Immersive tourism prevails. How does the metaverse reshape the cultural and tourism industry?

How does the metaverse reshape the cultural and tourism industry amidst the rise of immersive tourism?

From the data of tourists received from all over the country, this year’s summer vacation travel market is exceptionally hot. In museums and various theme parks, visitors will have an immersive travel experience. In today’s article, we want to talk about the role of metaverse-related technologies and applications behind the immersive travel experience.

The “Action Plan for the Fusion Development of Virtual Reality and Industry Applications (2022-2026)” issued by the Ministry of Culture and Tourism clearly proposes to combine cultural tourism with virtual reality, accelerate the application of multiple scenarios in the industry, promote the development of interactive and immersive digital experience products in scenic spots, resort areas, and neighborhoods, and develop new types of tourism services such as immersive interactive experiences, virtual displays, and smart guides. Cultivate new business formats such as cloud tourism, live streaming, and virtual exhibitions, and launch a batch of new scenarios for immersive travel experiences. With the development goals of scale and specialization, deepen the organic integration of virtual reality in the industry, and metaverse-related technologies and applications are becoming the driving force for the high-quality development of the cultural and tourism industry.

1. Common modes of cultural and tourism metaverse

(1) Construction of simulation scenes based on digital twins and digital natives

The metaverse provides various technical means such as digital twin modeling, 3D rendering, holographic imaging, etc., for contactless tourism and immersive travel service experiences. The simulation scenes of scenic spots can use technologies such as satellite remote sensing, satellite imaging, maps, field surveys, and GIS to collect and generate basic 3D geographic information models of the scenic spots. For large-scale natural landscapes composed of similar natural objects such as trees, lawns, and water bodies, detailed modeling of individual natural objects can be done, and AI technology can be used to automatically supplement the remaining object objects, and finally form a 3D digital space network connecting scenic spots. Compared with digital twin technology that reflects real-world mapping, digital natives are more about autonomously constructing new digital worlds using super deep learning, multi-modal learning, artificial intelligence-generated content (AIGC), and other technologies. Whether it is the realization path of digital twins or digital natives, they can provide technical support for the digitization, dataization, and assetization of scenic spots and tourist attractions, and lay a foundation for further innovative applications.

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Take museums as an example, the metaverse provides museums with the technology and network foundation for constructing digital twin spaces and issuing digital collections. Through 3D laser scanning and video dynamic imaging technology, dynamic digital twins of museum interiors can be constructed, and visitors can use 3D glasses, head-mounted displays, holographic projection devices, etc., to visit dynamic museum exhibits from a first-person perspective. For example, the Aksu Museum uses holographic technology, AR augmented reality, 3D touch interaction, and other technologies to promote cultural propaganda of fine cultural relics and related historical anecdotes in the museum. It uses high-definition 3D scanning and three-dimensional reconstruction technology, combined with virtual browsing, monument restoration, and multimedia interaction with the audience on-site to provide a comprehensive understanding and knowledge of the historical culture of the Aksu region and the precious cultural relics in the museum. It uses an intelligent dressing system based on traditional Chinese costumes, designs smart dressing mirrors, allows visitors to virtually wear the distinctive costumes of the Aksu region, take photos, and enhance the interaction between the museum and the visitors, spreading the excellent historical culture of the Aksu region while entertaining.

(2) Hybrid Scene Interaction Experience Based on the Integration of Virtual and Reality

In the space of scenic spots, 3D rendering technology, VR, holographic projection, and other technologies can be used to project the sound, scenery, and 3D images of performances in front of the audience. By using contextual, immersive experiences, the audience can be fully immersed in the story, achieving an unprecedented level of augmented reality. At the same time, the audience can also participate in the performance as digital virtual characters, becoming actors rather than mere spectators, truly achieving role reversal.

