Research on the Design of Research Tourism Products under the

Background of “Internet Plus”: Based on RMP Model Analysis

Qing He

and Jingrong Sun

School Tourism and Social Management, NanJing XiaoZhuang University, Nanjing, China

Keywords: Research Tourism Products, Design, RMP Analysis, Animation Culture, Tongli Ancient Town.

Abstract: Taking The Tongli Ancient Town as an example, this paper analyzes the research tourism resources of Tongli

Ancient Town by using the RMP analysis model, quantitatively analyzes the market demand of research

tourism by using questionnaire surveys data, and on this basis, designs the research tourism products of

ancient town by combining Internet technology and animation culture. Present a more attractive design

scheme for "Animation IP+ Ancient Town" researches tourism products. The results demonstrate that: (1)

The intelligent cloud platform is conducive to real-time access to research tourism information, and

personalized customization of research tourism intelligent application scenarios are conducive to the

immersion experience of research tourists. (2) Integration of animation culture makes the research tourism

products more attractive. In the "teaching in fun", students' learning is turned from passive input to active

exploration for phased self incubation.

1 INTRODUCTION

As a new tourism product form and consumption

hotspot, study to tour has become the rigid demand of

parents' consumption view and education view after

the 1970s and 1980s and the "standard" of teenagers'

growth and development, which has attracted more

and more attention on domestic and foreign scholars

(Wang, 2019). "Several Opinions of the State Council

on the Reform and Development of Tourism" issued

on August 9th, 2014 pointed out the significance of

actively carrying out research tourism. On December

19th, 2016, 11 departments, including the Ministry of

Education, issued Opinions on Promoting Study

Travel for Primary and Secondary School Students,

requiring all localities to put study travel in a more

important position. Therefore, how to better and more

effectively conduct research tourism will become a

hot topic in the future development of tourism.

Research on research tourism at home and abroad

mainly focuses on research tourism product

development research (Wang, 2019, Sun, 2020, Li,

2019, Shen, 2020, Cao, 2019, Gao et al, 2020),

animation research industry integration research

https://orcid.org/0000-0001-7569-0243

https://orcid.org/0000-0002-2488-2824

(Zhang et al, 2019, Ding, 2015, Yao, 2020), research

tourism concept research (Zou, 2019, Wang, 2015,

Zhao, et al, 2015, Fang, 2019), research tourism

market research (Yang, 2019, Chen, 2020), research

tourism characteristics research (Ren, Ma, 2018, Xie,

2019, Wang, 2015), research tourists' psychology and

behaviour research (Chen, Xie, 2020, Zhou, Yu,

2020), etc. Animation industry and tourism belong to

the sunrise industry in the modern service industry,

the integration of the two can improve the

competitive advantage of the modern service industry

(Wang, 2019). Time development, technological

change, intelligent popularization and the big data era

are the general trend and the inevitable choice of life

convenience. The "Opinions on Deepening internet

plus Tourism and Promoting the High-quality

Development of Tourism" jointly issued by the

Ministry of Culture and Tourism, National

Development and Reform Commission and other ten

departments emphasize that Adhere to technology

empowerment, and further promote the digital,

networked and intelligent transformation and

upgrading of tourism. This paper takes Tongli

Ancient Town in Suzhou as a case, makes full use of

the convenience of the big data era, combines digital

He, Q. and Sun, J.

Research on the Design of Research Tourism Products under the Background of “Internet Plus”: Based on RMP Model Analysis.

DOI: 10.5220/0011182300003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 407-414

ISBN: 978-989-758-593-7

407

means and introduces animation culture, to design

and put forward innovative and feasible product

schemes of research tourism under the background of

"internet plus".

2 RESEARCH DESIGN

2.1 Case Introduction

The research and design case is Tongli Ancient

Town, Suzhou. Tongli Ancient Town, located in the

northeast of Wujiang District, Suzhou, Jiangsu

Province, is just an ancient town with a long history

and typical water town style. In 1980, it was listed as

one of the national scenic spots of Taihu Lake. In

1982, it was listed as a parochial cultural relics

protection unit, and in 1992, it was listed as a

provincial cultural relics protection town. In 2010, it

was rated as a domestic 5A-level scenic spot by the

National Tourism Administration. He has earned the

United Nations Habitat Environment Model Award,

2018 China Travel Word of Mouth List-Best

Destination Scenic Spot, China's Top Ten Attractive

Towns and other titles. On September 19th, 2020, at

the inaugural meeting of the Jiangsu Tourism

Association Research Branch held in Nanjing

Leichuang National Defense Education Base, scenic

spots such as Tongli Ancient Town are identified as

"Jiangsu Research Travel Base" (Wang, 2020).

