Shaping the cultural tourism metaverse, immersing interaction, new experiences, and new consumption

On October 18th and 19th, the Second Ecological Conference of Cultural Tourism China Yuanverse hosted by China Culture and Media Group was held in Beijing. At the meeting, how to create a new life consumption scene with immersive interaction, create a multi-sensory interactive experience, and leverage new increases in cultural tourism consumption has become a hot topic in the industry.

Not long ago, the "Three-Year Action Plan for the Innovation and Development of the Metaverse Industry (2023-2025)" (referred to as the "Action Plan") jointly issued by five departments including the Ministry of Culture and Tourism proposed: Promote immersive and interactive life consumption scenarios. Build a cultural tourism metaverse to provide products and services such as digital collections, digital human explanations, and XR guides around application scenarios such as cultural venues, tourist attractions and neighborhoods, and festivals. Create new business formats such as digital performing arts and "cloud tourism", and create an immersive experience space for digital and intelligent cultural tourism. Build three-dimensional product models, digital shopping guides, and virtual shopping malls to enhance the immersive shopping experience. Accelerate the application of Metaverse in radio and television listening scenarios, promote the establishment of a program production and broadcasting system in the form of Metaverse, establish a virtual production, virtual and real integration tool pool and public service platform, promote the iteration and innovation of program production tools, create a new model of future TV, and enhance media service capabilities and enrich the people’s spiritual world.

In the view of Lu Jiefeng, dean of the School of Art and Design of Wuhan University of Technology, a series of specific measures in this entry can effectively promote the digital transformation and innovation and high-quality development of the cultural and tourism industries. Metaverse related technologies are the key to promoting this New impetus for transformation and development.

Lv Jiefeng, Dean of the School of Art and Design, Wuhan University of Technology

Lu Jiefeng said that first of all, Yuanverse technology can provide products and services such as digital collections, digital human explanations, and XR guides in application scenarios such as cultural venues, tourist attractions, and neighborhoods, providing richer and more interactive services for the cultural and tourism industries. A more sexual experience. This better experience comes from the improvement of tourists' sense of participation and interactivity, and the optimization of experience can promote the public's interest in cultural and tourism resources and guide them to come to experience and consume. As a key aspect of the digital transformation of the cultural and tourism industry, such initiatives can promote the expansion of traditional tourism and cultural fields into digital models, so that these resources can be better and more fully developed, disseminated, and shared.

Secondly, new business formats such as digital performing arts and "cloud tourism" will bring a lot of innovation opportunities to the culture and tourism industries. The cultural tourism industry can use Metaverse digital technology to break geographical and time boundaries and the traditional performance and tour model framework, create new interpretation and tour methods that are combined with digital technology and refreshing for tourists, broaden industry revenue channels, and attract More audiences are engaged.

Thirdly, measures such as building three-dimensional models of products, digital shopping guides, and virtual shopping malls can to a certain extent solve the problems that need to be improved in the current mainstream online shopping platforms and online shopping experience processes, and directly address the key pain points of users in the online shopping process. Currently, most online shopping platforms still display products through traditional methods such as pictures and videos, which have great limitations in presenting the actual condition and details of the products. Problems such as color aberration and differences between the actual product and the pictures sometimes occur. Measures such as three-dimensional models that can better reflect the overall picture of products, digital shopping guides that can better explain details, and virtual shopping malls that break the boundaries of time and space and become larger-scale can provide effective improvement directions for solving such problems.

Finally, the establishment of a virtual production and virtual-real integration tool pool will update media production methods, provide more innovative tools, and improve media creation efficiency. At the same time, the virtual production of programs will become more diverse. This will enrich people's entertainment choices and improve the competitiveness of the media industry.

“By promoting immersive and interactive life consumption scenarios in the culture and tourism industry and building a cultural tourism metaverse, more opportunities will be provided in the future to improve user experience, create new cultural tourism consumption business models, and promote cultural tourism consumption. The tourism industry will develop faster and better," Lu Jiefeng said.

The cultural tourism China Metaverse created by China Culture Media Group is positioned to build digital resource aggregation, digital asset circulation, and public services for the cultural tourism industry in a unified 3D time and space that is fully online, interconnected, and interoperable with applications. A support system with complete service empowerment and operational standards. Through a unified entrance, resource management and value realization services are provided in a platform-based and market-oriented manner. At present, the Cultural Tourism China Yuanverse Central City, Cultural Tourism China Yuanverse Digital Cultural Commodity Trading Module, China Cultural Tourism Chain, and " Panda” copyrighted products and other new platforms and new products.

Lu Jiefeng believes that the Metaverse, as an immersive interconnected space that integrates the digital and physical worlds, needs the creation of corresponding platforms to provide basic support for the actual implementation of its products and services.

First, the Cultural Tourism China Metaverse Platform provides users with a full-time online, interconnected 3D time and space. In such an environment, users can obtain a near-real immersive experience, seamlessly interact with digital resources and other users, and build a bridge between the real and the virtual. The platform utilizes advanced digital technologies, such as artificial intelligence, blockchain, cloud computing and virtual reality, to provide strong support for the production and dissemination of cultural and tourism content. These technologies can transform traditional cultural and travel content into digital content and ensure that they are efficiently disseminated and displayed in the metaverse. Through immersive experience and digital technology empowerment, the cultural tourism China Yuanshi platform can effectively drive cultural tourism consumption, thereby bringing new growth points and incremental markets to the cultural tourism industry.

Second, the platform’s initiatives can also promote the universalization of cultural and tourism resources, accelerate the digital transformation and development of cultural and tourism resources through technological innovation and integration, form a combination of virtual and real technical capabilities and content planning and presentation capabilities, and improve The level of universalization of cultural and tourism resources to meet people’s needs for a better life.

Third, the cultural tourism China Metaverse platform not only focuses on the online Metaverse experience, but also focuses on combining offline cultural tourism resources with online digital content to provide users with integrated online and offline immersion. experience. For example, China Culture Media’s new cultural and creative collection platform uses the integration of digital technology and culture and art to provide users with an interactive experience with digital artworks, providing an innovative reference for online and offline scene experiences.

“The Cultural Tourism China Yuanshi Platform has effectively responded to the promotion of immersive interactive life consumption scenarios by providing immersive interactive experiences, using digital technology to empower content production and dissemination, and innovating online and offline scene experiences. ' requirements and provide strong support for the high-quality development of the cultural tourism industry." Lu Jiefeng said that the construction of the cultural tourism China Yuanshi platform can lay a solid foundation for the high-quality development of the cultural tourism industry, and content cooperation can continue to be expanded in the future , strengthen interaction with users, integrate new technologies, strengthen security protection, and actively participate in industry exchanges and cooperation, and continue to use "digits" to empower the high-quality development of the cultural tourism industry.

Editor: Chen Mengyao

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