Participatory Workshop on Service Design and Field Survey of Shijingshan Cultural Scenic Area
On the afternoon of March 14th, teachers and students of the graduate program "Service Design Special Research" at Tsinghua University were led by Professor Fu Zhiyong from the Information Art Design Department of the Academy of Fine Arts to hold a participatory workshop in Shijingshan District and conduct on-site research on cultural and tourism projects. The event is fully supported by the Culture and Tourism Bureau of Shijingshan District and the Qidi Star (Shijingshan) Base.
At 2:00 pm, a participatory workshop on "Service Design Research" with the innovative theme of "Cultural Tourism Metaverse" was held at the Shijingshan District Cultural Center. Ms. Tang Ming, Secretary of the Party Group and Director of the Culture and Tourism Bureau of Shijingshan District, Beijing, Ms. Shao Xiao, Deputy General Manager of the Inspiration Star (Shijingshan) Base, and guest guides from the cultural and tourism management department, cultural and tourism research, and metaverse technology participated in this workshop.
The workshop was hosted by Teacher Fu Zhiyong, and Director Tang Ming gave a launch speech. She hoped that each group of students could create practical and feasible design solutions with the support of experts in the field, and contribute wisdom to the development of cultural and tourism in western Beijing, which is characterized by its mountainous and urban areas.
Teacher Fu Zhiyong introduced the workshop theme, process arrangement, and expert student grouping situation. This workshop will present a phased insight plan for each group, inviting industry experts and relevant stakeholders from Shijingshan to participate in the discussion of the plan. Through participatory workshops, gather collective wisdom and create a service system with shared benefits from the perspectives of different cultural and tourism experienced individuals. This course focuses on the transformation from service content to experiential value, and utilizes metaverse creation tools to achieve creativity and validation.
Four groups of students created user profiles based on family tourism, backpack enthusiasts, travel experts, and digital nomads, and looked forward to the future through design and service design tools. During the participatory workshop, each group of students used the printed design manual and illustrated text to introduce the current stage plan to the experts in their group. At the same time, experts in various fields within the group also provide professional advice to students based on their own experience, and provide rich practical cases to inspire and deepen plans.
After gathering expert opinions and revising the plan, four groups of students reported the results of this workshop in sequence. The first group of students integrates the needs and resources of travel experts and Shijingshan, creates opportunities, and jointly creates a Shijingshan metaverse cultural and tourism platform, attracting more travel experts and promoting the sustainable development of Shijingshan tourism. The second group of students is a digital nomad group, providing route planning and integrated recommendation functions for food, accommodation, transportation, and office, creating a metaverse scene that combines online and offline experiences of Shijingshan cultural tourism. The third group of solutions aims to provide a playable and learnable solution to the current problems of limited parent-child interaction, single educational mode, and unclear path planning and guidance signs in family cultural tourism. By constructing an AR interactive guidance platform based on the unique IP of Shijingshan, families can truly experience the historical and cultural charm of Shijingshan while traveling, and further deepen their understanding through interaction and fun games. The fourth plan is to explore the cultural and tourism resources in the Shijingshan area of Beijing, and design a digital product and metaverse service platform that provides backpackers with functions such as guidance, information integration, and strategy sharing. Director Tang Ming and Teacher Fu Zhiyong respectively gave comments, pointing out the shortcomings and innovative points of the plan, and pointing out the direction for students to optimize the subsequent plan.
Finally, the course teachers and students invited experts as external support to continue participating in the innovation of the plan. This participatory workshop ended with a group photo as a souvenir.
After the workshop, the course teachers and students, led by experts from the Cultural and Tourism Bureau, went to iconic cultural and tourism scenes in Shijingshan District, such as the ancient architectural complex of Shougang Park in Shijingshan, the Modekou block, and the Fahai Temple. Under the introduction of cultural and tourism experts, the students experienced the splendid and charming ancient architecture, stone carvings, murals, and the scenery of western Beijing in China, and were amazed by the handicraft skills of craftsmen 600 years ago. At the same time, it also deeply reflects on the inheritance of Winter Olympics culture and the revitalization plan for industrial heritage protection in Shougang Park.
Through this in-depth cultural and tourism experience activity in Shijingshan, students and local experts discussed and exchanged ideas, making each group's plans more comprehensive and strengthening their implementation. The on-site investigation of cultural and tourism scenes also provides first-hand information for the completion of subsequent creative solutions, allowing students to re-examine the creativity and feasibility of the solutions from a first person experiential perspective. The results of this course will also be presented at this year's Shijingshan Cultural and Tourism Metaverse Future Exhibition, where more comprehensive and practical proposals for cultural and tourism metaverse experiences will be presented.
Teacher Fu Zhiyong stated that in the future, the Shijingshan Cultural and Tourism Talent Block Project will be carried out to explore and build industry standards for digital innovative talents in Shijingshan cultural and tourism, and to create a highland for innovative talents in Shijingshan cultural and tourism. By continuously developing distinctive cultural and creative products in Shijingshan, actively building a benchmark for the integration of cultural and tourism in Shijingshan, and contributing to the upgrading of the cultural and creative industry in Shijingshan District.
Four groups of 12 master's students, 2 postdoctoral fellows, 6 design doctoral students, and 12 guiding guests from management, cultural tourism, and technology from Tsinghua University participated in this participatory workshop. Among them, cultural and tourism management experts include Liu Fengying, the director of the Shijingshan District Museum, Li Wei, the person in charge of the Gujianqun Cultural Heritage Office, Ren He from the Cultural Relics Department of the Shijingshan District Culture and Tourism Bureau, and Guo Qi from the Development Planning Department of the Shijingshan District Culture and Tourism Bureau; Cultural and tourism experts include Tao Jun, Deputy Director of the Fahai Temple Cultural Relics Preservation Institute, Zhu Longbin, member of the Shijingshan District Political Consultative Conference, Miao Tian'e, Senior Researcher of the Shijingshan District Cultural and Tourism Bureau, and Wei Haitao, staff member of Fahai Temple; Experts in the field of metaverse include Zhao Chenfei, CEO of Beijing Kaibo Technology Co., Ltd., Zhao Tianqi, founder and CEO of Beijing Liwei Dimension Technology Co., Ltd., Li Zhihao, head of web3 social products, and Wei Danhe, Manager of Digital Assets Department of Beijing Virtual Moving Point Technology Co., Ltd.
The course "Special Research on Service Design" is based on the concept of "Metaverse as a Service", focusing on the construction of cultural and tourism scenarios and exploration of service models in the Web 3.0 era, focusing on the transformation from content to value, and utilizing metaverse creation tools to achieve and verify. The metaverse has created new experiences and social spaces that can connect the world, virtual identities, creator economies, and decentralized organizational forms, bringing new opportunities for innovation in cultural tourism, intangible cultural heritage, and cultural creativity. In the cultural and tourism metaverse, on the one hand, it reproduces and displays cultural content from a global perspective, interacts with creators and daily life, and on the other hand, uses Web 3.0 and creative technology to promote the transformation of digital assets, drive regional economies, and achieve dynamic management of digital economy and sustainable development.