In recent years, a large number of variety shows have walked out of the studio, come to the vast land of mountains and rivers, and step into the streets full of fireworks, inviting the audience to taste history and culture and social life together during the journey. These "culture + tourism" programs show the beautiful life of cities and villages in an innovative way, leading a wave of travel craze of "follow the program to check in". Recently, programs such as "Why Not Candle Tour", "Ten Thousand Scrolls of Elegance" and "A Thousand Years of Food" have been broadcast, once again vividly showing the scene of two-way travel between culture and tourism. Variety shows are becoming a new path for the integration of culture and tourism.
Immersive experience activates new momentum for the development of cultural tourism
With the deepening of the integration of culture and tourism in recent years, cultural variety shows pay more and more attention to the close combination of cultural and tourism elements, enhance the audience's sense of experience, and present beautiful China in multiple dimensions with a down-to-earth and popular simple lens, showing the rich cultural heritage.
Different from simple tourism check-ins, cultural and tourism programs present regional characteristics in a diversified, full-bodied and specific way through the experience and exploration of guests. From the perspective of the guests, the Fuzhou chapter of "Why Not Candle Tour" visits the Minjiang River, Shangxiahang, Sanfang and Seven Alleys, and Jinshan Temple, perceiving Fuzhou through various scenes, characters and dimensions, and exploring the new cultural appearance and unique charm of the ancient capital Fuzhou. "Ten Thousand Scrolls" brings "Ten Thousand Books" into the "Ten Thousand Miles Road", and the guests of the study tour immersively experience the customs and elegance of Wei and Jin celebrities in Shaoxing from the aspects of clothing, food, housing and transportation. "Must Come" allows guests to go deep into the dense forests of the Daxing'an Mountains and live with the local reindeer tribe, so as to understand the history and culture of the Evenki people.
These programs vividly present the culture that was originally far away in the world, or the history that has been obsolete, in front of the audience, which not only stimulates the interest of the public, but also promotes the local cultural and tourism resources.
Innovative expression opens a window for the cultural tourism industry
While the themes and content are constantly enriched, the form of cultural and tourism variety shows is also seeking innovation, deeply cultivating new cultural expression scenes, and opening up the audience's beautiful imagination of the city and countryside from multiple perspectives such as spiritual connection, emotional experience, and aesthetic atmosphere, so that the content ecology can release more powerful social value and empower the cultural tourism industry.
"Why not Candle Tour" cuts from the perspective of night travel, follows the footsteps of different people to the streets of different cities, and comprehensively shows the people and history in each city, as well as the characteristics and emotional expressions revealed by life. The program innovates a new mode of late-night humanistic roaming documentary images, focusing on the stories behind every vivid character in the city. "Macao Twin Routes" takes food as the starting point and expands people's imagination of Macao. Leng Li, secretary-general and researcher of the World Media Research Center of the Chinese Academy of Social Sciences, believes that "these programs show different lifestyles based on regions, expand the audience's beautiful imagination of the city, and open an interesting window for the local cultural and tourism industry." ”
A Bite of the Country records a variety of rural activities and delicacies, vividly interpreting the beautiful life of the countryside in the new era. The simple and comfortable rural journey arouses people's yearning for rural life, and contributes to the superposition effect of culture, tourism and all-in-the-other.
Huang Dianlin, deputy director of the International Communication Research Center of Communication University of China, said: "Compared with other types of variety shows, which have high-intensity competition links and character conflicts, cultural and tourism variety shows are good at bringing the audience a richer travel experience and deeper emotional satisfaction through the exploration of natural landscapes, characteristic cultures, and customs. ”
The influence of variety shows promotes local "out of the circle".
In the context of "using culture to shape the brigade and promoting the culture with the brigade", the influence of cultural tourism variety shows is expanding day by day. Driven by the program, many places have become popular "out of the circle", and the connotation of tourism development has been continuously enriched, helping to meet the people's growing needs for a better life.
After the broadcast of the Fujian chapter of "China in Intangible Cultural Heritage", the number of tourists received by Hanjiang District, Putian City, Fujian Province has achieved a "phenomenal" jump, an increase of 452 compared with the same period in 202292%。After the hit of "Let's Farm the Land", Sandun Town, Xihu District, Hangzhou City, built a high-tech agricultural demonstration base, a characteristic intangible cultural heritage theme homestay, and a high-end agricultural brand field live broadcast room, and other "agriculture + culture + tourism" projects, and found new ideas for development.
The effect of cultural tourism programs in stimulating the construction of the local tourism industry is obvious to all, and its energy in the field of cultural promotion should not be underestimated. "A Thousand Years of Food" showcases the unique charm and cultural heritage behind the cuisine of various parts of China, and stimulates the audience's cultural self-confidence. "China in Intangible Cultural Heritage" drives the benign interaction of cultural tourism, intangible cultural heritage, and **, and makes many intangible cultural heritage blocks pay attention to tourists. In the view of Zhang Yanli, executive deputy director of the New Perspective Center of Radio and Television, "cultural and tourism programs not only gather popularity for filming locations, but also realize the ingenious connection between culture and life in the search, and find an effective way to inherit the excellent traditional Chinese culture and strengthen cultural self-confidence." ”
* Bright** Reporter Niu Mengdi Correspondent Lu Zhuohang).