September 19，By Wuhan East Lake New Technology Development Zone Management Committee、Co-organized by Wuhan Municipal Culture and Tourism Bureau，The 2019 Wuhan Culture and Tourism Integration Optics Valley Summit Forum, organized by Hubei Jingu Times Culture Media Co., Ltd. and Beijing Zhihui Tourism Culture Communication Co., Ltd., grandly opened in Wuhan Optics Valley。This summit focuses on “technology empowering cultural tourism，The theme of "symbiosis, mutual prosperity and win-win"，Gathered culture、Technology、More than 550 people in tourism enterprises and institutions，Carry out in-depth exchanges and resource docking cooperation around the supply of new cultural tourism products and the integration of new business formats，Promoted Wuhan’s culture、Technology、High-quality integrated and innovative development of the tourism industry。Liu Yuheng, general manager of Beijing Landscape Creative Culture Development Co., Ltd., attended this forum and delivered a keynote speech。

Liu Yuheng said，IP has become a necessity for the integration of culture and tourism，Integrated cultural and tourism IP must be the key to activating the cultural and tourism industry，It is also a core element when we create IP。He thinks， There are two ways to build IP，One is to introduce foreign IP，The other is to create your own IP，There are two modes for creating your own IP，One is the film and television driver，Then it’s driven by acting。

In his opinion，Mining through content、The realization of cultural product incubation and operation to help create the core culture of tourist destination IP，Also an important way。Using cultural creativity can also better help the implementation of IP，Give the destination a beautiful vision of life in a cultural and creative way。

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(This article is compiled based on the speech transcript，Zhi Hui slightly deleted)

Good afternoon everyone，I am very honored to be able to come to such a beautiful place as Wuhan, Hubei Province to share with you the keynote speech on "Integration of IP and Cultural Tourism"。What I share may be more about the IP creation of a cultural and creative company in the cultural and tourism industry for so many years，About the practice and implementation of these cultural tourism projects。

Let all my friends take a look at a set of data that was just compiled 188bet sports betting app download some time ago，This is the top ten IP revenue rankings in the world。The top ten selected IPs all have revenue of more than 30 billion US dollars，Highest revenue IP now reaches $95 billion，Value close to 100 billion US dollars，From this point of view，The market of the entire IP industry is very large。At the same time we can see a set of data，Most of the top IPs have been deeply integrated with the tourism industry。Most of the IPs in the ranking are from the United States and Japan，Our Chinese IP is getting started，And it is also further integrated and developed with cultural tourism。

What is IP？Let’s simply look at IP as intellectual copyright，From another perspective, it is also an intellectual asset，If we look at it from the perspective of a cultural tourism company or a tourism company，In fact, IP can be understood as a tourist attraction。IP is the core content for tourism，IP in the cultural tourism era should have extremely high cultural experience value。

I think IP has become a necessity for the integration of culture and tourism，There are three different models and paths for cultural tourism integration。The first is the morphological fusion of cultural elements，Including the materialization of traditional cultural heritage、Activate、Business format。The second is the "business-oriented" public cultural product transformation and integration model，The Forbidden City is a typical example of the transformation of public cultural products。Art Museum、Libraries and museums need to undergo transformation and integration through a series of market-oriented operations and the introduction of cultural and creative aspects。The third is the integration model of the extension of modern cultural industry，That is, film and television + travel，Film and TV IP theme parks, etc.。From these three paths， IP has become a must-have product for the integration of culture and tourism。

So how to create IP？From a broad perspective，In fact, there are two ways to create IP，One is to introduce foreign IP，Another way is to create your own IP，There are two modes for creating your own IP，One is the film and television driver，The most classic case is Disney，It can also be understood as the most classic upstream developed film and television IP in the entire industry，Downstream model of building a paradise resort。Then it’s driven by acting，The integration of culture and tourism + performing arts is a very hot spot，Enter the tourism industry through performances。

