文化触手可及 旅途安心舒心

——代表委员谈数字文旅

发布时间：2021-03-11 13:49 来源：中国旅游报 编辑：马思伟

　　今年的政府工作报告提出了“十四五”时期经济社会发展的目标，其中提到，加快数字化发展，打造数字经济新优势，协同推进数字产业化和产业数字化转型。在文化和旅游领域，数字化发展已成趋势，引起全行业的关注。全国两会期间，不少代表委员围绕推动文化和旅游场景数字化、开发线上文化和旅游产品、打造新型智慧文旅服务、实施文化产业数字化等积极建言献策。

　　全国人大代表、广东粤剧院院长曾小敏表示，数字经济是世界经济发展的时代趋势，文化和旅游业界应顺应这一趋势，依托国家战略的顶层设计，研究落实文化和旅游行业的数字化发展战略规划，从优化制度、升级团队等方面加快文化和旅游业数字化发展。要加快培育数字化新业态，利用数字技术整合线上线下资源，打造传统文化的平台经济。“粤港澳大湾区是科技创新活跃之地，是传统文化与创新思想交融之地，地处大湾区的广东粤剧院将在科技创新的驱动下，释放岭南粤剧文化的辐射力。”曾小敏说。

　　全国人大代表、南京图书馆参考咨询部副主任刘忠斌表示，在数字化大发展背景下，文化和旅游业界应充分挖掘场景式文化和旅游消费需求。如今，文旅融合过程中的场景式消费越来越受关注。“体验”逐渐成为当前文化和旅游消费关键词，消费者希望获得的不再是孤零零的文化和旅游产品，而是更有故事和情感附加值、全身心、全方位的文化和旅游体验。人工智能、增强现实、5G等技术应用为改善文化和旅游体验提供了可行途径。近年来演艺、展览、网络游戏等都在引入沉浸式艺术，为的就是给观众提供身临其境的体验，满足其需求。

　　全国人大代表、湖南省娄底市艺术馆活动部主任彭祁表示，疫情防控常态化下，文化和旅游业数字化进程加快，“线上预约”日趋常态化。大量景区借助数字化技术，实现了“限量、预约、错峰”。同时，通过各级旅游产业运行监测与应急指挥平台的建立，各大景区的视频数据、游客流量数据汇聚成大数据，成为行业监管、游客出行、企业发展的重要参考。“业界应准确把握数字化发展规律，充分发挥互联网优势，培育新业态、发展新模式、构筑新动能，加速提升文化和旅游业发展水平。如加强乡村文化和旅游互联网基础设施建设，完善智慧旅游公共服务体系，创新文化和旅游网络营销模式等。”

　　全国政协常委、中国美术馆馆长吴为山表示，新冠肺炎疫情加剧了不同文明主体之间沟通的困难。在国际交流中，应加大文化经典的“云”上交流，利用大数据、云计算、人工智能、VR、AR、短视频等技术，传播中国声音。一是互办“云”上展览，让文化经典“云展览”常态化、机制化，融合共享全国博物馆、美术馆的经典藏品数字资源，打造不同序列的“云展览”。二是举办“云”上研讨会，深化同各国博物馆、美术馆、文化机构的沟通，搭建中外文化交流互鉴平台。三是创新表达方式，扩大文化经典的传播，选取最能表达中国民族精神的文化经典进行传播，与受众形成互动、实现对话、促成理解、建构共识。同时，还可结合中国传统节日，开发云端体验文创产品，将中国传统活动赋予“潮玩”气质。

　　“今年春节期间，国家京剧院联合咪咕以5G+4K云演播的模式推出了经典大戏《龙凤呈祥》，让戏迷票友可以在云上看戏、打赏。传统舞台表演中，演员在眼神等方面的细微表演不容易被观众看到，但是高清镜头可以捕捉这些表演细节，传递给观众。”全国政协委员、国家京剧院艺术总监袁慧琴表示，线上演播等数字化方式不受空间限制，极大扩展了传统艺术的传播范围，也让传统艺术收获了不少年轻观众。作为传统艺术从业者，要积极拥抱数字化传播方式，并探索通过线上线下结合的方式让这门古老艺术获得更好推广。

　　全国政协委员、民进北京市委副主委、北京大学中文系张颐武教授表示，相较于其他产业而言，演出行业数字化程度较低，在内容生产、场馆利用以及宣传推广的线上化、数据化、个性化方面能力不足，亟须在快速发展的网络技术和互联网运营中解放思想、释放活力。建议以数字化丰富优质文化产品供给，鼓励数智文旅科技应用，推广电子票证，以文化IP为线上线下融合的抓手。

