“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 and showcase local culture and history, but is also experiential and is an important branch of special interest tourism. In the context of intensified competition in the tourism market, destinations urgently need to tap the potential of market segments to avoid tourism homogeneity.
A survey from Ctrip and Booking.com showed that 75% of Chinese people will decide travel destinations based on food. To some extent, food is becoming a key factor influencing travel decision-making.
Looking at the development trajectory of world-renowned tourist destinations, a path to enhance brand image through food is clearly visible.
First of all, create tourist attractions through festival marketing. Use the large-scale news, advertising and other diversified publicity before the food event, the focus effect during the event and the aftermath effect after the event to increase the popularity of the tourist destination, achieve low-cost and high-precision attracting target customers, and shape food tourism The brand image of the destination; secondly, use digital content to create an internet celebrity destination.
At present, live broadcasts, Vlogs, and short videos are in the ascendant. Digital content with both content entry and social genes has opened up a new model of food tourism destination marketing, solving the problem that pure content marketing cannot directly promote instant decision-making. Confined. Live broadcast marketing, which is widely favored by young users, makes full use of the celebrity effect to show the unique flavor, historical context, customs and customs of food tourism destinations to the audience through online live broadcast, interact with the audience flexibly, and collect audience feedback in a timely manner And provide answers, which enhances the sense of reality while breaking the limitations of time and space. In addition, film and television communication is used to empower consumption upgrades.
Many destinations around the world use environments, locations, events or food production clips that appear in film and television works to package food experiences as essential elements of a visit.
Enabling the construction of tourist destinations through food is a popular way for tourists and local residents. It not only enhances tourists’ understanding of the destination in the two-way interaction of culture and food, but also enhances tourists and local residents. Local residents provide a cultural blending space that hosts and guests can enjoy. For this reason, in the post-epidemic era, food tourism has pointed out the direction of high-quality development for my country's huge tourist destinations.
Construct a multi-level food ecology to meet different levels of consumer needs.
In destination management, attention should be paid to the layout of local food formats. While creating high-end and ceremonial food situation tourism, attention should be paid to improving the quality and efficiency of high-frequency food and leisure scenes. In addition, efforts should be made to diversify development. In addition to taking food as the core attraction of the region, we should also actively cultivate "internal strength" and comprehensively consider natural sightseeing, cultural exhibitions, leisure shopping, intangible cultural heritage experience, sports vacation, farming experience, etc. in neighborhoods, complexes, scenic spots, and rural construction. The self-contained product format promotes tourists and food tourism destinations to achieve a higher level of spiritual connection and emotional resonance.
Unite multiple marketing entities to create a vivid food tourism brand. We should actively sort out the stakeholder relationships in food tourism destinations, focusing on sorting out the demands of stakeholders such as private chefs, gourmet experts, time-honored brands, inheritors of intangible cultural heritage, and street food stores, and give full play to the role of industry associations. Plan projects according to local conditions.
On the other hand, we must attach great importance to the communication power of integrated media, integrate mass media platforms and self-media communication channels, cooperate deeply with food review websites and short video websites, and proactively configure marketing channels in the process. Gain positive word of mouth.
Consolidate the foundation of food tourism and lengthen the second curve of social and economic development. Food tourism destinations must work hard to "eat what they smell" to ensure the "quality" of their food and consolidate the quality and reputation of their products.
On this basis, the destination management concept is constantly iterated. It is necessary to avoid the limitations of thinking in developing food marketing in isolation and continuously lengthen the second curve of social and economic development. Drawing on the experience of Japan’s Karuizawa “Business in the Landscape” and Guangdong’s “Taste of Shunde”, we will use exquisite food as the main driving force for innovation, constantly explore new industrial engines, and lay the foundation for the sustainable development of the local economy and society.