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Huanglongxi Ancient Town: Digital Transformation of Cultural Tourism
內容大綱
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?
學習目標
This case is designed for use in undergraduate- and graduate-level courses on information systems and management, particularly modules that discuss digital transformation, tourism management, and cultural tourism. This case exemplifies how an ancient town can enhance its competitiveness by establishing a smart cultural tourism system. After working through the case and assignment questions, students will be able to:<ul><li>understand the concepts and features of smart cultural tourism;</li><li>apply a smart cultural tourism system framework; and</li><li>employ big data thinking to advance smart cultural tourism.</li></ul>