Tourism+Quyi Culture IP: Qugao Widow or Qujing Wonderful?

"The Forbidden City, the Great Wall, the Bird's Nest ... I'm glad you came, Beijing, but I'm so tired. It seems that overpass is quite famous. Let's sit and have a rest with a bowl of tea and watch acrobatics. "

"After visiting Kuanzhai Lane, let's eat authentic snacks in Chengdu. It is said that you can also watch Sichuan Opera change your face by the way! "

"Tianjin Binhai New Town is very beautiful. I'm going home soon. Why don't I go to a cross talk on the way? "

……

This conversation may happen every day. Beijing opera, Sichuan opera and cross talk ... these early years were labeled as "middle-aged and elderly", "old-fashioned", "too literary" and "incomprehensible". Some ups and downs of traditional culture seem to put down their posture and begin to integrate into tourism life, which is gradually accepted by modern tourists and young tourists.

However, it is not difficult to find that selective words such as "by the way", "by the way" and "by the way" appear frequently, and the subordinate position of Quyi consumption is becoming more and more obvious, which has not widely become one of the reasons why tourists have to come.

Li Jinzao, director of the National Tourism Administration, put forward six new elements of tourism, namely "business, teaching, learning, leisure, romance and novelty", hoping to bring new vitality, new breakthrough and new development to the tourism industry. Under the new situation, Quyi culture IP is integrated with tourism industry. What core works and innovative forms can help them show their cultural charm and achieve wonderful transformation?

1, "go" and "go"

Keywords: platform construction

Building a commercial platform with perfect system, depth, extensibility and vitality is the first priority to make Quyi culture bigger and stronger, and promote the integration of performing arts platform, capital platform, talent platform, marketing platform and industrial platform with the construction of large platform.

As a national intangible cultural heritage, the Northeast Errenzhuan was only a local folk art culture in the early days, and it was really widely recognized by Chinese people from around 2000, when Zhao Benshan brought it to CCTV Spring Festival Evening.

Taking Benshan Media as the representative, it has integrated various communication platforms and performance forms such as stage, film, television, radio and music, and experienced "media promotion, celebrity effect", "commercial operation and brand building" through a series of measures such as establishing Liu Laogen's big stage, shooting a series of TV series "Country Love Story", building a small e-commerce platform "Happy Mall" and establishing Benshan Art College of Liaoning University.

2. "Xiu" and "Qu"

Keywords: pension industry, silver-haired tourism

Solving the problem of providing for the aged has become a national strategy. The state encourages the development of six old-age care industries, namely, health management service industry, rehabilitation nursing industry, domestic service industry, cultural education industry, livable service industry and financial management industry.

Quyi culture has a broad audience base among middle-aged and elderly people. Taking the development of culture and education industry and livable service industry for the elderly as an opportunity and breakthrough point, Quyi culture can make 2 1.2 million elderly people become an important support for its development by means of pension industry, building themed living environment for the elderly, normalizing cultural performances, cross-regional cultural exchange activities, and developing Quyi culture themed pension tourism products.

3. "Learning" and "Qu"

Keywords: education industry, research tourism

The study of Quyi has experienced a diversified education system of "professional group+professional college+general education", and the quintessence of Peking Opera has even entered the extracurricular learning classroom of primary and secondary schools in Beijing. The integration with the education industry is conducive to expanding the market awareness, acceptance and love of Quyi culture.

The development of research tourism makes the audience of Quyi gradually younger, which has a positive role in promoting Quyi culture to break the geographical restrictions, cultural barriers and age gap.

4. "Leisure" and "fun"

Keywords: leisure vacation, folk culture

In the era of mass tourism, leisure vacation has been really close to the life of modern people, especially rural leisure tourism has become a hot spot in tourism development. "You can see the mountains, but you can't forget the water, and you still remember homesickness". Landscape is the carrier, homesickness is the connotation, homesickness is rooted in culture, Quyi is the artistic expression of local culture, and it is the concentrated expression of regional cultural characteristics and feelings of regional life. Therefore, the integration of Quyi into leisure tourism and rural leisure is the return of culture and the value of Quyi.

Creating cultural atmosphere, creative cultural landscape, holiday hotspots and event topics with Quyi will be an important means to give full play to the advantages of leisure and vacation.

5. "Love" and "Qu"

Keywords: situation, cultural phenomenon, global atmosphere

Quyi cultural tourism products want to be "one of the reasons why a city has to come", so the four tasks of promoting unique cultural phenomena, creating a cultural shrine with a sense of pilgrimage, creative and participatory tourism experience, and creating a global atmosphere have become important grasping hands.

The "1+4" model of "scene-based theme scenic spot"+"cultural town, resort, urban service and creative area" is an important measure to build a multi-functional compound cultural park as the core, establish cultural selling points and implement cultural carriers, and will promote the simultaneous promotion of related industries, urban landscapes and cultural activities in the city.

Baofeng County, Pingdingshan City, Henan Province was built around Majie Bookstore, which is one of the three major bookstores in China with a history of 700 years. As one of the key tourism work in the 13th Five-Year Plan of Tianjin, the "Tianjin Memory" Wenchuang Park, which is built around traditional folk art and culture such as cross talk, is the representative of trying first.

6. "Odd" and "Bending"

Keywords: novelty, mystery and fashion

Grasping tourists' curiosity and exploring secrets, excavating mysterious techniques and professional skills in traditional folk art forms, and presenting them in fashionable performance forms to attract attention are important breakthroughs in activating traditional culture.

At present, successful attempts, such as Sichuan opera changing face, close-up magic in magic, Wuqiao acrobatics and so on. , are a combination of circus, opera and other international fashion elements, but also one of the important means to achieve innovation in content and expression, such as O show, water show, Han show, Golden Face Dynasty and other performances have been successful.

Up to now, there are about 400 kinds of folk songs of various nationalities living in China, which are similar to each other, exist independently and have their own personalities, forming a prosperous scene of Quyi culture. Quyi, as the most national and folk performing art in China, has profoundly influenced and cultivated China people's artistic aesthetic taste and spiritual temperament. With the arrival of the era of mass tourism and the increase of new six-element tourism products, the spring of Quyi culture is coming in the wave of tourism.