelligent hub platform of Shanghai Digital Cultural Tourism Center integrates data resources from multiple industries such as government services, urban operation perception, market and social subjects, spans multiple industries such as service scenic spots and hotels, and cooperates with various platforms such as Shanghai City Operation Center and Big Data Center, which has effectively promoted the development of Shanghai's digital cultural tourism industry. The Longmen Grottoes Smart Cultural Tourism Digital Twin Platform integrates the massive data resources of the scenic spot, breaks through the single-dimensional information island, spans multiple industrial fields such as cultural relics protection, smart operation, brand marketing, and smart tourism, and cooperates with the existing information system platform of the scenic spot, effectively improving the scientific operation level of the scenic spot and optimizing the decision-making system of the scenic spot.
(3) Immersive experience, new spaces and scene performances will become the mainstream direction of digital cultural tourism consumption in the future
First, digital technology can provide tourists with a unique and authentic experience, which has become the main means of attracting traffic. Digital multimedia technology, holographic images, and VR/AR interactive technology make the tourism experience no longer limited to a specific physical space, and create a 360-degree panoramic video for tourists, so that tourists feel as if they are in the actual scene, so that tourists can get a new scene experience.
Second, the development of experiential and immersive consumption scenarios is an important direction for the development of the digital cultural tourism industry in the future. With the rapid development of technologies and facilities such as virtual reality, augmented reality, holographic imaging, wearable devices, and smart terminals, experiential and immersive tourism products will become an important direction for the development of digital cultural tourism products. In 2023, the Industrial Development Department of the Ministry of Culture and Tourism released 20 demonstration cases of new immersive cultural tourism formats, which generally attract online traffic to drive tourism consumption through digital technology innovation services.
(4) Personalization, customization, and intelligence will become the core of digital cultural tourism services in the future
First, it is people-oriented, based on the personalized needs of tourists, and launches customized services to provide tourists with a richer and more convenient travel experience. According to the needs of tourists, through data analysis and personalized recommendation algorithms, enterprises match tourists' interests and preferences with tourism resources, and launch a series of cultural tourism projects with distinctive themes and outstanding characteristics, so as to provide tourists with more personalized tourism recommendations and customized services.
The second is to provide an intelligent tourism experience through digital technology and intelligent means. In terms of intelligent services, through intelligent terminal equipment, intelligent guides, voice assistants and other technologies, it provides tourists with intelligent tourism services such as intelligent guides, audio guides, and smart hotels; In terms of information interconnection, through the Internet and Internet of Things technology, tourism resources, services and tourist information will be interconnected to achieve information interaction and sharing.
04
Countermeasures to promote the digital development of cultural tourism
(1) Promote the integration of historical reality space and digital technology, and build digital scenes with multiple cultural connotations
The first is to build a 3D digital exhibition hall scene. Accurately replicate real museums, libraries, art galleries, cultural centers and other places, upload the exhibition area and exhibits to the cloud in the form of 720-degree panorama, and use WebGL technology to convert the 3D model data into an interactive 3D online exhibition hall to realize the activation and utilization of cultural heritage.
The second is to create an immersive digital performing arts scene. Using real-life 3D technology, historical and cultural scenes are restored in the digital parallel world to create interactive spaces. In a specific exhibition area, an immersive theater will be set up, using digital VR technology to reproduce classic historical and cultural stories, strengthening the derivative development of theme IP, and integrating metaverse technology with story scene content design to create entertainment and tour scenes that reproduce history and travel through the past and present.
The third is to expand the VR digital tour scene. Realize the three-dimensional positioning and navigation of the exhibition hall, and provide an immersive and interactive AR navigation experience through the combination of Bluetooth positioning and augmented reality image recognition technology. The use of VR panoramic technology for virtual tours enables visitors to conduct an immersive tour online and see the exhibits up close. Through the 360-degree display of the intelligent explanation system, the exhibit information is presented in various forms such as graphics, video, and voice, so as to provide visitors with more friendly guide services.
(2) Promote the integration of smart tourism and cultural and creative industries, and create an immersive digital cultural tourism experience space
The first is to create an immersive theme experience cultural district. Based on the IP of film and television works, animation elements, classical architecture, and Western architecture, through the use of glasses-free 3D display, virtual reality, digital twin and other technologies, a theme block for tourists to explore freely and experience digital interaction is built. With the help of big data, Internet of Things, artificial intelligence, mobile Internet and other means, it provides immersive experiences with themes such as space exploration, appreciation of Chinese and Western musical instruments, and singing and dancing performances in the neighborhood, realizing the integration of virtual and reality, modern technology and ancient culture, and creating a new consumption environment full of creativity and interaction for tourists.
The second is to create an ancient Chinese life experience space. Relying on the museum's cultural relics and ancient classics, it focuses on ancient life, including clothing, food, housing and transportation, and constructs a virtual dynamic display space across dynasties. Visitors can experience the ancient living environment, banquet ceremonies, wedding customs, academic studies, labor activities, and agricultural life. Through the panoramic, concrete and dynamic display mode, the actual appearance of ancient life and the spiritual world of the ancients are vividly reproduced.
