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., opened grandly 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 the culture of Wuhan、Technology、High-quality integrated and innovative development of the tourism industry。In the morning roundtable discussion，6 heavyweight guests create new consumption scenarios around "'Culture and Tourism + Technology'，The topic of “Integrated Development of New Momentum” was discussed in depth，The site is full of useful information。

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Zhihui founder and CEO Liu Zhaohui

Seminar guest:

Zhang Yuanqi, Vice President of Lifeng Culture of Leyard Group

Dadiyun CEO Wang Yabo

Executive President of Summit Culture and Tourism  Huang Jianbo

Zhao Yang, Chairman of Asia Pacific Region of TEA Global Themed Entertainment Association

VeeR VR co-founder and CEO  Ye Hanzhong

The following is the transcript of the roundtable discussion:

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

Liu Zhaohui:The theme of today’s discussion is technology + cultural tourism，And how technology empowers cultural tourism，The guests on the stage are experts in various fields，Also a leader，What do you think about this?，Including how cultural tourism + technology can transform the scene。Dear guests, please give a brief introduction。

Zhihui founder and CEO Liu Zhaohui

Zhang Yuanqi:Hello everyone，I am from Liad Lifeng Culture，We have a long history of contact with Wuhan citizens，In 2017, we undertook the construction of the sound and light system integration of Wuhan Qintai Grand Theater，In a few days，We have been involved in many audio-optical integrations in our Military Games。

Zhang Yuanqi, Vice President of Lifeng Culture of Leyard Group

Wang Yabo:Hello everyone，I am Wang Yabo。Dadiyunyou is accurately planned for big data、Planning, marketing and operations agency。

Dadiyun CEO Wang Yabo

Huang Jianbo：Hello everyone，I am Huang Jianbo from Dingfeng Cultural Tourism。Dingfeng Tourism is an investment operator in the cultural tourism industry，We have been paying attention to the cultural tourism industry for 18 years，Mainly focusing on two directions: acquisition of cultural tourism resources、Operation of tourism assets；Focus on three scenes，First, the upgrade of scenic spots，This is closely related to today’s topic，The second is rural revitalization，The third is urban renewal。We mainly focus on these three scenes，Provide value judgment from the early stage，Formation of ideas into the process，To product placement，And subsequent operation management，One-stop service。

Executive President of Summit Culture and Tourism  Huang Jianbo

Zhao Yang:I am Zhao Yang, the head of the Asia-Pacific region of TEA International Themed Entertainment Association，TEA Global Themed Entertainment Association was established in the United States in 1991，Is one of the most influential industry associations in the world。Members work in theme parks、Entertainment Center、Museum、Theme Hotel、Various themed entertainment areas such as restaurants and retail stores，Including Disney、Universal Studios、Global industry leading group such as Ocean World。The SATE industry conference held annually by TEA Global Themed Entertainment Association and the "Global Theme Parks and Museums Report" jointly released with AECOM have become a benchmark for reviewing the development of the global theme parks and museums industry，At the same time, the Thea Awards, which are awarded to outstanding contributors to the industry every year, are known as the Oscars of the themed entertainment industry，This time I may talk more about the IP industry，Especially topics related to the top international IP industries。

Zhao Yang, Chairman of Asia Pacific Region of TEA Global Themed Entertainment Association

Liu Zhaohui:Looking forward to it，As the only themed entertainment association in the world, it has mastered a lot of IP resources，How to introduce international IP into China，How to land？All are missing content，The creation of IP is very difficult，Many people design an image called IP，Actually, there is a long distance from the IP。

Ye Hanzhong:I am Ye Hanzhong, the founder of VeeR，We started doing VR in 2016，Currently accumulated tens of millions of users。What I want to do this year is to use the VR experience accumulated over the years，Quickly landing in the field of cultural tourism。The biggest advantage of VR is to bring visitors unlimited experience in a very small space，I think VR is a very good content carrier，I hope to discuss with you the cooperation method of "Cultural Tourism + VR under 5G"。

