As the ticket economy continues to be regulated by the government and the market, many scenic spots are exploring ways to get rid of the ticket economy, introduce more formats and secondary projects in the scenic spots, and expand non-ticket income, which has become a must-go for scenic spots. Facts have proved that there are many scenic spots to develop "tourism +", adhere to the integration of tourism and various industries, enrich the industrial elements of food, housing, transportation, tourism, shopping, entertainment and other industrial elements in scenic spots, and increase income by attracting tourists to consume and retain tourists. Especially for small and medium-sized scenic spots, they can not be compared with large scenic spots in terms of natural beauty, and if they want to gain the favor of tourists with more and more picky tastes, they must make efforts in this regard, but even so, there are still many problems faced by small and medium-sized scenic spots in the second match.
How to integrate businesses and enrich the products of various formats in the scenic spot
How to publicize the Internet celebrity match-two project in the scenic spot?
How to grasp the consumption psychology of tourists for promotion?
How to operate the scenic spot to obtain online traffic?
Build a "one-stop" product direct sales platform for scenic spots"
Nowadays, everyone's consumption habits are completed through mobile phones, so for scenic spots, the best publicity channel is to use the official service platform of scenic spots with small program applications as the entrance to put their scenic products and tourism resources online for dissemination and sale. Through the travel needs of tourists, some characteristic tourism products are launched, and various consumption scenarios in the scenic spots such as local famous hotel accommodation, food and beverage, specialty sales, and value-added services are put on the shelves, and even from time to time according to holidays, off-peak seasons, etc., through various online marketing means to plan preferential activities to attract tourists to consume and repurchase, not only to provide rich products for local citizens and foreign tourists, but also to increase the comprehensive income of scenic spots.
How to use the platform to operate products and launch diversified marketing activities is an important part of improving the consumption of scenic products. Today, Juyoujun will talk to you about how to use the platform to do a good job in the operation and marketing of scenic spot products?
01. Cultural tourism activities promote consumption
Coupons, full discounts, and limited-time flash deals
Generally speaking, the common marketing activities of scenic spots are specific holiday scenic spots and businesses to jointly engage in activities, and launch various preferential packages, such as: tickets + fun, hotels + catering, B&B + barbecue and other combination of preferential projects, and use the platform to set up time-limited flash purchase marketing activities from time to time.
The multi-format double middle platform of the smart scenic spot provides dozens of marketing methods such as national marketing, coupons, points deduction, bargaining, new customer reduction, fission, full reduction, grouping, pre-sale, seckill, etc., and has been used as the entrance with the WeChat applet, and the scenic spot can choose the appropriate marketing function according to the goal of each marketing campaign.
Scenic spots and merchants can use marketing methods such as "limited time", "limited quantity" and "ultra-low price" to attract users to participate in activities, such as the whole site seckill as low as 9.9 yuan, etc., for new users, you can also push no threshold newcomer coupons, create a gift to enter the store, pay courtesy activities, let tourists receive coupons and then buy and write-off, and then send coupons after the order, two-pronged approach, pull the transaction.
This mode of scenic spot promotional activities is more likely to get the attention of tourists, and can even attract traffic for the scenic spot, help the scenic spot to do a variety of combination packages, a variety of promotional gameplay, increase the secondary consumption income of the scenic spot, and reduce the burden of the ticket economy.
02. Distribution fission to promote new activation
Secondary distribution, employee distribution, national distribution
Our platform is backed by WeChat, and hundreds of millions of users are connected to each other based on the social relationship chain, so WeChat Mini Program is currently the most suitable platform for fission customer acquisition.
For tourist attractions, parks, and exhibition halls dominated by local tourists, distribution fission is a very good marketing model, with the help of WeChat's huge traffic to achieve order growth, so that tourists can bring tourists and continue to bring profits to scenic spots.
Scenic spots or merchants can use tickets, hotels, catering, special products and cultural and creative products, Huimin cards, etc. as distribution products for distribution through various channels, so as to obtain a large number of new users, so that users can precipitate on the platform through various drainage, and finally transform into scenic spot customers to form a second repurchase and enhance tourism revenue.
