In 2024, the cultural tourism market will continue to "boil".
From "Erbin" to "Four Provinces of Mountains and Rivers", from netizens voluntarily "supervising" to cultural and tourism departments "listening to advice" online, cultural and tourism bureaus in various places are "soliciting customers" and making strange tricks frequently, hoping to use "splashing the sky" Catching the "flooding wealth".
Why are cultural tourism companies in various places so hardworking? What is the real "traffic password"? What’s more worth thinking about is, after the traffic “ebbs”, will the sustainable path out of the circle become clearer?
Cultural and tourism companies from all over the country are "fancy attracting guests"
"Frozen pear presentation", "Artificial moon", "Pegasus on the ice"... In this ice and snow season, Harbin's "pampering" of tourists has made it a "top" tourist destination .
During this New Year’s Day holiday, the unfamiliar “Erbin” achieved a record tourism revenue of nearly 6 billion yuan. The 2024 Spring Festival travel market forecast report recently released by Ctrip shows that Harbin travel booking orders during the Spring Festival increased by more than 14 times year-on-year.
The "overwhelming wealth" suddenly made cultural and tourism departments in various places "unable to sit still", and they began to "copy their homework" and follow Harbin's lead in extending an olive branch to tourists from all over the country.
first "Shout Mai". Directors of culture and tourism from many places went to Harbin Central Street, brought local specialties and recorded videos to invite tourists from all over the country. Some even dressed up as "White Deer Fairy" and distributed frozen pear juice to tourists. "Whether they are tourists from the north or their own children, they all need to pet".
Shandong, Henan, Gansu, Jiangsu and other places have also created "My last name is..." cultural and tourism promotional songs, using magical music and brainwashing lyrics to "smash the screen" of short video platforms.
is "listening to advice" again. A netizen left a message saying, "I want to see handsome guys in flying fish suits in Luoyang." Luoyang's cultural and tourism department quickly organized a professional performance team to interact with pedestrians at train stations and subway stations.
Henan's cultural and tourism department launched a "sea of title tactic" by posting dozens of short videos a day, attracting nearly a million new fans, and many netizens took it upon themselves to "supervise" the work. Shanxi Cultural Tourism and Hebei Cultural Tourism, which "listened to the advice", also "crazyly exported", and Hebei Cultural Tourism set a daily video record.
Subsequently, cultural and tourism departments in many places invited various traffic stars to "help their hometowns score points", triggering a new round of attention. In addition, Beijing's Old Summer Palace sent "An Lingrong" to play ice games, Hebei's Taihang Wuzhi Mountain specially designed a "Monkey King" to feed, and Liaoning's Fushun showed a super-long snow track to swim with dragons...
Have "powerful fans" of cultural tourism in various places increased the popularity of tourism? ?
Ctrip data shows that searches for tourism products increased in many cities, and the search index for domestic routes during the Spring Festival increased by more than 170% year-on-year. Many scenic spots in Henan and other places have also taken advantage of the situation to officially announce free tickets, discounts and other activities to further stimulate tourism consumption.
This wave of craze not only makes the tourism market more active, but also mobilizes more people's enthusiasm for participation. On the Internet, from new media operations to public services, from exploring unique culture to improving consumer experience, netizens have provided suggestions for the development of cultural tourism in various places, exploring how to stabilize the "wealth that pours into the sky". What market consensus will
reshape?
From the director of culture and tourism to the department of culture and tourism, culture and tourism in various places have broken through the circle. This not only shows the new changes in marketing methods in shaping cultural and tourism brands in various places, but also reflects the new trends in the current tourism consumption market.
The Spring Festival holiday is approaching, consumers are more enthusiastic about traveling, and tourism promotion has also entered a window period.
Shen Jiani, a senior researcher at the Strategic Research Center of Ctrip Research Institute, pointed out that the domestic tourism market is currently accelerating its recovery, and how to attract tourists and convey local characteristics is particularly important. The cultural tourism department, which is familiar with cultural tourism resources and wants to seize opportunities to develop the industry, has taken the lead and tried every means to promote local cultural tourism characteristics.
