How tourist cities along the Beijing-Shanghai high-speed railway can seize tourists

From the perspective of customer source areas, Shandong’s customer source market can be divided into three levels, and different marketing strategies should be adopted for different customer source markets. First, with Shandong as the basic tourist source market, local tourism and intra-provincial tourism in Shandong should be deeply promoted, and the "consolidation and improvement" strategy should be implemented, focusing on theme tourism, special tourism, family tourism, and self-guided tourism; second, based on Cities along the high-speed rail, Beijing-Tianjin-Hebei and Yangtze River Delta cities as the key tourist source markets should vigorously develop tourism along the high-speed rail and around East China, implement the "linkage and breakthrough" strategy, and focus on weekend travel, business travel, vacation travel and high-end travel. Marketing focus; third, take Beijing and Shanghai as hubs and actively accept radiation. High-speed rail should be used as an intermediary to attract overseas tourists from Japan, South Korea, Europe and the United States, and implement the "attract and import" strategy, focusing on boutique tourism, business tourism, cultural tourism, and leisure tourism. Marketing focus.

From the perspective of travel methods, individual travel, independent travel, and short-term travel have gradually become a trend. With the development of high-speed railways, more and more tourists will no longer rely on travel agencies and choose self-guided tours, mainly family tours and individual tours. Two-day tours and weekend tours will become important travel forms in the future.

According to the survey, tourists in the Beijing-Tianjin-Hebei region prefer the traditional Gold Coast tourist route and the Qilu cultural tourist route, while tourists in the Yangtze River Delta region prefer natural, leisure, health and vacation tourism products. More interested in and prefer experiential, participatory and interactive tourism activities. The tourist cities along the Shandong high-speed rail should carefully analyze the changes in the tourist source market pattern after the opening of the high-speed rail, integrate multi-type and multi-level tourism resources, focus on developing one-day tours, two-day tours, and weekend tours that are suitable for high-speed rail travel, and mainly promote leisure products. Short-term tours with themes such as vacation, business meetings, culture and folk customs, study tours, ecological wetlands, food and health care, etc.

The competition in regional tourism is becoming increasingly fierce. In the era of attention economy, new highlights must be used to attract tourists' attention. Working with influential domestic marketing agencies to plan high-standard, high-level, and uniquely creative publicity activities and increase market promotion is an effective way to quickly win the market. For example, establish clear and relevant marketing themes and slogans, and unify external publicity, such as "High-speed rail travel to Shandong with free style and hospitality", "Wonderful weekend trip to Shandong", "High-speed rail travel to Shandong, the journey is easier", etc.; create "Shandong high-speed rail tourism" "Marketing System Engineering", taking event marketing as the starting point, carefully planning and holding a series of tourism and cultural themed activities; designing high-speed rail tourism specialty products to form a product group. Regularly publish the "Shandong High-speed Railway Tourism Four Seasons Menu" to refine the monthly themes of Shandong High-speed Railway Tourism; establish a higher-level "Beijing-Shanghai High-speed Railway Tourism Alliance" to build a "tourism green channel" and innovate tourism cooperation mechanisms; cooperate with domestic mainstream media and large-scale Portal websites carry out high-speed rail tourism cooperation and arouse social attention through vigorous and multi-faceted reporting.

At present, the "Hospitable Shandong" brand image has been launched across the country, but the tourism city brand, corporate brand and scenic spot brand are not strong enough. Shandong should further find entry points and tipping points for tourism marketing, implement brand extension strategies, establish a unified tourism image of the Shandong sector along the high-speed rail, and realize the integration and branding of high-speed rail tourism. Under the leadership of the "Hospitable Shandong" brand, we can extend the city brand, corporate brand, product brand and other sub-brands to form a tourism brand system with the overall brand as the core and multi-level brands as the support to enhance the competitiveness of Shandong tourism. It is necessary to increase unified publicity efforts to the outside world, form a regional marketing synergy, regard Beijing-Tianjin-Hebei and the Yangtze River Delta as key tourist source markets in Shandong, carry out targeted tourism promotion activities between the government and industry, and unify tourism images, promotional slogans and logos. Increase joint promotion and bundled marketing efforts in the seven provinces and cities along the Beijing-Shanghai line to further increase the visibility of Shandong high-speed rail tourism. Shandong should establish a public marketing mechanism for tourist destinations, give full play to the role of a public marketing organization system that is "led by government organizations, corporate organizations as the main body, industry organizations as the auxiliary, and community residents extensively participate", focusing on marketing Tourism image and tourism brand, create a good tourism environment, implement comprehensive marketing and national marketing strategies, and enhance the competitiveness and brand value of Shandong tourism destinations.

The convenient transportation in the high-speed rail era has made tourists have higher requirements for smooth information. Today, with the increasing popularity of tourism, the sudden rise of personalization and the prevalence of mobile e-commerce, we must fully pay attention to the value and role of media. In terms of specific measures, the first is to invite mainstream media and travel agencies from cities along the high-speed rail to come to Shandong to collect news, conduct intensive publicity before and after the opening of the Beijing-Shanghai high-speed rail, carry out activities such as the Urban High-speed Rail Shandong Tourism Week, and implement intensive marketing. The second is to actively use new media channels such as tourism networks, portals, blogs, podcasts, and Weibo to carry out all-round publicity, establish a tourism information sharing platform, and release tourism information to the outside world in a timely manner. The third is to establish a Shandong tourism one-stop service website, using modern tourism e-commerce to integrate and collect information networks, integrating information consultation, electronic maps, hotel reservations, tour guide services, tourism products and other functions to meet the needs of high-speed rail individual travelers and Market demand for in-depth travel.

(Wang Chunsheng and Li Taiguang Source: First Travel Network-China Tourism News) Related reading: The country’s first high-speed rail city tourism alliance was established to plan high-speed rail tours in 7 cities

A large collection of high-speed rail stops across the country (photo) Wuhan and Guangzhou High-speed rail brings about a huge change in tourism in Guangdong, Hunan and Hubei