With the advent of winter, many cities in China have entered the traditional tourism “off-season”. How to design and build winter tourism products and win the winter tourism marketing war?
Shanxi chooses to take the Internet plus as a breakthrough, integrating VR, AR, live platform and big data to enrich the content of immersive style travel experience, and to strengthen Shanxi’s “digital tourism industry”.
Taiyuan recently organized a number of online and offline interactive activities. The total number of votes in the online selection activity of “the best tourist route in beautiful Taiyuan in my mind” exceeded 370000. The vlog competition of “n reasons to fall in love with Taiyuan” broke through 15 million microblog topic readings. Taiyuan also carried out online video live broadcasting activities in Jinci, ancient county city of Taiyuan, Tianlongshan, Taishan, Taiyuan Fangte, etc., fully displayed Taiyuan cultural and tourism resources, and realized online circle pink and offline punch in.
“Tiktok city in Taiyuan ranks the tenth most popular card in daily attendance. Liu Wei, a relevant staff member of Taiyuan ancient county city, told reporters that through the flexible use of Internet publicity, Taiyuan ancient county city has become a new popular online card punching place in Taiyuan and a beautiful window to show Shanxi style.
It is with the Internet thinking and digital concept that the “off-season” is not “light”, but has become a good opportunity for Shanxi to expand publicity and overtake in curves. It is understood that the ancient county city of Taiyuan has ranked second in the national list of must punch in places of interest in meituan big data for four consecutive months. This year’s National Day holiday, the total traffic volume of Zhonglou street in Taiyuan ranks first in North China. By the end of October, the number of passengers on the clock tower street had exceeded 3.1 million, becoming a veritable “king of popularity”. In late October, Taiyuan ranked among the top ten beautiful cities in China in 2021 and the top 100 “online Red cities” in 2021, and the popularity and reputation of “Tang fengjinyun · splendid Taiyuan” brand increased significantly.
A wide range of ideas. At the fourth China International Fair in the past, immersive experience became an important means of cultural tourism promotion in Shanxi. Shanxi Digital Live cloud promotion entered the fair for the first time, strengthened the connection between Shanxi exhibition hall and China International Fair through immersion, connection and interaction, and presented the history and culture of Shanxi, famous agricultural specialties and wonderful stories from multiple perspectives, so as to let the world see the great beauty of Shanxi.
“I’ve been longing for the history and Humanities of Shanxi for a long time, but I haven’t had the opportunity to go. Today, I visited the exhibition hall and experienced a handful of Pingyao ancient city and Yungang Grottoes through VR live scenes. It’s so shocking.” Li Qi, a tourist from Shenzhen, said, “I have tasted old vinegar and Shanxi Fen Wine. When the epidemic is over, I have to go to Shanxi to feel what I say.”
The “hard core” technology put forward by the “fashionable” Shanxi cultural tourism has also been affirmed by relevant national ministries and commissions. Recently, the Ministry of culture and tourism announced the pilot list of national tourism science and technology demonstration parks, and Shanxi culture and tourism digital experience museum was successfully selected. It is understood that the pavilion is the first digital comprehensive experience Pavilion integrating provincial culture and tourism in China, and has won the “top ten innovative projects for the integrated development of national culture and tourism” in 2020. With the theme of “ancient Chinese civilization · good scenery of Shanxi”, the exhibition makes full use of artificial intelligence, mixed reality, holographic imaging, AR, VR, somatosensory interaction and other technologies to break the boundaries of history, art and technology and reproduce the 5000 year civilization of Shanxi.
“The ‘immersive experience’ has great potential. Through the space creativity of the combination of virtual and real, it can effectively improve the participation of visitors and tourists.” Wang Aiqin, director of Shanxi Provincial Department of culture and tourism, said that at present, Shanxi is making every effort to create a series of immersive experience boutiques based on characteristic historical and cultural resources. In the next step, Shanxi will make full use of various digital technologies, innovate the communication mode of cultural tourism, promote the deep integration of digital formats and cultural tourism, and promote the high-quality development of culture and tourism in an all-round way.