Temple tourism began to quietly prevail among young people. Ctrip data shows that since February this year, among the people who booked tickets for temple scenic spots, after 90,

Temple tourism began to quietly prevail among young people.

Ctrip data shows that since February this year, among the people who booked tickets for temple scenic spots, the post-90 s and post-00 s accounted for nearly 50%. Young people are becoming the main force to ignite the temple's vigorous incense.

At present, the way to relieve stress is not only camping, frisbee and cooking tea around the stove, but also young people are beginning to seek release in temples and surrounding scenic spots. In addition to decompression, novel elements such as temple cultural and creative products and intelligent AI are also attracting young people to stop.

However, what enlightenment does this small trend of young people and temples bring to the cultural tourism industry?

Young people in the eyes of many temple workers

At present, the trend of cultural tourism industry, in addition to seaside holidays, theme parks and so on. There are also a wave of young people who pin their relaxation on their temples. Originally knocking wooden fish on the mobile phone was transformed into action and experience by them.

"Wine Management Finance" learned from the relevant persons of Nuonata Hospital in Lushan Scenic Area, Jiangxi Province that most of the people who come to Tayuan to experience now are after 90 s and 00 s, and there will be three activities in the Tayuan every month. The activities in February this year have been fully reported.

Relevant personnel of Guangzhou Giant Buddha Temple told Jiuguan Finance that from the crowd, there are many young people who come to * * *.

"Wine Management Finance" found that young people will not only stay and play in temples and scenic spots for a short time, but also choose meditation camps in temples and scenic spots to seek a short rest, and then go down the mountain to face life again.

This small trend is also reflected in the OTA platform.

Ctrip data shows that since the beginning of this year, the number of tickets for temple-related scenic spots has increased by 3 10% year-on-year. Judging from the popularity of search, the temple scenic spots with high attention in the near future include Lingyin Temple, Putuo Mountain Scenic Area, Hanshan Temple, White Horse Temple Wild Goose Pagoda, Shaolin Temple and so on.

In terms of time, weekends are a popular time for young people to go to temples.

On the Ctrip platform, except for holidays, the average daily orders of temple-related scenic spots have doubled in the past three months. Last weekend (February 18-19), the increase reached 150%.

In contrast, taking theme parks as an example, the average order volume of tickets for related scenic spots last weekend increased by 75% compared with the average order volume on weekdays.

In addition to tourism and leisure, some temples have also spawned more things that young people like in the new social context.

For example, the industrial company of Shaolin Temple opened a coffee shop named Bates in yongfu temple, Hangzhou, which deals in vegetarian cakes, sporting goods, cultural goods, tourist souvenirs, etc., and it is frequently circulated on various social media. Interestingly, the American style of this coffee shop is called a tea bucket, a latte is called a snow block, and a blind coffee box is called Suiyuan.

In Hangzhou Ji Xiang Temple, tourists can not only buy vegetarian bracelets, but also the historical and cultural block next door is a good place for young people to eat, relax and drink coffee.

The enthusiasm of young people and the blessing of science and technology.

Not long ago, Chatgpt was very popular, and an interactive robot Kenji robot monk was launched in Beijing Longquan Temple. The temple also opened its own Weibo for it, and many young people interacted with it through Weibo. Therefore, Longquan Temple is also known as the IT Strong Temple by the outside world. In addition, I also studied kung fu in Xiaolou, Shaolin Temple, and attracted countless fans.

According to the exclusive knowledge of Jiuguan Finance, Ctrip recently launched cultural tourism products related to temple tourism, such as temple theme and group tour products (such as Putuo Mountain and group tour, Wutai Mountain private group, etc.). ), and the creative surroundings of one-stop Buddhist cultural tourism (such as sandalwood perfume, wooden fish, digital collection electronic wooden fish, etc.). ).

So why have young people flocked to temples in the past two years?

Shu Boyang, vice president of china tourism academy Wuhan Branch and professor of tourism management department of Zhongnan University of Economics and Law, told Jiuguan Finance that, first of all, some young people began to pursue inner peace instead of external stimulation.

Another reason is that after this phenomenon appears, other young people yearn for it and think it is a trendy label.

Shu Boyang said that from the perspective of consumerism, young people going to temples is like a symbol, that is, I am different from others. Generally speaking, this is a manifestation that young people in the whole society pay attention to spiritual values.

In this regard, the Noda Research Institute believes that more young people want to relax, experience a different life, or stay in the mountains for a few days to watch the sunrise and sunset. In terms of fees, there is no need to pay tickets for Lushan Scenic Area and room and board for Tayuan.

In Jiuguan Finance's view, with the rise of short videos, the Zen content creators of some temples have emerged in an endless stream, constantly exporting antique temple cornices, lyrical and ethereal soundtracks, and life-philosophical copywriting. Don't love too much, don't sleep too late, it will drive Zanji to pay attention to triple unlucky.

The promotion of information flow and the emotional expression that life is not easy to escape in a short time after the epidemic have also given birth to young people who have just stepped into society to find a quiet place.

Behind the temple complex of young people is a compulsory course for literary travel.

Although going to the temple to burn incense and meditate for a short time is only a small trend of some young people, according to the data of various OTA platforms in the past, the post-95 s and post-00 s groups are gradually becoming the main force of cultural tourism. Through their behaviors and preferences, we can also see the creation and design of cultural tourism products.

Shu Boyang also believes that the cultural tourism industry should grasp this trend of socialization and grouping in time, and industry professionals can create targeted products, not just labeling.

In addition, he believes that tourism products are sensual and spiritual. The industry needs to gradually sublimate the spirit of tourism products and guide tourists to pursue more internal experiences.

In fact, this is also a trend of cultural tourism to constantly create content and explore the spirit.

For example, only the Henan opera "Fantasy City" tells the story of Henan to the world with the profound Central Plains culture as the theme, art as the technique and unique oriental architecture as the carrier.

In terms of product types, only Henan is a theme park product, and the only attraction here is drama.

Only the birth of the Fantasy City of Henan Opera is a landmark event in the development of China Theme Park, which makes people realize that the theme park is no longer just a simple combination of entertainment IP+ amusement equipment+entertainment. More importantly, it takes drama as the main body of consumption for the first time instead of foil.

From the content, the performing arts are no longer simply seeking tourists to be happy, but bring profound spiritual enjoyment to the audience through the unique tension of drama.

Different from the Western theme parks such as Disney and Universal Studios, it fully shows the culture and values of China. Through the powerful sensory impact brought by the grand narrative and the integration of multimedia and multi-artistic forms, the context and scenes of China's historical and cultural development are displayed, so that consumers can find a sense of glory and feelings of home and country.

The creation of cultural tourism products can also borrow Wang Chaoge's point of view. Spiritual products are not piled up with cultural resources, but creators should examine these cultural resources with a proposition that they already want to express, and use it as material to express their thoughts on the world.

For example, at 8: 30 in Suzhou, Suzhou plans to show Suzhou's night scene, business, culture, food and other contents through multiple blocks, and create a new dimension of observing the city and urban experience in a fashionable way. After transcending the hustle and bustle, tourists will gradually calm down after experiencing the urban culture.

To sum up, young people want to go to the temple in order to return to their blood and be affirmed at the spiritual level. The promotion and strength of cultural tourism is actually to link scenic spots, theme parks and cities through content planning, so that tourists can satisfy and release their spiritual core.