In March, the warmth accompanied by the arrival of spring, but the tourism industry fell into the situation of "spring cold", since the end of February, the tourism market has entered a new round of contraction, and the epidemic in many places is still the core factor affecting the tourism market. According to the statistical results of the domestic tourism sampling survey, in the first quarter of 2022, the total number of domestic tourists was 830 million, a decrease of 194 million or 19.0% compared with the same period in 2021. The influence of short videos in scenic spots in March has weakened compared with the previous month, but the influence of short videos in Tibet has not decreased and maintained a high momentum.
First, the list data
The monthly list of the top 100 brand short video influence of scenic spots was developed by The Maidian Research Institute, which aims to interpret the influence of scenic spots in the field of short videos through data, and formulate strategic plans for scenic spots to enhance brand development empowerment. The following is the exclusive release of the "Top 100 Scenic Spot Brand Short Video Influence List in March 2022" by Maidian Research Institute.
This month, The Potala Palace Scenic Area in Lhasa, the Lijiang Ancient City Scenic Area in Lijiang City, and the Summer Palace ranked among the top three, and the West Lake Scenic Area in Hangzhou, the Emei Mountain Scenic Area in Leshan City, the Nanga Bawa Peak, Nan'ao Island, the Yuelu Mountain Orange Island Tourism Area in Changsha City, Hunan Province, the Palace Museum, and the Mazu Cultural Tourism Zone on Meizhou Island in Putian City, Fujian Province, entered the top ten of the list. There are 40 new scenic spots on the list, including Ningbo Botanical Garden, Taihaoling Scenic Area, Enshi Grand Canyon Scenic Area in Enshi Prefecture, Dongtian Wonderland Tourist Resort, Yaowang Valley Tourism Resort, Hefei Sunac Park, Shanghai Disney Resort, Wumeng Grassland, Nanchang Sunac Park, Jiyuan Yellow River Three Gorges, Guangzhou Sunac Cultural Tourism City and other scenic spots.
Second, the list analysis
Distribution of the top 100 list of scenic spots in MVI: 4A-level scenic spots have the largest number of top 100 lists, and 5A-level scenic spots have high short video influence
From the perspective of the number of 4A-level and 5A-level scenic spots to which the scenic spots belong, the number of 4A-level scenic spots is the largest, 51, which is 9 less than last month; the number of 5A-level scenic spots is small, accounting for 41%, but it is 6% higher than last month; from the perspective of the scenic short video influence index, the influence of short videos in 5A-level scenic spots, 4A-level scenic spots and other scenic spots has declined compared with last month, and the influence of short videos in 5A-level scenic spots is higher. From the perspective of 5A-level scenic spots, the largest number of historical site-type scenic spots (19), mountain-type scenic spots (6), small-town scenic spots (5) and landscape-type scenic spots (4), accounting for 82.93% of the total number of 5A-level scenic spots. From the perspective of 4A-level scenic spots, the largest number of scenic spots accounting for the largest number of historical sites (9), popular science scenic spots (6), mountain-type scenic spots (6), theme park-type scenic spots (5) and cultural performing arts scenic spots (4), accounting for 58.82% of the total number of 4A-level scenic spots.
Regional distribution of the top 100 scenic spots MVI list: The southwest region has the highest influence of short videos, and the influence of short videos in the Tibet Autonomous Region far exceeds that of other provinces
From the perspective of the number of regional distributions, East China has the advantage of rich tourism resources, and the number of top 100 lists is the largest, a total of 36, followed by the southwest region (22), accounting for 58% of all regions, more than half, and the northwest region (2 companies) has a small number of entries; from the short video influence index, the southwest region ranks first with 405.66, and far exceeds other regions, followed by North China, the number of entrants and the overall short video influence are better. From the perspective of East China, the largest number of theme park scenic spots (7), historical site scenic spots (6), town-based scenic spots (5), science popularization scenic spots (3) and mountain-type scenic spots (3).
From the perspective of the distribution of provinces and cities, the top five provinces and cities in the top 100 list are: Zhejiang Province (10), Beijing (9), Sichuan Province (9), Jiangsu Province (8), Henan Province (7). The top five provinces and cities in the short video influence index are: Tibet Autonomous Region (886.60), Beijing (479.65), Fujian Province (475.49), Hunan Province (430.07), and Guizhou Province (379.38).
Third, the interpretation of subdivision dimensions
Number of short videos
This month, the average number of short videos in each scenic spot in the top 100 list is 943.3, the main channels of short video marketing in each scenic spot are Douyin, Xiaohongshu, Kuaishou, etc., of which the number of short videos from the Douyin channel is the largest, and the number of short videos in the Potala Palace scenic spot in Lhasa is the largest, with a total of 11068, of which the number of Douyin videos is 9255, the number of Kuaishou videos is 808, and the number of Xiaohongshu videos is 1005. The official account of the Lhasa Potala Palace Scenic Area in Douyin has 44.8w fans, which has received a total of 84.7w likes, and the operation content is to reveal the story of the Potala Palace in Lhasa.
Number of likes
This month, the average number of short videos in each scenic spot in the top 100 list was 240,000, of which the number of short videos from the Douyin channel was the largest, the number of short videos in the Emei Mountain Scenic Area of Leshan City was the largest, a total of 2.564 million, of which the number of Likes of Douyin was 2.173 million, the number of likes of Kuaishou was 349,000, the number of likes of Xiaohongshu was 42,000, the official account of Emei Mountain Scenic Area of Leshan City was 8.9w, a total of 43.7w, and the main operating content of the official account was Emei Mountain Scenery.
Number of comments
This month, the average number of short video comments in each scenic spot in the top 100 list is 28,000, the main channels of short video marketing in each scenic spot are Douyin, Xiaohongshu, Kuaishou, etc., of which the number of short video comments from Douyin channels is the largest, and the number of short video comments about Yuelu Mountain and Orange Island Tourism Area in Changsha City, Hunan Province, has a total of 183,000, of which 175,000 are Douyin videos, 5162 are Kuaishou videos, and 2440 are Xiaohongshu videos. The content of the Orange Island Tourist Area is mainly tourism guides, blogger recommendations, photo guides, etc.