Lvwei Lead: "The brightness of lights at night in an area is directly proportional to its GDP." Night economic consumption has become the main driving force for economic growth and a new axis of urban GDP. At the end of 2019, the General Office of the State Council issued the "Opinions on Further Stimulating the Potential of Culture and Tourism Consumption". The "Opinions" pointed out that it is necessary to vigorously develop the night cultural tourism economy, and clearly proposed that "by 2022, more than 200 national-level night cultural tourism will be built." The task of tourism consumption cluster. It is foreseeable that in an era when the night cultural tourism consumption market enters a rapid development track, the cultural tourism consumption cluster area will become a development hotspot for various places to integrate night tourism resources, enrich night consumption supply, and release the vitality of the cultural tourism economy.

So how should we build a night cultural tourism consumption gathering area? What are the development models and development points? Based on the typical cases of the currently popular cultural tourism consumption gathering areas, Green Wei Cultural Tourism analyzed and summarized the five current development models and development points for reference.

01. What is the night cultural tourism consumption gathering area?

Night cultural tourism consumption refers to the consumption activities that occur from 6 p.m. to 6 a.m. the next day due to citizens 'night leisure needs and tourists' night stays. It is a catalyst for promoting the integration of urban night economy and cultural tourism economy. With the rise of the consumption power of the post-80s and post-90s generation, the demand for night leisure, entertainment and night tourism has become increasingly diverse, and cultural experience is the main component of the demand. Therefore, a comprehensive agglomeration area that gathers urban cultural landscapes and diverse business formats is the main development trend of future night economic development.

Night cultural tourism consumption gathering areas refer to comprehensive industrial clusters that rely on a certain night landscape environment, integrate characteristic cultural symbols, living atmosphere and commercial formats, can integrate with regional economic development, and have strong radiating and driving functions. As the construction goal clearly proposed by the General Office of the State Council, the night cultural tourism consumption gathering area is also a clear path for the future integration planning of urban cultural tourism industries.

02. How to create a night cultural tourism consumption gathering area

1. Five innovative models in night cultural tourism consumption gathering areas

--Scenic spot night tour mode

The development of night tours in scenic spots is one of the core means to extend tourists 'stay time, promote the integration of culture and tourism, and expand tourists' consumption space. Light shows, tourism performances, tourism festivals, theme exhibitions, and special night experience are all common ways to develop night tours in scenic spots, which can add unique project features to the scenic spot. At the same time, with night tour projects as the core attraction, it can drive the transformation of "transit passengers" to "overnight passengers" and "one-day tours" to "multi-day tours" to drive the catering, accommodation, shopping, entertainment and other business formats within and around the industry. The revenue growth has formed a regional night cultural tourism economic development cluster and promoted the consumption upgrading of the entire industry chain of tourist destinations.

Case: Qingming Shanghe Garden Night Tour Project

As a national 5A-level scenic spot and a performance base for China's intangible cultural heritage, Qingming Shanghe Garden is one of the core carriers for the development of the cultural tourism industry in Kaifeng City. Since 2008, the large-scale aquatic real-life performance "Song Dynasty·Tokyo Dream" has been released. It reproduces "Qingming Festival Shanghe Tu" and the history of the Northern Song Dynasty with classic Song poems and high-tech dance beauty, becoming the main income component in addition to tickets for the scenic spot. Since 2017, Qingming Shanghe Garden has launched the "Night Tour to Qingyuan" experience project, and at the same time increased the number of night performances of "Song Dynasty·Tokyo Dream". In 2018, the total number of tourists in Qingming Shangheyuan Scenic Area reached 3.3 million, an increase of 12% over 2017. Among them, the growth rate of night tour tourists reached 40%, while the proportion of ticket revenue to total revenue dropped by 5% compared with 2017. The development of multiple business formats in the night economy has enabled the scenic area to gradually break through the dependence of a single ticket economy.

