According to data from the Mega Engine City Research Institute, on Douyin, a short video of a killer whale hunting penguins in Antarctica achieved 2.94 million user likes, and a short video of a kangaroo mother feeding a kangaroo baby was praised 2.628 million times. The short video platform breaks the geographical restriction and leads thousands of users to see a better place. In the wave of "short video + cultural tourism", how can cultural tourism brands and scenic spots share industry dividends and make business enter a better state?
On October 20th, under the guidance of the Department of Culture and Tourism of Henan Province, the Internet Information Office of Henan Province, the Publicity Department of Zhengzhou Municipal Party Committee, the Beijing Giant Engine Network Technology Co., Ltd., and the Yinji International Tourism Resort, the Domain View China Giant Engine Cultural Tourism Ecological Conference was successfully held in Zhengzhou, Henan Province. The conference discussed the new form, new operation and new future of the development of the cultural tourism industry, dismantled the growth methodology of cultural tourism enterprises, helped brands and cultural tourism destinations embrace the new trend of global operation, and made the beautiful cultural tourism within reach.
<h1 class="pgc-h-arrow-right" data-track="3" > insight into the new form of cultural tourism industry and stimulate business growth with "global management"</h1>
In the new era of mass cultural tourism consumption, the industry is facing diversified trends such as the integration of cultural tourism and the competition of scenic spot marketing. Fully understanding the new form of the cultural tourism industry and actively embracing the new thinking of cultural tourism management is the key to achieving overtaking in curves and long-term growth.
Jiang Jiding, Secretary of the Party Group and Director of the Department of Culture and Tourism of Henan Province
Shi Dadong, deputy director of the Propaganda Department of zhengzhou municipal party committee, secretary of the party committee, chairman of the board of directors and president of Zhengzhou Newspaper Group
Xue Hui, CEO of Beijing ByteDance Henan & Jiangsu
Jiang Jiding, Secretary of the Party Group and Director of the Department of Culture and Tourism of Henan Province, Shi Dadong, Deputy Director of the Publicity Department of the Zhengzhou Municipal Party Committee, Secretary of the Party Committee, Chairman and President of Zhengzhou Newspaper Group, and Xue Hui, CEO of ByteDance Henan & Jiangsu in Beijing, attended the meeting and delivered speeches.
Li Xinjian, member of the "14th Five-Year Plan" Expert Committee of the Ministry of Culture and Tourism, special expert of the World Tourism Cities Federation, and professor of Beijing Second Chinese College of Foreign Studies
At the conference site, Li Xinjian, member of the "14th Five-Year Plan" Expert Committee of the Ministry of Culture and Tourism, special expert of the World Tourism Cities Federation, and professor of beijing Second Chinese College of Foreign Chinese, interpreted the new form of cultural tourism industry development from the dimensions of the changes in supply and demand of the cultural tourism industry, the consumption tendency of cultural tourism in the post-epidemic period, and the differentiation characteristics of cultural tourism consumer groups. He pointed out that the industry needs to establish a new business thinking around the perspective of product innovation and value realization, so as to enter the new future of high-quality, integrated and intelligent cultural tourism industry.
Cheng Chi, a famous composer, senior performing arts producer, and director of the cultural and tourism integration project
In this context, high-quality projects that can drive cultural tourism consumption are excellent industry vanes and point out the direction of transformation for cultural tourism enterprises. In this regard, Cheng Chi, a famous composer, senior performing arts producer and director of the cultural tourism integration project, combined with local cases in Henan such as "Only Henan" and "Impression Taiji", analyzed how the content of cultural tourism mobilized the appetite of young people, and further interpreted the driving force brought by new media such as short videos and new technologies such as digital cultural tourism. In Cheng Chi's view, the collaborative promotion of content and technology is an important starting point for creating explosive cultural tourism projects, and he also said that the huge engine can output systematic solutions for the industry from the perspective of global operation.
Cao Rui, head of marketing strategy at Massive Engine
Cao Rui, head of the marketing strategy of the huge engine, further interpreted the overall business strategy of the huge engine: through the advertising marketing with both exposure breadth and delivery accuracy, it helps cultural tourism enterprises reach potential users; uses the national task, the Vibrato challenge, etc. to create circle content to drain the brand and scenic spots; with the enterprise number to consolidate the private domain position, the cultural tourism brand can "circle loyal fans", coupled with local life services, mini programs and other tools to improve the back link, to achieve the final transformation from the traffic field to the business field.