For example, the “Rediscovering Dunhuang” tourism performance project adopts “walk-in” immersive theater performance technology. Through the theater’s stage design, technical control, and multidimensional spatial performances, it tells the thousand-year history of Dunhuang and instantly transports the audience into the cycle of Dunhuang’s history. In addition, the large-scale high-tech temporal show “Ghost of Ancient Trees” created by Hangzhou Songcheng Scenic Area uses advanced technologies such as sound, light, fog, and electricity to create a 360-degree panoramic theater, providing the audience with stunning visual, auditory, tactile, and other sensory impacts, enhancing the on-site experience. Although these two examples are not strictly speaking metaverse projects, the integration of virtual and reality in the scene construction has made beneficial attempts for the advanced development of cultural and tourism metaverse.

(3) Application of Virtual Digital Characters in Cultural and Tourism Scenarios

Virtual digital characters are products of technological innovation. In the iteration of technology, they have evolved from 2D digital images to 3D hyper-realistic digital humans, becoming increasingly realistic in terms of actions, language, thoughts, and more. Virtual digital characters are also products of cultural development. They can be matched with different identities, costumes, languages, and image temperaments with unique regional characteristics, appearing both real and illusory. With the maturity of software and hardware technologies, virtual digital characters have encountered significant development opportunities, greatly enhancing their commercial value and application areas with more immersive experiences.

Generally, virtual characters in tourist attractions are designed based on the cultural, historical, and geographical characteristics of the attractions. Virtual 2D or 3D character images are created through animation design, and video special effects production and editing techniques are used to achieve dynamic performances of virtual characters in real scenes of the attractions. Currently, more and more tourist attractions have recognized the advantages of virtual characters in terms of the fun, novelty, fan economy, and video traffic in IP marketing at scenic spots, and have started to create their own virtual characters. For example, Hangzhou’s virtual tourism IP character “Bai Susu” is based on the legendary character Bai Suzhen, combined with the city’s local characteristics, and given a new definition in the new era, aiming to make it the city’s tourism spokesperson. “Hai Mengji,” the image spokesperson for the Qingdao Animation Festival, has signed a cooperation agreement with “Animation Island” to explore the cultural and tourism market. The virtual digital character of the Huancheng Xiangfu Ecological and Cultural Tourism Area, a national 5A scenic spot in Jincheng City, Shanxi Province, dances dynamically in front of the scenic area.

(IV) Opening up new opportunities for digital collectibles

Digital collectibles, as virtual assets in the metaverse, use encryption and computing technologies to store data assets or physical assets, such as photos, audio, and models, in smart contracts. They have independent authentication codes and metadata, and can be collected, bought, and sold. NFTs based on blockchain technology possess unique, identifiable, and low-cost characteristics. Digital collectibles of scenic spots are hybrid digital souvenirs based on the unique resources of the scenic area and the temporal attributes of the moment when tourists purchase souvenirs, as well as the attributes of the digital identity of the travel companions. They can be published in the metaverse digital art network. The scenic area owns the copyright of the digital souvenirs, while tourists gain ownership through purchase. In this process, it not only ensures the intellectual property rights and traceability of the scenic area, but also helps tourists manage their digital assets throughout the entire lifecycle after the sale.

II. How to promote consumer acceptance and satisfaction

(I) Standardized technical governance as the foundation of development

The metaverse is not only a form of industry but also a social space. Various specific legal and regulatory issues are involved in the technical research and development, commercial development, and social relationship networks of the metaverse. Although the metaverse mainly adopts a distributed management model, in the early stages, the entities that hold governance power include not only the country and the government but also metaverse platform companies, technical organizations, international organizations, metaverse communities, and individuals. Among them, the governance of metaverse platform power is the focus. The governance of metaverse platforms integrates environmental shaping, rule creation, identity authentication, power allocation, behavior evaluation, dispute resolution, and other governance functions. Currently, the governance power of metaverse platforms requires legal support and supervision from the country and the government. The authorization of the government is also an important source of legitimacy for the public governance power of metaverse platforms. On the other hand, the improvement of government governance effectiveness also requires the cooperation and assistance of metaverse platforms. As a type of user in the metaverse, the government can carry out governance with higher efficiency in a flattened, centralized, and low-cost manner based on the improvement of platform governance capabilities and governance technologies, thereby gradually promoting the optimization and effectiveness improvement of the government regulatory system in the real world.

