Green Dimension Introduction:The Halloween event became popular with a Shanghai giant deer land;**Festival has become the main cultural product of prosperous night tourism;From "village BA" to "village super", sports activities have led to the ...... of the night economy in the countrysideEvents have become the main means of attracting tourists to tourist destinations. At present, scenic spots, blocks, parks, large and small activities can be seen everywhere, when all places begin to "roll" up activities, activities become the same, lack of highlights and explosions. How to create a popular event?What are the success factors of popular activities, and how should they be developed and planned?
01 Innovation in the marketing model of cultural tourism activities
As a tourism marketing product, cultural tourism activities have attracted great attention from tourism enterprises and tourist destinations due to their huge image communication and aggregation effect, economic income peak aggregation effect, and related industry driving effect. The holding of a successful cultural tourism activity can not only enhance the image of the tourist destination, spread the culture of the tourist destination, but also stimulate the consumption of tourists, and form a good economic benefit and social influence.
From 1983, Luoyang City, Henan Province founded China's earliest tourism festival - Peony Flower Festival, all over the country to the leading role, have created a lot of tourism festivals;In the 90s of the 20th century, China's tourism festivals were more closely integrated with the local economy, and industrial festivals and product festivals quietly emergedBy the 21st century, cultural tourism activities have been further adjusted in terms of ideas, content, form, operation mode and organizational structureIt has basically formed several types of festivals, exhibitions, performances, theme events, and sports events.
1. Festivals
Main content:Festivals are a kind of social activities that are passed down from generation to generation in the form of specific theme activities on fixed or irregular dates. This includes traditional festivals and themed festivals.
Traditional festivals:Naadam of Mongolia, Torch Festival of Yi Nationality, Songkran Festival of Dai Nationality, Spring Festival, Mid-Autumn Festival, etc.
Theme Festivals:Beer Festival, Harvest Festival, ** Festival, Art Festival, etc.
Typical Cases:Wuzhen Theater Festival, Qingdao Beer Festival, Harbin Ice Sculpture Festival, etc.
Wuzhen Theatre Festival: Let Wuzhen become a culture and a life
Wuzhen Theatre Festival is a series of activities jointly initiated by Chen Xianghong, Huang Lei, Lai Shengchuan and Meng Jinghui, and sponsored by Wuzhen Co., Ltd., aiming to strengthen international theater exchanges and develop and prosper domestic theater culture. In 2023, the Wuzhen Theater Festival will celebrate its 10th anniversary.
On the 2023 festival ticketing day, a total of 324,840 people purchased tickets online, an increase of 24 compared to last year's 2601958% or more;Approaching the opening of the festival, the flow of visitors to Wuzhen's Xizha has surged visibly, and the crowds have been surging during the 11 days of the festival.
Chen Xianghong said, "Like drama art, we always insist on conveying the positive energy of society and a less dogmatic beauty of the world. "It's not just a cultural festival, a lot of people don't even come to see the theater, he just comes to feel the atmosphere. ”
Chen Xianghong sincerely believes that all this gives Wuzhen "a kind of beauty that can be touched and preserved, a kind of beauty that can inspire us", and then constitutes "the power of a small town". So he really doesn't want Wuzhen to be just a tourist town, "it is a cultural town, but also an industrial town, and it should have more labels."
2. Performances
Main content:The performance activities we have here mainly refer to performances related to cultural tourism, mainly including tourism performances, folk performances, light shows, large-scale concerts, carnival performances, etc.
Typical Cases:Major star concerts in 2023 (Jay Chou Carnival Concert, Mao Buyi's Young Bird Guide Concert, Hua Chenyu's Mars Concert, Zhang Shaohan's Fable Concert, etc.);tourism performing arts, etc.
Jay Chou's four-day concert brought 9With 7.6 billion tourism revenue, concerts have become a new engine for consumption
On July 4, 2023, according to the news released by Hainan Province, the official Weibo of the Hainan Provincial Information Office, Jay Chou's 2023 Carnival World Tour Haikou Station attracted a total of 15460,000 citizen tourists entered, including 9 tourists from outside the province510,000 person-times, accounting for 61 of the total5%；Tourists (including citizens) in the province 5950,000 person-times, accounting for 38 of the total5%。
3. Sports events
Main content:Sporting events generally refer to regular competitions of a relatively large scale and level. Here we mainly refer to events that can attract people from different regions.
Typical Cases:Hangzhou Asian Games, Chengdu Universiade, Village Super, Village BA, Marathon Races in various places, etc.
