Disney Pictures has created countless classic cartoon characters, with billions of huge fans around the world, the emergence of Disney theme parks has become a dream factory for people to round the "princess prince", and the emergence of various original IP cartoon character idols has completed the psychological wall of the film to reality.
The fiscal revenue of Diqing Prefecture in Yunnan Province more than ten years ago was only 30 million, and after the earth-shattering "Shangri-La" big idea, the number of tourists increased by 10,000 times in ten years! Dali's creative "Wind Flower Snow Moon", just an advertising word, makes Dali a holy place for the world's literary and artistic youth to wash their hearts, which is the power of creativity.
First, "seeking common ground" is a big taboo
Before the tourist attractions have not been taken seriously, the maintenance of major tourist attractions is dependent on the government, although the later private bosses have joined the tourism development industry, approval and planning still have to pass the officials, the thinking of the official field is to seek the same, and the thinking of the mall is to seek difference, in the shopping mall competition, only highly differentiated, different to have the opportunity to survive. This contradiction makes the development direction of tourist attractions wrong from the beginning.
<<< images are from the web
We often see a scenic spot that needs to develop the three-plate axe process of the previous decision-maker: investigation, learning, and imitation. First organize people to investigate similar projects that have been done well nationwide, and then copy and copy the so-called "take its essence to remove its dross", and finally the whole thing is exactly the same, which is the thousand views of the national scenic spot caused by the same thinking, which is completely the realistic version of the lyrics "We seem to have seen it somewhere", completely losing the charm of tourism and the competitiveness of the market.
"Why do tourists have to come?" Where is the core selling point of the scenic spot? Does the positioning of the scenic spot match the specific planning? These most important decision-makers do not consider, but blindly care about whether the gate is grand enough, the boardwalk is spacious enough, the lighting project is not bright enough, the reception center is not grade enough, etc., and the "self-appreciation" that does not stand in the perspective of tourists can only be exchanged for the flow of passengers in the end.
Only by thinking deeply about consumers and the market can we do a good job in tourist attractions. Many people tell you that the gate should be built like this, and the parking lot should be repaired like this, so that you can develop the tourist attraction like a tourist attraction, but who stipulates that the "tourist attraction" should look like this? Your energy and funds should be placed in places that are not like tourist attractions, which must be where tourists will come to pay for it!
Second, "creativity" is the soul
In 2016, Shanghai Disneyland opened, people all over the country with their own castle princess dreams to experience childhood, the first year of Shanghai Disney net income of nearly 10 billion, the year to recover investment, the momentum is very good! China's richest man said at the time: Because of Wanda's presence in the tourism industry, Disney will not make money for twenty years! But from the current point of view, this sentence is indeed a slap in the face.
In 2017, Wanda sold 77 hotels and all 13 cultural tourism projects to R&F and Sunac, announcing the end of Wanda's tourism industry, due to the lack of creativity.
Each project of Wanda Tourism City is an investment of tens of billions, which is very large, but there are some ideas... It's hard to put into words! Referred to as PPT-style "set of templates" plus landmarks "lian lian look", Guangzhou Wanda City is a kapok flower, Nanchang Wanda City landmark building is a ceramic jar, Wuxi Wanda City is a purple sand pot, Harbin Wanda City is a curling, Hefei Wanda City landmark is a flower drum...
In 2016, Disney's global revenue reached $55.6 billion, more than the three Giants of China's Internet BAT combined. What supports this century-old enterprise crazy seconds China's Internet enterprise? The first is creativity, the second is creativity, and the third is creativity.
Disney Pictures has created countless classic cartoon characters, with billions of huge fans around the world, the emergence of Disney theme parks has become a dream factory for people to round the "princess prince", and the emergence of various original IP cartoon character idols has completed the psychological wall of the film to reality. Wanda Tourism City, on the other hand, has the same amusement equipment, and does not understand that the soul of tourism competition lies in creative planning!
The fiscal revenue of Diqing Prefecture in Yunnan Province more than ten years ago was only 30 million, and after the earth-shattering "Shangri-La" big idea, the number of tourists increased by 10,000 times in ten years! Dali's creative "Wind Flower Snow Moon", just an advertising word, makes Dali a holy place for the world's literary and artistic youth to wash their hearts, which is the power of creativity.
<<< images are from the web
New definition of "travel"
As people's lives get better and better, the cost of travel is getting lower and lower, you will find that even if the annual May 11 holiday is crowded out of the side or a large number of travelers, that is to say, people have a strong desire to travel, this desire is to be able to experience a kind of withdrawal from the real conventional state of life, whether it is a student party or office workers or freelancers, they all hope to feel different things, different cultures, different scenery, different lifestyles and so on in a journey. That's what travel really means.
However, many scenic spots, have not yet captured the change of the times to bring people the update of tourism concepts, do not stand in the perspective of travel consumers blindly developed, "what fire to do", net red boardwalk, net red bridge, net red light exhibition, travelers waste time and waste energy through most of China, just look at the same net red scenic spots, can not be bad? In this way, the phenomenon of "menkoro finch" is easy to explain.
In today's society's new definition of travel, all travel enthusiasts are still feeling and exploring together, and the planners of tourist destinations should have more advanced business sensitivity than travelers, and respond to this change in time to quickly occupy the market.
Of course, this preference is not untraceable, in fact, we can see some clues from the development of variety shows, why are slow variety shows such as "Longing for Life", "Chinese Restaurant", "Dear Inn", "Can't Forget the Restaurant" more and more popular with everyone? Probably we all hope to find a little peace in the strange fast-paced life, and feel the most authentic self after tearing off the label of life. Slow down and go to life, maybe it is the trip you yearn for.
