The cultural and tourism industry is the industry most affected by the COVID-19 epidemic.

In the past three years，The face of China’s cultural tourism industry has undergone tremendous changes。On the one hand, it is the former“Every village is lit with fire and every household is smoking”It turned into a place of silence and chicken feathers；On the other hand，Cultural travel industry whether it is consumer behavior、Industry development trends、Investment environment、Business formats, etc.，They are all very different from the past。These trends are worthy of attention and consideration。

As ​​one of the industries with the greatest development potential and leading role in the past and in the future，The trends and directions shown by the development of cultural tourism industry，It is also worth learning from other industries。Because cultural tourism, especially culture，Empowering other industries。

The author founded Times Cultural Tourism Strategic Consulting Company more than three years ago，While providing consulting services, we also continue to produce ideas。These three years，We founded“Entertainment Marketing”and“Enterprise mediaization”Two major cultural tourism marketing methodologies，Helped dozens of cultural tourism companies and government agencies break through marketing bottlenecks。This is due to our predictive observation 188bet app of the cultural tourism industry and our deep insight into the underlying logic of the cultural tourism industry。

Ten trends summarized in this article，Some of them have already happened，There are also some that are in their infancy or even the author’s predictions in advance。Some are trends and rules within the cultural travel industry，Some are global、Trends caused by cultural tourism。

In recent years，We saw a very significant phenomenon，It’s“Mainstream value”’s manifestation。

First，Mainstream cultural themes have become“Top stream”。From "Wolf Warrior" to "Operation Red Sea"，From "The Founding of the People's Republic of China" to "My Motherland and Me"，From "Eight Hundred" to "Changjin Lake"，From "Bright Sword" to "Awakening Era"，Mainstream film and television dramas continue to perform box office or ratings miracles，"Changjin Lake" has become the number one box office in Chinese film history。The red-themed "The Eternal Wave" has become the ceiling of Chinese dance dramas，Outside the tour destination，Everything is full。

Second，Red tourism is widely sought after。Past，Red Tourism is a required document、Executive order driven behavior，Now due to a large number of mainstream、The emergence of innovative literary and artistic works，Making red tourism popular。For example, "Eight Hundred" made Sihang Warehouse quickly become a popular attraction。"The Age of Awakening" has made some celebrities' former residences and history museums popular。The "China Red Tourism Consumption Big Data Report (2021)" jointly released by China Tourism Academy and Mafengwo shows，The search popularity of red tourism increased by 176% compared with the same period last year。According to the "Red Tourism Big Data Report in the First Half of 2021" released by Ctrip，The booking volume of red tourist attractions in the first half of 2021 has more than doubled year-on-year；Post-80s among the red tourist crowd、Post-90s account for 70%，The post-00s generation increased by approximately 2% compared with the same period in 2019.5 times。

Third，The national trend is in power，Traditional cultural consumption becomes mainstream。From Internet celebrity cultural creation to "National Treasure", "If National Treasure Could Talk", etc.，From the men and women in Hanfu taking to the streets to the popularity of folk music performer Fang Jinlong，From scenic spots embodying traditional cultural values ​​to CCTV、Henan Satellite TV’s series of popular programs related to traditional culture，Guochao culture is flourishing everywhere in today’s social life。The "Baidu 2021 National Trend Pride Search Big Data" jointly released by Baidu and the People's Daily Online Research Institute shows: “国超”Attention increased by 528% in the past ten years。

Fourth，The beautiful life in rural areas has become the focus of attention。The No. 1 Central Document released this year once again focuses on rural revitalization。Rural revitalization not only brings a lot of national policy support and business opportunities，It also creates a uniquely valuable lifestyle for China’s future。“The most luxurious life in the future will be in the countryside。”

We must see clearly，In today’s political and economic environment，National power dominates、The power of state-owned enterprises or government departments is demonstrated，And the mode of grand narrative，Bringing directional changes to the entire cultural tourism industry。

