Red Net Moment June 23 (Reporter Wang Heng) On the evening of June 22, Furong Town was full of fireworks and bright lights, and the opening ceremony of the 10th Hunan Provincial Internet Culture Festival and Tencent Game "Tianya Mingyue Knife" The physical home of Furong Town "Tianyi Beiyuan" was held here, and Qu Guiquan, deputy director of the Cyberspace Office of the Hunan Provincial Party Committee, announced the official completion of the "Tianyi Villa".
Gong Minghan, director of the Standing Committee of the Xiangxi Prefecture People's Congress, Qu Guiquan, deputy director of the Cyberspace Office of the Hunan Provincial Party Committee, Huang Donghong, deputy director of the Department of Culture and Tourism of Hunan Province, Wang Junxiang, second-level inspector of the Propaganda Department of the Hunan Provincial Party Committee, Tu Bibo, member of the Standing Committee of the Xiangxi Prefecture CPC Committee and director of the Propaganda Department, Li Ping, vice governor of Xiangxi Prefecture, Peng Jun, secretary of the Yongshun County PARTY Committee, Zhang Yang, head of the Marketing Department of Tencent Interactive Entertainment Platform, Zhang Yang, head of the Marketing Department of Tencent Interactive Entertainment Platform, Zhong Fei, chairman of furong town and red stone forest resort, attended the event and jointly lit up the Tianyi Villa. As the country's first "Tianyi Villa" theme home, its birth marks the rooting of the strategic cooperation between Tiandao and Daxiangxi.
The event kicked off with the local original ecological dance "Bright Moon Sending Xiangxi" in Xiangxi, followed by a welcome speech by Peng Jun, secretary of the Yongshun County Party Committee. He said that the country's first Tianyi Courtyard theme home settled in Furong Town, which is not only an organic integration of digital technology and traditional culture, but also an innovation of new cultural and creative tourism, which will further enhance the reputation and popularity of Furong Town, and let more tourists appreciate the unique charm of the "thousand-year-old town hanging on the waterfall".
Zhang Yang, head of the Marketing Department of Tencent Interactive Entertainment Platform, West China and East China, introduced the overall situation of Tianyi Villa. "Tianyi Beiyuan" is a national style building with Xiangxi characteristics jointly created by "Tianya Mingyue Dao" together with the School of Architecture of Tsinghua University and Xiangxi Furong Town, hoping that through the power of digital technology, more people will understand the unique and niche beauty of Xiangxi and make a contribution to the spread of traditional culture in Xiangxi. As an important part of the strategic cooperation between Tiandao and Daxiangxi, the emergence of Tianyi Villa makes people see the powerful charm and energy of the combination of games and cultural tourism.
At the same time, the Tianya Mingyue Dao Xiangxi Cultural Tourism Line was also officially released here. This line connecting the whole industry chain of tourism in Zhangjiajie, Phoenix and Furong Town with the theme of the game will be launched on Tongcheng in the future, attracting players from all over the country to play in Daxiangxi.
At the scene, the Big Waterfall in Furong Town was transformed into a "water catwalk", and dozens of cosers staged a national style costume water show, and in the Tianyi Villa, the scene-style performance of "A Song of Heaven and Earth" perfectly integrated the beauty of the national style with the Xiangxi architecture and batik intangible cultural heritage, leaving a deep impression.
Huang Donghong, deputy director of the Department of Culture and Tourism of Hunan Province, pointed out that the operation mode of "game + tourism" breaks the traditional sightseeing tour of scenic spots, is committed to digging deep into the spiritual core of "experience tourism", implants natural scenery and traditional culture into the game, formulates game characteristic tourism routes, and creates an immersive scene of internet celebrity punch card, which has great attraction for young consumer groups. In recent years, the cultural tourism industry has become a new engine for the high-quality economic and social development of Hunan. In the process of high-quality development of cultural tourism, "game + tourism" is indeed a model worth exploring and deepening, and the future will be unlimited.
The theme plan of "Fu Yue Tianya" is deeply rooted in the west of Xiangxi
Digitally protecting and passing on cultural heritage
In 2020, "Tianya Mingyue Dao" joined hands with the School of Architecture of Tsinghua University and the design of the theme home of "Tianyi Beiyuan" that blended the architectural style characteristics of Xiangxi Province, opening a new chapter in Tiandao's cross-border cultural tourism cooperation and also kicking off the prelude to the theme plan of "Fu Yue Tianya" for strategic cooperation between Tiandao and Daxiangxi. Under this theme, Tiandao and Daxiangxi have carried out rich linkage in music, Chinese clothing, architecture and other aspects.
In terms of "music", "Tianya Mingyue Knife" invites Ardor, a famous singer from Xiangxi, to sing the theme song "A Song of Tianya", and will also invite his team to participate in the production of in-game scene music in the future, so that players can feel the beauty of national music.
In terms of "Chinese clothing", "Tianya Mingyue Dao" is inspired by the embroidery technique "Xiang Embroidery", which is a national intangible cultural heritage and the representative embroidery technique of Xiangchu culture, and launches the Xiang embroidery theme Chinese costume "Tianyi Weiyang", which has been launched in the game.
At the "architectural" level, from the release of the concept design last year to the completion of the physical home of "Tianya Mingyue Dao" in Furong Town, "Tianyi Villa", it has opened a new road for Xiangxi to spread the national style.
The country's first "Tianyi Villa" theme home settled in Furong Town
Online + offline to create an immersive travel experience
The physical home building plan of Tianyi Beiyuan is not only an important part of the strategic cooperation plan of the "Tianya Mingyue Dao" Daxiangxi Cultural Tourism, but also one of the important explorations of Tencent's new literary innovation.
