Under the thick yellow sand wall, a red-clad "woman hao" general has worn a sword, and his eyes are full of sassy heroic posture when he looks up; The plateau Silk Road cultural corridor, where rivers and lakes heroes gallop on the vast snowfield; The spring breeze in the hometown of the Yan Emperor is smooth, and the literati and ink tourists wander the mountains and forests to enjoy the smoke...
Recently, the directors of cultural and tourism bureaus across the country have entered the ranks of "inner roll", using all their strength to "cross-dress" to speak for their hometowns, and quickly broke the circle with the help of various Internet communication platforms.
In the past, there was Sichuan Daofu County Cultural and Tourism Bureau Director Deze Dorji playing cosplay, playing astronauts, galloping across the snowy plateau, incarnating as King Gesar, and later there was Heilongjiang Tahe County Cultural and Tourism Bureau Director Dubo more than minus 20 degrees, wearing the Orunchun patriarch's skirt in the snow to speak for the "frozen people" in his hometown, and Henan, which has a rich cultural tourism resource background, how can he watch the battle from the sidelines? In people's anticipation, Liu Jiehua, director of the Anyang Municipal Bureau of Culture, Radio, Sports and Tourism, turned into China's first female general "Women's Hao" and enthusiastically promoted it at the "Chinese Character Capital Anyang" Hongqiqu-Yinxu Cultural Tourism Promotion Conference held in Beijing.
Cultural and tourism directors (from left to right: Liu Hong, Du Bo, Xie Wei)
The short video witnessed the directors of the Cultural and Tourism Bureau coming out one after another, with countless fans, and also witnessed the rapid recovery of the tourism economy. The tourism industry, which has been dormant for three years due to the epidemic, has ushered in new opportunities for development, and the directors who have spoken for their hometowns through short video "cross-dressing", although wearing heavy makeup and grand appearances are a bit "face-consuming", but they have also brought tangible benefits to the people - in addition to stimulating local tourism, some cultural and tourism directors have taken advantage of the explosive popularity to sell local agricultural products by the way, and even created new jobs for the local area.
However, the "cross-dressing" video has also attracted some controversy, and "personal hype propaganda" has always existed in the comment area of these popular videos, and some netizens questioned the personal propaganda of the bureau chiefs in the video for too much space, saying that they used public funds to take photos. In response, Du Bo, director of Tahe Cultural Tourism, responded, "New media platforms have special operating rules, and if they only show beautiful scenery, they will not attract fans. Today, the video views promoting Tahe County have reached more than 900 million, which is a gift for Tahe. ”
Whole team: "The Immortal Inner Scroll of the Director of Culture and Tourism"
If you trace back to the earliest "circle-breaking" tourism promotion ambassador, Litang Ding is really a name that cannot but be mentioned. In a short video in November 2020, "Kangba Hanzi" Ding Zhen accidentally became popular on the Internet because of his innocent and simple smile, becoming a "new top stream", but he was not an ordinary Internet celebrity short-lived, but became a tourism ambassador of Litang County, contributing to local tourism and making Litang a tourist attraction.
As the most important part of the cultural tourism industry, how to arouse people's yearning for a certain place is always a problem that cultural tourism workers should think about. In the era of short videos, the traditional scenery-based publicity method, the influence has gradually weakened, the "Internet celebrity" effect and the prevalence of personal IP have made people have made efforts in the Internet side of publicity, and today's "Internet celebrity" director boom can also see the current change in cultural tourism public officials and local tourism marketing concepts.
Since 2020, He Jiaolong, then deputy county magistrate of Zhaosu County in Xinjiang Uygur Autonomous Region (now deputy director of the Cultural and Tourism Bureau of Ili Kazakh Autonomous Prefecture of Xinjiang Uygur Autonomous Region), became famous through the "Cema Xueyuan" short video, and many bureau directors have also joined the tide of "cross-dressing", whether it is Liu Hong, director of the Ganzi Prefecture Cultural and Tourism Bureau in Sichuan Province, in 2021, the dashing and freehand "cross-dressing" between the plateau landscapes, or the 2022 Xie Wei, director of the Suizhou City Cultural and Tourism Bureau in Hubei Province, incarnated as a warrior under the ginkgo tree in a " Regardless of the beauty of netizens' lives and deaths, "dressing up ugly out of the circle" all represent that a new marketing road for cultural tourism in various places has been opened.
