1. tourism industry overview

The cultural and tourism industry refers to the organic combination of cultural resources and tourism resources with culture as the core, tourism as the carrier, integration as the means, and experience as the purpose to form a comprehensive industry with thematic, experiential and community characteristics. The cultural tourism industry covers cultural creativity, cultural heritage, cultural performances, cultural exhibitions, cultural education and other fields, including theme parks, museums, historical blocks, folk villages, film and television bases and other forms.

According to data from the Champ Consulting Group,2020Affected by the new crown epidemic, China's cultural and tourism industry has been severely impacted, the market size decreased year-on-year.28.8%, only1.9trillion yuan.2022In the year, with the improvement of the epidemic situation at home and abroad, China's cultural and tourism industry gradually regained its vitality, and the market size is expected to reach3.1Trillion yuan, year-on-year growth24%。2023In 2010, affected by major events such as the Winter Olympics, China's cultural and tourism industry will continue to maintain a high growth rate, and the market size is expected to reach3.8Trillion yuan, year-on-year growth22.6%。

Analysis of the characteristics of 2. tourism consumption

Shangpu Consulting conducted a questionnaire survey and in-depth interviews with cultural and tourism consumers across the country and found the following consumption characteristics:

1. Consumers' demand for cultural and tourism products is increasingly diversified and personalized.

Consumers are no longer satisfied with pure sightseeing or leisure travel, but hope to get more knowledge, emotion and value satisfaction in the process of tourism. Therefore, consumers pay more attention to the theme, experience and community of cultural tourism products, and are more inclined to choose cultural tourism products that are compatible with their hobbies, lifestyles and values, such as animation theme parks, cultural blocks, and folk villages. Wait.

2. Consumers' requirements for the quality of cultural tourism products are increasing day by day.

Consumers not only pay attention to the price of cultural tourism products, but also pay more attention to the quality of cultural tourism products, including cultural connotation, service level, facilities and equipment, environmental sanitation and so on. Therefore, consumers are more inclined to choose cultural and tourism products with brand protection, professional certification and word-of-mouth recommend, such as Disneyland, the Palace Museum, Datang City that never sleeps and so on.

3. Consumers' access to cultural and tourism products is becoming more and more convenient and intelligent.

Consumers are no longer limited to traditional offline purchases or reservations, but are more inclined to use Internet platforms and mobile devices to make online purchases or reservations, such as through.OTAPlatform, social media, short video and other channels to obtain information and services of cultural travel products. At the same time, consumers are more inclined to use modern technology, such as virtual reality, augmented reality, artificial intelligence and other technologies, to carry out online or offline cultural travel experience, such as throughVRGlasses,ARguided tour,AITools such as tour guides for virtual tours or interactive games.

Analysis on the Competition Pattern of 3. Culture and Tourism

Shangpu Consulting conducted market research and competition analysis on cultural and tourism enterprises across the country, and found the following aspects of the competitive landscape:

1, the cultural tourism industry competition is fierce, the market concentration is low.

At present, many participants have emerged in China's cultural tourism industry, including state-owned enterprises, private enterprises, foreign-funded enterprises and other different types of subjects, covering projects of various sizes and forms, forming a diversified and fragmented market pattern. According to data from the Champ Consulting Group,2023The top ten enterprises in the Chinese tourism industry are: OCT Group (7.2%), Wangfujing (6.5%), Oriental Garden (5.8%), CYTS (5.1%), Xinhua Union (4.9%), revival of tourism culture (4.7%), same journey (4.3%), Huaqiang Fonte (3.8%), New Guomai (3.6%), Palm Shares (3.4%). These ten companies together occupy the market share.49.3%, the rest50.7%It is scattered among thousands of other companies.

2, the cultural and tourism industry competition mode diversification, innovation ability is constantly improving.

