数字藏品赋能旅游景区

Digital collections empower tourist attractions

远方的名山大川、馆藏的珍贵文物、悠久的历史故事、新颖灵动的艺术设计……数字藏品以看得见却摸不着的虚拟方式，逐渐进入游客视野，被关注被收藏。一些旅游景区陆续推出数字藏品，旨在提升吸引力，创新玩法，刺激消费，为文旅融合增添新亮点。

The famous mountains and rivers in the distance, the precious cultural relics in the collection, the long historical stories, the novel and clever artistic design... Digital collections, in a virtual way that can be seen but not touched, gradually enter the vision of tourists, and are paid attention to and collected. Some tourist attractions have launched digital collections, aiming to enhance their appeal, innovate ways of playing, stimulate consumption and add new highlights to the integration of culture and tourism.

景区试水

Water testing in scenic spots

近日，山东省崂山风景区首发数字藏品《巨峰神鳌》，其中高端崂山海底玉款上线3分钟就售罄。《巨峰神鳌》以巨峰游览区的雕像神鳌为设计元素，采用3D扫描、建模、数字孪生等技术将神鳌栩栩如生地展现出来。

Recently, Laoshan Scenic Area in Shandong province launched its digital collection "The Giant Peak Turtle", which sold out the high-end seabed jade styles in Laoshan within three minutes. "The Giant Peak Turtle" takes the statue turtle of the giant Peaks tourist area as the design element, and adopts 3D scanning, modeling, digital twinning and other technologies to show the vivid turtle of the giant peaks.

什么是数字藏品呢？数字藏品是指使用区块链技术，对应特定的作品、艺术品生成的唯一数字凭证，在保护其数字版权的基础上，实现真实可信的数字化发行、购买、收藏和使用。

What is a digital collection? Digital collection refers to the use of blockchain technology, corresponding to specific works of art generated unique digital vouchers, on the basis of the protection of their digital copyright, to achieve real and credible digital distribution, purchase, collection and use.

旅游景区凭借自身独特的自然风光和深厚的文化内涵，大胆尝试探索，以数字藏品开辟新天地。每个文旅数字藏品都有专属的序列号，是独一无二的数字纪念品，兼具艺术性和数字化，颇具纪念和收藏价值。

Relying on its unique natural scenery and profound cultural connotation, the tourist attraction makes bold attempts to explore and break new ground with digital collections. Each digital collection has its own serial number. It is a unique digital souvenir, which is both artistic and digital, and has great commemorative and collection value.

记者打开“游云南”APP，进入“数字藏品”专区，看到目前正在出售的两款：“数藏大理·崇圣寺三塔”，它还原了崇圣寺三塔精妙的艺术价值与厚重的历史沉淀，其中“特别款·苍山雪影”呈现了冬日苍山十九峰飞雪吹落于三塔这一唯美画面，数字藏品令人有身临其境之感。

This reporter opened the APP "Visit Yunnan", entered the "digital collection" section, and saw two items currently on sale: "Collection of Dali · Three Towers of Chongsheng Temple", which restores the exquisite artistic value and heavy historical precipitation of the three towers of Chongsheng Temple. Among them, "Special style · Cangshan Snow Shadow" shows the beautiful picture of 19 peaks of Cangshan blowing snow on the three towers in winter, which makes the digital collection feel immersive.

开发数字藏品展现出景区在文旅融合、数字化转型等方面的新突破。目前，黄山、泰山、嵩山、华山、圆明园、台儿庄古城等多家景区已试水数字藏品，迈出探索的步伐，目前文旅数字藏品主要呈现形式以3D模型或3D动画为主。

The development of digital collections shows the new breakthroughs in cultural and tourism integration and digital transformation of scenic spots. At present, many scenic spots such as Mount Huangshan, Mount Taishan, Mount Songshan, Mount Huashan, Yuanmingyuan and Tai 'erzhuang Ancient City have experimented with digital collections, taking a step of exploration. At present, the digital collections of cultural tourism are mainly presented in 3D models or 3D animations.

