New Cultural Tourism: Move in innovation and challenges

Need professional ability, and more need to be in awe

With the prosperity of the cultural market and the rise of museums, more and more fresh and interesting exhibitions, unique cultural and creative products have become popular on the Internet, and entering people's daily life. Cultural institutions such as museums have developed IP authorization for the society and brands, becoming a new phenomenon of the industry, and the emerging occupation of the Cultural and Creative IP authorized commissioner is born.

▲ Jiang Yan and colleagues participated in the IP authorization docking meeting.

Jiang Yan, director of the Cultural and Creative Department of the Suzhou Museum in Jiangsu Province, and her two colleagues, are engaged in the work authorized by cultural and creative IP. From a joint cooperation with a bookstore in the authorized bookstore "Encounter Subo" to the cooperation with a skin care brand brand with Suzhou City -osmanthus ascendant cream, Jiang Yan and her colleagues have controlled, and their colleagues have controlled. Many projects have been operated, and many recognized cultural and creative products have been launched. Behind this is the caution of cultural and creative IP authorized commissioners such as thin ice, profound professionalism, and cultural supremacy.

Compared with the traditional work of cultural and creative products, the cultural and creative IP authorization commissioner is a more upstream and more global work. It is necessary to conduct background investigations and judgment brand tone of cooperative brands, find the appropriate collected cultural relics IP and Cooperation, colliding with cooperative brands sparks to meet people's needs for cultural and creative products. The Cultural and Creative IP Authorized Commissioner does not directly engage in specific creations. However, from proposing a plan, determining design ideas to communication with cooperative brands, to product production, later announcement, etc., the cultural and creative IP authorized commissioner's participation and control.

Cultural and creative IP authorized commissioners should often deal with the copyright agent, and often have brands directly to find them. At the same time, they will take the initiative to find suitable projects. Jiang Yan recalled that for the first time, she consciously did the cultural and creative IP authorization. In 2016, she cooperated with a well -known e -commerce platform and three clothing brands in 2016, and achieved good results. In the next few years, she accumulated rich experience.

For the cultural and creative IP authorization commissioner, the pursuit of social benefits is the first, and on this basis, we must take into account economic benefits. The core responsibilities of the cultural and creative IP authorized commissioner focus on "supervision", that is, supervision and revision. Sometimes, the cooperative brand's understanding of cultural relics is deviated, and the interpretation boundary of cultural relics IP is not clear. It may appear wrong interpretation such as spoofing and ridicule. It is particularly important to correct the discipline of cultural and creative IP authorizations in time. The products launched have considerable cultural tastes, fit the museum's social mission and long -term interests, and spread positive and positive cultural value to the public. Regarding the main points of the cultural and creative IP authorization work, Jiang Yan often mentioned a concept: museum ethics.

Jiang Yan said that the connotation of the museum's ethics is difficult to make it clear. It refers not only to the pursuit of social benefits, but also to a certain academic boundary and cultural character. Terms of Use. "The model of cultural and creative IP authorization and dual brand cooperation is cultural communication. The purpose is to let the public understand the museum and cultural relics through cultural and creative products, which not only enhances the social influence of the museum, but also uses cultural power to empower the brand. Implement the effect of '1+1> 2'. "Jiang Yan said.

Out of respect for cultural relics and the adherence to the ethics of the museum, Jiang Yan deeply feels that the process of working authorized by cultural and creative IP is not easy. It is often necessary to "cognitive correction" with the cooperative brand "fighting wisdom" and repeatedly. Value is also here. Over the years, Jiang Yan has collaborated on many brands. Although it is difficult to get free for free in almost every cooperation, whenever he has poured out the heart -creating cultural and creative products, he always feels full of accomplishment. Of course, Jiang Yan also rejected many brands, including very well -known brands. "For example, a computer brand has proposed the image of printing a cultural relics on the box. In this way, we have decisively refused." Jiang Yan said, "This concept of cooperation stays at a relatively superficial level. The cultural relics and presentation methods of cultural relics, there is a clear sense of fragmentation between products, which are not nourishing and consumption for the brand of cultural relics and museums. "And for the cultural value of the museum and cultural relics, willing to take out the cultural relics and the cultural relics, and willing to take it out The cooperation between the relevant products and promotion of related products will reduce the authorization fee to promote cooperation, so that cultural and creative products carrying rich cultural connotation are understood and paid attention to.

It is not difficult to find that cultural and creative IP authorization work has high requirements for practitioners. Not only does it need to face cultural relics at the business knowledge level, have a deep understanding of the museum, have excellent identification and communication ability, but also a sense of awe of culture. Jiang Yan and her colleagues are from related majors such as museums, art, and other related majors. They have excellent professionalism and adherence to the museum ethics during the industry.