1. Take advantage of the popularity of performing arts and expand night tour products

After "Great Song·Tokyo Dream" gained high market recognition, Qingming Shangheyuan expanded the night tour area and comprehensively sublimated night tour products with the main line of "good-looking, delicious and fun; old Kaifeng, time-honored brands, and time-honored flavors". The changing lights and night experience projects such as "Qingyuan Night Market","Qingming Shanghe Tu" light and shadow show, and water park reproduce the urban customs of the Northern Song Dynasty and the image of the "City that Never Sleeps" in royal gardens, forming a supplement to content and income with daytime scenic spot sightseeing.

2. Enrich surrounding business formats and create a new engine for night cultural tourism economy

Night tours have supported the high revenue growth of Qingming Shanghe Garden in recent years. Relying on this, Kaifeng City has enriched night commercial formats around the scenic area, creating Qishengjiao Folk Culture Street, Bianliang Xiaosong City, Shanghecheng Snack Street, Tokyo Menghua Half Mu Park, Zhuji Lane Commercial Street, Kaifeng Cultural and Creative Center, 960 Intangible Cultural Heritage Cultural Industrial Park and other cultural and commercial complex projects, creating more consumption scenarios for tourists staying at night, and the gathering of merchants has also become a night tour market economy. New engine. At the same time, the accommodation industry represented by themed boutique hotels and characteristic B & Bs has also developed rapidly in Kaifeng.

--Night cultural tourism consumption block model

Night cultural and tourism consumption blocks refer to the leisure and commercial streets as the spatial carrier, regional characteristic culture and living atmosphere as the core attraction, and oriented to simultaneously meeting the diverse consumption needs of tourists and local residents at night, gathering night scenery sightseeing, shopping, catering, Entertainment, cultural creativity, film and television, performing arts and other consumer formats, relying on the gathering of people and the transportation of consumption to form a development model for the integrated development of culture, business and tourism. As shown in the figure below.

Night cultural tourism commercial streets are usually located in areas with a certain foundation for commercial development in the center of the city. They can rely on large-scale commercial complexes and form a series and radiating effect with core attractions. The core logic of their development is to break through the traditional "night market" and the concepts of "night retail" extend the consumption chain of the regional cultural tourism industry in terms of time and scenes, and create new "excitement points" and unique brands for urban night commerce in terms of connotation and experience form. Form a consumption cluster structure that combines local characteristics with international trends, integrates cultural tourism experience with urban night leisure life, and has high popularity among multiple business formats.

Case: Xi'an Datang Sleepless City Pedestrian Street

Datang Sleepless City is a classic case of the renovation of domestic commercial districts and one of the most popular night tour products. The success of Tang Dynasty's Sleepless City is inseparable from the creation of a "night tour model".

The Datang Sleepless City Block project is located in the west of Qujiang New District in Xi'an. It is 2100 meters long from north to south and 500 meters wide from east to west. It runs through 6 imitation Tang blocks and four major cultural buildings: Xi'an Concert Hall, Shaanxi Grand Theater, Xi'an Art Museum, and Qujiang Film City. Before 2018, Datang Sleepless City was once a pedestrian district with no characteristics, like similar antique commercial districts. At the end of 2018, through the cooperation of Qujiang Culture Group, Zheshang Industry and Finance Holdings, Taiping Poly, Poly Property and related financial institutions, Datang Sleepless City Pedestrian Street successfully completed the entire pedestrian upgrading project. In April 2019, it was named one of the first batch of 11 high-grade pedestrian streets in the country by the Ministry of Commerce. It has now become a fusion of culture. Xi'an's new business card for cultural tourism that integrates business, technology, tourism and other functions, combines traditional culture and creative elements, and the city living room at the starting point of the Silk Road.

"Night Tour Culture" and "Tang Culture" are the main lines of implementing the business model of the Tang Dynasty that never sleeps. At night, it relies on sound, light and other technological means to render the streets to create an immersive night tour route. The lighting phantom restores the ancient capital Chang 'an, and feels the atmosphere of the Tang Dynasty. In 2019, the number of tourists in Datang Sleepless City reached 120 million, ranking first in the number of tourists in the country's 5A scenic spots, with an average daily tourist volume of 300,000. During the 2020 National Day Mid-Autumn Festival holiday, Datang Sleepless City received a total of 2.6473 million tourists, setting a new high. The Tang Dynasty Sleepless City has become a modern "Shengtang Sky Street", a must-check spot for tourists in Xi'an at night.

