Blockbuster tourism projects are changing the development pattern of the tourism industry, bringing unprecedented traffic and economic benefits to tourist destinations. However, how to create a truly popular Internet celebrity hit project and make the scenic spot a new landmark for tourism check-in?
Blockbuster tourism projects are changing the development pattern of the tourism industry, bringing unprecedented traffic and economic benefits to tourist destinations. However, how to create a truly popular Internet celebrity hit project and make the scenic spot a new landmark for tourism check-in?
01
Analyze the current traffic situation
First of all, it is necessary to analyze the current traffic situation of the scenic spot, understand the existing information such as the number of tourists, sources, and stay time, and prepare for subsequent optimization.
1. The number of existing tourists: First of all, you need to know the number of tourists in the current scenic spot, which can be obtained through the statistical platform, data statistics, etc. Based on the data obtained, it is possible to carry out a preliminary analysis and evaluation of the number of tourists in order to prepare for subsequent optimization.
2. Source: Understanding the source channels of tourists will help to determine which areas or channels the current tourist flow of scenic spots is mainly concentrated in, and provide a basis for subsequent promotion strategies.
3. Stay time: Analyzing the stay time of tourists in the scenic spot is helpful to understand the degree of interest and stay time of tourists in the scenic spot, and provides reference for the subsequent arrangement of scenic activities.
4. Tourist satisfaction: Understanding tourists' satisfaction with the scenic spot will help to find problems, improve work, and improve the operation quality of the scenic spot.
5. Ticket revenue: Analyze the proportion of ticket revenue in the total traffic, which can reflect whether the ticket price of the scenic spot is reasonable.
6. Secondary consumption: Analyzing the proportion of secondary consumption in the total traffic can reflect whether the play experience and special projects of the scenic spot are popular with tourists, and whether there are problems with secondary consumption.
02
Identify your target market
When determining the target market, it is necessary to clarify the characteristics and needs of the target market in order to formulate corresponding marketing strategies and promotion plans. For example, we can tailor a promotion plan based on the characteristics of the target market, such as age, gender, and interests.
For age, different promotion programmes can be developed for young and old people. For gender, we can develop different promotion plans for men and women. For hobbies, we can develop different promotion plans for different hobbies.
By clarifying the characteristics and needs of the target market, we can formulate corresponding marketing strategies and promotion plans, so as to increase the flow of scenic spots.
03
Innovative product design
According to the needs of the target market, design attractions, accommodation, catering and other products that meet the needs. In the design of scenic spots, we can pay attention to the diversity of the landscape, the interactivity of the experience, and the inheritance of culture, so as to meet the needs of tourists for landscape, experience and culture. In terms of accommodation design, we can pay attention to the personalization, comfort, and convenience of the experience to meet the needs of tourists for accommodation. In terms of catering design, we can pay attention to the characteristic food experience, healthy eating concept, civilized dining habits, etc., to meet the needs of tourists for catering.
1. "Internet celebrity +" food
(1) Strategy
Most tourists hope that tourism catering can not only fill their stomachs, but also hope to appreciate the customs of other places through "eating". The mediocre status quo of various catering forms in terms of product characteristics makes catering products more and more homogeneous, and there are many cookie-cutter business faces in the market. Tourism and catering enterprises should establish a sense of characteristics and strengthen innovation to break out of the encirclement. Only with distinctive characteristics will it form a greater tourist attraction and attract more tourists. Therefore, the principle of characteristics is the key to the success of the development of catering tourism resources. This principle can be started from the following aspects:
First, locality. The food of each region has evolved over a long period of time under the comprehensive influence of local geography, products, politics, religion, human history, social customs and other factors, so it is impossible to separate this local cultural relationship when developing.
Second, national character. One of the important motivations of tourists to visit is to seek novelty and experience foreign customs, so the development should fully reflect the local folk culture characteristics. For example, it comprehensively and artistically shows the dietary raw materials, production processes, utensils, etiquette, taboos, etc. of the nation.
Third, creativity. It is mainly reflected in the innovation of raw materials, seasonings, cooking methods, utensils, environment, service methods and means, etc., which makes it different from the previous resources or other similar resources in the same period, so as to have a unique attraction.
