In today's tourist attractions, Wenchuang IP products have almost become standard, but some scenic spots design Wenchuang for Wenchuang, which does not match the cultural attributes of the scenic spots. Commodities are not like commodities, and culture is not like culture. For these scenic spots, the development of cultural and creative products has become a burden of spending money and losing money. So, what are the characteristics of a good scenic spot Wenchuang IP product? How to create tourism culture well?
Cultural story is the most important "IP" of cultural and creative products, which needs to be consistent with the attributes of the scenic spot itself and is an extension of the cultural core. Each scenic spot has its own unique cultural story, distinctive selling points and regional characteristics. Why tourists choose to visit your scenic spot is nothing more than several driving forces of demand.
1, to meet emotional needs (parent-child, romance, quiet rest);
2, meet the needs of friendship (party, league organization);
3. Meet business needs (forums, meetings, expansion);
4. Meet the needs of novelty (novelty, vanity).
But no matter what needs, we need unique cultural stories to pull, unique travel experiences to retain, friendly services and people-friendly prices to impress ... but only these, can the scenic spot really sit back and relax?
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With the improvement of social material living standards, modern tourism is accelerating its upgrading. In addition to experiencing the fun of traveling in scenic spots, tourists have an increasing demand for the cultural connotation and experience of scenic spots, and even become the biggest demand motivation for traveling.
Then, in addition to the current promotional materials, the most popular product that carries the biggest culture in the scenic spot is Wenchuang IP products. It is often thankless to push hard the publicity materials of scenic spots. A good Wenchuang IP product is different. It not only has accurate publicity and strong stickiness to tourists, but also can realize cultural benefits and enhance brand reputation.
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What are the characteristics of a good scenic spot Wenchuang IP product?
1, Wenchuang IP products should bring their own traffic to generate profits.
In the design process of Wenchuang products, we should not only be creative and elegant, but also understand the attributes and preferences of tourists in scenic spots, and also consider the sales volume of Wenchuang products after they are produced.
When the scenic spot cooperates with Wenchuang Design Company, it can adopt the mode of revenue sharing and risk taking. Letting the design company undertake the market part is helpful for designers of cultural and creative products to take into account the market demand while considering "creativity".
Wenchuang IP products are exclusive tourist souvenirs of scenic spots and unique products that are profitable in scenic spots. Therefore, an important feature of Wenchuang IP products is "bringing its own traffic and generating profits".
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2. Wenchuang IP products without cultural stories.
It is just a "very profitable" tourist commodity.
Cultural stories are the most important "IP" of cultural and creative products, which must be consistent with the attributes of the scenic spot itself and an extension of the cultural core. Visitors who buy their own cultural and creative products in the experience scenic spot can satisfy their sense of cultural belonging. Not only that, they can also take this kind of tourism fun home and share it with their relatives and friends through cultural and creative products.
It is hard to imagine how a cultural and creative product without a cultural story can make people want to buy it. If you have to buy it, it will only be a product with simple functional requirements. You can't guarantee the high quality of your products, so you will become "very profitable"
Therefore, another important feature of Wenchuang IP products is that there is a touching "IP" story behind each product, which is fascinating.
3. The idea of smiling is the focus of Wenchuang IP products.
One of the most important meanings of tourism is to make people feel happy. No matter how unique, creative and beautiful the design of Wenchuang IP products is, the most important thing is to have affinity and make people feel the urge to buy.
In the eyes of tourists, an excellent Wenchuang IP product not only has the practical functionality of the product, but also contains its spiritual, cultural and creative fashion appearance, which can bring convenience to people's lives and bring cultural identity and belonging.
Therefore, the design of scenic cultural and creative products has gradually become an important carrier of scenic marketing. Not only that, the important role of IP products in scenic spots also needs to create topics, and through the integration of culture and design creativity, word-of-mouth effect is formed.