2.2 Introduction of RMP Analysis

Model

In 1999, Mr Wu Bihu put forward the theory of RMP

analysis to solve the problems related to insufficient

effective demand and escape sequence of tourism

products, that is, taking tourism products as the

centre, making R analysis and M analysis, and based

on this, making P analysis as the product planning

model. The model is as follows (Wu, 2001). Using

RMP models to develop research tourism products,

based on the analysis of resources and market

environment, is conducive to shaping the product

image that meets the market demand, fully perfecting

the product concept system and enhancing the

popularity and influence of the product.

2.3 Questionnaire Survey and Analysis

To understand the market demand for research in

tourism, the author investigated the market demand

for research in tourism through online questionnaires

from April 12th, 2021 to April 16th, 2021. The

sample capacity of this questionnaire is 300, and 300

are recovered, with a recovery rate of 100%. After

data screening, the number of questionnaires

available for analysis is 286, and the effective rate is

95.3%. The questionnaire survey includes three parts:

basic information about researchers, research tourism

demand for researchers and research tourism demand

of "Ancient Town+Animation" of researchers.

3 RESOURCE AND MARKET

ANALYSIS

3.1 Analysis of Research Tourism

Resources in Tongli Town

Tongli Ancient Town is rich in research and tourism

resources. It is mainly divided into celebrity

memorial site resources (Wang Shaosong Memorial

Hall, Chen Qubing's former residence), museum

resources (Lize Girls' School, Tianyuan Cultural

Garden), theme exhibition hall resources (Gengle

Hall, Jiangnan Wedding Customs Exhibition, Songs

Wuyuan, Taihu Water Conservancy Exhibition Hall,

Historical Relics Exhibition Hall), cultural resources

(Wenxiang Reading Building, Family Style Family

Training Hall, Furutang) and humanities and art

resources (Gufeng Garden). Film production base).

The resources cover a wide range, fully reflect the

educational and ornamental value, and have profound

cultural heritage. For example, Lize

Women's School,

known as "the first exhibition of 5,000 years",

Furutang, as a clean and honest cultural viewing point

of "Perch Breeze", and Songs Wu Garden, which was

built for the permanent preservation of natural and

cultural heritage, all has research significance.

Figure 1: Distribution of research tourism resources in

Tongli Ancient Town.

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3.2 Research Tourism Market Demand

Analysis under the Background of

Big Data

3.2.1 Analysis of Demand Characteristics of

Research Tourism Market

The results of the questionnaire show (Table Ⅰ) that

100% of tourists have a positive attitude to research

tourism and are willing to travel through a team.

Tourists consider the attractiveness, degree of

innovation (29.72%), price (23.08%) and effective

(21.33%) of research products more. Tourists choose

amusement parks (77.62%), botanical gardens

(54.55%) and wetland parks (53.85%) to carry out

research tours, with 32.87% of tourists choosing to

conduct research tours in ancient towns. The main

way for researchers to obtain research information is

new media (34.62%), followed by traditional media

(30.77%), and the publicity of schools and

educational institutions can not be ignored (19.23%).

Short video APP, travel website and WeChat official

account are the main ways for tourists to obtain

information, accounting for 68.09%, 72.85% and

67.55% respectively.

Table 1: Statistics of research tourism market demand.

