A brief discussion on how tourist attractions can make advertising more "powerful"

I have been engaged in tourism planning, planning, and scenic spot promotion and packaging for ten years. In this practical work, I have made some thoughts and summaries on the advertising and promotion work of many tourist attractions, and I have drawn some conclusions. Come out to communicate and discuss with everyone. Advertising has always been a headache for tourism companies and many other companies. Nowadays, competition in all walks of life is becoming more and more fierce. It is difficult to find good ways and methods to achieve ideal results. As a famous saying in the industry goes: "I know that at least half of my advertising money is wasted, but I don't know where it is wasted?" It is talking about the problem of huge waste caused by improper advertising. 1. Synchronization of advertising and marketing. The advertisements in the scenic spots have been put out, but the software and hardware of the scenic spots have not kept up. Naturally, the ideal tourism benefits cannot be obtained. This problem has occurred in many tourist attractions. Since many scenic spot managers are not familiar with the characteristics of tourism products and the situation of the tourism market, they think that tourists will come uninvited as long as they advertise. In fact, the actual situation is often not the case. so. Advertising only spreads information about scenic spots and lets others know about you and be interested in you. The scenic spot still has a lot of follow-up work to do, such as good communication and cooperation with relevant travel agencies and intermediary enterprises. The most important thing is to keep up with its own marketing work, so that there will be obvious effects after the advertising is launched. 2. Advertising Media Combination Strategy Shopping malls are like battlefields, and advertising is an important battle in this protracted war. Since it is a war, no one can win by one soldier, but by joint operations of "sea, land and air". 2. If the scenic spot only advertises its image on central media, practice has proved that the effect is not very good. Because the national market cannot be the same. Some areas have good benefits and some areas have poor benefits. This is a normal phenomenon. If you ignore the publicity of the target market and only spend huge amounts of advertising money on CCTV, it will only lead to a waste of advertising money. The correct approach should be to focus on priorities. Advertising in key market areas requires local media to complete. 3. Organic combination of advertising and scenic area activities. If the advertising effect of scenic spots is to become larger among the target market and audience, it should be considered to be organically combined with scenic area activities. Because during the event, it can drive popularity, attract attention, and attract more people's attention. Moreover, if the event is well organized, it will become a social hot spot or social news that is more important than advertising. It can better spread the information of the scenic spot and attract more attention. Great social repercussions and market effects. 4. Advertising investment must be holistic because the expansion of the scenic spot brand cannot only rely on the sales performance of the product in the market, but must rely on the continuous creation of a good corporate image; and a good corporate social image requires support from all aspects of society. To achieve these goals, we must rely heavily on the support of a comprehensive and planned series of advertising. 5. Advertising should consider seasonal tourism. Although tourism can be consumed all year round, many scenic spots also promote that they can be traveled in all seasons. However, many scenic spot products still have obvious seasonal distinctions, such as skiing and hot spring scenic spots. Winter is obviously the peak season for products, while summer is the peak season for rafting and seaside scenic products. In addition to seasonality, traditional festivals are also the peak seasons for all tourist attractions. Advertising should choose appropriate methods based on the seasonal nature of the scenic spot products, and arrange the distribution proportion of advertising expenses taking into account the seasonal nature of the scenic spot and the off-peak and peak seasons. 6. Combining advertising with market development The market in any industry is constantly developing and changing, and the tourism industry is no exception. The environment of the scenic spot is always changing, but this change is not unpredictable, but can be predicted based on investigation and analysis. For example, the entry of other competitors, the occurrence of current social events, the adjustment of administrative policies, the emergence of new tourism methods, etc. are all the basis and factors that scenic spots can use to predict the market. After prediction, the advertising will be targeted and play the role it was originally supposed to play. Of course, the advertising methods and techniques of tourist attractions are far more than these. There are many more, which require the media and tourist attractions to constantly think, explore, improve and innovate in practice. Only in this way can advertising become a powerful weapon for the sustainable development of tourist attractions in the ever-changing market.

About the author: Si Yuan