Internet + tourism inspires new industry, new mode of cultural tourism consumption has great potential

In recent years, cultural tourism customers are getting younger and younger, while some cultural tourism resources are still following the traditional model in terms of marketing and operation, which to a certain extent will reduce the willingness of young tourists to consume cultural tourism projects. Therefore, under the trend of younger users, the industry and enterprise tourism products and services are facing new challenges of multi-dimensional innovation and iteration of product models and service methods, but at the same time, this is also a new opportunity to grasp the market and cater to the market at the moment.

For the new mode of cultural tourism marketing, there are four aspects worthy of attention. First, the marketing channels of social media. The second is the marketing method is more focused on consumer experience and interaction. Third, the content of marketing is more inclined to boutique and diversification. Fourth is the digital transformation.

At this stage, tourism belongs to low-frequency consumption, with the means of network marketing, how to convert low-frequency consumption into high-frequency, how to improve the accuracy of tourism marketing and conversion rate? This requires distinguishing core users and potential users, and stimulating their travel consumption needs. 2021 online tourism accounted for 61.2% compared to 31.7% in 2019 has increased, and the transaction scale has long exceeded 1 trillion. In this case, cultural tourism marketing is facing new pain points such as consumer insight, marketing placement, content creativity and consumer interaction, etc. If the above pain points are solved, it will be the key for the cultural tourism industry to convert to a new model and achieve new consumption and new development. The rapid development of live streaming/short video has created more possibilities for online tourism

From 2020 to 2022, the travel industry will be hit, and the travel vertical UGC community and the pan-content platform represented by Xiaohongshu and Shake Fast will create more possibilities for online travel, especially the combination model of “content + target group community” has attracted much attention in the past few years.

The platforms improve the retention of target groups through quality content, and cultivate a stable source of quality customers in the long term, and then complete the flow of cash through advertising and marketing, leading potential consumers to complete transactions. These platforms use advertising and marketing as a stable source of revenue, which not only supplements the revenue of online travel platforms, but also compresses marketing costs and accelerates the development of content-based transformation of domestic online travel platforms.

Online tourism main operation mode, according to China’s online tourism industry status depth research and future prospects analysis report (2022-2029) data show that in 2021, short video monthly active users more than 800 million, more than half of the users watch video more than 1 hour a day, cultural travel projects become short video and other content platforms ideal cash scene. As short video content platforms continue to extend to the travel industry, live/short video platforms have become an important channel for ticket booking for cultural travel projects.

According to the survey, about 35% of respondents said they are willing to book tickets for cultural tourism projects through live/short video and other content platform channels. Especially the first and second-tier cities and the middle-aged and young people are more willing to book through content channels. In a survey of different age groups such as 18-55 years old, the acceptance of online consumption for cultural travel is over 31%.

Yang Jiangyun pointed out that with the support of high-quality content, short video KOL drive users to form content identity at the same time also promote fan precipitation, on the one hand to enhance user stickiness, to achieve the purpose of tapping potential demand, stimulate transactions reached, on the other hand, can continue to attract, guide users to release travel news, forming a “content + KOL + publicity to gain customers + booking travel “The positive ecological closed loop

Once upheld a thousand years of “wine is not afraid of the alley deep” is no longer suitable for the current market, has come to break the traditional thinking, embracing the new era of cultural tourism consumption of the key moment.

Especially in recent years, the past relies on offline communication habits are gradually broken, live, short video, content marketing and so on for the cultural tourism marketing opened a new channel. The value of online marketing has been further recognized, and the trend of tourist destinations “grassing” tourists with the help of live streaming, short videos and content communities has become more and more obvious.

In 2018, for example, ShakeYin cooperated with Xi’an, Chongqing, Nanjing and other cities to promote their cities, becoming an “incubator of netflix attractions”.

Yang Jiangyun, the first person in the Northwest Internet marketing layout, reminded that the cultural tourism industry must establish their own brand matrix, develop a good placement strategy and understand the rules of the platform when doing communication. At the same time, the construction of scenic spots and infrastructure must also keep up with the content dissemination, so as to form a good word of mouth.

Yang Jianyun said, to be able to from the human demand, from “stable” “fast” “transparent” and other perspectives to do a good job related to the process of transformation design and correct implementation, to build a new visual sensory and other multi-dimensional experience The new normal

This is the problem that the cultural tourism industry needs to take seriously. In the background of the era of the rise of mass tourism, the consumption mode, consumption content and consumption frequency of tourists have undergone great changes, and the popular application of the Internet has made the development of tourism activities become exceptionally convenient and diverse, how to carry out image promotion of tourist destinations, how to attract tourists to visit in the Internet era and let tourists enjoy a pleasant spiritual experience, has become a cultural tourism sector and the operation side of the front of a issue.

The tourism industry is actively embracing digital transformation in the context of the rejuvenation of users. In recent years the trend of user rejuvenation has become more and more obvious, while some tourism resources end in sales channels, tourism products and other aspects still maintain the traditional mode of operation, which to a certain extent will reduce the level of interest of young tourists to the tourist destination. Therefore, under the trend of youthful users, the industry and enterprises’ tourism products and services need to be adapted to young users, and the overall tourism industry is facing new challenges of reforming and iterating the product model and service methods in multiple dimensions, but at the same time, this is also a new opportunity to grasp the market and cater to the market under the epidemic environment. With the continuous maturation of new technologies such as 5G, AI and IoT, the tourism industry has also ushered in an important development stage of digital transformation. Digital transformation not only helps to improve operational management efficiency, but also helps to enhance the tourist consumption experience and improve tourist consumption satisfaction.

Regional cultural tourism in more aspects of thinking. Under the freshness of fun, interesting, interactive and easy to spread, the uniqueness of the city is refined, and even surprises and surprises that can change the original stereotypical impression of the city are created for tourists, and the desire to know and explore, the sense of novelty and experience is the measure to become the core attraction, and the young, lively, sunny and cheerful external image is in line with the true connotation of tourism activities to bring people spiritual enjoyment.

History and culture and modern tourism activities of the integration of innovation can come out of a unique path, need to break the original usual thinking, to do the combination of ancient and modern, new with old, both vivid and interesting to attract young groups, but also both young and old to take the popular route, both rich spiritual food, but also the original local characteristics, cultural and tourism depth of integration, will be the main guiding ideology of the future change in marketing, but No matter how to change, the only way to meet the people’s desire for a better life this theme to do thoroughly, you can certainly make the tourism industry bear fruit.

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