Sam

le attribute characteristic fre

uenc

ercenta

Consideration

factor

rice 66 23.08%

Time

Space

Innovation of products

Professional degree

Health issues

Effect

6.99%

11.54%

29.72%

5.24%

2.10%

21.33%

Carry out site

garden

old/ancient town

24.48%

32.87%

Amusement

222 77.62%

Celebrity memorial hall

museum

Revolutionary former site

revolutionary martyrs cemetery

Equal mountain landform area

botanical garden

wetland park

Ordinar

156

154

23.78%

20.63%

9.09%

5.24%

4.55%

54.55%

53.85%

5.94%

Access

traditional media 88 30.77%

new media 99 34.62%

Schools and educational institutions 55 19.23%

Recommended by friends and

relatives

Travel agency publicit

7.34%

8.04%

new media

Short video APP

Hot news

Tourism website

Shopping website

WeChat Subscription Accounts

Friends circle /QQ s

ace

128

137

127

68.09%

28.72%

72.87%

26.06%

67.55%

6.38%

3.2.2 "Ancient Town+Animation" Research

Tourism Demand Analysis

The results of the questionnaire show (Table Ⅱ) that

100% of researchers like watching animation, and

hope to interact with classmates and teachers on the

theme of animation culture during the study tour.

Combination methods of research tourism and

animation culture preferred by researchers are the

adventure, role-playing and film and television

watching, accounting for

80.07%, 75.15% and 85.31%

respectively. The animation theme preferred by

researchers is fantasy (74.13%), reasoning (81.12%),

comedy (67.83%), science fiction (62.24%) and

blood (58.74%) rank in the top five.

Research on the Design of Research Tourism Products under the Background of “Internet Plus”: Based on RMP Model Analysis

409

Table 2: "Ancient Town+Animation" Tourism Demand Statistics Table.

Willingness project Classification subitem frequency percentage

Watch animation

like 286 100%

dislike 0 0%

Animation theme

interaction

hope 286 100%

do not hope 0 0%

Combination of

animation and research

Cosplay

Watch film and television

Scene interaction

Guan Adventure

Atmos

here decoration

215

244

229

75.17%

85.31%

29.72%

80.07%

15.38%

Animation theme

preference

fantastic

reason

tap one's intellectual resources

action

comedy

take a risk

science fiction

warmblood

the plot of a play

cure

fight

inspire

Comic works

212

232

194

178

168

74.13%

81.12%

26.22%

22.03%

67.83%

9.79%

62.24%

58.74%

6.29%

4.55%

4.20%

7.34%

5.94%

4 PRODUCT DESIGN

4.1 Thoughts on the Development of

Research Tourism Products in

Tongli Ancient Town, Suzhou

This study takes contemporary middle school

students as the research object, selects Tongli Ancient

Town as the case, and uses animation culture that

contemporary middle school students tourists have an

interest in design. By using high-tech means, students

can learn from passive input to active exploration and

absorption through animation scene interaction, team

game, script killing and other forms. Students hatch

themselves in stages in the process of walking across

the border, improve their abilities, mobilize their

enthusiasm and flexibility, and enhance their sense of

experience.

4.2 Study the Design Principles of

Tourism Products

4.2.1 Epochal Principle

Highlight the characteristics of intelligence in the era

of massive data and use high-tech mean to enhance

tourists' perception and experience. Keep pace with

the times, make full use of the advantages of the

network era, effectively manage and mobilize the

research tourism resources, realize the ecological

closed-loop business resource service platform of the

whole industry chain of research tourism, realize the

digital transformation and generate the digital

economy.

4.2.2 Thematic Principle

Study tourism should draw up a definite theme,

otherwise, it will be disorganized. The choice of

theme can also better promote the study tour. The

selection of study tourism theme should be based on

the study object, which has individual differences and

needs targeted design to obtain effectiveness.

4.2.3 Open Principle

Nowadays, with the dynamic development of society,

the design of research tourism products should

consider openness and dynamics to improve the

flexibility of researchers' thinking. Study tourism is

not just a form of educational tourism but also a

simple "trip" and "tour". To show the most effective

results of studying tourism, it can be incorporated into

other industries to enrich its connotation and enhance

its influence.

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4.3 Design Scheme of "Anime Script

Killing" Plot Unlocking Research

Course

4.3.1 Research Courses to Design Scheme

(General Situation)

The course is arranged for two days and is launched

in the form of "research course+game interaction".

The specific arrangement is as follows (Table 3):

Table 3: Schedule of research courses.

Course category Course time course content

first day

morning Research course

8:30 Gather at Tianyuan Cultural Garden.

8:30-9:00

Exploring the Research Resources of

Museum (Tianyuan Cultural Garden).

