Since New Year's Day in 2024, Harbin's cultural tourism market has continued to boom. According to big data calculations provided by the Harbin Municipal Culture, Radio, Television and Tourism Bureau, during the New Year's Day holiday, Harbin's tourist reception and total tourism revenue reached historical peaks.
The "fire" of "Erbin" "burned" all over the country from north to south: As Harbin's traffic "out of the circle", local cultural and tourism bureaus are not to be left behind, and they have used social media accounts to "make things happen". On January 12, Hebei Cultural Tourism Company quickly applied for a name change and threatened to become the "Volume King", which was the first step in the "involution" of Cultural Tourism. It posted 75 pieces of content.
Cultural tourism departments in various places followed Hebei Cultural Tourism and worked overtime to "crazily output" creative videos on official online accounts to promote local great rivers and mountains, cultural attractions, special food, etc. to the majority of netizens. The videos were updated frequently and in a variety of ways. The number is unprecedented, and there is even a trend of higher and lower. The majority of netizens enthusiastically participated in it, acting as "supervisors" and "strategists" and sparing no effort in making suggestions. "The National Bureau of Culture and Tourism is crazy" and other related terms have repeatedly been on the top of Weibo's hot searches.
Luoyang Longmen High-Speed Railway Station answers questions and gets diamonds. Screenshot of the picture from the official account of Henan Cultural Tourism Douyin
. During this wave of craze, cultural tourism accounts from all over the country have become popular. The "post-00s" style of relaxed, lively and interactive operation methods are welcomed by netizens. Some netizens ridiculed that "the cultural and tourism activities in various places are focusing on one thing that no one will laugh at." Relevant data from
shows that after many days of "mutual rolling", the number of Douyin followers of the Henan Provincial Department of Culture and Tourism has increased from 156,000 on January 10 to 1.575 million today, with an increase of more than one million followers, including a single day on January 13 The number of fans increased by more than 600,000; the number of fans of Hebei Culture and Tourism account increased from 456,000 to 910,000 on January 12; the number of fans of Shandong Culture and Tourism account increased from 1.439 million on January 11 to 1.662 million. In addition, Shanxi Cultural Tourism and Sichuan Cultural Tourism also gained nearly 100,000 followers in two days.
At this time, cultural and tourism directors from all over the country are undoubtedly the focus, and they are overwhelmed with all kinds of "rectification work". The Director of Culture and Tourism of Harbin danced the "Ghost Step Dance" in the Ice and Snow World, the Director of Culture and Tourism of Wulingyuan Scenic Spot in Zhangjiajie danced the "Maogus" version of Subject 3, and the Director of Culture and Tourism of Quzhou, Zhejiang personally performed on stage to perform "Wu Opera Face Changing", Hegang The director of culture and tourism started selling kebabs on the street...
However, behind the excitement of cultural and tourism "diversion" in various places, there are also "disharmonious voices".
Henan Department of Culture and Tourism warns "Henan Culture and Tourism"!
html On January 13, on multiple online platforms, some netizens posted a text message labeled "Single unmarried young men over 180cm tall are actively returning to the city to contribute to tourism and cultural work in their hometown" issued by the Henan Department of Culture and Tourism.On January 16, the Henan Provincial Department of Culture and Tourism issued a solemn statement on its official Weibo and Douyin accounts, stating that "Henan Provincial Department of Culture and Tourism" is the only official account name of the Henan Provincial Department of Culture and Tourism, and all other "Henan Provincial Department of Culture and Tourism" "The account names are all infringements and fraudulent uses. Please all accounts such as "Henan Culture Tourism" and "00 Henan Travel Recommendation Officer" stop infringement immediately. The Henan Provincial Department of Culture and Tourism always reserves the right to pursue legal liability!
The director of cultural tourism in western Hunan appeared on the scene to perform "corpse driving"?