According to Jiang Yan's understanding, at present, about seven or eight museums in China are conducting cultural and creative IP licenses in a large scale. Some museums do not have special positions. Corresponding cultural and creative products. "In the past, domestic IP authorization was mainly concentrated in the fields of toys, animation and other fields, and it has become increasingly diversified." Jiang Yan said that from the data from foreign experience and relevant industry associations, cultural and art IP authorization is authorized in various IPs in various types of IPs. The proportion of authorization is about 3%, and society has a relatively stable demand for this. As far as the domestic situation is concerned, despite the slowdown of the new crown pneumonia's epidemic, the authorization of cultural and creative IP authorization still shows a clearer large -scale development trend, which will bring people more new, tasteful, valuable, valuable, and valuable in the future. Cultural and creative products. The script kills DM:

Lead players to experience more characters

"China immersive script entertainment industry research report (2021-2022)" shows that from 2018 to 2021, the overall number of escape and script killing operating venues increased by more than 400%, and the scale of immersive script entertainment industry expanded rapidly The immersive entertainment represented by script killing and the escape of the secret room has become a new cultural and tourism forces that cannot be ignored. With the rapid development of the script entertainment industry, practitioners in this industry have also received public attention. How do these new format participants view this industry? Why enter the field of script entertainment? What are the thinking of the future and development of the industry?

The script kills DM (Dungeon Master), also known as the host, is an organizer of the script killing game and the key plot of the game. It also includes a variety of identities such as directors, referees, notary. It is important, the guarantee of game integrity and fun.

Wu Yue has been engaged in DM for more than 4 years. As a senior DM, she loves her work very much. She is currently engaged in the script producer in the "reasoning master". Talking about the opportunity to engage in the professional DM profession, Wu Yue recalled: "I am a player in China earlier in China. In 2018, I was still studying in college. A friend from Guizhou recommended and took me to play the first first. The script "Shadow Plan", later more and more students joined our game. We also opened a small shop that belonged to it. At that time, I played the role of DM in the store. "

After graduating from college in 2019, Wu Yue should hire the position of Amazon English commissioner. "But after thinking about it, I feel that I am still young, and I really like the script killing industry. I went to other scripts to kill the store and did the old business of the college period. Unexpectedly, it will be now. "Wu Yue said.

"DM's daily work is actually very complicated. When there is no player, we need to learn the script that is not familiar with the store. It is important to eat through the script. After the player comes, DM will lead the player to enter the role and use our own interpretation and talked belt Players experience a unique life role. "Wu Yue introduced.

"Bring the book" means leading players into the role and promoting the development of the plot, which requires DM to show superb professional literacy and skills. "First of all, you need to observe the words and make the player's requirements as soon as possible. Second, the performance of the script is the core competitiveness of DM. Therefore, the rhythm of the game is controlled, the role of the role is strong, and the script is created in the actual situation. It is an indispensable condition for excellent hosts. The work content of the DM profession is more 'complicated', which can be said to be a combination of performance, service, and field control. "Wu Yue said.

For Wu Yue, DM's work is more like changing the story to tell players. "I like this feeling of sharing a period of sorrow or excitement or touching story with several peers, and enjoy the sense of satisfaction and pride when the player applauds when the player applauds." Wu Yue said.

However, some people in the industry have pointed out that the employment model of the script entertainment industry is not clear enough now. The threshold of DM has low entry threshold and low income, so that many outstanding practitioners have been lost. "As far as I know, most DM's income can only barely support themselves. Only some industry leaders have a bright future. Take me as an example, my DM career in Xiamen is smooth, and some fans have also gained some fans. With the foundation and space thinking about the future of the script entertainment industry, I also get their expectations as expected, but many DMs do not have this opportunity. This is also one of the problems that the industry needs to be resolved in the future of the industry. "Wu Yue admitted.

In order to strengthen the management of script entertainment operations and promote the healthy and orderly development of the industry, in June of this year, 5 departments including the Ministry of Culture and Tourism issued the "Notice on Strengthening the Management of Scripts and Entertainment Operation Places". The focus is on strict content management, adhere to the correct orientation, use the healthy and positive script script, and encourage the use of the script script that promotes the main theme and spread positive energy.

"In 2018 and 2019, the quality of the script content was uneven, and even yellow and violent elements in individual scripts were still there. Gradually mature, the script industry has also entered a state of full flowers from the initial single 'reasoning' model. Today's script content is more focused on social issues and human history. ', I believe that in the future, the volume of script entertainment will not be less than that of KTV, movies and other entertainment methods. "Wu Yue lamented. From the perspective of Wu Yue's personal experience, the literacy of the script entertainment practitioners is vital to the high -quality development of the entire industry. More and more people in the industry also pay attention to this issue and actively find solutions. In July of this year, the "2022 Script Entertainment Industry High -quality Development Training Course (Phase 1)" hosted by the China Culture and Entertainment Industry Association was held in Hangzhou. This training course is also an important activity of the industry's comprehensive improvement of the self -standard consciousness of self -standardization of the script entertainment industry, strengthening self -discipline management capabilities, and building a high -quality development foundation in the industry.