From "Village BA" to "Village Super", activities have brought fire to the rural night economy
In March 2023, the "village ba" in Guizhou will be on fire;In May, Guizhou's "village super" became popular again. Whether it is the explosion of rural sports on the whole network, or the explosion of urban economy, it fully reflects the driving role of sports events in the regional economy.
From March 25 to 27, 2023, in the finals of the first "Beautiful Village" Basketball League in Guizhou, Taijiang County received 18 tourists in 3 days and 4 games190,000 person-times, achieving a comprehensive tourism income of 55.16 million yuan, and per capita consumption of about 300.
For Taipan Township, the host of the village BA, **preliminary statistics, the average audience per game in the 4 days of competition exceeded 150,000 people. Due to site limitations, more than 10,000 people wandered around the periphery every day who could not enter the scene, and according to this calculation, a total of 100,000 people came to Taipan Township, even if they spent 100 yuan per capita, they left at least 10 million yuan of income in just 4 days. You must know that the entire Taipan Township is only 180,000 people.
From May 13 to July 29, 2023, the Hemei Rural Football Super League was held in Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province (Sanbao Dong Village), and 20 village-based teams dedicated 98 wonderful games to the audience, with millions of people watching the game, more than 50 million onlookers, and the traffic of the whole network exceeded 30 billion times.
Fourth, exhibitions
Main content:Exhibition refers to the abbreviation of collective commercial or non-commercial activities such as conferences, exhibitions, trade shows, exposition, trade fairs or trade events, etc., and large-scale events. Regardless of whether the theme of the conference is related to tourism or not, as long as the event is influential and radiant enough, it can bring a good impact.
Typical Cases:World Internet Conference, China International Tourism Commodities Expo, Cosplay Comic Con, Creative Market, etc.
China (Arshan) Tourism Conference
The 2023 China (Arshan) Tourism Conference, co-sponsored by the Ministry of Culture and Tourism, Xinhua News Agency, and the people of Inner Mongolia Autonomous Region**, was launched on September 2, 2023 in Arshan City, Xing'an League, Inner Mongolia. With the theme of "Integration of Culture and Tourism and Green Development", the conference adhered to the combination of display and promotion, online and offline linkage, and launched nine major activities, including "thousands of cars and thousands of people" self-driving tour through the Daxing'an Mountains, forum exchanges, rural tourism and art promotion actions, "intangible cultural heritage + tourism", and vacation product experience. The conference runs until 3 September.
5. Thematic events
Main content: Event marketing is to create newsworthy events by grasping the rules of news, and through specific operations, so that the news event can be disseminated, so as to achieve the effect of advertising.
Typical case: In 1999, Zhangjiajie held the "Zhangjiajie World Aerobatics Grand Prix" with the theme of "crossing Tianmen and flying to the 21st century", and 11 world-class aerobatic masters from 9 countries successfully crossed the Tianmen Cave, which made Zhangjiajie "Flying Amazing" a popular scenic spot, and the number of tourists maintained a growth rate of 50% for two consecutive years.
In recent years, there is another Laojun Mountain that has become popular because of the "One Yuan Lunch" marketing campaign, "One Yuan Lunch" refers to tourists investing one yuan on their own to buy "one yuan **" including noodles, steamed buns, poached eggs From 2017 to the present, during the National Day ** week of Laojun Mountain for 7 consecutive years, "One Yuan Lunch" continues to be popular on the Internet, this marketing case transformed from the Xi of Taoist priests going down the mountain to give porridge to tourists, ushered in rave reviews from tourists.
Zibo barbecue marketing campaign
Since March, Zibo barbecue has become the "top stream", when everyone thinks that the storm will soon subside, Zibo vigorously and resolutely take advantage of the situation, Zibo high-speed rail barbecue train, Zibo bus barbecue line, Zibo barbecue city, Zibo barbecue festival ......, Zibo really continued the traffic until May Day, and even continued to continue.
Before the holiday began, Zibo officials expected 120,000 people to visit Zibo, but they clearly underestimated the enthusiasm of tourists. According to statistics, during the five-day holiday, the cumulative number of passengers sent and arrived at Zibo Station exceeded 480,000, and if you count the people who come to Zibo by car, bus and other means, this number is far beyond imagination. According to the "2023 May Day Tour Blowout Data Report", during the "May Day" period, Zibo's tourism consumption increased by 73% month-on-month compared with April, and the average daily consumption amount of tourists at local small and medium-sized businesses in Zibo also increased by nearly 40% month-on-month.
