The metaverse is“Fire”，Virtual, virtual, real，In the field of culture and tourism, it is becoming more and more popular。

January 10，Shanshui Bide issued an announcement，The company and Shenzhen Fairy Tale Dad Cultural Tourism Technology Co., Ltd. (referred to as “Fairytale Dad Culture”）、Shenzhen Huafu Information Technology Co., Ltd. signed the "Strategic Cooperation Agreement"，All parties plan to develop in many fields (including but not limited to Metaverse technology、Yuanverse Theme Park, etc.) to carry out strategic cooperation。11th，Shanshui Beide opened at the daily limit and continued until the close，Share price rose 20% to 83.40 yuan。

Meanwhile，Shenzhen Stock Exchange issued a letter of concern on the night of the announcement，Asking Shanshui Bide to explain the connection between Metaverse Theme Park and the concept of Metaverse，Is there any disclosure“Yuanverse Theme Park”Proceed“Hot spots”，Whether there is any situation that misleads investors。Shanshui Bide’s stock price，also started to cool down after its reply。

The Yuanverse brings popularity and stock prices soar，Controversies and doubts also followed。After the announcement is issued，Some investors jokingly call it the first unit in Yuanverse theme park design，Behind the joke，How should we view the traditional tourism industry riding the technology express？For the cultural tourism industry，The Metaverse is still in the conceptual stage，High-tech enterprises still have a long way to go，Is the layout of enterprises without core technology in this field more similar to "";Castles in the Sky”？

Facing the hot metaverse，How should cultural tourism companies respond？

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“Yuanverse Theme Park”is one of the focuses in this round of controversy。Public information display，The Adventure Little Prince Yuan Universe Theme Park is developed by Shenzhen Fairy Tale Dad Cultural Tourism Technology Co., Ltd.，Planned total investment of 7.5 billion yuan in three years，It is expected to be opened to the outside world at the end of 2022，Will rely on the IP of "The Little Prince of Adventure"，Combined with the most advanced AR、VR、And holographic projection technology，Bring tourists 188bet sports betting app download an immersive new amusement experience and fun interactivity 。

Shanshui Bide will focus on the overall park planning of the Metaverse Theme Park、Planning、Landscape、Ambience creation and experience scene design, etc.；Work together to study three project forms of the Metaverse Theme Park，That is, cultural and tourism complex (real estate、Hotel、Metaverse Theme Park)、Yuanverse Children’s Paradise、Yuanverse Indoor Park (Commercial Complex)。

Shanshui Bide denied the existence of hot spots through information disclosure in his reply to the Shenzhen Stock Exchange’s letter of concern、Misleading investors，And said“The Little Prince of Adventure Metaverse Theme Park”Named by the builder and operator of the project，He did not participate in the naming of this project，Just provide planning for the theme park、Planning、Landscape、Design business such as atmosphere creation and experience scenes。

Screenshot source: Shanshui Bide Announcement

For the relevance of business and metaverse，Shanshui Bide said that it is in digital assets、Research and development and technology accumulation in UE technology and other aspects，The implementation of immersive landscape design business for virtual and real interaction，Laid resources for Metaverse-related businesses、Basics in technology and other aspects。

In other words，Shanshui Bidefang believes that the naming of the Metaverse theme park has nothing to do with him，The accumulation of technology has laid the foundation for him to contact Metaverse-related business。But after the response is sent，The capital market reacted coldly，12th，Shanshui Bide stock price fell by 0.04%，Continuous decline on the 13th，Dropped by 6.33%。

Together to advance, capital needs new stories

Shanshui Bede’s family is not the only one chasing hot spots.

November 18，Zhangjiajie becomes the first scenic spot in the country to set up a metaverse research center，Relevant person in charge said，Provides theoretical and technical support for the digital transformation of tourism，Realize the digital transformation of the tourism economy and the high-quality development of all-region tourism。Subsequently，Xi'an Datang Evernight City Scenic Area announced the creation of the world's first metaverse project based on the historical and cultural background of the Tang Dynasty - "Datang·";Kaiyuan》，The project is like a gateway to numbers“Virtual World”'s tools，Let visitors be online no matter where they are“Datang Everlasting City”Travel and entertainment。

Also，In the capital market，Feng Shang Culture、Yunnan Tourism’s stock price also surged because its 188bet online sports betting business involved the concept of the metaverse。Fengshang Culture once stated in the disclosure，Augmented reality has been deployed、Virtual reality content production technology，Complete digital content and scene construction，The company has a full range of performing arts creation genes，at“Yuanverse”Building virtual scenes such as stages in China has the first-mover advantage。Yunnan tourism mainly uses the concept of virtual humans to lay out the metaverse，The famous virtual image IP hilarious two sisters are now available for real-time live broadcast，Currently, the number of fans on the entire network has exceeded 10 million，Already has a first-mover advantage in the field of virtual anchors。

Why companies are rushing to gain ground“Yuanverse”？

Performance under pressure，The capital market needs new stories，Maybe it’s a major reason。

Take Shanshui Bide as an example，August 13, 2021，Shanshui Bide officially landed on GEM。Performance opens high and moves low，Break in just three trading days，The stock price has plummeted since then。Closing price on August 27, 69.55 yuan/share，with the highest price 116.Compared to 11 yuan/share，Already dropped by 40.10%。One of the important reasons is that Shanshui Bide’s main business is landscape design，The overall decline of the real estate industry has also affected the valuation of capital。