Han Yuanjun, an associate researcher at the China Tourism Academy, believes that "ambient consumption" has quietly increased in recent years. Many people may take a quick trip because of a concert, an event, or an exhibition.
According to many experts in the communication field, new media platforms provide cultural and tourism departments with the opportunity to directly communicate with tourists. Tourists also put forward personalized needs. Two-way communication and responsive interaction make tourists feel "respected" and even "pampered". ”, which invisibly stimulates the interest of “going for a visit”.
Experts in the field of cultural tourism said that young people have become a new force in cultural tourism consumption, and extensive promotion on mobile devices can effectively increase the exposure of cultural tourism products. Compared with the traditional one-way output marketing method, online publicity is low-cost and popular, and the uncertainty of netizen interaction may bring high traffic returns.
Han Yuanjun believes that the development of cultural tourism plays a great role in boosting local comprehensive benefits.
Tourism image is an important reflection of a city's image. Cultural and tourism departments in various places are actively promoting it. In addition to displaying local tourism resources, it can also actively promote industrial investment. For example, Henan Zhecheng is the "City of Diamonds", Heilongjiang has cranberries, and Sichuan is rich in caviar, etc., all of which have refreshed many people's perceptions amid waves of exits.
In addition, the “competition” of cultural tourism in various places is also constantly reshaping the market consensus: the essence of tourism is the exploration of the unknown, the love of life, and the nostalgia for nature and humanity; hard operation may “start with appearance” , but more importantly, we must "respect talent", rely on sincerity and strength to attract fans, and provide tourists with an experience that is truly profound and culturally rooted in body and mind.
Let "Internet celebrities" become "long-lasting" service is always king
The cultural tourism industry is an important starting point for restoring and expanding consumption at the moment, and plays a significant role in promoting economic recovery and boosting development confidence.
Previously, the Central Economic Work Conference proposed that new consumption growth points such as entertainment and tourism should be actively cultivated. It is still unclear whether the efforts of cultural tourism in various places can continue to stimulate the tourism market, but this wave of "cultural tourism boom" will undoubtedly provide a good start for consumption growth in 2024.
However, as various places want to "get a piece of the pie", content that imitates the trend but fails to highlight local characteristics is emerging in an endless stream. The homogeneity is serious and it can easily lead to aesthetic fatigue. Industry insiders believe that differentiated products based on local characteristics and cultural heritage can form competition barriers. Some netizens even bluntly said: "Not robbing customers and improving service is the way to go!"
Industry insiders said that "fancy customer solicitation" in various places has brought new market opportunities to the development of the cultural tourism industry chain, and tourism industry companies should take the initiative to cooperate with Cooperate with cultural and tourism departments, scenic spots, hotels, etc. to jointly develop tourism products with local characteristics to achieve mutual benefit and win-win results. Each tourist destination should improve food, accommodation, transportation, travel, shopping and other services in details, iteratively upgrade cultural tourism products through the interaction with tourists and netizens, promote increased investment in social capital and merchant services, and form a virtuous cycle.
"The cultural and tourism department cannot be complacent because of local short-term popularity. What is more important is to do a good job in back-end 'quality control'." Song Changshan, an assistant researcher at the Jiangsu Provincial Institute of Culture and Art, said. If "overtaking on a curve" turns into "overturning", the public opinion storm will affect the long-term tourism image. Experts at
said that for ordinary cities, if they want to improve their city brand and win the favor of talents and investments, they need to think about how to transform from "Internet celebrity" to "long-term popularity" and turn "traffic" into "retention".
Song Changshan suggested that on the basis of improving the tourism public service system, combined with its own resource endowment, it should empower scenic spots with characteristic culture and create high-quality, diversified and personalized "hard-core" cultural tourism products. "The offline tourism experience depends on whether the entire tourism industry chain is complete and whether management is in place. This cannot be achieved by just shooting short promotional videos."
text/He Leijing
photo/Visual China
editor/Ni Jianing
(Xinhua News Agency)
