Short video tropical hot spots are heating up, and the number of check-in videos at niche attractions during the National Day holiday this year has increased by nearly 200% year-on-year.
Behind the "check-in fever", how can the scenic spot go further
How strong is the screen filter?
Recently, a series of topics related to "photos and cheats" at scenic spots have been on the hot search.
The sharp contrast between what netizens saw during the field visit and the filter photos sparked heated discussions across the Internet.
As of press time, related topics have been read more than 400 million times, and 47,000 people have participated in discussions.
Relying on the filter photos to get out of the circle has brought a lot of attention to many scenic spots.
However, a series of problems with these Internet celebrity attractions and niche check-in locations followed one after another-the wrong products, the lack of various supporting facilities, and the inability to provide in-depth travel experience... Faced with niche, high-quality, and diversified tourism Demand, how can the scenic spots behind the "punch-in fever" go further?
The popularity of "filter attractions" brings new problems
Case: This summer, Dong Sisi from Tangshan, Hebei, traveled by car with his friends. The destination he chose was Yuetuo Island, known locally as the "Little Maldives".
"That's not the case at all." Dong Sisi felt "lied" by comparing the pictures on social media. "I thought it was an exotic seascape. As a result, not only the scenery is average, but there are also many mosquitoes, and the sanitary conditions are relatively poor."
Recently, many scenic spots have been ridiculed "out of the circle" because of filters.
Searching for "Sanya Clear Water Bay" on Xiaohongshu, the reporter found that there are more than 8,400 notes, including the "Blue House" that was recently searched.
In the notes uploaded by many bloggers, this attraction was praised as "lonely and romantic" and "super movie".
Not long ago, some tourists who came here discovered that the "blue house" of netizen Meitu actually did not "look like this".
The real shots show that this is just an abandoned hut by the sea. The wall is mottled, the white door is missing, and a lot of weeds grow around it.
Netizens are not the only spot on the internet celebrity.
On the seaside of Jinshatan Beach in Qingdao, Shandong, "The World of Trumen" has the same "White Sky Ladder by the Sea", which is just a half-length white staircase on the beach; the pink beach of Chengjiang, Yunnan is not as dreamy as the net pictures, netizens After the field visit, he said that "sand is brick red, and the pink color may need to be retouched."
Numerous Internet celebrities cheated and cheated, causing a lot of complaints.
Cheng Chaogong, the chief researcher of Tongcheng Research Institute, pointed out that most of the "filter spots" on the hot search are not commercial operation spots, but some niche, non-commercial Internet celebrity check-in points.
Checking in to such scenic spots is a new travel trend for young tourists in recent years.
"Filtering spots" aroused netizens' disgust, and reminded scenic spots operators that scenic spots need to provide truly high-quality services and experiences. It is not a long-term solution to rely on "photo tricks" to become an Internet celebrity.
“The display of scenic spots and the comments of tourists on the online travel platform are relatively objective. Compared with the photos posted on social media, the photos posted on social media are more photographic and may be quite different from the real scene.” Weng Yan, who works on an online travel platform, believes, “ Taking beautiful photos while traveling and sharing them on social media is mostly for recording purposes. If you are promoting as a blogger or have a recommendation purpose, the publisher’s description of the attractions should be more objective, with excessive filtering and composition. It will mislead users."
"Have you been fooled by Internet celebrity attractions?" Faced with this question, Weng Yan said that choosing carefully and doing enough "homework" are all necessary conditions for a good travel experience.
During the National Day holiday this year, many tourists came to a certain "net celebrity" scenic spot in Shandong. Due to lack of preparation, they had to stay warm in the scenic bathroom for the night.
"When making travel choices, after being attracted by Meitu, tourists still need to consider various factors and prepare for travel." Weng Yan suggested.
The chaos of "filter spots" puts forward higher requirements for platform supervision.
Cheng Chaogong said that on the one hand, the platform can regulate content release from the perspective of operation and management, especially restricting the content of commercial promotion; on the other hand, it can establish an effective two-way feedback mechanism to allow consumers to see many aspects. Content and feedback to make travel choices that meet your needs.
