Ministry of Culture and Tourism: Promoting the Integrated Development of Culture and Tourism by Digitalization

In 2009, after IBM CEO Peng first put forward the concept of "smart earth", a smart and digital movement quietly became popular in all walks of life, such as smart medical care, smart agriculture, smart parking and so on. Smart tourism is certainly an important part of this "wisdom+"sequence.

"Life without travel can only be called survival". Tourism is an industry closely related to people's living needs. According to the data of the Ministry of Culture and Tourism of China, the number of domestic tourists in China reached 2.879 billion in 2020 and 3.246 billion in 202 1 year. Compared with the figures of 20 18 and 20 19, the epidemic in COVID-19 has undoubtedly stopped many people from pursuing poetry and distance. Obviously, tourism has also been greatly impacted by the epidemic.

So far, under the digital economy of the Internet, all walks of life have participated in the digital transformation, and whether the tourism industry is equipped with digitalization has become an important choice in the competition.

Tourism digitalization can be analyzed from the following three angles.

I. Digitalization of information

Smart tourism is based on information technology, with mobile terminal applications as the core, integrating tourism resources and information, and publishing them on the Internet in time. As the recipients of information, tourists can use this information to arrange their work in advance, adjust their travel plans in time, browse their destinations in advance, understand the history of scenic spots and effectively enhance their sense of tourism experience.

At the same time, the construction of smart tourism is also reflected in online booking and ticket purchase services. People have gradually formed a knowledge of "no reservation, no travel". Now the scale of online booking is expanding and the market is sinking. By limiting the flow and shifting the peak, the subjective initiative of passenger flow control is brought into play, which provides convenient service for tourists and strong support for ensuring the air defense safety of epidemic situation.

Second, service digitization.

(1) Live "Cloud Travel"

Crisis and opportunity always coexist, even if the epidemic situation is repeated, tourism can survive. 2020 is the first year of live tourism. Ctrip, Zhu Fei, Mahoneycomb and other large-scale scenic spots have taken the lead in opening live tours to compete for traffic outlets, with strong self-broadcasting ability. They are good at cultivating fans and operating private domain traffic for a long time, while small and medium-sized scenic spots may choose intermittent self-broadcasting, or supply them to live broadcast rooms of official platforms such as Zhu Fei and KOL Live. This cloud tourism model greatly expands the time and space of tourism services, promotes and publicizes the tourism culture of scenic spots, and prolongs the experience and consumption chain of tourists.

(2) Build a service platform for scenic spots.

By building an online travel service platform, scenic spot operators can provide services such as booking entrance, location navigation and historical explanation. People can enjoy high-quality visual and auditory experience on mobile terminals anytime and anywhere. Scenic spots can also use other novel forms to expand their popularity and influence, get rid of the shackles of traditional marketing methods, and make greater use of the traffic dividends of emerging technologies to attract more tourists and contribute to the development of scenic spots.

(3) Improve the offline travel service.

As a service provider, scenic spots can enrich and innovate the experience of tourism services by means of digital technology such as Internet of Things, 5G, VR and AR. By integrating tangible and intangible resources, connecting real scenes with virtual scenes, and integrating local space with off-site space, they can see more of one scene, see the old scenery today and the ancient scenery today, and create new tourist scenes, new experiences and new business opportunities. It can also provide diversified services such as digital navigation equipment, code scanning explanation, intelligent machine ticket checking, "face brushing" technology, hotel quick check-in function, etc., so that tourists don't have to queue up, which not only improves work efficiency, but also makes scenic spot management more humanized.

Third, transactions are digital.

There are a large number of merchants in scenic spots or tourist commercial pedestrian streets, such as snacks, cold drinks and amusement facilities. Due to the epidemic, the traditional rental mode is about to be reformed. In the early days, the traditional fixed rent was replaced by the running commission of trading orders, which greatly eased the pressure on the rental cost of merchants under the epidemic. This requires unified cashier and re-accounting with the help of accounting technology, so as to realize effective management of merchants and better understand their sales. At the same time, this digital upgrade of transaction management can bring the following advantages to merchants:

① Aggregating all the mainstream payment channels in the market is beneficial for businesses to enhance consumers' payment experience;

(2) It has the function of receiving voice broadcast, broadcasting every transaction in real time, reducing the occurrence of missing and escaping bills, effectively improving the efficiency of merchants' collection, and avoiding the confusion of accounts when there are many passengers;

(3) Merchants can check the transaction details through official WeChat accounts, PCs and other channels, which is more convenient for reconciliation.

The digital upgrade of transaction management is promoted by the technology of MallBook, and it is also suitable for platforms such as travel apps and applets, which can solve the pain points of transactions between the platform and upstream and downstream ecological partners such as hotels, travel agencies and residents, help the platform improve the efficiency of transaction management, and realize intelligent reconciliation, safe and reliable fund deposit and management, one-click access to full payment and other functions.

With the acceleration of digital economy, digitalization may become a new breakthrough to help the development of the entire tourism industry chain under the epidemic situation. Compared with information digitization and service digitization, transaction digitization is undoubtedly a new anchor point for tourism innovation and development. The cutting-edge accounting technology broadens the width and breadth of tourism transaction management and brings different experiences and effects.