Lvwei Lead: Under cloud consumption, consumption upgrade/downgrade, and intergenerational consumption differences, a new era of consumption has arrived. This article summarizes eight new features of cultural tourism consumption in the new consumption era.

Pursue scene-based scenes—scenes are everywhere, and scenes attract consumption

Play with new technology - digitalization + technology immersion, beyond your imagination

Getting close to nature - the most joy is experience, the village, the mountains and the water

Everyone loves to be the protagonist—personalization and immersion become key words

Pursue the new national style—the new national trend leads cultural consumption

I'm afraid that it's not exciting - playing is different

Feel the most literary and artistic - the surface is high-value, behind it is cultural temperament

My Favorite New Media—Two Weibo, One Flick, One Book...

Three Key Words in the New Consumption Era

01 Cloud consumption

At present, with the rapid development of social economy, the popularization of information technology, and the wide application of smart mobile electronic terminals, my country's business has entered the era of "cloud consumption". "Cloud consumption" refers to a modern consumption mode based on modern information interconnection technology, based on the infinitely scalable cloud, and centered on consumers. "Cloud consumption" has three core characteristics at the technical level: "cloud content", "cloud terminal", "cloud payment". In the era of "cloud consumption", the mainstream consumer groups in society have higher requirements for the convenience of consumption and the diversity of choices. The consumption mode shows four basic attributes: experiential, intelligent, exclusive and social group.

02 Consumption upgrade/downgrade

The debate between consumption upgrades and consumption downgrades has always existed. With the advent of this wave of epidemics, the declining economic data in the second quarter of 2022 has become the most powerful evidence of consumption downgrades.

Greenway Cultural Tourism believes that "consumption downgrade" and "consumption upgrade" are phenomena caused by changes in consumption data of a certain market segment after consumption classification. Because China has a huge consumer base, the consumption characteristics are more obvious than other countries, and the consumption is diversified. Consumption grading is the issue that the tourism industry should face!

03 Intergenerational Consumption Differences

Intergenerational consumption refers to the different consumption behaviors of consumers in the process of intergenerational change. In the process of intergenerational replacement of consumers, the characteristics of consumption behavior change, and the consumption of consumers shows intergenerational differences, and the consumption differences of different generations are different. China traditionally distinguishes between generations of consumers by post-50s, post-60s, post-70s, post-80s, post-90s, and post-00s, while Americans use generation X, generation Y, and generation Z to distinguish them. Intergenerational consumption differences are mainly influenced by the cultural background and education of consumers in different eras. Since the founding of New China in 1949, China's economy, society, and culture have developed rapidly, which has also led to intergenerational consumption differences.

Eight new features of cultural tourism consumption

01 Pursue scene-based scenes—everywhere

Scenes attract consumption With the advent of the scene-based consumption era, consumers are more likely to be attracted by scenes and trigger consumption behaviors. Many shopping malls, tourist attractions, resorts, museums, bookstores, etc. have begun to generate topics through the introduction of IP, attracting consumers and realizing commercial realization.

Consumption scenarios can be divided into online (virtual) scenarios and offline (entity) scenarios; according to the degree of sequence, scenarios can be divided into entrance scenarios, content scenarios and payment scenarios; according to coverage scenarios, they can be divided into large scenarios, small scenarios or main scenarios, Divided into scenarios; according to marketing nodes, it can be divided into: physical store scenarios, social media scenarios, community scenarios, branch school business scenarios, self-media promotion scenarios; according to time scenarios, it can be divided into normal scenarios, seasonal scenarios, festival scenarios, and special scenarios Wait.

02 Playing with new technology - digitalization + technology immersion, beyond your imagination

Technological innovation is the first productive force of modern development, intelligence and digitalization are the only way in the process of tourism modernization development, its core is to rely on the latest development of science and technology, reform tourism management methods, optimize tourism service process, innovate tourism product supply, improve tourism marketing Influence and purchase conversion rate, thereby promoting the upgrading of tourism industry structure and the development of high-quality tourism. Culture and tourism have become the experimental field of new technology.

Represented by the new generation of information technology, combined with breakthroughs and cross-applications of technologies such as virtual reality, new energy, and new materials, it is having a broad and profound impact on the development pattern and trends of the tourism industry. Metaverse is a "big bang" that brings digital parallel worlds. It carries people's yearning for the future world and will promote people's development in VR, AR, artificial intelligence and other technical levels.

Digitization, VR, AR, and light and shadow technologies are appearing in the fields of culture and tourism in turn. Cultural databases, electronic collections, VR theme parks, light and shadow shows, and high-tech experience halls are emerging one after another.

No immersion, no cultural travel! Seven Application Scenarios of Immersive Cultural Tourism

03 Get close to nature - the favorite is experience, the village, the mountains and the water

The normalization of the new crown epidemic has prevented people from pursuing distant places, but it has not stopped people's enthusiasm for going out for a walk. Surrounding tours and micro vacations have become people's daily leisure activities. Camps, cycling, sampans, etc. have been out of the circle one after another. People use limited conditions to fully get close to nature.

The villages, mountains and rivers in the suburbs have become ideal places in people's hearts. Even if it is just a piece of pink in the suburbs, an unknown small fish pond, or an old building with a little history, it has become a new place that people rush to. trend.