Its strong connection with real estate is also reflected in its performance。2018 to 2020，Their revenue reached 2.8.7 billion yuan、400 million yuan and 4.900 million yuan，Compound growth rate up to 30.66%，Net profit reached 4144 respectively.250,000 yuan、7569.150,000 yuan and 1.0.2 billion yuan，The compound growth rate is as high as 57.73%。But January-September 2021，山水比德“Increasing revenue without increasing profits”，Non-profit net profit decreased by 27% year-on-year，Among them，Non-profit net profit dropped sharply by 97% in the third quarter.18%。

In response，Landscapes are better than Germany，Affected by the national macro-control policy on the real estate industry，The pace of land acquisition and project advancement by downstream real estate companies has slowed down significantly，Confirmation of the design results of projects the company has undertaken has been delayed，As a result, the revenue in the third quarter was basically the same as the same period last year，However, the number of projects and workload have increased significantly，Production costs and various expenses have increased significantly compared with the same period last year。

188bet app Look at Yunnan tourism and Fengshang culture again。The former’s performance was already under pressure before the epidemic，Net profit attributable to parent companies in 2019 fell by 84% year-on-year.13%，Deduction of non-net profit loss 1.6.6 billion yuan，Loss for two consecutive years；First three quarters of 2021，Yunnan Tourism’s net profit loss 1290.440,000。Fengshang Culture is one of the first 18 listed companies under the GEM registration system，It is also the only company with an issue price of over 100，Falled below the issue price half a month after listing，As of closing on August 31, 2021，Fengshang Culture’s stock price is only 39.87 yuan/share，138 compared to the issue price.02 yuan/share has fallen by 70%。

Shanshui Bide’s previous announcement pointed out，Strategic cooperation helps to accelerate the company’s project expansion in the metaverse field，Three parties join forces to create an influential large-scale cultural and tourism complex project，Realizing the company’s strategic layout in the Yuanverse theme park and cultural tourism business，Create new growth points for the company’s future business development。

New growth point here，Both the business level，More refers to the capital level。Except Shanshui Bide，After announcing the business layout plan related to the Metaverse，Fengshang Culture’s stock price rises rapidly，As of the close of January 14, 2021，Reached 88.21 yuan/share。Yunnan Tourism stock price has also rebounded recently，Rising from less than 5 yuan/share to 7 yuan/share。

The true layout is still “Hotness”？

Cultural tourism companies layout the metaverse，Doubts mainly come from two major aspects: the company’s technical capabilities and the Metaverse itself。

According to the "2020-2021 Metaverse Development Research Report" released by Tsinghua University，The current ecological landscape of the Metaverse is mainly divided into underlying technical support (artificial intelligence、Blockchain、Cloud computing, etc.)、Front-end device platform (VR、AR、Smart wearable devices, etc.)、Terminal scenario application (game、Social、Collection、Travel、Sports and other industries)。Currently，The development of underlying technology and front-end equipment is the core and focus of the realization of the Metaverse，The layout in these two areas has extremely high requirements on the core technology of the enterprise。

The development of cultural tourism metaverse scenes is extremely dependent on the development of related technologies，But currently type“Yuanverse&188bet sports betting app download rdquo;There is a huge gap between the conceptual enterprise’s main business and the Metaverse，Not mastering the core technology，Lack of market competitiveness。The Adventure Little Prince Metaverse Theme Park Case，The layout of fairy tale dad culture in related industries of the metaverse is approaching 0，Shanshui Bede’s digital department also focuses on improving landscape design tools。Fengshang Culture’s main business is large-scale performing arts and landscape art lighting, etc.，Virtual shooting、Online viewing and other performances are in their infancy；Yunnan tourism is mainly based on traditional tourism business，Subsidiary OCT Cultural Tourism Technology Virtual Human IP“Two hilarious sisters”，No matter from the perspective of popularity or technical level，There is a big gap between the level and the top level in the industry。

Despite being criticized by the capital market“Love”，The metaverse itself also has flaws。From the perspective of industrial and technological development，The Metaverse has not produced new key core technologies，Just a breakthrough in concepts，Through the integration of multiple existing technologies，Trying to give birth to new Internet and social forms。More opinions，The metaverse is just a“Old wine in new bottles”'s capital and brand marketing carnival。

Because there is no unified definition and standard，Involving a wide range of technologies and scope，All walks of life are vying to put themselves in the "meta-universe";hat”，Promoted the Metaverse craze。But the reality behind the popularity is，The technologies related to the Metaverse are in their infancy，And the industrial ecology is relatively poor，Focus on XR and game social fields， There is still a long period of time between a large-scale outbreak and the vision of virtual and real interoperability.;De-foaming”Process。Also，As giants enter the game one after another，There are also difficulties in decentralizing and completely opening up the metaverse ecology。

Look at it from a more positive perspective，Yuanverse still has inspiring significance for the development of cultural tourism industry。Take Disney as an example，Back in 2020，Former Disney Executive Vice President of Digital Tila·Kemanda proposed to create “Metaverse Theme Park”——Where the physical and digital worlds merge，Wearable devices、Smartphones and digital access points allow visitors to immerse themselves in Metaverse experiences。“Visitors can explore with pirates，188bet Online Sports Betting and Casino Train with heroes，Dance with the Royals，And visit distant galaxies without leaving home”。Recent，Disney’s patent application for Metaverse approved，This technology tracks the use of mobile phones by tourists，Generate 3D projections in physical spaces near the park，Create personalized interactive scenes for Disney theme park visitors，In the metaverse realm，Disney has taken the first step towards a relatively clear path。

Reality、Immersion、Openness and collaboration，is the main feature of the Metaverse，Also represents the development direction of pan-entertainment experience products including cultural tourism。How to find a balance between the virtual entertainment represented by the Metaverse and the physical entertainment represented by traditional tourism，Complement rather than replace each other，This is a question that the tourism industry should consider more under the upsurge of the metaverse。