1. Relying on unique night scenes to create diversified consumer formats

The Tang Dynasty Sleepless City Pedestrian Street takes the culture of the Tang Dynasty as the main line. Through the use of artistic landmarks, lighting landscaping, immersive visual experience, street performing arts and other techniques, it cleverly combines the historical elements of the Tang Dynasty, Xi'an's characteristic life elements and modern art elements to form a unique night landscape, and relies on this to introduce exquisite business formats such as food, hotels, department stores, boutique retail, cultural and creative experiences, and fashion bookstores, combining the two major commercial complexes of Yintai City and Joy City. It has formed a gathering of diversified consumption, transforming the high popularity of hot scenic spots into a business atmosphere that drives economic development. While becoming a cultural display window in Xi'an, it has also become a new urban night leisure space that can meet the consumption needs of local residents and tourists at the same time.

2. Improve the basic night business format by featuring night tours

The Tang Dynasty Sleepless City has rich night tours. There are not only the two normal live performances of "Back to the Big Wild Goose Pagoda" and "Back to Chang 'an", but also the "Big Wild Goose Pagoda Water Dance Light and Shadow Show" and "Float Parade" distributed on the pedestrian street. There are also different forms of street art, performance art, music performances, folk performances, percussion performances, Western musical instruments and other experience formats that can be seen every few tens of meters. During the Spring Festival of 2019, the Datang Sleepless City Pedestrian Street seized the cultural IP of "Xi'an Year·Most China" and incorporated light shows, theme lanterns, parade floats, time-honored catering containers and other "lively Chinese Year" and cultural elements that highlight Xi'an characteristics. Integrate into the scene of the "prosperous Tang Dynasty". The appearance and performances of characters such as the poet Li Bai, the figure in the painting of the imperial concubine, and the tumbler in ancient costumes have increased the interactive experience of night tours in the neighborhood. In the 7 days of the Spring Festival in 2019 alone, Datang Sleepless City Pedestrian Street welcomed 4.1234 million tourists from around the world, becoming an "Internet celebrity neighborhood" with more than 700 million Weibo readings and more than 400 million Douyin broadcasts, creating a night culture. A model of deep integration of business and tourism.

3. Use "traffic" cleverly to grasp the needs of young people

"Drainage" is the prerequisite for creating a night tour business and is equivalent to the core lifeblood. The Tang Dynasty Sleepless City fully explores the connotation of Tang culture, integrates it into the packaging and creation of the overall night scene, and supplements it with vivid interactive experience to form its own unique cultural IP, achieving the maximum effect of "drainage".

In terms of cleverly attracting young customers, Sleepless City relies on high-tech means to arrange landscape nodes and Internet celebrity check-in points. In particular, some interactive experience devices realized through high-tech means such as sound, light and electricity are very popular among young people. There is an interactive sketch almost every tens of meters, which can quickly gather people.

When it comes to Datang City that never sleeps, the first thing that comes to mind is the tumbler girl who is popular on the Internet and has 2.3 billion clicks on Douyin. In terms of traffic marketing, Sleepless City expresses traditional culture in a modern way and spreads it through new media to form a popular small IP. For example,"Little Sister Tumbler" is two street performance art performances of tumblers designed based on Xi'an's urban mascots "Tang Bao" and "Tang Niu", as well as "Struggle on the Road" and "Dunhuang Murals" suspension performances, etc., which are both successful breakthroughs in content innovation of Tang Dynasty's Sleepless City, and through Short videos and traffic marketing on Social networks, it has created a unique brand image that is different from other commercial streets.

--Night transportation "cultural tourism" development model

transportation facilities The tourism-oriented development of roads, bridges, lanes, trails, etc. is an effective means to integrate cultural and tourism resources across the region and promote the linkage of various scenic spots in the region. In the process of building a night cultural and tourism consumption gathering area, relying on transportation facilities The transformation from "function" to "product" is also an important development model that connects night cultural venues, tourism elements and consumption formats. With the help of the "lines" of transportation facilities, it connects the "points" of late night operations. Create a "circle" for diversified nightlife economic development. As shown in the figure below.