Tianyi Villa as a whole adopts a single building in the shape of a village, adding a piercing bucket, lifting beams, and dry-type architectural structures with rich local architectural characteristics in western Hunan Interspersed with them, and the indoor structure uses the unique eaves layout of ethnic minorities, plus a combination of Han-style furniture, and the beauty of the national style architecture is about to come out. The building also specially set up a "Tianyi Pavilion", which can undertake the display of themed Chinese costumes such as Xiang embroidery and Xilan Kapu, and truly restore the home of the designer of Huafu in the game" "Su Yelai". In the "Tianya Mingyue Knife" mobile game, a Xiangxi-themed big world scenic spot will be built for players to visit and play, Xiangxi dwarf foot towers, tie-dye cloth racks, dyeing tanks and other Xiangxi-themed furniture are simultaneously launched, and the new adventure mission can also unlock limited furniture... The innovative gameplay of such an immersive experience also subtly affects the gamers' perception of the traditional culture of Xiangxi.
Tianyi Villa realizes long-term operation
"Intangible Cultural Heritage Experience + Chinese Costume Travel Photography" promotes consumption upgrading
The completion of the physical home of the "Tianyi Villa" in Furong Town is just the beginning, and next, the "Tianya Mingyue Knife" team will also develop a long-term operation model for the "Tianyi Villa". On the one hand, the Chinese clothing travel photography project is carried out, with "Tianyi Pavilion" as the main display area, so that more young people have the opportunity to contact the traditional national style culture; on the other hand, they can also experience the intangible cultural heritage skills of Xiangxi characteristics, including Xilan Kapu, tie-dye, flower picking, etc., in the Tianyi Villa, and are committed to making the "Tianyi Villa" into a national style Internet celebrity punch card attraction in Furong Town.
Nowadays, offline tourism scenes often face a series of problems such as the homogenization of scenic spots, a single revenue model, and difficulties in retaining tourists, and how to systematically plan, extend the stay time of tourists, and promote the overall consumption growth has become a test of the vitality of scenic spots.
The long-term operation of the "Tianyi Villa" combines from multiple angles such as intangible cultural heritage experience, Chinese clothing travel photography, and cultural and creative product sales, and constantly provides new consumption scenarios for young people, expands the supply of high-quality digital cultural products, and promotes the upgrading of tourism economic consumption, so as to solve the problems of single revenue model and difficulty in retaining customers in traditional tourist attractions.
In the follow-up, the "Tianyi Villa" will also be used as an independent sub-IP, and will cooperate with a number of domestic cultural tourism destinations with exquisite textile culture to land, so that the beauty of Tianyi will spread the world.
"Tianya Mingyue Knife" Xiangxi Cultural Tourism Line was officially released
Establish a new benchmark for the integration of "game + tourism" culture and tourism in Hunan
At the same time as the completion of the "Tianya Mingyue Dao" Furong Town Homestead - Tianyi Villa, the "Tianya Mingyue Dao" Xiangxi Cultural Tourism Special Line was also officially released. This is the closest cooperation with cultural tourism industry economic entities in the theme plan of "Fu Yue Tianya", and also sets a new benchmark for the integration of culture and tourism of "game + tourism" in Hunan.
"Tianya Mingyue Dao" Daxiang West Cultural Tourism Special Line is the country's first national style digital IP linkage physical cultural tourism route. The overall concept, with the three scenic spots of Yuncheng, the three towns of Xiangxi and the three enjoyments of national style as the framework, from natural scenery to cultural scenery, from gastronomy to intangible cultural heritage experience, experience natural landscapes and spread traditional culture in the way that young people like to enjoy. The overall route, with Zhangjiajie, Furong Town, Fenghuang Ancient City and surrounding scenic spots as the core, and the whole tourism industry chain such as scenic spots, restaurants, hotels, cultural and creative surroundings, carries out the "Tianya Mingyue Knife" game theme element packaging, players participating in the route tour can not only appreciate the natural beauty of the Greater Xiangxi region, but also interact with the elements of the Tiandao during the journey. This also provides a new tourism model, and injects a new cultural experience into the scenic spots of Zhangjiajie, Phoenix and Furong.
It is understood that in the second half of this year, the new game map of "City on the Clouds" based on the landform of Zhangjiajie will be launched, and a phoenix sword will be held in October... "Tianya Mingyue Knife" IP, through the power of digital technology, continues to try to bring more vitality to the local tourism market in Hunan in a way that young people like.
Tiandao ip new cultural creation
Integrate traditional culture to build a super digital scene
Since Tencent practiced the new cultural creation, it has been exploring ways to create Chinese cultural symbols by creating a virtuous cycle of cultural values and industrial values.
Empowering regional cultural tourism is an important step for Tiandao's new cultural and creative practice to upgrade and try to build a new situation for the super digital scene. Whether it is the completion of the "Tianya Mingyue Dao" Furong Town physical home "Tianyi Villa", or the release of the "Tianya Mingyue Dao" Daxiangxi Cultural Tourism Special Line, close to and rooted in the cultural tourism industry, the use of digital power to innovate and empower traditional culture and traditional tourism models, "Tiandao" has enabled excellent traditional culture to obtain more and most fashionable cultural expressions, and traditional cultural elements have further enhanced the cultural connotation and attractiveness of "Tiandao". The long-term and stable virtuous circle of cultural value and industrial value has effectively helped the "Tiandao" IP to achieve steady development for six years, and will continue to explore and upgrade in the future.