In the daily operation and management of tourist attractions, its management system, product system and service system constitute the three core systems, which are important factors for the sustainable development of tourist attractions.
Fourth, the management system is the guarantee
The management system is the guarantee of the operation and management of the entire scenic spot, which usually consists of three levels: management mechanism and structure, management system and implementation.
1. Management mechanism and structure. Rationalizing the management mechanism of the entire scenic spot, implementing the separation of the three rights of ownership, management and operation, establishing an operation and management team in accordance with the modern enterprise system, adapting to the needs of marketization, and minimizing excessive administrative intervention are the primary conditions for realizing the scientific management of tourist attractions; At the same time, tourist attractions should set up a reasonable and streamlined management structure and internal departments according to their own resources, work development and other needs, and try to achieve a flat management structure, which is conducive to the timely transmission and implementation of tasks.
2. Tourism scenic spot management system. "No rules, no squares", perfect scenic spot management system, clear reward and punishment regulations and measures, is conducive to standardizing the words and deeds of employees, fully mobilizing the enthusiasm of employees, and realizing the standardized and refined management of scenic spots. When formulating the system, the opinions of the majority of employees should be solicited, the scientific and rationality of the system should be enhanced, and the system should be ensured not to be separated from the actual situation of the scenic spot, so as to manage people and affairs with the system; At the same time, the system formulated cannot be changed overnight, and it is necessary to maintain a certain long-term stability.
3. The third is the implementation of the system. If you only have a sound system and no strong implementation, you will not be able to achieve good management results. In the daily management work, the implementation of the system should be regarded as an important routine content, the employee's familiarity with the system and the degree of implementation should be one of the contents of the employee assessment, encourage employees to consciously abide by it, regularly report the implementation of the system, and carry out warning education with violation cases, so that the system is majestic and binding.
Tourist attractions in terms of management is mainly divided into three main aspects of enterprise internal management, tourist service management and operation management, on the whole, the current development of enterprise management direction is relatively perfect, tourist services with the increase in supervision in recent years has gradually received attention, and scenic spot operation has always lacked the corresponding attention and tools, for the operation and management of scenic spots should gradually switch perspectives, increase operational dimensions to strengthen the operational efficiency of scenic spots.
<<< images are from the web
Fifth, from the overall operation of scenic spots to the operation of refined projects
In addition to the overall operation status data of the scenic spot, the status data of each operating project within the scenic spot is collected to achieve visual management of each project, and the relevant operation management personnel can view the status of each project in real time to realize the refined supervision and operation of the scenic spot for each project.
Sixth, from post-event management to in-event management
Improve the processes of each project in the scenic spot, realize the information management of each project process, avoid excessive human participation in the supervision process, and ensure the compliance of each project in the operation process with information work; at the same time, the operation personnel can view the operating status of each project in real time, and adjust the operation work in a timely manner through real-time status display, so as to avoid untimely management during the event and affect the tourist experience and the daily management of the scenic spot.
Seventh, from departmental package assessment to individual assessment
Decompose the assessment of various departments and projects of scenic spots, conduct personal assessment for scenic spots-related services and management personnel with project operation as the core, set up assessment processes, and realize quantifiable and visualized assessment of scenic spots.
VIII. Change from experience-guided operation to data-guided operation
The operation data of each project in the scenic spot is presented in a refined manner, the guiding opinions on the operation of the scenic spot are sorted out, and the existing operational experience is converted into operational guidance through data, so as to realize the visual operation of the scenic spot supported by data.
<<< images are from the web
Ninth, data is the most real and effective basis to support the operation and management of scenic spots
According to the information flow - business flow - data flow - application flow of the information system construction architecture, for the scattered projects and industries (eating, living, traveling, traveling, shopping, entertainment) data integration (including tourist data, resource data, service personnel data, sales data, etc.) within the scenic spot, through the data for reasonable resource scheduling, manpower arrangements, in order to better operate the scenic spot.
Gui Qianhong, a national rural and cultural tourism expert and trader of river cultural tourism, believes that the future of China is a big tourist country, the future of Chinese tourism is mass tourism, the future tourism market is a high standard of demand, and the future era of tourists need the legs of mountaineers, the hearts of artists, and the mouths of speakers. Tourists must achieve refinement of product development, detailed team services, and festive market operations. Tourists need to have an aesthetic height, a breadth of culture, and a depth of science when examining every tourism element. In order to do this, it is impossible without the craftsmanship of the big country and the spirit of the big country craftsman. Doing tourism requires the spirit of craftsmen and craftsmen of big countries, and it needs international thinking, localization actions, and branding strategies. To examine and observe every tourism project, we must have a high position, a high starting point, high standards, high specifications, big vision, big strokes, big plans, big ideas, new thinking, new ideas, new ideas, new ideas. Be condescending and "high above the earth."
At present, the tourism industry is facing transformation and upgrading, and tourist attractions are also facing the development trend of gradually shifting from traditional sightseeing to sightseeing, leisure and vacation complex, focusing on shifting from resource endowments to more in line with market demand, scenic spots from homogenization to characteristic upgrading, single ticket economy to diversification of revenue models. How to adapt to the new situation and the new normal has put forward new requirements and challenges for the current operation and management of tourist attractions, and the operation and management of tourist attractions have begun to enter specialization, standardization and refinement from extensive.