"Be prepared to open", the more exciting at night!How does the Jiangsu Museum make a difference in the "night economy"

The upcoming summer vacation, with the heating of the "night economy", more than a dozen museums in the province have launched a colorful "wonderful night" event. What is the popularity of the museum night? What kind of museum night tour in the public? In the context of the integration of cultural tourism, how does the museum make a difference in the "night economy"?

Open the museum night tour in many places,

"Night Economy" is more diverse

Appreciate the fan -shaped water show in the fake mountains of Ganxi's former residence, and experience the 5D immersive experience in the Jin catch building. In the teahouse, listen to the non -herediter to sing the Nanjing White Bureau. Taste Nanjing traditional snacks. On the evening of August 20, the reporter felt a cultural night market in Xunanli, Nanjing.

The museum is delayed on holidays, and night activities are not new in our province. Of the 335 filing museums, nearly half held the "Wonderful Night" event during specific festivals and activities. For example, the "South Bo Wonder Night" has been held for 7 consecutive sessions, and the annual reservations are "slow -handed." With the improvement of the cultural literacy and appreciation level of citizens, some museums began to try to open at night. For example, since September 2021, the closing time has been extended from 5 pm to 9 pm; more than ten museums such as the Suqian Museum, Changzhou Museum, and Wuxi Museum have also been relatively normalized during the long vacation and summer vacation. Extend the opening time.

Some museums will also hold night show activities to make the museum night "live". The Grand Boyn Temple Site Scenic Area and the game "Jiangnan Hundred Scenic Maps" jointly launched the theme wall punch card, creating a trunk market in the broom lanes on the north side of the scenic area, attracting diverse audiences; the Salt City Museum launched Hanfu culture month, Qixi begging folk interaction, Song Dynasty in the Song Dynasty Liao tea, Huai opera blues and other activities bring a different cultural experience to the audience. There are also some museums to plan research courses in combination with their own characteristics. The Nanjing Poor Biological Museum conducts the "Museum Wonderful Night -Sleeping at the Foot of Dinosaur" at night to explore the museum activities to allow children to find treasures in the museum and stay at the night of the Museum; The story in the history of the Six Dynasties, supplemented by the interactive experience, took the children into the life of the Six Dynasties 1700 years ago.

"In 2019 before the epidemic, our museum passed 250,000 a year. In 2021, the passenger flow was 190,000, only 60,000 people, which was better in the Nanjing Cultural Expo." The director of the curator Liu Yuan, as of June this year, the Folk Museum has completed the number of visitors and ticket income plans for the whole year. Statistics have found that the local passenger flow of the museum reached 85%of the total passenger traffic. Under the age of 40, it accounts for 30%of the total passenger flow, of which 23%of the ages of 30-39 are 23%, and this part of the crowd is the main force of the current night consumer market.

Gao Xiaoliang of the Museum of Suqian City also found that there were even more tourists in the night in the evening than during the day. For example, from July 8th to August 20th, during the 12 days of extended opening of the museum, the number of tourists at night exceeded 10 days during the day. Essence

The museum opens the night market, providing the public with new leisure places and entertainment methods, enriching the nightlife of the city, and optimizing the cultural consumption industry chain. The reporter found that most of the museums that are open at night at night are at the "night economy" gathering place to achieve cultural and tourism integration and development. For example, the Suqian Museum is close to the Xiangwang's hometown of Scenic Area. Essence In October 2021, the first batch of national night culture and tourism consumption agglomeration areas were selected as the Qinhuai Temple -Qinhuai Scenery Belt and the Changjiang Road District. In July 2022, the historical and cultural leisure district of Xidanli, Nanjing was selected into the second batch of national night culture and tourism consumption agglomeration.

"Without the addition of cultural consumption scenarios, the 'night travel ecology' is incomplete." Zhou Yi, Minister of Management Management Department of the Nanjing Tourism Group Xidanli Company, told reporters that the Xunanli block layout "New Night State" and is committed to creating youthful and delicate. Cultural tourism consumption projects, such as the union of the Nanjing Folk Museum, jointly build the "Ganzhai Yayun" night tour project, and organize the six dynasties, Hanfu Festival, reading festival, coffee festival, etc. in the neighborhood.

In addition to extending the opening time,

Even more "prepared"

On the daytime day, adults have to work and children to learn. Therefore, the museum is often deserted on my working day. On the weekend, people are crowded. They often need to make an appointment and queue on the spot. This also gave birth to the museum's night tour needs.

The reporter's interview found that the public's expectations for the museum night show is not just to extend the opening time and watch the exhibition alone, but also to see "interesting" and "characteristic". It is best to have something to get in addition to leisure.

