Cover News Reporter Qin Yi Yang Jinzhu Intern Zhang Shiwei
At the beginning of 2024, there are countless hot searches for Harbin Xiti.
Tourists from all over the country flock to experience the unique ice and snow journey. According to Harbin Culture and Tourism, as of the third day of the New Year's Day holiday, Harbin has received a total of 3.0479 million tourists and achieved a total tourism revenue of 5.914 billion yuan. The number of tourists received and total tourism revenue reached historical peaks. In front of
, there is "entering Zi to catch the barbecue", and in the end there is "when you arrive at the shore, you feel like home". Netizens joked that it was finally Harbin’s turn to be rich and wealthy. Looking at the road to Harbin’s popularity, it is certainly due to the “right time, place and people”, but it is not difficult to find the path out of the circle. On January 5, cover news reporters interviewed cultural and travel industry experts for interpretation and analysis.
Harbin Ice and Snow World Panorama
Marketing has a sense of Internet
Focus on a fun and people-friendly
Along with Harbin, it is the nickname "Southern Little Potato" that has become a hot search.
At first, this was just a self-deprecation by southern tourists, but when tourists enter Harbin, the Northeast’s humor begins to be intuitively reflected.
Taking a bath turned into "shaving potato skins", "Little Potatoes" were treated like children and "kicked down" the big slide at Harbin Ice and Snow World, "Little Potatoes" could hitch a ride for free... Overnight, Harbin transformed Got to be "cute".
's thank-you letter from Heilongjiang to tourists at home and abroad is "Your propaganda has made many people in Heilongjiang 'can't fix it'. Your encouragement and support are truly appreciated!" Such language style - the public impression of Northeast China The image of a bold and honest man, chivalrous and courageous, and humorous is about to emerge.
In fact, this time Harbin Cultural Tourism is out of the circle, the main focus is to have a sense of the Internet. Previously, He Jing, director of the Heilongjiang Department of Culture and Tourism, said in an interview with the media that the explosion in Harbin was not accidental. The local area has been preparing for a year, including various online marketing, multi-dimensional through the Internet and new media platforms. For publicity, we especially invited leading cultural and tourism bloggers to attract traffic, such as thousands of people dancing to the disco, Sophia Church travel photography, and the Hongzhuan Street morning market. At the same time, we planned many high-traffic IPs, such as "Truant Penguin", "Heilongjiang in Singing", etc., and used these IPs to detonate Heilongjiang's tourism market.
The "frozen pear presentation" that locals joke about is also a reflection of tourists' thinking. "We pay very close attention to the messages in the comment area. Visitors can use whatever they need," He Jing said.
Yang Zhenzhi, a professor at the School of Tourism of Sichuan University and director of the China Leisure and Tourism Research Center of Sichuan University, believes that the popularity of Harbin this time is due to Internet memes and popular words. Words such as "Little Potatoes from the South", "Pleasing City Style" and "Erbin, you make me feel strange" are frequently searched. The culture and habits of the North and South are humorously displayed, full of cute contrasts. Language and society are formed in the context of tourism. Through interaction and mutual construction, the long-established public enthusiasm for tourism can be fully released.
National participation online and offline
The immersive tourism has full emotional value
Oroqen people lead reindeers on the Central Street, hot air balloons are launched on the Songhua River, symphony concerts are moved into shopping malls, and there are ice lantern art garden parties... for To catch this "overwhelming wealth", Harbin can be said to have come up with all kinds of special skills and "treasures" at the bottom of the box.
"Erbin", you make me feel strange - this joke from a local netizen in Harbin refers to the empathy towards tourists from the south. Harbin put sugar on the tofu nao, put frozen pears on the plate, and even borrowed a phoenix from Liaoning...it pampers tourists in a fancy way, making guests who come from afar feel at home.
