Shape the classic IP of the scenic spot to make red culture younger

▲ Jinggangshan has become one of the classic red tourism classic scenic spots in the young group (information picture)

Every summer is a popular time period for red tourism. Not only do many parents bring their children to "check in" the revolutionary site in the summer, but the "post -00s" and "post -90s" have also become a new force for red tourism.

The trend of red tourism is significant

For a long time, people have a stereotyped impression on red tourism, that is, red tourism is the patent of the elderly. When it comes to the red scenic area, it always thinks with the sunset red tour group. As everyone knows, after years of precipitation and development, red tourism has covered tourists of different ages. It is not only loved by the sunset red tour group, but also has been sought after by the younger generation.

The "China Red Tourism Consumption Big Data Report (2021)" released by the China Tourism Research Institute and the Malaysian Honeycomb Liberty Laboratory Laboratory shows that 41.7%of the number of tourists participating in the survey reached more than 3 times, of which 7.1 of which 7.1 %Of the number of tourists with more than 5 times, and more than 40%of tourists often choose to visit the red scenic spots. According to the big data of the Malaysia Honeycomb tourism, the popularity of red tourism search has increased year by year. Among them, the popularity of the Beijing -Tianjin -Hebei Red Tourism Area, the Xiangong -Jiangxi Fujian Red Tourist Area and the Shanghai -Zhejiang Red Tourist Area have increased the highest.

In the data published in 2021, the total number of "generations" and "post -90s" who participated in red tourism have accounted for more than 51%. Compared with 2019, it has increased by 2 percentage. The trend of younger and more young.

Not long ago, Ctrip released the "Red Tourism Big Data in the First Half of 2022". From the age of the tourist group in the red scenic spot, the age of red tourism users is mainly "post -80s" and "post -90s", accounting for 41%and 41%and respectively. 26%. This data shows that the proportion of young groups participating in red tourism has increased significantly and has become the main force of red tourism.

Whether it is a family parent -child tour, red research tour, or a person who said from a person to walk, feel the red culture, share the red journey, and become a daily choice for many people. Watching revolutionary animation, reading revolutionary books, visiting revolutionary attractions are becoming windy. Watching red performing arts and buying red cultural and creative products has become a new trend for young people.

"Red+" fusion format leads new consumption

Affected by the epidemic, the suburbs and surroundings have become a new choice for many consumers. From the report of "Red Tourism Big Data in the first half of 2022", we have also seen this trend. Data show that tickets for summer red tourism scenic spots increased by 5 times; 88%of tourists chose local red tourism; the proportion of local customers around the red tourism surrounding local customers increased by more than 40%; 88%of tourists in the first half of the year reserved "local+surrounding" red Tickets for tourist attractions.

Red tourism is surrounded by localization, let us see a trend, that is, red tourism is moving towards the normalized travel of popularization and "home door". Among them, the consumption of the "post -80s" consumption is significant. From the 41%proportion of red tourism in the "post -80s" and nearly 30%of the red tourism of parent -child families, we can see the "80" group. The driving force of red tourism is indispensable.

According to statistics, in the "red+" integration format, tourists favorite is "red+film and television", followed by "red+sports", and the third place is "red+anime / game". These three total proportion It is 40 %. Among the specific projects, the type of red tourism projects of tourists is the first and second -ranking of red homestays and red real -world performances, both of which account for nearly 20 %.

Corresponding to the huge "post -80s" consumer group, the Red Scenic Area should fully consider and combine the consumer preferences of the group, and some targetedly launch the "red+" integration format to attract more consumer stickiness.

Create a classic IP and enhance the aesthetic identity

For young groups and parent -child travel, we should use "red+film", "red+anime / game", "red+performing arts" and other methods to increase the proportion of immersive experience projects that young people and children like to broaden the red Cultural communication channels, expand the influence of red culture.

The "Red+Performing Arts" project allows red stories to quickly enter people's vision through a more intuitive way, enter the mind, and fully tap the cultural value of red resources. In addition to watching on -site, the transmission of video works can also break through time and space restrictions, expand red culture The influence and communication power. Strengthen the interaction of the "Red+Performing Arts" project through scientific and technological means, so that tourists will deeply experience the situation in the red story while incorporating the plot, and experience a journey of being baptized by red culture. This effect is more effective than preaching. It's much more.

In addition, red cultural and creative is also an important medium that attracts tourists and strengthen tourism experience. Red tourist souvenirs have long been in, and most of them were commemorative coins, pendants, and statues. As young people are more and more enthusiastic about red culture, red cultural and creative products have also begun to become creative transformation and innovative development. A series of explorations have been made in trendy and younger, which has triggered a wave of red cultural and creative products.

Finding the combination of the historical culture and trend culture of the Red Tourist Scenic Area, making articles on traffic and word -of -mouth should be the research and development direction of red cultural and creative products. In the process, how to make good use of contemporary design language and make good use of novel and unique ideas is the key to whether red culture can achieve success.

At present, my country has built 300 red tourism classic scenic spots. During the "Fourteenth Five -Year Plan" period, the number of classic red tourism scenic spots in my country is expected to be further expanded, the connotation will be richer, and the coverage will be wider. Develop and empower. The development of the "Red+" industry requires both good IP and aesthetic identity. To create a "red+" IP, it is especially necessary to conduct in -depth understanding and modern interpretation of the red cultural connotation, pay attention to refining the core elements of the red resources, strengthen creativity and innovation, increase digital research and development and technology, and design a young and trendy design in order to strengthen the right to the right. The attractiveness of young consumer groups. In terms of IP transformation, you can be eclectic, good at using different art forms such as opera, drama, and children's drama to show red stories. Use good red tourism cultural and creative products to deeply tap local history and culture. The unique and new original tourism products have made the development of red tourism scenic spots, red performing arts and red cultural and creative products favored by more tourists, so that the red values ​​are more popular and the spread of red culture becomes more and more. wide.

"China Culture News" on July 25, 2022

The 3rd version published a special report

"Shape the classic IP of the scenic spot to make red culture younger"

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Editor -in -chief: Chen Xiaoyue

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