The fancy marketing of local tourism industry should also be "content is king".

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Marketing still needs "content is king". It is worth noting that variety shows not only enhance the popularity of the destination, but also give rise to many new problems.

With the popularity of variety shows such as "where is Dad going", "Dear Inn" and "Youth Hotel", the locations of these outdoor variety shows have also attracted many tourists and played an effective role in promoting the development of the local tourism industry.

original title: tourism marketing is not only a "new trick" of outdoor Reality Show, but also a "real skill"

recently, outdoor Reality Show variety shows featuring star tourism have gone viral on the screen. With the popularity of variety shows such as "where is Dad going", "Dear Inn" and "Youth Hotel", the locations of these outdoor variety shows have also attracted many tourists, which has played an effective role in promoting the development of the local tourism industry.

popular variety shows

according to the Global Tourism destination Analysis report, 24.5% of Chinese tourists say they will be attracted to a certain destination after watching a variety show, so they want to go to the variety show to experience the scenery in the lens and experience the same route of stars. Data show that the popularity of Lugu Lake, where Reality Show was set, has increased by 56 per cent since the launch of the outdoor "Dear Inn". The third stop of the fifth season of "where is Dad going?" went to Xingyi, Guizhou. On the first day after the premiere, the popularity of Xingyi in Guizhou increased by 79%. After the premiere of the second episode of the third season of extreme Challenge, the popularity of Foshan in Guangdong Province increased by 48%.

Tourism, as an industry that can produce certain economic benefits and is close to life, has been favored by major online media and variety show production companies. Zhang Tingting, deputy director of the Tourism Communication Research Center of Communication University Of China Advertising School, pointed out that there has always been a marketing model of promoting tourism destination awareness through film and television implantation, such as the movies "Love on Lushan Mountain" and "Red River Valley". Although it is not a conscious publicity behavior of the scenic spot, it objectively improves the visibility of the scenic spot. For the current communication and marketing, the most important factors are IP, fans and traffic. Variety shows cater to these key factors very well. In addition, outdoor Reality Show variety shows are also in line with the tastes of "post-80s" and "post-90s" as the main body of tourism consumers, so it is more attractive than traditional film and television implants in the past.

Zhang Tingting said that as of September 2017, there were 249 5A scenic spots in China, and conventional means of transmission make it difficult for a tourist destination to be remembered by tourists. Through the influence of stars, outdoor variety shows combine tourism destination, entertainment marketing and tourism communication, which can play a strong role in driving the local tourism industry. "before taking part in the recording of where is Dad going, Changlong Happy World in Guangzhou has been doing publicity and marketing for seven years and has a good reputation in Guangzhou. Participating in the recording of the program has made its brand influence spread rapidly and become an inflection point for its tourism communication." Zhang Tingting said.

Marketing still needs "content is king"

it is worth noting that variety shows not only raise the awareness of the destination, but also give rise to many new problems.

search for "where is Dad going" on a domestic travel website, and many tourism products related to the location of the program will appear. For example, during the itinerary of "Hulunbuir Prairie + Daddy where to shoot the 8th Troupe", in addition to visiting the prairie scenery, it also includes visiting the yurts where the star baby lived in the program, as well as the carriage and le cart used in the program. On a travel website, more than 1200 tickets have been sold in Xinye Ancient Village, Jiande, Zhejiang Province, where "where are We going?" since its launch, and many tourists are taking their children to the famous location of "where are they going?" However, tourists who have been there said that the scenic spot is only "hot" by variety shows, vehicles in the scenic spot are parked randomly, and clothes of local residents are not worth visiting. A netizen said that since the popularity of "Dear Inn", the price of residential accommodation near Lugu Lake has gone up. In the past, it was only 200 to 300 yuan, but now it is more than 2000 yuan, which is beyond their affordability.

in this regard, Jia Yunfeng, an expert of the United Nations World Tourism Organization and a member of the Reform and Development Advisory Committee of the China National Tourism Administration, believes that this kind of product marketing based on variety shows loved by everyone is the most important product. Only when the content is done well can benefits be brought. There are many places in popular variety shows, but not every place can be popular. In some places, customers are even ripped off by hyping the concept of variety shows. Without a complete product framework, tourism destinations may become popular quickly in a very short time, but they will also die out quickly.

Tourism development should also be characterized by "degree"

at present, most of the most popular outdoor variety shows are located in relatively small groups, and some are located in more remote original ecological areas, and do not have enough tourism accommodation and reception capacity. When the program is popular, a large number of tourists go there, which is likely to cause damage to the local original ecological environment.

in response to this possibility, Jia Yunfeng said that outdoor variety shows pursue new, strange, and fun, and the life style of scenic spots is the biggest selling point of the local tourism industry. If a large number of tourists pour in and destroy the local living condition, then its tourism characteristics will disappear. Therefore, it is the key to grasp the balance between development and protection. Tourism development in these areas needs to plan and design a healthy and sustainable way of development.

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in this regard, Zhang Tingting believes that on the one hand, tourism development must be consistent with the original ecological natural environment, on the other hand, passenger flow also plays a certain role in promoting the reception and service level of the scenic spot, which will urge the scenic spot to improve the corresponding software and hardware service facilities. For example, Wulong District of Chongqing has a beautiful original ecological natural environment and rich and colorful villages with ethnic minority characteristics. In 2014, it became famous for recording the second season of "where is Dad going?" and many tourists came here. The increase in the number of tourists has prompted Wulong District to gradually improve various services and supporting facilities.

the popularity of outdoor variety shows has brought about the rapid popularity of a series of scenic spots. We should not only affirm the success of this tourism marketing model, but also beware of the damage to the ecological environment caused by the over-development of scenic spots. For a large number of tourists to "sign in" variety show scenery, the scenic spot needs to maintain the local differentiated tourism characteristics.

Edit: mary