Today, let's talk about how to play tourism from the perspective of IP cultural tourism.
First of all, tourists need fun tourism products, and we have to try to satisfy them, because they are the typical group that votes with their feet. You've all been tourists, and you won't choose a product that isn't fun, unless it's a specimen worth studying.
So how can you meet the expectations of tourists or the needs of the market?
I think that is to use the "play" mentality and "play" way to develop products, shape products, and share products, so that you can work with tourists in the same direction and resonate at the same frequency, so as to produce tourism products that tourists love.
This article will share with you from the aspects of products, services, communication, and business.
01
How to play with the product?
We all know the definition of tourism products, in a broad sense, it is an integrated product, and in a narrow sense, it refers to tourism attraction. Today we focus on tourist attraction, the concept of tourist attraction is also very broad, scenic spots are the most common type.
My understanding of scenic spots is mainly composed of construction and content, and construction refers to the structures distributed in the geographical space of scenic spots, which are part of the scenery. What is the content of the scenic spot? For the natural scenic spot, its core content is the scenery and scenery, and for the cultural scenic spot, its core content is the cultural presentation.
The development of natural scenic spots should be based on satisfying the needs of tourists to enjoy the most beautiful scenery, and it is also necessary to protect the original ecology of the scenery for the purpose. Even if necessary infrastructure construction is carried out, the bottom line principle is not to intrude on the environment and not to pretend to be ugly.
The cultural scenic spots can be divided into two categories, one is those with architectural remains, and the other is only cultural relics. Scenic spots with architectural relics are very strict in terms of cultural relics protection policies, and can only be developed softly, through cultural performances, scientific and technological reproduction and other means to develop skillfully. There are only cultural relics, most of which have been built scenic spots, and we focus on valuable cultural relics projects that have not yet been developed and constructed. The content of this kind of project refers to the presentation of the interpretation and expression of the cultural connotation of the scenic spot, and the construction is also a kind of language at this time, which itself is also presenting the main soul of culture.
This starts with product planning, as a product designer, we must deeply study the main soul of the project, and the research should have breadth and depth, and frame the related elements.
The first is to establish the theme of expression, including the core theme and the extended elements, which also serve the theme and can be understood as the composition of the theme.
The second is to innovate the way of expression, which should be expressed in a way and means that tourists like or are willing to accept, and the way of expression is also very important, and it should be equated with the importance of the theme. Just like writing, it is necessary to be precise and not off-topic, and the writing is brilliant and unconventional, so that readers can read it happily and taste it with deep meaning.
When designing a product, it is important to deduce the presentation of the content and the layout and volume of the building that carries the content from the needs of cultural expression. What kind of performance needs have what kind of bearing body, not the other way around.
The development of content requires creativity the most, and it is necessary to mobilize ideas from theme research, content organization, expression techniques, presentation effects, etc.
First of all, it is necessary to understand that the tourism industry has reached the stage of meeting the user experience, and experiential tourism is the guiding ideology of designing products.
The next step is to try to mobilize all the means of expression that can arouse the interest of tourists, such as multimedia, performing arts, human-computer interaction, traditional skills, etc., in short, to make the content lively and fun.
02
How to play the service?
In fact, service is completely part of the product, but in different dimensions. In addition, from the perspective of service scenarios, the built environment is a part of the service scenarios, and they are intertwined and inseparable.
Tourism is a social activity, in addition to dealing with the scenery but also with the practitioners, dealing with the scenery is a cold, one-way experience, dealing with the practitioners can be different.
At present, many scenic spots are implementing standardized and standardized services, which is very good, but standardized and standardized services can bring tourists a sense of satisfaction, but it is difficult to leave a deeper memory for tourists, let alone let tourists have the impulse to spread services and products.
Different attitudes and ways to serve tourists will produce different results, if you want to make the service move the emotions of tourists, mobilize the emotions of tourists, you need to innovate the form of service, deepen the degree of service, and bring tourists more than expected feelings and experiences, and then bless the quality of the product, so that the service is no longer hard, so that the service becomes interesting, this is the way to play the service.
Tourism managers can design a performance service assessment goal for employees, requiring employees to complete the service to tourists in a witty and entertaining way, but this kind of "performance" should be appropriate, moderate, not too fancy, counterproductive, this is a play from the perspective of enhancing the pleasure of tourists and enriching the experience of tourists, so as to make the service more interesting.
There is also a kind of refined service, which makes tourists more heart-warming by enhancing the depth of service, which should tap the needs of tourists, create service surprises, enhance service reputation, and make service more affectionate.
Performative service extends the concept of service and broadens the dimension of service, while refined service deepens the connotation of service, increases the warmth of service, and makes service a product with temperature.
Everyone has swiped the video of Turkish ice cream and the sales video of the Starbucks coffee front desk waiter in Douyin, as well as the performance of the Haidilao hot pot ramen guy, which is a typical performative service, which makes the service very interesting.
03
How to play business?
