How to do a good job in the publicity and marketing of tourist attractions?

With the arrival of the era of mass tourism and national leisure, the supply of products in domestic tourist attractions is increasingly rich, and the industry competition is becoming increasingly fierce. If the scenic spot lacks innovative marketing gimmicks and mature and effective marketing models, no matter how good the service level and tourism hardware facilities are, it will not be able to get customers efficiently. So how do scenic spots seize users and realize marketing transformation? How to build channels and trigger fission propagation? How to create creative content and achieve low-cost drainage? These are becoming the pain points of scenic spot marketing. Need for promotion and marketing of tourist attractions (external) 1. Tourists rely on mobile phones and computers to inquire about booking tickets. Nowadays, when people want to travel, they will use their mobile phones and computers to inquire about food, shelter, transportation, shopping, entertainment and other information they want to know. Then they will get the ticket prices of scenic spots, get to know the sightseeing projects and latest activities on group buying websites such as Meituan.com, Ctrip.com and Feizhu.com, and then decide to go to this place. We will choose the corresponding tickets (such as adult tickets, children tickets, discount tickets, etc.). ), fill in the number of visitors, visit time, visitors' names, ID numbers and other information, and make online payment directly by mobile phone or computer through WeChat or Alipay. After payment, visitors can scan their ID cards in the scenic spot to get tickets, or use the QR code sent when booking tickets to successfully pass through the gate of the scenic spot and enter the scenic spot to play. Second, the OTA platform is to move travel agencies online. Group buying websites such as Meituan.com, Ctrip.com and Feizhu.com are called OTA platforms. The full name of OTA is OnlineTravelAgency, which is translated as "Online Travel Agency" in Chinese, and it is the unified name of Internet booking system platforms such as hotels, tours and tickets. In order to get more passengers and increase business income, tourist attractions will cooperate with many travel agencies. However, due to the increasing popularity of the Internet, travel agencies have now "moved" to the Internet. When the scenic spots cooperate with online travel agencies, they need to give the platform a lowest price, so that these online travel agencies can help the scenic spots sell tickets, related services and products, and the travel agencies can get the corresponding price difference as a reward. Third, the unified management platform of online travel agencies (OTA distribution system) Now when tourist attractions and OTA platforms (online travel agencies) cooperate, they all use a sales system. This system is called OTA distribution system, which can collect all the websites selling tickets and display them together. Through this system, the staff of scenic spots can check the sales financial statements and intuitively see which platform sells more tickets and which platform sells less tickets. How much these platforms sell every day can directly generate Zhou Du, monthly and annual financial statements. The person in charge of the scenic spot wants to know all the relevant financial data directly after cooperating with the "Internet Travel Agency" through an OTA distribution system. Effective real-time monitoring, external sales at a glance, so as to achieve unified management of subsidiaries. The need of publicity and marketing of tourist attractions (internal) The internal marketing system of tourist attractions refers to a platform where people inside the scenic spots can edit words, pictures and videos online to publicize and display the contents to tourists, and at the same time, they can directly purchase tickets and products online. For example, official website, WeChat official account, applet and online shopping mall are all necessary marketing platforms for smart scenic spots, which are called "official platforms". The news released by each platform must be the most accurate and timely content in this scenic spot and have the exclusive right to speak. 1. Information station group system official website: It is divided into PC station and WAP station, namely computer website and mobile phone website; The website can display attractions introduction, route recommendation, travel guide, travel notes sharing, complaints and suggestions, weather query, panoramic tour and other functions, and realize online ticket sales, order inquiry and other functions. You can also develop different information plates according to your needs; Another important function of official website is that it can be displayed in Baidu search. When tourists search for the names of scenic spots or related words of Shaanxi Coal Group in Baidu, Baidu search can directly jump to official website. In addition, we can also optimize official website and set the names of competitors. The displayed website may be our own website, which is very important for tourists to choose their destinations. WeChat official account is divided into subscription number and service number. The service number can be grafted with WeChat payment, but if both the service number and the subscription number are enabled, the subscription number can also realize the payment function depending on the service number. Wechat official account has formed an attractive and most valuable official publicity platform for enterprises and institutions. After initially determining the destination, the average tourist will open WeChat and search for the name of the scenic spot on it.