Recently, the annual public vacation arrangement was announced, and with it the planning and expectation for the “May Day” 5-day long holiday and the “November” 8-day long holiday. In addition to resting at home, going out to meet friends, travel has also become the main choice of public holiday life in recent years. Choose a city, pick a beautiful scenery, or near or far, many people began to get out of the home, to go to a different place to feel fresh. Once upon a time, cars and horses were very slow and the road was long. Now, airplanes, high-speed trains to and from home and far away in the time between morning and evening. Check the strategy online, book a ticket with the software, make a reservation for accommodation and tickets, and take your cell phone with you to set off easily. “Internet +” under the intelligent tourism is making the matter of tourism becomes simple and convenient, big data, Internet, artificial intelligence and other new generation of information technology applications are also helping scenic spots to provide better service experience.
The 19th Party Congress report pointed out that to promote the Internet, big data, artificial intelligence and the deep integration of the real economy, in the high-end consumption, innovation, green low-carbon, sharing economy, modern supply chain, human capital services and other areas to cultivate new growth points, the formation of new dynamic energy. Recently, with the consent of the State Council, the National Development and Reform Commission, the Ministry of Education, the people of the Internet + social services “development of the views” (hereinafter referred to as “opinions”) mentioned that will further expand the social services convenient, intelligent, personalized, fashionable consumption space, to encourage the development of intelligent interactive innovation application demonstration, leading the development of new industries and new business models such as smart tourism.
Intelligent tourism has come into daily life. This “opinion” mentioned the wisdom of tourism is the “Internet +” and tourism. Combination of a reflection of “the core of intelligent tourism is the use of a new generation of information technology, to provide tourists with high quality, high satisfaction service, to further realize the contribution of tourism resources and social resources and effective use of systematic, intensive management changes.” Nie Jingpeng, a researcher at Tsinghua University’s Internet Industry Research Institute, said in an interview with this reporter.
It sounds like it is far from reality, but in fact it is already around people. “Now we have popularized the network booking tickets, real-time information inquiry of flights, online seat selection and check-in, etc., are all part of intelligent tourism. In the past, when we went out to travel, our wallets were bulging and we would bring a lot of cash. Now people rarely bring cash, almost all cell phone payment, which is also part of the smart tourism. In fact, very few people can leave the Internet completely to go out and travel now, and in that sense, it has become very popular.” Wu Bihu, director of the Center for Tourism Research and Planning at Peking University, secretary-general of the International Tourism Society and member of the Academic Committee of Pangu Think Tank, told the journalist.
There was a time when train tickets needed to be grabbed by queuing at the ticket window overnight; when you wanted to stay in an unfamiliar place without getting lost, you couldn’t do without a map in your hand; when you had to rely on luck to stay in a hotel or taste the food, because there were not many ways to learn where it was worth going and where it was more delicious. In the era of lack of information exchange, traveling was a painstaking and laborious task. Now, the ticket window at the train station no longer has a long queue, online ticketing has become the first choice for most people to travel; a map embedded in the phone, into the navigation software, to show people the direction; want to know where to play is not to worry, a large number of social software have a travel strategy. In fact, with the application of a new generation of information technology such as big data, Internet, mobile payment, artificial intelligence, the form and experience of tourism has also changed.
At present, the Forbidden City intelligent museum, Qin cultural heritage and creative project and “a machine to travel Yunnan” are typical cases of “intelligent tourism”. Nie Jingpeng introduced that “One Machine Touring Yunnan” is a phase product of the wisdom tourism big data platform developed by the Yunnan provincial government and Tencent Cloud, and the APP was launched in October 2018, integrating a number of core technologies and capabilities, including WeChat public platform, small programs, Tencent Cloud, WeChat payment, face recognition, AI and smart retail. The APP covers nearly 3,000 government agencies and departments, more than 300 scenic spots, 1,228 slow live routes, and more than 20,000 honest enterprises, including the needs of tourists before, during, and after their tour in Yunnan, meeting their needs and experiences of eating, staying, traveling, entertainment, and shopping in Yunnan. Before the tour, tourists can familiarize themselves with the scenic spots in advance through the platform’s VR, live broadcast and other functions to plan their travel routes; during the tour, tourists can enter the scenic spots or hotels through code scanning and face recognition, and use the applet to find parking spaces and toilets; after the tour, tourists can continue to enjoy the shopping, complaints, evaluations, unconditional refunds and other services brought by the integrity system.
Internet empowerment to improve the quality of service in scenic spots. “‘Internet + tourism’ and the overall meaning of ‘Internet +’ under the digital economy is the same, both are the Internet as a resource element, using its data, information and other functions to serve the tourism industry, for the cultural tourism empowerment Energy.” Ma Qijie, researcher of National Advertising Research Institute and member of Smart City Committee of Pangu Think Tank, introduced in an interview with this reporter.
In recent years, the development of digital technology has provided a new engine for the development of “smart tourism”, providing a new strategic direction for industry transformation and upgrading on the one hand, and enhancing the service capacity of the industry to meet the growing demand of tourists for personalized and in-depth experiences on the other. For example, big data can provide tourists with more personalized and demand-satisfying recommendations; online ticketing and face recognition allow tourists to enter the park without waiting in line to buy tickets. Digital technology can make all aspects of tourism seamlessly linked, giving visitors a more comfortable and continuous service experience.
“In scenic spots such as Wudang Mountain, Kanas, Huashan Mountain and Yungang Grottoes, visitors can use ‘AI face swipe’ to enter the park and ‘face swipe’ to pay, as well as automatically get the names and detailed descriptions of attractions through WeChat applets. Using the online travel service platform, visitors can customize exclusive travel routes, use 24/7 online Q&A, and even let AI robots instantly ‘write a poem’ based on the beauty they have photographed. Culture and travel industry through ‘AI + big data’, the massive amount of data obtained, big data analysis, accurate portrait of the user, to promote the reconstruction of the entire industry business process, to achieve product and industry innovation.” Sun Zhuofu, a researcher at Tsinghua University’s Internet Industry Research Institute, told the journalist.
Big data can also be used to monitor the public opinion of scenic spots, and while timely understanding of tourists’ demands to improve service quality, the marketing and promotion direction of scenic spots can be more clearly positioned. In fact, many tourists will be in microblogging, circle of friends, public reviews, Ma Hive, Little Red Book and other social software to publish their views on scenic spots. “Each person spit, do not think it is useless, because there will be special software to collect. Take Huangshan Mountain as an example, the scenic spot management committee has a software specifically to collect all kinds of opinions published by people who have been to Huangshan Mountain, to be able to quickly know which place’s service is unsatisfactory, and then correct or improve.” Wu Bihu introduced, “At the same time, through the Internet big data can know, over a period of time, the portrait of tourists, where they come from, Beijing, Shanghai or Nanjing; these people usually spend how much money per month, these money spent in which places, etc.. With these, scenic spots will not run amok when doing tourism marketing, they will have a very clear target market, to which places and how to promote.”
In addition to artificial intelligence, big data, cloud computing also has many applications. Sun Zhuo Fu introduced, cloud computing can connect up the government, operating companies, enterprises, citizens and tourists, providing the underlying technical support for the cultural tourism industry. At present, many regions have established local cultural tourism information cloud platform, such as “Yunnan cloud”, “cultural tourism Ma’anshan”, “Shanxi intelligent tourism cloud platform” and so on. These cloud platforms can not only display local cultural tourism resources in an all-round way, but also provide a panoramic new experience of local cultural tourism, as well as an important bridge to communicate with government, resources and consumers.
