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Editor's note: The epidemic has seriously troubled the world tourism market. Wave after wave of suspension and restart has become a pain in the hearts of Hunan cultural travelers, but it has also become the driving force for Hunan cultural tourism market to break through.

June 65438+1October 65438+March, 2022, the meeting of directors of culture and tourism in the whole province was held, and the new curtain of "Breakthrough War" was opened. Here, Red Net News launched a series of reports, describing in detail the various conditions of the cultural tourism industry from the perspective of observers, and looking for the bright spot of Hunan cultural tourism in the predicament of the epidemic.

In the tourism and performing arts industries in Hunan, the rest time is early, the re-performance is to be decided, the performance season is shortened throughout the year, and the actors' holidays are long ..... But in a booming market, it is never expected that one day, the rest time will be so "ample".

"In previous years, except for a day off on New Year's Eve, there were performances every day during the Spring Festival." Shi Zan, head of brand promotion of Zhangjiajie Charming Xiangxi, said that the performance of Charming Xiangxi was officially suspended on 2002119, and the re-performance time in 2022 will be announced separately.

In July of 20021year, the epidemic situation pushed Hunan tourism performing arts to the forefront, forcing enterprises to break the comfort zone and seek vitality in the difficult choice of whether to perform or not, in the balance between change and defense, and in the transformation between breaking and standing. Like dancing on the tip of a knife, trying to find the light that shines into life and looking forward to the dawn of the market.

The picture shows the first show of "Tianmen Fox Fairy, New Liu Hai Chopping firewood" in Zhangjiajie on April 2, 20021year. Since the outbreak in July, it has been suspended.

Consideration of performance and non-performance

From fiery to calm, Hunan tourism performing arts enterprises began to be cautious and judged the market in many ways, but in the end they could not avoid a realistic question: should the market restart, continue to suspend or resume?

If the performance is suspended, there will be at least 50 or 60 people and at most 300 or 400 people. Where will the performance team go? What if the performance is repeated, the market environment is unstable, the epidemic prevention work is under great pressure, and the management effect is not satisfactory?

Zhangjiajie's large-scale landscape musical "Fox Fairy in Tianmen, Chopping firewood with new bangs" has been in a state of suspension since the epidemic in July, with only 202 117 performances. The relevant person in charge of Zhangjiajie Tianmen Huxian Cultural Tourism Industry Company said that the audience of the play is mainly individual travelers in Tianmen Mountain. Based on the number of tourists entering the mountain at that time and the situation of Zhangjiajie tourism market, the company decided to suspend the performance.

Starting from September, the crew of more than 200 people began to take a long vacation. Among them, student actors return to school to continue their studies; The contracted actors are unemployed at home, always waiting to return to the team; While local extras find another way out.

Rural tourism folk performance "Zhushan bloom". Source map

Also choosing to suspend the performance, there is the rural tourism folk performance "Zhushan bloom" in Zhushan Village, Fenghuang County, Xiangxi Prefecture. "This choice is very difficult and painful, but for the sake of safety, we can only reluctantly give up what we love." Zhang Shunxin, chairman of Phoenix Tourism Investment Development and Construction Group Co., Ltd. said that the actors are all local villagers. During the half year without performance, they still worked in the scenic spot during the day.

Admittedly, the choice is tangled and cautious.

"There are 10 days before the National Day. Why haven't you moved yet? " "There are only five days left, and there is no result yet?" Talking about the days before 20021national day, Fan, secretary of the Party branch and director of the general manager's office of Changde Taohuayuan Shengdian Performing Arts Development Co., Ltd., still remembers it vividly. After more than half a month's careful consideration, on September 25th, the management finally decided to implement it again.

"The poetic pastoral scene depicted in the Peach Blossom Garden is a beautiful life that countless people yearn for." Fan expressed the hope that through the replay of Peach Blossom Spring, it will add bright hope to the market recovery after the epidemic.

Tourists take a boat to see the Peach Blossom Garden.

On the evening of September 30th, the large-scale live performance "Peach Blossom Garden" was officially revived. During the National Day, there were 4-5 performances every day, with an average attendance rate of 95%, and the tourists responded enthusiastically. In 20021performance season, there were 292 performances and more than 6,543,800 visitors were received. Compared with the performance season in 2020, the number of performances and audiences increased by 5%.

Trade-offs between change and defense

On September 22nd, 2002/kloc-0, the folk drama Charming Xiangxi resumed its performance after 55 days' suspension.

"After 202 1 year, we deeply felt the fragility of tourism performing arts and forced enterprises to think about the way out." Shi Zan said that this time, he began to think about the future development direction of tourism performing arts, and better met the needs of tourists after the epidemic in 2020 than simply considering product upgrades.

After the re-performance, "Charming Xiangxi" strictly implemented online real-name registration system ticket purchase, reservation and current restriction, and the audience was seated at intervals to ensure the safety and order of the performance. Deng Daoli/photo

Shi Zan introduced that at present, we are considering starting from two aspects. First, it is planned to build a folk cultural park integrating eating, drinking and having fun, and no longer rely on a single performance ticket income. The second is to change the single-line and offline performing arts mode, try the "online+offline" mode, enhance brand awareness, and explore new ways to watch performing arts online.