Figure Consumption cluster development led by night transportation, culture and tourism

In this development model, night scene creation methods combining lighting, technology and creativity are used to brighten and improve the landscape of the transportation facilities at night, forming the core attraction of night scenery lanes. At the same time, on the basis of in-depth exploration of regional characteristic culture, through theme activities, the creation of special transportation travel experiences and the improvement of basic service functions, we must systematically and serially integrate the tourism resources and night business formats distributed in scattered shapes along the route and surrounding areas., forming a full-line integrated night cultural tourism economic development structure with clear themes, diverse experiences, and integrated services.

Case: Luminous Bicycle Path in Nord Brabant, the Netherlands

The luminous bicycle track located in the northern province of Brabant in the southern Netherlands is a cooperation between Dutch emerging designer Dan Rosgaard and an infrastructure materials company. It is based on Van Gogh's famous painting "The Sky" and uses solar stones as landscape raw materials and lighting. The characteristic cycling road of the system, with a total length of 335 kilometers, will be open to the public since November 2014. It is a model for night tour development that integrates technology and humanistic emotional experience and connects regional cultural resources.

1. Unique road night landscape design forms a core attraction

Inspired by Van Gogh's famous work "Starry Sky", during the road design process, pebbles with special paint were used as construction materials, which could absorb solar light, glow in dark or cloudy environments and produce beautiful whirlpool patterns, highly restoring the scene in famous paintings, using technological means to pay tribute to Van Gogh, echoing the path's slogan "Here, history and future meet", culture, The night riding experience that combines art and technology has attracted many residents and tourists.

2. Relying on celebrity stories to connect regional cultural tourism resources

The luminous bicycle trail passes through Zindert, Van Gogh's birthplace, Tilburg, where his first painting class was held, Eton, where his first model was painted, and Newnam, where "The Potato Eater" was created, connecting Van Gogh in North Brabant The life trajectory of the province is connected together. The five scattered Van Gogh pavilions along the route, each with cultural and artistic values, also rely on this luminous bicycle trail to form a series of theme tours, gradually breaking through the limitations of a single museum exhibition and exploring Van Gogh's growth history. Painting inspiration and artistic career have become the focus of regional attractions that attract passenger flow. Derivative service formats such as painting classes, shopping centers, film and television theaters, and specialty catering have also formed a consumption cluster driven by the development of night tours.

--Development model of night cultural tourism landscape belt

The development model of the night cultural tourism landscape belt uses urban water systems, greenways, parks and other municipal infrastructure as the spatial carrier, and forms a night cultural tourism experience corridor through the implantation of lighting landscaping, culture and art, immersive technology and other elements. Based on this, we will connect the city's landmark attractions, cultural venues and commercial clusters along the line, and combine the layout of surrounding specialty restaurants, cultural markets, performing arts shows and other business formats. The formation of a night economic cluster integrating urban scenery and diverse consumption scenarios. As shown in the figure below.

Night cultural tourism consumption landscape belts are usually based on municipal infrastructure that undertakes the function of optimizing the urban ecological environment, and are located in urban landmark landscape building gathering areas. Through the application of creative themes and night landscaping technical means, urban humanistic sentiments and modern scenery are formed. Consumption gathering area featuring modern scenery.

Case: Chengdu's "Night Tour to Jinjiang" Project

"Night Tour of Jinjiang" is a new business card for Chengdu leisure tourism created by Chengdu Cultural Tourism Group. It is located in the 240-kilometer Jinjiang Greenway built along the Jinjiang River in Chengdu. The waterway test was completed during the Spring Festival of 2019 and will be operational in April 2019. The project takes the "Jinjiang Story Scroll" as the main line, and the two rivers surrounded by the "Fuhe" and "Nanhe" as the carrier in the city center, forming a 4.4-kilometer Chengdu Urban Landscape Dynamic Experience Corridor, connecting urban leisure, Dongmen Market, and downtown meditation. The four major areas of Jinguan Guyi have created six themed scenes of "night market, night food, night exhibition, night show, night festival, and night sleepover" along the way, creating a night tour experience cluster for local residents and tourists.