China’s cultural tourism has entered a“Everything is cultural tourism，Cultural tourism empowers everything”era。The boundaries 188bet app of the cultural tourism industry are becoming increasingly blurred，The extension is constantly expanding。Old factory building、Old Street、Abandoned Mine，They are all becoming cultural tourism projects；Factory、Rural areas are also being transformed into cultural tourism，Transform into industrial tourism or rural tourism……Our definition of cultural tourism is constantly being refreshed，Our thinking is constantly being subverted。

First，Everything is cultural tourism。Is Super Wenheyou a restaurant？Is Aranya a real estate company？Is Zhongshuge a bookstore？They have actually become cultural tourism projects。Consumers are also constantly recognizing this change，For example, a museum、Art museums and other places that few people visited in the past，Now it has also become a hot spot for cultural and tourism consumption。The most obvious change is undoubtedly the commercial complex，It turns out that the purpose of everyone going to commercial complexes is to shop，The main purpose of everyone going now，More for fun、Casual、Washing time，Even“Micro vacation”。Some shopping malls have even become tourist destinations。Such as Zhengjia Plaza in Guangzhou，By the largest commercial complex in Asia，Through advanced deployment and effective brand building，will be renamed“Zhengjia Planet”，This commercial complex with an annual visitor volume of 50 million has become a “World-class city center cultural tourism destination”，And was rated as one of the first national-level night cultural tourism consumption clusters in the country by the Ministry of Culture and Tourism。

Secondly，Cultural Tourism，In particular, culture empowers everything。The rice in a small village in Taiwan was created by Wen Chuang as "";Grains of Applause”The net worth doubled after that；A dilapidated rural village in Japan“Echigo Tsumari”Because“Land Art Festival”And become a world-class tourist destination；Shibanyan Town in Linzhou, Henan Province has become a well-known mountain art vacation destination in China because of the thousands of sketching students every year；Henan because of the endorsement and promotion of the Henan Satellite TV series of travel programs，The status of domestic cultural tourism has achieved rapid development。

Trend 3: New species and new business formats create new cultural tourism

In recent years，There are some emerging trends in the domestic cultural tourism market that we call ";New species”'s project。Times Cultural Tourism issues ";China Cultural Tourism Pioneer List”，Enterprise exploring new species。We believe that those who have a keen sense of new trends in cultural tourism，Obviously different from the previous business model，New breakthrough in technology，And projects that can reflect the most essential value 188bet app of the cultural tourism industry, that is, humanistic value，It can be called a new species——

For example, China’s first theatrical theme park“Only Henan·Drama Fantasy City”；Turn the restaurant into a curation company、Media Company、Super text and friend of the content company；Aranya, who makes real estate a benchmark for cultural tourism；Immersive drama "Sleep No More"；High-end camping project Startopia；The micro-musical "Apolonia" and others are all new species。

These projects subvert our understanding，Opens up new development space for the industry。We are in an era of drastic change and uncertainty，Industries and enterprises need breakthroughs and overtaking，Need to try and challenge。And these new species are those that perceive changes earlier，A company that has the courage to make changes。They were the first to perceive the warmth of the spring river，It will bring reference and inspiration to the entire industry。

On the other hand，Some new business formats have added new momentum to the development of cultural tourism。The night economy has received unprecedented attention in recent years，It not only helps stimulate domestic demand among local residents，It can also extend the number of tourists from other places、Retention time for business people and other people，Promote local economic development。

Mantangli, a small mountain village in Anji, Zhejiang, introduced cultural and creative lighting projects，Develop rural night economy，Attracting city dwellers to come here for a night outing，Directly drives local catering and accommodation consumption，Complete the shortcomings of Anji’s rural night tour products，Explore a new way to promote rural revitalization through night cultural tourism。Brand crossover allows cultural tourism to find new growth points。Forbidden City、Co-branded cultural and creative products jointly developed by Dunhuang and many other brands，Frequently letting traditional culture out of the circle。

