What should scenic spot marketing do?

It is often said that "scenic spots are boats and marketing is sails". Planning is the foundation, product design is the support, daily management is the guarantee, and scenic spot marketing is the key. With the development of tourism in China for more than 30 years, the status of scenic spots has gradually become obvious and core. The value of a scenic spot lies in attracting popularity and gathering wealth, which requires a super attractive tourist magnetic field. In the process of building scenic spots, scenic spots are just an external concept. The real value lies in building a core of tourist attractions and building a tourist magnetic field on the basis of the core attractions, which is a qualified scenic spot.

The positioning and construction of the core of tourist attractions should be based on market research data and surrounding resources research data, and at the same time, guided by the market demand of mass tourism, and strive to create markets on the basis of market orientation. Scenic spot marketing should not only master the knowledge of general marketing, but also be familiar with the characteristics of tourism market, tourists and tourism consumption. Scenic spot marketing should know what to sell, where to sell it, to whom and how to sell it, and should be able to put forward requirements for planning, design and production. According to the above basic ideas, the following measures are put forward for the development, operation and marketing of scenic spots, among which I will focus on the marketing links of scenic spots:

First, the development of scenic spots

At present, there are nearly 30,000 scenic spots in China, but the homogenization is serious, and there are relatively few scenic spots that really have the core of tourism attraction. In addition, the "replication and innovation model" in the construction of scenic spots in China is getting worse and worse, and the core attraction of many scenic spots with independent tourism attraction is also decreasing. It is said that the tourism in China has to go through several stages: sightseeing tour, leisure experience tour and holiday tour, but it is still sightseeing tour. Many people think that the stages of tourism development are relatively independent, but they are integrated, just like Gai Lou, on a central line. If there is deviation, it is difficult to guarantee the stability and safety in the later period.

In the development of scenic spots, we must first master high-quality tourism resources, because resources are the basis for the subsequent development of tourism, and it is impossible to make a leisure and holiday tour in a scenic spot where sightseeing is not done well. The second point is the positioning of scenic spots, but the positioning needs to consider its own resource environment, market demand and surrounding resource forms. If we want to do high-end positioning, we must consider the above three elements from the height of the country and even the world; The third point is to do project positioning, focusing on scenic spot positioning. Remember not to build similar tourism projects that compete with close-range scenic spots. If tourism wants to develop greatly, it depends on cooperation rather than competition. Taking the initiative to participate in the competition is nothing more than pushing yourself into a vicious circle.

It is the kingly way for the region to turn "his is mine" by integrating resources, rather than completely eliminating other peers. It is difficult for one family to support the diversity of tourism demand. To build a tourist destination, we can only say "hello everyone"; The fourth point is the preparation for the operation of scenic spots. After the scenic spot is developed, it will face operational problems. Good management is the basic guarantee to win the market. Many scenic spots have faced the problems of setting up temporary operation teams: difficulty in recruiting workers, low quality, chaotic system and constant problems in local relations. In order to realize the high-level and stable operation of scenic spots, it is necessary to carry out preliminary work such as personnel recruitment, selection and training during the construction period.

Second, the operation of scenic spots

The operation of scenic spots is the basic guarantee for the subsequent development of scenic spots, and operation management is also a major service concept of scenic spots. Good service can improve tourists' satisfaction and consolidate the word-of-mouth effect of the positive image of the scenic spot, thus bringing a steady stream of tourist markets to the scenic spot. Poor service will bring negative news word-of-mouth effect, accelerate the decline of the image of scenic spots, and seriously lead to premature death of scenic spots.

The main work of scenic spot operation includes scenic spot sanitation, scenic spot safety, internal management, ticket management, visitor service center management, and local relationship handling.