In Yang Zhenzhi’s view, the local people’s fancy complaints have also brought unexpected publicity effects to Harbin. The reverse ridicule from his own family has captured the audience’s “novelty-seeking psychology” to a certain extent, making Harbin more down-to-earth.
Harbin citizens’ sense of participation not only online, but also offline has saved Harbin a lot of face. Countless citizens have volunteered to pick up and drop off passengers for free, which has improved the quality of tourists’ experience and given them emotional value during the immersive tourism process."Harbin's popularity is the result of the joint efforts of services, culture, food and people." Yang Zhenzhi said. Tourists also feel the charm, tolerance and infinite possibilities of this northeastern city through such diverse experiences.
Sincerity is the "nirvana"
Apology letter is the key to turning around the word of mouth
Harbin, which has become popular all the way, has not had a smooth start.
On December 18, the day when the 25th Harbin Ice and Snow World officially opened, some tourists said that they were unable to play the popular activities they wanted to play due to the long queue time. Someone on the scene shouted "refund the ticket". Subsequently, leaders of the Harbin Municipal Bureau of Culture and Tourism rushed to the scene to supervise the incident. Harbin Ice and Snow World publicly apologized, and the park made rectifications overnight, demonstrating its sincerity.
According to Tang Yong, a member of the Academic Committee of the Sichuan Provincial Tourism Society and a professor at the School of Geography and Planning at Chengdu University of Technology, this letter of apology is the key to turning around Harbin’s reputation and is also something that other cultural and tourism cities should learn from when encountering emergencies.
wrote in the apology letter, "The travel needs of some tourists were not fully met, and we deeply apologize for this. We deeply reflected on the poor service and made rectifications overnight."
also mentioned that in order to ensure the tourist experience, Harbin Ice and Snow World will improve the service quality of the scenic spot. "From now on, the entertainment projects in the park will adopt on-site queuing and delayed service methods, set up queuing information reminders, and remind tourists by time and section to meet the needs of tourists."
In Tang Yong's view, this is a relevant issue for Harbin City The department actively responded to negative public opinion and effectively improved the service quality of scenic spots and other effective measures to "turn crises into opportunities".
Expert advice:
How to change from "Internet celebrity" to "long-lasting popularity"
In Tang Yong's view, the "explosion" of Harbin tourism on New Year's Day in 2024 continues the domestic "south and north" migratory bird-style tourism during the short winter holidays in recent years. long-term characteristics. Taking New Year's Day in 2018 as an example, Harbin was shortlisted as the second most popular destination in Ctrip's travel booking data, second only to Sanya. This winter, Harbin’s ice and snow tourism has the potential to surpass the “island tourism” in the south. However, from a long-term perspective, Harbin’s attributes as an “ice and snow tourism” destination are subject to seasonal influences and will enter a cooling-off period as the climate warms.
From a spatial perspective, Harbin is the capital of the northernmost and easternmost provincial-level administrative region in China that can be reached by tourism flows under the "dual circulation" pattern of China's tourism economy. In recent years, Xinjiang and Gansu in the northwest and Yunnan, Guizhou, and Sichuan in the southwest have become popular tourist destinations for tourists. Therefore, the "Northeast fever" after "Northwest fever" and "Southwest fever" is an important manifestation of the reorganization of the spatial pattern of China's tourist destinations.
From this point of view, the explosion in Harbin has the meaning of "the right time, the right place and the right people". Tang Yong said that if the "25th Harbin Ice and Snow World" is an "Internet celebrity attraction" enthusiastically pursued by "Southern Little Potatoes" and "Potato Princesses", how to continue to attract southern tourists to experience the winter ice city is what Harbin created An important direction for international ice and snow tourism destinations.
He further mentioned that the acquisition of the "everlasting red scene" is beneficial to Harbin as an international ice and snow tourism destination. Therefore, following the "double cycle", taking advantage of the "ice and snow tourism", and leveraging the power of "traffic spread", it is expected to further consolidate China's "south-bound and north-bound" tourism flow pattern in winter.
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