(3) Promote the integration of platforms and enterprises, and build a new ecology of the digital cultural tourism industry
The first is to promote cooperation between innovation platforms and creative enterprises. Optimize the innovation environment for digital cultural tourism, provide preferential policies from multiple dimensions such as business incubation, talent reserve, and financial support, and establish scientific research institutions such as digital cultural tourism laboratories and "technology + tourism" innovation centers. Give full play to the dual role of technological innovation and content innovation, and shape an innovative brand of digital cultural tourism.
The second is to promote cooperation between digital platforms and traditional cultural enterprises. Encourage digital platforms to join hands with traditional cultural enterprises to use modern information technologies such as big data and the Internet of Things to digitally upgrade traditional cultural and tourism elements such as information acquisition, product services, scene creation, transaction payment, and social sharing, so as to improve the intelligent level of the cultural and tourism industry chain.
The third is to promote the cooperation between educational practice platforms and cultural enterprises. Guide relevant colleges and universities to add digital innovation courses for cultural tourism, encourage cultural enterprises to cooperate with education and research institutions, and establish a digital cultural tourism education practice platform, so that students can learn and practice in actual cultural tourism digital projects. Establish a digital cultural tourism talent database to promote the sharing of resources, information and experience.
(4) Promote the integration of digital technology and related industries, and cultivate new forms of digital cultural tourism
The first is to encourage the integration of digital e-commerce and the tourism and entertainment industry. With the help of short video live broadcast and online platforms, we will introduce non-mainstream tourist destinations, promote new entertainment modes and formats such as online tourism and virtual concerts, and realize online and offline linkage and one-stop cultural tourism services through the organic combination of online e-commerce platforms and offline physical stores, so as to enhance tourists' cultural experience.
The second is to encourage the integration of digital creativity and traditional folk art. Integrating traditional handicrafts with modern design concepts, we have launched a series of domestic "trendy products" with regional characteristics. Support and encourage institutions such as the public technology platform of the National Animation Park to digitally depict traditional folk artworks, and present the characters, animals and other elements of traditional culture in the form of animation, AR, and VR.
The third is to encourage the integration of the digital game industry with history, culture and education. With major events in Chinese history as the background, the scene and music design are integrated into the intangible cultural heritage elements of various places, and a series of cultural and entertainment projects such as the national style version of virtual reality experience games, digital scenic spot script killing, and immersive research trips are developed, allowing players to experience traditional history and culture in the virtual world.
(5) Promote the integration of network traffic and the personalization and customization of cultural tourism, and activate the digital consumption potential of the cultural tourism market
The first is to promote the integration of cultural tourism traffic operation and maintenance and customized cultural tourism consumption models. Build a smart interactive tourism platform to carry out integrated monitoring, accurate drainage and risk early warning of cultural and tourism information flow, tourist flow and capital flow at any time. Establish a supervision platform covering management, supervision, forecasting, analysis and other modules to realize the full life cycle management of cultural and tourism data.
The second is to promote the integration of network traffic and personalized cultural tourism consumption patterns. Optimize the service of the "Generation Z" cultural tourism consumer group. Using big data and artificial intelligence technology, we can dig deep into the preferences and behavior patterns of young consumers and provide more accurate personalized recommendations. Improve the service of the silver cultural tourism consumer group. Further improve the digital transformation for the elderly, simplify the operation process, and provide convenient functions such as voice recognition and intelligent customer service, so that elderly users can easily enjoy digital cultural tourism services.
(6) Strengthen industry norms and security management, and build a solid institutional guarantee for the healthy development of digital cultural tourism
The first is to improve the legal norm system of the industry. Accelerate the formulation and improvement of laws and regulations related to the digital cultural tourism industry, clarifying industry access standards, business conduct norms, data security protection requirements, and so forth. Strengthen the protection of personal privacy, formulate detailed personal information protection policies, clarify the scope of collection, use, and sharing of personal information, and obtain explicit authorization from users.
The second is to strengthen data security management. Establish a data security management system for the whole life cycle, formulate detailed data security operation procedures, clarify data access permissions, strengthen data encryption and backup, and establish a sound data leakage emergency response mechanism. Intensify the supervision of digital cultural tourism enterprises, carry out regular law enforcement inspections, and promptly discover and correct violations of laws and regulations.
The third is to strengthen the training of practitioners. Establish a sound training system, regularly organize various trainings, seminars and skill competitions, improve the professional quality and innovation ability of employees, strengthen the awareness of safety risks and prevention of employees, and systematically cultivate a group of compound talents with digital technology, cultural tourism knowledge and foreign language ability, so as to meet the talent needs of the rapid development of the digital cultural tourism industry. (Invited experts in this issue|Chen Ying, Xu Aiping, Wang Xuetao, He Yanhui, Shi Meicheng, Lv Jingwei, Tong Tanghai, Liu Yang) (Abridged at the time of publication)