188bet app

Zhang Dongping:Culture and tourism do not separate families，This was the consensus many years ago，But，Until today，China’s tourism industry and cultural industry are still separated。Whether it is at the administrative level，Still at the industrial level，They all maintain a state of fighting on their own。However，No matter what，Integration is the general trend after all。Especially the progress of information technology，Continuously breaking down the boundaries between industries，Originally unrelated industries can achieve cross-border integration，What’s more, the cultural industry and tourism industry are closely related to each other？So，Future scenic spots and destinations must be carriers of cultural communication，Future travel must also be holographic based on high technology、Immersive cultural pursuit and exploration journey。

Zhifa: Under the new economic normal，The boom in tourism investment has injected strong vitality into the Chinese economy，In your opinion，How should China’s tourism investment groups be described？Or how to classify？

Zhang Dongping:In China，There are all kinds of companies entering the tourism field，Among them，The most generous category is undoubtedly the tourism investors from the real estate industry，This type of investor likes large-scale tourism investments，The word "tourism" is often easily blasphemed by them，Because "tourism" often becomes their sheep's head。The second type of tourism investors come from Internet giants，This type of investor likes to work hard on high-tech tourism，In their opinion，High-tech applications based on tourism are extremely attractive investment areas。Of course，Because Internet giants are born with the gene of fan economy，So，They also regard tourism as a major area of ​​fan economy for their layout，Translate tourism into a new online and offline lifestyle，We are in the lifestyle business。The third type of investors are mainly from small entrepreneurial companies，Due to the diversification of tourism consumption、Diversification and multi-leveling，Making the personalization of travel products a core competitiveness。The personalized incremental market that is growing every moment also gives entrepreneurs many opportunities。So，There are many entrepreneurial companies emerging in this industry，The best among them will gradually gain a foothold in the market segment，And then gain the confidence to compete with the giants。The fourth type of investor is the government，Because tourism involves a large amount of investment in infrastructure and public service facilities，At the same time，There is a large use of public resources in tourist destinations、Authorization、Management issues。So，The government plays a mentor role among tourism investors。In China，No government involvement，There is almost no possibility of successful tourism investment。The fifth type of tourism investors are cross-field giants，includes culture、Agriculture、Sports、Industry giants in education and other fields，These industry giants have made great achievements in their own fields，And rooted for many years，Travel has become an important springboard for their corporate transformation，It has also become a core fulcrum to extend the industrial chain。The sixth type of investors are capital operating institutions，Includes funds、VC and other investment institutions，These investment institutions often focus on the short-term capital operation value of tourism themes，Of course, there are also long-term investments。

Zhihui: China’s tourism investment is so hot，There is still no tourism project with world influence yet，What do you think is the most critical issue？

Zhang Dongping:actually，For consumers，Things on the supply side seem too far away from his travels。Consumers only care about a simple trip，As for the industry and investment map behind travel，Irrelevant to consumers。So，In the development process of China’s tourism industry，There is an aesthetic gap problem。Producers on the supply side are producing with careful rationality，Concerned about scale、Form、Mode、The problem of profitability，Consumers on the consumer side are consuming with pure sensibility，What matters is the content、Aesthetic、Service issues。This leads to the aesthetic gap between the supply side and the consumer side、Content fault。

The first type of fault is from "fast and rough" to "slow and fine"。

From the perspective of real estate investors，The aesthetic gene is naturally missing，The short-term and fast investment style of real estate investors has resulted in the rare phenomenon of thousands of cities being the same in China's urbanization process，Brought irreparable losses to China’s urbanization。Of course，Maybe after transforming into cultural tourism，Real estate investors will gradually adapt to 188bet app making slow and sophisticated products，But，Adaptation requires a process after all，And practice has proven，The management team formed during the extensive development process still has a strong inertia of barbaric growth，It’s hard to adapt for a while，This has also caused many real estate investors to encounter inexplicable difficulties in the process of transforming into cultural tourism，I invested a lot of money but failed to produce a decent cultural and tourism product。If you reflect carefully，In the final analysis, humans are not good enough。Slow and exquisite cultural tourism products require aesthetic genes，The implantation of this gene does not happen overnight，It has nothing to do with more money or less money。