Short video shooting is underway
"Whether it's a tourism ambassador like Ding Zhen, or other celebrities, or the director of the Cultural and Tourism Bureau to promote it, I think it is a good attempt to promote the Internet." Wang Xiaofan, deputy director of Luoyang Xin'an County Cultural Tourism Bureau, believes that as long as the impact of short video "cross-dressing" on the cultural tourism industry is positive and positive, it should be encouraged and supported.
Dubo, who is far away in Tahe, also used her account in early 2020 to publish a short video 'Northeast Hardcore Big Speaker Shout', which accumulated more than 700,000 views on the whole network, an exaggerated figure that made her realize that "new media may be the most convenient and low-cost marketing method for hometown tourism." Since then, she and her colleagues have used her spare time to promote the Tahe River and the beauty of the ice and snow world in Northeast China by making short videos.
After breaking the inherent traditional impression, "out of the circle" followed, which can be seen from the director's repeated appearances in hot searches. On February 21, the Ministry of Culture and Tourism's official Weibo account "Voice of Culture and Tourism" praised a number of cultural and tourism bureau directors who are struggling at the grassroots level, and commented that the cultural and tourism bureau directors in various places continued to promote local beauty and culture as "joining the fancy work team" and "the fairy inner roll of the cultural and tourism bureau director".
The directors of cultural and tourism bureaus who have "rolled up" must have a more rigorous attitude in the promotion of scenic spot content and long-term planning, and because of the blessing of their duties, the credibility and authenticity are naturally higher, and the cost is lower. With the fermentation of the "bureau chief effect", a question has also emerged, how much local tourism has been driven by the bureau chiefs?
"Crazy" fans: to "retain" traffic
Monetizing fan data is the key. In November 2020, He Jiaolong's short video of the local tourism project in a red cloak and a sassy horse went viral all over the Internet, and now He Jiaolong's short video account is still updated frequently, promoting tourism for the entire Ili Kazakh Autonomous Prefecture and other attractions in Xinjiang, with a cumulative total of more than 4.7 million fans. According to data released by the Bureau of Culture, Sports, Radio, Television and Tourism of Ili Kazakh Autonomous Prefecture, from January 21 to January 27, Ili Kazakh Autonomous Prefecture received a total of 983,200 domestic tourists, a year-on-year increase of 24.95%; The tourism revenue reached 539 million yuan, a year-on-year increase of 25.84%.
He Jiaolong of "Cema Xueyuan" (data map)
After the "first battle" in Ginkgo Valley, Xie Wei tried various costume styles, shopping for night markets, watching peach blossoms, visiting museums, and nearly 50 videos made him gain 274,000 fans and 1.658 million likes on the Douyin platform. During this year's Spring Festival holiday, Suizhou received 1.392 million tourists, a year-on-year increase of 34.9%, and achieved a total tourism revenue of 790 million yuan, a year-on-year increase of 43.6%. Scenic spots such as Yandi Shennong's Hometown, Dahong Mountain, and Journey to the West Park in Suizhou City have achieved the highest tourist records in history. Compared with the directors of cultural and tourism bureaus on the same track, Xie Wei has always been far ahead.
Sichuan Ganzi, who has Liu Hong, the director of the high-value Internet celebrity cultural tourism bureau, has also attracted many "admiring" tourists for the local area through the promotion of short videos in recent years. During the Spring Festival, Ganzi received 456,600 tourists, with a total comprehensive tourism income of more than 500 million yuan, an increase of more than 100% over the same period last year, and basically recovered to the same period in 2019.
No matter how lively the online discussion is, tourism is ultimately content is king, this content is obviously not the content of short videos, but the content of tourism resources, tourism services, tourism supporting facilities and other aspects. Zhu Xingli, director of the Culture, Radio, Television, Tourism and Sports Bureau of Gongyi City, Henan Province, commented on the phenomenon of "breaking the circle" of the "rolled" cultural and tourism bureau director, saying, "Only if we really have a deep cultural heritage and rich cultural and tourism resources, we will choose to recommend our hometown, and 'cross-dressing' out of the circle is not to highlight personal heroism, the essence is to introduce the beautiful side of our hometown." ”
It is worth noting that when the "Internet celebrity" director broke the circle, the development of local cultural tourism is also constantly following.
