In 2024, the cultural tourism market will open in a continuous "boiling" manner.
From "Erbin" to "Four Provinces of Mountains and Rivers", from netizens spontaneously "supervising work" to "listening to persuasion" in the cultural and tourism departments, local cultural and tourism bureaus have frequently "fancy soliciting tourists" and strange tricks, hoping to catch the "wealth of the sky" with "splashing traffic".
Why is cultural tourism so hard in various places? What exactly is a real "traffic password"? What is more worth thinking about is whether the path to sustainable exit from the circle is clearer after the traffic "ebb tide"?
Cultural tourism around the "fancy solicitation of tourists".
Frozen pear plating ""Artificial Moon", "Pegasus Stepping on Ice" ......This ice and snow season, Harbin's "pampering" for tourists has made it a "top-rated" tourist destination.
During this year's New Year's Day holiday, the unfamiliar "Erbin" set a record of nearly 6 billion yuan in tourism revenue. According to the 2024 Spring Festival Travel Market** report recently released by Ctrip, Harbin travel bookings increased by more than 14 times year-on-year during the Spring Festival.
The "splashing wealth" suddenly made the cultural and tourism departments in various places "unable to sit still", and began to "copy homework", following the example of Harbin to throw an olive branch to tourists across the country.
First, "shouting microphone". The directors of culture and tourism in many places went to Harbin ** Street, brought local products to record ** to invite tourists from all over the country, and some even dressed up as "White Deer Fairy" to send frozen pear juice to tourists, "whether it is a tourist in the north or their own children, they should be petted."
Shandong, Henan, Gansu, Jiangsu and other places have also created "My surname......The "Shouting Mai" cultural tourism propaganda song uses magic ** and **lyrics to "swipe the screen" short ** platform.
Then there is "listening to persuasion". Netizens left a message "I want to see a handsome guy in a flying fish suit in Luoyang", and the Luoyang cultural and tourism department quickly organized a professional performance team to interact with pedestrians at the railway station and subway station.
The Henan cultural and tourism department carried out the "Sea of Questions Tactics", sending dozens of short ** messages a day, attracting nearly one million new fans, and many netizens spontaneously "supervised". Shanxi Cultural Tourism and Hebei Cultural Tourism, which "listen to persuasion", are also "crazy output", and Hebei Cultural Tourism has set a record of daily updates.
Then, the cultural and tourism departments in many places have invited various traffic stars to "help their hometowns score", triggering a new round of attention. In addition, Beijing Yuanmingyuan sent "An Lingrong" ice play, Hebei Taihang Wuzhi Mountain set up a special "Monkey King" to feed, and Liaoning Fushun showed a super long snow road tour dragon ......
Has the "strength of pet fans" of cultural tourism in various places increased the popularity of tourism?
According to Ctrip data, the search volume of tourism products in many cities has risen, and the search index of domestic routes during the Spring Festival travel period has increased by more than 170% year-on-year. Henan and other scenic spots have also taken advantage of the situation to officially announce free tickets, discounts and other activities to further stimulate tourism consumption.
This wave of enthusiasm has not only made the tourism market more active, but also mobilized more people's enthusiasm to participate. On the Internet, from new first-class operations to public services, from excavating characteristic culture to improving consumer experience, netizens have supported the development of cultural tourism in various places, exploring how to stabilize the "wealth of the sky".
What market consensus is being reshaped?
From the director of the Bureau of Culture and Tourism to the cultural and tourism departments, cultural tourism in various places has broken through the circle, which can not only see the new changes in the marketing methods in shaping the cultural tourism brand, but also reflect the new trend of the current tourism consumption market.
The Spring Festival holiday is coming, consumers' enthusiasm for travel is rising, and tourism promotion is also ushering in a window period.
Shen Jiani, a senior researcher at the Strategic Research Center of Ctrip Research Institute, pointed out that the domestic tourism market is recovering at an accelerated pace, and how to attract tourists and pass on local characteristics is particularly important. The cultural and tourism departments, which are familiar with cultural and tourism resources and want to seize the opportunity to develop the industry, have taken the lead and tried every means to promote the characteristics of local cultural tourism.