(1) Environmental sanitation in scenic spots: Environmental sanitation in scenic spots is one of the important tasks to leave a good impression on tourists. At present, most of the trash cans in scenic spots are ecological trash cans customized according to the scenic environment, and they are also sleeves for easy cleaning. Environmental sanitation of scenic spots should not only ensure the cleanliness and hygiene of scenic spots, but also shoulder the responsibility of protecting and publicizing the environment of scenic spots to remind tourists to travel in a civilized way. The garbage in the scenic spot should be kept unblocked, and the garbage collection point should be hidden as far as possible outside the scenic spot.

(2) Security of scenic spots: The security of scenic spots should not only ensure the normal tourism order of scenic spots, but also undertake the emergency handling of tourists' accidents, the investigation and reporting of potential safety hazards in scenic spots, try to ensure that there is no dead angle in the internal security of scenic spots and ensure the smooth and safe travel of tourists.

(3) Internal management: Internal management includes vehicle and boat operation, tourism commodity sales, etc. In this respect, it is necessary to ensure the orderly ride of tourists, give special treatment to special groups, such as the old, the young, the pregnant and the disabled, and provide convenience as much as possible. This is also a demonstration of the service level of the scenic spot and can effectively enhance the reputation of the scenic spot. The management of tourist commodities should ensure the local characteristics and commemorative value of products, and the positioning of shops should be set at the entrances and exits of scenic spots and crowded areas. At the same time, it is necessary to ensure the shopping needs of tourists during the tour and open small shops on the tourist routes.

(D) Ticketing management: Ticketing is an important financial field in scenic spot management and an important medium to control the market. A perfect ticketing management system can not only avoid the economic losses caused by unnecessary ticket losses and improve the convenience of tourists to purchase tickets, but also control the market channels and be flexible.

(V) Tourist service center: The tourist service center is the first window of the scenic spot's external service, which directly affects the tourists' first impression of the scenic spot. Perfect facilities and equipment can not only guarantee the operation of the scenic spot, but also improve the satisfaction of tourists during the tour. Fees, storage, medical care, wheelchairs, tour guides, information, complaints, dispute handling, etc. It is a necessary safeguard function of the tourist service center.

(6) Handling of local relations: This is also the longest and most difficult problem faced by many scenic spots. The main problems include people destroying scenic facilities for the benefit, gathering people to make trouble, scalping tickets, and local authorities conducting various inspections and arranging reception for the benefit. There is no fixed solution to this kind of problem, so it should be solved flexibly according to the local actual situation.

Third, scenic spot marketing.

(A) What is marketing

Marketing is the soul of the development of scenic spots, which is divided into internal marketing and external marketing. Internal marketing is also the operation service of scenic spots. The high-quality service level of scenic spots is the basic guarantee of marketing, and good internal marketing contributes to the steady development of scenic spots. On the contrary, if the internal marketing is insufficient, the better the external marketing, the faster the scenic spot will die. External marketing includes channel establishment, advertising and activity planning. The purpose of marketing is to use all available resources to let the market know, understand and finally fall in love with our products-scenic spots.

(B) How to market

The marketing of traditional scenic spots always starts from the formal completion to the opening of the scenic spots, but I personally think that real marketing should run through the whole process of scenic spot development, that is, marketing should start at the beginning of scenic spot development.

The development and construction of scenic spots is nothing more than profit, which requires market demand. In the past, the development and construction of scenic spots were all based on market research, and many scenic spots were built according to the personal preferences of investors or leaders. After a long period of construction, the products of such scenic spots will face several problems when they go to the market. Products can't keep up with the market demand or are not accepted by the market at all. To solve this problem, the market can be introduced into the development and construction of scenic spots, which not only ensures the market orientation of scenic spots, but also highlights the personality. In the construction process, we will start the specific work of self-marketing, and when the scenic spots are open, the marketing accumulation during the construction period will be enough to bring ideal customers to the scenic spots.

