The store closed down and moved to a cruise ship? Scripts stifle evolution. Can travel and play attract young people?

"Bang bang!" On the boarding bridge of the cruise ship, Antoine, who was waiting to board the ship, heard a gunshot from behind the team and there was a small commotion in the crowd.

On the deck, the newsboy shouting "Extra Extra Extra" is running around, and the overbearing inspector is striding towards the ship. Dance music from the 1920s and 1930s was playing in the ballroom, and the girls in cheongsam sang beautifully.

This is not a TV series, but a real script killing incident that happened on the cruise ship Yin Zhi in Wuhan. Exchange clues with bartenders in the bar of the cruise ship, and resume reasoning while doing SPA in the hotel ... As script killing becomes a new outlet, script killing is becoming a new tourist destination, and playing script killing in scenic spots, homestays and other scenes becomes a reality.

In less than half a year, the script killing industry on the hot search has experienced a "two days of ice and fire" from "the market scale exceeded 654.38+0 billion yuan" to "the number of closed stores doubled", and tourism needs to be revived urgently after the epidemic. What kind of sparks can the tourism industry in trouble collide with in the face of cross-border integration of shuffled scripts?

Make a "fly" to push hard.

During the Qingming small holiday this year, Antoine took the "Feitian" flight to Wuhan. This is not his first time in Wuhan, but this time he was killed because of Yin Zhi's cruise script. In order to have a better immersion experience, he also changed into a robe and coat.

The story is set in the 1930s of the Republic of China, and it is a story of camp confrontation about "defending Wuhan". There are 20 NPCs on board, including the president of the Chamber of Commerce, the newsboy, the gendarmerie and the underground party. Antoine chose the righteous side, and his task was to prevent the "enemy" from transmitting "information" by chatting and exchanging information with NPC.

As a script that kills "intermediate players", Antoine thinks the script is moderately difficult. Real cruise scenes and various NPC performances make the game more immersive than ordinary desktop scripts. "After all, it is a big cruise ship, which can completely present a grand story."

However, the large-scale script killing of 200 people does have a lack of immersion. Antoine recalled that when multiple players were doing the same task, everyone needed to talk to the same NPC. "Everyone is crowded in their own rooms, and one room can't hold so many people. It will be a bit uncomfortable to wait or take other tasks at this time. "

On social platforms, there are not a few players like Antoine who have made a special trip to a certain city. In addition to the bosom friend number, in May, Flying Pig also released a cruise script to kill Weibo, which was collected by internal test players and forwarded more than 5,000 times, and received more than 50 resumes/kloc-0; Jiezi Ancient Town in Sichuan has turned the scenic spot into a "martial arts Jianghu" for script killing, and the "two days and one night" immersive script killing has blossomed all over the country.

Hotels are also becoming a new scene of script killing. In May, Kaiyuan Hotel and NINES Reasoning Hall announced the cooperation in developing "Hotel+Script Kill" immersive real-life game products. According to Ma, one of the founders of NINES Reasoning Hall and general manager of Orange Wish Cultural Center, the scene of hotel script killing can be divided into desktop script killing, realistic script killing and "two days and one night" script killing from light to heavy.

Relevant data show that among the people who traveled on May 1 this year, "post-90 s" accounted for more than 50% and became the absolute main force. Compared with the same period of 20 19, the growth rate of the "post-90s" group reached 1.85 times, and that of the "post-00s" group reached 2.5 times, making the young group the fastest and most dynamic group.

Young people are becoming the main force in the tourism market, and the combination of "tourism+script killing" is exactly what young people want. In the view of Ling Xi, an integrated marketing expert in Flying Pig Marketing Department, the way young people travel is changing. Seeing the scenery is no longer the main purpose, and the sense of experience and freshness is becoming more and more important. "Many people go to Changsha for a cup of colorful milk tea, and Chongqing for a hot pot."

Mutual "transfusion" between tourism and script killing

In addition to attracting young people, the troubled tourism industry and the script that faces reshuffle also need each other.

Wu Liyun, an associate professor at beijing international studies university China Institute of Culture and Tourism Industry, said that there are nearly 10,000 star-rated hotels in China, with an average annual profit of about 600,000 yuan. In 2065,438+09, the total profit of national star-rated hotels totaled 5.559 billion yuan, down 28.95% year-on-year. In addition, there are countless homestays and hotel chains, and the difficulties brought by competitive pressure make hotels have to find other ways to remain competitive.

According to relevant data, Jinjiang, Zhu Hua and BTG Home Inns all showed a downward trend in the third quarter of 20 19, and the growth of room income was weak, while the non-room income was still in the exploration stage.