1. Combine culture and technology to create night cultural tourism IP

The "Night Tour of Jinjiang" project is based on well-known historical poem scenes, from Du Fu's "The Gate Mooring the Dongwu Wanli Boat" to the land tour "The World is Rare along the Jinjiang River". Through the Wupeng Boat Night Tour project and cross-strait holographic projection, The combination of lighting shows, fireworks shows, and melodious ancient music reproduces Chengdu's historical prosperity and creates the artistic conception of "people traveling in painting". Relying on the immersive lighting landscape, Chengdu Night Cultural Tourism IP has been created.

2. Connect cultural, commercial and travel resources along the route to form a night economic ecosystem

The "Night Tour of Jinjiang" project not only generates ticket revenue from simple rafting cruises, but also uses the river space and stopping points to connect many commercial resources such as Tai Koo Li, 339 TV Tower, Lan Kwai Fong, Jiuyan Bridge, etc., and incorporates the newly established characteristic theaters, traditional markets, art districts, museums, teahouses and other consumption places on the river into the tour line system, forming a grouped and large-scale development structure. It further released Chengdu's night economic vitality.

--Development model of night cultural tourism complex

The night cultural tourism complex development model is a comprehensive development model based on a certain cultural tourism development background and land foundation, and guided by night cultural experience and leisure consumption. Night cultural tourism complexes usually rely on large leisure clusters such as cultural industry parks, scenic spots and surrounding areas, hotel clusters, resorts, and commercial complexes as the core. Through the creation of night landscapes and diverse consumption experience projects, they form an interactive development of cultural tourism. Based on the gathering of overnight people and the transfer and extension of consumption, it drives the development of regional resort real estate communities, supporting service formats and cultural tourism extension industries, thus forming a higher service quality. A night economic agglomeration development structure with complete leisure functions. As shown in the figure below.

Case: Tangshan Nanhu Night Cultural Tourism Complex

In 2018, Tangshan Cultural Tourism Group relied on Nanhu Scenic Area as a spatial support, with Nanhu Light Show, China Tangshan Shadow Play Theme Park, Designer Garden Love Road, Football Theme Hotel and other projects as the main body, supplemented by a number of high-quality cultural activities, creating a night cultural tourism consumption complex with rich content and colorful highlights.

1. The light show is the core, forming the foundation for night attraction

The South Lake Light Show covers six key areas of the South Lake Scenic Area: Danfeng Chaoyang Square, Domestic Park, International Park, Longshan, Yunfeng Island, and Love Road. It uses more than 2 million new energy point light sources and is set in four display forms, including spring, summer, autumn and winter. The three opening modes of energy conservation, weekdays, and festivals, complement each other and present Tangshan's thousand-year-old charm, century-old civilization, and urban transformation, becoming the core attraction for overnight tourists to gather.

2. Diversified business formats layout to create a full industry chain structure for night consumption

Based on the lighting effect of the lighting show, Tangshan Cultural Tourism Group makes full use of service areas, domestic parks, international parks and other venues to plan themed specialty catering, themed hotels, cultural display blocks, intelligent sports stations, shadow puppet theaters, Tangshan gift flagship stores and other consumer-oriented formats covering multiple factors of tourism. During the 11th National Day of 2018, the number of tourists entering the Nanhu Scenic Area exceeded 700,000 in four days, exceeded 900,000 in five days, and exceeded 1.06 million in six days. The total number in seven days reached nearly 1.2 million, a year-on-year increase of 780%. The market response was good. In 2019, the live-action performance "The Year of Prosperity", created based on the natural landscape and cultural landscape of Yunfeng Island in South Lake, Tangshan, was released. It used modern digital multimedia technology and light and shadow technology to interpret the spiritual connotation of Tangshan's century-old cultural heritage. At the same time, with the holding of high-quality cultural activities such as ecological long-distance running, concerts, marriage proposal challenging the Guinness World Records, and the "Exploring the Taste of Tangshan" Food Festival, the Nanhu area has gradually become a Tangshan night economy that blends dazzling light and shadow and in-depth cultural experience. New business card.

