央广网评｜文旅IP热力涌动 激发“双节”服务消费新增量

Core Viewpoint - The upcoming National Day and Mid-Autumn Festival holidays are prompting various regions to launch a series of cultural tourism activities, enhancing local tourism brands and providing diverse travel options for visitors [1][2]. Group 1: Cultural Tourism IP - Cultural tourism IP serves as a concentrated carrier of core value in the cultural tourism industry, characterized by unique identification and emotional resonance, which can be commercially developed into tourism products, experiences, or services [1]. - Key themes identified in various cultural tourism IPs include "linkage, characteristics, scenarios, and experiences" [1]. Group 2: Regional Integration and Collaborative Activities - In the context of regional integration, cross-regional cultural tourism IP is becoming a crucial driver for consumption, as seen in the Beijing-Tianjin-Hebei region, which has launched a series of collaborative tourism activities [2]. - The "Happy Travel Beijing-Tianjin-Hebei" initiative integrates historical culture, natural scenery, and folk experiences to create a compelling consumption environment for tourists during the holidays [2]. Group 3: Local Cultural Exploration - Many local cultural tourism IPs focus on uncovering local cultural essence and unique charm, exemplified by the "Beautiful China Singing Tour" music festival in Handan, Hebei, which combines local intangible cultural heritage and cuisine [5]. - The festival offers a "music festival + in-depth experience tour" package, effectively activating local tourism resources and stimulating service consumption [5]. Group 4: Diverse and Innovative Offerings - The cultural tourism IPs during the holidays exhibit characteristics of "diversified layout and scenario penetration," connecting various activities and enhancing the overall consumer experience [5]. - Innovations include combining Mid-Autumn moon appreciation with intangible cultural heritage performances, and creating family-oriented educational tourism experiences [5]. Group 5: Consumption Upgrade and Service Potential - The surge in cultural tourism IP reflects a deep understanding of the consumption upgrade trend and the potential for service consumption, as consumer demands shift from mere availability to quality and uniqueness [6]. - A series of consumption-promoting actions are being implemented to stimulate new service consumption, injecting fresh momentum into the consumption engine [6].