Green Wei Lead: Under the differences in cloud consumption, consumption upgrades/downgrades, and intergenerational consumption, a new consumption era has arrived. This article summarizes eight new characteristics of cultural tourism consumption in the new consumption era.

Pursuing scenarios-scenes are everywhere, scenes attract consumption

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

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

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

Pursuing a new national style--the new national trend leads cultural consumption

I'm afraid it won't be exciting-playing is different

Feel the most literary and artistic-the surface is high appearance, but the background is cultural temperament

My favorite new media-two micro-media, one book...

Three key words in the new consumption era

01 Cloud consumption

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

02 Consumption upgrade/downgrade

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

Green Wei Cultural Travel 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's consumer population base is huge, its consumption characteristics are more obvious than those in other countries, and consumption presents diversified characteristics. Consumption grading is the issue that the tourism industry should face!

03 Intergenerational consumption differences

Intergenerational consumption refers to the different consumption behaviors expressed by consumers in the process of intergenerational change. In the process of intergenerational replacement of consumers, the characteristics of consumer behavior change, and consumers 'consumption shows intergenerational differences, and the differences in consumption are different between different generations. China traditionally distinguishes consumers between generations by generations born in the 50s, 60s, 70s, 80s, 90s, and 2000s, while Americans use Generation X, Generation Y, and Generation Z. Intergenerational consumption differences are mainly influenced by the cultural background and educational situation of consumers in different eras. Since the founding of New China in 1949, China's economy, society, culture, etc. have developed rapidly, which has also led to intergenerational consumption differences.

Eight new characteristics of cultural tourism consumption

01 Pursuing scenes-scenes everywhere

Scenarios attract consumption With the advent of the era of scene-based consumption, consumers are more likely to be attracted by scenarios and trigger consumption behavior. Many shopping malls, tourist attractions and resorts, museums, bookstores, etc. have begun to introduce IP to generate topics to attract consumers and realize commercial monetization.

Consumption scenarios can be divided into online (virtual) scenarios and offline (physical) scenarios; scenarios can be divided into entry scenarios, content scenarios and payment scenarios according to the order degree; scenarios can be divided into large scenarios, small scenarios or main scenarios according to coverage scenarios, sub-scenarios; according to marketing nodes, they can be divided into: physical store scenarios, social media scenarios, community scenarios, branch store scenarios, and self-media promotion scenarios; According to temporal scenes, they can be divided into normal scenes, seasonal scenes, festival scenes, special scenes, etc.

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

Scientific and technological innovation is the primary productive force of modernization development. Intelligence and digitalization are the only way in the process of tourism modernization development. The core is to rely on the latest development of science and technology to reform tourism management methods, optimize tourism service processes, innovate the supply of tourism products, and improve tourism marketing. The influence and purchase conversion rates have promoted the structural upgrading of the tourism industry and the development of high-quality tourism, culture and tourism have become a testing ground for new technologies.

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

Digitalization, VR, AR, and light and shadow technologies are taking turns in the fields of culture and tourism. Cultural databases, electronic collections, VR theme parks, light and shadow shows, high-tech experience halls, etc. emerge one after another.

No immersion, no cultural travel! Seven application scenarios of immersive cultural tourism

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

The normalization of the COVID-19 epidemic has prevented people from pursuing the distance, but it has not prevented people from being enthusiastic about going out and walking. Surrounding tours and micro-vacations have become people's daily leisure. Camps, cycling, sampans, etc. have left the circle one after another. People take advantage of their limited conditions to fully get close to nature.

The village, mountains and waters in the suburbs have become ideal places in people's hearts. Even just a piece of fandai outside the countryside, a little-known small fish pond, and an old building with a little history have become new trends that people are eager for.

With the continuous advancement of the rural revitalization process, carefully packaged and decorated rural life and niche scenery, supported by high-power filters such as Little Red Book and Douyin, have attracted people's attention and ignited people's experience of the new countryside. enthusiasm. From Li Ziqi to classmate Zhang, people saw that the rural style was honest and simple, the village appearance was completely new, and the local feelings were aroused.

However, rural products still have problems such as similarity and limited services. People's rural feelings remain unchanged, and rural leisure has become people's daily leisure. However, how to make rural leisure the ultimate is not just a few iron flowers or a few Yangko can be achieved.

