"Variety + travel", after attracting visitors, we must retain visitors

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  In recent years, travel variety shows have continued to be popular. Traveling with variety shows and "checking in" star travel routes have become the choice of many young people.

Variety shows have increased the visibility of filming locations and promoted the development of local tourism. However, this kind of driving has significant timeliness. During the broadcast of the program, the attention of tourist destinations is generally higher, and the attention will decrease when the program ends.

  In addition, some places that have become popular with variety shows have also created new problems, such as a surge in tourists and insufficient reception capacity, single tourism products, and the embarrassing situation of tourists "attracting and unable to retain".

Industry experts believe that variety shows can only be used as an introduction point for local tourism. To achieve sustainable and healthy development, it is necessary to closely integrate local advantageous industries and carry out follow-up content deepening and marketing. The "fried cold rice" model is not desirable.

  The travel variety show "It’s just a teenager" recently concluded with a high score. Many netizens still have no idea after chasing the show.

  In recent years, travel variety shows have continued to be popular. Traveling with variety shows and "checking in" star travel routes have become the choice of many young people.

A report jointly issued by Mafengwo and China Tourism Research Institute shows that 24.5% of Chinese tourists will be tempted by the location of a variety show after watching a variety show. They want to experience the scenery in the lens and take the same route.

  Variety shows have increased the visibility of the filming location and promoted the development of local tourism.

There are not a few places that are popular with variety shows, but it should not be overlooked that some places quickly fell silent at the end of the show.

In terms of operation, the rapid increase in tourists, insufficient reception capacity, and single tourism products have also become problems affecting the development of tourism in these places.

Industry experts have suggested that the "fried cold rice" model in tourist destinations is unsustainable. Variety shows can be used to make a good travel business card and combine local advantageous industries to achieve sustained and healthy development.

  "The same style of celebrity" travel is sought after

  The parent-child variety show "Where Are You Going Dad", launched in 2013, became popular and was regarded as the initial success of the domestic "variety + travel" model.

While watching the adorable baby, the audience was fascinated by the beautiful scenery of the shooting location. Many people remembered places such as Puzhehei in Yunnan and Xuexiang in Heilongjiang.

  Travel variety shows have become popular since then, and programs such as "Flowers and Boys", "Wife's Romantic Travel", and "Youth Travel Notes" are very popular.

In addition, there are many other types of variety shows that also incorporate travel elements, such as "Longing for Life" and "Dear Inn" which advocate the concept of "slow life".

  In "Longing for Life", with a burst of soothing music, the natural scenery of the countryside slowly unfolds, and several stars make a fire in the farmyard to cook and work in the field.

The program attracted a large number of young urban audiences, making them yearn for the "Poetry and Faraway" rural life.

As soon as the show started in the fourth quarter, the tourist attraction in Xishuangbanna, the filming location, increased by 71.2% over the same period last month.

The fifth season's location in Taohuayuan, Changde, Hunan, after the broadcast of this year's program, the "May Day" holiday received a total of 207.5 million tourists, an increase of 119.57% year-on-year.

  In addition to the attractiveness of the humanities and natural scenery presented in the program, the "star effect" is also an important reason for making variety show sceneries a popular travel destination. There are not a few tourists who want to have a "star same style" travel route.

  Wei Xiang, a professor at the Institute of Finance and Economics of the Chinese Academy of Social Sciences, believes that in recent years, the form of tourism is accelerating from group tourism and sightseeing tourism to personalized, customized, and leisure tourism. Among them, the "fan economy" has also played a strong role in tourism development. The role of driving force.

  "Generation Z" is the main travel force

  The post-95 netizen "Orange Flavored Summer" is a "fan" of "A Longing for Life", which has been chased from the first season to the fifth season of the show.

On a recent trip, she went to Manyuan Village, Xishuangbanna, where the fourth season of the show was filmed.

  Data shows that the female and young characteristics of domestic variety show audiences are still significant, and with the popularity of travel variety shows, the proportion of young people generating tourism consumption is also increasing, and many young people have turned from viewers to tourists. Generation Z" is the main force among them.

  "Generation Z" usually refers to people born between 1995 and 2009, also known as the Internet generation and the Internet generation, and has gradually grown into an important tourist consumer body.

  Recently, the travel variety show "It's just a teenager", featuring unscripted autonomous holidays and showing the youthfulness and freedom of the teenagers, has been popular. Many young viewers want to take the same travel route.

High school student Kaka particularly likes watching this show. He is planning to travel during the summer vacation, "Going to Western Sichuan and Yunnan, eating the food they have eaten, and seeing the scenery they have seen."

  The "Generation Z Travel Consumption Change Report" shows that as of 2020, "Gen Z" consumption accounts for 40% of the overall consumption power.

Correctly capturing the tourism consumption preferences of contemporary young people has become a magic weapon for the tourism industry in the post-epidemic era.

  After attracting visitors, we must retain visitors

  Variety shows have inherent advantages in driving tourism with careful planning, professional shooting and production.

On the other hand, studies have shown that variety shows have significant timeliness in driving the development of destination tourism. During the broadcast period, the attention of tourist destinations is generally higher, and the attention will decrease when the program ends.

  In addition, some places that have become popular with variety shows have also created new problems, such as a surge in tourists and insufficient reception capacity, single tourism products, and the embarrassing situation of tourists "attracting and unable to retain".

  The second season of "Where Are You Going Dad" made the once little-known mountain village of Sunmiao Village, Jingzhou, Jingzhou, Hunan immediately become popular. Tourists from all over the world come here, but due to insufficient reception capacity, it was once overcrowded and affected. Tourist experience.

There are also some scenic spots under the name of a certain variety show location to drive up prices and cause chaos.

  Some experts believe that many popular outdoor variety shows have relatively small shooting locations, and some are located in more remote areas and do not have sufficient tourist reception capabilities.

A large number of tourists come here in a short time after the show is popular, which may cause damage to the local ecological environment.

These places should grasp the balance between development and protection, and plan and design healthy and sustainable development methods.

  "Variety shows can only be used as an introduction point for local tourism. To achieve sustainable and healthy development, it is necessary to closely integrate local advantageous industries and carry out follow-up content deepening and marketing. The'fried cold rice' model is not desirable." Wei Xiang said.

Tao Wen

Tao Wen

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