How to effectively market scenic spots in the era of new culture tourism?

I feel that the tourist attractions are almost the same now, and people will have aesthetic fatigue. The unchangeable marketing model will definitely fade out of people's sight. The most important thing is to preserve some cultures with local historical characteristics, such as living habits, architecture and landforms. And do a good job of service, so that people consciously consume rather than buy and sell overnight. Considering the long-term development, it is very important to leave a very deep impression on tourists. Don't have too many modern buildings in tourism resources, and keep the original characteristics to make the region feel heavy. The market positioning of tourist attractions has its own emphasis and cannot be generalized. On the basis of the corresponding tourism products, the city should first locate itself in the marketing area, find a suitable tourist group, and even have a more accurate prediction of the consumption power of the tourist audience.

? Otherwise, if we don't investigate the market in advance, we will take it for granted that the consequences of deliberate action may be half the effort and even absurd. It is "noisy", and it is extravagant to expect good marketing results.

? As we all know, no matter which industry or product, as long as large-scale activities are held, they can attract a certain degree of attention and bring consumption. If you are confused about the theme of tourism marketing, such as today and tomorrow, to put it bluntly, you are hot-headed, or patting your head to do this and that, and the result is to entertain yourself. Where can I get the best marketing effect? Therefore, if the theme is not clear, it is impossible to bring the target tourists into the scenic spot through your messy publicity and marketing.

? If you choose a media that doesn't understand tourism marketing, especially the media that only sells advertising space, what about an advertising brand in the East and an electronic screen in the West? When you are in the market, this is the product promotion period; When your product has been finalized, it is undoubtedly a waste to adopt this method, so the choice of media is also very important.

? According to the nature of resources, tourism resources can be divided into two categories: natural landscapes (landscapes in geography, scenery in waters, climatic phenomena and biological landscapes) and humanistic landscapes (cultural relics, folk customs, urban and rural features, modern facilities, religious culture, literature and art, and food shopping). There are obvious differences between natural landscape and human landscape, but there are also some connections: natural landscape tourism resources are generally developed by manpower, but we must pay attention to the harmony and coordination between manpower and nature.

Cultural tourism is a comprehensive, complex, seasonal and creative industry, which is closely related to the needs of tourists and tourists for food, housing, transportation, travel, shopping, entertainment and learning, as well as health, scientific research, entertainment, sightseeing, forestry, commerce and other industries, and the industrial chain is very huge. At the same time, the operation of cultural tourism itself is also a complex system, realizing the comprehensive operation of the system, and constantly innovating on this basis. Therefore, it is difficult to do a good job of cultural tourism with traditional thinking and one-way strength. We need to have a good understanding and understanding of the cultural tourism integration development doorway of "combination is appropriate, combination is capable, tourism is promoted by literature, and tourism is proved by literature".

The development of cultural tourism real estate needs to meet the demand. Ecological requirements. The demand of culture, today's culture presents the characteristics of mainstream, high-tech and popularization. In order to meet the cultural needs, the project needs to go through three cycles: from inheriting culture to creating culture, from creating culture to consuming culture, and from consuming culture to sublimating culture. Meet the needs of health. Therefore, cultural tourism real estate has become a unique and important starting point, combining leisure wave, towns, architectural cultural strength, economic benefits and many other factors. With the favorable weather, geographical location and harmonious people, cultural tourism real estate has ushered in an opportunity period of its own development. At present, the development of China's tourism real estate is still in its infancy, and there is still a big gap compared with the world. Generally speaking, it is manifested in four aspects: the dominance of tourism, the diversification of products, the long-term operation and the universality of the market. The significance of this comparison lies in feeling differences and consciousness problems, not that everything needs to be consistent with foreign countries. The essence of cultural tourism real estate is to provide people with a brand-new way of life. Brand-new is embodied in six aspects: good ecological environment, perfect leisure facilities, unique cultural theme, diverse crowd combination, group structure and unique lifestyle.

Combined with the operation mode of domestic scenic spots, the following three questions are put forward for the refined operation of cultural tourism projects:

1. Brand building of products in tourist attractions

The first is the theme of scenic spots, especially cultural tourism projects. Scenic spots must consider this issue from the perspective of tourism market.

The second is to regard it as a scenic spot. A scenic spot must have two conditions. First of all, it must have attractions for tourists and tourists to visit. Second, it must have tourists and tourism products that tourists play. Only with these two conditions can a scenic spot be formed.

2. How to combine the business of scenic spots with tourism products?

Scenic activities are not for performances, but for business. Let tourists and tourists turn around in the scenic spot to increase the opportunities for tourists and tourists to visit the shops. Shorten the time point of scenic activities and increase the stay time of tourists and tourists in scenic activities. It can also guide tourists and tourists to play according to the established route of the scenic spot.

The distribution of tourism products needs to be arranged in a certain space, and the product distribution has a node, which can play the role of inheriting tourists and their emotional changes.

3. consumption in scenic spots.

Basic consumption snacks, catering, accommodation, glass bridges, glass plank roads, etc. These products can bring good benefits to the scenic spot and have high value.

Three key points in the operation of cultural tourism projects

Combined with the refined operation of the above-mentioned cultural tourism projects, we should pay special attention to the following points in operation.

1, relying on natural resources

Characteristic towns with natural resources as their main development advantages began to attach importance to extending to the upstream and downstream of the industrial chain and developing to high-end fields.

2. Dig deep into history and enrich cultural experience.

Characteristic scenic spots with historical and cultural resources as their main features can also rely on unique culture, sentimental culture, folk culture, national culture, historical heritage and other resources to create tourist destinations.

3. Multidimensional resource integration

The success of tourism projects is the result of the integration of resources and capital.

In the new era of cultural tourism, I think people-oriented scenic spot marketing can better meet the needs of the development of the new era. Let people have a better sense of acquisition and experience in leisure travel. Really enjoy the relaxed and happy life of literary travel.

In the new era of cultural tourism, it is necessary to strengthen the development of local characteristic culture, improve the quality of scenic spot managers and do a good job between scenic spots and local people. Nowadays, many scenic spots are blindly investing and imitating each other, but they are just getting bigger, have no connotation and cannot attract popularity. Like our thousand-flowered cauliflower in Xinghua, rape flowers are planted by using the natural terrain of the local river crib. When the rape flowers are mature, they can be viewed and refined, which not only beautifies the environment, but also benefits the people and provides a good foundation for the subsequent development of the scenic spot!

First of all, as a cultural scenic spot, we should explore its cultural connotation and expand its cultural influence. We should not only focus on the concept of money, but also attract tourists by organizing large-scale cultural activities, conducting publicity through cultural knowledge contests and cultural performances. Don't just make a fuss about money.

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?

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.

To find new ones.