Recently, with the popularity of tourism in Harbin, cultural and tourism departments in various places have used social media to "fancy activities". Hebei and Jilin Culture and Tourism changed their names "on persuasion", Henan and Shanxi Culture and Tourism updated videos late at night, Inner Mongolia and Chongqing Culture and Tourism invited celebrities to endorse... The culture and tourism departments worked hard to encourage and enthusiastically showcased the great rivers and mountains and special delicacies, and the frequency of content updates was extremely high. The height and the number of tricks made netizens call them "crazy".
In the traffic era, attention is a scarce resource. From the former director of culture and tourism appearing on the scene to endorse, to now using online platforms to "take advantage of marketing", cultural and tourism departments in various places take the initiative to go online and promote in a local way, which helps to bring traffic and attention, and reflects the work consciousness. Transformation and innovation in working methods. According to reports, Rongjiang County in Guizhou has incubated more than 12,000 new media accounts, cultivated more than 2,200 online live broadcast marketing teams, and achieved massive online exposure. This is why the "village super" has become a legend. It can be seen that in the Internet age, we need to have network awareness, audience awareness, and innovative methods to reach people's hearts, move people's hearts, and gain applause.
The official account of Henan Culture and Tourism posted 20 to 30 videos a day and 112 videos in four days. It showed off its own cultural and tourism resources and gained nearly a million followers in a few days. Image source: Guangming.com
But amid the excitement, some "cold thinking" is also needed. In the final analysis, the cultural tourism industry is all about products and services. From the early opening of the Ice and Snow World, to the introduction of free round-trip "subway ferry tickets", to the establishment of a "no overnight" mechanism to deal with problems, Harbin's popularity is inseparable from the help of the Internet, and it also comes from the local government's deep exploration of tourism resources and optimization Continuing efforts in public service. Some places mosaic promotional videos, use "beautiful man tricks", and even "edge". Is it possible that they use too much force or even go astray? Although traffic is important, it cannot lead to "traffic first"; the development of cultural tourism needs eyeballs, but it cannot lead to "eyeball economy". Only by solidly improving various facilities, improving the business environment, improving service quality, and laying a solid foundation can we catch the "wealth and wealth" brought by marketing.
More importantly, you can "copy the homework" in marketing and publicity, but the cultural tourism industry will definitely not be able to just "copy the homework". Instead, you must insist on seeking truth from facts and work hard to explore and highlight your own advantages and characteristics. Xi'an innovatively displays historical and cultural resources such as Tang poetry and Qin Opera; Wuzhen carefully protects its unique residential water pavilions, old house deep alleys, and boat fist shadow puppets; Chongqing relies on the Yangtze River Cableway, Liziba Light Rail, Hongyadong and other landscapes to create an "8D Magic City" image , the secret of the long-term prosperity of these tourist destinations lies in amplifying their own advantages, showing their own strengths, and achieving differentiated development. If you fall into the homogeneous competition of thousands of cities, even if you can become "popular" on the Internet, it will inevitably be short-lived in the end.
relies on the Internet to create city business cards and city IPs, which not only bring about the development of tourism and service industries, but soft power and popularity can often be transformed into opportunities for industrial development. "Propaganda is to attract traffic, drainage is to promote investment, investment is to enrich business formats, and enriching business formats is to promote economic development." The words of a local cadre revealed the good intentions of many places striving to become "Internet celebrities". However, when shaping and promoting a local image, we must also consider the input-output ratio. We must not only care about face but not content, and we must not only focus on form and means but not on connotation. Thinking about those cases where huge sums of money were spent on building strange buildings to attract attention in order to create so-called "cultural landmarks", but in the end they turned into nothing but chicken feathers and caused huge waste, it is not difficult to get this revelation: In the final analysis, "Internet celebrity cities" are We also need to rely on our internal hard power; we must take a long-term view, act within our capabilities, respect the laws of the market, and practice our internal skills in order to become a long-lasting "Internet celebrity" and achieve healthy and sustainable development.
