With the continuous advancement of city brand building, 2023 will become the year of the "phenomenal" outbreak of urban IP.
Relying on their own unique cultural resources and local characteristics, many cities have successfully created their own urban cultural tourism IPs, from the "barbecue" in Zibo and the "rock capital" in Shijiazhuang, to the "village BA" in Taipan, Guizhou, and the "Erbin" in Heilongjiang.
The rise of these urban IPs is not only because various localities are striving to seek new directions for economic development, but also deeply reflects the deep-seated changes and iterations of social structure, group psychology, and intergenerational values
In this issue, we will walk into".Erbin"This year's buzzword. The icy Harbin has been in full swing recently, and "Erbin" has become a super engine to promote the cultural tourism market in the north. But the attraction of the north should not be limited to "winter".How to tap the charm of the "four seasons" and keep yourself "hot" is a problem that every tourist city must think about
"Erbin" is the online nickname of Harbin. In the winter of 2023, Harbin ushered in an unprecedented tourism boom, and Harbin citizens welcomed tourists from all over the world with great enthusiasm, and various innovative services emerged one after another, which were welcomed by many tourists.
Locals believe that calling Harbin "Erbin" sounds very cordial, and the relationship with tourists is more like that of relatives and friends, and it also gives a more humane meaning to the city's services.
Since the ice and snow season, Heilongjiang Province's tourism revenue has increased by 898%, and the province will receive more than 200 million domestic and foreign tourists in 2023, with a total tourism income of more than 221.5 billion. Among them, Harbin City received a total of 13.5 billion person-times, a year-on-year increase of 14578%, the city's total tourism income is 16924.5 billion yuan, a year-on-year increase of 23903%。
"Erbin" not only made the northern "heat" this winter reach a new height, but also turned the "Internet celebrity effect" into tangible economic benefits.
In fact, there is more than one city of "phenomenal Internet celebrities" in 2023. In March 2023, the barbecue in Zibo, Shandong Province became popular overnight, bringing an unprecedented "barbecue economy" to the "May Day ** week" that followed. After the eleventh day, with the advent of winter, Harbin took over the baton of the "top stream" Internet celebrity tourist city with "frozen pear coffee" and "ice horse warriors".
From Zibo to Harbin, there are always Internet celebrity cities out of the circle, and every round of tourism fever is inseparable from the help of network marketing. From Chongqing Hongya Cave to Zibo barbecue, "Erbin fever" is no exception. Why did it seem that all the southerners traveled to the north overnight? There are several key words to analyze the reasons:
One is digital marketing and recommendation algorithms. Digital marketing is a way to advertise and market products or services through the internet and digital channels. Recommendation algorithms play an important role in digital marketing. First, the recommendation algorithm can use the user's historical behavior, interest preferences, social relationships and other data to build user portraits and provide users with personalized recommendations. For example, people who frequently browse travel-related information are more likely to see travel-related topics on their social platforms, and they are also more likely to be influenced by travel-related social platform content.
Secondly, the recommendation algorithm can recommend the Internet celebrity content to the user's friends or followers or even other users who have viewed the same content before by analyzing the user's social network, so as to increase the degree and dissemination effect of the Internet celebrity content. In other words, with the addition of recommendation algorithms, influencer content will appear on more people's pages and be viewed by more people at an exponential rate.
The second is the herd effect and the information waterfall. People rely on two main types of information when making decisions: their own information and external information. When self-owned information is scarce, people tend to rely on external information, that is, information about the behavior of their predecessors, to make decisions. For example, southerners usually have little understanding of life in Harbin, so they need to rely on the information they see about others, and when they see other people sharing their pleasant experiences of going to Harbin on social platforms, they will have the desire to go to Harbin, which is the herd effect.
This herd effect will be further amplified on social platforms, because the recommendation algorithm of social platforms will continue to push other people's experience sharing to your homepage or hot searches, repeatedly stimulating and solidifying the importance of external information in your own decision-making. This is what we call an information waterfall, and information is like water in a waterfall, and the greater the amount of water upstream, the stronger the impact on the downstream.
Driven by the information waterfall, with the winter holiday and the Spring Festival approaching, it is not a problem for Harbin tourism to maintain its popularity for a period of time. But the ice and snow will melt, how to "retain" the value of this winter and create a "spring" for Harbin tourism? The road taken by Zibo barbecue may be a "lesson from the past". During last year's "May Day" period, Zibo barbecue drove the local tourism boom to its peak, and barbecue restaurants that followed the trend sprung up - not only tourists, but also businesses.
At that time, in order to welcome tourists from all over the world, Zibo only took 20 days to build a "barbecue city of 10,000 people", but during the "Eleventh" period, the "Zibo fever" has cooled down significantly, a large number of barbecue restaurants choose to transfer or close, and only a few shops in the barbecue city are still holding on - the "sheep" come and disperse quickly.
Why is Zibo barbecue "short-lived"? The high degree of homogeneity of tourism products is an important reason. Zibo's tourism selling point is that barbecue is delicious and cheap, but if there is a lack of attractive attractions or other cultural tourism projects in the surrounding area, it is difficult to catch repeat customers with barbecue itself, resulting in the popularity of Internet celebrities coming and going.
The use of Internet celebrity effect for marketing promotion, especially the marketing of "destinations" has appeared many years ago, before Harbin and Zibo, Chongqing has long become a "senior Internet celebrity" that has been in the forefront of the popularity of Internet celebrity tourist destinations for many years. Why is Chongqing popular every year? Because every year, new Internet celebrity selling points can be excavated, which stimulates everyone to go repeatedly.
In fact, you will find that every year in different seasons, Chongqing will appear on the hot search of social platforms because of some local characteristics or interesting scenes in life. For example, eating hot pot in the pool, playing mahjong, such as going to the station to take a labyrinthine walking route ......These "Chongqing characteristics" will cause a new round of discussion topics almost every once in a while, so that Chongqing has the staying power to become popular for a long time.
To create a classic model of a tourist city, urban planners need to have a long-term vision. It is necessary not only to make good use of resources, but also to transform resources into advantages, and to transform advantages into victories to form long-term and irreplaceable competitiveness. For example, Chongqing Hongya Cave and Harbin Ice Sculpture have strong uniqueness, and in contrast, Zibo barbecue is easier to be replaced by barbecue in other places. Therefore, if we want to turn "traffic" into "increment", we must continue to explore new growth poles.
In addition, in order to make "Erbin" continue to become popular, it is not only necessary to combine regional characteristics, traditional inheritance and continuous innovation, but also to carefully polish urban services and strengthen the construction of cultural and tourism facilities. High-quality city-themed cultural activities and "eating, drinking, and playing" services scattered in various areas of the city need to be further planned, improved, and sustained, so as to build a public cognitive framework.
For example, the carpeted ** street, the artificial moon over the Sophia Cathedral, the frozen pear ...... cut platesThese extreme service elements will gradually form a collective emotional memory of the public, and after being amplified by social platforms and **, they will also form a kind of cognition for people who have not been here, which will be deeply rooted in the hearts of the people and bring long-term attraction to the city.
As a "development tool" to stimulate domestic demand and promote consumption, it is the vision of every city to vigorously promote the development of the tourism industry. At the same time that "Erbin" continues to become popular, cultural and tourism departments across the country have joined the "traffic war", hoping to "reproduce" the success of Harbin through the propaganda methods of "Eight Immortals Crossing the Sea", and also look forward to more "Erbin" "blooming everywhere" across the country.
News** from Xinhua News Agency.