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At the moment when social media is popular, a "net celebrity" character and a song can often make a place a "net celebrity" check-in place.
However, if "net celebrity" cities want to have lasting vitality, they must not only rely on innovation in marketing methods, but also must have the competitiveness of product content, including the uniqueness of the product itself and the value it brings to tourists.
After Ding Zhen became popular, Litang became famous, "Beijing Guangcao" let Cao County out of the circle, "Mohe Dance Hall" brought Huomohe... One by one "Internet celebrities" destinations appeared, bringing new innovations to the tourism industry direction.
Gu Huimin, a professor at the School of Tourism Science of Beijing International Studies University, told the Workers’ Daily reporter that with the help of a special person, event, and music’s special influence, a tourist city can quickly attract attention, form a hot spot, and play a good role in publicity and promotion. Promotional role, therefore, may wish to use the unique advantages of social media to carry out marketing.
However, how to become popular for a long time after suddenly becoming popular, and how to change "net celebrity" to "changing celebrity" is an important issue faced by some tourist cities.
From "Ding Zhen Effect" to Mohe Out of Circle
Ding Zhen has become popular for more than a year.
Driven by the "Ding Zhen effect", Litang, a small county in the Ganzi Tibetan Autonomous Prefecture of Sichuan, has become a "city in the sky" that many tourists yearn for.
Affected by this, the local cultural tourism industry has developed rapidly.
On October 8, the Litang County Holiday Office released data showing that during the "Eleventh" Golden Week, Litang County received a total of 137,967 tourists and achieved total tourism revenue of 152 million yuan, an increase of 72.4% year-on-year.
According to the data from the enterprise search, there are currently 896 catering-related enterprises in Litang County, and 287 newly registered in the first November of this year, an increase of 85.2% year-on-year; there are 151 tourism-related enterprises in existence, and 26 newly registered in the first November of this year, which is a year-on-year increase. Up 13%.
One person can bring a city on fire, and so can a song.
Because of the song "Mohe Ballroom", China's "Northern Small Town", Mohe City, Heilongjiang Province, also successfully made its way out of the circle.
On November 17, Mafengwo Tourism and Tencent Cultural Tourism jointly released the "Tourism Buzzer" in the winter of 2021, showing that Mohe became a "net celebrity" destination with a song "Mohe Dance Hall" in the early winter.
After the song was released, the search popularity of "Mohe Travel Guide" in the Mafengwo station rose by 166%, and the search popularity of "Mohe Dance Hall" rose by 430%.
In addition, since October 24, more than 680,000 netizens have watched the scenery of Mohe through Douyin live broadcast.
From October 24 to November 6, the search volume of Douyin for "Mohe" increased by 621% biweekly.
Feng Guangqing, director of the Bureau of Culture, Sports, Radio, Film and Tourism of Mohe City, said in an interview with the media that "Mohe Ballroom", like the song "Chengdu", can become a local cultural symbol.
In the future, we plan to find a suitable location to restore the old ballroom and let this symbol continue to expand.
The traffic password behind the "net celebrity"
There are many cases where a song leads a city on fire.
Earlier, the highly vocal "Chengdu" brought fire to Yulin Road and taverns in Chengdu, and "The Shepherd of the Keketuohai" also made the beauty of Altay and Yili in Xinjiang known to more people...
"I went to Chengdu after being'planted grass' by the song "Chengdu", especially the phrase "I am eager to walk in the streets of Chengdu". I went to Chengdu in August last year and felt the city while listening to the song. The style of "Mohe Dance Hall" is particularly good. After listening to "Mohe Dance Hall", if it were not the cause of the epidemic, I would go to Mohe to check in." Ms. Fang, who works in an Internet company in Beijing, told reporters.
Some experts pointed out that a song can become the cultural imprint of a city, and it can also make tourists know and remember the destination.
At the same time, the popularity of short videos can also allow more users to learn more about each city through lively and interesting content, leaving a beautiful and deep impression, and driving offline "weeding" through online "planting grass".
Feng Guangqing said that short video has now become a ubiquitous medium. It has a huge potential customer base and is a market full of vitality.
If the perspective of a short video is a human perspective, it will give people a sense of substitution and accomplishment.
Then there is an array effect on the short video platform. Everyone shoots a certain check-in point and spreads it repeatedly, which will make people want to imitate.
"The emergence of "Internet celebrity" destinations one by one has brought new directions to the tourism industry. The huge economic effects of local talents and "Internet celebrities" brands have begun to appear." Feng Feng, head of Mafengwo Tourism Research Center Rao told reporters.
Let "net celebrity" cities become "changhong" cities
The role of "net celebrities" in promoting a destination and an experience cannot be underestimated, so how to cultivate "net celebrities" and make "net celebrities" cities become "eternal red" cities?
In order to cultivate a group of local cultural and tourism "net celebrities" creators, in November this year, the Shandong Provincial Department of Culture and Tourism and Mafengwo Tourism and other platforms jointly launched the "Incubating Shandong Treasure Players Project" for tourism experts, tour guides, and explanations in Shandong Province. Recruitment orders have been issued by cultural and tourism practitioners such as employees, non-genetic inheritors, as well as from the media and photographers, aiming to create new highlights in local tourism through local cultural and tourism “net celebrity” creators and drive the development of the local cultural and tourism industry.
"Local talents themselves live in Shandong and have a lot of convenience in content creation and output. They not only have a deep understanding of Shandong culture, but can also unlock new gameplay in time. Hopefully, by incubating local high-quality creators, they can give full play to them. The role of cultural and tourism spokespersons has continuously exported Shandong's travel inspiration." said the relevant person in charge of the Shandong Provincial Department of Culture and Tourism.
However, Gu Huimin pointed out that how to become popular for a long time after suddenly becoming popular is an important issue facing some tourist cities.
"Each city has its own distinctive image of cultural tourism. These are worthy of in-depth exploration. The traffic can be continuously enlarged by filming movies and branding events to create IP." said Wei Xiang, a professor at the Institute of Financial Strategy of the Chinese Academy of Social Sciences For example, Changsha Wenheyou has created a catering IP very successfully, and it has almost become a must-have landmark for travel to Changsha.
In Wei Xiang's view, for "net celebrity" cities, if they want to become "eternal red" cities, they also need to integrate the cultural and tourism industry into the local public service system and urban infrastructure construction.
By enriching the supply of cultural and tourism integration products, telling urban cultural stories, and optimizing the cultural and tourism consumption environment, while bringing a sense of gain and happiness to local residents, it also creates attractiveness to the outside world.
Gu Huimin said that if "net celebrity" cities are to have lasting vitality, they must not only rely on innovation in marketing methods, but must also have the competitiveness of product content, including the uniqueness of the product itself and the value it brings to tourists.
If there is no continuous innovation of products, appealing tourism content, high-quality services, perfect infrastructure, sound market governance, etc., it is difficult to last through the "net celebrity" effect alone.
Our reporter Yang Zhaokui