9:30-11:30

Exploring the Resources of Celebrities

Memorial Site (Chen Qubing's Former

residence → Wang Shaoao Memorial

Hall).

afternoon Research course

13:30-15:00

Explore cultural resources (Wen Xiang

Reading Building → Jiafeng Family

Training Hall).

15:30-17:00

Explore the resources of humanities and

arts (Tongli Movie and Television

Production Base → Gu Feng Garden).

the next day

morning Research course

9:00 Meet at Songshi Wu Garden.

9:00-11:30

Explore the theme exhibition hall

resources (Songs Wu Garden → Taihu

Water Conservancy Exhibition Hall →

Historical Relics Exhibition Hall).

afternoon Research games. 13:30-17:30

Researching and learning games (use

the knowledge of researching and

learning scenic spots learned in two

days to obtain game clues and customs

clearance games).

4.3.2 Research Course Design Scheme

(Case)

 The studies tour is divided into two days. On

the first day of study and the next morning, students,

under the guidance of the study tutor, will study the

study course according to the schedule and content of

the study schedule (Table Ⅲ ) and make notes to

prepare for interactive answers to the game.

 The Commissioner will introduce the

unlocked research game course of "Script Kill" story

to all students. Explain the rules and regulations and

ensure that students know the requirements.

 Grouping. According to the total number of

researchers, each group is divided into groups, with

one leader and one safety officer (check the number

of teams at any time to prevent separation). The

number of each group should not be too much, and it

is advisable to have about 6-8 people.

 Getting the background introduction to the

plot. After completing the study task of the research

course, I got the background introduction to the initial

pilot, which was presented in the form of VR glasses

simulation scene. The case is as follows: One night,

Xiaohong returned to the classroom after training in

the dance room (at 18:15, when the school was over),

and saw classmates Xiaoming and Xiaofang coming

out of the classroom at the corner. After the two sides

said goodbye in surprise, Xiaohong returned to the

classroom. After entering the door, I found that a

certificate of honour on the wall of the blackboard

was damaged. This certificate belonged to Xiao

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411

Wang, and at this time, Xiao Wang had come home

to school. There was a pen on the ground in front of

this certificate, which Xiaohong picked up. At the end

of the simulation scene, the question arises: Who is

the one that damaged the award certificate? In this

process, researchers can mark and record events as

important nodes on blank paper, confirm the task

contents, clarify problems and then enter the starting

point of scenic spots.

 Researchers enter scenic spots, arrive at

designated scenic spots, select questions to answer or

complete special tasks in the scenic spots, and only

after the answers are correct or tasks are passed can

they obtain clues. Clue cases obtained are shown in

Table 4.

Table 4: Regional Attractions-Clues Cross Reference

Table.

scenic site/spot Clue type Clue content

Tianyuan

Culture Garden

Naked eye 3D

text

"The pen belongs to

Xiao Li, Xiao

Hong's deskmate."

Chen Qubing's

Former

residence

Vr glasses

After watching the

film and television.

Wang Shaoao

Memorial Hall

picture

Screenshot of

relevant monitoring

records.

Wen Xiang

Reading

Building

Vr glasses

After watching the

film and television.

Jiafeng Family

Training Hall

record

After listening to the

recording, I learned

that

Tongli Movie

and Television

Production Base

Naked eye 3D

text

"Xiaohong went

back to the

classroom because

of falling things

before entering the

dance room, and

there was no one in

the classroom at this

time."

Gu Feng garden

Naked eye 3D

text

When Xiaohong

picked up the pen,

Xiao Li entered

through the back

door.

Songshi Wu

Garden

Holographic

image

Fingerprint

comparison on pen.

Taihu Water

Conservancy

Exhibition Hall

picture Chat screenshot.

Historical Relics

Exhibition Hall

multi-media

After watching the

film and television.

 Determine the answer. Who is the damaged

person? [Suspect options: A. Xiaohong B. Xiaoming

C. Xiaofang D. Xiaoli E. Xiaowang] After analyzing

all the clues, the team determines a target answer,

which cannot be changed after confirmation.

 Ending. After all the groups are operated, the

correct answers will be announced, and a winning

group will be decided, which can be used as small

actors to rehearse and record the background plot in

the next script.

