Cultural Tourism Viewpoint

"One machine tour" is not only an APP or a small program, but also a starting point for improving the local digital tourism infrastructure. The digital "underground pipeline" laid by the "One Machine Tour" APP under the water surface is an important proposition of digital transformation in the field of cultural tourism.

"One-plane Tour to Yunnan" is the first provincial-level tourism service platform in China that integrates scenic spot reservation, health code and one-click ticket purchase. It is a typical case of digital transformation of local culture and tourism industry. The practice of "traveling to Yunnan by one plane" has made it a consensus in the industry to build an information public service and application platform based on mobile Internet technology in the fields of culture and tourism.

In 20 17, Yunnan province and Tencent started the construction of "a mobile phone tour to Yunnan" (hereinafter referred to as "a mobile phone tour"), aiming at establishing the service and management system of provincial mobile internet cultural tourism companies led by the government and solving the long-standing problem of high tourism complaints in Yunnan at that time. After several years of iterative upgrading, "One Machine Tour to Yunnan" has opened up a huge flow of urban services based on WeChat, and adopted zero commission of platform merchants and "T+0" settlement cycle, bringing tangible convenience to travel-related enterprises. The timeliness of complaint resolution and the convenience of returning goods have been widely recognized by tourists.

Theory and Practice of One Machine Tour

First of all, it is necessary to clarify the positioning of the "one machine tour" platform. At present, the "one-machine tour" platform is generally led by the provincial cultural and tourism authorities, and entrusted to the provincial cultural tourism enterprises or third-party companies to build and operate. Local and municipal platforms, cultural and tourism market entities (such as museums and scenic spots). ) They often build "one-machine-tour" projects in their respective regions, and the hierarchical and logical relationship between multi-level "one-machine-tour" platforms needs to be reorganized. At the same time, it is also a clear question whether "one-machine tour" is mainly based on information public service or has both public service and transaction attributes.

The second is the competition between "one machine tour" platform and OTA platform. On the one hand, the trading nature of the provincial "one-machine-tour" platform has to face fierce competition from market-oriented platforms. After years of development, the market-oriented OTA platform represented by Ctrip and Meituan has formed a relatively mature and solidified cultural tourism use and consumption scene in the cultural tourism market. From the perspective of Internet service acquisition cost and user's mental cultivation, how to make tourists migrate from the accustomed platform to the later "one-machine tour" platform for trading is also a problem that needs to be faced. On the other hand, OTA has obvious advantages over the government's "one-machine tour" in terms of service scope, user habits, operation level and even capital investment, and there is actually a competitive relationship between the two in the market.

The third is the discrimination and operation mode of the concept of "one machine tour". When "one machine tour" actually landed in various provinces, it often took an APP or applet as the final product form. Its essence is to provide information services in all cultural and tourism fields through "an app or applet". The chain of tourism behavior is more complicated than cultural activities, and there are market giants in every link of "food, shelter, transportation and entertainment" involved in a trip. How to deal with the contradiction between "all-encompassing" and "intensive cultivation" between culture and tourism information service industry is also a problem that "one-machine tour" needs to think about. Therefore, it is necessary to reposition and think about the development model of "one machine tour".

One-machine-tour development model

Relocation and reflection

First of all, give priority to information public service as a platform for "one machine tour". The destination government departments have the obligation to provide information services to the public and tourists. There is no shortage of government-led platforms, and maintaining its independence and authority is an important value embodiment of its existence. This means that the construction effect of "one-machine-tour" platform can not be evaluated by market and enterprise turnover, users and platform stickiness, but by the public's comprehensive satisfaction with destination information services.

Secondly, the government should build and operate a "one-machine tour" platform with Internet thinking. We can try traffic operation in the following aspects: providing high-value information, ensuring authoritative, timely and accurate public service of travel information; Providing local differentiated information should be able to cover differentiated, humanized and microscopic information services beyond the market-oriented offshore platform; Providing just-needed functions such as culture and tourist attractions reservation has become an important function that the platform relies on; Providing government price concessions and subsidies can really create benefits and benefits for users.