At present, young people constitute the main force of online word-of-mouth communication. Tourism Wenchuang IP products perfectly match the pain points of young people's communication. The comprehensive cultural creation of the Forbidden City in recent years, especially the cultural creation products, not only brought the growth of product sales to the Forbidden City, but also formed a wave of topics among young people. It seems that the Forbidden City, which represents the tradition among tourists, has gained a new life and influenced a new generation in new ways.
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How to create tourism culture well
1. Multi-sector cooperation in the scenic spot forms a joint force.
In recent years, many scenic spots in China are trying to make creative products of tourism culture, but the effect is mostly loud thunder, little rain and no improvement. One of the reasons is that the creative products of tourism culture are simply summarized as a single department and a single design link.
The key to the development of creative products of tourism culture lies in the multi-sector cooperation of a scenic spot. From the perspective of a scenic spot, it is necessary to fully mobilize the financial resources, channels, sales, marketing, lots and other resources of the scenic spot in order to provide tourists with a three-dimensional sightseeing experience and emotional experience, so as to realize the realization and transformation of cultural and creative products.
2. Take tourists as the center and demand as the guide.
The situation of tourist shopping market is changing, and the consumer groups are also changing, while the tourist commodities in scenic spots remain unchanged; At present, 5A scenic spot mainly sells traditional handicrafts, which is far from the lifestyle of modern people. It is difficult for the main target groups after 80s and 90s to pay for similar old design forms. These goods can only be defined as tourist souvenirs, not real creative products of tourism culture.
Therefore, the development of tourism cultural creative products will eventually return to the potential needs of tourists. Only by skillfully combining demand with products and making practical cultural and creative products to meet what tourists have always wanted to buy but can't buy can they sell well.
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3. Build an exclusive brand image system.
There is no brand for creative products of tourism culture, and there is little room for product appreciation. A scenic spot must build a systematic brand of tourism cultural and creative products, promote the standardization and integrity of the market with the power of the brand, and provide tourists with official sales channels of tourism cultural and creative products in the scenic spot.
4. Cultural IP reshaping and incubation.
The importance of IP to the cultural industry is self-evident, and the development of creative products of scenic tourism culture also needs IP. Judging from the psychology of tourists' consumption, what they want most is often the goods with the most regional cultural characteristics in the scenic spot, but they can't buy them elsewhere. The more varieties and themes there are, the less distinctive they are. Therefore, the development of creative products of scenic tourism culture must return to the core cultural elements, which need to be widely recognized and differentiated, and then reshape the IP of scenic culture on this basis.
After IP remodeling, we will gradually develop a diversified content matrix with intellectual property rights. From the perspective of 5A scenic spots, a series of cultural and creative derivatives are developed by using their own IP elements, and at the same time, scenic products, scenic tour routes, brand remodeling and scenic accommodation are developed. In this way, the process from single to multiple can be realized, and IP can be truly implanted in all aspects of the scenic spot. Only the greater the spread of IP and the wider the contact with tourists will the value of IP gradually increase.
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5. Detonation around the core IP items in the scenic spot.
A good creative product of tourism culture must have the following characteristics: culture, story, interest, innovation and practicality. When the tourism cultural and creative products in scenic spots are launched, we should first plan to launch a series of explosive products or must-buy products around the IP content at the core of the scenic spots, and then slowly expand the product line of best-selling products according to market feedback, so that we can not only accumulate the design and management experience of independent products, but also reduce the cost risk brought by the rapid development of independent products. Form a cultural and creative product development model with cultural IP as the core, innovative single products detonating the market and horizontally extending the product line.
6. One-stop experience of theme space
The biggest difference between the sales of tourism cultural creative products and traditional retail lies in the characteristics of experiential shopping. Shop space in 5A scenic spot should pay attention to the integration of scenic spot culture and cultural and creative products, enhance tourists' spiritual experience, and emphasize tourists' experience and participation in the history, culture and life of the scenic spot, so that tourists can have a comprehensive understanding and identification with the scenic spot culture, and then improve the conversion rate of tourists' purchase of cultural and creative products.