Business is an important component of tourism ecology, what should be the business format in the scenic spot? How to design, how to operate? First of all, the commercial format should be in line with the temperament and theme of the scenic spot, and it should be carefully screened and selected.
How to make catering not only satisfy the taste buds? Let the inn not only meet the sleep? Let the scenic traffic not only meet the transportation? Let the store not only meet the shopping? Let these four businesses in addition to the basic functions can also meet a good experience?
This requires that the selected format cannot be simply and directly settled, and it is necessary to use the theme of the scenic spot to package the traditional business, and to use the theme to endow the business with the soul, so that the business becomes a part of the scenic spot, and the consumption also becomes a link of immersive experience, and even the commercial scene is the tourism scene, which is particularly fun.
There is a concept here called situational commerce and role commerce, in which consumption is more important than what is consumed! Whose goods are consumed is more important than what kind of goods are consumed!
The Peace Confectionery Bureau on the second basement floor of Wangfujing, Beijing, used to be a discount area for tail goods, and it was rarely patronized by customers. Rebuilt and reopened in August 2019, it is the first immersive experience space in China, transforming business into a complex of life experience, where it is no longer a simple shopping or eating and drinking.
Changsha's super Wen Heyou also re-restored the scene of Changsha's market life in the 80s, Wen Bin, the founder of Wen Heyou, was the first to set up a stall, and he simply combined catering and cultural creativity to achieve subversive innovation in the catering scene, both of which are classics of commercial alienation. The commercial play of the scenic spot should be applied in reverse, that is, to use the theme and atmosphere to influence the presentation of the business and realize the theme of the business.
04
How to play the project?
Planning activities are very important for the scenic spot, which is equivalent to the secondary development of the scenic spot, and is the icing on the cake for the scenic spot, complementing each other and achieving each other.
There is a logic in planning activities, which is to hold the theme of the scenic spot, strengthen the IP of the scenic spot through the activity, and in turn use the IP to set the tone for the event. You can't put aside the theme and mess up, dazzled and don't know what to do, which will lose its attraction because of the lack of soul in the activity, and the effect of the activity is not ideal.
Focusing on the theme is to dig out the relevant information or extended information of the research IP, which may be trivial and cannot be presented during the development of the scenic spot, and the activity just gives it the opportunity to be reborn. The activity can not only fully display the culture of the scenic spot, make the theme of the scenic spot more full, but also increase the daily highlights of the scenic spot, and produce content for the stage publicity.
After the tone of the activity is set, there should be a strict implementation plan, the plan is the script of the activity, not only to implement the original intention of the idea, but also to guide the implementation of the later stage, from the props, materials, venues, personnel, tasks, etc.
The launch of the activity should have a suitable time, generally choose a small holiday or a certain solar term, this time window everyone will have the psychology of paying attention to the activity, and then there will be an impulse to travel. After the activity is confirmed, it should be released to the outside in a timely manner, and the activity should be rendered to build momentum, guide the public's attention, and satisfy the market's appetite.
In the landing stage, the process should be controlled to ensure that the activities are implemented according to the established plan, and at the same time, the new problems and new situations found should be optimized in a timely manner to ensure the presentation effect.
After the event, review and summarize in a timely manner, review and sort out existing problems, and accumulate successful experience. So far, the whole activity has formed a closed loop from creativity, plan, promotion, implementation, optimization and review.
Many excellent scenic spots are not willing to be lonely, and the greater the brand influence, the more activities will be carried out. Yuntai Mountain Scenic Area in the province holds the Hanfu Flower Dynasty Festival in spring every year, the Electric Music Festival in summer, the "Sea Viewing" summer festival in Laojun Mountain, the "Starlight Party of Miss Cat" in the Spring Festival of Jianye Film Town, and the lanterns of the Lantern Festival.
05
How to play with the spread?
Now is an era of national communication, WeChat, video account, Douyin, Xiaohongshu, Weibo these social software and sharing tools provide everyone with a fair communication weapon, meeting interesting things on various platforms has become everyone's behavioral habits, and the communication energy of self-media should not be underestimated.
Accurately grasp the tone and habits of the self-media is very important for the spread of scenic spots, the self-media is very sensitive to the topic, high-quality topics and content are easy to become the object of self-media hunting, how to create topics is even more important than how to choose the media.
The production of the topic can be the activity of the scenic spot, it can be the service of the scenic spot, it can be the event of the scenic spot, in short, it is necessary to study the media preferences and carefully create the topic, which is a very demanding task, because the requirements are high, so it is more fun.
The above mentioned event planning is actually for the communication of production content, the comprehensive use of network media and self-media publicity matrix for the scenic spot fresh, so that the scenic spot is always in the focus of attention, maintain the boiling point of public opinion, to prevent the scenic spot from "falling powder", to know that the maintenance of an old customer is far less effort than the development of a new customer, so it is necessary to enhance customer stickiness through the topic, and develop low-frequency customers into high-frequency customers.
In addition, it is necessary to pay attention to the use of media communication to establish the brand influence of the scenic spot, and the content planning in this regard should be in line with the government's orientation, social welfare, and public opinion hotspots, promote positive social energy, and spread the positive image of the scenic spot.