2. Key points for the development of night cultural tourism consumption clusters

(1) Grasp the "innate conditions" and eliminate blind development

Although the creation of night cultural tourism consumption clusters is an important means for the development of "all-time" tourism, its development must be based on a certain daytime tourism development foundation or commercial development foundation, such as mature scenic spots and commercial development foundations, central areas of first-tier cities or ancient towns with a passenger flow foundation, etc., and the site selection must be built with complete parking lots, full WIFI coverage, tourist toilets and other infrastructure, and a supporting system of supporting service systems. If the project site is still in the early stage of cultural tourism development, and there are problems such as inconvenient transportation, limited available land, low consumption capacity in the city and surrounding areas, lack of resources, or service facilities that are difficult to meet the increasing population and tourists, priority should be given to solving the constraints on the economic development of daytime cultural tourism, and eliminating the waste of funds and resources caused by the manual application and blind development of night tour projects.

(2)"Lighting" requires culture as the soul and creates characteristic themes

Create a night cultural tourism consumption cluster with the direction of "regional characteristics + cultural elements", carry out night cultural tourism consumption scene design and theme creation, develop consumption projects with unique IP value and aftertaste experience, and create a high degree of recognition and sensitivity., a consumer brand with a good reputation.

In an era when light shows and tourism performing arts are increasingly becoming the "standard" for night tours in scenic spots and cities, and "when the lights are on, thousands of gold" has become the consensus of governments at all levels. It is necessary to avoid the homogenization of night cultural and tourism projects and form a gathering of people. The core attraction needs to start from the regional cultural connotation, including urban humanistic history, modern fashion culture, characteristic lifestyles, etc., and refine regional cultural stories and regional customs through light and shadow, performing arts, immersive experience and other means. Only by reconstructing and lighting presentation, and building characteristic themes and cultural IP that are in line with the city's temperament can we form the unique selling points and differentiated characteristics of night cultural tourism projects. At the same time, we must pay attention to the integration of cultural tourism and create more experienced night cultural scenes and night tourism destinations with connotation. In addition, scenic spots can also add digital art technology such as AI, VR, AR, virtual reality, and cloud tourism. Tourism projects such as projects, leisure and entertainment interactive experiences.

At the same time, in line with changes in people's consumption psychology and market demand, we will innovate and develop night performances, night exhibitions, night reading, night entertainment, night shows, night tours, night food, night shopping, night sleepovers and other business formats, and launch immersive performing arts, intangible cultural heritage interactive projects and normalized, high-quality, and characteristic night cultural tourism consumption experience products such as cultural and creative products, 3D light shows, and street art performances, extending the cultural tourism consumption chain.

(3) Connecting Jingcheng landmarks to form a characteristic tour route

It can be seen from the successful cases of night cultural tourism consumption clusters that connecting regional landmark landscapes and urban cultural venues and carrying out unified theme creation and night scene design for them is a way to highlight urban tonality and promote the integrated development of scenery and cities at night. common way. One or more themed tour route systems should be planned based on the current situation of the venue and cultural endowment. Through the combination of multiple landmark sightseeing and night tour experience products, originally independent attractions and cultural venues should be linked with each other to jointly form a brand for urban night cultural tourism. influence.

(4) Create multi-dimensional consumption scenarios and form an integrated development structure for culture, tourism and business

The creation of night cultural and tourism consumption clusters must break through the traditional concepts of night sightseeing, night cultural exhibitions and night retail. It should start from meeting the diverse leisure consumption needs of residents and tourists, and innovate through industry-related elements such as food, accommodation, travel, shopping and entertainment. Combination, create diversified consumption scenarios and create a one-stop service structure, upgrade the quality of night tourism experience, and through the popularity and creativity gathered brought by the cultural and tourism industry, Promote the settlement of commercial enterprises and large-scale economic development, and form a comprehensive development structure integrating culture, tourism and business.