In recent years, a large number of variety shows have left the studio, traveled to the vast mountains and rivers, and stepped into the smoky alleys and streets, inviting the audience to taste history and culture and explore social life during the journey. These "culture + tourism

In recent years, a large number of variety shows have left the studio, traveled to the vast mountains and rivers, and stepped into the smoky alleys and streets, inviting the audience to taste history and culture and explore social life during the journey. These "culture + tourism" programs show the beautiful life in cities and rural areas in innovative ways, leading a wave of travel craze that "follows the program to check in". Recently, programs such as "Why Not Travel by Candle", "Wanjuan Fengya Collection" and "A Thousand Years of Meals" have been broadcast, once again vividly showing the two-way flow of culture and tourism. Variety shows are becoming a new way to integrate culture and tourism.

Immersive experience activates new momentum for cultural tourism development

With the deepening of the integration of culture and tourism in recent years, cultural variety shows have paid more and more attention to the close combination of cultural and tourism elements, enhancing the audience's sense of experience, and using a simple and down-to-earth atmosphere to gather popularity. The lens presents the beautiful China in multiple dimensions and shows the rich cultural heritage.

is different from simple travel check-ins. Cultural and tourism programs present regional characteristics in a diverse, full and concrete way through the guests' experience and exploration. The Fuzhou chapter of "Why Not Travel by Candle" is cut from the perspective of guests, visiting the Minjiang River, Shangxiahang, Three Lanes and Seven Alleys, and Jinshan Temple, perceiving Fuzhou through various scenes, characters and dimensions, and exploring the new cultural look and unique charm of the ancient capital Fuzhou. . "Wanjuan Fengya Collection" brings "Wanjuan Shu" into the "Wanli Road", allowing the study tour guests to immerse themselves in the customs and elegance of Wei and Jin Dynasty celebrities in terms of clothing, food, housing and transportation in Shaoxing. " must come " allows guests to go deep into the dense forests of the Greater Khingan Mountains and live with the local reindeer tribe to understand the history and culture of the Ewenki people.

These programs bring cultures that were originally far away or history that has become obsolete to the audience, which not only stimulates the public's interest, but also promotes local cultural and tourism resources.

Innovative expression opens a window for the cultural tourism industry

While the themes and content are constantly enriched, the form of cultural and tourism variety shows is also seeking innovation, and deeply exploring new cultural expression scenes, from spiritual connection, emotional experience, aesthetic atmosphere, etc. The perspective opens up the audience's beautiful imagination of cities and villages, allowing the content ecology to release more powerful social value and empower the cultural tourism industry.

"Why Not Travel by Candle" starts from the perspective of night travel, following the footsteps of different people to the streets of different cities, comprehensively showing the people and history of each city, as well as the characteristics and emotional expressions revealed in life. The program innovates a new model of late-night humanistic roaming documentary images, focusing on the stories behind every living person in the city. "Macau Double Line" uses food as the entry point to expand people's imagination of Macau. Leng Song, secretary-general and researcher of the World Media Research Center of the Chinese Academy of Social Sciences, believes, “These programs use regions as carriers to show different lifestyles, expand the audience’s beautiful imagination of the city, and open an exciting door for the local cultural tourism industry. A window of interest."

" A Bite of the Country " records colorful rural activities and various delicacies, vividly interpreting the beautiful life in the countryside in the new era. The simple and pleasant journey of exploring the countryside has aroused people's yearning for rural life and promoted the superimposed effect of culture, tourism and all media.

Huang Dianlin, deputy director of the International Communication Research Center of Communication University of China, said: "Compared with the high-intensity competition and character conflicts of other types of variety shows, cultural and tourism variety shows are good at exploring natural landscapes, characteristic culture, local customs and customs, and bringing them to the audience. Bringing a richer travel experience and deeper emotional satisfaction."

The influence of variety shows promotes local "out of the circle"

In the context of "building tourism with culture and highlighting culture with tourism", the influence of cultural and tourism variety shows is increasing day by day expand. Driven by the program, many places are popularly "out of the circle", and the connotation of tourism development has been continuously enriched to help meet the people's growing needs for a better life.

After the Fujian chapter of "China in Intangible Cultural Heritage" was broadcast, the number of tourists received by Hanjiang District, Putian City, Fujian Province achieved a "phenomenal" jump, an increase of 452.92% compared with the same period in 2022.After "Farming" became popular, Sandun Town, Xihu District, Hangzhou City built "agriculture + culture + tourism" projects such as a high-tech agricultural demonstration base, a characteristic intangible cultural heritage-themed B&B, and a high-end agricultural brand field live broadcast room, and found new ideas for development.

The effect of cultural tourism programs in stimulating the construction of the local tourism industry is obvious to all, and its power in the field of cultural promotion cannot be underestimated. "A Meal for a Thousand Years" shows the unique charm and cultural heritage behind the cuisine of various parts of China, inspiring the audience's cultural confidence; "China in Intangible Cultural Heritage" drives positive interaction between culture and tourism, intangible cultural heritage and the media, attracting the attention of tourists in many intangible cultural heritage neighborhoods. According to Zhang Yanli, executive deputy director of the New Viewpoint Center of Radio and Television, “Cultural and tourism programs not only gather popularity for the filming locations, but also achieve a clever connection between culture and life during the search, finding a way to inherit China’s excellent traditional culture and strengthen cultural confidence. Valid path."

Source: Guangming Daily