How to carry out effective tourism marketing in scenic spots?

With the arrival of the era of mass tourism and national leisure, while affirming that tourist attractions are still the basic needs of sightseeing, scenic spots are also facing new demands from the vast number of individual tourists in destination consumption and diversification of experience life.

Correspondingly, the scale of scenic spots is expanding day by day (by the end of 20 15, the number of scenic spots in China has reached 216,000, including more than 7,000 A-level scenic spots and more than 500 A-level and 4A-level tourist attractions 1500). )。 With the intensification of market competition, the importance of tourism marketing has become increasingly prominent. Then, how to carry out effective marketing in scenic spots? Through years of research and summary, the management of rich ruitai scenic spots has come up with some methods:

Make good use of "event marketing"

Event marketing in scenic spots refers to a modern marketing method that plans, organizes, holds and uses newsworthy planned events inside and outside the scenic spots for marketing combination, and uses news, public relations and other means for positive publicity to attract the attention and interest of real and potential tourism consumers, so as to enrich the existing tourism products in scenic spots, expand product sales, increase the income of scenic spots and improve the visibility and reputation of scenic spots.

Follow closely the "pan-entertainment" marketing

John Naisbitt once wrote in Megatrends that in today's unpredictable world, entertainment is regarded as an indispensable factor in daily life. For an enterprise, if it does not increase communication with consumers through entertainment and does not play "entertainment marketing", then the enterprise will gradually be crushed by the wheel of social progress. To put it simply, entertainment marketing is actually a marketing method that connects products with customers' emotions by means of entertainment elements or forms, so as to sell products and cultivate brand effect.

Marketing methods need innovation.

Under the background of the new market environment, marketing communication is no longer simply pursuing information indoctrination for consumers as before, but conquering the target audience with the innovation of media, content and communication methods. How to follow the trend while developing creative marketing communication and avoid short-lived stunt marketing has become a key issue in the operation of tourist attractions.

First of all, we should establish an all-round marketing system. Conventional marketing is divided into traditional media marketing and network marketing. Even though online media has many advantages over traditional media, such as larger user groups, more timely arrival of information, traceable marketing effects, etc., this does not mean giving up the communication channels of traditional media. After all, the user groups faced by the media are inconsistent.

Second, pay attention to the marketing design with experience as the core. Experience marketing is a brand-new marketing model driven by experience economy. Simply put, it is a marketing activity to meet consumers' demand for experience consumption. "Feeling" or "experience" will gradually become the most important demand orientation in the future experience economy era. The product of tourist attractions is actually an experience design, which includes the planning of tourist attractions and tourism plans, the next visit, and finally leaving the scenic spots and tourism activities, and finally forming the overall feeling of the tourism process.

Third, rational use of new media marketing methods. With the advent of the mobile Internet and the era of individual travelers, more and more users choose to use the mobile Internet to learn about scenic spots, travel strategies, order tickets for scenic spots and related travel services.

Under the background of mobile Internet, the focus of scenic spot marketing is to break through the tradition, innovate the marketing mode, and build an all-media tourism destination marketing system that combines traditional channels such as radio, television, newspapers and multimedia with new media channels such as Internet, Weibo and WeChat. Pay attention to the marketing design with experience as the core and make good use of new media resources.