With the spread of social media platforms, more and more destinations are packaged as "Internet celebrity attractions" and come to the forefront, and challenges are also closely followed.

　　According to the latest data disclosed by the Ministry of Culture and Tourism, during the 7-day National Day holiday in 2022, 422 million people will travel domestically across the country, and domestic tourism revenue will be 287.21 billion yuan.

Affected by the epidemic, the travel radius of domestic tourists has been greatly shortened, and the popularity of surrounding tours has continued to increase. "Explore the attractions around you" has become a hard demand for public leisure and entertainment, and has also become a new "traffic password".

The travel radius has been greatly shortened, and tourists are keen to check in at Internet celebrity attractions

　　During the Golden Week of the 11th National Day, photography enthusiast Xiao Li specially went to the Internet celebrity scenic spots (that is, a certain characteristic of the scenic spot itself was magnified under the action of the Internet, thus being sought after) to take pictures.

As early as before the holiday, Xiao Li was "planted" by various travel notes on the Qikong Bridge Flower Sea on Xiaohongshu (that is, when he saw the introduction of the attractions of interest, he included it in his travel goals).

The Qikong Bridge Flower Sea in Changping District, Beijing has always been a popular spot in Beijing. The continuous stretch of aster is so beautiful that it attracts a large number of tourists every year.

Xiao Li happily picked a good day and invited friends to go with him.

　　Unexpectedly, after arriving on the field, Xiao Li found that the area of ​​aster was not as large as expected, and because of the rain a few days ago, a lot of aster flowers had fallen.

Coupled with the large number of tourists, Xiao Li's actual experience is not as good as the dreamy atmosphere in the "Growing Grass" notes.

On the way back, Xiao Li was stuck in traffic until he was "tired": "It took one hour on the road to come, and two and a half hours when I went back. There are really too many people on holidays." After arriving home, Xiao Li took notes from other notes. It was learned that the area of ​​aster this year is not as good as in previous years.

　　Just like Xiao Li, in recent years, the number of tourists who are keen to check in at Internet celebrity attractions is increasing, and the situation of "rollover" also occurs from time to time.

Affected by the epidemic, the travel radius of domestic tourists has been greatly shortened, and the popularity of peripheral travel and intra-provincial travel has continued to rise.

According to the "China Tourism Scenic Spot Development Report (2021)" released by the China Tourism Academy, the average travel distance of tourists during the National Day holiday will drop from 213 kilometers in 2020 to 141.3 kilometers in 2021; the average recreational radius of tourist destinations will drop from 14.2 kilometers in 2020. shrinks to 13.1 kilometers in 2021.

　　Among them, the tourist attractions near the main tourist source markets have an obvious growth trend, while the natural resources and historical and cultural resource-based tourist attractions facing the mid-to-long-distance tourism market have seen a significant decline in the number of visitors and comprehensive tourism revenue.

The rise of nearby urban leisure tours, suburban country tours and other surrounding tours makes community parks, city parks, country parks, theme parks, ancient towns and villages and other scenic spots close to daily life increasingly the first choice for ordinary people.

The report proposes that in the era of mass tourism, tourist attractions are the core carriers of tourism; and in the era of well-off tourism, tourist attractions may be attractions that contain all the content of life.

"Mining the attractions around you" has become a hard requirement and "traffic password"

　　In this context, "mining the attractions around you" has become a hard demand for public leisure and entertainment, and has also become a new "traffic password".

Some good-looking photos and videos are combined with vivid introductions, and then with the help of social media platforms such as Xiaohongshu and Douyin, scenic spots packaged as "Internet celebrities" emerge one after another, and they influence the travel decisions of a large number of users.

In 2019, travel-related content became the fastest-growing category of Xiaohongshu.

According to the "Analysis Report on the Development of China's Tourism Industry in the First Half of 2020" released by Bida Consulting, Xiaohongshu has become the most commonly used online travel decision-making platform for users with a proportion of 63.7%; Douyin ranks second with a proportion of 56.5%. %.

　　At the same time, the definition of Internet celebrity attractions has become increasingly broad, from cities such as Xi'an and Chongqing, to projects such as Anaya, Super Wenheyou, and even a strange-looking tree in Beijing Olympic Forest Park, all of which can become "Internet celebrities". Check in.

At present, there are more than 1.52 million related notes on the Xiaohongshu platform by searching for "check-in place"; the topic of "Internet celebrity check-in" on Douyin has reached 7.66 billion views.

Zhang Jinshan, an associate professor at the School of Tourism of Beijing Union University, said: "At present, many Internet celebrity attractions are more of a trendy, fashionable, niche attraction or novelty that is suitable for the pursuit and popularity of netizens. , Xiaohongshu, WeChat, Weibo and other new media publicity platforms quickly attracted the attention of the outside world, and became a hot spot for netizens and check-in places."

