"Bookstore+Tourism" Integration Innovation Development Initiative

"Bookstore+Tourism" has a wide range of prospects and a lot of difficulty, which requires the industry to actively explore. Chinese tourism bookstores wrote a answer to the industry. As the only central -level publishing house directly under the Ministry of Culture and Tourism, China Tourism Publishing House launched the promotion operation of the Chinese Tourism Bookstore "Thousands of Miles · Shuxiang Society" on May 19 this year. stage". This coincides with the theme of the 2022 domestic tourism promotion activity launched by the Ministry of Culture and Tourism in early June- "Beautiful China · Beautiful Life". China Tourism Publishing House has exerted the advantages of resource integration, and jointly established the "China Tourism Bookstore" brand with relevant authoritative institutions, local cultural and tourism departments, tourism destinations, enterprises and institutions, etc., and based on this as the basis for the "one product (brand brand (brand brand Authorization), two push (activity promotion, marketing promotion), Sanchuang (cultural tourism IP creation, boutique book creation, cultural tourism innovation development) "promotion cooperation. The promotion activities will be pushed through the brand co -plastic, formats, and products, allowing the industry to cooperate internally and outside the industry, and online and offline linkage to create a tourist bookstore with continuous innovation, cultural power, and attractiveness to promote the deep integration of culture and tourism. Development, creating a beautiful living space shared by the main and guests, vividly display and promote beautiful China.

The first is the image of the brand co -plastic exhibition. The brand is the soul and life of a company. Therefore, if "bookstore+tourism" wants to do well and for a long time, brand empowerment and brand shaping are the prerequisites and guarantees. On the one hand, bookstores should output a unified brand with good reputation, reputation and loyalty for the output of tourist destinations; on the other hand, we must fully tap local culture and combine the characteristics of tourism bookstores to innovate to create new brands. "China Tourism Bookstore" has a natural advantage. As the only national tourism bookstore brand, it was founded in 1992. It has a history of 30 years. Its brand awareness and influence are preferred among national tourism bookstores. The first cooperation content of the promotion operation of "Volumes of Thousands of Miles · Book Fragrant Society" is "brand authorization", which is the unified brand and logo that gives the cooperative bookstore "China Tourism Bookstore". Related bookstores, bookstores, academies, books, bookstores and other branches. At the same time, relying on the supply capacity of the entire variety of tourism books, the capacity of the entire media communication platform, the integration capabilities of the entire media communication platform, the integration capacity of the entire industry's cultural tourism resources, the Chinese tourism bookstore is also in cultural tourism IP creation, boutique book creation, cultural tourism innovation development, etc. In terms of brand innovation and shaping, it is constantly output and empowerment. Such a tourist bookstore, both in the brand image, or creative design, can become a characteristic platform that shows the image of a beautiful Chinese image.

The second is the integration of the format. Bookstores+tourism, you must not just move the place of book selling to tourist destinations, but you should create a new space and leisure space that integrates multi -functional composite cultural venues and multi -formats. China Tourism Bookstore adopts "modular+composite" for space design. In addition to setting up tourism bookshelf spaces, it also designed an immersive experience space for comprehensive leisure and promotion, such as smart interaction, leisure experience, cultural and creative shopping, event communication, and communication, activities, and activities, and activities, activities, and activity exchanges. Parent -child reading, virtual experience, non -heritage exhibitions, big coffee live broadcasts, marketing promotion and other spaces, extend the "bookstore+" industrial chain, and enrich the interactive experience of tourists. When you go to China Tourism Bookstore, tourists can not only read books, but also enjoy themselves with joy; not only can you appreciate cultural and creative products, digital technology, but also feel non -heritage skills; you will not only come to check in, but also be happy to swipe your card. At the same time, China Tourism Bookstore also provides a problem -solving idea to crack the quality and efficiency of public services in cultural tourism, which is to jump out of public services to only do public services. The bookstore enters the tourist service center and other places, thereby helping the public service efficiency. Such a tourist bookstore can meet people's needs for a better life, and can become a cultural tourism landmark and spiritual green space.

Third, products are promoted to consumption. Travel bookstores cannot only sell books and leisure experiences in bookstores. They should also sell culture and tourism in the area, push out local cultural tourism products, introduce tourists, and drive cultural tourism leisure consumption. China Tourism Bookstore can use the ability to integrate the cultural travel industry and press and publishing resources to combine the characteristics of tourism destinations to plan and launch unique activities to help promote the promotion of cultural travel products. At present, the promotion activities planned by China Tourism Bookstore include the "Beautiful China" tourism style show, "reading China" writers adopt a style, "Charming China" expert appreciation, "Book Fragrant China" Cultural Tourism Lecture Hall, "Poems and Far" works Sales and wait. In addition, it also combines the OTA platform, professional organization, and mainstream media to build a multi -channel and three -dimensional promotion network through all media promotion and multi -platform linkage to create closed -loop online and offline marketing and implement precise marketing. Chinese tourism bookstores can not only become a punching point for tourist destinations, but also become its marketing promotion engine, promoting the consumption of cultural tourism, and promoting the high -quality development of cultural travel.

"Read thousands of books, travel thousands of miles", the bookstore and tourism are deeply integrated, and the scent accompanies tourists to travel to make tourism a good way of life, quality learning, and in -depth growth. (Author: China Tourism Publishing House Co., Ltd. Zhao Lili; Editor: Cao Xuewen)

Original title: "Create a Beautiful Life Experience Space to build a beautiful China promotion stage" Bookstore+Tourism "Integration and Innovation Development"

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