What are the misunderstandings in traditional tourism marketing?

Misunderstanding 1: Treating features as selling points

In actual tourism development, investors often confuse features, selling points, and buying points. Everyone has the characteristics, it should be the local characteristic cultural landscape that no one has but I have; the selling points are all looking for, the key is to be able to become the motivation and temptation that people are willing to spend money for you. The features are different and the selling point is the benefits. People pay for the benefits rather than traveling because of the differences. Give me a "reason" to "travel" to you. This reason is indeed difficult to find. Although there are many scenic spots that think their reasons are very substantial and particularly attractive, they have been clamoring for it for several years, but the response has been mediocre. Tourism has become an "inner tour", and people in the city and county regard it as a garden behind their houses for recreation in their free time. Only more than 10% of scenic spots have become a must-see for tourists.

Myth 2: Planning is planning

Planning is an administrative procedure, and planning is a market behavior. Without a plan, the project cannot be launched according to regulations. But with a plan, when faced with the planning results, the management departments and developers are often like a tiger eating the sky, unable to eat, and it is extremely embarrassing to pursue implementation. Planning is "designing according to prescribed steps", and planning is "making suggestions". Planning depends on the officialdom and planning depends on the market. Planning is about making up stories, marketing is about selling stories, and promotion is about telling stories. Planning lag is a common phenomenon in the tourism industry. Tourism development comes first and planning is formulated later. There is planning for scenic spots (spots) first, and then there are plans for counties and cities. There is no correspondence between the top and bottom, and there is a lack of connection between the left and right, making it difficult to implement. Planning is not only lagging behind, the key is its absence. Xiong Daxun, a famous Chinese tourism planning expert, pointed out that “Construction without planning guidance is random construction, and planning without planning guidance is random planning.” The meaning of planning is not to follow, but to break through. The purpose of planning is not creativity, but strategy.