Every morning, Chen Ting, a Huangshan tour guide with more than 8, fans (online nicknamed "Tingting of Huangshan"), drives to the live broadcast destination. Since May last year, she has been transforming the anchor for more than a year. Later, after 8s, she began to walk out of Huangshan Mountain and was invited to Wuyishan in Fujian, Bozhou in Anhui and Xiangshan in Ningbo to broadcast local tourist attractions and customs.

under the overlapping background of post-epidemic and Internet live broadcast era, a large number of professional tour guides began to transform anchors, spread cultural scenery online, and at the same time "bring goods" to help sell local specialties, which redefined the profession of tour guides and refreshed its skill requirements.

This change deeply shocks the upstream tourism vocational education, which forces the teachers to think: How should the training mode of tourism talents change under the Internet scene to adapt to the changes in work content and methods caused by the epidemic situation and technical iteration?

The industry has been "reshaped"

"If you don't have time to travel to the countryside, you can come to my studio, and I will convey the first breath of spring, summer, autumn and winter through the lens. The urban scenery is seen through, and the countryside is the most beautiful destination. " This is the prologue of Chen Ting's live broadcast.

At the beginning of p>22, her travel agency suffered heavy losses, and she was "unemployed" at home and fell into anxiety. At the age of 34, she decided to take a chance-named "Tingting of Huangshan Mountain" and live broadcast on the Tik Tok platform. When she first started broadcasting, she chatted with strangers in front of the camera.

With the knowledge and experience accumulated in 1 years as a tour guide, Chen Ting began to plan, think of scripts and step on the spot. In her view, the biggest challenge is to talk all the time during the live broadcast, and to have goods in your stomach. To this end, she chooses scenic spots with beautiful landscape, good visual sense and content to talk about.

When talking about Huizhou ancient buildings, she will tell the whole story about the entrepreneurial experience and spirit of Huizhou merchants in history. She believes that live speech is another kind of "guide words", which should follow the principle that "content is king".

in p>22, known as the first year of tourism live broadcast, the demand for live broadcast talents has greatly increased. According to the report "Cultural Travel Ecological Insight 22: Travel Live Times" released by a travel agency, in terms of the content of live travel that users like, in-depth experience, natural scenery and food shopping occupy the top three, accounting for 72.88%, 64.41% and 61.86% respectively, and the rest are cultural attractions 55.8%, hotels and homestays 44.92% and online celebrity 34%.

"We intend to train 3-5 young tour guides as the live broadcast talents reserved by the enterprise." Huayu Xu, head of Anhui Universal Cultural Tourism Group Co., Ltd., one of the largest travel agencies in Anhui, said that last year, tour guides should consider using VR, 5G and Internet of Things technologies to arm themselves and keep up with industry changes.

similarly, before may day this year, the azaleas in Huangshan ushered in full bloom, and the anchor group of Huangshan Smart Travel Co., Ltd. interacted with netizens for 2 hours and 14 minutes, and netizens asked 544 questions. Ticket reservation, scenic spot preferential policies and luggage storage were all hot topics. This made Zhang Qifei, the head of the company's department, realize that tourism enterprises should seize the live broadcast bonus and seize the traffic outlet.

"Different from bringing goods with fast-moving consumer goods such as food and clothes, buying tourism products is actually buying consumption expectations, which is limited by weather, traffic, mood and other factors. Tour guides and anchors should be familiar with the rules of the platform and have the ability to recommend products continuously. " In Zhang Qifei's view, tour guides and anchors still have pain points such as "small traffic, weak brand communication and poor delivery performance". It is very important to cultivate a group of reliable, retained and useful tourism talents.

Talent cultivation must be "changed according to the situation"

"Tour guide is the most traditional and core major in tourism vocational education, and the epidemic situation has forced it to transform." In the past two years, Du Lanxiao, executive director of the Tourism Vocational Education Committee of China Vocational and Technical Education Association and dean of Zhejiang Tourism Vocational College, has experienced a particularly busy working state. The epidemic has dealt a great blow to the tourism industry, and the accompanying tourism vocational education has also fallen to the bottom. After repeated investigations and demonstrations, she thinks that traditional tour guides should be transformed into "modern tour guides in internet plus", and the involvement of digital knowledge is very important.

"At present, the tourism industry has shown the characteristics of a long recovery period, and the traditional concept of tourism and consumption has been remolded, so the training of talents must be changed according to the situation." Du Lanxiao takes Zhejiang as an example. In recent years, the online travel market share of the province has been expanding. Online travel and smart digital tourism have become the mainstream to boost tourism consumption. Tourists realize "no travel" through short films and live broadcasts.