Picture source @Visual China
article | News and Tourism School
No one expected that the popularity of Harbin's "out of the circle" this time drove the new media operations editors of provincial cultural and tourism bureaus across the country crazy. From "Shouting Mai" to "Tactics of sea of questions", posting hundreds of short videos a day, no one can sleep "easily" in this "Volume King" battle.
The cause of this "big melee" among cultural and tourism bureaus across the country starts with the "hard-working" @Henan Provincial Department of Culture and Tourism. At first, when Harbin ushered in "wealth and wealth", the cultural and tourism bureaus in various places were relatively indifferent , while congratulating Harbin for finally becoming popular, they also gave each other some specialties that their families didn’t know about, and the atmosphere was harmonious and fun.
However, one day, the silent @Henan Provincial Department of Culture and Tourism posted more than 30 videos on Douyin in less than a day, and all of them recommended Henan tourism resources from different angles and in different forms, which shocked netizens , successfully gained hundreds of thousands of followers, and because of being too "diligent", the number of followers soon reached one million. As of the time of writing, the official account of @Henan Provincial Department of Culture and Tourism Douyin has more than 1.9 million fans.
After Henan Culture and Tourism succeeded in gaining fans through hard work, @Hebei Culture and Tourism, who was "forced" by his family to open a business, did not sleep anymore. After listening to the advice, he changed his name and started "crazy" output. From the initial pursuit of volume, posting videos to the "upper limit" of the Douyin platform, updating 75 posts a day, fighting until 2:30 in the morning, to listening to the suggestions of netizens, recommending "Handan Ancient City", "Warring States Robe", and "refuting rumors" The only delicacy in Hebei is Anhui beef noodles, and Zhao Liying, a star artist from Hebei, is promoted as a "platform" for promoting tourism in her hometown.
After a series of operations, @河北文lv also went from being criticized for not promoting it to "doing some promotion and pushing it all to Hebei people", and successfully created a "bloody road" to successfully increase its followers to one million levels, and it was not in vain for Hebei Cultural Tourism The editor cut off the computer and "smoked" it, wiped his eyes tiredly, and finally gained huge traffic.
Two out-of-circle cases are in front of us. The cultural and tourism bureaus in Shandong, Shanxi, Hunan, Hubei, Sichuan and other places are also unable to sit still. Whether they are rushing for quantity or playing with creativity, this "traffic" between cultural and tourism bureaus The "battle for battle" has finally begun.
According to incomplete statistics, in order to "seduce" tourists, the current tactics used by local cultural and tourism bureaus include but are not limited to "calling Mai", "beautiful man trap", "honey trap", and "shaking people (stars) to cheer" , "pay for help", "discounts at scenic spots" and even free, etc., we have rolled up all the places where we can.
Take "Shouting for Mai" as an example. According to statistics from some netizens (who are bored), 28 of the 34 first-level administrative regions in the country have finished shouting. The provincial-level cultural and tourism bureau's "Shouting for Mai" promotion has come to an end. The "Shouting Mai" with the market as the main body has begun to appear one after another, and there are new "Shouting Mai" to listen to every day. And the creator of the "My Surname is Shi" video, @Gu Xi, who should be called Mai Audio, even directly posted a video and showed it on the computer desktop. The computer desktop was covered with calls for "Mai" for various provinces and cities. It can be seen that the people who responded were all "urgent". live".
However, there are also netizens from provinces and cities who have not yet called Mai and left messages under his video content. If your own cultural and tourism bureau comes to you, you must refuse. There are also those who come to "accountability", among which Shandong netizens are the most dissatisfied. In the "Shouting Mai" video of Shandong Cultural Tourism, in order to show the friendship and intimacy with the three northeastern provinces, they directly shouted "My surname is Dong" instead of "My surname is Dong" "Mountain" was ridiculed by netizens to even change the name for the sake of popularity.
