Xi'an "Song of Everlasting Sorrow"、Hangzhou "Eternal Love in Songcheng"、Chengde "Kangxi Ceremony"、Wuyishan "Impression Dahongpao"......The domestic tourism and performing arts market has shown a good development trend in recent years，Became an iconic project in many tourist destinations and scenic spots。

Pointed out in the latest document issued by the Ministry of Culture and Tourism，Promote the transformation and upgrading of tourism performing arts、Improve quality and efficiency，Based on tourism performing arts as an important carrier for the integrated development of culture and tourism，Make a comprehensive and systematic guidance plan for the scientific development of tourism performing arts industry。

This is after the country proposed “promoting theater” last year、Performing Arts、Amusement、After the integration of animation and other industries with the tourism industry to carry out cultural experience tourism"，The first domestic policy document on promoting the integration of culture and tourism issued by the Ministry of Culture and Tourism，It is also the first document to promote the development of tourism performing arts。

Domestic tourism performing arts originated from OCT’s Splendid China and Window to the World，Since the first "Impression" performance was staged in Guilin in 2004，There is a craze for “impression” 188bet sports betting app download in China，The "Impression" series launches works such as "Impression·Liu Sanjie", "Impression·Lijiang", and "Impression·West Lake"。

Afterwards，Tourism and performing arts enter a mature stage，Appearance in real-life tourism show、Theme Park Performance、Theater, tourism, performing arts and other forms，“Impression” series appears on the market、"Eternal Love" Series、"Landscape Ceremony" Series、"See You Again" series and other performing arts brands。

Currently it can be roughly divided into Mei Shuaiyuan’s “Landscape Series”、The real-life tourism performance model represented by Wang Chaoge’s “See You Again Series” large-scale real-life performances、The theme park performance model represented by Songcheng Group's "Songcheng Eternal Love"、The tourism stage performance model represented by "Yunnan Image" in Kunming, Yunnan and "Wanli Selection" at Shengde Theater in the Ming Tombs Scenic Area in Beijing，And "Dream Yuanming" in the New Yuanming Garden、High-tech real-life story water show performance mode represented by Jinan's "Minghu Show" and so on。

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Public data display，From 2013 to 2017，The number of domestic travel entertainment programs increased from 187 to 268，Growth 43%。The number of tourist performances increased from 53336 to 85753，Growth 61%。Tourist performance box office revenue from 22.600 million yuan increased to 51.500 million yuan，128% increase。

Some well-known tourism and entertainment companies are moving towards the development direction of large conglomerates，Gradually extending to the upstream and downstream areas，Transforming into a comprehensive supporting business format，Strive to build a cultural complex and performing arts town，At the theme park、Resort 188bet app download Hotel、Many areas such as art district and leisure business district、Expand revenue sources and profit margins through multiple channels。

"The No. 1 Tourism Performing Arts Company" Songcheng Performing Arts earned 32 last year.1.1 billion yuan，YoY growth of 6.20%；Net profit 12.900 million，Year-on-year growth of 20.57%，Among them, tourism and performing arts business achieved revenue of 16.7.4 billion yuan，52% of total revenue.13%，11 year-on-year increase.6%。Songcheng also uses asset-light brand export as its main expansion strategy，Replicate projects across the country，Xi’an、Shanghai、Zhangjiajie、Foshan、Projects under planning or construction in Australia’s Gold Coast will also be opened one after another。

The key to the integration of culture and tourism is cultural activation，That is, protection is a means，Use as a way，For the purpose of development，Develop the tangible with the intangible，Use the tangible to carry the intangible，Building "Using Outstanding Characteristics as a Cultural Form，Taking rich taste as cultural connotation，A new tourism culture with humanistic spirit as the essence of culture。

For example，"Song of Everlasting Sorrow" and "Xi'an Incident" created by Shaanxi Tourism Group、Chengde's "Kangxi Ceremony" and other performing arts programs are all about history、Reappearance and activation of culture。

In terms of market conversion，Previously, the model was mainly scenic spots + performing arts，More about converting tourists into viewers，But now it is a big performing arts + small scenic spot，More and more models focus on converting viewers into tourists，Leveraging nighttime economic development through tourism and performing 188bet sports betting app download arts products，Thus increasing the secondary consumption value in the park scenic area。

Discovered in many scenic spots，You can’t retain guests without a performance，It is difficult to boost the nighttime economy without performances at night，Hangzhou、Xi’an、Lijiang、Many performing arts programs appeared in Zhangjiajie and other cities，Different performance contents and forms of expression enrich tourists’ night life，Form resource optimization。

Also，To achieve product diversification、Project industrialization and marketing branding，Travel performance、As the starting point of the industry, live performances can drive the development of the tourism industry，Relying on business、Scenic Area、Real estate and other industries form a complete industrial chain，Achieving industrial optimization and upgrading。

However，At present, there are still several problems that plague the domestic tourism and performing arts industry。

First，Insufficient sustainability of industry development。Due to the troupe’s lack of funds、Lack of operating talents and other reasons，The refinement of performing arts、Scaling and efficiency are limited。

Secondly，From the perspective of the industrial chain，The industry has not formed a relatively clear upper limit、中、Downstream Industrial Relations，The specialized division of labor system needs to be improved，For example, talent training、Operation Management、Digital technology applications, etc.。

Third，The profit model is relatively simple，Mainly rely on performance tickets and advertising sponsorship as sources of income，Business development has obvious limitations。

What behind these problems is the strict entry standards for tourism performing arts。In addition to requiring 188bet online sports betting heavy investment and director talent，We still need a creative team、Technical Team、Operation Team、Marketing Team。

For example，Relevant personnel of Songcheng Group stated that cost and depreciation costs account for 71% of its operating costs，The personnel cost plus depreciation cost of the Impression series also accounts for 50% of the total operating cost。Cirque du Soleil, known as the "Disney of traveling entertainment", has invested even more，The company uses 70% of its profits every year for product research and development in the second year。

Tourism and performing arts play a role in promoting the transformation of traditional industrial structure，Its development has a strong ability to stimulate the urban consumer market，Integrate and utilize related industry resources、Benefit value-added has a promoting effect。In the context of continuous upgrading of tourism consumption，The future of cultural tourism and performing arts，Not just a play on the stage、A show or a song and dance，But space、Time、The sublimation of culture，It is an experience where culture is rooted in the body and mind。