Traditional Culture Encyclopedia - Travel guide - How does the tourism performing arts company promote the development of the tourism performing arts market?
How does the tourism performing arts company promote the development of the tourism performing arts market?
Tourism performing arts refers to long-term resident performances with tourists as the source of audience, which are mostly performed outdoors or in the theaters of tourist destinations. The performance time is basically in the leisure time of tourists in the evening, and the performance content is the performing arts activities with the characteristics of tourist cities or scenic spots.
Generally speaking, tourism performing arts is an performing arts activity organized and planned by a special performing arts company, which has the characteristics of clear theme, highlighting local cultural characteristics, paying attention to entertainment, and emphasizing the combination of tourists' appreciation and participation.
Second, the tourism performing arts market problems analysis
Tourism performing arts is the product of tourism development, and the tourism performing arts market is still in the primary stage of development, with many problems and shortcomings, including:
1. The tourism performing arts market is unbalanced in time, region and product development.
(1) Time is not balanced. The tourism performing arts products developed in the early stage are well-known. After time running-in, the operation mode has matured and standardized, and they are often jointly sold and promoted with sales channels such as travel agencies. Although the tourism performing arts products developed in the later period can directly copy the operating experience of successful projects, their popularity is difficult to compete with the former.
(2) Regional imbalance. Influenced by the climate and population distribution in the south, large-scale and large-scale tourism performing arts products are distributed in southern tourist destinations and cities one after another, and concentrated in some popular tourist cities in the south, and fierce competition is launched for market share. Compared with the large-scale tourism performing arts products in the north, they are scarce and only distributed in several central cities in the north.
(3) product imbalance. A few tourist destinations have taken the lead in upgrading the immersion technology, and the content has also been transformed according to the characteristics of immersion, while most other areas basically stay in the stage of traditional stage tourism performances, and the technical content is very old.
2. The blind pursuit of large investment in tourism performing arts projects leads to top-heavy market.
Another major feature of the tourism performing arts market is that large-scale tourism performing arts projects are heavily invested, occupying a dominant position in the market, and policies and resources are tilted towards such large-scale tourism performing arts projects, mainly because large-scale tourism performing arts projects can bring attraction to local signboards. However, large-scale tourism performing arts projects have large investment, long return period and high risk, which is not conducive to the sustainable development of the tourism performing arts market. Relatively speaking, it is difficult to find investment in small-scale tourism performing arts projects, and it is also difficult to take care of policies and marketing, which have laid great hidden dangers for the healthy development of the market.
3. Tourism performing arts products pay too much attention to visual impact and ignore content innovation.
In order to compete for tourists, tourism performing arts pay attention to lighting special effects, a huge performance team and amazing performance techniques, which bring shocking visual impact to the audience. It is very effective to simplify the content as much as possible, pursue the fastest benefit and attract the first audience. However, in the era of individual tourists, most of these tourist performances are either repetitive or too difficult to understand, and as a result, they cannot attract more tourists.
4. Product sales channels still rely on offline channels, and the customer base is mainly group customers.
The promotion channels of China tourism performing arts products rely heavily on the sales of travel agencies, and its online platform has not adapted to the characteristics of mobile Internet in the era of mobile Internet. Most of them are still sold offline. Not only do offline sales rely on travel agencies and land agencies to attract tourists, but stores are also attached to the ticket offices of major tourist attractions, which is extremely unfriendly to individual customers.
5. The competition in the tourism performing arts market is becoming increasingly fierce, and the tourism performing arts products in popular areas flock to us.
The tourism performing arts market is becoming increasingly fierce, especially for well-known tourist attractions. The number of tourist performing arts plays has increased dramatically, while the number of scenic spots in small tourist cities is relatively small.
6. Well-known IP in tourism and performing arts is scarce, and the market has insufficient understanding of the influence of IP.
The tourism performing arts products in the tourism market are still in the development stage, lacking the concept of IP construction. The lack of IP construction has affected the expansion of the product line of tourism performing arts, which leads to the development of tourism performing arts products can only be carried out locally, and it is difficult to expand from local to national.
Third, how can the tourism performing arts companies promote the development of the tourism performing arts market?
For tourism performing arts companies, in order to promote the sustainable development of tourism performing arts, we should start from the following aspects:
1. Actively develop the blank market to compete for individual customers and compete for more incremental innovation with less stock.
Make use of the existing successful business model, actively develop popular tourist resource areas with blank products, especially some popular tourist destinations in the north, and use the policy background of promoting the integration of literature and tourism and the local demand of actively promoting the development of night economy to break through the blank of local tourism performance market in tourist resource areas.
2. innovate in content and form around individual needs.
On the source of tourists, many tourism performing arts companies rely on the group channel and rarely develop the individual channel. Under the situation that the number of individual tourists has increased greatly, tourism performing arts products should pay more attention to the needs of individual tourists to improve their products, innovate in content and cultural uniqueness, integrate new technological innovations in performance forms, create product differentiation, and actively interact with individual tourists to create a well-known series brand of tourism performing arts.
3. To promote the development of small-scale tourism performing arts, immersive performance is the breakthrough.
On the premise of taking large-scale tourism performing arts products as the real scene, tourism performing arts companies should develop small-scale tourism performing arts products at the same time, use the popular immersive performance forms and integrate the current AR/VR technology to realize immersive tourism in scenic spots, make scenic spots perform arts, and in turn promote performing arts scenic spots. The characteristics of the immersive performance form require that the scale of tourism performing arts products should not be too large, and small tourism performing arts products can better adapt to the immersive performance form.
4. Promote the integration of tourism performing arts and the Internet to adapt to the high degree of interaction in the era of mobile Internet.
Tourism performing arts products should actively develop online platforms, realize electronic tickets, buy tickets anytime and anywhere, update the information dynamics of tourism performing arts products anytime and anywhere on third-party e-commerce platforms and media channels, and promote the spread of products among a new generation of audiences. It is also necessary to develop an online mall sales platform for offline peripheral products, build an online industrial chain around tourism performing arts products, such as small games, short videos, music and other derivatives, and realize the internetization of tourism performing arts products.
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