Innovations in cultural tourism planning during the 14th Five-Year Plan period

Innovation is an important guarantee for the high-quality development of cultural tourism integration in the new era. The introduction of the "14th Five-Year Plan" cultural tourism development plan is of great significance in guiding cultural tourism integration and will guide the cultural tourism industry in the future. healthy development. So, in the era of life where “experience is king”, where is the innovation in cultural tourism planning?

1. Tourism format innovation

Focusing on the nine basic elements of "food, accommodation, transportation, travel, shopping, entertainment, toilets, guidance, and intelligence", "business, nutrition, Based on the nine major development factors of "learning, welfare, emotion, wonder, culture, sports and agriculture", we will carry out business innovation, build new business models, and form new momentum for consumption expansion.

2. Tourism product innovation

Including three aspects: single business product innovation, tourism comprehensive product innovation, and tourism route product innovation.

(1) Single-format product innovation: Based on the "Eighteen Major Elements" of tourism, form personalized and high-quality single-format products, such as toilet restaurants, treehouse hotels, specialty shopping, low-altitude flights, and ecological toilets , AR tour guide, AI escort, intelligent management system, etc.

(2) Comprehensive tourism product innovation: refers to tourism product innovation that integrates multiple single products and service functions based on a comprehensive development structure, including scenic spots, resorts, tourism complexes, and special features Innovation in small towns and rural tourism products.

(3) Tourism route product innovation: refers to segmenting groups, innovating themes and other methods to achieve unique route combination product innovation that meets the personalized and diversified needs of tourists.

3. Applied technological innovation

Comprehensively utilize the four major technological innovations: new network information technology, exhibition and interactive experience technology, new resource and environmental protection technology, and new design and manufacturing technology to promote Cultural tourism integration plans high-quality development in product design, scenic spot construction, service improvement, management upgrade, etc.

4. Cultural tourism IP innovation

The essence of cultural tourism IP innovation is cultural improvement. IP introduction is an important starting point to promote the development, construction and operation of tourism-led happiness industries, cultural tourism complexes, cultural tourism destinations, etc. It is an important means to revitalize their existing stock assets and promote their healthy development.

(1) Industrial IP: including manufacturing, handicrafts, tourism, cultural entrepreneurship, health care industry, education industry, sports industry, etc.

(2) Project IP: including characteristic towns, restaurants, hotels, folk customs, etc., such as Kumamon Bear, movie-themed restaurant-Porridge Star, Hello Kitty-themed hotel, etc.

(3) Service IP: including community education, commerce, finance, decoration services, creative home furnishing, parent-child, maternal and infant services, green food, property management, etc.

(4) Cultural IP: including literature, games, animation, film and television, etc., such as Dream of Red Mansions, World of Warcraft, Batman, Inception, Godzilla, etc.

(5) Operational IP: including operational IP in parks, scenic spots, commerce, real estate, conferences, etc., such as Wuxi Film and Television City, Wanda Real Estate, OCT Happy Valley, Disneyland, etc.

5. Innovation in cultural tourism business models

Such as the sharing economy model, maker model, club model, crowdfunding model, decentralized vacation model...

6. Cultural tourism marketing innovation

Cultural tourism marketing innovation means using various new media as the main means of communication and promotion, from multiple angles and multiple perspectives such as content, form, and channels. Innovate in aspects. Flexibly use new media marketing methods to establish a multi-faceted and comprehensive integrated marketing system that integrates culture and tourism to achieve the multiple functions of enhancing brand influence and increasing tourism economic and social benefits.

(1) Marketing content innovation: cultural and creative IP marketing; event marketing...

(2) Marketing form innovation: VR/AR experience marketing; variety show marketing; based on big data, LBS Precision marketing; circle marketing...

(3) Marketing channel innovation: "Internet celebrity + short video + live broadcast" marketing; self-media marketing...