(2) Successful cases
Xi'an bowl of wine
In 2018, the Spring Festival became popular on Douyin, and even the bowl wine was almost swiped on Douyin, which also made "bowl wine" a must-experience tourism activity, as if if you went to Xi'an and did not drink bowl wine, you would not have been to Xi'an, so "bowl wine" became a typical business card of Xi'an. Why is "Bowl Wine" popular?
First, Xi'an has a profound cultural heritage. As the ancient capital of 13 dynasties and a world historical city, Xi'an has a long history and rich and strong cultural accumulation. The hottest point of the bowl wine is in the Yongxingfang neighborhood, which was once the site of the mansion of Wei Zheng, a famous minister of the Tang Dynasty. Whether it is from the perspective of product shaping or traffic, in a tourist city with profound cultural heritage, even if the bowl of wine is not popular, there will be other projects that will become popular on the Internet.
Second, wine culture + interactive consumption. In addition to drinking, smashing bowls, and pretending to be forced on the spot, you can also ask people to take photos and videos to show off, material experience + multi-faceted spiritual satisfaction. The price of the bowl wine is cheap, five yuan a bowl, and you can also send a circle of friends to let friends like it.
Third, network effects. The rapid development of Douyin and Volcano has also made the popularity of Bowl Wine more and more famous, which makes "Bowl Wine" a very "people-friendly" business card, and many people must come to Xi'an to drink a bowl of "Bowl Wine", even if they don't want to drink, they want to try this "Internet celebrity".
2. "Internet celebrity +" live
(1) Strategy
Due to the multi-level and diversification of the tourism market and the diversification of consumers' psychological demands, the main body of the accommodation industry tends to be diversified and fragmented, and each business format does not give full play to its own characteristics, and the homogenization phenomenon is serious. In particular, new formats such as inns, homestays, and family hotels are committed to creating a different accommodation experience from the traditional one, emphasizing personalized services, but they have not given full play to the characteristic advantages of each format in actual operation. Therefore, under the premise of following the requirements of hotel safety management, we should pursue the personalization and characteristic shaping of accommodation.
First, we should pay attention to creating an experiential environment and a differentiated and characteristic accommodation experience.
Second, we should pay attention to the creation of characteristic architectural styles and improve the use of social platforms.
Third, we should deeply combine accommodation products with other tourism products, adopt the concept of "tourism +" to promote the development of homestays, and under the guidance of the national supply-side reform policy, tourism investment and technology, culture, sports, creativity and other elements are increasingly integrated, and the accommodation industry will inevitably face forward-looking development thinking.
Fourth, we must increase the integrated marketing of tourist accommodation. Borrowing websites and keyword advertising, short video APP marketing, word-of-mouth shaping and tourism industry communication are the main channels for the development of B&B, combined with location conditions, hardware facilities, host interaction and marketing factors, which will help to achieve good brand benefits.
(2) Successful cases
Oneday·熹山
Before Oneday became popular on Douyin, it was already one of the very popular "Internet celebrity" homestays in Xiamen. Oneday currently has four B&Bs, Xishan, Haimian, Datang and Jiahe Road, with a total of 26 rooms, covering Japanese, South Korean, and Northern Europe.
The two beautiful hosts are both designers, the harmonious and unified color matching, skillful use of wood, white, plants, decorative paintings, utensils, magazines, wall-mounted players and other elements to make full and effective use of the space, everywhere with the oneday brand logo of peripheral products, see like, can also buy and take home.
Many people come here every day, not only to stay for the night, but also to take beautiful photos. Among them, Oneday Xishan and Oneday Haimian are only a few hundred meters walk to the sea.
Floating Cloud Ranch
Fuyun Ranch is located in Wabun Village, Xishan Village, Tonghua Township, Aba Tibetan and Qiang Autonomous Prefecture, Sichuan Province, 3 hours by car from Chengdu. Once, there was nothing here except clouds on the mountain, but now these clouds have become the best advertising slogan for this. The road up the mountain can be described as "eighteen bends of the mountain road", which has a total of more than 300 acres of land, 270 acres of landscape, 1 tent camp, and 6 holiday cabins. The guest room area has a three-story heated infinity swimming pool, and the reception area has a panoramic western restaurant, floating cloud coffee, afternoon tea, open-air cinema, fire pond bar, parent-child ranch, crystal children's room, high-altitude swing, tire zipline and other facilities.