Xu Jiaying, Project Director of Corporate Social Responsibility Department of Beijing ByteDance
Jiang Qian, Director of Business Analysis of Massive Engine
Under the guidance of the overall management thinking, from the city to the countryside, the marketing scope of platform cultural tourism is becoming more and more refined. Xu Jiaying, project director of the Corporate Social Responsibility Department of Beijing ByteDance, interpreted the "Byte Rural Plan" on the spot and helped the countryside embrace the new trend of the industry by initiating projects such as vocational training for new farmers, mountain goods on the headlines, and dou in the mountains.
According to Jiang Qian, director of business analysis of Huge Engine, in the first half of this year, the video playback of "rural" related topics on Douyin reached 49 billion+ and the number of video interactions was 1.1 billion+. In addition, the huge engine also boosts rural development with digital capacity building, and the huge engine city research institute released the report "Culture Empowers Tourism, Tourism Revitalizes the Countryside", so that more treasure villages jump into the public vision.
The scene of the launching ceremony of "Domain Sees a Beautiful Hundred Cities"
(From left to right, Hu Cheng, General Manager of Yinji Animal Kingdom, Li Wei, General Manager of The South District of the Local Channel of Giant Engine, Member of the 14th Five-Year Plan Expert Committee of the Ministry of Culture and Tourism, Distinguished Expert of the World Tourism Cities Federation, Professor of Beijing Second Foreign Chinese College, Jiang Jiding, Secretary of the Party Group and Director of the Department of Culture and Tourism of Henan Province, Li Wei, Vice President of the Local Direct Operation Business of Giant Engine, Xue Hui, Executive President of ByteDance Henan & Jiangsu, Beijing)
As one of the highlights of the conference, the launching ceremony of the 2021 giant engine feature investment project "Domain Sees a Beautiful Hundred Cities" was held on the spot, and with the landing of follow-up activities, it will continue to explore the beautiful cultural tourism genes of various cities and regions, and stimulate new possibilities for cultural tourism business with global operation.
<h1 class="pgc-h-arrow-right" data-track="21" > activate the content ecology of the platform to tell the story of cultural tourism and go to a better future with the city</h1>
Li Xiang, head of local direct industry operation of Huge Engine
At present, "Jingrong in the city" has become a major feature of cultural tourism marketing, from scenic sightseeing, local line tours, homestay hotels, outdoor experience, every link of urban life can become a cultural tourism marketing contact point, the conference site, The head of the local direct industry operation of the huge engine Li Xiang put forward such a point of view. This means that the way of telling stories of cultural tourism brands is more diversified, among which IP can carry the beautiful stories of cities and regions by virtue of its high-quality content aggregation and user stickiness advantages, and has become an important starting point in the new era of cultural tourism marketing.
Zhou Yubo, director of the local direct cultural tourism industry in Henan, a huge engine
Jiang Gaojian, director of cultural tourism strategy in the north area of the regional business of the huge engine channel
At the conference site, Zhou Yubo, director of the local direct cultural tourism industry in Henan, combined with the IP of the "Global Cultural Tourism Creators Conference", shared the important role of high-quality talents and cultural tourism professionals; Jiang Gaojian, director of cultural tourism strategy in the northern area of the regional business of the giant engine channel, started from the "beautiful destination" to interpret the online and offline integration behind the IP landing in 21 provinces across the country and the 10.7 billion plays of the online challenge.
Wu Yuanlin, director of the local direct cultural tourism industry in Zhejiang, a huge engine
Xue Xiang, head of vertical business of Jiangsu local direct operation center of Huge Engine
Wu Yuanlin, director of the Zhejiang local direct cultural tourism industry of Huge Engine, took "Crystal Nanxun • Crystal Crystal Girl" as an example to share the new way of telling the story of Nanxun Ancient Town; Xue Xiang, head of the vertical business of the Jiangsu Local Direct Operation Center of Huge Engine, focused on the heavy IP of platforms such as the Jitter InCity Good Life Festival, and explored the organic integration of local characteristics and popular gameplay.
Li Wei, executive director and general manager of Hangzhou Maixi Cultural and Creative Co., Ltd
Chongqing Tiao is Wang Yingxi, marketing creative director of Dao Information Technology Co., Ltd
In the incubation process of explosive IP, service providers have become important participants by virtue of their creativity and resource integration capabilities. At the conference site, Li Wei, executive director and general manager of Hangzhou Maixi Cultural and Creative Co., Ltd., combined with jinyun mountain goods e-commerce festival, chaoxing Qianjiang and other out-of-the-loop cases, shared how service providers can integrate into the platform cultural tourism ecology and help the marketing effect to a higher level. Wang Yingxi, marketing creative director of Chongqing Tiao Dao Information Technology Co., Ltd., explained how the "Bashan Yushui Song Walk" activity linked multiple cities and displayed Chongqing's cultural heritage and scenic characteristics in three dimensions.