Conventional marketing is divided into online marketing and offline marketing. Network marketing is to use network resources to build online channels and publicity channels, and cooperation with major tourism B2B\B2C websites is essential. From the perspective of online publicity, the more the better, but from the perspective of maximizing efficiency, we must carefully consider our partners, so as to avoid a lot of useless waste; Offline marketing is to use all available resources to open up traditional channels (travel agencies) and formulate the most effective activity promotion plan through market feedback. On this basis, we should learn to integrate resources, break through the tradition, open up new tourism channels, achieve all-inclusive business, and finally move closer to the scenic spot direct sales system and get rid of excessive dependence on various channels.

With the arrival of go on road trip market, we should not rely too much on the channel function of travel agencies, but should make full use of their original resources to expand market influence, so as to make full use of their resources. In the new period, it is important to break through the tradition, attach importance to innovation and seize all available resources for their own use. Excellent marketing methods can activate the silent market and save the dying scenic products at the same time.

In the process of scenic spot promotion, we should not simply promote products, but combine events and activities to promote them simultaneously, so as to reflect a vital scenic spot product, and at the same time give the market a reason why it came and build a core of tourism attraction.

(1) Actively develop brand marketing.

1. The connotation of brand marketing

Brand marketing means that enterprises make full use of brand advantages and improve their competitiveness by establishing brands and implementing brand strategies.

Marketing activities that achieve satisfactory economic benefits. After China's entry into WTO, the branding of China tourist attractions is facing a more severe test.

2. The positive effect of the brand

Tourism economy is not only a brand economy, a well-known economy, but also an attention economy. A good brand of tourist attractions can attract senior talents; High-quality brands also contribute a lot to sales; At the same time, it can accumulate intangible assets, maintain customer loyalty and form a stable tourist market; It is easy to bring "green light effect", that is, when the products in the scenic spot can produce huge comprehensive benefits, they can get preferential measures such as government support and bank loans. In the highly competitive tourism market, brand is the core competitiveness of the scenic spot, and a good brand is the intangible asset of the scenic spot, which can establish a good image for the scenic spot and ensure its continuous expansion of the market.

(2) Marketing design with experience as the core.

1. The arrival of experiential marketing

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. Ma Lianfu's definition of experiential marketing is: on the basis of satisfying customers' experience needs, enterprises make full use of the props of products and services to create maximum value for customers. The "feeling" or "experience" of tourists 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.

2. Experience the way of design

The experience marketing design of tourist attractions is that the staff of scenic spots create an atmosphere and a scene for guests through media such as sound or image, so that guests can immerse themselves in it and strive to create a series of unforgettable experiences for tourists. Design strategies based on experience form include: entertainment experience, regional cultural experience, fashion experience and so on. To create a rich experience for tourists, we should pay attention to the theme of experience, make customers' impressions harmonious with positive clues, provide souvenirs with local characteristics, pay attention to the sensory stimulation to tourists, customize scenic products and provide perceptual services.

(3) With the help of event marketing

1. Popularization of event marketing

Event marketing refers to the rapid improvement of the visibility and reputation of enterprises and their brands through public relations events, so as to achieve the goal of "becoming famous in one fell swoop". The contents of event marketing include: communicating with the target audience, establishing relevant relationships, selling related goods, and obtaining positive publicity effects.

2. Event-based marketing

Event marketing of products in tourist attractions refers to a modern marketing method that plans, organizes, holds and utilizes news-worthy external and internal planning events, carries out marketing combination, uses news public relations and carries out positive publicity to attract the attention and interest of realistic 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. At present, all kinds of printed booklets are quite exquisite, combining China's shadow play, paper cutting and other folk arts, as well as ancient coins, commemorative stamps and CDs, which are very memorable and "distinctive". On the basis of retaining tradition, we boldly innovate and create many fashionable and popular things. On the one hand, tourist souvenirs can play a propaganda role, on the other hand, they can also make money for scenic spots, but they can't follow the trend. Now the whole country is full of "Chinese knots", which have no characteristics and can only be reduced to mediocrity.