3. "Internet celebrity +" line
(1) Strategy
The organization form of tourism transportation is the business model of the integration of the two industries with the organization as the main content, including the organization of self-driving tour routes, the organization of theme tourism routes, etc.; the form of tourism transportation products is the business model based on product provision developed according to market demand, including cruise (yacht) water sightseeing, heritage railway sightseeing, characteristic tourist roads, off-road tracks, low-altitude flight projects, etc.; the tourism transportation business form focuses on marketing methods and profit models, such as post museums and motels, dock towns, cycling events, etc.
Pay attention to planning and guidance: take into account the advantages and disadvantages, opportunities and challenges, build a tourism transportation planning system, coordinate and standardize the spatio-temporal layout, organizational form and service specifications of the development of tourism transportation industry, and guide the healthy development of tourism transportation industry.
Give priority to the advantages of resource endowment: Adhering to the characteristics of one's own resource endowment is the soul of local tourism development. The development of tourism and transportation should also give priority to the advantages and endowments of enterprises, local governments and regional resources, and on this basis, incorporate advanced planning and business philosophy to realize the complete construction of the tourism transportation system.
(2) Successful cases
Chongqing Liziba through the building light rail
Liziba Light Rail Station of Chongqing Rail Transit Line 2 is the first straddle-type monorail elevated station in China that coexists with commercial and residential buildings, and was completed in March 2004. The station is located on the 8th floor of a commercial and residential building on the bank of the Jialing River, and has become an "Internet celebrity station" because of the light rail passing through the building. After the Liziba light rail became popular, it has become a must-visit attraction for tourists from other places to visit Chongqing. Not only on weekends and holidays, but also during normal working hours, many tourists pick up their cameras and mobile phones to freeze the picture of the light rail passing through the building.
With the Liziba light rail passing through the building and becoming popular, in order to facilitate tourists to better watch and shoot the shocking scene of the light rail through the building, the local relevant departments built a viewing platform with a total area of 1,367 square meters under the light rail station, with a total of tourist bus drop-off area, shooting square platform area, glass trestle viewing area and walking passage, which can accommodate about 5,000 people at the same time.
Chongqing Yangtze River Cableway
The Yangtze River Cableway is a dynamic urban symbol of Chongqing, with a total length of 1,166 meters, a capacity of 60 passengers, and a one-way travel time of 4.5 minutes, known as the first air corridor of the Yangtze River. As a national 3A-level scenic spot and the only urban tourism aerial sightseeing spot in China, the Yangtze River Cableway condenses the essence of "mountain city, river city, and city that never sleeps", and is a must-visit place in Chongqing and a characteristic experience place in Chongqing. Because of this, the Yangtze River Cableway has also become a must-choose place for modern film and television dramas to be filmed in Chongqing. Since 2001, dozens of films have been filmed here. With the popularity of small videos, the cableway has become an Internet celebrity attraction, attracting tourists to come and see every day!
4. "Internet celebrity +" tour
(1) Strategy
Internet celebrity tourism is the inevitable product of the rapid development of the Internet, new, strange and strange tourist attractions often become the focus of public attention, behind every popularity, is a novel creativity and experience. Whether it's an influencer attraction or an influencer project. They all have the characteristics of "high appearance", strong sense of substitution, and more traffic, and tourist attractions/attractions want to become "Internet celebrities", which can be started from the following three aspects:
First, introduce or create an "influencer project". The scenic spot realizes the purpose of becoming popular by introducing the sensational effect brought by recognizable, creative and distinctive projects. Some "new, strange, and special" projects can attract people's attention in a short period of time, and can quickly convert this attention into people's check-in behavior, and this kind of project has the potential to become an influencer project.
Second, build an Internet celebrity scene and enrich marketing channels. In addition to the various characteristics of its own scenes, the technology and traffic of mobile Internet have played a huge role in the development of Internet celebrity scenic spots. Content creativity, Internet celebrity scenes, offline scenic spot diversion, and online short video platform boost, the two work together to form a benign closed loop, so that it can become popular all over the country.
Third, with the help of the Internet celebrity effect, continuous improvement and optimization, and eventually become a well-known scenic spot and brand scenic spot. After some Internet celebrity attractions became popular, they also faced a short-lived crisis due to blindly focusing on traffic and negligent management. Therefore, scenic spot managers must have long-term planning, and only by continuously optimizing the scene can they ensure their own sustainable development.