He further explained that "cloud performing arts" is not simply "putting programs online", but recreating a high-quality online performance on the basis of offline performing arts, which requires high hardware equipment and high technology.

"Xiangxi Weeping Wedding" is being rehearsed intensively.

In Zhang Shunxin's view, according to the market demand, revitalizing assets, improving the utilization rate of theaters, expanding the tourist space of Zhushan Miao Village and improving the format of scenic spots are the keys to development. During the break of Zhushan bloom, Zhang Shunxin deeply analyzed the market and existing product structure, and created a new script of crying marriage in Xiangxi, which showed the connotation of the local custom of "crying marriage" in Zhushan Village: "crying" is a feeling of gratitude, a feeling of reluctance and a yearning for a happy life.

The play will be performed in the afternoon, creating a tourism mode of "visiting Miao Village in the morning, watching" Xiangxi Crying Marriage "in the afternoon, and staying in Zhushan Township at night" to extend the stay time of tourists. "When Zhushan bloom is staged again, the night tour will be more abundant." Zhang Shunxin said.

Qindao Performing Arts launched a classic children's drama to attract parents and children.

For Changsha "Qindao" performing arts with mature performing arts projects and well-known brands, it is more effective to adjust business strategies and expand business segments in an unstable market environment.

Relying on the advantages of actors to build "network celebrity" anchor, during the epidemic, live broadcast business became an important source of profit for the company; Aiming at the parent-child drama market, five classic children's dramas were launched, which were deeply loved by the audience. Among them, the average attendance rate of Snow White reached 80%, and the parent-child theater was 202 1 profitable.

Facing the current tourism performing arts market, Tianmen Fox Fairy and Xin Liu Hai Pi Chai are more inclined to "stick to it": continue the artistic innovation tradition of "new breakthroughs, new highlights and new promotions every year", further upgrade the program content, and win the market with "word of mouth".

Transformation between breaking and standing

On New Year's Eve in 2022, people came and went in Guo Jin Street. "Remember Shaoshanchong Most" 15 second highlights are being played on the big screen at Entrance 9, attracting everyone to stop and immerse themselves in the audio-visual feast brought by the integration of red memory and high-tech sound, light and electricity.

This is one of the scenes where Shaoshanchong breaks the traditional marketing mode and promotes tourism performing arts products in a "new retail" way. Similar pictures also appeared in Wanda Commercial Plaza in Changsha, Zhuzhou, Xiangtan and Hengyang.

"Where there is a large flow of people and a large customer base, we will go there to promote marketing." Qiu Mingmin, director of brand promotion, said that through cross-industry cooperation and precision marketing, the arrival rate will be improved. Since its premiere on February 25th, 2002 1,1,the play has been performed for 20 times, and it is hard to get a ticket.

Without breaking and standing, transformation is imperative.

Considering the restrictions of the epidemic on indoor closed performances and the high investment, operation and maintenance costs, after the epidemic in 2020, the ancient town of Tongguan Kiln in Xinhualian, Changsha decisively stopped the large-scale performance "Legend of Tongguan Kiln". "If the performance is completely cancelled, the previous efforts will be in vain." Yuan Yu, head of the ancient town, said.

Breaking the limitation of traditional performing arts venues, the theater was "moved" outdoors, and the content continued the main line of "Blackstone" in Tongguan Kiln, adding interactive experience elements, transforming into immersive tourism performing arts, enriching night tour products in scenic spots, and stimulating tourism consumption ...... The ancient town of Tongguan Kiln achieved a gorgeous turn from broken to established.

The immersive performance makes tourists enjoy it.

The immersive performance "The Story of the Bronze Officer" takes tourists through the Millennium by means of "marching experience+special effects theater performance". The data shows that during the Golden Week of 20021National Day, Tongguanyao Ancient Town attracted150,000 tourists to punch in, an increase of nearly 50,000 compared with 20 19.

It is not difficult to find that new forms such as immersion, line immersion and live light and shadow performance art are gaining momentum. 65438+1The Tenth Five-Year Plan released on October 20th also proposes to promote the research and development and application demonstration of interactive and immersive tourism performing arts and other technologies.

During the Golden Week of 20021National Day, the live-action drama Phoenix Watch was staged again, which was very popular.

In the development blueprint of Phoenix Cultural Village, the large-scale indoor interactive performance "Phoenix" is only a part of it. "Attracting audiences with high-quality tourism performances and creating a' phoenix-like' brand IP, the ultimate goal is to create a cultural tourism complex." Chu Zhonghui, chairman of Phoenix Tian Yun Tourism Culture Communication Co., Ltd., said that the second phase of the Cultural Village project will focus on creating "Jiang Xindao" and the focus of performing arts will also be tilted towards it. In the form of high-tech and immersive performing arts, the audience will become actors, and tourists will participate in it and feel the unique charm of the ancient city.

In Chu Zhonghui's view, in the post-epidemic era, although the tourism market pattern and tourists' travel mentality have changed, the tourism performing arts market still exists and the willingness to watch has not weakened. "We are full of confidence in the market."