"Food", as one of the six elements of tourism, is an indispensable role in travel. As a special attraction, food can not only enrich tourism products, show local culture and history, but also have experience, which is an important branch of special interest tourism. Under the background of intensified competition in the tourism market, destinations urgently need to tap the potential of market segments to avoid tourism homogenization.
A survey from Ctrip.com and Binke.com shows that 75% of China people will decide their tourist destinations according to their food. To some extent, food is becoming a key factor affecting the decision-making of tourism behavior.
looking at the development track of world-famous tourist destinations, a path to enhance brand image through food is clearly visible.
First, create tourist attractions with festival marketing. With the help of large-scale news, advertisements and other diversified publicity before the food event, the spotlight effect during the event and the aftermath after the event, the popularity of the tourist destination will be improved, and the target customers will be attracted with low cost and high accuracy, and the brand image of the food tourist destination will be shaped; Secondly, build online celebrity destination with digital content.
at present, live broadcast, Vlog and short video are in the ascendant, and digital content with both content portal and social gene has opened up a new mode of food tourism destination marketing, which has solved the constraint that simple content marketing cannot directly contribute to immediate decision-making. Live marketing, which is widely favored by young users, makes use of celebrity effect to show the unique flavor, historical context and local customs of food tourism destinations to the audience through live webcasting, flexibly interact with the audience, collect feedback from the audience in time and give answers, which enhances the sense of reality while breaking the time and space restrictions. In addition, film and television communication is used to empower consumption upgrades.
many destinations around the world use the environment, places, festivals or food production fragments appearing in movies and TV works to package the food experience as an essential element of this trip.
Empowering tourist destinations through food is a popular way for tourists and local residents, which not only enhances tourists' understanding of destinations in the two-way interaction between culture and food, but also provides a cultural blending space for tourists and local residents. Therefore, in the post-epidemic era, gourmet tourism has pointed out the high-quality development direction for China's huge tourist destinations.
build a multi-level gourmet ecology to meet different levels of consumer demand.
in destination management, we should pay attention to the layout of local food formats, and pay attention to the quality improvement and efficiency improvement of high-frequency food leisure scenes while creating high-end ceremonial food situational tourism. In addition, efforts should be made in diversified development. In addition to taking food as the core attraction of the region, we should also actively cultivate "internal strength" and comprehensively consider the self-contained product formats such as natural sightseeing, cultural exhibition, leisure shopping, non-legacy experience, sports vacation and farming experience in the construction of blocks, complexes, scenic spots and villages, so as to promote tourists and food destinations to reach a higher level of spiritual connection and emotion.
unite multiple marketing entities to create a vivid and vivid food tourism brand. We should actively sort out the relationship among stakeholders in gourmet tourist destinations, focusing on the demands of stakeholders such as folk chefs, gourmets, time-honored brands, non-genetic inheritors and street food stores, giving play to the role of industry associations and planning projects according to local conditions.
on the other hand, we should attach great importance to the communication power of the media, integrate the mass media platform and self-media communication channels, cooperate with food review websites and short video websites in depth, and actively gain positive reputation in the process of actively configuring marketing channels.
Consolidate the foundation of gourmet tourism and lengthen the second curve of social and economic development. Food tourism destinations should work hard to ensure the "quality" of food and consolidate the quality and reputation of products.
On this basis, the concept of destination management is continuously iterated. We should avoid the thinking limitation of developing food marketing in isolation and constantly lengthen the second curve of social and economic development. Drawing on the experience of "business in scenery" in Karuizawa, Japan and "exploring Shunde" in Guangdong, we will take exquisite food as the main kinetic energy of innovation, constantly explore new engines of industry, and lay the foundation for the sustainable development of local economy and society.