Zibo Municipal Bureau of Culture and Tourism.
02 Development model of cultural tourism activities
Mode 1: Classic regression
The classic return type is to keep the form and content of local traditional festivals unchanged on the basis of reflecting the authenticity of local customs and festivals, and show the original style to tourists.
Under this development model, festival planners do not need to change the form and content of the event, mainly to maintain the "originality" of the traditional activities, through the systematic and comprehensive research of local folk festivals, with the help of various publicity and planning activities, to attract tourists with the mystery and personalization of traditional activities.
Mode 2: Traditional lifting type
This refers to the development of activity content and innovative activity concepts on the basis of traditional activities, which is a modification and promotion of traditional festival activities, and the use of the shell of traditional folk activities to plan and develop modern cultural and tourism activities to meet the needs of tourists.
It requires planners to pay attention to the matching degree between "old pots" and "new wines", which must be innovative and not cross-flavored, and not only maintain the traditional style, but also have content innovation.
Mode 3: Refining and integration
This development model is an integrated analysis of various actual and potential tourism resources in the region, through the excavation of local traditional culture, folk customs and other resources, the representative or monopoly things are extracted, and then the appropriate activity carrier is selected to be packaged, and a festival development model is made to produce tourism attraction by giving it a special festival meaning and taking a certain festival to carry out and carry out.
Mode 4: Creating something out of nothing
If a place has neither distinctive traditional festivals and customs, but also has no strong cultural customs, how to develop cultural and tourism activities?The development model of making something out of nothing is one way to solve the problem. By attracting valuable exhibitions, events, festivals, etc., combined with modern characteristic resources such as local typical environment, special food, craft products and popular elements, cultural and tourism activities with local characteristics are formed.
The "none" here does not mean that there is really none, but the tourism resources that have existed but have not yet been systematized and have not formed the form of activity expression.
03 Key points for the development of cultural tourism activities
Looking at the above activities, successful cultural and tourism activities often have the following characteristics: scale, theme, freshness and experience, which can be created from the following six aspects.
The first is to start from the industryAccording to the characteristics of local industrial development, the combination of tourism and different industries, the ultimate contrast will break the inherent concept of tourists, bring a different sense of freshness, such as the integration of sports, agriculture, health care and other industries, such as village super, village BA can become popular on social platforms, this is the reason.
The second is to start from scaleWe often say that "big festivals build momentum, small festivals make the market", that is, by holding one or two large-scale classic cultural tourism activities to form a strong publicity momentum in the market, so that it can quickly develop to a large scale and great influence, and maintain a good momentum of brand upward development. On the other hand, in the planning process of the festival, it is necessary to make full use of a variety of marketing methods, make full use of various local tourism resources, seek the localization of activities, and enhance the influence of the theme festival on the basis of localization, so as to rapidly expand the market.
The third is to start from the format, introduce the scenes and formats that young people love, and meet the diversified social and cultural needs of young people, such as everyone's favorite ** festival, cosplay comic exhibition, creative market, wild luxury camping and other activities.
Fourth, start from the theme, the fusion of creativity and gimmicks, like Fliggy once combined with the northwest desert terrain, in Ningxia Zhongwei Shapotou Scenic Area held the "Desert Hertz Festival", the endless wilderness desert into a wonderful ocean, with the desert "sea" gimmick to stimulate the interest of young tourists, this activity has received wide attention from the public;Secondly, increase interactivity in the part of the activity, such as social challenges, check-in and sharing, and create a unique atmosphere, so that tourists can actively participate in the activity and enhance the sense of experience.
Fifth, start from coordinationOn the one hand, in the same area, it is necessary to pay attention to the excavation and development of tourism resources in each "point" in the region, and finally combine them according to a certain idea to achieve common and orderly development in this regionOn the other hand, between different regions, the venues where relevant cultural and tourism activities are held can be integrated and planned to strengthen the mutual cooperation between places.
Sixth, start from timeto form a serialization of the time schedule. First, the development of various activities in the region should be distributed according to the season or time to avoid the phenomenon of festival clusters. The second is the development of various cultural and tourism activities in the region, and the development and promotion of festival activities in stages according to the actual situation. Third, the arrangement of cultural and tourism activities itself should have a concept of time, and there will generally be a number of activities under each theme festival, and the planning plan should arrange these activities in order in advance to avoid the chaotic scene caused by improper operation.