According to the calculation of the Ministry of Culture and Tourism, during the Dragon Boat Festival holiday this year, there were over 89 million domestic tourists traveling nationwide, a year-on-year increase of 94.1% on a comparable basis, returning to 98.7% of the same period before the epidemic; Domestic tourism revenue increased by 139.7% year-on-year, recovering to 74.8% of the same period before the epidemic. The consumption data during the Dragon Boat Festival holiday has raised many people's expectations for the summer tourism market, and the cultural consumption trend behind it has also attracted attention, being seen as a footnote to the upgrading of tourism consumption quality.
In recent years, with the rise of new consumer entities, the iteration of new consumption content, and the adjustment of new consumption patterns, cultural and tourism consumption has continuously improved and upgraded, becoming a driving factor for the development of the cultural and tourism industry. The rise of the youth and silver haired consumer groups has forced the cultural and tourism industry to become increasingly diversified, digitized, personalized, and age appropriate in product design, scene shaping, service supply, marketing and promotion. In addition, the trend of interaction between urban and rural consumption spaces is further highlighted. Especially since the outbreak of the epidemic, short distance, high-frequency micro vacations have become an important choice for tourists' travel. With the flow of markets from large and medium-sized cities to surrounding mid to high end leisure destinations, the suburban consumer market continues to expand, and the demand for consumption in lower tier markets continues to be released, driving the development of various types of red rural tourism, folk rural tourism, and leisure vacation tourism. Urban and rural areas are interdependent markets, reshaping the new spatial pattern of cultural and tourism consumption.
Along with the upgrading of cultural and tourism consumption, there is also a deepening of public cultural belonging and identity. From the demand side, in recent years, the Palace Museum and Shanghai Museum have gained popularity in the field of cultural and museum tourism, as well as the Sanxingdui New trend, reflecting the increasing attention and spiritual and cultural needs of the public for the excavation, protection, and inheritance of cultural relics. From the supply side, the underwater dance program Wonderful Tour of the Dragon Boat Festival, which was screened during the Dragon Boat Festival, also inspired us to organically integrate local culture, tourism resources and regional features, integrate Internet thinking and China-Chic elements into traditional culture, and stimulate cultural relics in a new artistic form. The awakening of this culture will enable cultural tourism products to coexist with the cultural background of the destination, and promote the continuous breaking through of excellent culture.
It is necessary to continue to focus on culture to accelerate the development of the cultural and tourism industry. By building new platforms, creating new content, and integrating new technologies, the development of the cultural and tourism industry can become a focal point for enhancing national cultural confidence, promoting the influence and dissemination of Chinese culture. On the one hand, new platforms can be built in space by relying on the construction of national cultural parks such as the Great Wall, Grand Canal, Long March, and Yellow River. Linking spatially dispersed cultural elements with local tourism resource development, socio-economic development, and cultural industry enhancement, promoting the evolution of small tourism to big platforms and big ecosystems, and making cultural tourism an effective path for local poverty alleviation and rural revitalization.
At the same time, we should optimize the market adaptability of cultural and tourism supply through innovative formats, service innovation, and brand innovation, and create cultural and tourism products with rich Chinese cultural characteristics. In cultural and tourism public services, new technologies also need to be integrated. At present, there have been many new attempts in the digital activation of cultural and tourism resources, the digital improvement of cultural and tourism consumption environment, and the digital expansion of cultural and tourism communication channels. The next step is to encourage Internet enterprises to participate in the digital construction of basic public services for cultural and tourism, including accelerating the construction of digital cultural resources archives and databases, and characteristic culture cloud museum, and building it into a platform that gathers many excellent traditional Chinese culture IPs. In order to support multi subject participation in cultural research, expand cultural education channels, and promote excellent culture to the international market.
The main points of this article can be found in Wu Zhicai and Huang Shihui Activate cultural production factors in the tourism industry [N]. Guangming Daily, June 17, 2021 (02)