Member Xu Jiuping： Generative artificial intelligence is becoming a powerful engine for the transformation of the cultural tourism industry.
With the in-depth implementation of the national cultural digitalization strategy, the pace of digital transformation of cultural industry and tourism is accelerating, and the integration of technology and cultural tourism has become a new industry trend. In his government work report, Premier Li Qiang of the State Council pointed out that China will carry out the "Artificial Intelligence Plus" campaign to build a digital industrial cluster with international competitiveness. In the cultural and tourism industries, what impact will the R&D and application of artificial intelligence bring? A few days ago, Xu Jiuping, member of Chinese People’s Political Consultative Conference and vice chairman of Chengdu CPPCC, was interviewed, and combined with the topic of digital technology empowering new cultural tourism, he looked forward to the prospect of technological empowerment represented by artificial intelligence promoting the long-term development of the cultural tourism industry.
Recently, the stunning appearance of Sora has once again aroused public concern about the wide application of artificial intelligence. For the cultural industry, Xu Jiuping believes that the AI big model represented by Sora is becoming a powerful engine for the transformation and change of the cultural industry with its unique advantages. "In different sub-sectors of the cultural industry, the application of artificial intelligence technology will show diversified characteristics. Some areas may usher in revolutionary changes, while some areas may only improve efficiency and experience, and cannot be generalized." Xu Yuping said.
In Xu Yuping’s view, as an important aspect of new quality productivity, artificial intelligence first has a huge impact on cultural production methods. Sora model can provide a brand-new content creation tool for cultural industry. Video can be generated quickly only by text input, and through continuous iteration, the model and visual presentation effect are optimized, which greatly reduces the cost and improves the efficiency.
Secondly, it brings changes to the way of cultural communication. Sora can be spread through various social media platforms, which will change the way traditional media spread and may give birth to new media forms. For example, virtual reality media, augmented reality media, etc., cultural communication in the future may make more use of social media platforms, thus expanding the audience.
In addition, this technology will also enhance the popular cultural experience. Sora can be used to create virtual reality (VR) and augmented reality (AR) experiences, which enhances people’s interactivity and immersion in cultural participation and greatly improves the experience effect. For example, visitors can preview their destinations without leaving home, or help museums and other institutions to create restored videos of historical scenes through generated video content, so that visitors can understand history and culture more intuitively and improve their interest and participation.
Talking about the relationship between science and technology and cultural tourism industry, Xu Jiuping said that he is very optimistic about the broad application prospect of science and technology in the cultural tourism industry. "At present, popular technical concepts such as big data, cloud computing, Internet of Things, artificial intelligence, virtual reality (VR), augmented reality (AR) and metauniverse have actually been applied in the practice of the cultural tourism industry." For example, Xu Yuping said that, for example, smart scenic spots based on big data, cloud computing and Internet of Things technologies have significantly improved tourists’ satisfaction in terms of tourist service, content marketing and emergency management. Based on artificial intelligence technology, hotel robots, online virtual people in scenic spots, digital tour guides and other services can improve efficiency and reduce the operating costs of cultural tourism enterprises; Based on virtual reality (VR), augmented reality (AR) and meta-cosmic technology, the immersive cultural travel experience and digital cultural exhibition have all become the punching points of scenic spots and museums in online celebrity.
"It can be said that technology has brought great changes to the cultural tourism industry, from content to service, from products to experience, bit by bit, compared with the traditional cultural tourism industry in the past, there is a’ quality’ improvement." Xu Yuping said.
Considering that the combination of technology and cultural tourism is still in the initial stage, Xu Jiuping admits that he still has some "worries" about the development of the industry. "We should correctly understand the role of science and technology, and avoid" only science and technology "or" pure science and technology "and lose the most important service and experience for the cultural tourism industry." Xu Yuping said.
Xu Jiuping said that it is necessary to avoid infringing on the privacy of tourists in the digital transformation. Nowadays, many scenic spots have been intelligently transformed, and many electronic service platforms such as small programs and apps have been installed, and some Internet platform enterprises have also been connected for joint sales. "On the one hand, we hope to break down system barriers, integrate data, avoid information islands and improve data use efficiency; On the other hand, it is also necessary to consider whether there are information security risks such as privacy leakage in data sharing. How to balance the boundary between the two and effectively manage the data still has a long way to go. "
Xu Yuping said that it is necessary to avoid the loss of service to tourists in the intelligent transformation. Nowadays, many hotels are using intelligent robot services, which reduces labor costs and improves service efficiency. However, in the cultural tourism consumption scene, tourists want to experience a more humanized service experience, especially for special groups such as the elderly, children and disabled groups. The service needs to be adjusted in time according to different scenes and needs. With the blessing of technology, how to balance the "speed" and "temperature" of service is a problem that cultural tourism practitioners need to consider.
Xu Yuping mentioned that it is necessary to avoid misunderstanding of tourists’ needs in the technological transformation. Many scenic spots blindly launched the "Meta-Universe Scenic Spot" and launched various immersive cultural tourism experience projects based on VR and AR technologies, but they did not consider whether their cultural tourism resources could support their development at all, nor did they make a reasonable analysis of the resources, resulting in a large number of "unfinished" projects. "Cultural tourism operators should accurately grasp the real needs of tourists, identify the core competitiveness of their cultural tourism resources, do a good job of integrating science and technology with cultural tourism in a targeted manner, and avoid blindly carrying out various digital transformation and intelligent transformation, leading to the dilemma of’ only science and technology’."
Xu Jiuping emphasized that in the face of the development trend of generative artificial intelligence in the West, enterprises and scientific research units in China have also made positive progress in the past two years, and developed many large models, forming a situation of "hundred models coming together" and "hundred models fighting". It is suggested that the state attach great importance to the strategic value of generative artificial intelligence, intelligent cultural creation and intelligent cultural tourism, strengthen policy guidance, concentrate resources on key research, and grasp the initiative of international competition.
(Image provided by the interviewee)