Watch the hot air balloons rising over the Songhua River in the ice city of Harbin, go to Jiangmen in Guangdong to eat the same pork trotter noodles from "Kurdant", come to Rongjiang in Guizhou to check in at the "Village Supermarket", go to Shanghai and follow the footsteps of "Flowers" for a citywalk... these "Internet celebrity cities" provide tourists with a newer and more fashionable travel experience, and also allow everyone to see the vigorous vitality of a city.

How did “Internet Celebrity City” become famous?

How do tourists experience it?

How can these cities transform "traffic dividend" into long-term urban competitiveness?

　　Information dissemination creates “Internet celebrity city”

　　Oroqen people wearing traditional roe deer horn hats led their reindeer on the Central Street, attracting admiration from netizens. The fat white fox lay obediently in the arms of tourists, with its eyes narrowed into a comfortable line. Netizens laughed and said "questioning King Zhou" , understand King Zhou, become King Zhou”; Harbin Pharmaceutical Factory No. 6 is open for free visits, ballet dancers danced in the magnificent hall, and netizens shouted, “Who can tell the difference between Harbin Pharmaceutical Factory No. 6 and the Louvre Museum now?”; There are exquisite platters of sliced ​​frozen pears, and the artificial moon over Sophia Church...

　　In the past winter, Harbin became popular and became a veritable "Internet celebrity city": According to data from Sina's Micro Hotspot Research Institute, since late December 2023, Harbin's tourism information push has begun to gain momentum and maintain its leading edge. The amount of information on the entire network exceeds 10 million, an increase of 4 times year-on-year.

　　Driven by social media, offline tourism in Harbin is also popular.

According to big data calculations by the Harbin Municipal Bureau of Culture and Tourism, during the three-day New Year's Day holiday, Harbin received a total of 3.048 million tourists and achieved tourism revenue of 5.9 billion yuan, which was 4.4 times and 7.9 times that of the same period last year.

During the Spring Festival, Harbin received more than 10 million tourists and achieved a total tourism revenue of 16.42 billion yuan. Both the number of tourists received and the total tourism revenue reached historical peaks.

　　The popularity of Harbin reminds people of cities that have emerged from the entertainment industry and become Internet celebrities: Chongqing, Changsha in Hunan, Zibo in Shandong, and Litang in Sichuan... These cities have different characteristics and styles. They attract a large number of tourists with their diverse urban landscapes. .

　　Why does a city become an internet celebrity?

　　According to Wang Xin, deputy director of the National Advertising Research Institute of the Communication University of China, based on the existing understanding of urban space culture by citizens and tourists, the characteristics of space and cultural activities should be explored and amplified to form the city's iconic cultural concept.

This cultural concept is widely disseminated through social media, forming the public’s “absent attention” and “present experience” of the city.

"For example, drinking a cup of tea and looking good, having a meal with friends, these are the iconic consumption symbols of Changsha." Wang Xin said that tourists who are not in Changsha use the Internet to watch "absent attention", and tourists who come to Changsha Sharing the "presence experience" by checking in, taking pictures and uploading them to social media, this process is cyclical, attracting more and more tourists and becoming an important force in spontaneous participation and building an "Internet celebrity city".

　　"In the era of accelerated development of new media, social media has built a social network that allows communication without face-to-face. In this network, all netizens have the right to describe a city. The flow of information about it may be chaotic at first, but Slowly converging on some nodes, these nodes will eventually become the 'topics' about the Internet celebrity city. After that, superimposed on the rapid dissemination of information in the new media era, a topical city will have strong impact and explosive power. Forming an 'Internet Celebrity City'." Huang Zhuowei, associate professor at the School of Tourism at Sun Yat-sen University analyzed.

　　Huang Zhuowei explained with examples from team research, "For example, netizens often discuss the Everlasting City of the Tang Dynasty, Little Sister Daruma, Shaanxi Liangpi, etc., but the final focus of the outbreak is 'Chang'an', which means Xi'an is an 'Internet celebrity city'. The topic and key word are 'Chang'an'." Huang Zhuowei said that in the virtual world of social networks, netizens have greater room for imagination. For example, "Chang'an" will be associated with the flourishing age of the Tang Dynasty, and "Nanjing" will be associated with " "There are 480 temples in the Southern Dynasties, and there are so many towers in the mist and rain." Before the trip, these imaginations would emerge in my mind, which were extremely rich and enhanced the topic of "Internet celebrity city".

　　Integrate culture and tourism to experience local customs

　　How to win the favor of more tourists?

"Internet Celebrity City" knows this very well.

　　Quanzhou, Fujian Province, known as the starting point of the Maritime Silk Road, combined with its rich local intangible cultural heritage resources, has launched an activity project to experience the intangible cultural heritage Quanzhou Puppet Show. Visitors can not only enjoy the puppet show but also try to control it themselves; at the same time, the local The addition of night markets and night performances by theater groups such as Liyuan Opera, Nanyin Opera and Gaojia Opera have opened up more possibilities for tourists to travel at night.

　　Dali, Yunnan, which has dual identities as both an established tourist city and an "Internet celebrity city", is now carefully shaping the urban culture related to "coffee".

