On April 22, China's first IP "Digital Landmark" co-created by the Metaverse of Culture and Tourism was officially released, pressing the fast-forward button for the Metaverse to empower the cultural and tourism industry.
Under the metaverse upsurge, digitalization has become the key to the transformation of culture and tourism, and digital collections are the focus of the cultural and tourism industry.
Under the premise of the continued downturn of travel agencies and the slow promotion of scenic spots, the digital collections of scenic spots have taken the lead in achieving profitability, even without a second.
"The phenomenon of digital collections 'sold out in seconds' launched by museums and tourist attractions shows that digital collections have a natural fit with the cultural tourism industry , especially the digital cultural creation of museums as a pioneer, which confirms consumers' desire for rich culture. The love and pursuit of digital collections with connotations." said Han Jingting, secretary-general of the Digital Twin Technology and Application Working Committee.
It can be seen that digital collections have gradually become a fashion, and the "Renaissance" of the digital age seems to be coming.
Successful attempts of digital collections in the cultural tourism industryThe cultural tourism digital collection is an important part of the cultural tourism metaverse. Nowadays, many museums and scenic spots in this industry have launched their own unique digital collections, and they are extremely popular.
On November 22 last year, Dunhuang Academy of Fine Arts and the only art platform launched the world's first Dunhuang dynamic NFT, and the first issue of 25,000 copies was quickly sold out!
The dynamic NFT of the Dunhuang art series uses systematic content and a combination of dynamic and static forms to "live" ancient culture with the help of emerging technologies, so that the public can better appreciate the artistic charm and cultural value of Dunhuang culture, and bring the millennium Dunhuang into line with the times. Provide a new digital experience for Dunhuang culture lovers and NFT lovers.
The picture comes from the unique art platform
According to a report from Qilu.com, on March 23, Taishan Scenic Area launched the first phase of four digital collections, carefully selecting four representative stone carving landscapes such as "Five Sacred Mountains", "Boundless Wind and Moon", "Ruyi" and "Tiger Character Stone Carvings". , The collection is "secondary" when it is online.
The collection adopts 3D technology to restore every detail, every tick and every stroke, strives to be realistic, and gives people an immersive feeling of stopping and observing.
The picture comes from Tai'an Circle
On April 24th, the Huashan miniature digital collection with the theme of "Majority in the World, Gifts in the Cloud" was officially launched at Ali Auction.
The four collections are all based on the real scenery of Huashan scenic spot, which involves the four scenic spots of Huashan, Jinsuoguan, Nantianmen, Playing Chess Pavilion, and Shaluoping, which represent the "strange, dangerous, steep, and beautiful" of Huashan. , This is also the first time that Huashan Scenic Area has released a digital collection of miniature landscapes.
The picture comes from Huashan-miniature landscape product picture
In addition, there is also Henan Museum's first 3D digital cultural creation "Fu Hao Ou Zun", which represents a strong and indomitable spirit. Make digital cultural relics and send cultural relics to places that everyone loves to see; the theme digital collection of "The Interaction of Things" combines Sanxingdui cultural relics with rare animals in Sichuan, presenting the beauty of the interconnection of cultural relics and animals across time and space...
These successful attempts one after another have proved that in today's post-epidemic era, the cultural tourism industry has found a feasible digital path. These digital collections can not only deepen our understanding of history and culture, but also allow us to feel the spiritual power embodied in Chinese culture that has lasted for thousands of years.
However, will the industry's successful attempts in the direction of digital collections cause museums and scenic spots to follow suit, and instead have bad effects?
Innovation is very importantFor the cultural tourism industry, it is very important to seize the opportunity of product digitization, but it should not fool the public for the sake of profit, it should find IPs suitable for its own scenic spots, and be honest and innovative.
It can be said that digital collections are derivatives of scenic IP. Vivid images or scenes of cultural relics are, for scenic spots, products of image recognition, simple, distinct and attractive elements and symbols. For digital collections, it is an excellent prototype choice, which can not only empower traditional culture, but also burst out new commercial energy.
This year's New Year's Eve, the dance "Only This Green" appeared on the stage of the Spring Festival Gala and amazed the world. It is a dance poetic drama inspired by Wang Ximeng's famous painting "A Thousand Miles of Rivers and Mountains" in the Northern Song Dynasty. It uses the beauty of dance to lead the audience into Chinese aesthetics full of modern connotations. palace.
Picture source CCTV News
On March 3, China Oriental Performing Arts Group, Damai and Lingjing Culture jointly launched a digital collection commemorative ticket for the dance poetry drama "Only This Green". More than 100,000 people snapped up the tickets online. National culture, build more bridges to national cultural IP for the audience.
It can be inferred from this that if scenic spots want to establish strong stickiness with consumers, IP is still the core competitiveness.
Digital collections have found a new consumption space for the transformation of IP in scenic spots, satisfying the consumption preferences of young people. First understand the culture of the scenic spot from the digital collection, and then attract them to enter the physical scenic spot from the online, so as to form a linkage between virtual and reality.
It is worth noting that everything can be collected, but not all can be called digital collections. Behind the digital collection is not only a credential that cannot be tampered with, but also a carrier that carries the artistic and cultural sense of the scenic spot.
How to use the aesthetics recognized by contemporary consumer groups to display the cultural landscape of scenic spots requires the efforts of major scenic spots to explore!
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