The filtering marketing of online celebrity scenic spots reflects three problems that need to be rectified.

10 June 17, Xiaohongshu published an article on the official account of WeChat, apologizing for the scenic spots of the filter, and said that he would try his best to launch a rating list and a trampling list of scenic spots and do his best to help everyone get more comprehensive information. This little red book network celebrity scenic spot filter marketing event reflects three problems that need to be rectified urgently.

First, we should strengthen the supervision of scenic spots and businesses. Most of the "attractions among network celebrities" are intentional by scenic merchants. They either go into battle to fake packaging themselves, or find bloggers to do "fake" promotions, over-beautify the scenic spots through filters, or exaggerate publicity through social platforms to quickly enhance the visibility of scenic spots, attract tourists and seek high returns in the short term. In 2020, a fake shooting incident was exposed in Hunan's online celebrity "Mirror of the Sky" scenic spot, and it was fined 6.5438+0.2 million yuan for false propaganda. More importantly, blindly chasing such false prosperity may bring immeasurable damage to the local tourism environment and make those excellent scenic spots that operate in good faith become victims. Therefore, it is necessary for relevant functional departments to actively intervene, actively strengthen supervision, and severely crack down on illegal activities such as false packaging and exaggerated publicity.

Second, the theory of "flow first" needs to be changed. The deceptive "network celebrities" scenic spots have been exposed and punished repeatedly, but imitators are still wave after wave, even more and more, which is caused by the "traffic-only" thinking. Traffic is the benefit, not only businesses are rushing, but also some ordinary tourists are inadvertently adding fuel to the fire. It can be said that the false prosperity of some "network celebrity scenic spots" can not be separated from tourists' "punch-in" travel mode and stereotyped filters. When tourists' eyes are attracted by the exquisite pictures of "online celebrity scenic spots" on the Internet, most people's expectations for offline real scenic spots are mainly focused on "looking good" visually. They go to the "network celebrity scenic spot" to punch in, copy and imitate similar photos, and then share them on social platforms, which shows You're screwed.. Even sometimes people find themselves fooled, but with the mentality of "along the way", they will try their best to decorate a beautiful picture with software to deceive themselves.

Third, it is necessary to strengthen the self-examination and self-correction of the platform and the supervision of relevant functional departments on the platform. The filter of Xiaohongshu is not necessarily a problem, but misleading users is a big problem. The official is pushing photos with filter effect, and users will naturally do the content according to the official preferences. The key lies in the misleading of "over-filtering" to users. The platform should strengthen its own audit and add a logo on the filter picture: "This picture is an artistic effect, please take the scenery as the real thing" to remind users. At the same time, functional departments should also strengthen the supervision of platforms and users suspected of false propaganda and marketing for profit.