Mount Tai is one of the most famous mountains in China's history, and it is also the place where emperors of all dynasties chose to worship heaven and earth.Mount Tai is an excellent tourist destination because of its profound cultural connotations and its steepness, which makes it ideal for climbing mountains.
April 3, 2021, a netizen through the video broke the news that the summit of Mount Tai near the South Heavenly Gate lodging 1200 yuan a room, the hotel does not sell meals to sell seats, many tourists in the toilet overnight. After the release of the video triggered netizens for hotel prices, market regulation aspects of the discussion. early April 5, Taishan scenic area through the official website issued "on the summit of Mount Tai hotel room prices related to the situation of the note" (hereinafter referred to as the "note"), the netizens questioned the issue of the response one by one.
Has always been, many scenic spots in the face of negative public opinion, always caught in a passive situation, some "can't speak of the bitter", some "the more response the more chaotic", and even because of a number of public opinion events so that the scenic area has long been associated with the negative label. And Taishan's response to the negative public opinion, to a certain extent, for more relevant departments of public opinion guidance work provides a reference.
Over the summit of Mount Tai, the scenic area responded to the reversal of public opinion
It is observed that Mount Tai's "Explanation" mainly includes four aspects, namely, the situation of the room supply of the mountaintop hotel, the situation related to the hotel's room rate, the scenic area's daily supervision and management situation, and the next step. Mount Tai scenic spot through the official website issued by the relevant situation description has become the key to quell this public opinion.
The scenic spot precise response to the focus of public opinion concerns, netizens "present" to confirm the content. Combing found that the scenic area to respond to public opinion concerns, from the peak hotel room, hotel prices, daily supervision and management of three aspects of public opinion to respond to the focus of concern, to promote public opinion field gradually to rational exploration and development. Among them, the "description" of the holidays and other tourist peak season peak hotel supply and demand situation for statistical data, and pointed out that the way to sleep on the summit waiting for the sunrise, is for many years the night climbing Mount Tai group of common phenomena, triggering netizens "present" their own experience description and discussion. Some netizens said, before in order to climb to the top of Mount Tai waiting for the sunrise, in the vicinity of the rental of military coats overnight is a normal phenomenon, renting a hotel or not is a personal choice. It is worth noting that the measures to respond in a timely manner also reflects the scenic area departments concerned for the daily public opinion risk prediction and assessment, become one of the points of concern in this public opinion response.
The scenic spot responded by analyzing the real environment and tourism background in detail, and the public opinion turned to pay attention to the supply and demand situation in the market. In this response, the scenic area to statistical data on the reasons for the status quo to sort out, said the summit area **** there are 13 different grades of hotels (2 suspended due to maintenance), now **** there are 400 rooms, 998 beds. Whenever holidays and other tourist peaks, tourists can only book a room a few days in advance. The relevant expression makes public opinion focus on the reality of the scenic area and analyze the incident from the perspective of supply and demand, promoting the netizen's point of view to the depth of development and transformation. Microblogging netizen @ dish is fragrant commented, "last year when climbing Mount Huangshan only to find out that the supplies at the top of the mountain still need to be manually picked to the cable car and then transported, the human cost behind it is really higher." The popular network reporter investigation found that in the domestic part of the famous mountain top of the accommodation price, 1000 yuan / night double standard room price is more common. Some voices believe that mountaintop transportation is difficult and costly, so it is understandable that these rooms located at the top of the mountain are more expensive. The New Beijing News commented that tourist attractions adjust prices independently according to real-time supply and demand during off-peak seasons, which is in line with the requirements of the local market regulators and is a normal price adjustment based on the laws of the market. If the price adjustment within the scope of supervision or carried out for the record, then real-time adjustment, there is no problem.
Multi-departmental collaboration to launch offline action, through the disclosure of the details of the work to restore the real situation of the scenic area. Holidays as the peak travel season, scenic spots also face public opinion pressure at the same time. However, the synergistic efforts of the scenic spot and the comprehensive law enforcement, market supervision, public security, fire and other departments have played an important role in cooling down this public opinion event. It was found that the Explanation not only responded to the public opinion concerns, but also provided detailed explanations on the daily supervision and management of the scenic spot, such as the disclosure of the details of the law enforcement and supervisory departments' implementation of 24-hour round-the-clock supervision during holidays, and the disclosure of the "Price Honesty Commitment" signed by the comprehensive law enforcement and market supervision departments of the scenic spot with the operators on the mountain tops every year, which has restored and let the public know the real situation of the management of the scenic spot fully.
Positively, the public has been able to see the true state of the scenic area's management, which has effectively curbed the outbreak of negative public opinion in the area.
Positive response reflects "temperature" and "human touch", and promotes emotional public opinion **** vibration. Content with a "human touch" is more likely to trigger the public's emotions***, thus promoting the spread of the topic. In the response of the scenic spot, the attention to the public demand is reflected in a subtle way. The Note" said, due to the big temperature difference between day and night in Taishan, some hotels, restaurants will temporarily open restaurants, meeting rooms, etc., for the tourists who did not book to the rooms to provide clearly marked price paid consumption services, so that tourists can be indoors to avoid the wind and cold, temporary rest. Mass Daily wrote that multiple hotels could not be built on top of the mountain for the sake of tourists' lodging; after all, as an intangible cultural heritage, Mount Tai is not only Tai'an's, but the country's, and even more so the entire human race's, which needs to be protected. The "instructions" to have the temperature of the text to the topic "cooling", once again reflects the importance of humane and caring in the guidance of public opinion.
What's worth paying attention to is that the local media also play an important role in guiding public opinion about local scenic spots. on April 5, the day, "Popular Daily", Qingdao Traffic Broadcasting, Jinan Traffic Broadcasting and other local media continued to follow up on the progress of the incident, and the scenic area response was reproduced in its entirety. at 11:00 p.m. on April 5, the "Popular Daily" published an article on the current status of the scenic area and the scenic area by combing the views of netizens to further guide public opinion. Analyzing and further guiding public opinion. Subsequently, the trend of public opinion dropped significantly on the evening of the 5th.
Figure: Public opinion trend of "high price of Taishan hotels and tourists staying overnight in toilets"
In addition, while doing a good job of responding to public opinion crises, local communities should also reflect on their own shortcomings. The "Taishan Scenic Area Tourists Squeezing Into Toilets" situation is a true reflection of the nation's tourist attractions," said an article in the Beijing Business Daily. Beijing Business News published an article that, from the point of view of the scenic area managers, should be a flexible way to respond to market demand, such as the Internet platform to expand the influence of scenic area publicity, and at the same time do a good job in the hotel room, room rate disclosure work, in the process of improving the management of the quality of service to improve the tourists' travel experience. At the same time, the scenic area's response should not stop at a single public opinion crisis response, like the Taishan scenic area response to the last mentioned "Taishan scenic area will learn from the past and comprehensively investigate", how to protect tourists' travel experience, to provide tourists with a comfortable travel environment, not only the relationship between the scenic area's development, but also the development of the city is an important microcosm.
Overview of public opinion
From the data of the People's Public Cloud platform, it can be seen that from April 4 to April 6, 12,087 pieces of related public opinion information were monitored by ****. Among them, in the media channel distribution of overall public opinion information, microblogs accounted for more than 50%, becoming the main information channel; clients accounted for more than 20%; and information came second.
Figure: Media channel distribution of "high price of Taishan hotels, tourists stay overnight in toilets"
The word cloud chart shows that in the overall public opinion information, hot words such as toilets, tourists, overnight stay, hotels, and the top of Taishan Mountain have become the focus of public opinion.