"The museum at night has a little mystery than the daytime. In the classical garden, the historical figures are restored to use a modern light and shadow show in the classical gardens. Garden experience.

"Whoever speaks of Cao Cao, reports Sanchun Hui." On July 23, Chen Boqian and Xie Chengxi, the third grade of Tiebei New Town Campus of the South Normal University, went to Nanjing Folk Museum to enjoy the Nanjing White Bureau, and came to the stage to study and perform on the spot. Bai Bureau's "Jing Ye Si" and "You Ziyin". "Children and us have gained a unique night tour experience. Unfortunately, the interior exhibition hall night show is not open." Some tourists made suggestions for the museums of the Tibetan exhibition hall at night. "Fully tap the theme cultural elements of the museum, and give modern fashion packaging through creativity, bringing tourists a novel experience. Such night travel projects are really attractive." Yang Ying, director of the Tai Ping Heavenly State History Museum, said that the museum is considering further further further Enrich the night tour experience, introduce social resources, and upgrade the existing tour routes, tour methods, performance content, tourist interaction and other plans for Yezhanyuan, to enhance the immersive observation of tourists, and present a more quality, to visit tourists more quality, Connotation and fun realistic interpretation.

"The night tourism market is mainly young people, and their main demand is leisure and relaxation. In the future, our museum is ready to join the block to create a 'unlimited space non -heritage into the scenic spot." ", On the basis of protecting the inheritance of non -heritage resources, breakthrough the time and space restrictions, and in the scenic area, there are various non -heritage exhibitions and experience activities in various aspects of various links in the scenic spots. Wherever tourists go, they can feel non -heritage.

"The museum must be bright at night, and people must be kept. If there is a lack of high -quality exhibitions and activities, it is difficult to come by the door of the Museum of Culture and Tourism even if the door is open for 24 hours." To open the door simply, it should be "prepared to open". It is necessary to develop multi -business products that meet the needs of leisure, experience, and educational needs, and provide the public with more cultural, creative and interactive leisure places and methods.

Policy blessing,

Help the museum add color to the night

Although it has attracted much attention and expectations, it is not easy to extend the opening of the museum at night.

"The museum assumes the responsibility of protecting cultural relics and needs to ensure the safety of cultural relics at all times." Yang Ying said that increasing lighting facilities and large -scale laying wires will increase hidden safety hazards. Ancient buildings with wooden structures cannot afford this risk. Therefore, Zhanyuan only opens the garden area at night, and all use cold light sources. In order to reduce the danger of the human body, especially children, especially children's direct contact with lamps, the lamps must also be hidden to achieve "seeing the light without seeing the lights".

At the same time, many museums are limited by national public welfare attributes. Open night travel cannot bring benefits to employees. The increased passenger flow has no effect on their income, but "more burdens."

Fortunately, in May 2021, the "Guiding Opinions on Promoting the Reform and Development of Museums" issued by the Central Propaganda Department and the National Development and Reform Commission and other nine ministries and commissions encouraged conditional museums with conditions to be delayed and opened for 15 minutes. Our province's "Implementation Opinions on Promoting Museum's Reform and Development" proposes new development models such as "three powers", government investment+charity (foundation), and "large museums with small museums" to explore museum public welfare units and market mechanisms The pragmatic measures that are fused brought vitality with the "living water" of social forces to the development of the museum, and it is clear that the local governments can adopt the "one museum, one policy" method according to the actual situation, and formulate a reward method to stimulate the vitality of innovation.

In the province's related documents on promoting the development of "night economy", there are content that supports the opening of the openness of the cultural extension at night. Nanjing's "Opinions on Stimulating the Vitality and Prosperity of the Cultural Field" clearly stated that according to the open benefits of the open cultural Expo places at night, it increased 15%of the total annual performance salary of the unit as a reward of the night open overtime personnel.

At present, there are three main types of museums that are open at night in the province: many second -class museums of public welfare in Nanjing, with policy support, and the revenue open at night can be used for the performance rewards of overtime personnel; It is required to extend the openness and maintain operations through internal management methods such as rest; the Salt City Museum is the first museum of public welfare in our province to try to "separate the three powers" reform. Under the premise of not changing the ownership of Tibetan products and ensuring safety, it will be. The operation right to the market -oriented operation of external companies provides a new development perspective for the operation management of state -owned museums and public cultural service facilities.

The policy of living water comes into the canal, and many museums first try it first. Looking forward to more museums to be delayed and open at night, providing the public with richer and more diverse cultural services, and waking up the vitality of colorful cities with a new "night state".

Xinhua Daily · Jiaojiao Reporter Yang Yan Profile reporter Cheng Xiaolin Intern Huang Qilin Yu Qingling

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