Where is the key node for the "breakthrough" of scenic marketing?

time:2023-02-09 07:05:54 source:kilakilavilla.com author:Outdoor cuisine
Where is the key node for the "breakthrough" of scenic marketing?

The State Council's "14th Five-Year Plan for Tourism Development" pointed out that increasing the supply of high-quality tourism products is an effective measure to improve people's satisfaction with tourism products and services, and it is also the key to stimulating greater vitality of tourism development. Under the incentive of policies, the increasingly fierce market competition in scenic spots has become the norm, and the demand for scenic spot marketing is rising. Building a stronger tourist attraction core has become the only way to transform scenic spots. For example, what are the key nodes of "breaking the game"? Starting from the needs, precise positioning. Traditional tourism marketing is more about product recommendations around scenic spots and destinations, that is, push what is available in scenic spots. However, after entering the era of big data, the scenic spot has transformed from a "seller's market" to a "buyer's market", turning passive into active. What tourists want, the scenic spot produces and spreads. Put the preferences of tourists first, from meeting the new needs of tourists to evolving to guiding tourists to discover new needs. A successful scenic spot marketing campaign must be based on big data analysis, develop targeted tourism products according to the age, interests, and preferences of the source market, increase the profitability of the scenic spot, and double the performance; Analysis, providing accurate decision-making for scenic spot marketing, through in-depth analysis and mining of tourist needs, to achieve accurate statistics and analysis of tourist sources in scenic spots, and finally provide evidence-based data for scenic spot operators' marketing activities or product service optimization, etc. Strategic analysis. Open up the data of various formats of the scenic spot, including accommodation, catering, retail, etc., and integrate the above data in an all-round way, starting from the consumption habits of tourists, so that the benefits of the multi-format scenic spots can fully blossom. Pay attention to data and achieve refined operations. Through accurate and effective data analysis, the changes in the source of tourists, travel needs and consumption habits are obtained, and the "operational headquarters" for the marketing of scenic spots is formed to adjust the supply. Pay attention to the local and break the boundaries of ideas. In the past two years, the "surrounding tour + in-depth tour" model of tourist travel has become prominent, with a large proportion of intra-provincial travel, and local travel has become a habitual way of life, which means that even if the epidemic is cleared in the future, "local people travel locally" Habits will not change. In terms of space operation, we should grasp the trend of local surrounding tourism and deeply cultivate the local market. In layman's terms, scenic spots cannot be "stoic" and must always give tourists a sense of freshness, in order to attract "low-frequency" local tourists to fall in love with the well-known "old scenic spots" ". Even if the epidemic is over, and consumers have developed a local travel habit, whoever can help the scenic spot increase the revisit rate of local and surrounding tourists will be the first to seize the market opportunity. At the same time, in terms of time operation, it abandons the traditional idea of ​​seven festivals and two months, and pays attention to the time nodes of daily operations. The operation of scenic spots is a mode that pays great attention to time nodes. In addition to grasping major holidays, daily weekend leisure and night tour markets should also be able to catch. Online and offline, the whole link is open. When the scenic spot is doing marketing and publicity, it should not only plan offline marketing activities, but also make more use of online marketing platforms to form a marketing matrix. The future marketing of scenic spots will be integrated marketing with full online and offline links and multi-scenario capabilities, online planting, offline experience, and the marketing content that users see online can be experienced and felt offline. Create the cultural added value of tourism product brands, enhance the business atmosphere, and promote brand awareness and reputation. The price strategy cooperates with the brand strategy to form a three-dimensional integrated marketing online and offline, which brings multiple benefits such as brand reputation and revenue growth to the scenic spot. In terms of media selection, we attach importance to the user reachability of Internet grass growing and trading platforms. Because social platforms such as WeChat and Douyin have been deeply integrated into the lives of ordinary people, they have had a great impact on people's way of life and entertainment. Scenic spots must actively integrate into these platforms and take advantage of express trains to market in order to gain a place in the market competition. How to carry out cultural tourism marketing based on the high correlation between these new media social platforms and tourism has become the focus of scenic spot marketing. Positioning consumer groups through big data analysis, implementing precise communication, forming a strong support for offline marketing, strengthening innovative marketing and event marketing on short video platforms such as Douyin, live broadcast platforms, and using network power to create "net red scenic spots", superimposed Hotels, scenic spots, bank credit cards and other preferential tourism products, integrate traditional media + new media matrix and other resources, work together to form a good pattern of joint marketing. This article is reproduced in: Tourism and Festival Marketing Zhihui. Some pictures are from the Internet. If there is any infringement, please contact the editor to deal with it! read more, walk more. Read Dao Culture Travel is honored to share this article with you! Not landing, not creative, if you have a good material case, please leave a message below to share~

(Responsible editor:Riding)

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