Nowadays, when tourists go to Dali, they can not only look at Cangshan Mountain and Erhai Lake, but also sit down and taste different types of coffee, and fully feel the charm of the "Coffee City".

　　For those Internet-famous cities that have become popular due to movies and TV dramas, the government has come up with ingenuity to allow tourists to have a deep understanding of the overall local urban style while checking out the same movies and TV dramas.

The web drama "The Hidden Corner" was filmed in Chikan Old Street, Zhanjiang, Guangdong.

The subdistrict to which Chikan Old Street belongs has invited cultural and historical experts to provide training for the volunteer service team so that volunteers can explain the history and cultural heritage of the old street to tourists.

　　Last year's costume drama "Long Moon Shining" received gratifying ratings. Careful netizens discovered that the two characters in the drama, Sangjiu, the princess of the Beng tribe in Mohe, and Mingye, the dragon from the East China Sea, happened to correspond to the two landmark buildings in Bengbu, Anhui - Zhanggongshan Park Hebeng. Because of the statue of the girl and the symbol of the dividing line between north and south of China on the shores of Longzi Lake, people flocked to Bengbu.

Bengbu took advantage of the situation and opened a special tourist line for "Long Moon Shining", and set up character plaques at popular locations for photos; the Bengbu Municipal Museum also developed customized badges co-branded with the TV series.

In addition to linking up with the series, Bengbu also vigorously promotes local specialty snacks, such as a plate of crayfish, a glass of ice wine, and a portion of sesame pancake with tenderloin. Some netizens said bluntly: "I came to Bengbu specially to watch Mingye and Sangjiu and ate it." Anhui C three-piece set', I had a great time this holiday."

　　It is not difficult to find that no matter why an Internet celebrity city becomes popular, it is trying to integrate culture and tourism, allowing tourists to leave more memories in addition to the "topics" and "keywords" of the "Internet celebrity city".

　　"Many foreign tourists get to know our Chinese history and culture during travel. The integration of culture and tourism can combine excellent history and culture with distinctive tourist attractions to showcase China's excellent cultural connotation and spiritual power. This is also an important part of telling Chinese stories well. method." Huang Zhuowei believes.

　　Traffic is converted into "retention" to achieve long-term development.

　　How to convert traffic into "retention" and achieve long-term development is a question that every "Internet celebrity city" is thinking about.

　　In May last year, the Taizhou Federation of Philosophy and Social Science Circles in Jiangsu Province published "Zibo Barbecue is so popular, what can Taizhou learn from it" through its WeChat public account. The article pointed out that Zibo has made long-term efforts to cultivate and manage barbecue. In 2015, we began to continue to standardize and manage the barbecue market to solve problems such as outdoor barbecue fume pollution and disturbing residents.

After Zibo Barbecue became popular, functional departments and staff implemented policies in place, escorted the market effectively, and provided a good tourism experience.

Accordingly, relevant experts believe that adhering to the concept of putting tourists first is the top priority for urban tourism development, and improving and thoughtful public services is an important part of "retaining" tourists.

　　More importantly, "service awareness is formed over a long period of time," Liu Simin, vice president of the tourism branch of the China Future Research Society, said. Short-term, concentrated changes for tourists may solve the urgent needs of the tourist season, but establishing a more equal "friendly" Only by continuously improving supporting facilities and public services can "Internet celebrity cities" become popular in the long run.

　　"Culture is the soul of a city." Huang Zhuowei suggested that we should adhere to the city's history and culture to achieve the long-term development of Internet celebrity cities.

"In sociology, there are terms such as 'McDonaldization' and 'Disneyization', which means that standardization will also bring about the loss of individuality." Huang Zhuowei said that in the context of "Internet Celebrity City" it can be understood as the formatting of urban development models. , all the same, such as Internet celebrity milk tea with a famous name but no local characteristics, snack stalls such as grilled cold noodles and fried skewers that can be seen everywhere, and street signs that read "The wind that misses you still blows to such-and-such city" Etc., the same urban design makes tourists aesthetically tired. Therefore, only by exploring and highlighting its own uniqueness can the vitality of the city be enhanced.

　　"When the Internet celebrity trend becomes a thing of the past, if you want to retain customer traffic and maintain long-term appeal, you must pay attention to local culture and local people, because these cannot be copied." Huang Zhuowei said, especially to explore some popular and popular products based on local characteristics. Attractions other than internet celebrity tastes.

"For example, in Zhuhai, Internet celebrity attractions are concentrated in the south, close to Macau, but the high-tech zone and the seaside in the north are also very beautiful, and there are also ancient towns full of history and culture. These attractions should be vigorously promoted."

　　"Many tourists rely on recommendations on apps such as Xiaohongshu and Dianping to arrange their itineraries, and the result is that they travel with the crowd." Huang Zhuowei believes that this is inevitable in the era of new media development. Therefore, on the one hand, it is recommended that tourists appropriately reduce check-in travel and go in-depth Immerse yourself in the local customs and customs of the tourist destination; on the other hand, we hope that the local government will make good use of new media and social media platforms, fully utilize the local customs and customs, create a high-quality cultural tourism brand, and give tourists an opportunity to "want to come again."

(Reporter Wang Jingyue)