Gao Xixi: The marriage of film and television culture industry has great potential for tourism and leisure

Gao Xixi said that tourist attractions are inherently rich in brand cultural connotations. Once the plot of the film and television drama is grafted with the tourism resources of the shooting place, the innovative cultural elements of the film and television drama will be injected into the original tourist destination scenery, which will increase the popularity of the tourist destination., but also add cultural connotation.

On the 14th, at the 2016 China (International) Leisure Development Forum held in Hangzhou, Gao Xixi, a famous director of the film and television industry, delivered a keynote speech entitled "Film and Television Culture Industry and Tourism and Leisure." Gao Xixi believes that the film and television cultural industry has become a powerful driving force for my country's economic development and social civilization progress. Excellent film and television products not only directly drive consumption, but also have a reaction to social and cultural production. As China's film industry embarks on a highly commercialized road, the tourism and leisure industry may wish to take the initiative to marry the film and television industry, integrate marketing communication channels, and cooperate with each other to maximize the interests of both parties.

Gao Xixi said that with the improvement of living standards, people like to experience richer and novel cultural tourism activities and more diverse audio-visual entertainment, which just reflects the mutual needs and mutual satisfaction between the film and television industry and the tourism industry. The in-depth combination of film and television and tourism not only reflects the combination of spirit and material, but also reflects the combination of culture and characteristics, and the three-dimensional radiation effect is obvious. Often a successful movie or a best-selling book can spawn countless related products and drive the operation of the entire industrial chain.

Gao Xixi believes that good films must be market-oriented, seize the characteristics of consumer needs, and pursue a double harvest of box office reputation, so as to lay a good foundation for the future development of film and television cultural tourism products. The tourism industry should also actively seek cooperation with the film and television industry, and use the mass communication effect of film and television to carry out all-round integration of tourism culture, so as to comprehensively build tourist destination brands.

"I have visited Hollywood many times and found that the industrial chain structure of Universal Tourism City (i.e. Universal Studios in Los Angeles, which is the world's largest theme park with movie-based themes) is very complete, and it is basically driven and spawned by movies," Gao Xixi said. Film Factory Hollywood integrates film and television with tourism, technology and other elements to form a huge film derivatives industry chain, which is strongly exported to the world with the advantages of scale.

my country's film and television industry is developing rapidly. In 2015, the total box office of movies nationwide reached 44.069 billion yuan. Many films have gone abroad to overseas markets. The domestic market effect and international commercial influence are obvious to all. Gao Xixi said that in the current environment of vigorous development of film and television, tourism resources can be tapped from it, such as developing relevant content products in the film and television industry, especially scenes and plots, extending and expanding the value of the film and television industry, and developing unique tourism products can also realize interactive exchanges between the film and television and tourism fields, achieving a win-win situation.

"Back then, the movie" Lost in Thailand "aroused the popularity of domestic tourism craze in Thailand, and also aroused related tourist routes. This is a classic case of expanding the extension of the film and television industry. Facts have proved that effective and large-scale exploration and development of relevant tourism resources in the film and television industry can not only enrich tourism resources, but also satisfy people's cultural and spiritual pursuits,"Gao Xixi said. He believes that more and more film producers have realized that the development of relevant tourism resources in films can produce great value. Regardless of film themes or character images, classic and mature film and television products can play a driving role in tourism resources.

Editor: yvonne