During the training period, the content audit of the cultural field of senior experts combined with the script product review specific cases to analyze the main points of content, scene, service, offline interpretation, marketing and other links. The purpose and focus of the script content review, and the further upgrade of the creative concept and method of the script products gives suggestions.

According to Kong Ming, Secretary -General of the China Culture and Entertainment Industry Association, next, the association will guide the industry to carry out compliant construction in terms of content safety, minor protection, production safety, consumer rights protection, copyright protection, etc., and organize authoritative experts in various fields Regular training and counseling of employees, comprehensively improve industry self -discipline management capabilities, accelerate the construction of industry standardization, and fully serve the high -quality development of the industry.

Camping owner:

Create a carrier for outdoor lifestyle collection

▲ Pictures of the camping site are provided by the respondent

What I did before was the city's homestay. In 2020, the sudden new crown pneumonia's epidemic caused our team to stop. A coincidence, I met the founder of the morning camping, so I joined this new platform with the original core team.

In the early days, everyone's understanding of the concept of camping was relatively simple, but it was just an auxiliary functions other than the hiking mountaineering activities. There are no vertical camping plates for major online tourism platforms. At that time, it was difficult for our products to list these platforms, because the platform could not define that it belonged to the accommodation sector, nor did it identify it as a tourist product.

What we have to do is the exquisite camping products close to nature in the suburbs of the city. Exquisite camping is not a simple picnic camping. It can understand it as a high -level outdoor camping life. At that time, this product was absent in the market. At the time, we accelerated the speed of landing and founded the camp sector under the morning camping -the morning camping. As a startup company, we often do a lot of things alone, from business to product landing, to later announcement and other work. In the early days, I was mainly responsible for product and content.

The reason why the exquisite camping is "exquisite" is naturally indispensable for equipment. At that time, most of the camping equipment was imported brands, and there were few domestic brands. If you want to buy a full set of imported camping equipment, you need to invest tens of thousands of yuan, and more than 100,000 yuan. For primary camping players, this is a small cost. Considering this reality, we provide full equipment services to the camp, set up tents in advance, and even provide experience equipment such as outdoor lights, barbecue ovens outside the tent. By buying equipment, establishing an operating system and a warehouse system, and implanting corresponding activities, we make camping into products with integrated accommodation and accommodation. Perhaps it can be understood that it is not a standard tourist product, nor is it a standard accommodation product, but the two superimposed experiential travel products.

With the continuous upgrading of products in the later period, we not only provide camp accommodation services, but also developed a new series of experiential camping sector MorningLab, the new IP focuses on city camping. Links yoga, flying plates, land surfing, open -air theater, music party. We even have a topic of pet camping, which means that players can only bring pets to participate in this camping experience. The camping itself has its own social attributes. If you go to the hotel, you will definitely not knock on the door of the room next door, but in camping activities, whether it is a good camping camp for good morning camping or Morninglab's city camping, everyone can communicate experience in camping activities to talk about common commonly speaking Hobbies. Become a friend unconsciously, and you can camping together next time.

Not every player will experience exquisite camping in depth. Some players may just take pictures for taking pictures. We will make a detailed classification of player groups with different needs. Players with deep experience needs, we will provide corresponding services targeted. For example, the cooperation between our MORNINGLAB plate and the Shanghai center, layout a camping scene on a rooftop on this Shanghai -standard building, allowing players to use the "three -piece set" of Lujiazui as the background and experience the light dining of the outdoor tent atmosphere in the center of the Shanghai center. Watch open -air movies. In the past year, we have also opened two normal operating camping restaurants in Shanghai's malls. To put it simply, the restaurant is arranged into camping scenarios and creating a picnic atmosphere, but in the development of menu, we will focus more on camping related products. In fact, cities can be "camped" everywhere. I have been thinking about what kind of experience content should players get in the camping environment, and what are the players who feel that they do it? We will set different products according to different needs experiences. Like outdoor camps, more consumption is parent -child tour. In the situation of normalization of the epidemic, many parents will take their children to experience outdoor camping on weekends. This is the main customer group of Qingpu Morning Sun Island Resort. In the camping sector of MorningLab, young people and pet enthusiasts will be more, and we will host some targeted and interactive experience activities. Our positioning is that camping is just a lifestyle, and we must create a carrier of the collection of outdoor lifestyles.

Camping is a very broad lifestyle, which is equivalent to moving home outdoors. Everyone can find their own fun in it. At present, major online tourism platforms have developed and camping plates. I believe that in the future, camping will develop into vertical and independent fields like homestays and hotels in the future, and it is no longer an accessory. As for the growth and development of this profession, I feel that camping can become a long -term struggle track. Of course, it is most important to have fun.

(Tellian: MorningLab the principal, co -founder spit)

"China Culture News" on August 12, 2022

The 4th version published a special report

"New Cultural Tourism: Move in Innovation and Challenge"

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Editor -in -chief: Chen Xiaoyue

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