With the continuous advancement of the rural revitalization process, the carefully packaged and decorated rural life and niche scenery, with the blessing of high-power filters such as Xiaohongshu and Douyin, have earned people's attention and ignited people's desire to experience the new countryside. enthusiasm. From Li Ziqi to classmate Zhang, people saw the honesty and simplicity of the countryside, the village appearance has taken on a new look, and the local feelings have been aroused.

However, rural products still have problems such as similarity and limited services. People’s rural feelings remain unchanged, and rural leisure has become a daily life for people’s leisure. However, how to achieve the ultimate in rural leisure is not just playing a few iron flowers It can be achieved with just one yangko.

04 Everyone loves to be the protagonist—personalization and immersion become key words

In 2021, secret room escape, script killing, and immersive experience are coming. They are all over the city, and they have also begun to invade scenic spots, OTAs, cruise ships, museums, etc. According to the data from Enterprise Check, there are currently more than 10,000 related companies in my country, and the number of registrations in the third quarter of 2021 will be 1,454, a year-on-year increase of 24.9%; the average growth rate in the past two years has reached 85.6%.

Greenway Cultural Tourism believes that people's subjective consciousness is getting stronger and stronger. In the era of pursuing individuality, secret escape, script killing, and immersive amusement projects satisfy people's psychology of being the protagonist. With their high degree of participation, suspense, and entertainment and other features are becoming new social tools for urban young people.

Scenic spots, OTAs, cruise ships, museums, etc. also fully meet the needs of consumers, and have made great efforts in personalization and immersion.

05 Pursue the new national style—the new national trend leads cultural consumption

From the "Tang Palace Night Banquet" during the Spring Festival to "Prayer" during the Dragon Boat Festival, not only Henan Satellite TV, but also the new national trend behind the show. The national tide symbolizes the growing cultural confidence and deepening national identity of the sons and daughters of the Chinese nation. Under the prosperity of the country and the safety of the people, this majestic self-confidence will be further displayed in the cultural consumption of items.

From the popularity of Hanfu to the national fashion design of various products, to the archaeological blind boxes of major museums, cultural and creative ice cream, national style, national fashion and other traditional cultural content and consumer goods have exploded. Cultural consumption is rooted in the 5,000-year civilization of the Chinese nation and is waiting to be further excavated and developed. The public expects more high-quality cultural products.

06 I'm afraid of not being exciting - playing is different

In Maslow's hierarchy of needs theory, after the basic needs are met, human beings will transform to higher needs. Human pursuits never stop. The pursuit of "most" is actually a manifestation of self-realization. Challenge difficult projects to gain inner filling.

According to the 2021 "Passenger Value Index Report", three-quarters of travelers said they plan to go to a destination they have never been to, 52% of them plan to change to a travel mode they have never experienced before, and 22% plan to Push the boundaries on your next trip and go on a "once in a lifetime" trip.

The rafting project with the highest drop, the most thrilling glass plank road, the highest Internet celebrity swing, the super human slingshot project, the most brain-burning secret room, etc. are emerging one after another, constantly challenging the limits of human beings, and stimulating the challenger's enthusiasm during the challenge process. heart.

Various forms of extreme sports suddenly tore off the niche label, from the outdoor hall to the indoor experience hall, the circles of surfing, skiing, and roller skating gradually broke the circle.

These events, from the former competitive events to the current leisure events, reflect the improvement of people's living standards, and also reflect that modern people have more fields for self-realization. How to continuously develop these new fields and turn the trend into a source of income requires further research on demand, design of products to meet demand.

07 Feel the most literary and artistic - the surface is high-value, behind it is cultural temperament

A fresh wind of literature and art has blown into the cultural and tourism circles. Bookstores, museums and other cultural places not only need to be "stylish", but also "stylish". This kind of "style" reveals the appearance on the surface, but reveals a unique cultural temperament behind it, and attracts through culture. Zhongshuge, Yanjiyou and other online celebrity bookstores "turned out", and it is this "literary style" that attracts everyone.

Cultural and creative products have also become literary and artistic. Various intangible cultural heritages have been repackaged to radiate new vitality, and various scenic spots have also launched cultural and creative works that represent the characteristics of scenic spots. Waves of cultural creations in the Forbidden City, Dunhuang, and Huaqing Palace are dazzling.

08 My Favorite New Media—Two Weibo, One Flick, One Book...

In the era of underdeveloped information technology, tourist destinations need to be experienced by tourists in person, and then complete information dissemination through traditional media such as newspapers, radio, and television. In the new media era, every tourist is the voice of the destination. Tourists share in real time through mobile new media such as Weibo, WeChat, Douyin, Xiaohongshu, QQ, Facebook, Twitter, Youtube, etc. The opening of new media The sharing of sex and tourism coincides to a certain extent. New media has become the main position of cultural tourism consumption marketing.

Good content is still the focus of publicity and marketing. However, it is more difficult to live broadcast and promote tourism products with low consumption frequency, low gross profit margin, and relatively individuality. Relatively standard and easy-to-display hotel products, peripheral products with high-frequency consumption may become a breakthrough. The core of the attractiveness of short travel videos lies in their ability to instantly catch the public's attention. The core point of the tourism live broadcast to attract people is whether it can provide in-depth experience tourism content and meet the deep-seated needs of tourists. However, short tourism videos and live broadcasts are more of a brand promotion function, and there is still a long way to go before they can be directly converted into sales products and sales.