The second gap is the gap from "online virtual experience" to "offline holographic experience"。

From the perspective of Internet giants，Their logic of investing in tourism is more based on the possession of traffic、Cultivation and realization。Concerned about the huge value of online traffic brought by tourism。Of course，Offline layout is also an important strategy for Internet giants。But，We also face aesthetic obstacles from online to offline。Online aesthetic logic and offline aesthetic logic are completely different。Same person，Their online purchasing decisions and offline purchasing decisions may show completely different logic。And，Offline experience is a holographic experience，Follow the holographic aesthetic preference。So，Internet giants conduct offline tourism industry layout，There is also the problem of lack of aesthetic genes for offline tourism products，Also need to make up lessons。Tourism products are a cross-field、Cross-industry、Multiple agents、Multi-scenario products，The production process requires strong collaboration capabilities。The premise of collaboration is that different production entities can inject a unified product aesthetic in different scenarios。

The third discontinuity is the discontinuity from "little beauty of products" to "big beauty of industrial chain"。

From the perspective of entrepreneurial investors，This type of investor has better personalized aesthetic genes，After all, these are just start-up companies，No solid management team，There is no fixed behavior pattern，The passion and genes for innovation are relatively strong，Such a company is also the easiest to make down-to-earth personalized products。However，The disadvantage is fragmentation，Lack of integration capabilities。The tourism industry is an industry that absolutely needs a pattern，If it’s just a small fight，It is impossible to connect enterprise development with regional development，That means you can’t put your company in big winds and waves，Without strong winds and waves, we cannot hold up the sail that affects the times。So，The small beauty of the product needs to be combined with 188bet sports betting app download the great beauty of the industrial chain。This is the pain point of entrepreneurial investors。

The fourth discontinuous fault is the fault from "small feet beauty" to "big feet beauty"。

From a local government perspective，Local government is an important investor in the tourism industry，His voice is very powerful，It is also an investor in tourism infrastructure and public services。In China，Local government is still the owner of tourism resources。So，The aesthetics of local governments have a great influence on the tourism industry。This point，This can be seen from the development of red tourism in China，If there is no aesthetic drive from the local government，It is impossible for red tourism to obtain such huge financial investment in China。Because according to market rules，Red tourism is not worth investing such a huge amount of money。But，There is a need to educate citizens in the aesthetics of local governments。However，The aesthetics of local governments also affect the experience of tourism products to some extent。Many scenic spots are completed under the leadership of local governments，The local government is accustomed to the aesthetics of small feet，I like to package an original ecological place into an artificial landscape full of "big city" atmosphere。The aesthetics of small feet is the most taboo in tourism projects and product design。Travel needs nature、Original indulgence，It is a typical aesthetic pursuit of big feet。

Zhi Hui: So many questions，Can you provide some inspiration for solutions？Is there currently a feasible way to break through the above obstacles？

Zhang Dongping:I think the first solution is to change our understanding of the cultural industry and tourism industry from a cognitive level，Cognitive level problem solved，The solution will come naturally。

First，The tourism industry needs to be redefined with aesthetics and content。Travel is actually a content industry。Nothing more，The content industry of tourism is different from the cultural industry。In the cultural industry，Less problems with aesthetic and content gaps，Because the cultural industry is an industry born with content，No infrastructure required，Travel is different，Although tourism is also a content industry，But，In the initial stage of tourism development，It is necessary to lay the foundation for industrial infrastructure，In other words，The content industry of tourism is built in the real space constructed of steel and concrete，The tourism content industry is a content industry that uses real physical space as the medium，The traditional content industry is based on paper media、Cultural industry as carrier of electronic media。So，The process of building media infrastructure for traditional cultural industries is relatively low-cost，Especially the cultural industry with print media as the carrier，The media infrastructure is just 188bet sports betting app download a piece of paper，The cultural industry with electronic media as the carrier，The media infrastructure is screens、Camera equipment、Transmission equipment，The cost is not high。The cultural industry of tourism requires transportation、Internet、Real Estate、Amusement Equipment、Media infrastructure such as water and electricity to support。Therefore，It can be said，The tourism industry is essentially the highest form of cultural industry。It is also the largest investment in media infrastructure in the early stage、The cultural industry with the highest maintenance cost。

