What role does the development of tourism performing arts play?

Eternal Love in Songcheng, "Impression Series", Song of Everlasting Sorrow, Princess Wencheng... In recent years, a number of excellent tourism performing arts works have been deeply rooted in the hearts of the people, quietly driving the emerging tourism market. While the tourism performing arts market is developing rapidly, it is also facing some problems and challenges.

Recently, the Ministry of Culture and Tourism issued the "Guiding Opinions on Promoting the Development of Tourism Performing Arts" (hereinafter referred to as the "Opinions"), proposing a series of policies and measures to support the development of tourism performing arts. At the first quarter regular press conference held by the Ministry of Culture and Tourism on the 28th, Zhou Jiucai, deputy inspector of the Policy and Regulations Department of the Ministry of Culture and Tourism, interpreted the "Opinions".

Developing in the direction of specialization, branding and scale

The past few years have been a period of rapid development for tourism performing arts. According to statistics, from 2013 to 2017, the number of tourism performing arts programs in my country increased from 187 to 268, an increase of 43%; the number of tourism performing arts shows increased from 53,336 to 85,753, an increase of 61%; the number of tourist performing arts audiences increased from 2,789 to 2,789. The number of tourists increased to 68.21 million, an increase of 145%; the box office revenue of tourism and performing arts increased from 2.26 billion yuan to 5.15 billion yuan, an increase of 128%.

Zhou Jiucai said that compared with my country’s rich cultural resources, there are not enough types of tourism performing arts; compared with the booming cultural and tourism industry, the potential of tourism performing arts needs to be further explored; and with the increasing Compared with the cultural and tourism consumption needs, the level of tourism performing arts needs to be continuously improved.

In this regard, the "Opinions" regard promoting the transformation and upgrading of tourism performing arts as the primary task, emphasizing improving the level of creation and production, promoting innovation in business models, strengthening performing arts business entities, and clarifying a series of policy directions. Specifically, it includes establishing a sense of quality and strengthening support for the creation of cultural heritage protection and inheritance and other related themes; supporting various business entities to use outdoor squares, commercial complexes, old factories, industrial parks, etc. to expand small and medium-sized tourism performing arts spaces; encouraging mature tourism performing arts Business entities integrate related tourism and performing arts projects through equity financing, mergers and acquisitions, brand chains and other methods.

As for the main development goals, the "Opinions" clarify that by 2025, the tourism performing arts market will be prosperous and orderly, the development layout will be more optimized, a number of tourism performing arts brands with demonstration value will emerge, and a number of operating standards will be formed. , a business entity with high credibility and strong competitiveness. The tourism performing arts industry chain is more complete, the management service system is basically sound, its important role in promoting the integrated development of culture and tourism is fully demonstrated, and its comprehensive driving role in related industries continues to be exerted.

“We must promote the continuous development of tourism performing arts in the direction of specialization, branding and scale.” Zhou Jiucai said.

Exploring cultural connotations and promoting model innovation

As the market for tourism performing arts products continues to heat up, some problems have gradually emerged. For example, because some tourism business entities are eager for quick success and instant benefits, and "rush to the top", the quality of tourism performing arts products is uneven, and the content quality is not high, and the content is even vulgar, vulgar, and kitsch.

In this regard, the "Opinions" regard standardization and orderliness as an important basis for the development of tourism performing arts, emphasize on strengthening the review of program content, increasing market supervision, firmly guarding the bottom line of safety, and clarifying in a targeted manner policy boundaries.

Zhou Jiucai said that due to the cross-border characteristics of tourism performing arts, the management of tourism performing arts has problems such as blurred boundaries, unclear responsibilities and insufficient supervision to a certain extent. To this end, the "Opinions" emphasize that the supervision of tourism performing arts activities and program content review within the jurisdiction should be strengthened, and the tourism performing arts business units within the jurisdiction should be urged to establish and improve the program content self-examination system; the performance market access should be strictly enforced, and tourism performing arts business entities should be required to A "Commercial Performance License" or a "Performance Venue Business Unit Registration Certificate" should be obtained in accordance with relevant regulations; program content review should be strengthened and a sound working mechanism for reviewing the ideological content of tourism performing arts programs should be established; and "blacklists" in the cultural and tourism fields should be strictly implemented. "System and exit mechanism for seriously dishonest entities and joint punishment mechanism.

In addition, the tourism performing arts market has also seen the phenomenon of content homogeneity. In this regard, Zhou Jiucai pointed out that practice has proved that for the cultural and tourism markets, difference is competitiveness, and it is difficult for simply copied products to form sustainable vitality.

In this regard, the "Opinions" specifically clarify that it is necessary to promote innovation in business models, encourage the development of small and medium-sized, thematic, characteristic and customized tourism and performing arts projects, and form a multi-level and diversified supply system. "In the field of tourism and performing arts, many companies have boldly tried to explore good development paths and accumulated a lot of experience and models. But the existing models are not enough. Only when they meet market demand can they explore cultural Only by conducting more exploration and innovation in terms of connotation, innovative forms of expression, and scientific planning and operation can the tourism performing arts market continue to develop healthily," said Zhou Jiucai.