Huanglongxi Ancient Town: Digital Transformation of Cultural Tourism

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Case

Reference no. W26299

Subject category: Knowledge, Information and Communication Systems Management

Authors: Ning Su (Ivey Business School, Western University); Yang Chen (Southwestern University of Finance and Economics); Qi Song (Western University); Si Shi (Southwestern University of Finance and Economics); Carol Hsu (The University of Sydney)

Published by: Ivey Publishing

Originally published in: 2021

Version: 2021-12-13

Length: 21 pages

Data source: Published sources

Topics: Cultural tourism; Smart tourism; Digital transformation; Digital marketing; Information systems; General management/strategy

Share a link: https://casecent.re/p/182113

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Abstract

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?