Facing the change of market demand and the improvement of consumer taste, cultural and tourism enterprises have adopted a variety of ways to improve their competitiveness and innovation ability. On the one hand, cultural and tourism enterprises have expanded their scale and influence through cross-border cooperation, resource integration, capital operation, etc., and formed a group of leading enterprises with strong strength and brand advantages. On the other hand, cultural tourism enterprises through the introduction of culturalIPUsing digital technology, creating scene experience and other ways to improve the quality of their products and services, forming a number of characteristic enterprises with strong innovation and differentiation advantages.

Analysis on the Development Trend of 4. Culture and Tourism

Shangpu Consulting's analysis of the macro environment, market demand, and technological changes in the cultural and tourism industry predicts the following development trends:

1. The cultural and tourism industry will further deepen the integration of culture and tourism, and form more colorful cultural and tourism products and services.

The cultural and tourism industry will continue to explore the intrinsic value and external performance of cultural resources and tourism resources, organically combine culture and tourism, and create cultural and tourism products and services with thematic, experiential and community characteristics to meet the different levels of consumers, Different needs of cultural tourism experience.

2. The cultural and tourism industry will further strengthen the construction of digitalization and intelligence, and improve the quality and efficiency of cultural and tourism products and services.

The tourism industry will make full use5G、大数据、区块链、人工智能等信息技术，实现文旅产品和服务的数字化创作、数字化传播、数字化交易、数字化管理等，提升文旅产品和服务的品质和效率，同时也为消费者提供更加便捷化和智能化的文旅体验。

3. The cultural and tourism industry will further expand international and diversified cooperation to enhance the influence and competitiveness of cultural and tourism products and services.

The cultural and tourism industry will actively participate in international exchanges and cooperation, introduce foreign high-quality cultural resources and tourism resources, export domestic excellent cultural products and tourism services, realize cultural exchanges and mutual learning, and promote the common development of the cultural and tourism industry. At the same time, the cultural and tourism industry will also strengthen cross-border cooperation with other industries to form a more diversified and comprehensive cultural and tourism industry chain, and enhance the added value and comprehensive benefits of the cultural and tourism industry.

五、文旅市场营销策略建议

根据上述对文旅行业的分析，针对新形势下的市场营销提出以下几点建议：

场景化营销：通过创造独特的场景，将文化IP和旅游资源巧妙地融合在一起，从而激发消费者的购买欲望。例如，通过打造各种主题景点、演艺表演、IP衍生品开发、虚拟现实技术等方式，让消费者在欣赏文化IP的同时，也能感受到浓厚的文化氛围和旅游体验。

数字化营销：通过运用数字技术，实现文旅产品和服务的数字化创作、传播、交易、管理等，从而提升消费者的体验品质和效率。例如，通过利用互联网平台、移动设备、社交媒体、短视频等渠道，进行线上购买或者预订、信息和服务的获取，通过利用虚拟现实、增强现实、人工智能等技术，进行线上或者线下的文旅体验。

社群化营销：通过建立和维护与消费者的社群关系，实现文旅产品和服务的社群推荐、社群互动、社群共享等，从而提升消费者的忠诚度和口碑。例如，通过利用微信、抖音、小红书等社交媒体平台，建立和维护与消费者的粉丝群体，进行文旅产品和服务的宣传、推广、评价、反馈等，通过利用线上或者线下的活动、游戏、竞赛等方式，增加与消费者的互动和沟通，形成良好的社群氛围。

品牌化营销：通过塑造和传播文旅产品和服务的品牌形象，实现文旅产品和服务的品牌认知、品牌信任、品牌偏好等，从而提升消费者的购买意愿和满意度。例如，通过制定和执行统一的品牌战略、品牌标识、品牌口号等方式，建立和强化文旅产品和服务的品牌特征和品牌优势，通过利用各种媒体渠道，进行品牌宣传、品牌故事、品牌公益等方式，传播文旅产品和服务的品牌价值和品牌情感。

Conclusion

文旅行业是一个充满活力和创新的产业，也是一个面临机遇和挑战的产业。在新形势下，文旅企业应该根据市场需求和竞争格局，制定适合自身特点和优势的市场营销策略，以期实现文旅产品和服务的高质量发展，为消费者提供更加优质和多样化的文化旅游体验。