The cultural and tourism industry begins to embrace the “Metaverse” and open a new era of “immersive real-life experience”

During this time, probably everyone felt the shock wave coming from the Metaverse. This futuristic term has entered the real world from the sci-fi world all the way to breaking the circle in 2021 and has become the darling of the technology, investment and media circles. All walks of life have entered this digital event.

At the moment when the new crown epidemic casts a shadow on the cultural tourism industry, the cultural tourism industry smells an opportunity in the Metaverse boom. From the perspective of the tourism industry, this is a multi-dimensional experience, and it is a port for breakthroughs in the upgrade from the Internet era to the Internet of Things era. The cultural tourism industry hopes to embrace the Metaverse, thereby opening up a new space for cultural tourism consumption. And how to use the Metaverse to empower the cultural tourism industry has also become a hot topic at present.

Cultural tourism experience will enter the era of “Metaverse”

The integration of the Metaverse and the tourism industry has a natural affinity, such as the virtuality of tourist scenery, scenes, and props, as well as the interactive participation of tourists, immersive experience, etc. These have certain incentives for improving the experience of tourism products. effect.

Before the concept of Metaverse became a hot topic, the digitalization, virtual reality technology and immersive experience it covered have been applied to a certain extent in tourist attractions, and also brought some economic and social effects. This may be the reason why the tourism industry is enthusiastic about the concept of Metaverse. root cause.

The virtual space and immersive experience built by Metaverse coincide with the current development direction of the cultural tourism industry. With the continuous development of science and technology such as 5G, artificial intelligence, AR, and VR, the digital transformation of the cultural tourism industry is a The general trend, and the arrival of the epidemic has accelerated the pace of transformation. Cloud tourism and cloud exhibitions have become a trend. Scenic spots, museums and other places have also launched immersive performances, immersive exhibitions and other projects. Metaverse can be regarded as a cultural tourism industry. A further extension of digital transformation.

The cultural and tourism industry begins to embrace the "Metaverse" and open a new era of "immersive real-life experience"

The picture comes from the Internet

The properties and attributes of the Metaverse may subvert people’s perception of traditional culture and tourism. With the development and improvement of various technologies and infrastructure in the Metaverse, online and offline will be completely connected. At that time, the digital world where virtual and reality are integrated and parallel to each other will become the “second space for human beings”, and the real life of human beings will begin to migrate to this space on a large scale.

Based on this, “Cultural Tourism Metaverse” will break through the limitations of traditional tourism “time” and “space”, and obtain a more immersive, technological and compensatory experience. For example, in the “Second Space” constructed by “Cultural Travel Metaverse”, people’s travel will no longer be affected by factors such as weather, venue, traffic, etc., and they can travel around the world in an instant “displacement” without leaving home. It also avoids crowded people and long-distance fatigue; one-click can realize the flow of time, travel back to ancient Chang’an City to experience the prosperous Tang Dynasty, and appreciate the cultural charm of different eras.

The “immersive experience” brought to users by “Cultural Travel Metaverse” is by no means simply staying at the physical level such as some text, pictures, sound and light, nor is it browsing website videos or VR-style stand-alone operations, it is more a psychological In the field of science and spirituality, the “digital cultural tourism space” built, reconstructed and even created with new digital infrastructure will highlight the empathy in the user experience process, high-speed, low-latency network connection and unique economic and Cultural symbols will allow users to have a high sense of participation and a more authentic social experience.

In addition, the in-depth development of the Metaverse will likely reshape the model and form of the cultural tourism industry. In the Metaverse, “human” is still the most important subject. The deep integration of digital space and physical space allows people to simulate, perceive and experience the real world in a different way, stimulate the cultural tourism industry to speed up the digital transformation, upgrade the digital cultural tourism ecological chain, and form a new cultural tourism industry form of “Metaverse+” .

In general, the Metaverse will surpass previous experiences in terms of “virtuality”, “immersion” and “connectivity”, redefining and changing the existing consumption habits of consumers.

“Metaverse” landed in China’s tourism industry

Affected by the epidemic, Metaverse has extended a broader space for the development of the tourism industry. Therefore, many cultural tourism scenic spots and theme parks in China have begun to explore Metaverse.

In December 2021, the first Metaverse theme park in China developed by Shenzhen Fairy Tale Dad Cultural Tourism Technology Co., Ltd. will land in Shenzhen Guangming Town. The project plans to invest a total of 7.5 billion yuan in three years, leading the IP “The Little Prince of Adventure” into the Metaverse era.

It is understood that the Little Prince of Adventure Metaverse Theme Park is based on the original theme image and story of “The Little Prince of Adventure” to create differentiation. The amusement equipment in the park combines the current advanced AR, VR and holographic projection technologies to enhance interactivity and experience. sense, allowing children to play, learn and grow in an immersive and authentic experience. The park is expected to officially open to the public at the end of 2022.

In addition, there are many cultural tourism scenic spots and theme parks that have opened the exploration of the Metaverse.

The cultural and tourism industry begins to embrace the "Metaverse" and open a new era of "immersive real-life experience"

The picture comes from the Internet

On November 18, 2021, the Zhangjiajie Metaverse Research and Integration Development Seminar and the opening ceremony of the Zhangjiajie Metaverse Research Center were held at the Wujiayu Ticket Station of the Big Data Center in Wulingyuan District. Zhangjiajie has since become the first scenic spot in the country to set up a Metaverse Research Center. Zhangjiajie Metaverse Research Center is set up in the office of the leading group for the digital transformation of high-quality tourism development in Wulingyuan District, Zhangjiajie City. “Metaverse Research” will become an important research content in the digital transformation of Wulingyuan District.

