作为中国优秀传统文化的代表之一,道家文化在全球游客眼中的魅力有多大旅游景区,文化是魂,做到文旅相融、文旅相通,文旅促进,才能促使景区发展得更好。
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项目1背景:
三清山风景名胜区位于江西省上饶市东北部,近年来,三清山以“文化+旅游”推动业态创新加速、文旅产业融合快速发展。三清山拥有深厚而丰富的道文化资源,正致力于把三清山道文化作为一种独特的旅游资源进行深度开发挖掘,讲清“道”理,讲好“道”话,促进旅游与文化融合,着力打造好具有国际影响力的江西省全域旅游样板景区
景区级别:5A级旅游景区
投资主体及性质:三清山管委会主办
景区年收入:
年游客量:
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项目2背景:武当山作为全国最大的道教活动场所,继承了道教众多优秀文化,形成了系统的武当文化。武当山位于湖北省十堰市丹江口境内,被称为“亘古无双胜境,天下第一仙山”。经过多年的发展,武当山成为全国乃至全世界知名的旅游景点。在旅游产业大发展的同时,武当山的文创产业也在逐步走向崛起。武当369是武当山旅游产业转型升级的重要标志,是武当山推动全域旅游创新发展的重要符号,该品牌所主张的理念是:360度物理空间+9度心灵感受,旨在引导消费者不是简单的在武当山360度物理空间里转一转,走马观花,而是用心感受,细细品味,了解武当山博大精深的文化和玄妙空灵的山水。以道家文化为核心,以人文景观为载体,以生态资源为导向,以康养度假为特色,充分发掘利用道教文化资源,为广大游客提供多元化体验定制服务,打造武当特色道文化旅游体验产品。
景区级别:5A级旅游景区
投资主体及性质:武当山旅游经济特区管理委员会
景区年收入:
年游客量:2017年接待游客888.1万人次
后门票经济时代,景区二消增收法门
景区二消主要服务内容及价格:
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文创IP赋能文旅,扩大二消增收阵地
景区二消网红爆品业态对照表:
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二消特色主题店铺:
- 地方特产严选店——京东武当特产馆
与商务局合作的一家优质土特产店,产品很丰富,包含武当道茶、丹江口翘嘴鲌、道家服饰、本地优秀手工品、鄂西北腊肉、武当白酒、武当山珍系列干货等。店内明码标价,价格公道
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2、地方特色茶饮店——八仙观茶叶总场
位于中国茶树原产地的"巴山峡川"之角,世界著名道教圣地武当山景区,场村合一。 武当道茶源远流长,博大精深。因其武当太和山,亦名太和茶。道人饮此茶,心旷神怡,清心明目,心境平和气舒,人生至境,平和至极,谓之太和,由此,成为名茶和贡品。
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3、手作产品体验店——陈大吹得糖糖
吹糖人是,中国民间手工艺品之一。小贩们肩挑挑子走街串巷,挑子一头是一个带架的长方柜,柜子下面有一个半圆形开口木圆笼,里面有一个小炭炉,炉上的一个大勺里放满了麦芽糖糖稀
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IPMAKER造物家 专属创意 量身定制
文旅IP主题+文创设计+爆款打造+互动体验
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案例分析:
强IP力:★★★★★
1、逍遥谷景区主要由天下三清展演中心、管他养生小镇、健康旅游养生区三部分组成。景区涵盖道学交流、观光演艺、研学修养、太极康养、辟谷养生、户外拓展、休闲度假等多重服务功能 ,是世界唯一的道文化展示体验园。
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2、武当山的调皮小道童是为了迎合当下年轻人的审美需求和社会化媒体传播属性,围绕武当武术、道茶夜话、打坐静心、抄经养性、道家斋菜、道家早晚课、周易文化、道家医药、辟谷清修等九大特色道文化体验产品精心设计了系列卡通人物形象。以小道童和特色道文化体验变化出的丰富延展,也对对接下来的武当山文创产品开发、产业IP构建奠定了基础。而此次,调皮小道童正是武当文创IP传播的又一亮点和特色。
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场景体验力:★★★★★
1、逍遥街是一座特色古街,青石、廊檐、木刻、石雕等民间遗存汇集于此。这里,各种特色民间小吃如灯盏粿、清明粿、煎饺等应有尽有,现场有打麻糍、做豆腐、制陶艺、糖人制作、抄经管等多种体验项目。
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2、360°极限飞球极,飞越三清山,势必以全新视角和视觉特效,感受美丽神话故事,呈现三清山的魅力与震撼.震撼的视觉效果,震撼自然景观,触动人心,体验三清山的秀美与酷炫。
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品牌宣传力:★★★★★
抖音是一个拥有海量用户的可视化传播媒体。在确定好传播内容的基础上,举办内外部的“抖音大赛”等方式让自带流量的人参与进来,将自然与科技、厚重与活力完美地结合。
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极致爆品力:★★★★★
1、武当道茶,聚道教仙山之灵气,占天然有机之先机,融道教文化与茶文化于一体,集古老文明与现代文明于一业,产品品质出类拔萃,生态产业特色鲜明。
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2、武当酒厂用发源于武当山的剑河水生产的武当山大曲酒,属窖香型,无色透明、醇香浓郁、绵甜甘冽、尾味干净。
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3、三清山黄金茶又名香茶,学名山腊梅,属纯天然野生功能性茶种。该茶质嫩色绿,条细味醇,香高气爽,风味独特,功效显著。黄金茶富含挥发油、槲皮素、黄酮类、生物碱等有效活性成份,含有12种徽量元素。
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4、三清云雾茶以“色绿、香郁、味醇、形美”而享有盛名。此茶气味似天然花香,但更胜花香,品此茶时,先闻其香,才尝其味,慢饮细啜,满口留香,舌底生津。
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5、三清山葛粉选用三清山高山森林之中多年野生葛根为原料精心加工而成。有清火、排毒、降血脂、降血压、降胆固醇、降血糖、预防老年性痴呆,防止动脉硬化,防止脑血栓等心脑血管疾病之良效。葛根的药用价值极高,称之为“江南人参”,国际上素有“亚洲人参”之美誉,葛粉称之为“长寿粉”,在日本被誉为“皇室特供食品”。
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景区二消商业打造
一切立足于景区的核心价值体系,通过对核心文化的挖掘及活化,
创立IP,树立品牌,策划产品体系,实现商业变
IPmaker为景区提供从“战略布局—爆品创意—网红落地”的整体全案品牌服务,
专业打造景区超强盈利商业项目,快速集聚网红人气。