In 2019, Laojun Mountain Scenic Area ranked among the top 10 scenic spots with the highest number of views on Douyin; seized the opportunity of the first snow scene in 2020 to create the topic of "going to the world for a thrilling feast and eating instant noodles on Laojun Mountain", which spread wildly on the Douyin platform and attracted the attention of major online media. The income in the two months of December increased by 6 times compared with the same period last year, and the 1 yuan lunch that has been held for four consecutive years has attracted the attention and reprint of major media, created a hot topic, and established a good social image of the scenic spot.
06
How to play cultural creativity?
In recent years, various scenic spots have paid attention to the development of cultural and creative products, which is a good way to broaden the consumption dimension of scenic spots, and can also guide tourists to understand the IP connotation of scenic spots, and can also achieve the effect of promoting scenic spots through online stores.
Cultural and creative products are the abbreviation of cultural and creative products, which embed cultural IP into consumer products through creative transformation, so that culture can make daily consumer goods become diverse.
The development of cultural and creative products must adhere to the principle of creative orientation and practicality, and do not inlay the elements of the scenic spot into the product without processing, or put aside the practical principle in the direction of development, both of which are undesirable. The culture in cultural and creative products is the spirit, creativity is the soul, and the product is the body, so we must adhere to the refinement and sublimation of cultural IP, rather than the dismemberment and grafting of culture, and we must insist on creative transformation.
Cultural and creative product development is a very professional work, which requires considerable research and understanding of culture, and has a very jumping thinking, and at the same time has an accurate grasp of the psychology of consumers, so as to design amazing products.
The most successful in China is the Palace Museum, which started its super IP journey after it appeared in front of the public in 2013 with a subversive "cute" attitude.
In 2014, the "Yongzheng: I feel cute" tweet quickly spread to 100,000+, and dozens of WeChat public accounts have been forwarded by hot spots, and the reading volume is not low.
By the end of 2016, there were 9,170 kinds of cultural and creative products in the Forbidden City. In 2017, the sales revenue of the Palace Museum has reached 1.5 billion yuan – the income of more than 1,500 A-share listed companies.
07
How to play the operation?
The ideal goal of the operation of the scenic spot is to achieve the overall effect of "efficient operation of the department, reasonable operation indicators, and beautiful feelings of tourists" through effective management. Maybe that's not enough, but at least it's pretty good.
Efficient operation of the department means that the department is set up scientifically, the division of responsibilities is clear, the management system is reasonable, the supervision and assessment is fair, the incentive mechanism is perfect, and its own corporate culture has been formed. Such a team and such an organization must be efficient and energetic.
Reasonable business indicators mean that the revenue structure of the scenic spot should be reasonable, and the proportion of ticket income (team, online, offline, large customers, etc.) and secondary consumption income (explanation fee, small transportation, catering, shopping, performing arts, etc.) should be reasonable. All kinds of business indicators will reflect some clues, and it is necessary to analyze the problems existing in the scenic spot from the business indicators, correct deviations in a timely manner, and adjust strategies. Reasonable business indicators reflect tourists' recognition of various consumption items in scenic spots.
Tourists feel good refers to tourists in the scenic spot from ticket consumption to other consumption, from visiting attractions to experience projects, from visual perception to service feelings, from entering the park to leaving the whole process to receive a full range of feelings that match psychological expectations, which is a high requirement.
This requires tour operators to carefully control all aspects of product creation, project arrangement, consumer experience, environmental hygiene, staff service, charging and pricing, etc., and strive to make every tourist have a good experience. If tourists have bad emotions caused by non-scenic factors, the scenic spot should have remedial measures to resolve the emotions of tourists, and strive not to let tourists leave the park with bad emotions.
08
How to play the mode?
To do scenic spots, we must not have too narrow vision, we must have a broad vision, we must learn to use modern business thinking to operate scenic spots, and have the courage to break through the path dependence of traditional business. Here are two points, one is the marketing model, such as the project linkage in the scenic spot to launch a variety of ticket-type policies to play, not only to meet the psychology of tourists to take advantage, but also to expand revenue; in addition, you can also use social platforms to achieve sales fission, similar to group travel, travel together is cheaper; and common tourism annual cards are a good marketing model.
The other is the business model, no matter how good the scenic spot is still making products, making products will be subject to the natural limitations of the scenic spot's reception capacity, market penetration capacity, secondary consumption carrying capacity, etc., and one day it will achieve the ceiling. What to do at that time? It is necessary to study the problem of business model, whether it can carry out management output, expand income channels, and make the cake bigger through the accumulation of precipitated operation and management capabilities, product development capabilities, promotion and marketing capabilities, and brand value influence.
The cultural and creative work of the Forbidden City has cleverly broadened the channels for increasing income, the annual card of Yuntai Mountain has successfully locked in the customer group, and Songcheng Performing Arts has extended the market radius to the greatest extent with brand output, which are all modes of play.
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