An article will tell you how to do destination marketing.

Under the epidemic situation, it has become an established fact that the "ticket economy" of tourist destinations is limited, but what is the "destination marketing" repeatedly mentioned by senior people in the cultural and tourism circles? How should tourist destinations use online and offline means for destination marketing?

0 1

What is tourism destination marketing?

The cultural tourism industry has always had two marketing logics, one is customer source marketing and the other is destination marketing. Tourism destination marketing refers to tourists completing orders before they arrive at their destinations, and most of this field is concentrated in OTA. For cultural tourist attractions, what I can mainly master is destination marketing.

In the Internet age, no matter what form of communication, Internet celebrity destinations with distinctive personality and strong communication power have been formed. Each destination hopes to enlarge its own highlights through various channels and successfully become a circle. After arriving at the destination, tourists should grasp all the scenes of interaction with tourists and match them with the final consumption scenes, so as to make a breakthrough in tourism destination marketing.

02

How to develop tourism destination marketing?

Since destination marketing is so crucial to the development of cultural tourist attractions, how to carry it out better?

Create a tourist destination IP

Create a characteristic official e-commerce platform

Nowadays, the competition of tourist destinations is becoming more and more homogeneous. If traditional tourist destinations want to stand out, they must pay attention to the creation of characteristic IP of tourist destinations, integrate the current hot spots into the characteristic services of tourist destinations, and obtain a larger-scale communication effect by means of diversified communication channels.

Shi Tian can help tourist destinations quickly build a characteristic online e-commerce platform, with simple and beautiful UI design, rich shopping mall decoration templates and comprehensive training courses, so that you can win at the starting line of tourism destination marketing.

Diversified marketing methods

Enrich the consumption scenes of tourist destinations.

Tourist destinations can use the same city e-commerce platform built in Shi Tian to provide tourists with time-sharing booking, voice tour, travel route planning, finding charging treasures, consuming prizes and other services, so as to improve the opening frequency and viscosity of the e-commerce platform.

And use the rich online marketing drainage tools provided by Shi Tian urban system for tourist destinations to quickly build a private domain traffic pool. For example, using live broadcast to increase the attraction of tourist destinations to tourists; Adopting the membership distribution system, tourists can spontaneously recommend the e-commerce platform of tourist destinations, and tourists' friends can distribute profits when placing orders; Integral mall function, you can redeem prizes by purchasing a certain amount. Of course, some coupon products and annual cards can also be introduced to meet the various consumption needs of tourists and improve the repurchase rate of tourists.

Broaden marketing channels

Get private domain+public domain traffic

With characteristic IP, characteristic e-commerce platform and diversified marketing methods, we should consider how to broaden marketing channels and obtain more traffic.

As the system manufacturer with the largest number of third-party systems for distribution and procurement docking in China, Shi Tian Tongcheng currently supports the open docking of super 150+ marketing channels, covering not only self-operated WeChat micro-mall, official group purchase of Tik Tok, Aauto Quicker applet and Little Red Book store, but also OTA enterprises such as Meituan, Ctrip, Zhu Fei and other different industries with product resource needs. All kinds of products on the shelves of Shitiancheng system support one-click direct sales or distribution to various platforms.

Multi-format cooperation

Get through the second knockout round

The traditional "ticket economy" has been weak, and the driving force for tourists to spend in tourist destinations is more imaginative. Focusing on the mantra of "eat, live, travel, entertain and buy", it is the only choice for tourist destinations to break through the bottleneck by creating consumption scenes and demands through digital marketing.

Tourist destinations can cooperate with merchants in tourist destinations to plan the whole process of tourists' play experience. For example, after users spend money in restaurants, the paid traffic can be directed to cooperative stores, and the coupons obtained can be discounted at other places in tourist destinations. Realize the secondary consumption of tourist destinations and open up the closed loop of services. In addition, different tourist destinations can also "get together to keep warm", which can benefit tourists through product mix and attract nearby tourists for short-distance leisure tours.

In this process, Shi Tian can support the rapid integration of internal and external resources of tourist destinations. Through the e-commerce platform built, various formats and product forms such as membership rights, packages and Changyou cards can be realized, and internal and external resources interact, so that tourists can enjoy more favorable and convenient services, and tourist destinations and various formats can also warm up.

Digital management of upstream and downstream resources

Reduce the operating costs of tourist destinations.

In the process of integrating various formats, products and commercial resources, a very realistic problem that tourist destinations will face is how to realize the digital management of products, channels and settlements, which cannot rely on manual processing and is inefficient and uncontrollable.

Shi Tian Tongcheng can use a system to help tourist destinations get through the product resources, marketing channels and financial settlement management system. We can manage the data and settlement of cooperative merchants and products through a system to create an omni-channel multi-format management center for tourist destinations, so as to reduce costs and increase efficiency.

03

Shitiancheng introduction

Established in 2007, Shi Tian Tongcheng is committed to providing omni-channel marketing digital services for the cultural tourism industry. After 12 years of intensive cultivation and continuous technological innovation, Shi Tian Tongcheng has 5000+ customers all over the country.

As the first batch of enterprises directly connecting OTA channels in China, it has opened more than 150 channels nationwide. The digital intelligent solution of Shi Tian city scenic spot can help Lv Wen scenic spot to carry out full-link intelligent marketing, link the resources of the same industry and different industries online, quickly build an e-commerce platform, and match all kinds of intelligent hardware offline, such as face gates, handheld POS machines and self-service ticket vending machines. , ticketing, product sales and inspection at scenic spots. Help the scenic spot to build a brand marketing platform, enrich marketing methods, reduce marketing costs and enhance the play experience.

We put the achievement of customers first, and it is our constant pursuit to improve service quality and meet customers' needs. Polishing products with ingenuity will make your omni-channel marketing more efficient, online business channels more convenient and customer service quality satisfactory!