According to the New Yellow River report, on January 16, a screenshot posted online sparked heated discussion. The screenshot showed that a suspected official account of Zhangjiajie National Forest Park posted a post with a video. Many people were wearing costumes used to drive away corpses in western Hunan. Some people even did movement of zombies. A text accompanying the update allegedly guided netizens to look for Peng Zhenhua, director of the Culture, Tourism, Radio, Television and Sports Bureau of Wulingyuan District, Zhangjiajie City, among the people playing the role of "zombie". A video on the
feed showed several "zombies" wearing black robes waving in the "zombie chaser" gestures, following the rhythm of the music, jumping forward and twisting left and right. The text of the video said: "The director you want is here! Whoever finds Director Peng Zhenhua first, you can choose the charming handsome guy from western Hunan."
In the afternoon of that day, Peng Zhenhua said in an interview with reporters that he would not adopt the method of "exorcizing corpses". Video promotion, but will try to promote Zhangjiajie in other ways. "It is not convenient to disclose the specific videos that will be shot now, so please stay tuned."
reporters noted that according to media reports, on January 15, Peng Zhenhua and actors from Zhangjiajie Charming Xiangxi transformed into "Maogusi" and danced the popular "Subject Three" to attract tourists.
The Director of Culture and Tourism is chopping bricks with his bare hands in order to attract tourists?
Recently, multiple self-media accounts used the same video material of "Man Splitting Bricks" and released them one after another with the title of "Director of Culture and Tourism" in Ningxia, Sichuan, Luohe, Henan and other places. On January 16, reporters verified that the man in the video posted online was not the director of culture and tourism, but a kung fu blogger with more than two million fans in Jinzhou, Liaoning.
On the evening of the 16th, Mr. Wang, the original author of the video, told reporters that he is from Jinzhou, Liaoning Province. He is nearly 50 years old and has been practicing Kung Fu for 20 or 30 years. The video was shot in 2022. “I have never been a director of culture and tourism. Farmers, they just move the video, it’s normal.”
“To do a good job in external publicity, you must also practice your internal skills”
In response to the phenomenon of “fancy work” on cultural tourism accounts in many places, the People’s Daily commented that Harbin’s popularity , cannot be separated from the help of the Internet, and it also stems from the continuous efforts of the local government to deeply explore tourism resources and optimize public services. 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. In the final analysis, "Internet celebrity cities" must rely on internal hard power; take a long-term perspective, act within your capabilities, respect the laws of the market, and solidly develop your internal skills. Only then can you become an "Internet celebrity" that can become popular and achieve healthy and sustainable development.
Sun Xiaorong, an expert member of the China Tourism Reform and Development Advisory Committee, said in an interview with China News Weekly that "Zibo Barbecue" has become popular in "Harbin". To become an Internet celebrity city, a city needs to have rich local culture and provide unique experiences; At the same time, it must be attractive on social media and win the recognition of young people; city services must reflect friendliness and thoughtfulness to build a friendly city; in addition, the trust and support of citizens are also important. Only by sharing between host and guest can a city-wide carnival be realized. . He believes that these four points are not only the foundation of a tourist city, but also the standards for self-examination of an Internet celebrity city.
Sun Xiaorong believes that when various places are crazily carrying out "fancy marketing", some provinces and cities that lack seasonal specialty products and difficult to guarantee service levels may face the phenomenon of "taking advantage of the situation and counterattack": the more publicity, the more certain shortcomings are exposed. , may also induce tourists to activate the "back-checking mechanism", bring back bad memories of the past, and launch a post-fall reckoning-style condemnation of the destination.
He said that provinces and cities should focus on the embedded content when doing promotional marketing. Otherwise, if you blindly pursue popularity, you may only be "hot" for a while, but will not be able to continue to "make a fuss". “Business and bustle are the development, business and consumption environments that cultural tourism should pursue,” said Sun Xiaorong.
(Observer Network integrates CCTV, China News Weekly, New Yellow River, etc.)
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