How to build the productivity of tourism ip content and realize the innovation of tourism planning

IP: intellectual property, intellectual property

What is a travel IP? Take the Forbidden City as an example. Before 20 14, we only knew that the Forbidden City was a scenic spot in Beijing, the capital, and was the residence of emperors who handled the internal affairs of the court. Under the leadership of Dan Jixiang, president of the Forbidden City, the Forbidden City has become a super ip.

20 14 Taobao, the Forbidden City, published the official WeChat account article "Yongzheng: Feeling Meng Meng Da", which caused widespread concern. In this article, Yongzheng changed the solemn image of the ancient emperor and sold Meng through a sense of contrast, becoming the first IP spokesperson under the brand of the Forbidden City. It can be said that the success of new media operation is a key to the IP fire in the Forbidden City. Now, the WeChat tweet of "Forbidden City Taobao" has reached 65,438+million+.First, we should seriously popularize the traditional culture of the Forbidden City, and then sell the cultural and creative products without falling.

The subsequent development of app will no longer restrict the interaction between users and the Forbidden City culture. The starting point is to help more people understand the culture of the Forbidden City and the story behind it. Although it is not a profitable product, it still brings considerable sales revenue through the mining of its own IP. The Forbidden City Wenchuang is a very successful tourism enterprise IP.

The ip of a tourist is often determined by the user. All kinds of words, pictures and videos you output are personalized, differentiated and in sharp contrast with other experts, which will make users automatically label you. Lively and serious, serious and funny, reliable and nonsense, are the impression labels of users on you. There is no shortcut to the creation of tourism IP, which is determined by the accumulation of time.

The outbreak of short videos not only made Tik Tok, A auto, Xiaohongshu and other apps faster, but also shaped a number of online celebrity IPS.

Take papi sauce as an example, speed up the speech, shoot a funny video with the theme of excavating the characteristics of people around you, and cause people to sing, and end the video with a sentence "I am papi sauce, a woman who combines beauty and talent". Easy and pleasant editing, interesting themes, the rapid rise of online celebrities at that time, and the top student attributes of papi sauce, papi sauce's online celebrity IP has been established.

How should ordinary tourism practitioners build their own IP? First of all, we must determine the orientation of the enterprise, strengthen the connotation of corporate culture and establish a reputation. It is also necessary to polish products and improve service quality. The unique membership mode of Moya Travel Platform helps ordinary tourism practitioners to build their own personal ip, own their own goods and line products, create differentiated content different from other practitioners, or be serious or serious about customer service, which are all tag features that attract some user groups. If you are a personal travel enthusiast, there are many ways to realize your travel, build your personal IP, and thus build the KOL of the tourism industry. There are also a group of professional tutors to help businesses transform online, build IP courses, and refine their operations.