中青旅研究院副院长葛磊向记者介绍：“文旅数字藏品最为突出的特点：一是有显著的文化属性，普遍有强大影响力的文化IP背书，发布数字藏品已成为文化传播的一个新渠道；二是追求线上线下联动，文旅数字藏品一般由景区或博物馆发布，为线下引流也是重要目的之一，如有些数字藏品同时也是数字门票。”

Ge Lei, vice president of CYTS Research Institute, introduced to the reporter: "The most prominent characteristics of the digital collection of cultural tourism: first, there are significant cultural attributes, generally have a strong influence of cultural IP endorsement, the release of digital collection has become a new channel of cultural communication; Second, the pursuit of online and offline linkage, cultural tourism digital collections are generally released by scenic spots or museums, for offline drainage is one of the important purposes, such as some digital collections are also digital tickets."

增添活力

Add vitality

数字藏品作为一种数字化文创新形态，更易于将传统文化以更年轻化的方式展现出来。圆明园今年推出的“创世徽章”“并蒂圆明”两款数字藏品，融合了多个圆明园代表性的文化元素，并以新颖的创意设计进行呈现。“创世徽章”正面为星河照耀的圆明园大水法，背面的清宫插屏画中是荷花与圆明园四十景之万方安和构成的夏日怡景，塑造了瑰丽的皇家园林气派。

As an innovative form of digital literature, digital collection is easier to show traditional culture in a younger way. The two digital collections launched by the Old Summer Palace this year, the "Trands Badge" and the "Juxtaposed Yuanming", combine several representative cultural elements of the Old Summer Palace and present them with novel and creative designs. The front side of the badge shows the flood of the Old Summer Palace illuminated by the stars, while the back side of the screen insert painting of the Qing Palace shows lotus flowers and the pleasant summer scenery of the Old Summer Palace, which creates a magnificent style of the royal garden.

北京第二外国语学院旅游科学学院教授冯凌认为：“数字藏品能够实现对文化遗产和自然景观的原真性复刻和艺术化展示，也便于对其进一步加工创造。中国多数旅游景区同时也是珍贵文化遗产或壮丽自然景观的富集地，利用信息技术对这些文化和自然遗产进行数字化复制、多媒体展示，有利于更直观地传扬中华优秀传统文化，也有利于景区高效传播自身印象，提高品牌知名度和影响力。”

Feng Ling, a professor at the School of Tourism Science at Beijing International Studies University, said: "Digital collections can realize the authentic reproduction and artistic display of cultural heritage and natural landscape, and facilitate the further processing and creation of them. Most tourist attractions in China are also rich places of precious cultural heritages or magnificent natural landscapes. Digital reproduction and multimedia display of these cultural and natural heritages by using information technology are conducive to more intuitive transmission of Chinese excellent traditional culture, but also help scenic spots to efficiently spread their own impressions and improve brand awareness and influence."

数字藏品是景区的衍生物，既可赋能传统文化，又能迸发新的商业能量。数字藏品不仅能观赏、可收藏，还能带动景区线上线下互动。购买“数藏大理·崇圣寺三塔”的收藏者可享受门票、索道、游船、购买文创产品等优惠。江苏镇江金山焦山北固山旅游景区近日推出首款数字藏品《游在镇江》，购买者可获得手绘数藏图、景区门票、酒店住宿、特色文创袋等礼品。

Digital collections are derivatives of scenic spots, which can not only empower traditional culture, but also unleash new commercial energy. Digital collections can not only be viewed and collected, but also drive the online and offline interaction of scenic spots. Collectors who buy the "Three Pagodas of Dali Chongsheng Temple" can enjoy tickets, ropeways, boat Tours and cultural and creative products. Beigu Mountain Scenic Spot in Zhenjiang, Jiangsu Province, recently launched its first digital collection, Tour in Zhenjiang. Buyers can get hand-painted digital collection, tickets, hotel accommodation, special cultural and creative bags and other gifts.

