Guiding principles

From then on, he has continued to present two online sessions a day at the museum.

As he eased himself into the new role, his presentation skills and interactions with his audience became increasingly better.

In two months, the numbers of his followers had surged to 500,000.

It didn't take long before some internet influencer companies approached him with business propositions offering him internet hosting jobs.

However, Cao turned them down.

"I always consider my primary role to be that of a tour guide," Cao says, adding that all the honors he has received are a result of his job.

"I know my place and I wouldn't compare myself to an influencer. The livestreams and the tours are a happy medium," he adds.

In Cao's opinion, an increasing number of Chinese tourists are no longer satisfied with the old-fashioned routine, where they get on a bus and just go sightseeing and take photos.

"They want to know the historical and cultural context behind the attractions, and learn the stories behind the cultural relics," Cao says.

He says that, thanks to the relaxed pandemic prevention measures, he has witnessed firsthand the desire for travel that has been pent-up over the past three years. Online tours played a positive role in satisfying the public's need for cultural interpretation, as has been proven by the great enthusiasm of Cao's more than 920,000 followers.

In his livestream on the Douyin platform, the number of his online viewers exceeds 40,000.

Many of his online fans have come all the way to seek his services for an in-person tour through the historical site.

Ping Anpeng is one of Cao's followers and recently booked his guide service at the museum.

"I've been to the Palace Museum many times, but Cao's explanations reveal so much more than I noticed before," Ping says.

"I took my child this time and we both had a fun and rewarding trip," Ping adds.

Despite the return to normal, pre-COVID services, Cao says he will continue producing his online tours.

"The development and prosperity of the livestreaming and short video industry has brought more convenient channels for the general public to obtain information," Cao says.

"Riding on the rapid wave of development in social media, the culture and tourism industry has also undergone many changes, and we should embrace it," he adds.