Therefore, many hotels have begun to make efforts in space renovation to increase non-room income, such as increasing bookstores, bars, cafes and other places, or building theme hotels such as e-sports, movies and music. Wu Liyun believes that embedding elements in the script is also a way to increase the competitiveness and attractiveness of the hotel.

Ma introduced that it was also a 3-4-hour live-action script. When building a reasoning shop, all the scenes need to be restored. But in the hotel, you can save a lot of venue costs, and you can also combine the hotel's existing spa services, shooting halls, swimming pools and other facilities. In the later operation stage, hotel employees can be transformed into NPC killed by the script through training.

Scenic spots are also facing a situation of weak growth. In recent years, many scenic spots have become "one-off" attractions, and tourists have vomited "not to regret for a lifetime, but to regret for a lifetime". According to a survey conducted by Dong Guanzhi, vice president of the Institute of Tourism Planning and Design of Jinan University, the highest revisiting rate of China scenic spots is 28.3%, while that of Tokyo Disneyland is as high as 83.6%.

According to Linxi's observation, before the construction of "Ancient Town+Script Killing" in Jiezi Ancient Town, Sichuan, most tourists were round-trip tour groups on the same day, mostly middle-aged and elderly people. After the opening of the scenic spot script, it has increased the attraction of young people to play here to some extent.

"Many scenic spots are not widely known. Script killing is a very good form of publicity for scenic spots, and different experiences can also increase their repeated visits. " Kou Zhong, head of Flying Pig Marketing Department, said.

The script killing industry also needs the "blood transfusion" of the cultural tourism industry. "The market scale has exceeded 654.38 billion yuan" and "the number of closed stores has doubled" are carried out simultaneously. Behind the slogan seems to be store rent and increasingly fierce price competition, as well as high scene layout costs and copyright fees for high-quality scripts.

There is no future to go back to the original, and many practitioners have left in dismay. The idle fish index shows that in April this year, the number of scripts, props and shop tables and chairs resold by idle fish on the grounds of "closure" increased by 1 10% compared with that in March.

Wu Liyun believes that script killing and tourism are both highly experiential industries with the same tonality. However, whether it is a star-rated hotel or a tourist attraction, its own popularity can bring traffic to the script killing.

On June 5438+065438+1October 18, 2020, the Opinions on Promoting the High-quality Development of Digital Culture Industry issued by the Ministry of Culture and Tourism proposed to support cultural relics units, scenic spots, theme parks and park blocks. Use cultural resources to develop immersive experience projects and develop immersive tourism performing arts and immersive entertainment experience products.

According to the data of "Fantasy 2020 China Immersion Industry Development White Paper", in 20 19, the total value of the global immersion industry reached 501900,000 US dollars, and the total value of the immersion industry in China also jumped to 4.82 billion yuan, and the number of immersion experience projects reached1kloc-0/00.

However, immersive tourism has also been criticized for relying too much on technical special effects and lacking content elements. Linxi believes that compared with other forms of immersive projects, script killing can better integrate the cultural elements of tourist destinations and even achieve the purpose of entertaining.

The next vent?

Obviously, there is still a long way to go before the script kills tourism in its infancy.

"Tourism is a traditional industry, and many products are very solid." Linxi introduced that it is not easy for practitioners who have been immersed in the traditional tourism industry for many years to accept the script to kill this new thing. At the beginning, the cruise ship learned that it was necessary to modify and decorate the venue, and there were many concerns. In order to improve each other's acceptance, Linxi's team even played several scripts with the ship.

As a content industry, a good script is always the core of script killing, which is a seamless reasoning game. When the script killing scene expands from the desktop to scenic spots and hotels, it will inevitably put forward higher requirements for the quality of the script.

According to reports, it takes a long time from the beginning of script creation to landing, not only to lay props, but also to test and modify them repeatedly. It takes six months to a year to mature, and it will take some time to be verified by the market.

Compared with ordinary desktop script killer, travel script killer has higher investment cost and lower fault tolerance rate. Wu Liyun pointed out that whether the tonality of the script is consistent with the scenic spot and whether there is sustainable high-quality content will become a big challenge of "literary travel+script killing".

Wu Liyun proposed that building a complete industrial chain and forming his own script to kill brands is one of the ways to solve the problem of script content output. For example, the hotel management brand Patek House announced that it would hatch its own script to kill the brand "Sweet Water Town".

Ma Yuting also said that the reasoning hall and the hotel are only terminal scenes. To become a script to kill a brand, you need to have the ability to output content, put it on the ground and operate the market.

In addition to content output, how to ensure the game experience of script killing players without disturbing ordinary tourists is another test for the practitioners of "literary travel+script killing". The management of the playground and the supporting safety facilities need to be considered more carefully.