These new species、The emergence of new business formats，Let us really feel it，The cultural tourism industry is no longer successful in terms of scale，Innovation wins。For practitioners，Under the trend of new cultural tourism，How to create a suitable local market environment、Projects that meet consumers’ individual needs for cultural tourism and adapt to investors’ investment capabilities are crucial。Competition on investment scale in the past、Simple and crude copying of successful projects at home and abroad、Disrespecting the underlying logic of the cultural travel industry will lead to fatal risks。

Trend 4: Micro-vacation is becoming a new trend

Post-epidemic era，Public travel presents the “Close、Short duration、High frequency”16036_16040，188bet sports betting app download This new feature of travel corresponds to micro vacation。The epidemic has accelerated the arrival of the micro-vacation era。Inventory of popular destinations during past short holidays，Topping the list are often large theme parks or resorts，Now it has become some surrounding tourist attractions。And some cultural tourism companies that are on the forefront of micro-vacation，Opportunities for rapid development。Like Xile Valley in Qingyuan, Guangdong，You can soak in hot springs，Play in the water park、Unpowered Paradise，At the same time, tourists can participate in various cultural activities organized by the resort，Ru Poetry Festival、Music festival, etc.，Improve tourists’ micro-vacation experience，Annual performance growth exceeded 30% during the epidemic，Become a benchmark for performance against the wind during the epidemic。

Some projects in city centers are also becoming micro-vacation destinations，As a city center integrating culture，As a city center integrating culture、Travel、Business、A complex integrating research and learning，Becoming a popular choice for city micro-vacation，Because of everyone’s travel needs，For example, watching animals、Eating、Watching movies、Play games、Shopping etc.，Everything can be satisfied here。Moreover, urban micro-resort projects are compared with cultural tourism projects in suburban areas，Shorter distance，Lower consumption (relatively long distance travel)，Traveling is more environmentally friendly，Consumption frequency can also be higher，More casual travel，This is a very concerning situation。

The Xingledu Camping Town in Hengqin, Zhuhai is also located in the city。It has a good ecological environment，There are also wild and luxurious camping resort facilities and unpowered equipment，At the same time, there is“Natural growth”’s research ideas，Add the geographical location in the city，Keeping kids in the city，You can spend a happy and fulfilling time。

Trend 5: Consumption polarization

In recent years，Consumption upgrading and consumption downgrading broke out at the same time。On the one hand，China’s luxury goods market continues to grow。Data display from the "2020-2021 China Luxury Goods Report" released by Yaoke Research Institute，In 2021, the Chinese market will become the world’s largest luxury goods market for the first time，Proportion of global luxury goods market increased to 30%。On the other hand，Last discount supermarkets became popular across the country overnight，成Market“New favorite”；Second-hand consumer market transaction scale exceeds one trillion，Becoming a new consumption trend；618 period in 2021，The total transaction volume of the entire network achieved a year-on-year increase of 26%.5% of the time，The value of a single package (price per customer) has declined year by year from 151 yuan per order in 2018，Falled to 112 yuan in 2021。Consumption downgrade has also become a phenomenon that cannot be ignored。

The cultural and tourism industry also shows the phenomenon of consumption polarization，High-end and low-end consumer markets present opportunities at the same time。

First of all, the high-end travel market continues to be hot。2021，Universal Studios Beijing opens，Instantly detonating the market，Sold out tickets for the opening day in one minute，The hotel is fully booked in half an hour，418 yuan on weekdays、The ticket price as high as 748 yuan on certain days cannot stop people’s enthusiasm to check in。

The high-end B&B market is also hot，Data display released by the homestay platform Tujia before the Spring Festival，Unlike previous years, booking Spring Festival accommodation one week in advance，This year most of the whole rental yards are booked out one month in advance；Orders for renting small courtyards during the Spring Festival increased by more than 50% year-on-year in 2021，Average stay extended to 2-3 days，Customer price exceeds 10,000 yuan。Tujia data also shows，Bookings for single-family B&Bs are hot during the Spring Festival this year，Order volume increased by approximately 56% compared to the Spring Festival in 2021。The transaction volume of homestays during the Spring Festival this year increased by more than 30% year-on-year，The average price exceeds 1,000 yuan。

