Viewpoints | Can blockchain technology help the cultural tourism industry to "cross the robbery"?

Under the epidemic, the travel industry suffered a life-and-death robbery.

The data shows that the cultural tourism industry has been seriously affected. The number of tourists received by scenic spots in the country has been nearly zero recently, and the tourism revenue is minimal. Some places are expected to lose half of the year's share. Cultural tourism enterprises face unprecedented difficulties in survival and operation.

This special period is a huge test for the cultural and tourism industry. When people in the industry discussed how to revitalize the tourism industry and how to turn risks into opportunities, we ushered in the first small vacation after resuming work.

The scenic spots around the world reappeared as "people follow the crowd", the tourists in Huangshan Scenic Area were full, reaching the upper limit of the number of people entering Huangshan; the daily ticket sales of Shanghai Century Park were announced to be sold out; According to the data, the flow of Huangshan Scenic Area on the first day of the Qingming Small Holiday increased by nearly 60% year-on-year. The current national epidemic is not over yet, and the work of the scenic spot is still in the new stage of "prevention and control resumption", ensuring the safety of tourists is of primary importance.

On the one hand, the tourism industry needs to reinvigorate, and even new development strategies must be discussed; on the other hand, the contradiction between the rising travel sentiment after work resumes and the epidemic prevention work cannot be relaxed, these two levels place higher demands on the cultural tourism industry The cultural and tourism industry needs to seize the crisis of the epidemic and make a thorough correction.

Various regions have successively issued support and assistance measures to support the development of cultural and tourism enterprises in response to the epidemic situation. Recently, the Jiangxi Provincial Department of Culture and Tourism and China Mobile Communications Group Jiangxi Co., Ltd. signed a strategic cooperation agreement to jointly build Jiangxi "smart cultural tourism". Comprehensively use 5G, big data, cloud computing, artificial intelligence, blockchain and other information technology methods to promote the deep integration of cultural tourism and technology, and build a cultural and tourism smart service system with technology leadership, data support, format innovation, and cross-border integration.

With the help of technological forces to reshape the culture and tourism ecosystem, blockchain technology can integrate cultural tourism related assets, promote industrial model innovation, realize intelligent services such as eating, living, traveling, traveling, and entertainment for tourists during the travel process, and reduce transaction costs. Build a credible cultural and travel service system.

Digitalization of the tourism industry

In the cultural tourism industry of informatization 1.0, a single business model, small cultural tourism enterprises cannot meet the needs of tourists in the entire travel process, and cannot provide complete smart services before, during, and after the tour. The industry has produced many unable to provide The middleman of the service will appear to serve tourists by earning the price difference, but the cost of tourism consumption is reduced. In other words, there are more and more links in the tourism industry, services are getting worse, and information is becoming more and more asymmetric.

Blockchain is a public ledger. It uses a decentralized consensus mechanism to maintain a distributed, non-tamperable, real-time updated database ledger. Blockchain technology can digitize travel agency identities by way of chaining travel agency business licenses and OTA products. Ensure the visualization of travel agency data. At the same time, consumers use personal registration, member recharge and exchange transactions to store and encrypt personal value information and data on the chain, thereby eliminating trust barriers between tourists and service agencies, and realizing the service side and consumers Between the intermediary trust relationship, the blockchain can eliminate monopolistic intermediaries, allowing hotels, airlines, travel service providers to communicate directly with customers. It needs to be emphasized that the blockchain maintains trust among multiple parties by creating machine trust.

Optimize travel experience

For travel scenarios, the blockchain technology is integrated into it to increase the travel experience. For example, blockchain technology can be used to record and verify the identity of tourists, track the consumption records of tourists, prevent vicious sales of services in tourist destinations, and can also use blockchain traceability to implement the full life cycle management of souvenirs such as special tourist products to ensure that tourists are traveling. Fidelity of the purchased items in the scenic spot. In order to prevent tourists from encountering deception, they can join the complaint inspection and supervision platform to facilitate the handling of travel complaints.

On July 20, 2019, at the "Digital Yunnan" Blockchain International Forum, the "You Yunnan" platform issued the country's first blockchain electronic title invoice. A small invoice has the characteristics of distributed storage, leaving traces throughout the process, and cannot be tampered with. It not only has the same effect as the current invoice, but also the electronic data is easier to store and safe, making tourists more convenient and worry-free during the travel process.

The integration of tourism resources through new-generation information technologies such as blockchain can realize smart cultural tourism and promote the comprehensive digital development of tourism. This is also an important means for promoting the sustainable development of cultural tourism in various places during the epidemic.

On March 20, Guangdong issued "Several Policies and Measures on Actively Responding to the Impact of the New Coronary Pneumonia Epidemic Situation, Promoting the Stable and Healthy Development of the Culture, Tourism and Sports Industry, and Expanding Market Consumption." New technologies such as blockchain and 5G have fostered new formats such as digital cultural blogs, online travel, and online events.

Exploration, future

Although all regions are relying on the new generation of information technology such as blockchain, Internet of Things, and big data to reshape the cultural tourism industry, they are still in the exploration stage. In order to meet the revolutionary changes in the cultural tourism industry, the cultural tourism industry itself still needs to be reborn. .

In recent years, the travel industry has been repeatedly exposed to black materials. For black guides, black merchants, and black spots, the industry's ability to develop itself is the most critical point of industry reform. In the blockchain industry, there are even more "well-known industry associations" and "high-quality blockchain applications" swindled and cheated at the demand for industry reform. Therefore, whether it is the cultural tourism industry itself, or the blockchain + cultural tourism, self-discipline and standardized development are required.

With the development of smart tourism, the use of blockchain technology to build a smart tourism system and explore deep integration. At present, various regions have successively promoted the application of the blockchain + cultural tourism industry, and built a smart tourism service platform based on the underlying technology of blockchain. Accommodation, catering, entertainment and other fields are integrated into the same system to form a shared, intelligent and efficient smart travel service system to enhance the value of data, information and services.

At present, the social perception and recognition of blockchain is still at a low level, which is the same as the public's understanding of the early Internet, which is highly controversial. However, as the underlying technology, the blockchain has actually started to exert its strength. Maybe next year or the next year, tourists can touch the blockchain technology during the travel process. Tourism no longer requires cumbersome travel strategies, no longer worried about encountering black tour guides, no longer worry about being deceived, and with the help of technology, tourism has become a kind of enjoyment.