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Mr. Liu Yuheng, general manager of Beijing Landscape Creative Culture Development Co., Ltd., pointed out that the process of IP monetization is a process of connecting the cultural industry chain。When an IP rises in a certain field，To realize it, it must be derived into other fields，Perform twice、three times、Even more creations；Developing from an IP to an IP system，Developing from a brand into a brand cluster。 

In the tourism industry，IP is an important element for a scenic spot to attract tourists。Disney is effectively utilizing its IP assets，Introduce IP to products、Amusement facilities and other peripheral products，Finally achieve huge profits。Similarly, the Forbidden City in Beijing also attaches great importance to its own super IP，Like Royal Culture、Heirloom treasures and top palaces，Making tourism products “cute”、Stay、Hi” development。Nearly one year，Tourism IP has become a hot word in the industry，Enter "tourist IP" in the Baidu search bar to get up to 4,280,000 search results。At present, major enterprises in the tourism industry have rushed to compete for IP。

Relying on the largest e-commerce platform in China，As a one-stop comprehensive travel service platform, Alibaba Travel has proposed the "Wanyou Gravity" vacation IP strategy，It is positioned as an IP production and marketing platform and resource library for the tourism industry。And has launched tourism IP products with the theme of Northern Lights，Via Finnair、Visit 188bet app Finland exclusively cooperates to launch the "Aurora Express"，Enables consumers to fly directly to Finland to watch the Northern Lights。Tongcheng Travel is also involved in the film and television entertainment industry，Homemade IP drama "The World Is So Big"，And achieved the impressive result of over 10 million views in 8 days。Tourism companies are beginning to pay more and more attention to IP，So for scenic spots，What impact will IP have?？

The academic definition of IP is "Intellectual Property"，Literal translation means intellectual property rights；Can also be "Internet Protocol"，What we commonly call the network IP address。The core of both explanations is positioning，Having a unique identifiable object，Express specific addresses through certain characteristics，To allow potential audiences to identify as quickly as possible。For tourist attractions，It is the image recognition object of the scenic spot，Can be content、Product、Ambience、Culture、Story，Can also be any element used to attract visitors。At the same time，IP can connect everything，Locate everything，Graphics we know、Text、Video、Game、can be used as identifiable objects。IP is a product of marketization，Using IP, you can quickly find tourist attractions with significant identification functions in a complicated market。Global Travel News special commentator Xin Yougang gave an extended explanation of the IP of tourist attractions，He believes that IP is the personification of tourist attractions，It can go from abstract to concrete，From concept to product，From selling point to communication and more。

It can be seen from this，The interpretation of tourist attraction IP is very broad，Just like the unique identifiable objects of tourist attractions，IP can be an attraction、One element、A concept、An atmosphere etc.。The IP of many tourist attractions is a specific attraction，Like the broken bridge of West Lake、Heroes Monument at Badaling Great Wall, etc.。These attractions may not be the best，But when people mention these scenic spots，The first thing that comes to mind is their representative attractions，That is, the identifiable object of the scenic spot。The IP of tourist attractions can also be an element，A feeling，Class I product。188bet app download For example, Wuzhen，will automatically picture a picture of small bridges and flowing water with people in their minds，I also think of the film and television work "In Time"，And a slim girl holding an oil-paper umbrella walking across the stone bridge。When mentioning Sanya, what comes to mind is completely different，Blue sky and white clouds、Sea Beach、Coconut Plantain。No matter what element it is，These can be called the IPs of scenic spots，It is exclusive and unique，Is the core content of tourist attraction communication。

From the perspective of scenic spot development，The IP of tourist attractions is based on its core attractions，Developed and packaged around a fitting theme。So for tourist attractions，How to find the core attraction，Create your own IP，This is the key to gaining a foothold in the market。

2. Solidification of tourist attraction IP

We know from the previous discussion，The IP range of tourist attractions is very wide，But this does not mean that all elements contained in the scenic spot can be used as the IP of the scenic spot。Because the tourist attraction IP is exclusive and unique，So in order to maximize the precise positioning of the scenic spot in the market，In principle, the number of IP elements should be controlled at 1-2，This is not only conducive to tourists’ memory but also facilitates publicity and dissemination。The IP elements of tourist attractions must be able to fully reflect the uniqueness and uniqueness of tourist attraction resources or products，At the same time, the core elements of the scenic spot must be highlighted to be more meaningful。For example, Leshan Giant Buddha in Leshan City, Sichuan Province，The IP of the scenic spot is very distinct，Highlighting the greatness of Buddha，The resources are scarce in the country and even in the world，The four words "Leshan Giant Buddha" are simple and direct，But it shows the IP of the scenic spot completely accurately。