Datang Never Sleeping City, which has just been included in the “National Tourism Science and Technology Demonstration Park Pilot List”, announced with a high profile that it will build a historical and cultural Metaverse project. In addition, “Datang Kaiyuan”, the world’s first Metaverse project based on the historical and cultural background of the Tang Dynasty, jointly created by Datang Evernight City, a subsidiary of Qujiang Cultural Tourism, and Taiyi Group, is like a tool leading to a digital “virtual world” , no matter where you are, you can visit and entertain in “Datang Never Sleeps City”.

During the day, the Datang City that never sleeps is a tourist attraction and a space for leisure and shopping, but at night, with the technology of sound and light, it transforms into a time-space tunnel, immersing tourists in the prosperous Tang Dynasty. Datang Never Sleeping City also takes tourists through live broadcasts to “tour” the surrounding supermarkets and museums without leaving home.

Haichang Ocean Park is cooperating with Soul App to create the theme event of “Undersea Fantasy Halloween – Opening the Young Social Metaverse” as the first step in its exploration of the Metaverse. The event will win the park tickets by sharing the Halloween Fear Planet test, use AR stickers to take funny photos to obtain the admission qualification of the “Halloween Soul Party”, and the creative gameplay of online and offline linkage such as the surprise interaction of the blind box cable car in the park, etc., to realize the real and virtual. Goulian brings an immersive and scene-based new social experience to the younger generation. It is understood that 48 hours after the event was launched, more than 140,000 young users actively participated in the interaction, and the exposure exceeded 100 million.

As a leading enterprise in the field of deep integration of culture and technology in Guangdong Province, in September this year, it proposed the brand matrix of the C-end product “404 Metaverse”, and the entertainment and cultural complex with cyberpunk as the main body. The symbolic elements with visual impact are expressed in the way of fusion of science and art, and include many classic sci-fi IP content of novels, movies and games in recent years, and integrate them into the creation of cultural tourism scenes.

Time Travel Immersion Cinema is one of the signature formats of the “404 Metaverse” brand layout, which is well received by the audience. It uses cutting-edge technologies such as 5G+, naked-eye 3D, and mechanical motion, combined with refined content production, to achieve an immersive full-sensory stimulation and experience of real somatosensory, touch, smell, hearing and vision, allowing audiences to travel through time and space on a special train for time and space travel. , integrate into the role, forget yourself, experience the landslide, the vicissitudes of life, the transformation of the stars, the grandeur and shock, surprise and excitement of ancient and modern civilization, and become a trendy cultural tourism experience point of cooperation destination.

The possible layout of “Metaverse” in the cultural tourism industry

There is no doubt that the Metaverse holds great promise for the future. For the cultural tourism industry, Metaverse is a medium that breaks the concept of time and space in tourism, and is more like a virtual experience place for theme culture. product. On the other hand, more unexpected works will be inspired and derived to meet the diverse needs of customers.

With the development of technology and the popularization and perfection of the concept of the Metaverse, in addition to the immersive experience that tourists are easy to leave an impression on, it will also be a Metaverse to make the transportation, accommodation, catering, tickets and other platforms of cultural tourism more personalized, optimized and integrated. important manifestation.

Since the beginning of the year, the domestic tourism industry has successively set off a market consumption boom in the “blind box economy” and “script killing economy”, and major tourist attractions have also begun to try to upgrade the immersive and traveling experience in the field of real-world interpretation. A number of cultural and tourism projects represented by “See Henan Again” in Henan, “Blind Ticket Box” in Tongcheng Travel, and “Nanjing Happy Events” in Nanjing have been well received by the consumer market. All of these can be used as an upgrade blueprint for the implementation of the future tourism industry in the Chaoyuan universe.

At the same time, any behavior related to experience or purchase can be associated with the Metaverse, such as allowing travelers to see the room in advance or check the sheets. Even people who are really on vacation may go to the Metaverse to solve customer service problems. meal, purchase an upsell destination experience product, or complain to the manager.

An important change that the travel industry could also face is the impact of the Metaverse on the employee experience. If in the Metaverse, employees could meet together remotely and do things in the real world, like preparing meals with robots and taking travelers to museums with holograms, hotels could hire New Zealanders to manage a New York hotel.

From a travel perspective, the Metaverse allows people stuck at home in the post-pandemic era to experience world-famous attractions at home. That’s not enough, though, and most tours in the Metaverse are static and pre-customized “single-player” experiences.

In the future Metaverse, travel can support multiple people to experience together, and several friends can visit a certain scenic spot together through the virtual world presented remotely. It doesn’t matter where you travel, what matters is who you enter the Metaverse with, that’s the only thing you need to consider.

In the context of today’s era, whether it is hotels, scenic spots, film and television bases, ancient towns or cruise ships, this model of immersive experience based on the existing spatial form of the project opens up new ideas for the operation of cultural and tourism scenes. The Metaverse will break the limitations of time and space, greatly enhancing the fun and immersion of tourist scenic spots around the world, and people can experience the beauty of various places without crowding in crowded scenic spots.

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