01
One-click distribution to easily reach customers
Distribution applications such as secondary distribution and group buying can bring direct customers and are also efficient distribution tools.
02
There is no restriction on status, and it can be distributed by businesses or individuals
There is no restriction on the identity of a distributor, and an individual or entity can become a distributor. Include:
(1) Travel agencies, hotels, B&Bs, tourism regional platforms and other tourism-related enterprises;
(2) Individuals with their own private domain traffic, such as travel experts, Internet celebrities, tour guides, and community group buying leaders;
(3) Scenic spot employees and ordinary tourists can also become distributors.
03
Earn commissions for national distribution
It can be automatically rebated according to the percentage of the order amount, and through the sharing of the rebate, it can fully mobilize its enthusiasm and let the tourists and the masses spontaneously fission.
03. Create a member economy in scenic spots
Membership benefits, recharge gifts, and point redemption
Whether it is a large scenic spot or a small or medium-sized scenic spot, there are always consumers within 300 kilometers around it. So the membership economy is a means worth exploring. Juyou Technology helps scenic spots build their own member fan economy, so that more tourists can enjoy a more preferential and diversified consumption experience.
In terms of customer acquisition in scenic spots, we have set up membership level division, points and stored value card functions on the platform, so that tourists can enjoy benefits such as full gifts, membership points, and project discounts as long as they save a certain amount of money, increasing the possibility of customer acquisition.
For example, the scenic spot sets up a preferential activity of "full gift" for members to recharge, such as 500 yuan of recharge amount, you can get 50 yuan points, or set up multi-level membership rights, such as silver, gold, and black brick, each level enjoys different rights and discounts, so as to enhance the activity of members and stimulate the secondary consumption of the scenic spot.
After registering as a member, tourists can use the membership card to take the cableway, sightseeing car, animal feeding experience in the scenic area, and even buy grilled sausages, ice cream, etc., as long as it is within the scope of the membership rights and interests of the scenic spot, tourists can easily and conveniently enjoy certain discounts while using the membership payment.
Tourists can recharge and consume online through the membership service function of the platform, and can query all kinds of consumption details, and members can choose the memory card + other payment methods to combine payment when they consume in the scenic spot, so that the memory card can be used like a "wallet", stimulate the consumption of members of the scenic spot, and improve the repurchase rate of the scenic spot.
04. All-in-one card to increase the frequency of travel
All-in-one card, season card, annual card, consumption card
Small and medium-sized scenic spots worry that no one knows, large scenic spots are worried that no one comes in the off-season, scenic spot card may as well try to become a drainage mode to balance the off-peak season, increase the off-season of well-known scenic spots, ordinary scenic spots throughout the year.
Juyou technology has launched a variety of forms of one-card combination consumption mode, such as a card, a season card, an annual card, and a Huimin card, using the form of "electronic card" that is ready to use, and has opened up the payment link of a number of scenic spots/attractions from the bottom.
Food card, transportation card, scenic spot card, Huimin package consumption card...... Swipe the card to travel, eat, and play all over the surrounding scenic spots, and truly realize the "all-in-one card tour" of citizens, how many ways to play the all-in-one card of the scenic spot?
◆ Open up multiple scenic spots in the scenic spot to purchase cards and free tickets;
◆ A combined consumption card for secondary entertainment places such as small transportation, entertainment facilities, cable cars, and cableways in scenic spots;
◆ Open up the Huimin card of ticket + catering + accommodation + entertainment.
Within the validity period of one year/year and a half/one quarter, cardholders can pay with the code when they arrive at each consumption scene, enjoy free tours of scenic spots throughout the year, and enjoy a series of discounts on food, accommodation, transportation, travel, shopping and entertainment, in various forms and free combinations.
05. Popular marketing tools generate revenue
Badge check-in, treasure hunt in scenic spots, and AR script killing
Scenic activities are a very important part of scenic marketing, and doing a good job in scenic activities can not only play a role in promoting and building momentum, but also increase the revenue of scenic spots.