Han Yuanjun, an associate researcher at the China Tourism Academy, believes that in recent years, "atmosphere" consumption has quietly increased, and many people may come to a trip because of a concert, an event, or an exhibition.
In the view of a number of experts in the field of communication, the new ** platform provides the cultural and tourism department with the opportunity to directly communicate with tourists, and tourists also put forward personalized needs, two-way communication, responsive interactive forms make tourists feel "respected" and even "pampered", and invisibly stimulate the interest of "going to a visit".
Experts in the field of cultural tourism said that young people have become a new force in cultural tourism consumption, and a large number of publicity on mobile terminals can effectively improve the popularity of cultural tourism products. Compared with the traditional one-way output marketing method, online publicity has the characteristics of low cost and popularity, and the uncertainty of netizen interaction may bring high traffic returns.
Han Yuanjun believes that the development of cultural tourism has played a great role in boosting local comprehensive benefits.
Tourism image is an important embodiment of the city's image, and local cultural and tourism departments are working hard to promote industrial investment in addition to displaying local tourism resources. For example, Zhecheng in Henan is the "diamond capital", there are cranberries in Heilongjiang, and caviar is abundant in Sichuan, all of which have refreshed many people's cognition in waves of out of the circle.
In addition, the "competition on the same stage" of cultural tourism in various places is also constantly reshaping the market consensus: the essence of tourism is the exploration of the unknown, the love of life, and the nostalgia for nature and humanity; Hard-working operation may "start with appearance", but it is more necessary to "respect talent", rely on sincerity and strength to attract fans, and provide tourists with a real and profound experience where culture is rooted in body and mind.
To "grow red" service is always king.
The cultural tourism industry is an important starting point for the recovery and expansion of consumption, and it plays a significant role in promoting economic recovery and boosting development confidence.
Previously, the first economic work conference proposed to actively cultivate new consumption growth points such as entertainment and tourism. It is unknown whether the efforts of cultural tourism in various places will continue to stimulate the tourism market, but this wave of "cultural tourism fever" will undoubtedly make a good start for consumption growth in 2024.
However, as all places want to "get a piece of the pie", online imitation of content that fails to highlight local characteristics is also emerging in an endless stream, with serious homogeneity and easy to cause aesthetic fatigue. Industry insiders believe that differentiated products based on local characteristics and cultural heritage can form competitive barriers. Some netizens even bluntly said: "There is no stealing customers and improving service, which is the king!" ”
Industry insiders said that the "fancy solicitation" around the development of the cultural and tourism industry chain has brought new market opportunities, and tourism industry enterprises should take the initiative to cooperate with cultural and tourism departments, scenic spots, hotels, etc., to jointly develop tourism products with local characteristics to achieve mutual benefit and win-win results. All tourist destinations should improve services such as food, housing, transportation, travel, and shopping in detail, iteratively upgrade the interaction between cultural and tourism products, tourists, and netizens, and promote increased investment in social capital and merchant services, forming a virtuous circle.
The cultural and tourism sector should not be complacent because of the short-term popularity of the local area, and more importantly, it must do a good job in the back-end 'quality control' work. Song Changshan, an assistant researcher at the Jiangsu Provincial Institute of Culture and Art, said. If "overtaking in a corner" becomes a "rollover", the storm will affect the long-term tourism image.
Experts said that for ordinary cities, if they want to enhance their city brand and win the favor of talents and investment, they need to think about how to change from "Internet celebrity" to "long-term red" and turn "traffic" into "retention".
Song Changshan suggested that on the basis of improving the tourism public service system, combined with its own resource endowment, it should empower scenic spots with characteristic culture and create high-quality, diversified and personalized "hard-core" cultural tourism products. "The offline tourism experience depends on whether the entire tourism industry chain is perfect and whether the management is in place, which can not be done only by making short promotional videos. ”
Xinhua.