The reason why the high-end travel market is so hot，On the one hand，The epidemic has blocked overseas travel，Creating opportunities for the domestic high-end tourism market；On the other hand，The quality of domestic high-end cultural tourism projects is also constantly improving，Inspires people’s desire to consume。

The most typical example is Atlantis Sanya，During the epidemic period, we undertook a large number of demands from people who were unable to travel abroad due to the epidemic，Become the winner of high-end consumption during the epidemic。First half of 2021，Atlantis Sanya’s turnover reaches 8.3.5 billion，152 year-on-year increase.1%。Monthly sales reached 2 in July.3.3 billion，Room occupancy rate reached 96%。The suspension of outbound travel has also brought development opportunities to Xinjiang and other remote areas。

According to Southern Metropolis Daily report，After the suspension of outbound travel，Guangdong Youyuan specializes in outbound travel travel agency transfer“Xinjiang self-driving tour”。Mafengwo data display，During Qingming Festival last year，Xinjiang’s search popularity increased by 275%，Xigaze, Tibet has become the city with the highest increase in 188bet app hotel bookings in China，An increase of more than 13 times compared with 2019。

Secondly, low consumption behavior is highlighted under the trend of micro-vacation。For example, camping，In the past six months, family travel has almost become the biggest trend。Some small but beautiful projects，For example, Xiledu Camping Town、Shanghai Jigao Tuwowo Unpowered Paradise、Dora’s Cute Pet Paradise, which is engaged in the cute pet business、Called“Hermès in the indoor children’s paradise”Meland Club，Performed better than large cultural tourism projects during the epidemic。

Particularly noteworthy is，A large number of urban municipal supporting parks、No-fee or low-fee projects attract many consumers，This has also caused an impact on some high-end and giant projects。And this trend，With the changes in the macroeconomic situation, government policy guidance, and people’s consumption habits，will be strengthened more and more。Social consumption trends and habits are often affected by major public events，War、Plague will change people’s consumption habits，Japanese minimalist life concept、The emergence of a low-desire society is directly related to the Japanese earthquake。So it is conceivable，The epidemic will change people’s consumption desires and consumption levels，The trend leading to low-price consumption。

Trend 6: Immersion is popular

Immersive gameplay has always been closely related to cultural tourism projects。1955，Disney turns the virtual world in movies and television into a real-life theme park，Can be regarded as the earliest immersive experience。Immersive gameplay can be found everywhere now，For example, "Sleep No More", "Nanjing Happy Event", "Seeing Pingyao Again", "Zhiyinhao", "Apolonia" and other immersive dramas and script killing、Escape rooms and other escape rooms are very popular among consumers。

The popularity of immersive gameplay，Derived from changes in consumption logic。Consumer experienced 1.0 era sightseeing tour and 2.Theme entertainment of 0 era，The taste is moving towards 3.Immersive transformation in the 0 era。Past“You act and I watch”’s one-way infusion model can no longer meet current consumer needs，Immersive gameplay allows visitors to participate through two-way interaction，From passive acceptance to active participation，More immersive feeling，People are no longer simple tourists，But participate wholeheartedly，And fully mobilize personal emotions。

Investment 6 billion、&ldquo with a total area of ​​622 acres;Only Henan·Drama Fantasy City”Taking immersive experiences to an unprecedented scale。Huan City has 56 spaces，21 theaters of different sizes，3 main plays and 18 minor plays alternately staged，The total duration of the play reaches nearly 700 minutes，High concentration of dramatic performance，Added clever moving line settings，Let tourists enter the theater before entering the city，The drama is still playing out in my heart after leaving，From physical immersion to spiritual immersion。

According to Meituan big data，Immersive experience has developed into something acceptable to people of all ages, especially young people、Fashionable leisure and entertainment projects that you are willing to participate in。About 75% of related consumption comes from young people aged 20 to 35，Their sense of experience、Story、Gameplay、Artistic Sense、I am very interested in night tours and other elements。

