Research On The Market Development Strategy Of Project D Metaverse Cultural Tourism Products

As an emerging form of industry,digital cultural tourism embodies the four characteristics of "infinite resources,boundless time and space,diverse identities,and data-driven." The metaverse shares the same four characteristics as digital cultural tourism.The essence of cultural tourism metaverse is based on blockchain technology as the core foundation at the hardware level,and actual natural or cultural tourism resources as the basis at the content level,to "immersive research and development" of cultural tourism products and "immersive construction" of cultural tourism scenes.Huangshan City,as an international tourist city with many natural and cultural resources,seized the opportunity of the digital economy and took the lead in layouting the digitalization of cultural tourism industry,generating a batch of new digital cultural tourism projects.As new cultural tourism consumption experiences such as smart scenic areas,VR/AR applications,and other new scenes become widely known to the public,how to use metaverserelated industry chain technology to give D project designed and developed metaverse cultural tourism products core competitiveness,make more online and offline tourists interested in Huangshan tourism know and use them,obtain new digital cultural tourism experiences,and achieve success in product promotion,are the key issues that D projects must focus on researching and solving.This thesis reviewed and studied the existing research achievements and theories in the industry,analyzed the current situation and problems of Huangshan’s digital cultural tourism industry,and used PEST model and Porter’s five forces model to analyze the market environment faced by the D project,summarizing the many challenges faced by D project product development.Through a survey of 465 questionnaires,the research obtained insights into users’ digital cultural tourism experience and consumption behavior characteristics,their understanding of Huangshan tourism resources and World Heritage scenic routes,their motivations for visiting Huangshan,their functional requirements and willingness to use metaverse cultural tourism products.The ultimate goal is to find the segmented market and target user profile for D project’s metaverse cultural tourism products,and understand the specific experience needs of users when using the products.The research analysis showed that the main audience for D project’s metaverse cultural tourism products is young people aged 18-35,categorized as curious tourists,and the target market is selected based on the STP theory as young foreign and local tourists with a certain demand for new technology and tourism experiences,and various outdoor interest communities.Finally,based on the 4P and 4C marketing theories,the thesis proposes suitable market development strategies for D project’s metaverse cultural tourism products.In terms of product development combination strategy,it is based on developing an online and offline integrated metaverse interactive operation platform,complemented by designing digital collections based on IP scenes.Secondly,in the product experience service strategy,a brand experience based on Huangshan’s natural and cultural IP resources is established to enrich user consumption experience with new scenes.Finally,in the target user communication strategy,brand IP crossborder joint promotion is the main focus,and digital media is used to spread product in a threedimensional manner.In terms of research innovation,the thesis proposes innovations in the form and content of metaverse cultural tourism products,and new ideas for the integration of online and offline platform business models and cross-border promotion.These are all helpful in clarifying the professional division of labor in the metaverse cultural tourism industry ecology and industry chain upstream and downstream,stabilizing the structure of Huangshan’s digital cultural tourism industry,generating new economic value for products,and developing new business models and scenes for Huangshan’s World Heritage Huangshan Tourism Scenic Route,driving new tourism consumption trends,and better exploring the integration and development of metaverse digital space and Huangshan tourism industry.