"Minority check-in" reflects the diversification of tourism demand
Case: A few days ago, the 2021 National Day Tourism Data Report released by Douyin showed that the popularity of short videos in recent years has driven many unpopular attractions to heat up.
During the National Day holiday this year, the number of check-in videos in minority attractions increased by nearly 200% year-on-year.
Among them, this year's "popular" Guizhou Asilixi and Getu River Scenic Spots ranked second and third among the niche attractions with the most likes during the National Day, and the number of likes increased by more than 70 times compared with the same period last year.
Not long ago, under the influence of cold air, the temperature in Luoyang, Henan Province dropped, and Laojun Mountain Scenic Spot was covered in silver overnight.
Zhang Jinhui, a Henan girl working in Beijing, caught the snow scenes taken by tourists in the scenic spot on the short video platform.
"This scenic spot is in my hometown, but I've never been to it before. I didn't expect the Snow Queen to be so beautiful." She told reporters that she often "sweeping" the beautiful scenery in videos, and already "planting grass" many people want to check in. Scenic spot.
In recent years, platforms such as Xiaohongshu, Douyin, and Kuaishou have promoted the rapid spread of niche check-in.
Qinghai Chaka Salt Lake, Chongqing Hongya Cave, Xi’an Yongxingfang Wrestling Wine in Shaanxi Province, Xinjiang Kanas Scenic Spot... A number of new attractions have begun to explode on short video websites and social platforms, and new ways of playing such as camping and picnics have also become popular. A new choice for young people to travel.
Cheng Chaogong's analysis pointed out that as the Internet has fully entered the "Era of Light and Shadow", Internet celebrity marketing is in full swing, and more and more destinations are promoted through the model of online celebrity marketing.
At the same time, social sharing has become an indispensable link in people's travel consumption process. Driven by the sharing craze, Internet celebrity attractions have become more "red".
"Minority check-in" also reflects people's demand for diversification and quality of domestic travel.
Cheng Chaogong said that in the context of the normalization of epidemic prevention and control, short-distance and high-frequency surrounding tours have become the main means of leisure travel for travelers. Travelers hope to explore the fresh gameplay and niche attractions around the city to seek different travel experiences.
From the perspective of tourism consumption trends, tourists are increasingly keen to find niche destinations, which reflects the diversified trend of the era of popular tourism consumption.
At present, traditional tourist attractions are mainly constructed according to a single standard, which is difficult to meet the increasingly diversified needs of consumers.
In the face of people's growing new demand for tourism, how to further increase the supply of high-quality tourism products?
Shan Gangxin, director of the Resource Development Department of the Ministry of Culture and Tourism, stated that it will optimize the spatial layout, promote the coordinated development of urban and rural areas, and build a group of world-class tourist attractions and resorts with rich cultural heritage, as well as national-level tourism and leisure cities with distinctive cultural characteristics. Blocks, with a rich supply of high-quality products to meet the development needs of the mass tourism era.
In Tonggu County, Yichun, Jiangxi, in order to explore the red culture and enlarge the tourism brand effect of "longevity bronze drum, health resort", a number of characteristic scenic spots such as Tangli, Tianzhu Peak and Qixingling have been built in the local area. Village tours featuring farm cooking, eating farm meals, and experiencing farm life have become a new highlight of local tourism, and many villagers around the scenic spots have eaten “tourism meals”.
How does the scenic spot really retain tourists
Case: Since the beginning of this year, works such as "Tang Palace Night Banquet" and "Luo Shen Water Fu" launched by Henan have successively "out of the circle", attracting many tourists with cultural elements.
Statistics from the Department of Culture and Tourism of Henan Province show that during the National Day this year, Henan Province received 66.507 million tourists, ranking second in the country, with tourism revenue of 32.232 billion yuan.
One night more than 1,300 years ago, Tang Gaozong Li Zhi and Wu Zetian hosted a banquet at Shangyang Palace in Luoyang. A group of graceful musicians attended the banquet and performed.