Thirdly, the "one-machine tour" platform should serve as the entrance to the digital transformation of local culture and tourism industry. As a government-led digital platform for culture and tourism. "One machine tour" is not only an APP or a small program, but also a starting point for improving the local digital tourism infrastructure. The digital "underground pipeline" laid by the "One Machine Tour" APP under the water surface is an important proposition of digital transformation in the field of cultural tourism. Government-led digitalization of cultural tourism should provide unified interface specifications from the aspects of network, reservation, payment and service, and open up the offline localization deployment of destination information service, which not only serves the local "one-machine tour" platform, but also provides information channels for the localization operation of market-oriented applications, helping local cultural and tourism authorities to gain the initiative and voice in market-oriented competition.

Finally, weaken the transaction attribute of "One Machine Tour" and strengthen its information aggregation attribute. The transaction and supply chain integration of "one machine tour" platform means that a huge operation team and investment scale are needed. Under the current market structure, the "light assets" mode and information aggregation may be more conducive to the controllable and sustainable operation of operating costs. Fully learn from the advantages of mature platforms, do a good job in the localization, high-quality information content aggregation and operation, and provide centralized, authoritative and convenient local cultural tourism information recommendation. At the same time, it is possible to break through the geographical restriction of "one-machine tour" in the province in the future, and a national public service platform for cultural tourism will appear, which will become the general entrance to aggregate the resources of "one-machine tour" platforms in various provinces.

Hengtong Wang Zhi Yituyou

Hengtong Network Intelligent "One Map Tour" is a global intelligent tourism solution, which provides tourism services to tourist destinations with location-based services. Based on the location information of hand-drawn maps, the "guide" service is provided in the mode of audio tour experience to guide tourists to visit scenic spots, experience food accommodation and special preferential consumption. Integrate various business service applications such as tour guide, ticket delivery, coupon payment, e-commerce platform, hotel reservation, etc. To serve the tourism management of the whole region.

The advantage of Hengtong NetSmart's "One-Map Tour" is that it is an intelligent tour service mode in location-based services, which mainly provides hand-drawn maps, tourist attractions recommendation and voice explanation services for tour guides. "One Machine Tour" is mainly displayed in the form of micro-official website, which is a kind of tourism e-commerce that integrates traditional OTA or e-commerce platform.

From the experience of tourists, "One Picture Tour" provides location-based follow-up services. Based on the location of tourists, actively provide potential sightseeing needs, such as scenic spot explanation, catering service, hotel accommodation, etc., and intelligently match the sightseeing needs of tourists. "One-plane tour" requires tourists to actively seek services and click on the way to explore service requirements.

Judging from the effect of the integration of cultural tourism resources, "One Map Tour" is based on the visual peripheral search of maps and the acquisition and improvement of map POI data, and intelligently provides millions of data services. However, most of the "one-plane tour" adopts the method of adding cultural tourism resources manually, which lacks the data support of cultural tourism resources.

From the analysis of platform operation mode, "One Map Tour" creates immersive tourism experience consumption, and uses global travel coupons to stimulate users' online consumption and offline experience, thus realizing traffic conversion. "One machine tour" needs to establish an e-commerce operation center, invite merchants to stay and provide operation services. The project is huge and difficult to land.

From the comparison of system expansibility, "One Map Tour" is a SAAS cloud service model, and each business service consists of several independent application products. Tenants can customize it according to their own needs, and the functions of the old business system can be easily superimposed without code development. However, "one machine tour" lacks a basic module platform, and needs to customize the research and development or modify the source system according to the needs, so it is impossible to achieve rapid customization services.

It can be seen that the intelligent operation idea of Hengtong NetSmart's "One Map Tour" global tourism is based on the needs of tourists for play, amusement and shopping, connecting the scenic spots of tourist destinations with advantageous industries, realizing the organic integration of global tourism resources, driving and promoting the tourism-related industrial economy, and creating better social and economic benefits.