During the Spring Festival of the Year of the Dragon, the cultural tourism market across the country continues to heat up. Following the explosion of "Erbin", cultural and tourism departments around the country are scrambling to come up with clever tricks, celebrities endorse their hometowns, Internet celebrities fancy marketing, and show their magic on new platforms such as short and live broadcasts, and comprehensively promote local beautiful scenery and cultural attractions. For a time, the fancy marketing of cultural tourism can be called the "involution" without gunsmoke, and the competent departments of culture and tourism in various places directly called "not slow" and "can't afford to lose". Under such circumstances, the CCTV Chinese Center of the main station took the initiative to attack and blaze a trail to launch a media integration action with the "Grand Gala", "In China! Play it this way! 》Turn "competition" into "sharing", and push China's "great beauty" and "common beauty" in the New Year to a new height in "happiness and harmony".
Promote "travel" with "culture" and release new energy of cultural self-confidence. Culture is the soul of tourism, and tourism is the carrier of culture. The beauty of natural scenery and the charm of humanistic stories are inexhaustible cultural potential energy from all over the world. In a very short period of time, "China Cultural Tourism Gala" has become a gathering place for traditional Chinese culture and regional culture, with various art forms such as folk songs, operas, storytelling, commenting, rapping, and dance, and the audience can appreciate the beauty of Chinese culture. Whether it is the more than 70 directors of culture and tourism who promote "small compositions" across the country, or the artists and ordinary people who participated in the live broadcast, their familiarity, narration and interpretation of their hometown are the most direct expression of historical and cultural self-confidence. It is the different cultural symbols and elements of various parts of China that not only shape the cultural image of various places and create a rich tourism experience, but also jointly build the overall landscape of the modern civilization of the Chinese nation, "let the world see the beautiful China". "China Cultural Tourism Gala" paints the beauty of China with the beauty of Chinese, which is the ancient sentiment of the Chinese people "the unity of family and country", and also the magnificent power of Chinese culture "still water and deep flow".
Replace "competition" with "linkage" to build a new scene of integrated communication. "China Cultural Tourism Gala" has attracted the participation of 140 cities across the country, it is not a "track" for the competition of cultural and tourism resources in various places, but a "platform" for all places to unite to "each is beautiful" and "the beauty of the beauty". This media integration action with the theme of "Cultural Tourism Festival" deeply "linked" the advantages of traditional creative production with the communication characteristics of the new one, and the radiation power of the characteristic short ** and the scene-based interpersonal communication of the live broadcast promoted each other, and achieved unprecedented results in reaching users. In addition to the live broadcast on CCTV4 and the new ** matrix account of "Far Home", the official account of **Civilization Office, Learning Power, Xinhua Daily Telegraph, Migu** and nearly 100 places** and cultural tourism platforms followed up the live broadcast, and the overseas TV "Charming China" IPTV, YouTube platform CCTV Chinese international account live broadcast simultaneously. The release of platforms such as the People's Client, the Guangming Client, the Ministry of Culture and Tourism's "Cultural Tourism China" Matrix, CCTV News Client, CMG Observation, Facebook Account, and Strait Feihong have jointly built a new communication scene that integrates domestic and international communications, and helped the "dual circulation" development pattern of China's cultural and tourism industry.
"Joy" guides "flow" to create a new format of cultural tourism consumption. Effective communication needs to grasp the "opportunity" of communication, "China Cultural Tourism Gala" in the whole country to welcome the Spring Festival, when thousands of families reunited, do not buy, do not shout, with "cheerful" and "interesting" content, naturally won super popularity. The heterogeneity, novelty and interest of the natural scenery, humanities and history of various places, and the rhythmic rap of the theme song "In China", make "fun" not only link tradition but also obtain "fashionable" characteristics, attracting the attention of young consumers. It should be pointed out that "China Cultural Tourism Gala" is a media integration action actively planned and implemented by the "Far Home" column group, which seems to have exploded overnight, but in essence, it benefits from its years of deep cultivation in the field of cultural tourism. Whether it is the resource scheduling and integration advantages of the brand column, or the excellent performance of the live broadcast of the location reporters, the success of "Far Home" to a new track once again shows the truth of "accumulation in daily life, hard work in ordinary times". For the cities participating in the live broadcast of integrated media, the popularity brought by "China Cultural Tourism Festival" can only be converted into long-term "retention" by doing a good job in follow-up articles on city management, cultural tourism products, and experience services.
How to play in China? "China Cultural Tourism Gala" has played a new energy, new scenes, and new formats of cultural and tourism integration and communication, inspired a new path of mainstream transformation and innovation, and explored the new form of "National Cultural Tourism Media Collaboration" with a leading trend. To fulfill the new cultural mission, the mainstream should take a step forward and take the initiative, strengthen the link with users with more innovative measures, deeply embed and help economic and social development, and show its best power in the process of Chinese-style modernization.
Gu Yaqi is a professor at the Chinese People's University and a researcher at the Capital Institute of Development and Strategy).