How to carry out effective marketing in scenic spots?

With the arrival of the era of mass 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 destination consumption and diversification of experience life. Accordingly, the scale of scenic spots is expanding day by day (as of 20 16, the number of scenic spots in China has reached more than 26,000, including more than 7,000 A-level scenic spots, including more than 500 high-star scenic spots, including 2 13 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 a modern marketing method that plans, organizes, holds and uses newsworthy planned events inside and outside the scenic spots for marketing combination, and uses news, public relations and other means for positive publicity to attract the attention and interest of real 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 improve 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 feedback customers' opinions. The function of event marketing lies in shaping the overall image of tourism destination, improving the visibility of destination and enhancing the comprehensive ability of tourism. 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 the carrier of marketing, plan related tourism projects and activities, and 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 the scenic spots make good use of event marketing, the miracle of "overnight fame" may happen at any time.

Follow closely the "pan-entertainment" marketing.

The marketing of cross-border variety shows in scenic spots has become a trend. In recent years, the popularity of reality shows has made many tourist attractions become famous from obscurity. In 20 15 alone, more than 200 variety shows were broadcast on the national satellite TV channel. Where's Dad? Shapotou, located in the northwest, is half sky red, and wonderful friends make the audience remember Chimelong. Brand marketing has locked in variety shows.

However, this kind of cooperation is mostly shallow, and the form of cooperation is single, such as simple program shooting, scenes, brand implantation and so on. How to enlarge the IP assets of the program in the later stage of communication and make the long brand "prestige" with the help of the trend of the program is the most challenging link. Cross-border marketing in Changlong scenic spot can be regarded as a successful model of pan-entertainment marketing, which has important reference significance for entertainment marketing in major scenic spots.

From 2065438+02 to 2065438+05, Changlong Scenic Area participated in the shooting of five domestic popular variety shows, such as The Voice of China, Where is Dad Going, Wonderful Friends and Running Brothers.

It is worth noting that Changlong not only actively cooperated in the early shooting, but also fully mobilized the enthusiasm in the marketing of the later programs, packaging many stars and programs in the program into a whole, conveying the information that many domestic stars and variety shows are about to debut to the outside world, 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 celebrity circle of friends, and recorded what individuals saw and felt when recording variety shows in Chimelong with celebrity's WeChat, so that Chimelong's play experience spread in a virtual celebrity circle of friends. In just one week, the sharing and reprinting volume of H5 was as high as 6.5438+0.5 million times, and the effect was very obvious.

Give play to the advantages of "live broadcast" among network celebrities: According to statistics, the live broadcast market reached 654.38+0.5 billion yuan in 2065.438+06, and will reach 60 billion yuan in 2020. Some organizations even believe that by 2020, live broadcast will become an industry worth hundreds of billions.

Under the upsurge of live streaming economy and network celebrities, "tourism+live broadcast" has become a hot topic in the tourism industry. Tourism meets live broadcast and network celebrity economy, leading the innovative game of tourism industry marketing.

As early as May this year, Qunar.com and Yu Dou announced a series of "live travel" plans. By then, more than 10 network celebrity anchors will rush to eight popular scenic spots such as Guangzhou Chimelong, Sichuan Jiuzhaigou, Yunnan Dali, Hong Kong Disneyland, Phuket, Thailand and Jeju Island, South Korea for live broadcast.

Up to now, there have been many live marketing activities among celebrities in traditional scenic spots. For example, the Huaqing Palace scenic spot in Xi 'an brought together 77 couples to experience the traditional wedding of the Tang Dynasty on Valentine's Day in China. The whole ceremony was broadcast live by the super popular beauty anchor on two live broadcast platforms, and attracted the attention and discussion of millions of people online through Sina Weibo topic discussion and other functions; For another example, Meizhou Ketianxia Scenic Area 1 1 held a two-day "Live World, Sound Meizhou City" activity, inviting stars to broadcast the scenic spot synchronously through five platforms: live broadcast, Mars, beauty shoot, singing bar and Quanju Star, attracting a large number of music lovers for the scenic spot in the form of small concerts. During the event, the cumulative exposure of live broadcast exceeded10 million.

Film IP implantation is more acceptable. It is understood that in recent years, product placement has sprung up in the tourism industry, especially in film and television works, and more and more scenic spots and tourism products are 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 with the help of movies through special forms such as TV theater naming, wonderful plot and movie scene setting. It can be seen that the promotion of product placement on tourism is obvious.

According to Ctrip's survey. Com, 83% tourists will go to their shooting place because of a favorite film and television work; 9 1% of tourists think that it is easier for tourist destinations to accept the location as an advertisement in film and television works than some products are implanted in film and television dramas and pure tourism videos.

Integrate "integrated" marketing

In the era of mass tourism, marketing is no longer a matter of scenic spots, but a separate matter of scenic spots. It is more a unified tourism marketing of the whole village, town, county and even the whole province. The core idea of integrated marketing should be the customer relationship management of tourists, emphasizing "what tourists want" as the center, requiring different departments and personnel of tourist destinations to have a unified caliber, unified brand personality, unified customer interest points and unified sales creativity when communicating with customers from different angles, forming a centralized brand influence, and giving systematic tourist information feedback through different channels in time, and then dynamically adjusting the promotion strategy. The marketing of future scenic spots should be limited by its own strength, unless the resources themselves are unique and unrepeatable. From the sales performance improvement brought by the integration of OTA's "Hotel+"and "Scenic Spot+"products, it can be concluded that it is very necessary for scenic spots to integrate surrounding related resources and cross-border 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.