On the 25th, the Dali Prefecture Bureau of Culture and Tourism issued a public announcement that it intends to give a subsidy of 2 million yuan to the major film and television TV series "To a Windy Place" in 2023. As soon as this news came out, it instantly appeared on the hot search, bringing people's thoughts back to the time node when "To a Windy Place" was broadcast at the beginning of this year.
"Going to a Windy Place" is a pastoral ** drama directed by Ding Ziguang and starring Liu Yifei and Li Xian. On September 6 this year, the drama won the Best TV Drama Award at the 18th Seoul International Television Festival. "People**" commented on this TV series: "The plot is not strong, the rhythm is not fast, there are not many reversals, and the style and taste are very light, but it has caused a wave of 'chasing the wind' among the audience, showing the special value of 'film and television + cultural tourism'." ”
Driven by "Going to a Windy Place", a "Dali fever" has been set off, and the beautiful scenery of Dali such as Shaxi Ancient Town, Xizhou Ancient Town, Haitongue Park, and Erhai Ecological Corridor in the play, intangible cultural heritage elements such as embroidery, wood carving, and tie-dyeing, as well as life elements such as traditional national costumes and flavor snacks have also been fully displayed, and even a ticket to Dali was once "hard to find".
Because of a drama, fall in love with a city. "In the era of mobile Internet, with the rapid spread of the Internet, this situation is more and more present in life.
When "Hurricane" was on the air, Jiangmen, Guangdong, where it was filmed, also changed from unpopular to "hot", and many netizens left a message while taking pictures in the Sijiu Market in Taishan City, Jiangmen, while leaving a message "The stronger the wind and waves, the more expensive the fish".
When "Hometown, Don't Come to Harm" was on the air, many netizens specially "flew" to come to Rong, and went to Xiaojiahe's "Qi Strings" and People's Park's "Blind Date Corner" to check in.
From chasing stars to chasing scenes, from chasing scenes to becoming people in the scene, people are "displaced" in the focus of film and television dramasThe demand for experience in tourist destinations is also constantly producing "new changes".
Today, whether it is at the ** level, the social level or the ordinary consumer level, we cannot ignore the influence of film and television IP on a city's tourism. More and more cities are also attaching great importance to the "real-life film and television IP" in the new exploration of cultural and tourism integration.
The "The Legend of Zhen Huan" Cultural Inheritance Experience Special Exhibition in Beijing's 798 Art District, the "Thirty Thousand Miles of Chang'an" Dream Seeking Immersive Art Exhibition in Xi'an Datang Sleepless City, and the "C&D Three-Body Immersive Art Exhibition" in the memory of Chengdu's eastern suburbs ......Let the scenes that can only be seen in movies and TV come to the side and enter real life.
Tourists are no longer passively ** in the scene, but through scene creation, space interaction, and emotional interaction, they become people in the play and participate in the whole process of the development of the plot of the film and television dramaLet the once "unreachable" film and television dramas really and realistically reappear in life.
This new cultural tourism model has broken the dullness of "sleeping in the car and getting off the bus to take pictures" when traveling, and has also broken the singleness of film and television drama cultural and creative products mainly focused on figures and souvenirs, and integrated cultural and tourism resources more diversely and efficiently, which not only meets the audience's pursuit of film and television content, but also brings more opportunities for the cultural tourism industry.
Tourism, in a sense, is a cultural experience. The new scenery that people see and feel are all the emotional values that people bring to people in the process of travel. The real-life film and television IP is essentially an "addition" to the tourism content in addition to the scenery and customs, so that tourists can change from spectators to participants and sharers, which not only prolongs the sustainable cycle of tourism resources, but also improves the sense of experience of tourists in the process of travel.
This new cultural tourism model not only meets people's new needs for cultural tourism consumption upgrading, expands the best channels of emotional value, but also provides a "big stage" for tourism destinations to display regional cultural characteristics in an all-round way, so that culture and tourism can achieve a "win-win" situation after full integration.
Chengdu ** Jinguan News Reporter Wu Yizheng According to Chengdu ** Gallery Xinhua News Agency Editor-in-charge He Qitie Editor Wang Qi.