The purpose of tourism scenic spot marketing is to provide scenic spot product information to actual or potential tourism consumers, guide consumption behavior, meet tourists' needs and feedback customers' opinions. The function of event marketing lies in shaping the overall image of tourism destination, improving the visibility of destination and enhancing the comprehensive ability of tourism. It has become one of the effective shortcuts to realize product marketing in tourist attractions. Tourist attractions can use benign events in social life as the carrier of marketing, plan related tourism projects and activities, and attract tourists' attention.

(4) Integrated marketing communication

1. Integrated marketing communication scheme

The concept of integrated marketing communication originated in the 1980s.

Since the mid-1990s, many scholars have put forward the strategic concept of "communication cooperation effect", which was put forward by Schulz (1993).

Put it forward, IMC for short. The definition of American Advertising Association is: "Integrated marketing communication is a marketing communication concept that emphasizes the added value brought by integration. This concept emphasizes evaluating the strategic use of communication methods such as advertising, direct marketing, promotion and public relations, and perfectly integrating different information, thus ultimately providing clear, consistent and most effective communication influence. " . Terrence thinks IMC

It is a process of marketing communication, including planning, creation, integration and the application of various forms of marketing communication, and it is passed on to the target consumers and potential customers of the brand over time.

2. Integrated marketing of products in tourist attractions

Tourism itself is a comprehensive industry with high correlation. From the above definition of scenic products, we can see that there are many departments involved in scenic products, and it is necessary to introduce integrated marketing to promote the marketing of scenic products. ImageMotionCompensation (imagemotion compensation)

The application of our products can establish a unique image and brand for tourist attractions, convey a clear and highly accepted concept for tourists, and leave a deep impression on tourists.

IMC

When the concept is applied to the tourism industry, its core idea should be the customer relationship management of tourists, emphasizing "what tourists want" as the center, requiring different departments and personnel of tourist destinations to have a unified caliber, a unified brand personality, a unified customer interest point and a unified sales creativity when communicating with customers from different angles, thus forming a centralized brand influence, providing systematic tourist information feedback through different channels in time, and then dynamically adjusting the promotion strategy.

The integrated marketing of products in tourist attractions involves many stakeholders. In order to spread these stakeholders closely and organically, marketing communication managers should understand their needs and reflect them in the business strategy of enterprises, and put forward appropriate countermeasures consistently. To this end, we first decide the priority of various communication means and methods in line with the actual situation of enterprises, and effectively integrate many enterprise communication activities by stages through management processes such as planning, adjustment and control. Finally, after the coordinated and efficient use of these means of communication, our tourist attractions began to build famous brands and attractions for our scenic products.

(5) Improve staff quality and service quality.

Improve the quality and service of employees internally and implement word-of-mouth marketing. At present, many scenic spots are improving the service quality of scenic spots by training or recruiting professionals, promoting standardized services and humanization, and realizing zero complaints, or simply explaining to tour guides for free, so that tourists can pass on the word of mouth and promote sales through word of mouth. This kind of interpersonal communication between relatives and friends has high credibility and is easy to attract tourists. On the contrary, if a tourist is not taken care of, the impact of negative publicity will be even greater, and the loss of scenic spots is self-evident.

(6) Network marketing supported by technology

1. The meaning of network marketing

Drawing on the concept of marketing, some scholars define online marketing as a social activity management process in which individuals or organizations create, provide and exchange valuable products with others to meet their own needs and desires with the help of or through the Internet. Some people also call network marketing e-commerce, which is based on information technology, network technology and communication technology, and engages in various business activities centered on commodity exchange with high efficiency and low cost. The development of network technology provides great convenience for the expansion of marketing channels, and it is a novel and positive attempt to apply it to the product marketing of tourist attractions.

