Cultural Tourism Integration Smart Night Tour 丨 Qian Zongming: Create a new business format for the integration of cultural and business travel to develop night consumption

Taste of Night Markets, visiting local products, appreciating folklore performances ... light up the "night economy", activate "night consumption", promote the iterative upgrade of cultural tourism night travel, and make it an inexhaustible motivation for the cultural tourism industry. A few days ago, Qian Zongming, the chairman of the Night Tour Economy and Digital Technology Branch of the Jiangsu Tourism Society, accepted an exclusive interview with Jiangnan Times reporters to share his views on how to create a night consumer format of text, business, and travel.

The resource endowment of urban tourism is different, and the positioning of cultural tourism night travel is different. "Like Beijing, Hangzhou, Xi'an and other cities with a large number of tourists in foreign countries can invest in some large -scale cultural performing arts products; and general small and medium -sized cities have relatively few foreign passenger flows, especially some non -tourist destination cities and In the scenic area, excessive investment must have little effect. "Qian Zongming believes that" if the main customer group of a city night tour is a local citizen, it is necessary to avoid large -scale and asset investment. The route. At the same time, the decentralized projects of the local tourist group can easily cause homogeneous phenomena. At this time, it is necessary to accurately locate. In terms of night views, night entertainment, night food, night stay, etc. Personality and characteristics, turn the traffic into 'retention'. "

For example, the Diaoyutai in Yangzhou's thin West Lake uses only one performer, and the small and exquisite scene structure is enough to show the beautiful and clever Jiangnan water show and Yangzhou culture ancient charm. Nanjing Zhanyuan and Jinling Town are also typical in this regard. It turns out that such products are the development direction of the future small and medium -sized urban cultural tourism night tour industry.

"In the field of cultural tourism night tour, immersive style is an eternal theme. From senses to interactivity to characteristic, fusion of themselves with the characters in the night travel scene, tourists will be more willing to participate." Qian Zongming Mingming Mingming Mingming It is proposed that the plot setting should not be too complicated for the role -playing night tour projects. In particular, it is important to note that the plot setting must be "music" instead of "independent music". Such products have inclusiveness and benefits.

Today, under the leadership of VR, AR, MR, XR and other technologies, the blockchain, 5G, cloud computing, and AI are supported by technical support. Digital and intelligent projects have been popular in night tour projects. The investment that follows is also huge, but the night tour products with insufficient interaction will lack the recurrence power, and one -time consumption will not bring sustainable benefits. Therefore, the consumption of immersive, scenario, and interactive products can empower the night travel industry.

Urban night tourism is influential into the cultural tourism market, not only to keep up with the characteristics of the times, but also to open up the core of the combination of entertainment. "The form of cultural expression should adapt to the characteristics of the new consumer group, and entertainment presentation is an important direction for night tourism. The product is incorporated into the cultural element, and its effect is more charming, such as entertainment sports, entertainment poetry, entertainment arithmetic, etc. in parent -child night tour. "Qian Zongming believes that you need to listen to the opinions of the audience, especially the feedback from the young audience, and some of the feedback from the young audience. After investigating trendy things, it is used in the development of night tour products.

The utilization rate of night travel equipment is one of the key factors of the success or failure of the night tour project. At present, many digital companies use traditional techniques to make conventional image content, ignoring the role of device and sculpture in the night tour. "The fusion of the device with the lights and numbers not only reduces the manpower, but also can be continuously updated, and it can be obtained." Can the outdoor equipment become a landscape during the day? Qian Zongming believes that industrial investment will only become tourism products day and night, and the utilization rate of equipment will become higher, and the return on investment can be increased.

"During the year and four seasons, the summer is hot, the winter is cold, and the rainy days, the nearly one -third of the time cannot be carried out outdoors, and the utilization rate of outdoor products will become lower." All are concentrated outdoors. Consider the closed space of the interior. Product construction of all day and night all -weather products in the four seasons is an important factor to solve the low return on investment and improve the profit margin. In addition, in the construction of night landscapes, immersive night views should create a different scene from daytime, depicting a new night tour space. If the night view just reproduces the scenery of the day, it is called "lighting" and cannot be a night tour. The product.

Qian Zongming believes that in the final analysis, the cultural tourism night tour still needs to promote consumption, integrate the "culture+tourism+business" model, and achieve the win -win situation of merchants, tourists and the government. Night -tour planning needs to have a sufficient outlook on business thinking, and there must be basic processes such as market research and analysis and project investment demonstration. "We will use various tools to collect local relevant market data in the early stage of planning, such as traffic, accommodation rate, average number of overnight days, night travel data of local citizens, etc., and then determine the project positioning, theme direction and product category, investment scale "Qian Zongming said," The pre -operation is also an important guarantee for the success of the night tour project. The operation and investment must be carried out parallel. Only products that match the operation are reliable products. "

Jiangnan Times Learner Qian Yueming

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