2021，The development of immersive experience is written in "“14th Five-Year Plan”Cultural and Tourism Development Plan》，The training for new cultural business formats emphasizes the need to complete 100 immersive experience projects，The development of the immersive industry is officially on the agenda。

With the development of technology，The immersive gameplay is also constantly improving，We believe，The future metaverse will bring fundamental subversion to immersive gameplay。The Metaverse is essentially a virtualization of the real world、Digital。In the Metaverse，Scenic spots can enrich product content，Intangible Cultural Heritage、Culture and Creativity、IP and special projects can be created into virtual products。

Trend 7: Content, content, content

WeChat、小红书、Tik Tok、Kuaishou、Content platforms such as Bilibili have become the main channel for consumers to receive information，No era is more suitable for content marketing than today，Whoever has the ability to create content has the initiative。Vitality Forest、Zhong Xuegao、The rapid rise of brands such as Perfect Diary，Relying on large-scale content delivery。It’s safe to say，A company’s content marketing level directly determines its marketing level。

Compared to more expensive channels，Content marketing is undoubtedly more cost-effective。Cost-performance is particularly important for cultural and tourism companies，Because cultural tourism companies generally do not have sufficient marketing expenses，Good steel needs to be used on the blade。Even if the cultural tourism company only has 100 yuan for marketing，Then you should spend this 100 yuan on content and topic creation。

How to do content marketing？There are two abilities that determine the content marketing level of an enterprise: topic creation ability and empathy creation ability。Qin Shuo is“Only Henan·Drama Fantasy City”The opening article "I am not a Henanese" written by the WeChat public account，This is a case where topic creation and empathy creation jointly exert value。This article explains Henan’188bet sports betting app download s long and splendid history and culture and everlasting national spirit from multiple perspectives，Expressed his sincere feelings towards his hometown，Triggered a great discussion on the history and culture of Henan，Incited strong empathy among Henan people。This article has not only been forwarded by many celebrities，And the number of reads exceeded 100,000+ on the same day even though the account had zero fans。

While working on cultural tourism projects，We emphasize that，What is the resonance between your project and the city。A good project must provide value to consumers，But just staying in this realm is not enough。A project must quickly become popular among locals，Must find empathy with this city manager and living person。As the project operator，You must ask yourself a few questions: What is the relationship between my project and this city and its citizens？Why do people pay attention to my project？What can I bring to them？

“Only Henan·Drama Fantasy City”quickly became the No. 1 project and business card of Henan Cultural Tourism。It perfectly illustrates the concept of empathy。

Trend 8: Integration of scenic spots and commerce

OCT General Manager Liu Fengxi said，Happy Valley should become a shopping mall that charges tickets。I very much agree with this idea。What everyone can see with the naked eye is，The boundaries between business and cultural tourism are rapidly blurring。Business is increasingly becoming a place for leisure and vacation，And scenic spots will increasingly become thematic commercial centers in the future。The scenic spot is a flat-lying shopping mall，The shopping mall is an erected scenic spot。

Disney, the benchmark for integrating scenic spots and commerce，The sales revenue of derivative products accounts for a very high proportion，But in the past few decades，The development model of its derivatives is also somewhat complacent。From film and television IP to offline IP，Derivatives derived from IP，The whole world adheres to such an unchanging path。Disney is like this，Universal Studios is like this，Other scenic spots are even more like this。Every scenic spot imitates Disney and Universal Studios，Create a so-called IP image that basically has no good looks or screams，Then industrialize and copy a bunch of so-called tourism products，Not only has no sense of beauty，And the product categories are highly similar，This is also the main reason why most scenic spots cannot go out of the circle。

Lina Belle has brought us different inspirations。Past，We often think that in order to create a good IP，A successful mascot and derivatives，There must be sufficient content support first，For example, literary works、movie、Anime, etc.。The prosperity of current trendy toys，Has a great impact on this traditional model。Some toys that are completely unsupported by film, television and literary works，quickly became popular due to breakthroughs in design and catering to young people’s aesthetics。Lina Belle (including the previous Stellar) belongs to the latter。