VeeR VR co-founder and CEO  Ye Hanzhong

Liu Zhaohui:The most difficult part of the software is copyright and content production，Let content influence experience。First question，The empowerment and impact of technology on cultural tourism，Driven by core technology，Let’s have a look，Included in the context of 5G，What are the technology sectors that we think are hot or most worthy of attention now？There are more than 2,000 companies in Optics Valley，Have high technical level，We combine with culture and tourism，We consider culture、Technology、combination of travel，Combined with the exploration of culture and tourism，What important elements, sectors or trends in Leyard’s current technology are most worthy of attention？

Zhang Yuanqi:The development of cultural tourism and science and technology has some layout，You may know，We have watched many movies that use some scenes，For example, I watched a lot of blockbusters during the Spring Festival this year，King Kong has some smiles on his face，Done using our motion capture technology，Built a 5G laboratory with Huawei，Combining VR technology in tourism and education，This is one aspect。The second aspect，VR solves the audio-visual problems of individuals or a small group of people，Because Leyard itself makes LED small pitch，Solved visual problem，Huawei solves the problem of dizziness，There is some incompatibility between human movement and data transmission。A better solution is formed through 5G technology and motion capture capabilities。It is estimated that this solution will soon have good samples in the market to interact with everyone。

Second，In order to solve the heavy traffic in tourist attractions，Researched holographic technology，In a large capacity, it is combined with the culture and theme of the scenic spot，The content that forms the hologram，At present, the entire technology research and development platform has been completed，A holographic technology platform will be built in the future，Will be in many scenic spots across the country，Take a method similar to that of a theater chain，The production of a large number of embedded content from a series of perspectives。Currently working on standards for holographic perspective content production。

Liu Zhaohui:Let me ask Mr. Ye，Two questions，One is how long it will take technically to fully realize high simulation、High-density experience，How to solve the problem？What to do with hardware and content？

Ye Hanzhong:I would like to add a supplement to the trend mentioned by Mr. Zhang，I think the improvement brought by the arrival of 5G is very big。In 2016, many people saw VR equipment in supermarkets，Its resolution is 1K、2K。Currently a device with a 4K screen，Video playback reaches 8K，The clarity is closer to the clarity of the human eye than previous devices，This is a very big improvement。The second is content，4G does not support movie playback in a theater，4G does not support movie playback in a theater，You can also achieve real-time content updates。The third point I want to say today is the most important，In the past few years， Development of 5G and related technologies，Reducing the production cost of VR content。The equipment we use is a VR all-in-one machine，No need to combine with PC (computer)，can be used independently，Easy to operate、Small footprint、Portable。Shanghai Center is a very interesting case，Here，Mobile、China Unicom、Telecom has deployed 5G bases，They work with us，Provided us with a 60-square-meter venue，Floor-standing VR experience hall。This experience hall receives tens of thousands of tourists a month，The model we explored can be implemented quickly。The partner only needs to provide the venue，We will take care of the software、Hardware、Content、Decoration、And most importantly。And most importantly，You can choose the best quality content on our platform that matches the venue for cooperation。

Also answer Mr. Liu’s last question，Why we are better suited to do this。Content is king，We have a large number of suitable science and technology museums、VR content used in aquariums and other scenes，Including many people who want to make VR into a multi-purpose screen: tourists come during the peak season，There are VR studies during the off-season、Party Building，is a very good carrier。New technological breakthrough，Includes new pattern breakthroughs，It is also based on the rapid development of 5G technology，Thus helping the industry to achieve rapid breakthroughs in the past two years。

Liu Zhaohui:Applications of VR，I ​​also had a technical seminar at the Jiangsu Department of Culture and Tourism last week，A Huawei engineer at that time said，We can understand it this way，Because 5G is a universal technology，The integration of culture and tourism is partly far-fetched，Some tourist attractions can be visited without leaving home，Just watch it at home，This is a marketing effect。Second，Possible interpretation of culture and presentation of content，I feel that I could only see but not understand before，May be able to let you in as part of the character now，This is an improvement in experience，Of course，The business model still needs to be discussed。

