Photos are beautiful and the real scene of the sky is messy
The "mirror of the sky" that is beautiful in the sky is just a few patchwork mirrors, and the surrounding environment is messy; the romantic and charming "Provence lavender flower sea" is actually a small piece of sparse potted plants; the "dream lighting festival" that blasts the circle of friends ", the scene was full of "earth-flavored Pikachu"...
In recent years, “Internet celebrity attractions” have emerged one after another from all over the country, but some scenic spots have been punished by market supervision departments through false propaganda “entice” consumers.
Industry insiders believe that under the current background of the gradual recovery of the tourism industry, tourist attractions should cultivate the "internal strength" of products and services, and should not touch the legal red line for short-term benefits.
"Internet celebrity attractions" publicity is too tricky
Recently, the Hunan Provincial Market Supervision Administration notified a "Chenzhou Shunxi Valley Eco-tourism Development Co., Ltd. Issuing a False Advertisement Case" and the party was fined 120,000 yuan.
The “Mirror of the Sky” scenic spot in the Dishuiyuan Scenic Area in Linwu County, Chenzhou City involved in the case has sparked heated discussions among many netizens before.
According to the report, this scenic spot used other people's network effect pictures and words that did not match the real scene in the network promotion and promotion, fictionalized the effect of receiving tourism services, and violated the relevant provisions of the Advertising Law.
As early as May, the real shot video of the "Mirror of the Sky" scenic spot in the Dishuiyuan Scenic Area was hotly searched.
As you can see in the video, this "sky mirror", which is claimed to be the first domestically created "Mirror of the Sky" with a huge amount of money, just spreads some mirrors on the ground, and the mirrors are covered with footprints, which contrasts greatly with the promotional pictures.
It is understood that this colorful "Mirror of the Sky" Internet celebrity attraction has implemented false propaganda methods such as "filling the small with the big" and "migrating flowers and trees".
Investigations by the Linwu County Market Supervision Department show that the actual mirror surface of this "sky mirror" is about 8 square meters, but it is known as the "extra-long 9D glass sky mirror"; the construction cost is 15,000 yuan, but it is said to be "built with huge investment." ; Many pictures showing scenes of blue sky, white clouds, colorful balloons, etc. are directly collected from the Internet, and none of them are real photos of scenic spots.
In recent years, scenic spots that have been punished for false propaganda are not alone.
According to media reports, in 2018, Suzhou Dingyuan, Jiangsu Province, used various methods such as introduction of scenic spots in the park, official website promotion, and travel agency website promotion for a long time to conduct false publicity. The local law enforcement agency revoked its business license; Nanjing Jiangning District Cuizhou Fanggu Scenic Spot Using the WeChat public account to package itself into an online celebrity attraction to attract tourists, the competent authority requested a comprehensive rectification.
The “romantic and charming lavender flower sea” claimed by some places was just a small piece of potted plants that netizens who had been to “spit on”. The “dream lighting festival” claimed by some places was revealed by netizens, but the scene was full of people. Kind of "earth-flavored Pikachu"...
Attraction operators don’t use their “crazy brains”
"Some Internet celebrity attractions are driven by interests, coupled with their own indifferent awareness of laws and regulations, and publish some unrealistic, unreal and only beautiful pictures." Jin Xin, a member of the Hunan Provincial Political Consultative Conference and executive vice president of Zhangjiajie Tourism Group Co., Ltd., said these exaggerations Propaganda and false propaganda can often quickly increase the popularity of scenic spots and bring in passenger flow and income.
The reporter learned that many scenic spots are contracted and leased by a certain company, and they may "leave" after 5-10 years of operation. Therefore, they only care about immediate interests and have no long-term plans.
Some people in the industry said that regardless of whether some scenic spots have good products and services, they think that as long as they can “cheat” tourists, there will be benefits if they have accommodation and food.
Affected by the epidemic, the tourism industry is sluggish this year, and some scenic spots that have been poorly operated have been "skewed" in this regard.
Through false publicity, tourist attractions can often obtain high returns in a short period of time.
Taking the "Mirror of the Sky" scenic spot in Linwu Dishuiyuan Scenic Area as an example, the construction cost of the project totaled 15,000 yuan, and the turnover reached 400,000 yuan during the four days of opening to the outside world, with a profit of 153,000 yuan.
Tourism is an important support for releasing consumption potential and expanding domestic demand. The rise of "net celebrity attractions" reflects the growth trend of tourism consumption to a certain extent.
Industry insiders believe that false propaganda is a "one-shot deal". Such "net celebrity attractions" are destined to be "red for a while". Not only are their own operations unsustainable, they will eventually damage the entire tourism industry and the consumer environment.
According to Xinhua News Agency