Lina Belle’s success，Perhaps it will fundamentally change the production method of cultural and creative derivatives in theme parks around the world。In the future, more and more trendy toys and design brands will enter theme parks and scenic spots。

Sunac’s paradise that does not charge tickets，The Happy Coast of OCT，CITY WALK at Universal Studios Beijing，They are all commercial complexes with strong theme park colors。And the future，It’s completely conceivable，Paid theme parks and scenic spots will also present a richer consumer format。It all depends on the operator’s imagination，Depends on the operator’s ability to connect with external resources and insight into consumers, especially young consumers。If one day Bubble Mart、TOPTOY、Zhong Xuegao、Hitea、The color of tea is pleasing to the eye、Mixue Bingcheng and others entered a tolled scenic spot with a high flow of people，You don’t have to be surprised at all，Because times have changed，Shopping and shopping are already combined。

The future is an era of data management，Consumer management will become the most important task for the management of theme parks and scenic spots。How to convert people flow into money flow，is the focus of the next step。

Experienced corporate media survival、Enterprise entertainment survival，We are seeing a new trend，It is the cultural tourism survival of enterprises。

at“Everything is cultural tourism，Cultural tourism empowers everything”In the context of the times，Embracing cultural tourism has become an important way for many companies to shift gears and speed up。We see，Shopping malls are becoming culturally and tourism-oriented，A number of well-known commercial tourist attractions have emerged，Such as Zhengjia Plaza in Guangzhou、There are mountains in Changchun；Bookstores in cultural tourism，Visiting bookstores is no longer limited to buying books，But experience a way of life，Russutaya Bookstore、Fangsuo Bookstore、Downing Bookstore、Zhong Shuge, etc.。These bookstores not only attract a large number of people，Also became many properties、Business、A powerful tool for rural construction projects。Building“Aesthetic Economy”Xiuwu County, Jiaozuo, Henan，Fangsuo has become a landmark project of rural aesthetics；Some industrial enterprises，such as Beijing Shougang、Qingdao Haier、Pearl River Beer、Develop cultural tourism on the basis of industry，Let the factory area become a scenic spot。Beijing Shougang is known as a classic case of transforming to a green economy；Internet 188bet sports betting app download companies that used to focus on online are also setting up offline experience stores，Like Tencent Video Good Times Light Experience Store、NetEase Cloud Music Rakushima Music Theme Coffee Shop, etc.，It is also a manifestation 188bet app of the cultural tourism survival of enterprises。

Specially worth mentioning，It is the cultural and tourism survival of real estate companies。Recently Disney announced their real estate project plans，Very exciting。The residential community business name is“Disney Story Life”，Disney Dreamers will partner with developers and homebuilders，Work together to develop a residential community full of the magic of the Disney brand。It can be seen from Disney’s plan，This real estate project fully inherits the Disney brand、Creative ability、Operational capabilities and values。It has an attractive theme like a theme park，Exquisite environmental atmosphere packaging，Fairytale-like creative and imaginative design and decoration，Rich and vivid community activities and services，Thrilling value proposition and brand influence，All this determines that Disney’s real estate will be sold out as soon as it is launched。

This action of Disney is of great reference for domestic real estate companies。The real estate industry must get out of the woods，We must first solve the problem of the product。After meeting the basic living functions，Real estate will provide people with spiritual residence in the future。Creating a spiritual residence，Industrialized products that require more imaginative design rather than simply copying；What we need is to live with friendly neighbors、Good community environment for identity recognition；What we need is a hyper-escapist artistic Second Life。

Aranya, located in Qinhuangdao, Hebei, is a real estate project that has attracted much attention in recent years。They create a complete value system for consumers。It consists of three levels，Product is the lowest level among them。On product，It is a complete set of lifestyle propositions and its supporting service system，More upwards，It is a complete set of value system and lifestyle。