At the beginning of this year, the "Tang Palace Night Banquet" performed in Henan Spring Evening took this as the background, using 5G, AR and other technologies in dance works to put virtual scenes on the real stage.
Following in the footsteps of the girls of the Tang Dynasty, cultural relics such as the Lotus and Crane Square Kettle, the Bone Flute of Jiahu, the Owl of the Woman, and the magnificent Tang Palace buildings were presented to the audience vividly.
The vivid presentation of cultural elements made this work quickly become a fan of countless fans, and it also drove the popularity of Henan Museum, attracting a large number of tourists to "check in".
Culture "lives" and drives tourism to become popular.
In recent years, "Seeing Pingyao Again", "Seeing Dunhuang Again", "Only Henan·Drama City", and "Happy Events in Nanjing" and other contextually integrated performance projects have used immersive narration methods and diversified stages to present local cultural characteristics. The story has brought a tourist boom to the local area.
Industry experts said that many immersive cultural tourism products have different story lines. Many viewers have visited multiple times and unlocked different clues each time. This kind of sustainable performance has brought continuous consumption and consumption to the scenic spot. Spreading effect.
The excavation of culture has also promoted the "going out" of more niche attractions.
Located in the Guanyin Mountain National Forest Park in Zhangmutou Town, Dongguan, Guangdong, it is surrounded by mountains and lush primary secondary forest.
"In order to create a famous cultural mountain, Guanyin Mountain has cultural activities one after another. There are nearly 50 large-scale and influential cultural activities held every year, with an average of three or four in a month, attracting a large number of tourists." Huang Ganbo, chairman of Guanyinshan National Forest Park, introduced.
Cheng Chaogong believes that to attract tourists, a scenic spot must first create its own product value, present the true service and experience of the product to consumers and potential consumers, and then enhance the popularity of the scenic spot and gain market recognition.
Secondly, scenic spot marketing should actively transition to data and intelligence, and build its own brand influence through emerging technological forces and marketing methods.
In-depth deconstruction of user groups and their consumption needs through dataization, and accurately convey the value points of products that meet these consumer needs to the target audience.
In addition, the scenic spot can also combine its own resource endowment with cultural elements to launch in-depth experience products that meet the consumption needs of tourists, so as to impress more young consumers.
The Internet has become a new method for scenic spots to "out of the circle", and the mode of searching while traveling has attracted many tourists to the scenic spots.
On the Douyin platform, searches for "Scenic Area Guide" and "Travel Guide" have increased by over 8 times and 4 times respectively over the same period last year.
The communication method of "short video + live broadcast", accompanied by the cultural and tourism industry, has become a "display window" of tourism resources in scenic spots.
Ding Zhen, who unexpectedly became popular on Douyin at the end of last year, increased the search volume of "Litang" by more than 5 times year-on-year; through the live broadcast, the female county magistrate He Jiaolong on horseback "brought fire" to Zhaosu County, Ili Prefecture, Xinjiang .
From sharing beautiful photos, to live broadcasting, to developing new gameplay, tourist attractions and scenic spots across the country continue to explore and tap new paths for the promotion of tourism resources.
Drive around the island with an ATV, eat a buffet, and play various projects on the water... In June this year, the Kuaishou "Travel Adventures·Fun Fun Carnival" event held in Wuzhizhou Island Scenic Area, Sanya, Hainan, set up interactive exhibition areas, A series of links that meet the needs of young tourists, such as reality show, anchor water challenge, pool party, and music festival, have attracted tens of thousands of tourists to Wuzhizhou Island.
In addition, since the beginning of this year, the popularity of "cloud tourism" has not diminished.
The scenic spots spontaneously broadcast live, and a large number of tourists broadcast live sharing of travel in more than 100 scenic spots across the country, attracting millions of "cloud tourists" to the scenic spots.
Dai Bin, president of the China Tourism Research Institute, pointed out that the scenic area should use global operations as the starting point for breaking through the "wall".
This is not a "wall" in the physical sense, but a change in operational thinking.
The scenic area breaks through the restriction of the "enclosure wall" and will have a broader space for development.
(Our reporter Yao Yaqi)