葛磊认为，数字藏品对景区的赋能有三：其一，创造数字化资产。文旅数字藏品是景区在数字化时代创造数字化资产的重要载体；其二，创新数字化体验。数字藏品可以为景区打造更多沉浸式、交互式的体验方式。其三，助力数字化营销。发行数字藏品也是景区营销的新形式、新玩法，有助于景区拓展线上的品牌影响力。

Ge Lei believes that digital collections can empower scenic spots in three ways: first, to create digital assets. Cultural tourism digital collection is an important carrier for scenic spots to create digital assets in the digital age. Second, innovate digital experience. Digital collections can create more immersive and interactive experiences for scenic spots. Third, help digital marketing. Issuing digital collections is also a new form and new way of marketing for scenic spots, which can help them expand their online brand influence.

未来可期

The future can be expected

景区正在悄然掀起数字藏品的热潮，数字藏品或将成为未来发展的重点。冯凌表示，对于景区而言，数字藏品在景区内的多场景、多媒体展示和至景区外的多渠道、多维度传播，是实现其价值的关键，这些方面还可进一步优化和发展。

Scenic spots are quietly setting off a wave of digital collections, digital collections may become the focus of future development. Feng Ling said that for the scenic spot, the multi-scene, multimedia display and multi-channel and multi-dimensional communication of digital collections outside the scenic spot are the key to realize their value, and these aspects can be further optimized and developed.

数字藏品为旅游业打开了传播推广的新窗口，打开了更大想象空间。同程旅行近日发布了“生态乡村”林渡暖村主题数字藏品，以数字化形式展现乡村的美好图景。同程旅行相关负责人表示：“作为积极拉近与年轻人沟通距离的尝试，同程数字藏品平台今年4月上线以来，取得了令人惊喜的效果。半年来，累计发售60款藏品，发布藏品数量突破1万件，吸引了数十万人次的用户参与。我们希望通过‘数字藏品+乡村振兴’系列的数字藏品，创新性地用数字艺术助力乡村旅游和乡村振兴产业的发展。”

Digital collections have opened a new window for the tourism industry to spread and promote, and opened a larger space for imagination. Tongcheng Travel recently released the "Ecological Countryside" Lindunuan Village themed digital collection to show the beautiful picture of the countryside in digital form. A person in charge of Tongcheng Travel said, "As an attempt to actively close the communication distance with young people, Tongcheng digital collection platform has achieved surprising results since its launch in April this year. In the past six months, 60 collections have been sold, and the number of published collections has exceeded 10,000, attracting hundreds of thousands of users to participate. Through the Digital Collection + Rural Revitalization series, we hope to creatively use digital art to boost rural tourism and rural revitalization industries."

当前文旅数字藏品的行业规范性尚存在盲区。葛磊建议，首先发行数字藏品需坚持“内容为王”，数字藏品本身应追求高品位，要值得被收藏；其次，景区数字藏品可与景区营销紧密结合，打造更多与年轻用户互动的新玩法；同时，可赋予数字藏品一定的公益属性，突出文化传播意义，为景区增加美誉度。

At present, there are still blind spots in the industry standardization of cultural and tourism digital collections. Ge Lei suggested that "content is king" when issuing digital collections. The digital collections themselves should pursue high taste and be worth collecting. Secondly, the digital collection of scenic spots can be closely combined with the marketing of scenic spots to create more new ways to interact with young users; At the same time, digital collections can be endowed with certain public property, highlighting the significance of cultural communication and increasing the reputation of scenic spots.

数字藏品或许是景区下一个风口，尽管当下尚不完善，但无疑它开创了一片蓝海，值得期待。

Digital collection may be the next outlet of the scenic spot. Although it is not perfect at present, it undoubtedly creates a blue sea and is worth looking forward to.