音乐节如何“唤醒”暑期文旅市场？

Core Viewpoint - The summer entertainment market in China is experiencing a significant boom, driven by the younger generation's travel and participation in music festivals and concerts, which are enhancing the cultural tourism economy [1][3][5] Group 1: Market Trends - The audience aged 18-24 accounts for 36.2% of attendees at large music festivals, indicating a strong interest from students during their summer vacations [3] - The shift from "resource-driven" to "emotion-driven" tourism highlights the importance of transforming cultural elements into perceivable emotional symbols to combat industry homogenization [5] Group 2: Consumer Experience - Music festivals provide immersive experiences that resonate with young consumers, who seek emotional value and unique cultural interactions beyond traditional tourist attractions [3][5] - Events like the Shanghai Spring Music Festival and the integration of local cultural elements into music festivals enhance consumer engagement and create new consumption experiences [3][5] Group 3: Economic Impact - Major concerts, such as Jay Chou's in Nanning, attracted 140,000 attendees and generated local consumption of 1.263 billion yuan, showcasing the multiplier effect of cultural consumption [5] - The integration of concert tickets with local tourism discounts and shopping incentives in places like Hainan and Xiamen reflects a growing trend of combining entertainment with broader economic benefits [5]