Innovation of Cultural Tourism Planning during the Tenth Five-Year Plan Period

Innovation is an important guarantee for the integration and high-quality development of cultural tourism in the new era. The promulgation of the "14th Five-Year Plan" for the development of cultural tourism is of great significance for guiding the integrated development of cultural tourism and will guide the healthy development of cultural tourism industry in the future. Then, in the era of "experience is king", where is the innovation of cultural tourism planning?

1. Tourism format innovation

Focusing on nine basic elements such as "food, shelter, transportation, travel, shopping, entertainment, toilet, guidance and intelligence" and nine development elements such as "commerce, education, happiness, emotion, strangeness, culture, sports and agriculture", we will carry out business innovation, build a new business model and form new kinetic energy for expanding consumption.

2. Tourism product innovation

Including single format product innovation, tourism comprehensive product innovation and tourism route product innovation.

(1) Single-format product innovation: based on the "eighteen elements" of tourism, we will form personalized and high-quality single-format products, such as toilet restaurants, tree house hotels, specialty shopping, low-altitude flights, eco-toilets, AR navigation, AI escort, and intelligent management systems.

(2) Comprehensive tourism product innovation: refers to the innovation of tourism products based on the comprehensive development framework, integrating a variety of single products and service functions, including the innovation of scenic spots, resorts, tourism complexes, characteristic towns and rural tourism products.

(3) Tourism route product innovation: refers to the unique route combination product innovation that meets the individualized and diversified needs of tourists by subdividing people and innovating themes.

3. The application of technological innovation

Comprehensive utilization of four major technological innovations, namely, new technology of network information, new technology of interactive experience, new technology of resources and environmental protection, and new technology of design and manufacturing, will promote the high-quality development of cultural tourism integration planning in product design, scenic spot construction, service upgrade and management upgrade.

4. Intellectual property innovation in Lv Wen

The essence of intellectual property innovation in cultural tourism is cultural upgrading. IP import is an important starting point to promote the development, construction and operation of tourism-led happiness industries, cultural tourism complexes and cultural tourism destinations, and it is also an important means to revitalize their existing stock assets and promote their healthy development.

(1) industrial IP: including manufacturing, handicrafts, tourism, cultural entrepreneurship, old-age health, education, sports and so on.

(2) Project IP: including characteristic towns, restaurants, hotels, folk customs, etc. , such as Kumamon, movie theme restaurant-porridge star, Hello Kitty theme hotel, etc.

(3) Service IP: including community education, commerce, finance, decoration services, creative home, parent-child, maternal and child services, green food, property management, etc.

(4) Cultural IP: including literature, games, animation and movies, such as Dream of Red Mansions, World of Warcraft, Batman, Inception, Godzilla and so on.

(5) Operating IP: including operating IP in parks, scenic spots, commerce, real estate, conferences and other fields, such as Wuxi Film and Television City, Wanda Real Estate, OCT Happy Valley, Disneyland, etc.

5. Innovation of Lv Wen's business model.

For example, * * * enjoys economic mode, maker mode, club mode, crowdfunding mode and decentralized vacation mode. ...

6. Cultural tourism marketing innovation

The innovative way of cultural tourism marketing refers to the innovation from various angles and aspects, such as content, form and channel, with various new media as the main means of communication and promotion. Flexible use of new media marketing methods, the establishment of a multi-faceted, all-round integrated marketing system, enhance brand influence, increase the economic and social benefits of tourism.

(1) Marketing content innovation: Wenchuang IP marketing; Event marketing …

(2) Innovation of marketing form: VR/AR experience marketing; Variety marketing; Precision marketing based on big data and LBS; Circle marketing ...

(3) Marketing channel innovation: "network celebrity+short video+live broadcast" marketing; Media marketing ...