If foreign IP is truly used as the core of a tourist destination, there may be inherent shortcomings，Why？Because foreign IP lacks localization factor，Mainly marketing activities，The main purpose is to bring traffic。If you create 188bet Online Sports Betting and Casino your own IP，Film and television drivers require a large amount of investment，And now there are more performing arts drivers，It also requires a lot of investment。There are thousands of scenic spots in China，It is impossible for every scenic spot to implement IP culture and tourism integration in this way，So are there any other ways we can help the scenic spot grow better，Also set up its own IP？I will explain it with a well-known case。

Kumamon became popular in the past few years due to a series of events and dynamic emoticons，It is the rapid creation of IP in the new era，brings an astonishing value of tens of billions。Kumamon does not have the support of film and television IP like Disney，Didn’t film any movies or TV series，Didn’t even make any picture books、Comics，Then how does it become a valuable IP？In the new era of Internet communication，Kumamon is created through different marketing methods，Precise positioning，Including a series of event marketing online or offline，Finally through some free licensed derivatives，Eventually became a popular IP with a value of over 10 billion。

I believe that as a tourism practitioner，I am very familiar with the picture below。This is a product that suddenly became popular on the Internet a few years ago，called the Lonely Library by the Sea，The name of the Lonely Library itself is Sanlian Bookstore Seaside Public Welfare Library。The popularity of this product has formed a huge attraction for cultural tourism projects on the seaside。What kind of characteristics can be seen from this？First of all, the exterior design of this lonely library by the sea is very beautiful，360-degree photo taking without blind spots。Then there is also a business format that is also a library，The setting of the library is very in line with the spiritual enjoyment characteristics of modern people。The characteristics of the Lonely Library by the Sea may be some of the key points we need to focus on when tailoring IP for scenic spots。

Landscape Cultural and Creative Industries has had some thoughts on IP in recent years，If IP cannot be driven through film and television works and acting，Should we have some other ways to drive?Mining through content、The realization of cultural product incubation and operation to help create the core culture of tourist destination IP。I will share the application methods and simple cases of cultural and creative IP later。

When we are improving the IP of tourist destinations，There are five ways to do implantation。The first one is the IP image，Including subsequent brand promotion，Go to the back derivatives，Finally, how to integrate IP image into the scene of tourism experience，until the subsequent implementation。

The image below is called Huang Liuye，It is now the IP image of Mudu Ancient Town in Suzhou。Mudu Ancient Town is an ancient water town in the south of the Yangtze River，It is not 188bet sports betting app download easy to find your own unique characteristics among the many ancient towns in Suzhou，But when we were upgrading the quality, we discovered the story behind it，That is, Emperor Qianlong came to Suzhou six times，Six times we landed in Mudu Ancient Town，This gives it a different temperament from other ancient towns，Because most of the ancient towns in the south of the Yangtze River have the feelings of the aborigines in the water towns，But Mudu Ancient Town has a royal atmosphere，So we took the opportunity to create the image of Huang Liuye，To show the story behind this ancient town。Everyone can see it at the same time，The main visual symbol of this IP image is Huang Liuye sitting on the boat，In order to highlight the different image from the Forbidden City，Because we understand that the emperor in the Forbidden City is in a working state，No matter how cute，He is always working。He can only show his tourist status when traveling to Jiangnan，The spiritual symbols are well consistent with the characteristics that Mudu Ancient Town wants to express。

In Hubei，Every different IP image we create must capture the most typical story behind it，Whether it’s the blue brick baby in Chibi、The Tujia White Tiger Protector of Changyang, Yichang、Mudu Huang Liuye，It is also Hainan’s mascot with coconut and local indigenous characteristics，They are all extensions of local indigenous characteristics。We create cultural and creative IP images，Be sure to capture the entire scenic spot，Or the destination can be positioned with extended core cultural symbols behind it，Learn to tell the stories behind scenic spots，Rather than saying that it is out of touch with the culture of the scenic spot。How to tell a story，I will show them one by one later。

Back to Mudu Ancient Town，In fact, the most important experience in the ancient town is the commercial format，So we made five different products for Mudu，Including Mudu Fengwuji、Reading Notes on Cultural Creation、Collection of local stories, etc.。Under the main brand of Mudu Fengwuji，From Wen Chuang、Story、Flavour、Intangible cultural heritage sets 4 major sub-brands，Strengthening Mudu Cultural Entrepreneurship Ecosystem，Create a series of private brands，Enrich the business system。

