Original title: how the cultural tourism industry embraces “metaverse” & nbsp;
Text / Yangcheng Evening News reporter Li Cungen
In the past month, “metaverse” has become a hot topic on the Internet. For the tourism industry at a relatively low tide, the concept of “metaverse” with its own flow has also begun to land. Zhangjiajie has become the first scenic spot in China to set up a metaverse Research Center, and some famous scenic spot operating enterprises have also begun to explore “metaverse”. Why is “metaverse”, which is still unfamiliar to the public, so valued by the tourism industry? Is it a concept hype or a promising transformation direction of the scenic spot under the support of technology?
[news background]: meet “metaverse”
Metaverse, or metaverse in English, originated from the science fiction snow crash published by Niels Stephenson in 1992. In the novel, the author constructs a parallel world separated from the physical world, in which people have a virtual identity corresponding to themselves in reality, and can act and even live in the virtual world with this virtual identity. The emergence of the concept of “metaverse” symbolizes that people are bringing this “fantasy” into reality. “Metaverse” is a virtual world linked and created by scientific and technological means, mapped and interacted with the real world, and a digital living space with a new social system.
In fact, before the concept of “metaverse” became a hot word on the Internet, its basic elements had existed for a long time. However, this word, which has existed for nearly 30 years and was born from science fiction, has not attracted wide public attention before. To be exact, “metaverse” is not a new concept. It is more like the rebirth of a classic concept. It is the concept materialization under new technologies such as extended reality (XR), blockchain, cloud computing and digital twins.
By this year, Chinese industry giants Tencent, Baidu and other enterprises have successively announced to enter the field of metaverse, and relevant concepts have also become a hot spot in the stock market and a publicity gimmick in the cultural tourism industry. At the end of October, the famous foreign network technology company “facebook” was renamed “meta”. It is said that the core of this strategic measure is to invest heavily in metaverse – metaverse. This has contributed to the rapid popularization of the concept of “metaverse”. The world cultural and tourism giant Disney Company also recently mentioned that Disney will establish its own “metaverse” to connect the real and virtual world more closely, cross borders and create more IP stories.
“Metaverse” landing in China’s tourism industry
Due to the impact of the epidemic, major technology companies and scenic spot institutions have also launched online virtual tourism services, and the related advanced technologies such as VR and 5g are gradually integrated into them, but this has not brought subversive changes to the tourism industry. Now, the “metaverse” out of the circle is gradually landing in China’s tourism industry.
The reporter found that Zhangjiajie, Qujiang cultural tourism, Haichang Ocean Park and other scenic spots are exploring the concept of “metaverse”. On November 18, the Zhangjiajie metaverse research integration development seminar and the listing ceremony of Zhangjiajie metaverse research center were held at the wujiayu ticket station of Wulingyuan District big data center. Since then, Zhangjiajie has become the first scenic spot in China to set up metaverse research center. Zhangjiajie metaverse research center is located in the office of the leading group for digital transformation of high-quality tourism development in Wulingyuan District, Zhangjiajie. “Metaverse research” will become an important research content of digital transformation in Wulingyuan District.
The world’s first metaverse project, Datang Kaiyuan, based on the historical and cultural background of the Tang Dynasty, was jointly built by Datang sleepless city under Qujiang cultural tourism and Taiyi group. According to the official account of Datang night city, daytime city is a tourist attraction and leisure shopping space. But with the technology of sound and light in the evening, it becomes a space and time tunnel, which makes tourists immersed in the Tang Dynasty. Datang never night city also takes tourists to “travel around” nearby supermarkets and museums by means of live broadcasting.
As a leading enterprise in the field of deep integration of culture, science and technology in Guangdong Province, Lifeng culture has rich industrial practice in four business segments: night economy in scenic blocks, immersive cultural tourism performance, public cultural services and cultural tourism business complex, urban renewal and Rural Revitalization. In September this year, it proposed the brand matrix of the C-end product “404metaverse” and the entertainment culture complex with cyberpunk as the main body. It uses the visual impact symbol elements in cyberpunk culture, adopts the expression method of science and art integration, and includes many classic sci-fi IP contents of novels, films and games in recent years, integrating them into the creation of cultural and tourism scenes. While meeting the pilgrimage clock in needs of the current young people, it provides a different consumption experience for the current generation Z consumer group with rich and novel formats.
Space time travel immersion cinema is one of the signature formats of the “404 metaverse” brand layout, which is deeply welcomed by the audience. Through 5g + and naked eye 3D, mechanical movement and other cutting-edge technical means, combined with refined content production, it realizes the immersive full sensory stimulation and experience of real body feeling, touch, smell, hearing and vision, so that the audience can travel through time and space by taking the special train of time and space travel, integrate into the role, forget themselves, and experience the ups and downs, the vicissitudes of the earth, the changes of the stars The grandeur, shock, surprise and stimulation of ancient and modern civilizations have become the new explosion point of cultural and tourism experience in the destination of cooperation.
“Metaverse” in the scenic spot is not only a “gimmick”, but also an inevitable result of technological development
Li Mingjian, director of the cultural and tourism industry research center of Guangdong Decision Research Institute, believes that the relatively unfamiliar “metaverse” of the public is not mysterious and irrelevant. From the perspective of the tourism industry, it is an experience of multiple dimensions and a breakthrough port for upgrading from the Internet era to the Internet of things era. Therefore, the network technology giants and the cultural and tourism industry are very eager to embrace it “Metaverse”。
In Li Mingjian’s opinion, “metaverse” is a “gimmick” for the scenic spot to hype the topic and attract traffic. Among them, the content of immersive experience is widely spread, which has brought some traffic attention in the actual marketing publicity. However, for the cultural and tourism industry, “metaverse” The integration of smart travel under the concept is more important. In recent years, scenic spots everywhere are vigorously building “smart tourism”, and the emergence of the concept of “metaverse” is also the necessity of the development of intelligent infrastructure and technology in scenic spots.
Li Mingjian said that with the development of technology, the popularization and improvement of the concept of “metaverse”, in addition to the immersive experience easy to impress tourists, will make the transportation, accommodation, catering, tickets and other platforms on cultural tourism travel more personalized, optimized and integrated, and will also be “metaverse” It also includes that the scenic spot can realize better service experience such as passenger flow monitoring, access control system and unmanned driving in the scenic spot through intelligent management, and reduce the operation cost. Of course, the development of “metaverse” needs the support and standardization of laws and standards in the future.
The 14th five year plan for the development of culture and tourism in Guangdong Province was officially issued by the Department of culture and tourism of Guangdong Province It also pointed out that we should deepen the development of smart tourism, promote the development of high-level scientific and technological tourism products, accelerate the development of tourism digitization, intelligence and networking, promote the application of 5g, artificial intelligence, Internet of things, big data and cloud computing in the tourism field, cultivate new business forms such as cloud tourism, cloud performance, cloud entertainment, cloud live broadcasting and cloud exhibition, develop online digital experience products and create The new smart tourism public service model promotes the creation of new scenes of immersive tourism experience. It can be seen that science and technology has gradually become an important means of cultural tourism transformation.