One more，It is the depth of scarce copyright IP content。I believe many VR companies will face big problems，That’s how the content can be continuously updated。I want to ask Mr. Zhao Yang about this，The combination of international IP and technology，Not all problems can be solved through technology，On the content level，What is the level of international IP，Why is it difficult to land in China，Then can we make up for these translation problems on a technical level、Implementation issues、Conversion problem。

Zhao Yang:I often hear people talking about “content is king、IP is king”，Including current theme entertainment，In fact, the theme is the core。

There are many kinds of IPs that everyone is talking about on the market，And related to cultural tourism is LBE，That is, the real-life entertainment IP。Includes outdoor parks、Outdoor Paradise、Theme Water World、Theme Museum、Theme Hotel、A series of authorizations such as theme restaurants。

Fully involved in the implementation of overseas entertainment IP studios，The cooperation between the importing party and the IP copyright owner is not a simple copyright agency authorization relationship，It’s more about creating a new IP product together，Reliable industry background，What we need is a wide range of personal connections、Reliable industry background、Professional business negotiation and legal knowledge、Authorized industry knowledge、Sufficient entertainment industry operation and marketing capabilities。

Liu Zhaohui:mentions of core things，Especially IP creation，IP is the precipitation of time，Have a strong user base，The way of interpretation is to satisfy the taste of each generation、Requirements and interests。In fact, in this process，Technology is very important in it，Can stories last forever，Able to form a continuity，Technology may be a solution。

Let’s ask Mr. Huang，Choose VR for your project，When you choose，Choose a certain type of technology form，Or technological solutions, etc.，When you choose，As an integrator，How to create such a comprehensive experience，What kind of thinking can be used to string together so many elements，What effect is achieved，What kind of product is made。

Huang Jianbo：We do comprehensive resource integration and system integration in the tourism industry port，In this integration process，We found that the tourism industry is in the process of upgrading，What should I upgrade?？What to upgrade to?？Technology will actually play a very important role in this process。Like Mr. Zhaohui mentioned the Forbidden City this morning，The product and experience upgrades of the Forbidden City are carried out with the help of creativity and technology。

In the process of integrating culture and tourism，The industry actually has a relatively mature consensus，That is, culture is the core、It is the soul，Tourism is a specific product display，Also a form of expression，We fit today’s topic，Put it in the technology scene，Add technological elements into the mix，Then technology is the means and approach。What should we do through such a means and approach？Very important，It is to shorten the distance between culture and our current market needs。And a key element needs to be added in this process，This is also the power of creativity that our Peak Cultural Tourism Group has been studying，Through the power of creativity，Use of technology，To transform the value of our culture，Let us have a thousand-year culture、Centennial Culture，The new culture of modern times，All can be transformed into fashion elements，Meet the needs of current market groups，Such cultural transformation has more modern significance。

There has always been a strange circle in the development of domestic cultural tourism，A place with better cultural resources，The development of tourism industry is becoming more general。Why？The key is that culture cannot be transformed into products，This is a question of development ideas。This is a question of development ideas，Previously, culture has always been developed based on career，The relative lack of industrial thinking。Now from the height of the country，Combining culture and tourism，The actual demonstration releases a very strong signal，How culture comes alive，Use it，Provide more materials for a better life today，Show more and better products，This is where our technology and creativity can be used。Our Hubei is a cultural province，How to activate and utilize cultural IP and cultural resources，Bringing the Chu culture of thousands of years ago into modern life，Both technology and creativity can play a big role。

The first one is from the management perspective，From an operational perspective，Including some data captured by everyone’s preferences mentioned by friends on Douyin，Understand what the modern market needs。After understanding，During the entire product conversion process，We now know the direction。