　　“数字化技术是让传统文化适应新时代需求、走进大众，获得更大生命力的重要方式。”全国政协委员、云南省作家协会主席范稳举例道，去年疫情防控期间推出的“云游敦煌”小程序，让观众在线上就能深入了解敦煌文化；数字故宫将国宝进行数字化呈现，很好地满足了大众需求。“这些方式极大提升了传统文化的传播力和影响力，建议在文博领域推广这些案例，鼓励文博机构进行数字化探索。”

　　全国政协委员、安徽省政协副主席、民建安徽省委主委李修松建议，结合科技手段，从供给侧提升文化和旅游的质量和效益。创新运用各种科技手段，使各类文化遗产活起来，变静态为动态，变平面为立体，使游客从被动受教变为主动参与，既能反映更高层次的历史文化真实，又能满足消费喜好。李修松还建议，利用5G网络平台，运用VR、AR及相关智能技术，打造沉浸式旅游体验。

　　全国政协委员、网易公司首席执行官丁磊在“推动数字文旅产业高质量发展”相关提案中提出，搭建数字文旅合作服务平台，拓宽智慧文旅全产业链条，深化科技企业与文化文物单位、旅游景点等线上线下融合发展；打破数据孤岛，推动政企机构数据共享开放，打造一批“沉浸式旅游”范本项目，推动文化和旅游产业转型升级；政府提供专项补助等多举措刺激消费，把数字文旅打造为疫后内循环新增长点。此外，他还在“发挥数字音乐文化传承作用”相关提案中，建议推动民歌、戏曲等传统音乐，与“音乐+文旅”、在线音乐演出等数字音乐新业态结合，激发传统音乐创新活力。（李凤 李志刚 崔哲）

英文直译

English literal translation

Culture is accessible and comfortable on the journey

——On the digital cultural tour on behalf of the committee members

Published on: March 11, 2021 13:49 source: China Tourism editor: Ma Siwei

This year's government work report puts forward the objectives of economic and social development during the 14th Five Year Plan period, which refers to accelerating digital development, building new advantages of digital economy, and promoting digital industrialization and digital transformation of industry. In the field of culture and tourism, digital development has become a trend, which has attracted the attention of the whole industry. During the national two sessions, many representatives and members made suggestions on promoting the digitization of cultural and tourism scenes, developing online culture and tourism products, creating new intelligent cultural tourism services and implementing the digitization of cultural industry.

Zeng Xiaomin, representative of the National People's Congress and President of Guangdong Guangdong opera academy, said that digital economy is the trend of the world economic development. The culture and tourism industry should conform to this trend, rely on the top-level design of national strategy, study and implement the digital development strategy plan of culture and tourism industry, and accelerate the digital development of culture and tourism from the aspects of optimizing system and upgrading team. We should speed up the cultivation of new digital business forms, integrate online and offline resources with digital technology, and create a platform economy of traditional culture. "Guangdong Hong Kong, Macao and Dawan district is an active place for scientific and technological innovation, and a place where traditional culture and innovative ideas blend. Guangdong Opera Institute located in Dawan district will release the radiation of Lingnan Cantonese opera culture driven by scientific and technological innovation." Zeng said.

Liu Zhongbin, deputy director of the reference and consulting department of Nanjing Library, a representative of the National People's Congress, said that in the context of the digital development, the cultural and tourism industry should fully tap the demand for scene culture and tourism consumption. Nowadays, scene consumption in the process of cultural tourism integration is becoming more and more concerned. "Experience" has gradually become the current key words of culture and tourism consumption. What consumers hope to obtain is no longer a lonely cultural and tourism product, but a more story and emotional value-added, full-bodied, all-round cultural and tourism experience. The application of artificial intelligence, augmented reality and 5g technology provides a feasible way to improve cultural and tourism experience. In recent years, the acting, exhibition, online games and so on are introducing immersion art, which is to provide the audience with the experience of the real-time situation and meet their needs.

Pengqi, a representative of the National People's Congress and director of the activities department of Loudi Art Museum in Hunan Province, said that under the normalization of epidemic prevention and control, the digitization process of culture and tourism industry has accelerated, and "online appointment" is becoming more and more normal. A large number of scenic spots have realized "limited, reserved and staggered peak" by means of digital technology. At the same time, through the establishment of the operation monitoring and emergency command platform of tourism industry at all levels, video data and tourist flow data of major scenic spots gather into big data, which is an important reference for industry supervision, tourist travel and enterprise development. "The industry should accurately grasp the law of digital development, give full play to the advantages of the Internet, cultivate new business forms, develop new models, build new momentum, and accelerate the promotion of cultural and tourism development level. For example, we should strengthen the construction of rural culture and Tourism Internet infrastructure, improve the public service system of smart tourism, and innovate culture and tourism network marketing mode. "

