Huanglongxi Ancient Town: Digital Transformation of Cultural Tourism
商品編號：W26299
出版日期：2021/12/13
再版日期：2021/12/13
商品來源：
商品主題：General Management/Strategy; Information Systems
商品類型：Case (Pub Mat)
涵蓋議題：Cultural tourism;Smart tourism;Digital transformation;Digital marketing
難易度：4 - Undergraduate/MBA
內容長度：21 頁
地域：China
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2021
Huanglongxi, a historic town in Sichuan Province, topped the list of “China’s Iconic Cultural Tourism Towns 2020.” In October 2017, Zhang Dafan, the executive director of the Huanglongxi Overseas Chinese Town Group (OCT), had led his team in initiating a smart cultural tourism project in Huanglongxi against the backdrop red-hot rivalry between China’s ancient towns. In just three years, the project had led to the remarkable transformation of Huanglongxi into a smart, award-winning ancient town. Unfortunately, the COVID-19 pandemic had left the tourism industry in limbo. To emerge from these difficult times caused by the pandemic, Huanglongxi the OCT had to assess how to strengthen the depth and breadth of its Huanglongxi’s smart cultural tourism construction offer in order to bring draw travellers back. How had Huanglongxi overcome the homogeneous competition it faced to develop into a unique, smart ancient town in 2017? Given the new challenges it faced, how could it do so once again?
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