If understood from this perspective，Then，The aesthetic and content gaps between the tourism supply chain and consumption chain are easy to understand。Because in the traditional cultural industry，Content producers only need to focus on content production，No need to consider the issue of media infrastructure construction。In the era of tourism，Tourism producers only need to build a good media infrastructure，The content is historical heritage and natural heritage。In the era of leisure and vacation，Tourism producers must not only build media infrastructure，You also need to do a good job in content production，Because only tourist-oriented historical heritage and natural heritage can no longer meet the needs of tourists。However，The development of China’s tourism industry has just gone through the stage of building media infrastructure，Not yet fully entered the mature stage of content production。So，The immaturity of tourism content has caused aesthetic and content gaps between the tourism supply side and the consumer side。On the one hand，Producers on the supply side still adhere to the rational knowledge system built by media infrastructure，The knowledge system at this stage mainly includes traditional human geography knowledge、Administrative management knowledge、Garden landscape knowledge、Urban and rural planning knowledge、Channel operation knowledge、Brand marketing knowledge，In the new content production stage，A new knowledge system needs to be superimposed on the traditional knowledge system，Building with cultural creativity、Capital operation、Industrial integration、Smart Technology、Regional Governance、Big data、Mobile Internet、Community Economy、Communication as the core，Human geography、Administration、Garden Landscape、Urban and rural planning、Channel operation knowledge、Dual knowledge system based on brand marketing knowledge。

Whether it is human geography based on media infrastructure、Administration、Garden Landscape、Urban and rural planning knowledge system，It is still cultural creativity based on content production、Capital operation、Industrial integration、Smart Technology、Regional Governance、Big data、Mobile Internet、Community Economy、Communication 188bet sports betting app download knowledge system，In the final analysis, it is all about creating a wonderful travel experience，So，“Beauty” is the most fundamental appeal。In other words，Aesthetic consensus must be formed between all producers and consumers of tourism products。

Zhihui: I heard your explanation，I feel like many of my previous perceptions have been overturned，Then，What capabilities do you think future tourism companies need to have to form core competitiveness？

Zhang Dongping:I think，Competition in the future，Aesthetic ability is the most powerful core competitiveness of a tourism enterprise。Who has this competitiveness，Who is the savior of China’s tourism industry。

First of all, you need to have the holographic aesthetic ability of the destination.

Tourism is a process consumer product，The consumption process occurs at a specific destination。The historical beauty of the destination、The beauty of geography、The beauty of humanity、The beauty of products、The beauty of nature together constitutes the reason for tourists to walk and stay。So，As a producer of tourism products，Need to have a holographic aesthetic quality about the destination。This kind of literacy can help the destination establish an aesthetic system consistent with regional characteristics，This aesthetic system is superimposed on the destination product system，forms a unique destination IP。

Secondly, you need to have the ability to travel across online and offline aesthetics.

In the information age，Travel is no longer just an act spliced ​​together by offline scenes，It is a behavior connected by various scenes that can be switched at any time online and offline。A wonderful travel experience requires more than just the ability to create offline scenes，There is a greater need for switching and integration capabilities between online and offline scenarios。So，The savior of China’s tourism must possess this kind of online and offline aesthetic ability。Online is a world composed of various virtual symbols，Offline is a world composed of various realistic symbols，Whether it is virtual，It’s still reality，It’s all true in the end，But，This online and offline reality must be rendered and integrated through aesthetics，Only in order to form a wonderful travel experience。

*Introduction to Zhang Dongping: Tourism planning expert of Jingyu Group、Henan Tourism Bureau special writer、Former Executive Director of Dadi Landscape Tourism Research Institute、Zhihui Top Ten Expert Authors、Member of China Press and Culture Promotion Association。