As mentioned before，Scenic spot IP can also be a story，Then the scenic spot name or slogan that reflects the IP expression of the scenic spot，It must be able to reflect the characteristics and natural and cultural roots of the scenic spot，The connotation should be rich and profound，It should not be limited to simple text expressions。for example，Hainan Yanoda Rainforest Cultural Tourism Area is the only scenic spot in China named with numbers，"Yanoda" means one in the local Hainan dialect、二、三。The scenic spot gives it new connotation，“Ya” means innovation，"nuo" means commitment，188bet sports betting app download “Da” means practice，At the same time, "Yanoda" also means welcome、Hello，Expressing friendship and blessing。Three words that are rich in meaning and catchy，At the same time, it also conveys the enthusiasm and positive meaning of the scenic spot。

3. Expression of tourist attraction IP

From a supply side perspective，The development of tourist attractions must focus on effective services for tourists，Consider and meet the actual needs of tourists，Provide long-term services to the target market、valid、Attractive travel theme perceived image，To induce tourists’ desire to travel，Satisfying tourists’ travel experience。In the "(Jinlanhui) Tourist Destination Service Standards" pioneered by Cao Heng, general manager of Dadi Scenic Area Management Company, the eyes are drawn from the tourists' travel process、ear、nose、tongue、body、Starting from six perspectives of tourism experience，Proposed the requirements for the theme expression of tourist attractions，The expression of IP of tourist attractions is also of reference significance。

Tourists’ visual experience，Except for the landscape resources and architectural style in the scenic area，Also includes scenic spot image logo、Design and expression of logo navigation system，Everything tourists see when entering the scenic spot should be a whole，Reflecting the unity and subjectivity of the scenic spot。Similar ones also include the clothing of scenic area employees、Special transportation facilities in the scenic area and image and video materials that may be provided in the scenic area，And all the carriers that tourists can feel through vision。

The IP expression of scenic spots starts from the perspective of tourists’ hearing and is also based on tourists’ experience。The most direct thing is the explanation and expression of the tour guide，Not only must be standardized、Standard、Clear、Appropriate details、Combining knowledge and fun，It is more important to integrate the unique elements of scenic spots and local areas。Attention should be paid to the use and playback of background theme music in scenic spots，Audio、Video materials can be distributed to tourists as tourist souvenirs。Except artificial sounds，Scenic spots should retain 188bet Online Sports Betting and Casino the original ecological auditory image to express ecological harmony。The expression of smell needs to distinguish the design according to the type of scenic spot and theme style，For example, the main taste of natural sightseeing scenic spots and historical and cultural scenic spots should be completely different，The former should exude more natural flavor，The latter should be based on the richness of culture and history。

Tourists’ taste must be satisfied through scenic dining，So from the catering hardware, that is, the restaurant design and decoration style、The style of tableware、From the clothing of service staff to the software, that is, the atmosphere of the restaurant、Service Staff Work Specifications、Dish name、All aspects such as background music in the restaurant should be based on the theme of the scenic spot to create a unique taste experience。

“Body” is the tourist’s sense of touch，The "(Jinlanhui) Tourist Destination Service Standards" discusses the expression of the tactile theme design of scenic spots from two aspects: functionality and participation。Under the premise of ensuring the safety of facilities and projects，Design public service facilities and participation experience projects according to theme needs，To enhance tourists’ experience。

Last item，The "meaning" of tourists refers to the expression of perception，is the most euphemistic、Secret expression，But if used properly，It will become the most profound and unforgettable experience for tourists。Because of the perception and understanding of "meaning"，Tourists will have a strong sense of satisfaction and identity，The wonderful travel experience will accompany their lives，will spread word of mouth，Thus improving the image and brand of the scenic spot。The expression of "meaning" can be guided and realized through many projects in scenic spots，Including allowing visitors to imagine and recall，There are many ways for scenic spots to achieve this effect，Theme planning activities are one of them。

This article briefly introduces and analyzes the establishment and expression of tourist attraction IP from a theoretical perspective，The "(Jinlanhui) Tourist Destination Service Standards" that will be launched into the market starts from the perspective of methodology，Coincides with the initiative of 188bet online sports betting tourism supply-side reform。The "(Jinlanhui) Tourist Destination Service Standards" is different from many existing standards in the industry，Provides specifications for specific operation implementation，Some implementation standards can even be refined to be expressed in numbers，It is a standard system specification that has revolutionary significance for the development of tourist destinations。

*This article is reproduced from Landscape，Original title "The Source of Tourist Attraction IP、Solidification and Expression》。