Now that the Internet is developed, "Internet celebrity check-in places" have appeared in many cities. Chongqing’s 8D magic interchange, Xi’an’s tumbler performance, Xiamen’s sea view subway… These places bring a lot of traffic and popularity to the city. For Internet celebrity cities with traffic popularity, how to turn the traffic economy into an incremental economy? , shaping real urban competitiveness is an important issue they face.
"Internet celebrity check-in spots" are popular
Xiao Zhao, a Beijing girl who works in the clothing industry, is keen on traveling. She and a few friends like to "go wherever they want" ", I don't do much travel planning before going to a place. I usually go to short video platforms such as Douyin to search for popular videos related to the travel destination when I arrive at the destination, and then happily "check in" together or appreciate the unique nature and culture. The scenery, or experiencing the wonderful historical and cultural customs, or tasting the mouth-watering local specialties. "Taking photos, making short videos, posting to Moments, and making TikTok are must-dos when traveling."
In recent years, the rise of social networks has changed many people's travel habits. Whether it is a traditional attraction or an emerging landmark, once it has the label of "Internet celebrity", tourists will be attracted to take photos or videos to "check in".
Recently, the People's Daily People's Cultural and Tourism Research Institute and others released the "National Cultural Tourism "Internet Celebrity Check-in Places" TOP20 Value Recommendation List", which recommends high-quality tourism resources from the three dimensions of attention, reputation and expert evaluation. . The 20 selected "Internet Celebrity Check-in Places" have the following characteristics: firstly, they must be aesthetically pleasing and meet tourists' needs for photography, such as Cherry Blossom Avenue, Chaka Salt Lake, and Dongji Island; secondly, they must be able to highlight their individuality and meet tourists' needs to demonstrate their taste. Such as THE BRIDGE in Chengdu; in addition, it can provide different tourist experiences to satisfy tourists' sense of freshness and participation, such as Xiamen Seaview Subway, Xi'an Yongxingfang "Wanwan Wine", etc.
"The popularity of 'Internet celebrity check-in spots' is largely due to new media communication methods." Xu Fengwen, chief planner of the Cultural Tourism Center of Tianjin University Architectural Design and Planning Research Institute, said that people have a strong interest in Internet celebrities. The demand for scene participation and communication has changed from the traditional viewing of urban landscapes to experiencing specific urban scenes.
Today, more and more tourists are posting short videos to exchange travel strategies and experiences. Industry insiders pointed out that short videos have become an important communication and expression tool, mobilizing tourists' enthusiasm to record and discover the charm of the city. The reason is, first of all, because short travel videos are more intuitive, richer, story-telling, entertaining, and more able to impress others. In addition, in the short videos taken by tourists, the scenic spots and food are often more down-to-earth, allowing them to experience a city up close. Furthermore, you can check in at the "check-in places" that your friends like to go to and connect with each other in a new way. This is also a new form of social interaction.
"Lens" create Internet celebrity cities
It has become the norm today for an "Internet celebrity check-in place" to make a city popular. The "Beautiful City Index: White Paper on the Relationship between Short Videos and Urban Prosperity" released by the China Urban Planning and Design Institute and others shows that urban travel-related content on short videos can not only attract traffic online, but also drive offline "grass planting", with more than 80% of Douyin users said they would “check in” because they liked short videos about specific cities, scenic spots, and business districts.
Under the trend of new media communication, "Internet celebrity check-in spots" favored by young consumer groups have great potential in enhancing the popularity of cultural and tourism brands. To this end, various regions have launched relevant measures to activate and promote cultural tourism resources. For example, Beijing recently launched the “First Beijing Internet Celebrity Check-in Destination Selection” activity, in which the public can participate in recommendations and votes through the Internet to help their favorite Beijing-style “Internet Celebrities”; Kunming launched a “Cultural and Tourism Check-in Destination” promotion activity to encourage citizens and Tourists discover new landmarks in the city; Chongqing holds a cultural tourism promotion event called "Share the Culture and Show the Scenery", using social media platforms to showcase the "appearance" and "temperament" of the "City of Landscapes".
Some cities have been re-recognized by young people through emerging media platforms. Among them, short videos have become an important scene for creating new business cards of the city, opening up new possibilities for "lens" to create Internet celebrity cities. For example, since July 2019, Xi'an Datang Evernight City Scenic Area has designed two tumbler street performance art performances based on Xi'an's city mascots "Tang Bao" and "Tang Niu". Soon after, the "real tumbler" Picachen's performance became popular . On Douyin, the video under the topic "Little Sister" has been viewed 2.77 billion times. In this regard, Nan Chuxin, deputy director of the Internet and New Economy Professional Committee of the China Economic Structural Reform Research Association, said that compared with traditional urban landmarks, such tourist scenes are more modern and approachable without losing cultural heritage, and are favored by the younger generation. Favored by the city, this kind of city "check-in" behavior based on unique IP not only brings about an explosion of traffic and activates the local tourism economy, but also makes the image of the scenic spot personified and youthful, injecting new momentum into the cultural tourism industry.
However, in reality, there are also some areas that blindly follow the trend. For example, regardless of their own personality and characteristics, they copy and introduce "check-in" elements such as tumbler performances, glass plank roads, sky mirrors, and light shows. "We must pay attention to prevent blindly chasing the immediate effect of the Internet, seeking to gain position and gain surprise! In particular, we must prevent rushing in, copying, and being inconsistent with the name and reality.
"Jin Yuanpu, director of the Institute of Cultural and Creative Industries of Renmin University of China, said in an interview that every city has its own genes and must shape the city's unique image and temperament.
Fully "monetize" traffic < /p>
Recently, a platform released the "China Trendy Economy·Top 100 Internet Celebrity Cities in 2020" to measure cities from five dimensions: Internet popularity index, live broadcast index, trendy life index, industrial development index, and impression index. "Internet celebrity level". The top 10 Internet celebrity cities selected are: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Xi'an, Changsha, Nanjing, and Chongqing. Experts point out that the high popularity of Internet celebrity cities is actually the city. The result of a series of factors such as cultural heritage, economic strength, population size and even technological progress.
“Internet celebrity cities are not just cities that are famous online. If an Internet celebrity city wants to be popular for a long time and maintain traffic, it must form a high-quality development model. "Industry insiders believe that in the era of "attention economy", how to transform online traffic into a city's core competitiveness, ultimately attracting an influx of people and forming an industrial agglomeration effect, is the ultimate goal of a city creating an "Internet celebrity label."
According to Huang Hancheng, the chief researcher of Zhigu Trend, the "Internet celebrity effect" can only be achieved if the Internet traffic brings people together, such as tourists who spend money or talents who come to settle down. The impact of urban economy cannot be underestimated. For example, Chongqing has been at the forefront of tourism in recent years. In 2019 alone, 657 million people visited Chongqing, achieving a total tourism revenue of 573.4 billion yuan.
In this regard, Jin Yuanpu said. , to transform online traffic into real dividends, supporting facilities and public services must be in place, and more detailed work must be done in all aspects of urban development, especially tourism upgrading, through new technologies, new management, The system construction of new operations continuously enhances tourists’ sense of experience, participation and integration.