For example, Juyou Technology's online cultural tourism badge check-in, scenic spot treasure hunting, AR script killing, and scenic script map tour have attracted the attention of many tourists as soon as they were launched. In the event marketing, these activities set up "bait" for tourists to make tourists have a sense of value, and the high sense of value, the stronger the attraction, and the greater the drainage effect.
Cultural tourism badge check-in
There are many ways to check in the badge, in the form of "play track" to guide tourists to check in and play in tens of millions of scenic spots, light up the badge, and you can get a blind box if you check in successfully, and the blind box is set up with free tickets, parking coupons, vouchers and other gift packages, which are used as "bait" to attract tourists to take the initiative to play.
Online travel
The scenic spot can set up an online cloud tour of popular scenic spots, so that tourists can visit the scenic spot without leaving home, and use WeChat step count to replace the online cloud tour scenic spot, and each time you finish an online tour of an attraction, you can receive rewards, and you can redeem real gifts or scenic spot coupons for each route you visit.
Treasure hunt in the scenic spot to win big gifts
The scenic spot is divided into a number of popular attractions as treasure hunt activity areas, tourists according to the clue guidance, looking for scenic spots or a corner, tourists arrive at the treasure destination, "open the treasure chest" can receive random drop coupons, consumption coupons and customized DIY cultural and creative gifts for free.
AR script kills immersive experience
AR Script Kill is like participating in a large-scale adventure game, where visitors can complete various tasks in real scenes, get different interesting experiences, and get additional coupons, discount coupons, full reduction coupons and other prizes after completion, and this new game form also injects new vitality into the scenic spot and drives more scenic consumption.
Map interactive script tour
The interactive script tour of the scenic spot is based on GIS positioning technology, with the real scene of the scenic spot as the background of the script, and the environment of each scenic spot itself as the carrier, integrating various functions such as "breaking through the plot, finding clues, checking in popular scenic spots, and accumulating route badges" to create a variety of fun and interesting real-life gameplay modes.
Cultural tourism metaverse
In this space, tourists can create roles, multi-person online, socialize, shop, and entertain, and tourists can also socialize and pay online, create transactions, and drive new consumption in the scenic spot.
06. Live video burst traffic
Short videos, live broadcasts, and vlogs
More and more people are choosing to look for travel inspiration on short videos, and short videos, live broadcasts, and vlogs, as an emerging marketing method, are bringing huge traffic to scenic spots. Nowadays, many scenic spots have carried out high-coverage cultural tourism marketing based on new media social platforms such as Douyin, Kuaishou, and Xiaohongshu.
I have to say that the marketing model of "short video + scenic spot" has its own traffic, fans, and communication effect, and the core advantages of the scenic spot can be amplified by shooting and uploading short videos of the scenic spot.
Scenic spots can help scenic spots improve brand exposure and influence, attract more accurate target consumption tourists, and ultimately achieve the revenue target of traffic monetization.
07. Online and offline integrated operation and promotion
Event posters, roll-up banners, scenic spot billboards
Through the platform and corresponding marketing strategies, the scenic spot can effectively connect offline and online, guide offline individual tourists to the online private domain traffic pool of the scenic spot, and realize the integrated operation of online and offline.
Tourists may not be willing to download the APP and register the official website of the scenic spot in order to buy tickets to the scenic spot, but they will be more willing to scan it and enter the mini program to buy, because the latter is the most convenient and fastest for tourists.
For example, the scenic spot is promoted through the event poster, offline roll-up banner, Taiwan card, etc., on the poster, we can add a QR code, use preferential activities to attract users to take the initiative to scan the code to buy tickets, and prompt tourists to pay attention to the official account to receive a 5 yuan coupon when purchasing, and most tourists will go to receive the coupon, so that the offline traffic is gathered.
All in all, there is a lot of room for digital marketing operations in scenic spots, bringing more business opportunities and tourist convenience to scenic spots. With the expansion of the scale of online consumers, the cultural tourism industry will also open the era of "traffic competition" one after another, and scenic spots choose to land their own direct sales platforms to develop private domain traffic, which will become a magic weapon to increase their own revenue.