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

In 2021, secret room escape, script killing, and immersive experiences will come strongly. They are scattered in every corner of the city and have also begun to invade scenic spots, OTAs, cruise ships, museums, etc. According to enterprise survey data, there are currently more than 10,000 related enterprises in my country. The number of registered enterprises in the third quarter of 2021 was 1454, a year-on-year increase of 24.9%; the average growth rate in the past two years reached 85.6%.

Green Wei Cultural Travel believes that people's subjective consciousness is getting stronger and stronger. In the era of pursuit of personalization, secret escapes, script killing, and immersive amusement projects satisfy people's psychology of being the protagonists. With their high degree of participation, suspense, entertainment, etc., it is becoming a new social tool 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 Pursuing new national customs-new national trends lead cultural consumption

From the "Tang Palace Night Banquet" during the Spring Festival to the "Prayer" during the Dragon Boat Festival, it is not only Henan Satellite TV that has become popular, but also the new national trend behind the program. What the national trend symbolizes is the growing cultural confidence and deepening national identity of the Chinese people. With the prosperity of the country and the peace of the people, this majestic confidence will surely be further demonstrated in cultural consumption one after another.

From the popularity of Hanfu to the national trend design of various products, to the archaeological blind boxes and cultural and creative ice cream in major museums, the explosive growth of traditional cultural content and consumer goods such as national style and national trend. Cultural consumption is rooted in the five thousand years of civilization of the Chinese nation and is waiting to be further explored and developed. The public expects more high-quality cultural products.

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

In Maslow's theory of hierarchy of needs, after human beings meet basic needs, they will transform into higher needs. Human pursuits never stop. The pursuit of "the most" is actually a manifestation of self-realization. Human beings can gain inner fill by challenging difficult projects.

According to the 2021 Passenger Value Index Report, three-quarters of travelers say they plan to travel to a destination they have never been to, 52% are planning to change to a travel method they have never experienced before, and 22% plan to push the boundaries on their next trip and experience a journey that is "once in a lifetime".

The rafting projects with the highest drop, the most thrilling glass plank road, the highest Internet celebrity swing, super human slingshot projects, and the most brain-burning secret rooms emerge one after another, constantly challenging the limits of mankind and stimulating the challenger's heart during the challenge.

Various forms of extreme sports suddenly tore off the label of a niche. From outdoor halls to indoor experience halls, the circles of surfing sports, skiing sports, and roller skating sports gradually broke down.

These events have ranged from previous competitive events to current leisure events, reflecting the improvement of people's living standards and the fact that modern people have more fields for self-realization. How to continuously explore these new areas and turn trends into financial resources requires further research on needs, design products, and meet needs.

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

A fresh literary and artistic style has blown to the cultural and tourism circles. Bookstores, museums and other cultural venues not only need to be "material", but also need to be "stylish". The appearance of buildings must be "stylish" and the interior decoration must also be "stylish". This kind of "style" reveals the appearance of the face, but reveals a unique cultural temperament behind it, which is attracted through culture. Zhong Shuge, Yanji and other Internet celebrity bookstores have emerged one after another. What attracts everyone is this "literary and artistic style".

Cultural and creative products have also taken on a literary and artistic style. Various intangible cultural heritage have been repackaged with new vitality. Various scenic spots have also launched cultural and creative works that represent the characteristics of scenic spots. The cultural creations of the Forbidden City, Dunhuang, and Huaqing Palace are dazzling one after another.

08 Favorite new media-two micro-media, one book...

In an era of underdeveloped information technology, tourist destinations require tourists to experience it personally 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, and Youtube. The openness of new media coincides to a certain extent with the sharing of tourism. New media has become the main front for cultural tourism consumer marketing.

Good content is still the focus of publicity and marketing. However, it is difficult to promote live broadcast of tourism products with low-frequency consumption, low gross profit margins, and relatively personalized characteristics. Compared with standard and easy-to-display hotel products, high-frequency consumption surrounding products may become breakthroughs. The core attraction of travel Short Video lies in their ability to instantly capture the public's attention. The core point of tourism live streaming is whether it can provide in-depth experience tourism content to meet the deep-seated needs of tourists. However, travel Short Video and live broadcasts are also more of a role in brand promotion, and there is still a way to go before they are directly transformed into sales products and form sales.

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