May 21，The "Cloud" Award Ceremony of the First Jiangsu Province Tourism Cultural and Creative Commodity Competition was held in Suzhou，With culture、Market innovation、Brand Demonstration、Practical commemoration and artistic craftsmanship are the standards，Select gold from more than 700 pieces (sets) of products、Silver、32 bronze medal winners。

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The so-called “cultural and creative”，Generally the abbreviation of cultural and creative products，Products based on a certain cultural or creative design。Tourism and cultural creativity are the embodiment of cultural creativity empowering tourism，Ultimately can bring cultural regeneration to tourist destinations、Experience improvement、Brand rebirth and rising consumption。

The huge tourism market provides good soil for the development of tourism and cultural creativity。Data from the Ministry of Culture and Tourism，2012-2018，China’s domestic tourism revenue from 2.27 trillion yuan increased to 5.13 trillion yuan，An increase of about 126%；Domestic tourist traffic from 29.5.7 billion increased to 55.3.9 billion，Grown by about 87.32%。

2014，The State Council issued "Several Opinions on Promoting the Integrated Development of Cultural Creativity 188bet online sports betting and Design Services and Related Industries"，Propose overall requirements to promote the integrated development of cultural creativity and design services and related industries、Key tasks and policy measures。2016，The Ministry of Culture and other departments jointly issued "Several Opinions on Promoting the Development of Cultural and Creative Products by Cultural Relics Units"，Made clear arrangements for the development of cultural and creative products for cultural relic units。

Data display，The cultural and creative market has huge consumption potential。August 2019，Tsinghua University Institute of Cultural Economics and Tmall jointly released the "New Cultural and Creative Consumption Trend Report"。In recent years，The transaction volume of museum cultural and creative products has grown rapidly，The overall scale in the first half of 2019 tripled compared with the same period in 2017。China’s online museum cultural and creative market is growing at a rapid rate of more than 100% every year。The museum flagship store has been visited by 1.6 billion people，The number 1 museum in the country that receives visitors.5 times。

Take the Forbidden City Cultural Creation as an example，2018，The "New Forbidden City" program authorized by the Palace Museum focuses on the history and culture of the Forbidden City，Transitioning from simple cultural communication to industrial thinking，Respectively and Wuliangye、McDonald’s and other partners，Jointly developed products including beauty products、Pajamas、Aromatherapy and other 11 items in 9 categories，Cultural and creative products priced from tens to tens of thousands of yuan。On Taobao crowdfunding，There are 11 days left until the end of crowdfunding for the same pajamas from the show，The number of 188bet app download crowdfunders has reached 13801，Raised more than 7.5 million yuan。

The homogenization of cultural and creative products

However，Not every scenic spot is as lucky as the Forbidden City。Scenic tourist cultural and creative areas often face the embarrassing situation of no one buying，Tourists also have mixed reviews on tourism and cultural creation。

Around 7pm on May 22nd，Reporters came to Wuxiang Tourist Goods Store in Nanjing Confucius Temple Scenic Area，The store is clean and bright，But there are only a few tourists。“Listen to the salesperson，Yuhua Stone is a unique culture of Nanjing，I wanted to buy a piece and take it back，But almost every store here has this kind of stone，They all look the same，I no longer have the urge to buy。”Zhejie, a white-collar worker traveling from Xi’an to Nanjing, complained to reporters。

They all look the same - the words are unpleasant，But it may point out the current dilemma of tourism and cultural creation。Take Confucius Temple Scenic Area as an example，Except Yuhua Stone，The stores in scenic spots also display horn combs throughout the year、Plastic backpack、Dream Catcher、Key pendant、Baijia nameplates and other products。The origin of the product is not displayed on the surface，But there is not much difference in texture and style among different brands。

“Many cultural and creative products on the market are becoming similar，Weakened its own cultural symbols。” Zhang Wenting, a teacher at the School of Art and Design at Nanjing University of Communication, thinks，Currently there are no technical barriers to cultural and creative products，But lack of connotation mining，“Many people regard cultural creation as only a material product，On the contrary, folk customs were ignored、Eating Habits、Lifestyle、Spiritual cultural 188bet Online Sports Betting and Casino heritage such as craftsmanship，But these are often more likely to resonate。”

In recent years，The creation of cultural and creative products in museums is also becoming popular。Nanjing Museum has more than 20 cultural and creative spaces，The cultural and creative products are frequently updated，Very popular with tourists。Qiu Yongsheng, director of the Cultural and Creative Department of Nanjing Museum, told reporters，This stems from the uniqueness of Nanjing Museum’s cultural creation。“Nanjing Museum has a design team of six or seven people，At the same time, cooperate with professional design companies in a timely manner，The collection of more than 400,000 items in Nanjing Museum is our most precious source of ideas。Doing museum cultural creation itself is a good thing，Conducive to inheriting excellent culture，But if you follow the trend blindly without thinking，Easy to lead to market homogeneity，Make tourists aesthetically tired。”

Build the brand first and then the product

Obviously，Tourism and cultural creativity are still an important part of the tourism industry chain，Where to start innovation？

Jiang Hai, a researcher at the School of Journalism and Communication at Nanjing University, thinks，High-quality cultural and creative products should be both ornamental and practical，And reasonably priced，“Innovation based on culture，And closely related to daily life，won’t be replaced easily，And maintain a certain degree of user stickiness。”he suggested，Build your own cultural brand first，Later launch of cultural and creative products，Don’t put the cart before the horse、Swarming up。Qiu Yongsheng reminded，Need to beware of wasting resources。“As far as museum cultural creation is concerned，From design to production to sales，All processes 188bet Online Sports Betting and Casino require careful consideration。”

Stone from other mountains，Can attack jade。Reporter learned，Starbucks Roastery has the world’s largest sales space for cultural and creative products，The cumulative height of the specialty cups sold in the workshop in one year is equivalent to 74 Oriental Pearl TV Towers。Hokuei Town, a small town in Conan, Japan, is the birthplace of Gosho Aoyama, the author of "Detective Conan"，Hokuei Town uses Conan as a local IP，Import books、Mural、Movie、Animation and other cultural elements，Building a cultural and tourism town from scratch，Has become a place of pilgrimage for Japanese Conan fans。

This award-winning work has both excellent design concepts and unique culture，Already leading most tourism cultural creations in the market，The next step is how to embrace the market smoothly，Get into the eyes of tourists。After all，Tourism and cultural creation will ultimately fall into the hands of commodities，Going into the market is the way to go，Let’s wait and see。

*Source of this article：Xinhua Daily, author: Shen Jiaxuan, original title: "How tourism and cultural creation can get rid of “aesthetic fatigue”》.