(2) Successful cases
Chongqing Hongya Cave
Hongya Cave is located in Chongqing, which is a scenic spot that has been recreated by modern people, with a unique "three-dimensional air pedestrian street", and is the most layered and textured urban scenic spot commercial center. In order to create this stilted building with Bayu architectural characteristics, the designer made nearly 10,000 modifications to the plan, and finally succeeded in creating a dream world like "Spirited Away" as an offline drainage port.
This is also the feature of Hongya Cave's own attractions - a beautiful cinematic night scene. Due to the interesting and communicable characteristics of its scene, it has aroused a wide range of resonance among the audience, thus mobilizing the audience to spontaneously and actively promote the scenic spot within a certain range. The diversion of offline scenic spots and the promotion of online short video mobile network platforms work together to make Hongya Cave hot.
Qinghai Chaka Salt Lake
Chaka Salt Lake, with its unique mirror of the sky, attracts many tourists. And many tourists come here to be able to take a photo that can be called a blockbuster artistic conception. And the reason why this attraction can be so popular is also because many people have shared it in the short video software.
5. "Internet celebrity +" purchase
(1) Strategy
In the process of traveling, the purchase of tourist souvenirs, tourism handicrafts, native products, tourism supplies and other tourism commodities is an important activity for tourists. Based on the perceptual consumption essence of tourism shopping, combined with the Internet celebrity economy, and based on the principle of "attacking the heart first", effective strategies and means are adopted to promote the innovation of the development and operation of tourism shopping products, and promote the healthy and rapid development of tourism shopping consumption.
First, through online and offline questionnaire surveys, we can understand the needs of consumers of different ages and occupations, target groups, and clarify their own positioning.
Second, pay attention to the quality of the product itself, and develop its own brand characteristics with the changes in the market, so that shopping provides consumers with the opportunity to post moments and photos, and becomes a way of life.
Third, online and offline marketing, adopt "hunger marketing" and "queuing economics" to create a shopping atmosphere, constantly create topics, and maintain popularity.
(2) Successful cases
Chongqing Ciqikou Snack Street
Chongqing Ciqikou, the ancient town is located in the Jialing River in Shapingba District, Chongqing, was founded in the Song Dynasty, covers an area of 1.5 square kilometers, 3 kilometers away from the main urban area, is a key protected traditional street in Chongqing after thousands of years of changes. In addition to Chen Mahua, Qianjiang chicken offal, snacks from all over the country can be found here, in Ciqikou Ancient Town, some shops have begun to implement a seven-day no reason to return and compensation payment system, the specific goods involved will be clearly marked, and there are relevant details of the regulations. Seven days without reason to return, which is difficult to achieve for the sale of ordinary goods, and Ciqikou, as a scenic spot, can still make such a promise, it is really rare.
Liuzhou snail noodles
Snail noodles, the first of Liuzhou's flavor snacks, were approved to register a geographical indication certification trademark in 2018. In recent years, with the development of e-commerce, snail noodles have suddenly become "stinky" and famous, and have become the top traffic in the food industry.
From rice noodle production, snail farming, production and packaging of ingredients such as bean curd bamboo shoots, logistics and transportation to terminal sales, the Liuzhou Municipal Government has set high-quality requirements and high development standards for the snail flour industry with quality, standards, brand, certification and accreditation as the core. It is made up of Liuzhou's unique soft and refreshing rice noodles, plus unique flavor of sour bamboo shoots, fungus, fried bean curd, daylily, fresh and tender vegetables and other ingredients, with rich and moderate, sour and spicy refreshing, peculiar and delicious snail soup, with its unique sour, spicy, fresh, refreshing, hot characteristics, people have endless aftertaste.
6. "Internet celebrity +" entertainment
(1) Strategy
Tourism entertainment is generally achieved through specific entertainment projects in the tourism process, that is, tourism entertainment projects. With the further development of tourism, tourism and entertainment projects are becoming more and more fun, and more and more colorful, but this is far from enough, and being fun and colorful is only the most basic requirement for the development of tourism and entertainment projects. If the Internet celebrity entertainment project wants to be in a favorable position in the competition with other popular entertainment methods, it must try to integrate cultural factors in tourism and entertainment projects, highlight cultural characteristics, and make it a "long-term red project". Specifically, you can start from the following aspects:
Incorporate pop culture elements into tourism and entertainment programs
Tourism consumption is closely related to fashion, and pop culture is often the concentrated embodiment of fashion, such as Internet celebrities, high-tech, etc. In order to constantly create new projects and always attract the attention of tourists, tourism and entertainment must be closely integrated with popular culture. For example, when many scenic spots hold festivals, in order to attract more tourists, organizers usually invite some big names in the entertainment industry, celebrities, and Internet celebrities to come to help, which not only improves the popularity of the venue, but also expands its influence.
