Recently, where have you "planted grass"? As the Internet is deeply embedded in people's daily life, social networks have become the main front for the dissemination of cultural tourism projects. Zibo barbecue, Tianshui Malatang, Guizhou "village super", Chaoshan Ying song and dance...... Relying on the fission communication of social networks, a number of phenomenal cultural tourism IPs have sprung up and taken root in the hearts of the people, driving the explosive growth of the cultural tourism industry and enhancing the local brand and image. Many places have also seized the new opportunities brought about by social media communication, and have started the "shake people" mode, striving to become the next Internet celebrity destination.
Shandong Zibo barbecue
"The fragrance of wine is also afraid of deep alleys", and the ingenious fancy propaganda has generated traffic passwords with their own merits, so that many natural landscapes and cultural heritages that are "raised in the depths of the boudoir" can be "broken circle" spread. However, in some places, in the process of network marketing, there are also practices that are out of reality, so that tourists come with excitement and return disappointed. For example, some scenic spots rely on "violent retouching" and AI synthetic videos to publish promotional content that is inconsistent with the actual landscape; some cultural and tourism performances are excessively exaggerated, full of vulgar, kitsch, and vulgar pictures; and even the heads of cultural and tourism departments in some places follow suit, ignoring the actual development of local cultural tourism, and the performances are reduced to self-entertainment. If everything is too much and the publicity is "too violent", it is not only easy to make the audience aesthetically tired and resistant, but also too much to raise the expectations of tourists and produce the impression that "the goods are not right". Internet reviews are a "double-edged sword", if it is detached from the actual excessive hype, the higher it blows, the worse it will fall.
Tourists in Jingxi, Guangxi Province sightseeing in the scenic area
Rich tourism resources and profound cultural heritage are the foundation and foundation for local development of cultural tourism. Holding the "splashing traffic" is inseparable from sincere attitude and solid service. To develop cultural tourism, the competition is a comprehensive experience. Although some places are rich in resources, due to insufficient investment in the early stage, weak infrastructure and reception capacity, they cannot meet the diversified needs of tourists, and lack the ability to deal with emergencies and risks after the huge influx of traffic. While actively operating social network accounts, relevant localities also need to "strengthen their bodies", cultivate "internal strength", improve the cultural tourism industry chain, and coordinate the improvement of hardware level and software quality.
Tourists enjoy the scenery in Suzhou Scenic Area, Jiangsu
Creating high-quality cultural tourism IP lies in the accumulation of word of mouth. The cultural tourism industry is an important starting point for promoting consumption and expanding domestic demand, and it needs to be clear that the reason why some scenic spots not only win traffic but also leave a reputation is also because of the perseverance in strengthening the supervision of service quality and creating a tourist-friendly tourism environment. All in all, the promotion of cultural tourism is innovative and down-to-earth, so as to truly retain tourists and win a good reputation. (CCTV special commentator Wang Zhong's)
Source: CNR