The second one is on the product side，You can put our cultural elements，Those lying in books，All the elements lying in the museum move、Come alive，Interact with me。For example, our chimes，It is impossible for tourists to knock it in the museum，But if this sound is collected from the perspective of a museum，I can put it in electronically，Let visitors ring this chime electronically，Even play a track，This is the process of transforming culture into tourism products through technology，It is also the process of connecting with tourists，I am interested in this contact process、meaningful，Attractive。Finally, the work will be formed to a certain extent，Let tourists take them away，This kind of combination is what our pinnacle cultural tourism is trying。

So in it，We will use different technologies in different scenarios，Technology including big data，Technology including VR，Including holographic technology，Acoustic and photoelectric technology，all can serve our tourism 188bet app products。There is only one core，Touch the hearts of tourists，Suitable for current lifestyle，Let culture integrate with our existing lifestyle，Form a close connection，This is what we are doing now。

Liu Zhaohui:In fact, technology is playing an increasingly important role in the entire cultural tourism chain，We used to say that marketing is very intuitive，But now it has penetrated into investment、Operation，Including product formats、Product innovation and creation，There is also a marketing innovation to create。Mr. Wang，The creation of new media，We see Douyin and short videos，Formation of new communication methods with old media，How do you understand how we can reach precise users？What kind of means？How to convey the connotation of products through technological means，Especially the cultural connotation。

Wang Yabo:Artificial intelligence is an important development direction for future technological development，In the past few years，The standardization of smart scenic spots in Beijing is done by us，You will find out in a year or two，The changes in technology are very, very big，It is very difficult for marketing to cater to the times and trends，I think there are three core elements from the perspective of destination marketing，First, your products and content，The second is management and service。Management and service are the last tourists’ perception。The third is destination marketing as everyone understands it in a conventional sense，Contains traditional TV、Paper media、Magazine、Billboard，And current new media Internet marketing。In terms of Internet marketing，The technical content is high，Through big data analysis，Attract traffic through precise placement of DSP，We saw the data from Toutiao，Today’s Toutiao has a relatively broad age range，Douyin is relatively younger，The conclusions drawn by different platforms will be different。We and the Ministry of Culture and Tourism、Data center cooperation，Generally, various data elements are used to support it、Argument results，There are a lot of algorithms in it，Solving planning to planning through data，To management、Operation，To later marketing and some service output behaviors，From a marketing perspective，No marketing without data、No planning，This thing may be a very, very important development direction in the next few years。

One more，Additional to what the guests just said，Whether it’s VR/AR，There is also Yunwu Dazhi，We think they are all unattainable，In the past few years，5G was already a very important standard when we were working on a first-class standard，The transmission speed of 5G will directly change our lives，Including travel、Cultural travel，Especially the cultural perception。There are so many cultural protection units in Beijing，How to remove the holographic manifestation of the Ming Tombs，For example, the Old Summer Palace can be realized through virtual reality。

Product content requires data support，Word-of-mouth data is needed during operation。Then to the whole subsequent marketing，Find the corresponding platform，Find useful platforms of interest，Go and place your ads，From a marketing perspective，From the previous content to the reputation of middle management，To real delivery，The trinity of front, middle and back is supported by data，There are new means and Internet means as support，Only in order to truly make a destination a good one。

Liu Zhaohui:Let’s give these guests a little applause。Because of time，I ask one last question，We are in Optics Valley，Have very good enterprises and technology accumulation，Can you give me a sentence of advice，Including enterprises in Wuhan that are interested in making breakthroughs and development in cultural tourism，Including artificial intelligence、Big data、Internet of Things，Consider combining the scene and development of cultural tourism，Many participants have entered large industries，Give some suggestions from their respective perspectives。

Zhang Yuanqi:We are now in an era of cultural tourism explosion，It also requires a lot of scenes、Perspective、Join as a content company。Leyard and Lifeng Culture as a content company，Looking forward to your cooperation with our upstream and downstream partners。