Henan Xin'an County is expected to build the country's largest immersive script killing experience capital this year, Wang Xiaofan said, "Now the country's largest and best developed script killing company in the industry is located in Luoyang City, we will link script killing with traditional attractions such as Hanhan Guguan and Qiantang Zhizhai to do some targeted script development to create entertainment projects that meet the preferences of young people today." On the other hand, with the follow-up of Yili's "tourism rejuvenation" strategy, it will not only improve a number of iconic and leading tourism projects, including Narathi, Xinjiang's first national-level tourist resort, but also enhance and cultivate a number of boutique tourism projects, such as building 1-2 international-level 5S standard ski resorts such as Nalati International Ski Resort and Karajun Ice and Snow Sports Center.
At present, the domestic tourism market is ushering in an orderly and rapid recovery, in order to seize market opportunities, as the "first person in charge" for the development of tourism destinations, it is reasonable for the director of the Cultural and Tourism Bureau to "roll up". However, with the "battle" of cultural and tourism bureau directors across the country, the "cross-dressing" video has also attracted some controversy, and the controversy about "personal hype propaganda" has always existed in the comment area of these popular videos, and some netizens questioned the personal propaganda of the bureau chiefs in the video, saying that they used public funds to take photos.
Behind the "questioning": out of public interest, it can withstand the scrutiny of public opinion
Under the popular videos of many cultural and tourism bureau directors, the vast majority of netizens held a positive attitude, or ridiculed that "I still like Director Xie in comparison", but there are also a few doubts, one is to question the use of public funds for personal hype. Wang Xiaofan does not agree with this statement, "We are all small planning by ourselves, we do not invite the planning team, nor photographers and actors, and even the costumes we usually buy ourselves, because there are more cultural activities, we will buy cheongsam or ancient costumes by ourselves, and wear them when participating in cultural activities, so the problem of occupying public funds does not actually exist." ”
Another skeptical voice said: "You bureau chiefs are all out to take personal photos, can't you all take more pictures of attractions?" Dubo told reporters, "The original intention of the account establishment is to let everyone pay attention to Tahe culture and tourism." Now that the account content is more rigorous and professional, I believe that netizens will see a deeper level of Heilongjiang through our videos, and will like the beautiful scenery of Daxing'anling and even Heilongjiang more. ”
Dubo said that they also held a city-level tourism development conference this year, and at the same time there are also very favorable policies and measures in construction and operation and service guarantee. "I've always felt that this has to be done with both 'attracting customers' through video and 'retaining guests' through actual facts."
Wang Xiaofan believes that the point that everyone is concerned about at this stage is "personally recommended by the director of the Cultural and Tourism Bureau". "Sometimes jokes are made about whether we're too old so no one looks, but no. We are not too old, we are too tender, we are not these thirty or forty-year-old people who want to show you, we want to show you the epitaph of Qiantang Zhizhai 1700 years ago, we want to show you the ancient city wall of Hanhan Guguan 2134 years ago, we want to show you the Yellow River that rushed into the sea hundreds of thousands of years ago, and we want to show you the rocks formed in 1.2 billion years. ”
Xin'an County Thousand Tang Zhizhai Museum
Jingzixian Mountain, Xin'an County, Luoyang City
When Wang Xiaofan saw netizens saying, "Your cultural and tourism director should show your scenery and culture", she felt that this road was the right way. After having this popularity, they will shift the focus of publicity to landscapes and long-standing history and culture, and even if the heat passes, they will still carry out regular publicity of cultural tourism work.