Douyin creator Hangzhou Xiaohei Zhuming
Whether it is eye-catching IP or innovative gameplay, behind it is high-quality content as a support, and vertical talents are the core producers of cultural tourism content. At the conference site, Hangzhou Xiaohei Zhuming, the creator of Douyin video with a cumulative playback of 4 billion, explained in detail the creation skills of the explosive short video from the dimensions of content selection and shooting skills. Da Ren also pointed out that platforms such as Giant Star Map can help "the right brand meet the right person", promote efficient cooperation between cultural tourism advertisers and creators, and promote the prosperity and development of cultural tourism content ecology.
The roundtable forum session further integrates the dry goods on the spot of the conference, and conducts in-depth discussion and methodological precipitation.
Live pictures of the Roundtable Forum
(From left to right: Wang Jing, Chief Commercial Officer of Global TravelCom, Wu Lei, General Manager of the Market Center of Yinji Culture and Tourism Group, Wang Jiuwei, Director of the Publicity and Promotion Department of the Department of Culture and Tourism of Henan Province, WormMan, creator of Douyin, and Ouyang Junbo, head of local direct national marketing of Huge Engine)
Wang Jing, Chief Commercial Officer of Global Travel News, as the guest of honor, discussed with Wang Jiuwei, Director of the Publicity and Promotion Department of the Department of Culture and Tourism of Henan Province, Wu Lei, General Manager of the Market Center of Yinji Cultural Tourism Group, Ouyang Junbo, creator of Douyin, and Ouyang Junbo, head of local direct national marketing of Giant Engine, on "How to Go from Internet Celebrity to Changhong" in Cultural Tourism Destinations.
Among them, Wang Jiu, director of the Publicity and Promotion Department of the Department of Culture and Tourism of Henan Province, said on the development strategy of cultural tourism in Henan Province: Since the development of the cultural and creative integration strategy of cultural tourism in Henan Province, it has fallen on one word, that is, "creation", that is, creativity, innovation and creativity. "Creation" is "broken", there is a break, there is a stand, abandon the immediate interests, pay attention to sustainable development, focus on the main force of the Z generation, and unswervingly go on the road of in-depth excavation, publicity and promotion, and promotion of traditional culture.
Wu Lei, general manager of the market center of Yinji Cultural Tourism Group, said that Yinji Cultural Tourism Group is committed to creating a "new benchmark for global parent-child cultural tourism", focusing on the creation and improvement of parent-child products and improving the quality of parent-child services, and in the future, shaping Yinji Cultural Tourism Group into a super brand of parent-child entertainment! This is not a cornering overtaking, but to get out of a track of its own!
Wang Jing, chief commercial officer of Travel Around, pointed out that the circle of cultural tourism scenic spots needs to reach subdivided groups, explore product upgrades, and create a cultural tourism consumption experience that allows young people to "go to the top". Douyin creators who are well versed in the logic of creating explosive content have also expressed their own views: the cultural tourism crowd attaches great importance to the sense of experience and word of mouth, relying on the huge amount of engine platform data, can accurately anchor the direction of creation, and reach the same frequency with the target users, at the same time, the penetration of the brand needs long-term operation, continue to let consumers form a perception of the tourism from multiple dimensions, in order to better stimulate the user's exploration potential.
Finally, Ouyang Junbo, head of local direct marketing of Huge Engine, put forward a unique point of view: young people should not only be defined in the age dimension, but also "young people with a positive attitude to life, as of April 2021, Douyin creators over the age of 60 have created more than 600 million videos, with a cumulative number of likes of more than 40 billion, and silver-haired people are contributing new traffic to the short video industry." From influencers to long-term celebrities, destination marketing needs to focus on a wider range of "young people".
<h1 class="pgc-h-arrow-right" data-track="47" > conclusion</h1>
At present, the public's yearning and pursuit of a better life, as well as the internal changes of the Internet and digitalization to the industry, have become the core driving force of the new cultural tourism era. The huge engine continues to expand the platform cultural tourism ecology, with content as the core, IP as the starting point, and methodology as the guide, helping cities and brands to grasp the overall business thinking and stimulate new possibilities for cultural tourism business. In the next journey, the huge engine will unlock more beautiful aspects of the cultural tourism industry and open up a broad imagination space for the cultural tourism industry.