Getting policy support for “script killing + travel agency” = new tourism?

The new gameplay has attracted many young people with its suspense, entertainment, sociability and other characteristics. Some people will even travel to a city specifically for a certain "script killing".

With the vigorous growth of the "script killing" market size, it has also driven the development of its upstream and downstream industry chains. In cities such as Beijing, Shanghai, and Chengdu, “script sales” have emerged that combine accommodation and tourism projects with cultural tourism scenes such as villas, scenic spots, B&Bs, and theaters. Many brands have also begun to work on "script killing" + immersive cultural tourism projects, and have cooperated with the government to create multiple immersive cultural tourism projects in Shanxi, Qinghai, Gansu and other places.

At the end of 2020, the Ministry of Culture and Tourism also issued the "Opinions on Promoting the High-Quality Development of the Digital Cultural Industry", which clarified the "development of immersive business formats" and proposed to guide and support technologies such as virtual reality and augmented reality in Application in the cultural field: support cultural relics units, scenic spots, etc. in using cultural resources to develop immersive experience projects, and develop immersive tourism performances, immersive entertainment experience products, etc. This provides policy support for the emerging immersive industry and gives the industry confidence in its future development.

In recent years, some travel agencies in Luoyang have begun to unlock new products and methods, trying to better combine the two to make tourists' travel experience richer.

"Tourists enter the plot from the moment they get on the bus. The food, accommodation and transportation along the way, the natural scenery of the scenic spot, and the tour guide's explanation are all part of the plot." The person in charge of a travel agency in Luoyang City Sun Hongyan said that during the National Day holiday last year, the travel agency incorporated "script killing" into its tourism products. The tourist routes covered scenic spots, museums, parks, etc., and combined experiential games with tourism, attracting many tourists.

Sun Hongyan said that nowadays, many tourists no longer travel simply because of the beautiful scenery of the destination, but pay more attention to the "storytelling" of tourism. Travel agencies also hope to take advantage of the continued "script killing" Hot, planning to create a batch of new tourism products.

In addition to travel agencies, many online travel companies have also launched "scripted sales" travel products. Different from ordinary "scripted sales", these "scripted sales" travel products tend to take longer and most require Prior reservation. Industry insiders said that integrating "script killing" into tourism products can break through the limitations of traditional tourism to a certain extent, allowing tourists to no longer just watch the scenery, but immerse themselves in it, understand the unique local cultural customs, and deepen their understanding of the local culture. The impression of local beauty, food, etc. enriches tourists’ travel experience.

"Traveling is not just about enjoying the scenery on the roadside, but also allowing tourists to understand the local history and culture." Sun Hongyan said that by deeply exploring local cultural tourism resources, tourism products and "script killing" The combination can not only give tourists a full range of script experience, but also allow tourists to experience the cultures of different regions in a more relaxed and enjoyable way.

Yang Kan, deputy secretary-general of the Immersive Scripted Entertainment Professional Committee of the China Culture and Entertainment Industry Association, said that from desktop scripted killing, real-life scripted killing, to the form of "scripted killing + travel agency", players are constantly pursuing experience This cross-border integration can benefit both parties. On the one hand, it can strengthen the "script-killing" brand. On the other hand, travel agencies can introduce and create suitable "script-killing" tourism products, which can also further enhance tourist stickiness. sex.

According to data, more than 40% of script killing users consume more frequently than once a week, and more than 60% of users consume it once every two weeks.

How to better integrate "script killing" into tourism products to enrich tourists' travel experience? Industry insiders said that on the one hand, we must focus on script creation and improve the quality of scripts. On the other hand, we must improve service quality and continuously innovate product experience.

After players experience the game plot + emotions, the scenery and culture they are in are transformed into profound emotional memories, reaching the highest level of cultural tourism - mind wandering. The identity transformation from tourist to player transforms the tour from loose, random, and purposeless to linear, orderly, and process-oriented, transforms the transmission of cultural information from passive instillation to active exploration with a mission, and transforms the traditional The travel process becomes a thrilling, soul-stirring adventure and a profound memory.

Some people in the industry said that the combination of "script killing" and study tours can become an important innovative model. Excellent traditional culture can be integrated into it through exquisite plot design, allowing students to immerse themselves in the form of role-playing. experience to better achieve study goals.