From the summer "entering Zi to catch up with the bake" to the winter "Binzhi is like home", the top "Erbin" has provoked cultural tourism all over the country to "copy homework" in a fancy way, and staged the strongest "involution" in the history of cultural tourism. Why are cultural tourism around the world making enough efforts? What enlightenment does "Erbin" bring out of the circle? What is the core driving force behind the big PK of cultural tourism in various places?
The password of "Erbin" out of the circle: political communication and harmony, work together
By combing the road of Harbin's "out of the circle", we can find that the explosion of "Erbin" is both accidental and inevitable. First of all, the city has shown an amazing sense of political communication and the unity of the government and the people. From the perspective of action, all departments in Harbin responded in a timely manner to solicit opinions and suggestions; Changing rooms have been added at the airport for the convenience of tourists; The transportation department prints a "subway ferry ticket", and passengers can travel back and forth between Ice and Snow World and Sun Island for free; The bus opens a special tourist line, which is convenient and fast; The city has uniformly installed new taxi meters, and punished the phenomenon of stealing passengers quickly and severely; The local people took the initiative to "let the scenery" to the guests and promised to "not go to the restaurant and not take a bath", just so that tourists could enjoy themselves; Many enthusiastic Northeast people still drive private cars in their spare time and become free "hitchhiking" drivers.
Seeing that the "Erbin" family was about to run out, the "Northeast Old Iron" Shenyang generously lent two golden phoenixes, and Hegang sent red-crowned cranes to help. Brand merchants also spare no effort to travel to Harbin on Dafen, Harbin Pharmaceutical Group No. 6 Pharmaceutical Factory is welcome to visit for free, and more than 10,000 people queue up to visit every day; Four Seasons Muge Air Energy directly heats the warm station in Harbin Ice and Snow World and Sophia Church, and directly "fills" the warmth ...... with green and low-carbon heat pump technologyAlthough the weather continues to be cold, it can't stop Harbin from the first department, "Northeast Brothers", public institutions, business owners, brand enterprises and citizens with enthusiasm, kindness, thoughtful and meticulous service, so that the whole city is "hot".
Fancy tourist attraction for cultural tourism around the world: online and offline efforts
Erbin's "pouring heaven and wealth" made the local cultural and tourism bureaus unable to sit still anymore, and Henan Cultural Tourism started the "Sea of Question Tactics", 3**more than 100**, and took the lead in using the "beautiful man plan"; Jiangxi Cultural Tourism** called 45 million Jiangxi old watches to "score" for their hometowns; Shanxi Cultural Tourism directly announced that "from today onwards, Jinbao will not have a lunch break", and it will be updated frantically at the speed of "sending by the minute"; Hebei Cultural Tourism focuses on "listening to persuasion", quickly changed its name and shook Zhao Liying to carry the banner; Shandong Cultural Tourism account directly announced the mailbox, calling on netizens to actively contribute ......There are also many directors of culture and tourism who put down their "figures", danced, "sold" skewers, and spared no effort to "make money" for the local area.
This wave of "rush" in cultural tourism around the country has also continued from online to offline, and they have learned to welcome guests in Harbin's "digging out the bottom line", and more places are also making continuous efforts in ticket preferential policies, local linkage, and service details improvement. This wave after wave of blooming publicity has gradually become a rare "national mobilization", and it has also ushered in the continuous increase in the search popularity of urban cultural tourism.
Why is cultural tourism so hard: they are all calculating economic accounts
For a long time, the cultural tourism industry has become an important starting point for the transformation and upgrading of many cities because of its green, sustainable and effective domestic demand. The outing of "Erbin" has brought real dividends to the local economy of Harbin. During the three-day New Year's Day holiday alone, Harbin received a total of 304 tourists790,000 person-times, total tourism income 591.4 billion yuan, this figure is enough to be enviable, not to mention that the popularity will continue unabated.
Tianyancha data shows that since January 2014, Harbin has added more than 150 tourism-related enterprises, an increase of 244 compared with the same period in 20234%;More than 20 new ice and snow sports-related enterprises were added, an increase of 900% compared with the same period in 2023; More than 700 new catering industry-related enterprises were added, an increase of 143 compared with the same period in 20238%。This is also enough to prove that creating high-quality tourism products can enable cities to expand new economic growth points and achieve a bumper harvest of economic and social benefits.
How to copy the homework of "Erbin": It is very important to copy the right idea, but sincerity, characteristics, and innovation are equally important
After Erbin's "explosion, it is understandable that other cultural tourism copying operations, although there is a suspicion of Bo traffic and popularity, but at least they did not "lie flat" but changed tricks to "learn from the experience", but how to copy this wave of homework may be inseparable from the three dimensions of this core.
First, we must continue to "innovate". The times are changing, the market is changing, and the marketing environment is also changing, so we must form a complete set of perfect and high-quality "plays" on the basis of strength, focusing on building immersive, experiential, and interactive new formats, creating new consumption hotspots, and truly allowing tourists to go deep into it, from "I want to come" to "I want to come" to "everyone wants to come", so as to achieve real word-of-mouth diffusion and out of the circle.
The second is to grasp the "nirvana". The reason why Zibo and Harbin can be popular, in addition to the time, place and people, sincerity is the "nirvana". Nothing can resist a city's "sincere heart" from top to bottom, even if the original Harbin Ice and Snow World was officially opened because of the large amount of hot search, which once caused a "refund" crisis, but Harbin immediately apologized, accepted all criticism with a 100% sincere attitude and immediately rectified, and even specially arranged personnel to stare at the comments below, "What tourists need to go on", and tourists will be "spoiled to the sky", who can resist such sincere and warm service.
The third is to find the right "foothold". Ice and snow are invaluable assets, and "barbecue" is also invaluable assets. China has a vast territory, and the resources and scenery are not the same, so it is possible to unlock your own "password" and play a characteristic golden signboard to achieve further out of the circle.
In fact, whether it is to build urban cultural tourism IP or brand IP, it is inseparable from these three core dimensions, namely innovative ideas, sincere service, and characteristic business cards. Especially in the Internet+ era of information fragmentation, creating brand IP cannot be "old and old", but to achieve "immediate" results in immersive and three-dimensional scenes and gameplay. On the "touchstone" of Harbin, Muge Air Energy directly moved the air energy products to the ice and snow of Harbin Ice and Snow World and Sophia Church, verified its quality and heating strength with the warm warmth inside the station, and enriched the ice and snow tourism experience of global tourists in Harbin.
Conclusion
The director of the cultural and tourism bureau and the propaganda copywriter can become the next "Erbin"?Think of some eye-catching "gameplay" and "stalks" to usher in wealth? Obviously not, only with a stand-up service, roll out of sincerity, roll out of taste, roll out of quality, it is possible to turn "** powder" into "landing customers", otherwise it is difficult to realize the "traffic" of the sky!