From a material perspective，It is quality simplicity and controlled abundance；From a spiritual perspective，It advocates returning to the family，Return to nature，Return to tradition，Return to a spiritual and authentic life。Aranya successfully created a“Real Estate Culture and Tourism”’s business model，Other similar projects are still stuck at ";Cultural Tourism Real Estate”21736_21739。

Except Disney and Aranya，Eden Chunshanli、Anji Peach Blossom Spring、Anli in Lancheng County and Xile Valley in Qingyuan both show the trend of cultural tourism-based survival。

Every enterprise has a mission, vision and values，But not every company pays attention to mission, vision and values。“One year’s business depends on luck，Ten years of business depends on management，A century-old enterprise relies on culture”，It is not difficult to find out by studying the history of world business development，Those century-old companies，Put mission, vision and values ​​in a very important position。For cultural tourism enterprises，We need to pay more attention to mission, vision and values。Compared with other industries，The services provided by cultural tourism companies cover many aspects of food, accommodation, travel, entertainment and shopping，More contact points with consumers，Longer，Closer，Corporate culture is easier to perceive，Especially values。

The values ​​of Disney, the world’s number one cultural tourism brand, are “Pay close attention to consistency and detail；Through creativity、Dreams and bold imaginations continue to make progress；Strict control，Strive to keep Disney‘Magic’image”。We can easily feel the first two points from Disney’s products，The third point is that we can feel Disney’s "ldquo" from two crisis responses.;Magic”。

The first is the 311 earthquake in Japan in 2011，70,000 tourists stranded at Disneyland，Disney employees remain calm and maintain order，While doing our best to provide the best protection for tourists，Including distribution of dolls to protect the head、Distributing gift bags to protect against wind and rain、Give the candies and biscuits originally sold as souvenirs to tourists to satisfy their hunger，In the end, 70,000 people left safely；

Second, it was Halloween last year，Shanghai Disneyland due to epidemic prevention and control reasons，30,000 tourists need to undergo nucleic acid testing in the park，After a brief moment of uneasiness，Visitors quickly lined up in an orderly manner under the organization of the staff。The performances in the park have not been suspended because of this，The Halloween parade continues as usual，Princess Elsa’s singing voice remains the same，most“Magic”'s，There is nothing better than the fireworks show at night。Tourists said the experience was unforgettable: doing nucleic acid under the Disney Castle，This is a famous scene that millions of screenwriters cannot imagine。

Both crises were easily resolved，Turn crisis into opportunity，Disney's“Magic”Extraordinary。However“miracle”Won’t fall from the sky，Disney’s attitude toward change，From 180 disaster prevention simulation drills a year，This is the best interpretation of values。

Aranya’s values“Quality Simplicity，Restrained abundance”，Advocating reflection on materialism，Return to simplicity，Return 188bet Online Sports Betting and Casino to the heart，Attracted a large number of loyal fans。

Today when environmental pollution has become a global problem，Environmental protection has become a common value in society，Environmental protection has thus become the corporate value of many cultural tourism projects。The British Garden of Eden is a successful work that combines modern environmental protection concepts with traditional gardening experience，Not only attracts a large number of tourists，And become a British environmental education base；Naked Castle in Moganshan, Zhejiang，Won China’s first highest honor award in the construction industry with innovative and environmentally friendly technology—— LEED International Green Building Platinum Certification。This important qualification，Let Naked Castle be recognized by more people，Also demonstrates naked brand values，Hotels are often hard to find a room。

An excellent brand，Can be roughly divided into three stages of development: brand awareness、Brand loyalty、Brand worship。From brand awareness to brand loyalty，Can be achieved through excellent product quality；From brand loyalty to brand worship，relies on values-driven。

Values ​​are also something that companies should pay special attention to when building cultural tourism projects。Due to the immaturity of this industry，Standards of other industries such as social responsibility system (CSR) are rarely taken seriously by the cultural and tourism industry。In fact，Whether it’s animal protection、Value conflict、Discrimination against minority groups、Environmental protection and other issues may become troubles for cultural tourism projects，Need to pay special attention to product design。