It was supposed to be the off-season, and this scenic spot caught fire very suddenly.
Column |Cultural Tourism Business Observation.
Fields |Scenic spot.
The first time I saw Deram Village on Douyin, Zhu Lan, a young mother in Hangzhou, didn't even know how to pronounce the word ramming.
But after a few minutes of brushing, she made up her mind to take her family with her and consume the remaining annual leave in this small county town in Xiangxi Autonomous Prefecture, Hunan Province, which she had never heard of.
The bonfire of Douyin Lidetam Village is bright, the village is picturesque, the surrounding dwarf village bridge, Deram Canyon is full of ups and downs, the peaks and forests are towering, the streams and ditches are staggered, and the natural scenery is beautiful.
The most important thing is that the more than 130 Miao families who live now are "carnival" almost every day - Miao songs, Miao dances, lion grabbing, knife ladders, bullfights, and non-stop folk activities are "rare interactive experiences for parent-child travel".
Prior to this, Zhu Lan had the impression that her search keywords on Douyin were only a "niche destination", which was simple and crude, but the algorithm of thousands of people made her gain an unexpected and interesting journey.
During this year's May Day holiday, she and her husband were dizzy by their daughter, whether it was going to a 5A-level scenic spot crowded with people, or guarding the long queue of Internet celebrity food for several hours, it sounded like an "extremely power-consuming exercise", which was "unbearable on vacation" for the post-80s couple.
Going to Deram Village, a place that is not so crowded and convenient for walking the baby, is the right solution.
This winter, which was supposed to be the off-season in Deram Village, those tourists who had the same idea as Zhu Lan poured into Deram Village, bringing some visible changes to the local dwarf village wonders and other scenic spots.
Xiangxi Miao man (Haige) has 130,000 fans on Douyin, his label is "the third generation of Miao monkey drum king", "Xiangxi cultural tourism recommendation officer", in Haige's impression, Detam Village from November to February of the next year is the traditional tourism off-season, "But in the past two years, through **, live broadcast, villagers and scenic staff live broadcast, our entire village passenger flow is much better than the original." ”
Different from previous years, another obvious phenomenon is that the influence of Dangdetam Village has greatly increased, and the tourists who come to the scenic spot this year have also boosted the off-season income of merchants and villagers.
Being wrapped in such a world, of course, is very happy, and Xiao Wang, the staff of the Dwarf Village Wonder Scenic Area, is already a little unsuitable for this year's "grand occasion".
He recalled that in order to reward employees for live broadcasting and promoting scenic spots on Douyin, by this year, the reward amount for employees in Guangjing Scenic Area may be about 800,000 yuan.
Behind the high incentives is more generous returns, Douyin life service data shows that this autumn, the sales of the dwarf village wonders in Deram Village increased by more than 60 times year-on-year, and the traditional November off-season, sales also increased by more than 10 times year-on-year.
Maugham described the fate of man and place, saying"Chance throws them into an environment, and they miss a hometown they don't know where they are"。
At present, the "hometown culture" is prevalent, but many intangible cultural heritage projects and folk culture are facing the dilemma of promotion and inheritance.
This time, why is it Detam Village that is lively?
For this question, some similarities between the scenic spots that have emerged this year give some answers. In the past two years, similar to the explosion of scenic spots such as Baishi Mountain in Hebei, Wangxian Valley in Jiangxi, and Puzhehei in Yunnan, their resource endowments are relatively average, but they have gained unexpected tourist increments in the off-season by live broadcasting.
Taking Puzhehei as an example, under the guidance of the Douyin "Mountain Dou is a Good Scenery" project team, Puzhehei Scenic Area has made joint efforts in live broadcast and short **, and the number of self-broadcasts has increased from 0 in April to 17 in May, contributing 490,000 transactions, an increase of 100% month-on-month;The number of influencer submissions increased from 36 in April to 185 in May, contributing 200,000 transactions, an increase of 1,900% month-on-month.
Jiangxi Wangxian Valley was originally an abandoned mine, 10 years ago, stone mining was the main local industry, but also the main life of the people. Today, as a national 4A-level scenic spot, according to official data, Douyin tourists account for 25%, and Douyin officially released the 2022 data report, and Wangxian Valley was rated as the top 3 of the top ten attractions that Douyin users most want to go to in 2022"。
On November 1 this year, the "Mountain Dou is a Good Scenery" project landed in Hunan, and the wonders of the dwarf village were quickly put on the shelves on Douyin.
