Shandong: Join hands with the network platform to promote the high-quality development of cultural tourism

In the past two years, the outbreak of the epidemic has caused the offline tourism market to temporarily stagnate or even stop, and the tourism industry has been affected to varying degrees. At the moment when the epidemic situation is normalized, some new changes are constantly appearing in the tourism market. In order to adapt to this new change, Shandong Provincial Department of Culture and Tourism cooperates with domestic online platforms. On the one hand, by creating high-quality tourism products and issuing cultural tourism vouchers, residents' enthusiasm for consumption is stimulated; On the other hand, the brand voice is constantly expanded through various marketing activities. With the help of "products" and "marketing", Shandong tourism market has embarked on a new path of integrated development of tourism.

"Turn around" on the Internet in major tourist provinces

The outbreak of the epidemic will inevitably affect the development of the offline tourism market in Shandong. After the outbreak, the Shandong Provincial Department of Culture and Tourism began to take advantage of new media to launch live webcasts in the country, and promoted "Friendly Shandong" by means of "cloud tourism", which became another "main battlefield" for the marketing and promotion of "Friendly Shandong".

Shandong is the hometown of Confucius, with a strong historical and cultural atmosphere and rich tourism resources such as ocean, forest, ice and snow. Marine tourism, eco-tourism and ice and snow tourism have developed rapidly in recent years, and rich tourism resources have become the "confidence" for Shandong to develop online tourism.

Facts have proved that with the upsurge of online travel, the online travel market in Shandong has developed rapidly and achieved good results. According to statistics, in 20021year, only on Ctrip platform, the number of online tourists in Shandong Province increased by 36.5 1% compared with the same period in 2020, and recovered to 9 1. 12% in the same period before the epidemic. The total revenue of online tourism in 20021increased by 39.79% compared with the whole year of 2020, and recovered to 78.47% in the same period of 20 19 before the epidemic. The per capita consumption of products in 202 1 Shandong resort hotel has exceeded the level of 20 19 in the same period.

According to Ctrip data, hotels, other products (including food, shopping, Zhou Bianyou, etc.), air tickets and tickets are the main business sources of online tourism in Shandong, among which hotel business accounted for 66.27% in 20021year, an increase of 13.94% compared with 20 19.

Behind the outstanding achievements of online tourism is the cooperation between Shandong Provincial Department of Culture and Tourism and online tourism platform headed by Ctrip, which has promoted the digital and intelligent development of cultural tourism consumption, strengthened the empowerment of science and technology, and promoted the high-quality development of local cultural tourism industry.

High-quality tourism products "attract customers"

The normalization of epidemic situation has brought about new changes in the tourism market, and family go on road trip has begun to be welcomed by more and more people. In order to cope with the sudden epidemic and improve its own tourism products, since 2020, the Shandong Provincial Department of Culture and Tourism has cooperated with Ctrip, focusing on cultivating theme product lines such as weekend trips, parent-child trips and outings, and launching a series of promotional content to help friendly Shandong build its brand image.

In terms of tourism products, in view of the rising holiday demand, personalized consumer groups and the pursuit of high quality, the research and development ideas of Shandong Lv Wen products have changed from the traditional focus on scenic spots to hotels and homestays. "Millennium inheritance, ruyalu, three days and two nights of taste bud pilgrimage in Qufu, Jinan", you can experience the customized welcome dinner of Confucian food inheritors; "Allure Time, Love between Mountains and Seas, Romantic Qingdao Four Days and Three Nights Private Yacht+Seascape Hot Springs, Beautiful Accommodation" and other high-end customized products such as exclusive explanations, private yachts and customized seafood banquets are launched for high-end consumers returning to China to meet their needs of niche, customization, quality and private enjoyment ... According to different themes, Shandong Provincial Department of Culture and Tourism and Ctrip have jointly created a number of coastal leisure and yacht vacation projects.

The person in charge of Shandong Tourism Promotion Center, which specifically undertakes the research and development and promotion of Shandong tourism products, said that these high-quality tourism products have three changes compared with before-one is from cheap and popular to quality and personalized tourism products, the other is from sightseeing to leisure and in-depth experience tourism products, and the third is from resource-oriented to market-oriented tourism products.

In order to stimulate online tourism consumption and form a good atmosphere for online promotion of cultural tourism consumption in the whole province, in 20021year, Shandong Provincial Department of Culture and Tourism also launched a number of tourist coupons together with Ctrip in conjunction with the whole province 16 cities, which achieved good market response.

Online marketing to expand brand voice

During the summer of 20021,the Department of Culture and Tourism of Shandong Province planned the "Clock-in Season for Generation Z in Shandong", and recruited ten network celebrity experts in the vertical field of tourism to come to Shandong to carry out theme tourism clock-in and "planting grass" in Shandong through Weibo topics, graphic strategies and short videos. The total exposure of the event exceeded 6543.8+0.32 billion; In September, Shandong launched 30 self-driving boutique routes in the province, and gathered 172 self-driving tourist spots and 56 self-driving campsites on three maps of Baidu, Gaode and Tencent, directly reaching the self-driving tourists, realizing precise marketing ... Shandong Provincial Department of Culture and Tourism, with the help of new media and online platforms, made full use of the advantages of the network and continuously expanded the spread of the "Friendly Shandong" brand through various online marketing activities.

In 2022, Shandong tourism new media promotion is still on the road of continuous innovation. Before the Spring Festival, the Shandong Provincial Department of Culture and Tourism launched 29 "Shandong Humanities Exploration Tour", which was promoted through the friendly Shandong online. Com and official wechat official account. With the coming of the Winter Olympics, the Shandong Provincial Department of Culture and Tourism launched a series of activities of "Wonderful Winter Olympics and Qilu Tour" from 20265438+0 to February 2022. These activities not only achieved good social effects, but also brought tangible economic benefits to the participating cultural tourism enterprises.

It is understood that in the next step, Shandong will continue to strive to improve high-quality tourism products. In the first half of the year, we will focus on developing related products around the Yellow River and marine resources in Shandong. It is planned to invite domestic key travel agencies and OTA's tourism product R&D team to step on the line in batches, integrate new tourism resources such as scenic spots, new projects and new formats along the Yellow River and coastal areas in the province, and design and launch a number of products including natural ecology, human experience, parent-child research and folk customs for different markets and customers.

On the other hand, Shandong has also actively promoted the transformation of relevant channels and vigorously enriched the supply of tourism products along the Yellow River and coastal areas. By holding the theme activity of "Friendly Shandong Network Celebrities Punch the Yellow River/Ocean Season", we will focus on the Yellow River and marine tourism resources and products, and invite 100 Internet VIPs to collect ideas offline, create high-quality content, and use Ctrip, Tencent, Xiaohongshu, Tik Tok, Sina and other platforms for online promotion.

"Welcome to friendly Shandong" has never been a simple slogan. Since 2020, this sentence has been implemented by the Shandong Provincial Department of Culture and Tourism with high-quality tourism products. For Shandong, a traditional tourist province, with the two magic weapons of "product" and "marketing", the golden signboard of "Friendly Shandong" will be full of colors. (correspondent package)