The way to realize the flow of network celebrity city

Nowadays, with the development of the internet, many cities have appeared "online celebrity card-calling offices". Chongqing's 8D magic interchange, Xi 'an's tumbler performance, Xiamen's seaview subway ... these places have brought a lot of traffic and popularity to the city. How to transform the traffic economy into an incremental economy and shape the real urban competitiveness is an important topic for online celebrity cities with traffic popularity.

"Network celebrity punching place" is hot

Xiao Zhao, a Beijing girl who works in the clothing industry, is keen on traveling. She and some friends like to "go away". Before going to a place, she didn't do much travel strategy. Often at the destination, she goes to short video platforms such as Tik Tok to search for popular videos related to the tourist destination, and then happily "punch in" together, or enjoy the unique natural and cultural landscape, or feel the wonderful historical and cultural customs, or taste the mouth-watering local specialties. "Taking photos, taking short videos, sending friends and Tik Tok are the must-do things in travel."

In recent years, the rise of social networks has changed the travel habits of many people. Whether it is a traditional scenic spot or a new landmark, once the label of "network celebrity" is available, it will attract tourists to take photos or take videos to "punch in".

Recently, People's Daily People's Cultural Tourism Research Institute and others released the top 20 value recommendation list of "Network Celebrity Punching Places" for national cultural tourism, and recommended high-quality tourism resources from three dimensions: attention, reputation and expert evaluation. The selected 20 "places where network celebrities punch cards" have the following characteristics: First, they must have a sense of beauty to meet tourists' needs for photography, such as Sakura Avenue, Chaka Salt Lake and Dongji Island; Secondly, it can highlight the personality and meet the needs of tourists to show their tastes, such as the covered bridges in Chengdu; In addition, it can also provide different travel experiences to satisfy tourists' sense of freshness and participation, such as Xiamen Seaview Subway and Xi 'an Yongxingfang "Bowling Wine".

"The popularity of' network celebrity punching places' is largely due to new media communication methods." Xu Fengwen, chief planner of the Cultural Tourism Center of the Institute of Architectural Design and Planning of Tianjin University, said that people's demand for the participation and dissemination of online celebrity scenes has changed from the traditional view of the city to the experience of specific urban scenes.

Now more and more tourists release short videos to exchange travel strategies and experiences. Insiders pointed out that short video has become an important communication and expression tool, which has aroused the enthusiasm of tourists to record and discover the charm of the city. The reason is, first of all, that short travel videos are more intuitive, richer, more story-telling, entertaining and more impressive to others. In addition, in short videos taken by tourists, scenic spots and food are often more grounded, and you can enjoy a city at close range. In addition, friends like to go to the "punch-in place", and they also make a card to contact each other in a brand-new way, which is also a new social form.

The "lens" makes the network celebrity city.

Nowadays, a "network celebrity punching place" is a city that is on fire, which has become the norm. The White Paper on this beautiful city Index: The Relationship between Short Videos and Urban Prosperity published by China Urban Planning and Design Institute shows that the content related to urban travel in short videos can not only be drained online, but also promote "planting grass" offline. More than 80% Tik Tok users said that they would "punch in" because they like short videos of specific cities, scenic spots and business districts.

Under the trend of new media communication, the "network celebrity punching place" favored by young consumers has great potential in enhancing the brand awareness of cultural tourism. To this end, various localities have introduced relevant measures to activate and promote cultural tourism resources. For example, Beijing recently launched the "First Beijing Net Red Punch Site Selection" activity, where citizens can participate in recommendation and voting through the Internet to help their Beijing-style "network celebrities"; Kunming launched the promotion activity of "cultural tourism punching place" to encourage citizens and tourists to explore new landmarks in the city; Chongqing held the promotion activity of "Sunshine Culture and Sunshine Scenery", and showed the "face value" and "temperament" of "City of Mountains and Waters" with the help of social media platform.

Some cities are re-recognized by young people through emerging media platforms. Among them, short video has become an important scene to create new business cards in the city, which has opened up new possibilities for "lens" to create online celebrity cities. For example, since 2065438+July 2009, Xi 'an Datang City Scenic Area has designed two street performance art performances of "Tumbler" according to Xi 'an city mascots "Tang Bao" and "Tangniu", and soon Picachen's performance of "True Tumbler" began to become popular. In Tik Tok, the video with the theme of "Miss Tumbler" has been played 2.77 billion times. In this regard, Nan Chuxin, deputy director of the Internet and New Economy Committee of China Economic Reform Institute, said that compared with traditional city landmarks, such tourist scenes are more modern, approachable and cultural, and are favored by the younger generation. This "punch-in" behavior of cities based on characteristic IP not only brought about traffic explosion, activated the local tourism economy, but also personalized and rejuvenated the image of scenic spots, which injected new kinetic energy into the cultural tourism industry.

However, in reality, there are also some areas that blindly follow the trend. For example, regardless of their own personality and characteristics, they copied and introduced "punch card" elements such as tumbler performance, glass plank road, celestial mirror and light show. "Blindly chasing the real-time effect of the network, out of place, surprise, we must pay attention to prevention! In particular, we must prevent rushing headlong into it, copying it, and misnaming it. " Jin, director of the Institute of Cultural and Creative Industries of Renmin University of China, said in an interview that every city has its own genes, and it is necessary to shape its own unique image and temperament.

Fully "realize" traffic

A few days ago, China Tide Economy 2020 100 Top Internet Celebrity Cities published by a certain platform measured a city's "Internet celebrity degree" from five dimensions: network popularity index, live broadcast index, tide life index, industrial development index and impression index. The top 10 online celebrity cities are: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Xi 'an, Changsha, Nanjing and Chongqing. Experts pointed out that the high popularity of online celebrity cities is actually the result of a series of factors such as urban cultural heritage, economic strength, population size and even scientific and technological progress.

"Online celebrity cities are not just popular cities on the Internet. A network celebrity city must form a high-quality development model if it wants to be popular for a long time and maintain traffic. " The insiders believe that in the era of "attention economy", how to turn online traffic into the core competitiveness of the city, and finally attract the influx of people to form an industrial agglomeration effect is the ultimate goal of the city to create an "online celebrity label".

According to Huang Hancheng, the chief researcher of Zhigu Trend, only people who gather through Internet traffic, such as tourists who spend money or talents who come to settle down, can online celebrities be regarded as a city. The "network celebrity effect" should not be underestimated. For example, in recent years, Chongqing's tourism fever has been at the forefront, with 657 million people visiting Chongqing only in 219, achieving a total tourism income of 573.4 billion yuan.

In this regard, Jin said that in order to turn online traffic into real dividends, supporting facilities and public services should be in place, and more detailed work should be done in all aspects of urban development, especially in the upgrading of tourism. Through the system construction of new technology, new management and new operation, the sense of experience, participation and integration of tourists will be continuously enhanced.