This is a gourmet hit we created in Mudu - "Gusu Prosperity Cake"。

Most of the scenic spots now，Except theme parks，The gourmet specialties of native scenic spots are the best products for secondary consumption，Because it is very practical。Most of the scenic spots，Cultural Heritage，There are very good properties to explore in mountains and rivers，So the products we made for Mudu Ancient Town were pastries。It is said that Emperor Qianlong liked Jiangsu very much，188bet Online Sports Betting and Casino Have visited Jiangnan six times，But later because I was older，Difficulty in mobility，I want to go to Jiangnan again, but I have more than enough ambition but not enough energy，So he asked the best painter in his court to draw a picture，The whole picture starts from Mudu Ancient Town，We excavated a pastry shop in this picture，You can see the red symbol on it，There is a pastry shop inside，There are five different pastries: osmanthus dew、Cheese Crisp、Yulushuang、Taishi Cake、No. 1 Cake。Of course these pastries can no longer be found，It is said to have been lost，But we want to tell the story behind the pastry，Later, we found a famous pastry manufacturer in Suzhou to develop this product again，That is, Gusu Prosperity Cake。This product has become a popular product for our tourism products in Mudu，Everyone can feel the story behind this IP image when they come to buy，You can feel why Huang Liuye came to Jiangnan six times，Come to Mudu Ancient Town。In fact, telling stories around IP，It is the most important thing for cultural and creative industries to empower products。In addition, from a certain perspective，This product may also be a new way to revitalize cultural heritage。

The image below is the image of the white tiger of the Tujia people，We made it into a mobile phone buckle。In fact, the sales of mobile phone buckle products were very large in the past few years，High practical value，And very portable，At the same time, the white tiger of Tujia people has the meaning of protector，So this product is a small product that sells very well as a gift in Changyang。In fact, whether it is the Gusu Prosperity Cake just now，It’s still a small product with a mobile phone buckle at the back，We can notice that when describing this product, it seems to be a little creative，Returning to the end is a spirit that the IP image itself wants to show。Like Gusu Prosperous Cake tells the story of Emperor Qianlong’s travels，This little finger ring shows the protective spirit of the Tujia white tiger symbol。

In fact, there will be a spatial improvement of the destination scene around this later，This section actually does two things。One is that IP can interact in the scene，The other part is the desire to enrich our space，This should pay attention to the current hot spots of Internet communication。There is a small example，We implant Changyang’s mascots into scenic spots like tourists，Do it like a tourist，Visitors may rest on chairs，Sitting next to him is the white tiger "Liba"，This feels good，The mascot interacted with tourists，It is also a very good check-in point。

The last part is actually the most important part，With IP image，Product available，There is a scene，We still need to do content operation。Including front-end 188bet app content and back-end business operations，Continuous production of IP content，For example, we can make emoticons，Including propagation through Douyin，So we can see that it is good for the IP image to be supported by film and television dramas，But at the same time, most of our scenic spots can also use some convenient methods，Especially in the Internet era, new methods can be used，Including emoticons，Performance Douyin，Continuously affects it，The value of forming IP。

Also as an offline operator，Will also import a variety of content，Including doing the Mudu Scenery Market when we were in Mudu，The shooting of internet celebrity drama，The Fate Wall is also a new product of Mudu Operator Line，This fate wall is an offline social network，Because Emperor Qianlong generally said that there would be some love stories in the south of the Yangtze River，Is there any love story in Mudu，Also part of our entire collusion IP，We set up a small offline social place based on this kind of love story，Visitors can put their names for 3 yuan upon arrival、Put content on our wall，We have reviewed，You can take away your beloved future spouse for 3 yuan，Girls born in the 90s and 95s do this more often。

So we use this method，It can also give the IP of a scenic spot a new life and regeneration，At the same time, our exhibition space has become a new check-in place for tourist destinations。

Let me briefly summarize，For the integration of culture and tourism，IP must be the key to activating the cultural tourism industry，It is also a core element when we create IP。Another piece，Using cultural creativity can also better help IP achieve better implementation。Finally I hope，Use cultural and creative methods to empower a better life in destinations。

Thank you everyone.