　　Under the popularity of tourists, the "Internet celebrity effect" of scenic spots should not be underestimated.

According to public reports, in March this year, a statue in the Shiguzhai Scenic Spot in Jinan became popular because it was accused of resembling the athlete Wu Dajing, and the weekend passenger flow rapidly increased by 7 times; The photos of the sunrise have attracted a large number of tourists to check in the "same style" sunrise, causing the local government to impose traffic control on some roads.

　　In the process of operation, the scenic spot also pays more and more attention to the "fermentation" of Internet word-of-mouth.

For example, not long ago, tourist Xiao Wu saw an Internet celebrity park in Beijing that opened last year on Xiaohongshu.

When she was about to leave after the on-site check-in, the staff of the park specially told her that she hoped that after posting photos and videos on Xiaohongshu, Weibo and Douyin, she could "Aite" the park to interact.

- there is a problem

Internet celebrity marketing industry chain: the appearance fee of big bloggers reaches hundreds of thousands of yuan

　　The internet celebrity effect is also a "double-edged sword".

In October last year, the topic of Xiaohongshu's "filter attractions" was on the hot search, triggering heated discussions outside.

Netizens shared that they were attracted by the photos in their notes to check in at the scenic spots, but when they actually arrived, they found that the experience was far from the photos.

　　Subsequently, Xiaohongshu publicly apologized, admitted that some users had excessively beautified their notes, and said that a series of operational activities had been launched to encourage Xiaohongshu publishers to share useful rather than beautify; when everyone is searching for a certain attraction , it will also provide richer search association words, and show more content such as "avoiding pits"; it will also try to launch products such as scenic spot scoring lists and stepping on pit lists to facilitate users to obtain more diverse information.

　　Influencer marketing has also become a mature industry chain.

According to a relevant practitioner, the brand side often finds a lot of amateur bloggers to publish information through "spreading volume", creating an environment where "it's beautiful here" and "this thing is easy to use".

After finding a blogger, the brand will provide cooperation notes, shooting points, etc.

If it is an offline store, the brand will also arrange for staff to cooperate.

Finally, the content posted by the blogger needs to be reviewed by the brand and can only be released after confirming that there are no problems.

　　"The price of these bloggers varies from person to person. For example, very small bloggers with only a few thousand or 10,000 fans may be willing to go with a ticket or a few hundred yuan. Fans are hundreds of thousands or even millions. The big bloggers, the appearance fee can be opened to hundreds of thousands of yuan." The above-mentioned practitioner said.

　　In addition, the Beijing News Shell Finance reporter also found in the investigation that for marketing promotion, it is not uncommon to buy and sell accounts on social platforms.

According to an account trader of a certain platform, the accounts he sells are live fan accounts, and many of them are not real-name accounts.

In the price details, most accounts with about 10,000 fans are 3,000 yuan or less, the price of accounts with more than 20,000 fans has begun to rise, and the price of accounts with 190,000 fans is as high as 75,000 yuan.

These sellers have also launched sub-account labels such as "shop exploration", "beauty category" and "male blogger", and provide various suggestions for fan growth, drop-down words, SEO and other services.

There are many hidden dangers in the undeveloped "birthplace" of Internet celebrities

　　The safety of Internet celebrity attractions also needs to be solved urgently.

In August this year, a flash flood occurred near Longcaogou, Longmenshan Town, Pengzhou City, Sichuan Province, causing many casualties.

In July last year, a sudden downpour and mountain torrent destroyed the road down the mountain. 90 ALICE travelers who went to the "Niu Nose", an online red spot in Wuning, Jiangxi, were trapped. After more than 6 hours of rescue, they were finally transferred to a safe place.

　　With the spread of camping fever, it has further intensified the behavior of tourists to experience nature in undeveloped and unmanaged "wild" scenic spots, thus causing potential safety hazards.

The Beijing News Shell Finance reporter saw during the field visit that a riverside in Beijing has become a popular "check-in point" for camping in Beijing this summer on platforms such as Xiaohongshu and Meituan, and this location is not a developed and managed scenic spot , not only without public toilets, trash cans and protective facilities, but also without management personnel and lifeguards, safety issues are difficult to guarantee.

However, there are still many people camping and playing paddle boards here, and there are also many travel notes on the online platform where parents let their children go directly into the water to play.

In addition, the arrival of a large number of tourists has also damaged the local ecological environment, and the leftover garbage has also affected the lives of local residents.

