Recently, Harbin, the new "top stream" of cultural tourism, has driven the fancy "involution" competition of cultural and tourism departments across the country, and film and television guests have been invited from all over the country to help, adding another fire to the integration of culture and tourism. Based on the unique geographical resource endowment, Changbai Mountain cleverly leverages popular IP to play a good cultural "combination card" and stands out in this cultural and tourism war.
The dream linkage of the Changbai Mountain Management Committee connecting the third uncle of the southern faction made the topic of the third uncle of the southern faction called the third uncle of the southern faction in Changbai Mountain, Jilin Province, and quickly rushed to the hot search of major social platforms. Born from the IP of the Southern Three Uncles series, the 12-meter-high "Genting Heavenly Palace" and the 7-meter-high "Bronze Gate" snow sculpture are the key story scenes in the original book, which integrates the natural scenery of Changbai Mountain with popular culture, which surprises tourists and readers who admire the check-in, promotes the continuous rise of ice and snow tourism, and successfully realizes the effective transformation of "IP traffic" to "tourist flow", and continues to gain economic development. This is only the beginning of the linkage between the Changbai Mountain Management Committee and IP, and more IP will be linked with Changbai Mountain in the future to contribute to the local economic development.
Polishing the local cultural identity, popularipAdd charm to Changbai Mountain
At present, it has become an important measure for the city to polish its own cultural symbols and enhance its attractiveness. Changbai Mountain joins hands with the IP side to actively seize the opportunity of cultural and tourism integration and lay out new tracks in advance. Since 2015, the two sides have actively promoted the implementation of the "August 17" Rice Festival, and it has not fallen every year. This activity originated from the ten-year covenant in the IP of the "Tomb Robbery Notes" series, in which Zhang Qiling entered the bronze gate on August 17, 2005, and returned from Changbai Mountain ten years later. This fan festival initiated by IP book fans "rice" and echoed by Changbai Mountain has achieved a good story because of each other's two-way running. In 2022, on the occasion of another "rice festival", the Changbai Mountain Rice Station will be officially opened to the public, and the recognizable spatial imagery and perceptible temperament in the original work will be concretely landed in the real world. Popular IP empowers the cultural image of the city, making Changbai Mountain, the "place of home" in the heart of "rice", more warm and valuable.
In view of the various controversies existing in the initial growth stage of Yu Tomb Robbery Notes, which is an online IP, the Changbai Mountain Management Committee organized the Youth League Committee to set up a special working group to actively and positively guide and promote the revision and republication of the IP, and successfully fed back the local positive energy into the IP, so as to achieve the mutual influence and mutual improvement of cultural integration.
Popular IPs have provided more creative space and imagination possibilities for the cultural tourism industry, and also inspired cities to continuously adapt to the trend of the times and broaden their marketing ideas. When the Harbin cultural tourism craze gradually became a "out of the circle" trend, Jilin Cultural Tourism used the popular characters in the series of works of the Southern School Three Uncles to publicize, combined the popular characters with the ice and snow landscape of Jilin, and launched a series of cultural tourism peripheral products, successfully bringing a tourism boom to Changbai Mountain.
This winter, in the commercial pedestrian street of Changbai Wanxiang, the rice station authorized by the IP party and integrating cultural landmarks, derivatives sales, and event hosting is crowded, all of which show the lasting vitality of popular network IPs. The all-round coupling of story content, character image and regional space has helped the majority of "rice" complete the immersive emotional experience from "watching movies" to "entering the play", and further strengthened the regional emotional identity of senior fans with Changbai Mountain.
In the live broadcast, the third uncle of the southern school shared his aesthetic experience of climbing Changbai Mountain for the first time in 2016 and taking a glimpse of the magnificent Tianchi under the clear sky. The vivid memories of the original author further strengthened the unique value of Changbai Mountain as an IP image symbol, helped Changbai Mountain to improve the quality and expansion of urban connotation construction, and built a more recognizable urban IP with regional recognition and crowd perception. Today, the magnificent and distant natural scenery of Changbai Mountain in the north has been closely integrated with the story written by the third uncle of the southern school. The mysterious charm of "melting and accumulating, endlessly" and the "ten-year covenant" have become one of the most attractive image "facets" engraved in the hearts of the public.
Link the emotional needs of the audience, and the new business format and new economy burst out with new vitality
How to convert the tourist flow brought by the IP fever into economic increment is the most concerned and urgent problem to be solved in the new track of cultural and tourism integration. With the continuous upgrading of consumer demand after the 90s and 00s, emotional value is becoming a key variable that dominates young people's cultural tourism consumption. Whoever can discover and tap consumers' psychological expectations and give enough emotional value will have the opportunity to take the lead in the cultural tourism track.
For more tourists attracted by online IP, it is the highest sincerity that the city can give to make the "unattainable" experience of reading and chasing dramas real and real in life, and to fill up the emotional value.
Changbai Mountain is deeply engaged in the content field, and meets the "big demand" of tourists looking for emotional resonance by building a "small scene" of humanistic and economic integration and symbiosis. The three-dimensional multi-sensory experience of "touchable, sensible, and reachable" gives cultural elements full emotional experience value, and accurately links popular IPs with tourists from afar. In the rice station, you can see IP peripheral cultural and creative products everywhere. Tourists from afar can find book lovers and confidants in other places with a "shoulder pat". A series of activities such as the "Rice Festival" and the "Revisiting Genting Heavenly Palace" stamp collection and check-in have transformed the virtual cultural scene into a window for the implementation of the humanistic economy, giving birth to new momentum for economic development. On January 26, the "Changbai Mountain One Machine Tour" mini program launched CityWalk "Take you to check in tomb robbery notes, landmarks, and open surprise blind boxes", which closely combines the spatial scene shaped by IP with the new ways for young people to explore the world and obtain emotional value, further enriching the travel experience of tourists.
Practice has proved that popular IP is a rich mine that nourishes urban IP, and the trend of "everyone spreads" in the new era makes every ordinary person possible to become the creator and promoter of the humanistic economy. In recent years, the relevant enterprises of the Changbai Mountain Management Committee have cooperated deeply with the IP side, actively operated the Changbai Mountain Rice Station, Douyin Mountain Residence Gossip and other advanced matrices, and comprehensively promoted the Bronze Gate Snow Sculpture and the "Genting Tiangong" Snow Sculpture under construction and other phenomenal point scenes in social networking. The appointment with the rice people in the next ten years mentioned by the third uncle of Nanpai in the live broadcast more accurately meets the psychological expectations of the audience, so that the urban cultural IP "dominates the screen" in a short period of time, and finally produces the "carnival effect" of online and offline resonance of the whole people, and completes the travel planting of the majority of audiences. At present, the Changbai Mountain Management Committee and IP Fang are actively preparing for another "ten-year appointment" in 2025, and the third uncle of the southern faction has also agreed to meet together in Changbai Mountain with the "rice".
The cultural tourism boom in Changbai Mountain lies in its leveraging of popular IP, realizing the landing from cultural concepts to cultural products, and successfully poking at the "pain points" of young tourists' consumption, and then transforming popular IP into new traffic and new kinetic energy. It is believed that under the nourishment of IP stories and emotions, urban IPs with more regional recognition and crowd perception will inject a steady stream of power into the vigorous development of the cultural tourism industry in more places and achieve new local quality productivity.