Of course, in addition to the number of videos and the innovative tricks of "rolling", disregarding the life and death of one's own cultural and tourism director has also become a major highlight of this "publicity war". As early as when
became popular in Harbin, some netizens called out the director of Harbin Culture and Tourism, who has unlimited fans, saying that the "little potato" from the south wanted to see the director challenge a Siberian tiger. Although this wish failed to come true, Wang Dianyou, director of the Acheng District Culture and Tourism Bureau, actually appeared on the stage of Harbin Ice and Snow World, leading the shuffling dance. From his flexible posture to his confident steps, he attracted many tourists. Watch and dance along.
Some netizens "commented" that from this director of culture and tourism, he can see the fighting spirit of being willing to do anything to make tourism in his hometown popular.As soon as this sentence came out, netizens from all provinces could not hold back their enthusiasm for showing off the "talents" of their own cultural and tourism directors.
Among them, some unconvinced Chongqing netizens said that their culture and tourism director can "drink a pot of hot pot bottom in one minute, and it is very spicy." Guangxi netizens said that their culture and tourism director can "cut 5 tons of sugar oranges a day";
Henan netizens claimed that their culture and tourism director can "plow ten miles of land in one minute"; Shanxi netizens also said that their culture and tourism director can "drink a hundred barrels of vinegar in one breath";
some Sichuan netizens directly made a big move, saying that Sichuan culture The brigade chief can "give birth to ten pandas in one breath"; Anhui netizens say that their cultural tourism chief is even more powerful and can "bungee jump off Huangshan Mountain without a leash"... The main character "can do anything" for tourists, attracting many cultural tourists. The directors were also "sweating profusely" and kept silent.
Joking aside, this wave of "drainage war" extended by Harbin's tourism boom has indeed allowed netizens to have a rare in-depth exchange with their own cultural and tourism bureau. Cultural and tourism bureaus in various places also behaved very down-to-earth. Not only did they “listen to the advice”, they also published their submission mailboxes and invited netizens to contribute their own content to promote the beauty of their hometowns in their own eyes and attract people of the same age to come and play “at home”.
From its intention to "imitate" Harbin and become the next Harbin, to exploring its own way out of the circle, the opening of 2024 in the cultural tourism market can really be described as lively and exciting.
According to the latest "2024 Spring Festival Tourism Market Forecast Report" released by Ctrip, under the "crazy" promotion of cultural tourism companies, the Spring Festival travel market is expected to usher in a new peak. As of now (January 13), the Spring Festival holiday (February) 9th to 17th) Domestic travel, outbound travel, and inbound travel orders all increased significantly.
The report specifically mentioned that "North and South residents exchange New Year's Eve" has become a travel trend. Judging from the ranking of popular domestic tourist destinations during the Spring Festival, Harbin's tourism popularity will continue from New Year's Day to the Spring Festival holiday. It will climb to fifth place in 2024. Sanya, Kunming and other cities in the north that are popular with tourists for winter vacations have also seen travel booking orders increase by more than 2 times and 6 times respectively year-on-year.
Some consumers told Wenlv that although the "crazy" marketing by cultural and tourism bureaus is currently very popular on the Internet and they read it with interest every day, the biggest factor that really determines whether to travel during the Spring Festival and where to travel is the cost. The question is, the Spring Festival is all about reunions. If you travel, it will also be a family trip, so you have to consider the budget that can be used for traveling during the festival.
According to the data released by Ctrip, taking air tickets as an example, during the Spring Festival, there are currently air tickets from Shanghai to Nanjing, Ningbo, Qingdao, Hefei and other places for as low as 200 yuan; there are two or three flights from Beijing to Xi'an, Shenyang, Luoyang, Hangzhou and other places. Air tickets cost 100 yuan; there are low-cost air tickets from Guangzhou to Shanghai, Changsha, Wuhan, Guiyang, Nanchang and other places for about 300 yuan, which is a good time for tourists who plan to travel.
However, some netizens reminded their cultural and tourism bureau that while "playing tricks to attract traffic", don't forget to clean up their own market and "seduce" tourists. The most important thing is to be able to provide good services and make tourists return satisfied. Otherwise, it would just be a nihilistic "fun" under the Internet. The real winner is to turn the "fans" attracted by the Cultural Tourism Bureau online into guests who go to the destination for offline "check-in" experience.
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