With the popularity of popular AI models such as ChatGPT and Midjourney, AIGC has gone from being a “distant future” to a “reachable present”. Under the influence of AIGC, the entertainment industry, including gaming, content creation, and cultural tourism, is expected to be one of the first industries to implement AIGC. Gao Zelong, the Vice Dean of the Metaverse Cloud Intelligent Research Institute at Beijing University of Technology, believes that as the public’s experience of cultural tourism consumption continues to improve and with the development of hardware and technology, the internet will inevitably enter a higher stage, and the cultural tourism industry will also generate more possibilities for innovation. Especially in the field of cultural tourism marketing, AIGC provides more creative solutions, better creative directions, and efficient solutions.
1. Pain Points and Challenges
Tourism promotional videos are an important marketing tool for domestic and international tourist destinations, especially in the era of mobile internet video dissemination. It is an important task for destination tourism organizations to regularly or irregularly produce and promote promotional videos on different themes for different customer groups.
However, creating a creative and valuable cultural tourism promotional video is not easy. In the traditional process, the production of a cultural tourism promotional video usually goes through three stages: pre-production planning, mid-term shooting, and post-production editing. Each stage has detailed division of labor, with a large number of professionals collaborating to advance the process. The process is complex, requires high level of expertise, has a long cycle, and is costly. For example, a certain city in China sparked a heated discussion online because the winning bid price for a tourism promotional video that was less than five minutes long was 3.48 million yuan.
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At the same time, whether it is the “routine genre” that showcases brand image through modularization or the “copy-paste genre” that imitates successful cases, it is difficult to make the video itself stand out in a society driven by traffic, making it difficult to attract attention and importance. This greatly weakens the possibility of the video going viral.
2. Solution Approach
Tourism promotional videos are generally “assigned compositions” with high shooting difficulty. Due to the constraints of target audience, objectives, and even themes, the creative space of the production team is limited. Especially for tourism promotional videos targeting young audiences, the difficulty is even greater. This determines that tourism promotional videos cannot stick to conventional methods and must have innovative ideas and approaches. By deconstructing the customer’s brief, focusing on creativity and design, and based on the personalized needs of the tourism destination, the purpose, target audience, and communication channels of the cultural tourism promotional video can be determined. Utilizing AIGC technology can help the production team efficiently obtain, process, and utilize large amounts of data, and can also automatically generate basic designs and copywriting. This achieves the generation of content from scratch, allowing professionals to concentrate their efforts on more top-level and valuable tasks such as exploring deep meaning and innovative combination of elements.
At the same time, the open AIGC technology gives users a great sense of autonomy and participation. The simple and easy-to-use features of content intelligence products increase the material’s ability to go viral, making “everyone an artist” a reality. Everyone becomes a disseminator of travel destinations, and a piece of content can generate an unlimited number of new works in different styles, further promoting the efficient dissemination of tourism promotional videos and improving the quality and effectiveness of communication.
For travel destinations, if users can always get magical and fun content, their travel marketing activities will become refreshing. AIGC-styled videos have obvious visual advantages over images. By understanding the aesthetic expectations of young people and using styled video effects as marketing tools, different user groups can be quickly matched, attention can be focused through out-of-the-box creativity, and user recognition can be successfully gained.
III. Case Studies
On March 26, 2023, at the opening ceremony of the 2023 Shandong Tourism Development Conference, a tourism marketing video produced by Hangzhou Wu Jie AI amazed everyone at the scene. This video quickly went viral on social media platforms such as “Study Xi, Strong Nation” and Weibo. This is likely to be the first domestic tourism promotional video in which “AI” has completed most of the content creation.
The video is titled “The Four Seasons of Laoshan in the Eyes of AI” and has a total length of 108 seconds. It presents the four seasons of approximately ten popular scenic spots in Laoshan, Qingdao. The video is rich in details, colorful in colors, and excellently produced, as if it were made by a master. People who have watched it might exclaim, “It’s a blockbuster!”
All the scenes in the entire video, including tea plantations, fishing villages, cherry valleys, bays, and mountains, were generated by AI drawing software.
With the support of AIGC, it took less than 3 days from project initiation to going live. Focusing on each image, excluding the creator’s ideation time, only a few seconds were needed. A 108-second stunning short film completed in 3 days. The efficiency and quality of AIGC are jaw-dropping.
IV. Expert Comments
With the improvement of data quality and dimensions, AIGC will also become stronger in content production and optimization. For the cultural and tourism industry, AIGC may have a significant impact on intelligent customer service, tourism marketing, cultural heritage protection and inheritance, and big data analysis, leading to business model changes in intelligent services, personalized customization, cultural and creative development, and other areas. Some practitioners are at the forefront of exploring AIGC’s applications in the cultural and tourism industry. However, at the current stage, artificial intelligence technology cannot completely replace human thinking and judgment. In some cases, human intuition is needed to make better decisions and creativity. Its service-oriented nature is greater than its creativity.
The most important thing is that artificial intelligence technology cannot possess human emotions and values, so it cannot completely replace human creativity in fields such as art and literature. Artificial intelligence will not stifle our creativity, it only defeats those unoriginal ideas that lack innovation.