With the advent of the era of popular tourism and national leisure, while affirming that tourist attractions are still the basic needs of sightseeing, scenic spots are also facing new demands from the vast number of individual tourists in terms of diversification of destination consumption and experience of life. Correspondingly, the scale of scenic spots is expanding day by day (as of 2116, the number of scenic spots in China has reached more than 26,111, including more than 7,111 A-level scenic spots, including more than 1,511 high-star scenic spots, including 213 5A-level scenic spots. ）。 With the intensification of market competition, the importance of tourism marketing has become increasingly prominent. Then, how to carry out effective marketing in scenic spots?
Make good use of "event marketing"
Event marketing in scenic spots refers to planning, organizing, holding and using planned events outside and inside the scenic spots with news value for marketing combination, and using news, public relations and other means for positive publicity to attract the attention and interest of realistic and potential tourism consumers, so as to enrich the existing tourism products in scenic spots, expand product sales, increase the income of scenic spots and enhance the visibility and reputation of scenic spots.
The purpose of tourism scenic spot marketing is to provide scenic spot product information to actual or potential tourism consumers, guide consumption behavior, meet tourists' needs and feed back customers' opinions. The effect of event marketing lies in shaping the overall image of tourist destination, improving the visibility of destination and enhancing the comprehensive ability of tourism, etc. It has become one of the effective ways to realize the marketing of tourist attractions. Tourist attractions can use benign events in social life as a carrier for marketing, and plan related tourism projects and activities to attract tourists' attention. For example, a series of marketing activities of "flying over Tianmen Mountain" in Zhangjiajie, Hunan Province have made Zhangjiajie scenic spot the focus of the whole country and even the whole world. It can be seen that in the Internet age, if scenic spots make good use of event marketing, the miracle of "overnight success" can happen at any time.
Follow closely the "pan-entertainment" marketing
Cross-border variety show marketing in scenic spots has become a trend. In recent years, the popularity of reality TV shows has made many tourist attractions famous from obscurity. In 2115 alone, more than 211 variety shows were broadcast on the national TV channels. Where is Dad? Shapotou, which is located in the northwest, is half the sky red, and Wonderful Friends reminds the audience that Changlong brand marketing has locked in variety shows.
However, most of this cooperation is shallow, with a single form of cooperation, such as simple program shooting, scene and brand implantation. How to enlarge the IP assets of the program in the later stage of communication, and with the help of the trend of the program, the long brand is "prestige", which is the most challenging link. Cross-border marketing in Changlong Scenic Area can be regarded as a successful model of pan-entertainment marketing, which has important reference significance for entertainment marketing in major scenic spots.
From p>2112 to 2115, Changlong Scenic Area participated in the filming of five popular domestic variety shows, such as The Voice of China, Where is Dad, Wonderful Friends and Run, Brothers.
It is worth noting that Chimelong not only actively cooperated in the pre-shooting, but also fully mobilized the enthusiasm in the marketing of the post-program, packaging many stars and programs in the program into a whole, conveying the information that many domestic stars and variety shows come to play to the outside world, and further singing the marketing process, thus strengthening the brand image. For example, Chimelong used the novel and fun H5 as a scene in a virtual circle of star friends, and recorded what individuals saw and felt when they recorded variety shows in Chimelong by using the celebrity's WeChat, so that Chimelong's play experience spread in a virtual circle of star friends. In just one week, the sharing and reprinting volume of H5 was as high as 1.5 million times, and the effect was very obvious.
Take advantage of the online celebrity wind of "live broadcast": According to statistics, the live broadcast market will reach 15 billion yuan in 2116 and 61 billion yuan in 2121. Some organizations even think that by 2121, live broadcast will become an industry worth hundreds of billions.
under the craze of live stream economy, online celebrity, "tourism+live broadcast" has become a hot topic in the tourism industry. Tourism meets live broadcast and online celebrity economy, which leads the tourism industry to innovate in marketing.
as early as may this year, qunar. com and DouYu announced the launch of a series of "live travel" programs. At that time, more than 11 online celebrity anchors rushed to Guangzhou Chimelong, Sichuan Jiuzhaigou, Yunnan Dali, Hong Kong Disneyland, Phuket, Thailand, Jeju Island and other eight popular scenic spots for live broadcast.
Up to now, many traditional scenic spots have tested the live marketing activities in online celebrity. For example, Huaqing Palace Scenic Area in Xi 'an convened 77 couples to experience the traditional wedding ceremony of the Tang Dynasty in Chinese Valentine's Day. The whole ceremony was broadcast live on two live broadcast platforms by the super-popular beauty anchor, and it triggered the attention and discussion of millions of people online through Sina Weibo topic discussion and other functions; For another example, Meizhou Ketianxia Scenic Area held a two-day activity of "Direct Podcasting the World, Sound Meizhou City" on the 11th, inviting stars to broadcast the scenic spot simultaneously through five platforms: live broadcast, Mars, beauty shoot, singing bar and Quanjuxing, and attracted a large number of music fans for the scenic spot in the form of small concerts. During the activity, the cumulative exposure of live broadcast exceeded 11 million.
video IP implantation is more acceptable. It is understood that in recent years, product placement in the tourism industry has sprung up, especially in film and television works, and more and more scenic spots and tourism products have been deeply rooted in the hearts of the people. From Hokkaido, the Great Wall and Sanya in If You Are the One to Zhangjiajie in Avatar, the scenic spots have rapidly enhanced their local influence through movies through special forms such as naming TV theaters, wonderful plots and setting movie scenes. It can be seen from this that product placement plays an obvious role in promoting tourism.
According to a survey conducted by Ctrip. com, 83% of tourists will travel to their shooting places because of a favorite film and television work. 91% of tourists think that compared with some products' implanted advertisements in film and television dramas and simple tourist propaganda films, tourist destinations can be more acceptable by advertising in film and television works as shooting locations.
Integrating "integrated" marketing
Summary: Under the background of mobile Internet, the focus of scenic spot marketing is to break through the tradition, innovate the marketing mode, and build an all-media tourism destination marketing system that combines traditional channels such as radio, television, newspapers and multimedia with new media channels such as Internet, Weibo and WeChat; Pay attention to the marketing design with experience as the core and make good use of new media resources.