4.3.3 Intelligent Application of Study

Tourism Schemes

 Naked-eye 3D: Achieve stereoscopic vision

effect without external tools. The parallax barrier

device is used to display three-dimensional cartoon

characters or cartoon scene images, which are put into

Tongli Ancient Town with decoration to create an

atmosphere full of a sense of science and technology.

 Multi-media: the integration of multiple

media, and the man-machine interactive information

exchange with the storage and management of

various information by computer. You can place

pictures, words, data or play audio and video for

researchers to click and watch by themselves.

 Artificial Intelligence (AI): Including robot,

language image recognition, natural language

processing, etc. Give the robot animation image,

place it in a venue for a task point, and organize the

implementation of the research course of researchers.

 Virtual reality (VR): The computer

simulates the virtual environment, giving people a

sense of environmental immersion. Play an important

role in the plot unlocking research curriculum

designs. VR glasses show the theme plot and trigger

the progress of each link.

 Holographic image: The technology of

recording and reproducing the real three-dimensional

image of an object by using interference and

diffraction principles. Fully display the next task

points information or animation image scene layout

in the interactive game, which is vivid and realistic.

4.3.4 Animation Scene Layout of Research

Course Scheme

Select representative animation to invest in the scene

layout of the research and tourism development site.

Animation integrated into this study tour takes the

following five animations as examples:

 Big Fish Begonia: it belongs to the fantasy

adventure. The girl "Chun", who is in charge of the

law of all things in the world, was killed in the 16-

year-old world tour. The human boy fell into the deep

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sea and lost his life to save her. To repay the debt,

"Toon" helps the boy to be reborn as the soul of a

small fish, which violates the law and causes various

disasters. The difficulties are finally overcome, and

the boy is finally reborn.

 Detective Conan: the category is reasoning.

Kudou Shinichi, the hero, became Conan because he

was drugged by the black hand organization. He

stayed with his childhood friends and used his superb

reasoning ability to solve an unsolved case. Become

a detective.

 Doraemon: It belongs to science fiction.

Doraemon, a cat robot from the 22nd century, was

entrusted to return to the 20th century and used the

thought pocket props to help the great grandfather of

Shixiu (elementary school student Nobi Daxiong)

solve various difficulties.

 Bear haunts: the genre is comedy. Tell the

story of the forest keeper Xiong Brothers fighting

bravely with the lumberjack Logger Vick to protect

the forest.

 "Naruto": The type is blood. The story of

Naruto Uzumaki, the hero, is growing up in the

struggle with conspiracy to become Huo Ying.

5 CONCLUSIONS

Research tourism is an instructive form of tourism,

and research tourism resources are the support of

research tourism products. At present, with the rapid

development of research tourism, there are many

problems, such as single product form and lack of

attraction, insufficient utilization of resources and

lack of education, improper rendering of atmosphere

and lack of experience, unclear positioning of

audience groups and lack of pertinence, etc. It hinders

the vigorous and sustainable development of research

tourism.

Taking Tongli Ancient Town as an example, this

paper analyzes the research tourism resources of

Tongli Ancient Town by using the RMP analysis

model, quantitatively analyzes the market demand of

research tourism by using questionnaire surveys data,

and on this basis, designs the research tourism

products of ancient town by combining Internet

technology and animation culture. Present a more

attractive design scheme for "Animation IP+ Ancient

Town" researches tourism products. Under the

general background of "internet plus", using VR, AI,

multimedia and other technical means, we can

personalize the application scenarios of research and

tourism wisdom, build a cloud service platform for

research and tourism, and update the research and

tourism information on real-time by using the

technology of the times. It is more attractive to

integrate animation culture in ancient town studies of

tourism for product development and design, which

meets the tourism needs of study objects and

promotes the comprehensive and harmonious

development of students' bodies and minds in the

process of "entertaining". In addition, this research is

reproducible, and a diversified selection of animation

themes has a positive effect on guiding the

popularization of research in tourism.

ACKNOWLEDGMENT

The research is supported by the Culture and Tourism

Project of Jiangsu Province (20YB33), Social

Science Application Research Project of Jiangsu

Province (20SYB-100), University Philosophy and

Social Science Research Project of Jiangsu Province

(2020SJA0472).

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