After becoming popular on Douyin, Brother Hai said that after watching the tourists who came to visit the short **, they came not only once, but with different friends and family members and even came five or six times, the original words were "Brother Hai can help us be a tour guide", and he learned Xi to play drums and slash and burn farming, and the accident and emotion were all mixed together.
The integration of business + original ecology makes the off-season of traditional scenic spots out of the circle with new tools and media.
In the eyes of many tourists who visit the wonders of the dwarf village for the first time, the first impression of the scenic spot basically comes from Douyin, and those short ** have formed their own unique temperament: in just a few tens of seconds, they tell the local aborigines to make batik, jewelry, perform, open inns and other work in the village, not preaching, looking for resonance in the truth and simplicity, and even contaminated with nostalgia that does not belong to them when leaving.
Of course, this feeling is not only brought about by the surge in online traffic, but also always accompanied by the novel experience offline.
After the integration of online marketing and scenic spots, there are Miao dance performances at 10:30 and 13:00 in the village every morning, and a 5D real-life immersive performance Detam Fantasy scene has been built, which is performed every Friday and weekend, and the venue is full.
Xiao Wang is quite proud of this, he believes that since the scenic spot launched marketing and publicity on Douyin, the effect is still obvious, greatly increased the amount of **, and also launched tourism products that are more suitable for young people.
Why do we launch a cloud homestay like Tianqiao Xianju, as well as a canyon starry sky tent base, and an immersive 5D theater Detam Fantasy?Xiao Wang said, "In fact, they are all about the young group we are talking about now, creating products that they like." ”
In this way, the people in the mountains bring out the beauty of the mountains, and the people outside the mountains bring in the hearts of yearning.
For Zhu Lan's children, Deram Village is a natural playground.
When the sun rose, they rushed headlong into the canyon, crossing the stream, stepping on the leaves, and letting the laughter drift higher and higher, and mingle with the morning mist;At dusk and sunset, just like the Miao family, they learned the monkey drum, danced the Miao dance, and warmed up the whole night.
There is not much of a business atmosphere, and the joy of the children is hidden in nature.
Later, Zhu Lan took a short photo of the child's daily life and posted it on Douyin, and the story of Detam Village, which is composed of the daily life of Miao Village, came to his face, attracting the attention of more people living and working in big cities in Beijing, Shanghai, Guangzhou and Shenzhen, and they asked how to get here.
Inadvertently, Detam Village has advanced from "full Douyin marketing" to the circle-breaking effect of "self-brought traffic", which is behind the current young people's tourism consumption Xi.
When some urban young people no longer focus on Internet celebrity cities, popular scenic spots, and the "must-check in this life" food recommended by major bloggers, and participate in the "team building" of people across the country, they choose to follow Douyin's "sinking tourism" and deliver their precious vacation to a county or even a township or village that they have never heard of.
What they want is to find a few days of free time to live the life they most yearn for but can't live, and what they need is to be told that such a place is real, so that Douyin, which has 700 million daily lives, has become the best media platform.
Hai Ge has seen more similar scenes, this year's travel is no longer restricted, and the tourism industry has also reached the moment of raising eyebrows. In the past 5 years, he has attracted many young people to this small village by filming **, bringing fire to local attractions, and the monkey drum and the bungee jumping of the dwarf village bridge have also become a new way for tourists to decompress.
Haige believes that it is precisely because of the marketing on Douyin that Detam Village, which has strong seasonal attributes, has attracted so many tourists in the off-season, which has virtually diversified the source of tourists in the scenic spot, no longer limited to neighboring provinces and cities, and new forms such as live broadcast and ** that are easier for young people to accept are also easier to attract a new generation of consumers to place orders.
Outside of Detam Village, Douyin's tentacles also extend to every tiny corner.
For a large number of scenic spot practitioners who are still worried about the "traditional off-season", how the year is going is just as good as the closing performance of the off-season in the last two months, and how the next few years will be will depend on the performance on Douyin.
Douyin is not only a platform, but also a tool, which not only carries massive traffic, but also empowers operators, and scenario-based and personalized recommendations can make the Douyin ticket purchase application in scenic spots an important tool to attract new users, and complete the transaction and conversion of people in a wider range of regions.
The experience of some practitioners is that the heat brought by revenge tourism to scenic spots has gradually decreased, and the grand occasion of "hard to find a room" only exists in the peak season. They hope that with the help of the popularity of short, live broadcast, and **, they can return to "May Day" and bring farther and more tourists like Detam Village.
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