Actively use tourism and entertainment projects to reflect local cultural characteristics
Culture itself is an industry with great potential, therefore, culture does not exclude commercial operations, the key is how to find the best meeting point, "culture" in "entertainment", so that entertainment produces cultural charm, that is, to achieve elegant and vulgar appreciation. Only in this way can tourism and entertainment projects be attractive and easy to form a market scale. Some tourism and entertainment projects developed in many ethnic minority areas combined with local folk culture have been generally welcomed by domestic and foreign tourists, especially the tourism and entertainment projects developed in combination with various ethnic festivals, and have even become the key factors in attracting tourists in the region.
Vigorously improve the cultural literacy of employees in tourism and entertainment projects
Excellent tourism and entertainment programs are inseparable from sincere, warm, simple and efficient hospitality services. Therefore, it is necessary to require service personnel to have a high level of cultural literacy in addition to mastering general service skills, and to have a good grasp of the historical origin, cultural connotation and various special skills (such as singing, dancing, speaking, doing, etc.) of the entertainment projects they serve.
(2) Successful cases
Qiang-ch'an-hsien
The investment of the Screaming Spring is very low, the cost is 50,000 yuan, the height can reach 15-60m, and it can be higher with special equipment. Shouting springs has a better effect of mobilizing popularity, and many people use it to satisfy their curiosity or vent their mood. It is mostly seen in scenic spots, parks and other leisure and entertainment places.
Rainbow slides
Rainbow slide, the appearance is more gorgeous, its main components are plastic tracks, depending on the terrain can be erected 6-8 slides at a time, the cost is about 1 million, the rainbow slide can be sold separately or with the whole ticket, the price of separate tickets is generally within 30 yuan. It is mainly used in play and parent-child scenic spots, with high safety, suitable for a wide range of people, and strong identification, which is easy to become the core of the scenic spot, attract people and realize the transformation of traffic.
04
Use Internet marketing
With the continuous development and popularization of Internet technology, more and more Internet celebrities have begun to set foot in the field of rural tourism. By cooperating with influencers, promoting your scenic spot to more people has become an effective marketing method. Here are some suggestions that can help you use internet marketing to increase traffic to scenic spots:
1. Choose the right influencer: Choose the right influencer to work with. Influencers' fan base is generally more representative and engaging. At the same time, the social media presence of the influencer is also an important factor for you to consider.
2. Promotion: Internet celebrities usually post their life and travel experiences on social media, and you can use these materials to promote them. Promotional content can include scenic spots, food, culture, etc., as well as content in collaboration with influencers.
3. Form of cooperation: You can cooperate with influencers to take videos, take photos, live broadcasts, etc., and let influencers promote your scenic spot on social media. In addition, you can also consider engaging with influencers online, such as lucky draws, Q&As, etc., to improve the interaction between influencers and fans.
4. Cooperation strategy: When working with influencers, you need to develop a suitable cooperation strategy. This includes determining the content, time, and place of cooperation, as well as determining the way and channel of publicity. At the same time, you also need to consider factors such as the popularity of the influencer, the fan base, etc., to improve the effectiveness of the collaboration.
5. Effect evaluation: Evaluate the effect of cooperation through channels such as social media accounts of Internet celebrities. You can count data such as traffic and interaction, and consider surveys and other methods to understand the satisfaction of influencers with cooperation, so as to continuously optimize cooperation strategies and increase scenic traffic.
In conclusion, internet marketing by partnering with influencers has become an effective marketing method. Through the exemplary role of Internet celebrities, you can attract more tourists to your scenic spot and increase the popularity of the scenic spot. However, influencer marketing is not a panacea, and you also need to combine other marketing methods, such as traditional advertising, travel agencies and other channels, to carry out comprehensive scenic spot promotion.