During the Spring Festival, Linyi Langya Ancient City attracted a lot of foreign tourists to come to the festival, as of the fifth night of the first month, Langya Ancient City passenger flow exceeded 150,000, the large-scale scene indoor performance show "National Show Langya" is scheduled to be hot, rave reviews. I was also attracted by the check-in and photo of the circle of friends, and I went to experience it, which is indeed very distinctive, and it can be said that Langya Ancient City has successfully created one of the best cultural IPs in Shandong at present. Next, I will analyze from a commercial perspective why the ancient city of Langya can explode out of the circle during the Spring Festival.
Building a core competency: immersive travel experiences.
Langya Ancient City builds tourism products around the new model of "large-scale indoor tourism and performing arts + three-dimensional immersive block + N", which emphasizes the combination of in-depth historical and cultural experience and modern entertainment and leisure. Visitors will not only be able to tour the antique buildings, but will also be able to participate in immersive performances throughout the day, such as the costume hall and interactive theater, which greatly enhances the sense of participation and emotional connection of visitors, making them feel as if they have traveled back in time and experienced history. The commendable thing is the large-scale scene indoor performance show "National Show Langya", whether it is the design of the plot or the stage lighting, the actors' performances are very good. It is a feast for the senses of sight, sensation and sound. To say a few impressive points, the electronic screen on the stage will have a realistic picture and the actors on the stage will cooperate seamlessly and vividly; Some performances will appear in the middle of the audience or in the sky, so that the audience has an immersive experience; There are Wia acrobatics and real animals, as well as a real body feeling similar to spray. All these make the audience feel that they are experiencing history and integrating into history.
Enhance social interaction with visitors.
During the Spring Festival, Langya Ancient City planned various interactive experience projects, encouraged tourists to share their travel experiences on social **, and used hashtags such as national style and ancient rhyme and Spring Festival to spread and realize online and offline linkage, thereby arousing public attention and discussion, and further expanding the brand influence. I have a lot of friends in my circle of friends who check in and take pictures, and I am attracted to them.
Do a good job in service details: provide free hot water and dumplings and other humanized services.
The Spring Festival is an important traditional festival in China, and the ancient city of Langya is well aware of this, providing free hot water, glutinous rice balls and other intimate services with festival characteristics at this node, which not only reflects the respect for traditional cultural customs, but also conveys the warm care of home. Such service details not only improve the satisfaction of tourists, but also help to create a good brand image, so that tourists feel the value for money service quality and humanistic care, which can be transformed into word-of-mouth promotion and repeat consumption motivation.
State-owned enterprises hold private enterprises**.
Langya Ancient City adopts a new model of cultural tourism development controlled by state-owned enterprises and private enterprises, giving full play to the basic advantages of state-owned enterprises and the innovative advantages of private enterprises. The background of state-owned enterprises has provided stable financial support and policy support for Langya Ancient City, while the flexibility and market acumen of private enterprises have injected new vitality into the operation and management of Langya Ancient City. The details of the buildings and props are realistic, and the performances of the actors** are a good embodiment of the above advantages. This combination of advantages enables Langya Ancient City to keep up with market trends and continue to innovate and progress while maintaining its traditional cultural heritage.
Keep up with the trend and step on the tuyere.
Creating immersive cultural IP is the trend of the cultural tourism industry in various places in the future, which can not only drive local employment and the development of the local cultural tourism industry, but also revitalize the local economy and increase local income.
In the near future, immersive tourism will be popular all over the country, and at present, 24 projects, including Nishan Holy Land, Only Henan, and Chang'an Twelve Hours, have been included in the pilot list officially announced by the Ministry of Culture and Tourism. The success of Langya Ancient City can be said to be keeping up with the trend and stepping on the outlet.
To sum up, the reason for the popularity of the Spring Festival in Langya Ancient City lies in its successful combination of immersive tourism experience, social interaction, meticulous service and flexible and healthy management model to create a very attractive cultural tourism destination, which meets the needs of today's consumers for personalized, high-quality and experiential consumption, and then realizes the rapid increase of "out of the circle" and market popularity. This trip to the ancient city of Langya in Linyi is not in vain