2. Network marketing of products in tourist attractions

Because of the opacity and asymmetry of tourism product information and the synchronization of production and consumption, consumption decision-making mainly depends on information, and the influence of information technology on tourism is mainly reflected in tourism supply, especially in the sales system of tourism scenic products. The involvement of information technology greatly enriches the media selected by both suppliers and consumers, and at the same time improves the efficiency and accuracy of information transmission and reduces the cost of information transmission. Including publishing and exchanging basic tourism information and tourism business information through the network, promoting tourism by electronic means and providing pre-sales and after-sales services; Inquire, book and pay for tourism products through the internet. With the help of network marketing, products in tourist attractions can save marketing costs and improve marketing efficiency;

Adapt to market changes and immediately adjust products and prices; Direct contact with customers, put an end to counterfeit brand services; Convenient for customers to buy; Quickly provide tourists with the latest information and facilitate communication.

Summary: Through the analysis and implementation of the countermeasures from the above angles, I believe that the marketing of products in tourist attractions will be improved and the comprehensive benefits of tourist attractions will be greatly improved. In order to provide the best value for local residents and tourists, create reasonable and satisfactory returns for investors, and realize the economic development goals of government departments, of course, we must adhere to the concept of sustainable development in the development process and provide a solid guarantee for the long-term development of tourist attractions.

The off-season marketing of scenic spots has two purposes: one is to increase the number of buyers of their products as much as possible during the cold sale period; The second is to reserve potential product buyers for the next sales season. It is uneconomical and inefficient for some enterprises and individuals to spend manpower and material resources on marketing scenic spots in the off-season of tourism. However, with the development of tourism, this kind of anti-season marketing has attracted more and more attention from people in the industry. With the psychological maturity of tourists, the seasonal characteristics of tourism activities gradually weaken. This development trend makes the concept of scenic spot marketing more and more clear, and the off-season marketing of scenic spots has been paid more and more attention. The off-season marketing of tourist attractions will become an important growth point of scenic spot sales, which will directly affect the product sales in the next peak season and play a positive role in developing the potential consumer market in scenic spots.

Off-season marketing of scenic spots: refers to a series of activities carried out in order to fully realize the value of scenic spots, adjust consumers' seasonal preferences, increase the sales of scenic products or reserve a larger consumer market for the next sales season during the period of insufficient consumption power.

The reason why tourist attractions should carry out off-season marketing is that consumers' tourism psychology is becoming more and more mature and the seasonality of tourism activities is gradually weakening. Mature consumers are willing to avoid the tourist season. Their mature tourism psychology is also manifested in the pursuit of the real connotation of tourism, which regards tourism as a natural activity to relax the body and mind rather than a show-off capital.

Secondly, off-season marketing is beneficial to the marketing effect of scenic spots. Conventional tourist attractions choose to launch large-scale publicity and marketing in the peak season and adopt a comprehensive tightening marketing strategy in the off-season. Faced with all kinds of complicated publicity and marketing, consumers may hesitate, which is not conducive to making consumption decisions. On the other hand, for those scenic spots that don't have the advantages of resources and location, the peak season marketing is easily influenced by the marketing of strong scenic spots and encounters the "neglect effect", resulting in little marketing effect. Choosing off-season marketing can avoid marketing competition and produce good results.

Thirdly, there are a large number of tourists in peak season, and the awareness of publicity and marketing in scenic spots is not strong, so it is difficult to form loyalty to scenic spots in peak season. In addition, a considerable number of consumers squeezed out by the "blowout effect" in the tourist season are also potential consumption pioneers. If we don't pay attention to them, it will easily lead to the loss of tourists.

In addition, major tourist attractions have entered the off-season, and all aspects of work have been reduced, which makes the scenic spots have a lot of manpower and material resources for marketing planning.

The off-season marketing of scenic spots should be different from the peak season marketing, and should be analyzed according to the characteristics of consumers' off-season demand and the off-season characteristics of tourist attractions themselves. Judging from the characteristics of consumers' off-season demand, consumer psychology tends to be more rational. In the early stage of tourism development, weather has become a prerequisite for tourists to make tourism decisions. Generally speaking, consumers like to travel in good weather season. Comparatively speaking, people prefer to travel in warm spring, summer and cool autumn. With the maturity of tourism and people's tourism psychology, some people begin to take climate as a secondary premise, first consider the freedom, comfort and preferential degree of tourism, and rationally choose off-season tourism. First, avoid the negative psychological impact caused by crowd crowding; Second, due to price considerations, it is cheap to travel in the off-season; Thirdly, we can have enough time to visit and watch scenic spots. Therefore, the off-season marketing of scenic spots should meet this demand of consumers and implement the principle of "favorable price, ample environment and updated projects". The implementation of price concessions, specific ways are as follows:

1. Half price ticket. The introduction of half-price tickets is to sell them at half price on the basis of the original tickets, which is attractive to consumers or travel agents.