In this regard, Zhu Xingli also appealed to many netizens, saying, "I hope that everyone will not pay too much attention to us cultural and tourism directors, but pay attention to these cultural resources recommended by us, please go to various places to see if what these cultural and tourism directors say is really as good as he recommends." ”
Longtan Grand Canyon is a rock formed in 1.2 billion years
The ancient city wall of Hanhan Guguan dating back to 2134
As He Jiaolong said in an interview with media reporters on July 5, 2022, "I am not an Internet celebrity, Yili's landscape is the biggest Internet celebrity." ”
Zhang Jinshan, a researcher at the Institute of Tourism Planning and Development, School of Tourism of Beijing Union University, commented, "This has a significant role in disseminating the image of local tourism destinations, and also saves the cost of tourism marketing and promotion, which is in line with the principles and laws of attention economy." Compared with those criticisms, we should think more about the impact and changes of new media on tourism marketing and promotion. ”
Social expectations: "The beauty of each person, the beauty of the beauty"
Previously, the "Sky Mirror" project in the Dishuiyuan Scenic Area of Linwu County, Chenzhou City, Hunan Province, was repeatedly on Weibo hot searches due to false publicity. In the promotional picture, the beautiful "Sky Mirror" is actually just a mirror placed on the ground for more than ten square meters; The so-called fluttering fairy air of Yangjiaxi is just smoke that is artificially fanned out by the locals; Xingchong rushed to Wuhan Fuhe Wetland to experience the rolling grass waves, but he didn't think that the grass was not as high as the soles of his shoes. Excessive homogenization and unchanged pompousness in cultural tourism promotion will make those tourists who have seen the true face behind the Internet celebrity filter of attractions eventually become "dead traffic".
In real life, it is not uncommon for traffic stars to be short-lived, and recently many directors of cultural and tourism bureaus have used new media marketing platforms such as short videos to "go out of the circle" with their beautiful appearance and scene pictures, but when a director of the cultural and tourism bureau chooses to become an Internet celebrity, it is easy for people to unconsciously calculate any problems that can be avoided to the head of the "local spokesperson", and at that time, the work they need to do is far more than just shooting a short video.
Just on February 27, Sichuan Ganzi "Xiangdonkey Hotel" was on the hot search. It is reported that the refusal of the Xiangdonkey Hotel to refund and insult customers on the same day attracted attention on the Internet, and eventually became a city-wide issue due to misconduct. On February 28, Liu Hong, director of Ganzi Cultural Tourism, responded to the matter, saying that after paying attention to the matter of Xiangdonkey Hotel, the relevant departments had intervened as soon as possible. And he hopes to take this opportunity to tell all the operators in Ganzi: "Our hotels and restaurants must operate in good faith, purify our Ganzi market, and do what we should do well in Ganzi ourselves." If anyone smashes the pot of our Ganzi tourism, I will definitely smash your job. Subsequently, Kangding Cultural Tourism also released a video saying that it had sealed and rectified the relevant hotels. The director of the cultural and tourism bureau "did not evade" at the first time, decisively stood up to respond to the problem, and let the public opinion reverse in an instant, and the public relations role played by the director of the cultural and tourism bureau who was "out of the circle" in such a similar incident cannot be underestimated.
Liu Hong, director of Ganzi Cultural Tourism, responded to the incident at the Xiangji Hotel
The director of the local cultural and tourism bureau has not recently begun to shoot short videos to do cultural tourism publicity work, now the term "cultural and tourism director" suddenly exploded on the Internet, Wang Xiaofan believes that one is because the time node is more coincidental, "just after the end of the epidemic, everyone is more optimistic and more confident, and the market is recovering, the people have a very urgent mentality to return to normal life, so there is a demand for tourism." Second, these cultural and tourism bureau directors with new media marketing awareness across the country seem to have unconsciously formed a propaganda matrix, "A spark can set fire to the plain." Such a "volume" is exactly what society expects and what the tourism industry needs.
"We all want to encourage other directors of cultural and tourism bureaus to bloom in a hundred flowers." Regarding the "inner roll" of the director of the Cultural and Tourism Bureau, He Jiaolong once summed it up.
"Although everyone literally says that the director of a certain place is in battle, we come to face the battle, as if we are fighting, but this is by no means the kind of 'you die and I live' battle, more like singing mountain songs that form of 'you sing me and I make peace', we are all trying to show the great rivers and mountains of the motherland, its beauty and magnificence, the long-standing brilliance of culture, we are doing one thing together, just like the famous sociologist Mr. Fei Xiaotong said, the beauty of each is beautiful, the beauty of beauty, beauty and beauty, the world is the same." Wang Xiaofan sighed.