(II) Encouraging research and innovation of market entities

The metaverse covers multiple directions such as chips, computing power, algorithms (AI), images and vision, industry, culture, and blockchain, among others. It has obvious advantages in technology and ecological development. Industrial ecology is the core competitiveness of future industrial development. For the metaverse, which is still in the nascent stage of industrial development, policies are undoubtedly the most important and powerful driving force. With the strengthening of macro development, local governments are actively planning the metaverse industry, involving multiple aspects such as scene construction, industrial development, and space expansion. For example, in Henan Province, the metaverse science and innovation industrial park, planned and constructed based on the concept of the metaverse, focuses on building eight application scenarios, including consumption, entertainment, cultural tourism, education, industry, health, office, and residence, as well as six technical scenarios, including blockchain, information interaction, electronic games, artificial intelligence, networking and computing, and the Internet of Things, to create a metaverse industrial ecology with perfect infrastructure, rich application scenarios, thriving industry ecology, and sound industry management. In the ecological system, the research and development investment and innovation practices of various market entities will become important driving forces for the development of the metaverse.

(III) Increasing the supply of high-quality content in the cultural and tourism metaverse is key

The connection between the metaverse and intellectual property (IP) is becoming increasingly close, essentially addressing the market’s concerns about the integration of high-quality content resources. The expansiveness of the metaverse highlights the scarcity advantage of IP. How can the surging information flow in the metaverse attract the attention of a large audience? The value of IP with high fame, high attention, and high value is self-evident, and the reproduction of IP from multiple scales, perspectives, and dimensions has become an important focus of metaverse content development. On the other hand, the decentralization of the metaverse empowers individuals with great freedom while amplifying their creative thinking and abilities. Users can create imaginative worlds on the metaverse platform, allowing everyone to truly become their own content producer, and collaborative creation becomes the norm. At the same time, as the field where metaverse users connect and interact, the construction of metaverse communities will also promote the content production of user groups.

(IV) Stimulating consumer enthusiasm through multiple channels, means, and touchpoints

As a platform system that enables high connectivity between the virtual and real worlds and is constructed by a closed-loop economic system, the metaverse can effectively promote the integration of producers, service providers, and consumers and integrate with the economic system, social system, and identity system of the real world, thus forming a new social form of “virtual and real integration”. In addition to the creation of metaverse content, attention also needs to be paid to the forms of services, experiences, and marketing methods. For example, Metacity 1933, jointly incubated by World Union Cultural Tourism Group and Shanghai 1933 Old Millfun, was officially launched in September 2022. It uses the 1933 Old Millfun scene IP as the background, constructs a digital cultural asset structure, integrates the real and virtual worlds, and creates a metaverse centered around Metacity 1933. Based on platform construction, it has improved the relevant industrial chain and provides products and services such as themed accommodations, games, films, virtual performances/music festivals/virtual spokespersons, interactive dramas with immersive real scenes, exhibitions, metaverse studios, IP extension markets, cultural and creative peripherals, gradually forming a multi-channel, multi-means, and multi-touchpoint virtual-real interconnected experiential ecosystem with METACITY metaverse experience, METALAB metaverse accelerator, and METATRIP metaverse travel platform.

(V) Strengthening ethical construction and promoting excellent culture

The decentralized organizational structure of the metaverse, the interactive integration of virtual reality, and the initial chaos have shaken the foundation of transplanting the ethical system of the real world to the “virtual world”, resulting in varying degrees of ethical crises in power relations, identity recognition, behavioral constraints, value orientation, and rule supervision in the virtual world. This poses certain risks and challenges to the healthy development of the metaverse and its large-scale application in the cultural and tourism industry. Strengthening ethical construction requires advancing the establishment of behavioral norms and moral standards in the metaverse era, and integrating responsibility and innovation throughout the entire process of cultural and tourism metaverse development.

At the practical level, as a field closely related to the people’s good life, the Cultural and Tourism Metaverse should promote excellent culture, be nourished by the excellent traditional Chinese culture, reflect a culture that embodies a positive vision and values, and have a healthy influence on people’s thinking. It should have mechanisms that empower growth and inspire people. All of these pose higher requirements for the development of the Cultural and Tourism Metaverse.

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