2. Value tickets. On the basis of keeping the original ticket price unchanged, we will give away the use of related entertainment facilities in scenic spots, increase scenic spots and extend scenic spots, and give away related participating projects for marketing.

3. Off-peak season package. The launch of off-season package means that tourists have the opportunity to buy tourism products in the off-season and get travel discounts in the peak season.

Step 4 pack. Refers to the bundling of sightseeing, entertainment and catering projects in a scenic spot, and giving a Chinese meal or an amusement project (such as a free roller coaster) on the basis of the original ticket price unchanged.

Judging from the off-season characteristics of tourist attractions, on the one hand, the off-season of scenic spots is a continuation of the peak season of scenic spots, and the scenic spots in this period show a characteristic that needs to be rested urgently. At this stage, the marketing of scenic spots is to summarize the operating conditions of scenic spots in peak season, find and rectify the existing problems in scenic spots, continue to strengthen those attractive tourism products (further expand the scale, increase the content and update the packaging of products), and develop potential new products (on the basis of market research and sales summary in peak season, use the relatively loose working hours in off-season to mobilize all employees to carry out project creativity and product expansion). Convert some products that lack vitality (through the assessment of sales performance in peak season, under the principle of cost control, try to convert those products that are not obvious in sales and lack market vitality into marketable products).

On the other hand, the off-season of scenic spots is a period of relatively few tourists, and the scenic spots in this period are quiet and relaxed. During this period, each consumer can occupy relatively more resources. The off-season marketing of tourist attractions can take these characteristics as the selling point of sales. Play the slogan of "expelling the troubles of crowding and increasing the weight of sightseeing", and combine the original charm of the scenic spot to carry out marketing for a specific tourism market. For example, the elderly market, because the elderly market has its own characteristics: like quiet, slow action. In the off-season, scenic spots can organize and undertake activities such as "Garden Party for the Elderly" in provinces and cities, or conference tourism markets. Holding a conference requires a quiet and beautiful environment, and scenic spots can develop conference products in combination with their own strength. In the off-season (or peak season), take the initiative to contact some well-known enterprises and companies to undertake some large-scale meetings.

Facing the ever-changing marketing of tourist attractions, we should update our marketing concepts, innovate our marketing methods and improve the marketing effect of tourist attractions. Off-season marketing of scenic spots is an important way to promote scenic spot sales, and its role in scenic spot sales is becoming more and more obvious.

The marketing of tourist attractions is an important prerequisite for the development of local tourism. In the increasingly competitive market environment, marketing is particularly important for a scenic spot to develop for a long time and sustainably.

(C) Why marketing

The purpose of marketing is simple, that is, to make a profit and achieve other lofty goals on this basis.

Fourth, the development of scenic spots.

The development of scenic spots is inevitable, and a single scenic spot management will inevitably be replaced by diversified scenic spot management concepts. Tourism is actually a word "play", and the development of scenic spots will inevitably focus on how to solve the problem of "play".

It is the only way for the development of scenic spots to build a stronger core of tourism attraction and refine a more diversified profit model. To take this road well, we need two essential factors: talent and innovation. The development of scenic spots depends not on how much money the project has invested, but on how much money it has earned. Many good projects may cost little, but they will achieve the effect of stirring up a thousand waves with one stone. The development of scenic spots depends on the mentality of the big pattern, the idea of continuous innovation and the wisdom of "making something out of nothing"