In the campsite recommendation, "niche", "no one" and "no one cares" are all popular keywords.

　　Zhang Jinshan said: “Internet celebrities naturally have the characteristics of exploring the unknown and recommending novelty. It has become a popular check-in place. These areas that have been popularized by Internet celebrities are undeveloped 'birthplaces' from the beginning and lack formalized management, so there are many security risks."

-solution

The Ministry of Culture and Tourism issued a plan to strengthen the supervision of private scenic spots

　　In response to the chaos of Internet celebrity scenic spots, relevant departments have also begun to rectify, and private "spots" have become one of the main targets.

In September, the Ministry of Culture and Tourism released the "Special Rectification Work Plan for Privately Established "Scenic Spots" (hereinafter referred to as the "Plan"), announcing that special rectification work for privately established "attractions" will be carried out from September to November this year.

　　According to the plan, the targets for the rectification of privately set up "scenic spots" are the acts of illegally providing tourist services for tourists and carrying out tourism business activities in certain places or areas without the permission of relevant departments, mainly including operating without a license and disrupting the order of the tourism market. behaviors; unauthorized collection of ticket fees without permission; unauthorized construction of tourist facilities and damage to the ecological environment; behaviors of operating high-risk tourism projects without a license, with hidden dangers to tourism safety, etc.

The plan requires that all localities should conduct a comprehensive investigation of the problem of private "scenic spots" within their jurisdiction according to the scope of rectification, and immediately carry out rectification in accordance with laws and regulations according to the results of the investigation.

　　For the "wild" scenic spots that are not managed, developed and operated, relevant departments in various places are also constantly strengthening the management.

For example, an abandoned mine pit in the suburbs of Beijing and the camping along the aforementioned river have been taken by the local area to organize security personnel to manage and persuade tourists to leave.

　　Before the arrival of the "11th" Golden Week, five departments including the Beijing Municipal Emergency Management Bureau and the Beijing Municipal Water Affairs Bureau issued a joint initiative, calling on tourists to legally choose camping areas and pay close attention to camping safety.

In addition, Beijing Yanqing District also issued the "Yanqing District Scenic Tent Camping Management Guidelines (Trial)" for more than 10 scenic spots that are under the industry management of the District Cultural and Tourism Bureau and have legal business qualifications, becoming Beijing's first scenic tent camping management guidelines.

Timely transformation and innovation of scenic spots, and continuous follow-up of new tourism needs of tourists

　　In the eyes of industry insiders, the relevant situation also reflects the huge gap and contradiction between the rising demand for travel and the supply of tourism products.

"The existing formal scenic spots are based on the management requirements of norms and safety, and it is difficult to provide sites that meet the high demand for camping. In this case, it is necessary to encourage the development of chain camping business enterprises, and encourage the formal scenic spots to provide sites that meet the needs of tourists for camping. Encourage villages and townships to develop rural camping and leisure projects, increase the number of camping sites with safety management, and maximize the dislocation between camping demand and camping safety." Zhang Jinshan said.

　　At present, relevant tourism development in various places is also constantly following up the new tourism needs of tourists.

For example, in recent years, a number of "net red mines" have emerged in Hangzhou, which have been developed locally and equipped with amusement facilities.

Beijing's "niche" ice waterfall scenic spot Gua Cao Cao Scenic Spot was also developed and constructed this year and is managed by security personnel.

In addition, more and more bloggers are also adding safety tips to their check-in recommendations.

　　Under the current background of normalization of epidemic prevention and control, scenic spots should also transform and develop in a timely manner.

Zhou Mingqi, founder of Jingjian Think Tank, said that cultural tourism products that adapt to the post-epidemic consumption environment are mainly divided into two categories: excellent tourism destination projects and short-term, short-distance, high-frequency, and daily suburban products.

"Under the influence of the epidemic, it is an inevitable trend to shift from mass tourism that mainly travels to niche vacations with high unit price. Excellent tourism destination products mainly meet the 'alternative consumption' of high-income people, and it is easy to gain high popularity. , or the so-called 'Internet celebrity' project, so it can have a high premium and profitability. A typical example is Sanya Atlantis, a subsidiary of Fosun Tourism. The characteristics of such cultural tourism projects are large investment, falling High level, uniqueness, and international benchmarking." Zhou Mingqi said, "Suburban products are mainly to meet the short-term vacation needs of large city residents with certain spending power after the normalization of the epidemic. The main features include convenient transportation, driving 1- It can be reached in 3 hours; characteristic accommodation, that is, the hotel design combined with the local style; rich content experience and parent-child interaction, as well as amusement projects combined with themed design, etc.”

　　Beijing News Shell Finance reporter Zheng Yijia