Seize the opportunity of new digital infrastructure and build a new pattern of smart tourism services

The 14th Five-year Digital Economy Development Plan issued by the State Council and the 14th Five-year Public Service Plan jointly issued by the National Development and Reform Commission, Publicity Department of the Communist Party of China and the Ministry of Culture and Tourism respectively planned the development of smart tourism during the 14th Five-year Plan from the aspects of means of realization and service objectives. The former proposes to promote the integration and development of culture and tourism by digitalization; The latter proposes to further develop mass tourism and smart tourism, innovate the tourism product system and enhance the tourism consumption experience.

The author believes that the new digital infrastructure represented by 5G, big data and artificial intelligence promotes the development of smart tourism, which is not only a positive act to conform to the development trend of digital economy, but also an important way to promote the integration of cultural tourism and improve the service level of public enterprises. Based on the new development stage, the tourism industry should thoroughly implement the concept of digital development, so that smart tourism services can present a new development pattern.

The first is online and offline integration to broaden development channels. In Shandong Taishan Scenic Area, the 5G+VR live broadcast allows visitors to enjoy the sunrise and sunset, and the "Cloud Tour Guangxi" applet allows everyone to visit the beautiful scenery of Guangxi through slow live broadcast. The suppression of offline tourism by the epidemic has also forced the development of online tourism to a great extent. Webcast is not only a real way to display tourism resources in scenic spots and an intuitive means of tourism marketing, but also a warm and meticulous supply service, which can provide reference for tourists to make tourism decisions. Multifunctional high-definition cameras are much better than mobile phones in resolution, color reproduction, picture field of view, night shooting and so on, which can provide better picture effects for tourists. In addition to tourists' own appreciation, it can also be combined with a video call system to allow tourists to share the beautiful scenery in front of them in real time with distant relatives and friends.

The second is the combination of virtual and reality to enhance the tourism experience. In the Red Army crossing the Dadu River Memorial Hall, the 5G+AR content cloud jointly built by China Unicom and Tsinghua Tongheng. It integrates technologies such as 5G, cloud computing and AR, and allows visitors to experience the red history in an immersive way through virtual interaction, historical reproduction and treasure hunting. In the future, this application can set up several different styles of explanation content for different groups, so that tourists can choose according to their own preferences. Scenic spots can count the preferences of different places, different materials and different groups according to the duration and frequency of use, and provide reference for subsequent material update and directional delivery. Moreover, this update can be done at any time in the cloud, and visitors' clients do not need to be replaced.

The third is the exchange of experience and creation to promote the integration of literature and tourism. At present, the increasing frequency of Zhou Bianyou makes tourists look forward to providing repeatable tourism products at their destinations. In particular, if the cultural contents such as history, folk customs and theme leisure in the surrounding areas can be constantly updated, it will often bring high-frequency and high-priced tourism effects. At this time, the deep participation of local tourists is very important. Tourists are not only the experiencers of scenic culture, but also can feed back their knowledge, feelings and related experiences to the scenic spots as materials, which are selected by the scenic spots as explanatory materials for the use of tourists. In this way, the relationship between scenic spots and tourists has changed from one-way service to two-way interaction between service and feedback.

Fourth, artificial and intelligent help each other and lower the threshold of creation. Scenic spots can not only provide tourists with a beautiful experience, but also hope that tourists can actively and spontaneously spread the culture of scenic spots. Through the combination of 5G and AI technology, the camera of the tourist destination intelligently records the wonderful moments of tourists' visit, and intelligently extracts and generates corresponding text descriptions from the text materials prepared by the government in advance, thus forming a travel note that is completely consistent with the tourist's visit route. Travel notes include pictures of wonderful moments, supporting illustrative travel notes, or promotional videos focusing on wonderful moments and supplemented by scenic spots. This greatly reduces the threshold for tourists to create content and spread culture. In China (Hainan) Nanhai Museum, 5G+AI travel notes form personalized multimedia materials, which are easily forwarded by tourists and become propagandists of tourist destinations.

Fifth, direct selling and distribution complement each other and enrich product supply. Tourism is a comprehensive industry that integrates eating, living, traveling, traveling, shopping and entertainment. Many places have built public tourism service platforms such as "one-yard tour" and "one-plane tour" to fully absorb large, medium and small tourism-related enterprises, especially some smaller specialty shops, farmhouses and homestays, so that tourists can get more information and break the information barrier between tourists and weak tourism resources. Some platforms also provide an additional "cloud warehouse" function. Merchants can not only sell their own products, but also package the products in the cloud warehouse with their own products to provide one-stop travel services for tourists, and the revenue sharing of all parties is completed by the platform in real time after the transaction is completed. Moreover, the "One-yard Tour" tourism service platform of Quzhou, Huangshan, Nanping and Shangrao Alliance Park built by China Unicom uses blockchain technology to register transactions and services, effectively safeguarding the interests of tourists and businesses.

The sixth is the integration of tourism and industry to promote consumption upgrading. As a social industry, many advanced applications in other industries can form corresponding landing scenes in the tourism industry, sometimes even more convenient than the original industry. When unmanned driving is still conducting road tests in various places, many scenic spots give full play to the semi-closed advantages of scenic roads and provide ferry services for tourists through unmanned driving. Longmen Grottoes not only provide unmanned ferry service for tourists, but also draw the IP image of Longmen Grottoes on the car body, carefully design the driving route, and lead tourists to experience the wonderful journey through ancient and modern times.

In the era of digital economy, the new digital infrastructure has penetrated into the fields of smart tourism service, management and marketing. Its base characteristics of serving thousands of industries have promoted the integration of tourism and other formats, and promoted the tourism industry to move forward to the digital economy demonstration industry. In the new stage of development, tourism management departments should obtain and monitor the development effect of tourism economy from a more macro-economic perspective through big data and other means, gain a timely insight into the pulling effect of tourism on the whole national economy, and formulate tourism development policies from the overall perspective of overall economic development to escort the new pattern of smart tourism development.

(Author: Cultural Tourism Development Department of China Unicom Group)