What should we pay attention to in developing rural tourism?

How to develop rural tourism, what should we pay attention to?

To develop rural tourism, we should adjust measures to local conditions, focus on scenic spots, focus on folk culture, maintain the old traditions of ancient villages, ensure the quality and quantity of rural food specialties, live up to the same standards in beautiful countryside, and make people feel familiar with every village. I once left a message on an official account of beautiful countryside Voting WeChat in my hometown: beautiful countryside can formulate uniform standards, so it is not appropriate to require road hardening 100%. The ancient stone road is covered with thick cement, the ancient beauty is gone, and the long history is buried. This information has caused many people to talk about it. Modern people are tired of watching reinforced concrete, and you make the country full of local flavor difficult to taste. I am engaged in mountain village tourism projects, and many road houses built by modern building materials such as cement and steel bars are repaired in the old way. After creating the selling point of a good village, it is how to attract tourists. We should skillfully use modern online media, such as today's headlines, Tik Tok and other popular platforms, and learn to tell stories and creative stories to attract customers.

Wang, an expert in the transformation of tourism new media: mobile internet and network celebrities detonate the new entrance of scenic spot marketing.

In the context of global tourism, it is the worst era and the most beautiful era. The tourism market is changing with each passing day, tourism consumption is constantly upgrading, and technology is constantly updating. Facing the increasingly fierce competition between tourism destinations (including cities, scenic spots and scenic spots) and tourism products, how to make marketing transformation stand out from the competition is a topic of general concern.

Wang, an expert on the transformation of tourism new digital media, said that according to industry estimates, domestic scenic spots, government tourism bureaus at all levels and other institutions spend between 30 billion and 40 billion yuan on destination marketing in domestic and foreign markets every year. ; This is a lot of money, but how much of this money has really reached the target population and achieved transformation? Accuracy is undoubtedly the focus of everyone's attention. How to accurately target the target population to achieve transformation, Wang has his own set of gameplay.

Create an A-level online celebrity traffic pool

As the founder of the Internet Celebrity Intellectual Property Office, Wang has accumulated 14868 online celebrity KOL first-hand new media resources, spanning more than 40 mainstream platforms such as WeChat, Weibo and Xiaohongshu, covering more than 50 vertical fields such as tourism, fashion, automobiles, science and technology, women and food, and widely distributed in more than 30 core cities such as Beijing, Shanghai, Guangzhou, Hangzhou and Shenzhen and overseas.

At the same time, through the use of powerful professional data analysis and big data technologies such as user portraits, the online celebrity KOL is screened from six dimensions: personal attribute tag, content attribute tag, fan portrait, number of fans, article browsing, comments, likes and so on 16, so as to accurately screen out the online celebrity KOL that matches the needs of tourist destinations.

Wang believes that the construction of A-level network celebrity traffic pool is an inevitable choice to build a business model in the era of scarce attention and a natural expression demand of users. Building your own traffic pool and improving the emotional distance from C-end users will surely become the general trend and an essential tool for new tourism transformation.

To this end, Wang has also set up an innovative, young and active network celebrity team, which specializes in incubating self-media accounts in various vertical fields and expanding his own traffic pool.

Establish the brand of urban new media matrix.

On the basis of rich government tourism resources, Wang independently operates local new media accounts in Hangzhou, Jinhua, Taizhou, Gutian and other places, equipped with local online travel platforms, effectively integrated internal resources and channels, opened the border to the outside world, and docked external resources, products and channels to achieve the strategic goal of * * * sharing platform resources and mutual benefit.

With the increasing influence of short video platforms, such as Aauto Quicker, Tik Tok and Second Shot. Especially, Tik Tok, which has only grown for more than two years, has a stronger ability to introduce traffic to tourist attractions, and two small shakes have basically become the standard of tourism destination marketing.

Based on the characteristics of high concentration of users and target audiences, low investment, high media attributes and strong sense of social experience, Wang saw the potential, and hoped to catch this express train, upgrade Hangcheng to urban new media based on short videos, build a brand of urban new media matrix, and become a highland for implementing the new mainstream strategy of tourist destination media.

Customize event marketing activities

In order to establish the link between content creators and brand customers, provide targeted new media solutions through the multi-dimensional combination of content creation, technology and data, and create an effective communication mode of creativity, word of mouth and influence for customers, Wang launched three customization activities, which achieved good results.

Traveling with Big V: Online KOL marketing and promotion activities based on global tourism, through recruiting online celebrities KOL who like to travel, love life and know how to live, and creating high-quality communication content, creating demand with content, creating traffic with content, and finally realizing brand promotion and product exposure through network-wide distribution and promotion, and finally realizing sales transformation.

Travel Officer: Committed to gathering well-known travel experts at home and abroad, including travel experiencers, hotel sleepers, travel planners, global travelers, photographers, media and other industry opinion leaders, and connecting travel experts with travel destination businesses. On the one hand, it provides tourists with invitations to travel experience from all over the country; On the other hand, the attraction of tourists can influence potential consumers, realize word-of-mouth marketing and promote tourism transactions.

Urban memory: It expresses a new path for a city to build tourism integration and shape the image of a tourist city through creative transformation and innovative integration. Refining the cultural spirit of local tourism and experiencing it with participation can change the content of brand scene creation.

New media realizes advanced copywriting.

Wang's "Clairvoyance" focuses on the integrated marketing of new tourism media, and at the same time makes a useful attempt around the whole tourism ecological chain and cross-border marketing, and has achieved remarkable results.

For example, on June 23, 2008, 165438+ I went to Changbai Mountain Scenic Area in Jilin with Big V, and invited six millions of online celebrity fans, including Lian Jiong, Big Devil Pei, Big Cousin, Tang Zinier and Ahualuo, to visit Changbai Mountain Scenic Area for four days, and vigorously promoted and spread Changbai Mountain through Aauto's faster, second-shot video and short video. In this issue, the total exposure of the whole network reached1398 w.

For example, before the Spring Festival in, we customized cross-border integrated tourism marketing for Chaling, Zhuzhou, Hunan Province, abandoned the traditional advertising routines and adopted a real-life, live and experiential communication strategy. Invite network celebrities, tourists and visitors to Chaling from the media, show the whole process from scenery to food to products from the perspective of tourists, take interesting stories as the load of the whole content record, and form creative short videos as the key to communication. At the same time, social media and short video platforms are linked, and videos and travel notes echo each other.

There are countless innovative marketing cases like Jilin and Chaling. Wang's many innovative explorations on the future development prospects of tourism seem to show us more possibilities of future innovation in tourism.