Wang Yabo:We are still very destined in Optics Valley，We have a branch established in Optics Valley three years ago，In the context of the integration of culture and tourism，We have also entered the era of 5G and 6G，How technology empowers cultural tourism，This is a question that the whole industry needs to think about。Communicating with friends in Wuhan these two days，Wuhan’s settlement policy and investment environment are very, very good，Hope more friends will come to Wuhan with us，Wuhan has become a quasi-first-tier city in the core of six provinces in the Central Plains，To become a first-tier city in the future。

Huang Jianbo：I think there are two important aspects，First aspect，Understand the cultural travel industry。Cultural tourism is a hot word now，Everyone is paying attention，But paying attention may not necessarily understand，Many companies that love the cultural tourism industry，In fact, I don’t understand the internal logic and key core of the cultural tourism industry。If you are interested in participating in the cultural tourism industry，First you need to understand the attributes of cultural tourism，It is a personalized industry。In the past, it was a company that made standardized products，You have to consider that I am entering an industry that uses personality to flaunt the characteristics of its own industry，What do we want to do here，What should we do to be better here。The second aspect，Specialization。I want to return to my major。Cultural tourism has developed very rapidly in the past two years，Provides a lot of space for everyone，Every place is also promoting industrial upgrading、Product upgrade，But what we saw and came into contact with，Many products，Relatively speaking, it is relatively rough，The content here needs to return to a professional approach、Technological solution。So be meticulous and top-notch within this profession，You will definitely find your place in the cultural tourism industry，There will be more room for development，Enabling cultural tourism product upgrades，Developing a business again，Complement each other。

Liu Zhaohui:Many people will have many problems when looking at the industry from the perspective of tourists，Many people want to have a deep understanding of this industry in order to become professional in cultural tourism。

Zhao Yang:Go out，Bring in，Professional team does professional things。Actually, I heard everyone share this morning，I saw that many companies are very good in hardware, software and innovative design。But overseas people still know very little about you。Through Zhihui and TEA we are willing to provide a platform to go global。At the same time, theme entertainment started in Europe and the United States many years ago，Very mature。There are many experiences worth learning and drawing on，There are also industry-related professional companies and experts。How to do a good job in the cultural tourism industry，Need to have awe。Look for a professional team to do professional things。Although the introduction of high-quality overseas entertainment IP is very difficult，We have also been committed to bringing the best overseas entertainment products into the Chinese market。This time is long，But we also look forward to the themed entertainment projects of these internationally renowned IPs taking root in China in the near future。Through the accumulation of talents in this industry，Also create China’s own projects and go overseas。

Ye Hanzhong:5G new technology is developing very fast，After the emergence of new models, new technologies and new product forms，Everyone tried and made mistakes quickly at a very low cost in the early days。As a pioneer of VR+ cultural tourism，Generate new pattern。Second block，Culture and tourism + technology are not a blind superposition，Must be in a scene、New value generated by matching users and content，This is the maximization of value。Take the case of Shanghai Center as an example，It often rains when tourists visit Shanghai Center。Through VR technology, everyone can still see the beautiful night view of Shanghai，This is a match between cultural tourism and content。Including after I got off the plane today，I saw a lot of advertisements for Shennongjia，It’s all about the story of Shen Nong tasting hundreds of herbs。Our platform also has a VR video of Shennong tasting hundreds of herbs，When everyone is in the scene of Shennongjia，Watch this VR video，You can be more immersed in ancient myths and legends。This is a typical match between content, scene and culture，The best landing is under such circumstances。This mode is not only suitable for VR，Also for different cultural and tourism themes，Customize and filter unique content，The conversion rate and economic efficiency come at the end。

Liu Zhaohui:Technology cannot replace culture and tourism，Or technology for the sake of technology，But to return to the essence of cultural tourism，About product，About things that touch people's hearts，About experience and feelings，The role of technology in it is，Need specialization，Need everyone from marketing to product，To content，To operations，To the entire portfolio level，Speak about good products，Tell good stories，A wonderful life is a good story。How technology brings us，It should be the opportunity given to us by the times，How to develop good cultural tourism，Thinking about technology，And philosophy、Life、Aesthetic thinking，Not technicalism。Thank you again to all the guests，Thank you。