Novel coronavirus pneumonia exacerbates the difficulty of communication between different civilizations, said Wu Weishan, the CPPCC Standing Committee and curator of the China Art Museum. In international exchanges, we should increase the communication on the cloud of cultural classics, and spread Chinese voice by using big data, cloud computing, artificial intelligence, VR, AR, short video and other technologies. First, we will hold "cloud" exhibitions with each other, normalize and institutionalize the cultural classic "cloud Exhibition", integrate and share the digital resources of classic collections of national museums and art museums, and create different series of "cloud exhibitions". Second, hold the seminar on "cloud", deepen communication with museums, art galleries and cultural institutions of various countries, and build a platform for mutual learning of Chinese and foreign cultural exchanges. Third, we should innovate the expression way, expand the dissemination of cultural classics, select the cultural classics which can express the Chinese national spirit most, and form interaction with the audience, realize dialogue, promote understanding and build consensus. At the same time, it can also combine with traditional Chinese festivals to develop cloud experience cultural and creative products, and give the traditional Chinese activities a "fashion play" temperament.

"During the Spring Festival, the National Peking Opera Institute jointly launched the classic drama" dragon and Phoenix presents Xiang "in the mode of 5g+4k cloud broadcast, which allows fans to watch and reward on the cloud. In traditional stage performances, actors' subtle performances in eyes and other aspects are not easy to be seen by the audience, but high-definition lens can capture the details of the performance and pass them on to the audience. " Yuanhuiqin, member of the CPPCC and art director of the National Peking opera academy, said that digital ways such as online broadcasting are not limited by space, greatly expanding the scope of traditional art dissemination, and also making traditional art gain many young audiences. As a traditional art practitioner, we should actively embrace the digital communication mode and explore the way to promote this ancient art better through the combination of online and offline.

Compared with other industries, the performance industry is less digital and has insufficient ability in content production, venue utilization and publicity promotion, and it is urgent to emancipate the mind and release the living in the fast-growing network technology and Internet operation, compared with other industries, said Zhang Yiwu, member of the CPPCC National Committee, deputy chairman of the Beijing Municipal Committee of the people's advancement and Professor Zhang Yiwu, Chinese Department of Peking University power. It is suggested that digital rich and high-quality cultural products supply, encourage the application of digital culture tourism technology, promote electronic ticket, and take cultural IP as the grasp of online and offline integration.

"Digital technology is an important way to adapt traditional culture to the needs of the new era, enter the masses and gain greater vitality." Fan Jun, a member of the CPPCC and chairman of Yunnan Writers Association, exemplified that the "cloud tour Dunhuang" program launched during the epidemic prevention and control last year allowed viewers to learn more about Dunhuang culture online; the digital Palace Museum digitized the national treasure and met the needs of the public. "These ways greatly enhance the communication power and influence of traditional culture. It is suggested to promote these cases in the field of cultural and cultural and cultural and cultural and cultural and encourage the digital exploration of cultural and cultural institutions."

Li Xiusong, a member of the National Committee of the CPPCC, vice chairman of the CPPCC of Anhui Province and the chairman of the CPC National Committee of the people's Republic of China Construction of Anhui Province, suggested that the quality and efficiency of culture and tourism should be improved from the supply side in combination with scientific and technological means. Innovation and application of various scientific and technological means can make all kinds of cultural heritage live, change static to dynamic, change plane into three-dimensional, and make tourists from passive education to active participation, which can reflect the higher level of historical and cultural reality and meet consumption preferences. Li also suggested that the use of 5g network platform, VR, AR and related intelligent technology, to create immersive tourism experience.

Ding Lei, member of the CPPCC and chief executive of Netease, put forward in the proposal of "promoting high quality development of digital cultural tourism industry", set up a digital cultural tourism cooperation service platform, broaden the whole industrial chain of smart cultural tourism, deepen the online and offline integration of science and technology enterprises, cultural relics units and tourist attractions; break the data island, promote the data sharing and opening up of government and enterprise institutions and play a key role in the development of digital cultural tourism industry We will create a number of "immersive tourism" model projects to promote the transformation and upgrading of cultural and tourism industries; the government provides special subsidies and other measures to stimulate consumption, and make digital cultural tourism a new growth point of internal circulation after epidemic. In addition, he also proposed to promote traditional music such as folk songs and opera, and combine with new formats of digital music such as "music + cultural tour" and online music performance to stimulate the innovation vitality of traditional music. (Li Feng, lizhigang, Cuizhe)