Under the normalization of epidemic prevention and control, the cultural tourism industry has shown certain sensitivity and vulnerability. However, recently, the “immersive experience” cultural tourism project has quietly risen and is becoming the next “outlet” of the cultural tourism industry. Immersive tourism is to meet the needs of tourists who want to be highly involved in the tourism process, be immersed in richer scenes and more interesting stories, and use various high-tech means and display products to create new requirements to meet the development of the cultural tourism market. Under the attention of the state and the support of policies, the cultural tourism industry ushered in an explosive period, and also stimulated the huge demand of the DISPLAY market such as LED displays and projections needed to create immersive scenes.
The technology-enabled cultural tourism industry has created an increasingly prosperous immersive market
Recently, the 20th Guangzhou International Professional Lighting and Sound Exhibition was held in the China Import and Export Fair Complex and was a complete success. New technologies and new equipment emerge in an endless stream, and some immersive exhibition areas attract exhibitors to linger. The organizers jointly launched the “Spark New Life Immersive Experience Exhibition” with the Cultural Tourism Exhibition and Performance Committee of Guangdong Sound and Lighting Technology Promotion Association. The exhibition area integrates digital technology, naked-eye 3D, holographic technology, visualization imaging technology, mechanical device technology and other cutting-edge equipment and technologies in the industry, and the projection/LED/fan screen/laser/lighting/water curtain/audio are deeply integrated, presenting the audience with a cutting-edge experience created by the economic innovation of night tour cultural tourism. Among them, in addition to the various forms of landscape arrangement, the projection and LED display of multi-form applications create a variety of brilliant visual sensory experiences for the audience, which also makes the immersive scenes in the space more realistic.
With the rapid development of digital technologies such as artificial intelligence big data and cloud computing and the rapid construction of smart scenic spots, a series of basic scientific and technological services such as 5G, VR, AR, and hologram have gradually matured and matured, and the cultural tourism industry has gradually shifted towards intelligence, digitization and networking. Through the integration of music, video, lighting, installation, stage props, supplemented by VR, AR, MR and other advanced technologies, creating new tourist attractions has gradually become a new development point in the cultural tourism industry. The rise of a new tourism mode that combines “performing arts” and “tourism” is also blooming everywhere, and the non-projection and LED display that supports the construction of large-area situational scenes is the only one. The same is a natural competitor in the field of image display equipment, LED display and projection in the field of large-screen display. At a time when the immersive cultural tourism market is becoming more and more prosperous, the two are also actively occupying the main position in the market.
Each has its own advantages in light and shadow technology, becoming the main force in creating immersive cultural tourism
In the market environment where “everything can be immersed”, the role of LED displays and projections is to reshape or derive the scene. However, due to the considerable difference in the way the two display devices display the picture, the application in the immersive cultural tourism industry is also very different. First of all, in terms of picture quality, LED as a large direct display screen, the application form in the cultural tourism industry is very rich, naked eye 3D, special-shaped screen and other visual creations have become independent attractions. In some immersive cultural scenes, multiple LED display screens are often used to create an immersive simulation demonstration environment, allowing visitors to have an interactive experience in a physical space where virtual and reality blend. The realistic demonstration environment and other arrangements allow visitors to feel a more colorful and exciting sensory experience. Taking the Grand Canal Museum of China as an example, it will reshape large-scale immersive ancient scenes and let the audience go back to the history of thousands of years; Design the interactive experience of “knowledge display + escape room” to allow the audience to obtain a personalized cultural education experience in the fun of the game; The use of LED creative large screen + holographic projection to create a 360 ° multimedia circular theater, so that the audience can fully perceive the cultural vitality in a multi-dimensional space.
The projection is slightly inferior in the shaping power of the realistic environment, because the projection is to put the picture on the “curtain”, which belongs to the reflection projection, and when you want to shape the realistic scene, the requirements for the “curtain” are higher. However, the projection of the scene is more inclusive than the LED display. Therefore, in some night tourism projects, projection is more suitable for scene dyeing and scene derivation in the open environment, such as last year’s National Day holiday in Wuhan “Yellow Crane Tower at Night” immersive light and shadow performance, the use of laser projection, laser interaction, foreground screen, actor image interaction, 3D animation lights, high-pressure water mist and other light and shadow technology, the perfect integration of projection technology and art, with the Yellow Crane Tower itself as the “canvas”, interpreting the wonders of the Louhe River at night.
Write at the point and use your advantages to develop new applications of immersive cultural tourism
Due to the need for the existence of a curtain, and the display screen does not have the characteristics of autonomous illumination, the application scenario is very limited, and it can only be used at night or indoor scenes. The LED display can ignore the scene and light factors, and multi-form applications are integrated into tourist attractions. At present, many scenic spots and tourist business circles use LED creative display, transparent screen and other hardware, coupled with AR, VR, MR, projection and other technology applications, coupled with the combination of virtual and real space to create an immersive landscape lighting environment.
In the outdoor night scene and light and shadow show, the projection as a major landscaping force in the night tour market and the status of decorative tourism scenes have been determined. LED display can use its own advantages to create a new landscape positioning of scenic spots. The two work together to combine light and shadow technology with local culture to create a new and immersive tourism scene that brings visitors a more diversified tourism experience. It will also make full use of the advantages of LED displays in the immersive cultural tourism market. The gradual expansion of the tourism market will further release market demand and exchange for larger market space for LED displays.
The prosperity of the immersive cultural tourism market has brought new development opportunities to many industries while bringing a fresher and more exciting tourism experience to contemporary tourists, and light and shadow performances have become a major feature of immersive cultural tourism. Projection and LED displays have been competing in the display market for a long time, but in this emerging market, they have also completed collaborative cooperation to create an increasingly rich and diverse cultural tourism experience. LED display will also continue to determine its own positioning in technology research and innovative applications to obtain a larger market space.