"Now the directors of cultural and tourism bureaus in various places are really 'rolling' to the sky!" Hundreds of millions of netizens are exclaiming.

With the acceleration of the recovery of cultural tourism across the country, a group of cultural and tourism directors in Guangdong have also "opened up" and joined the wave of "involution" to promote local cultural tourism resources by means of cross-dressing, talent show, and challenge the limit, which has been well received and has become a hot topic in Guangdong's cultural tourism at present. The director of the Yunfu City Bureau of Culture, Radio, Television, Tourism and Sports jumped from a high altitude, and the "roll" to the sky also "spoke" for his hometown, and the video became popular in the circle.

The reporter interviewed many of them cultural and tourism directors in Guangdong to introduce the reasons for their "out of the circle" and their next plans; Cultural tourism marketing experts also pointed out that shooting videos should also find the correct local positioning to avoid counterproductive.

【Director, please】

Please see the director of Guangdong Culture and Tourism organized a group out of the circle

The "immortal inner scroll" of the directors of cultural and tourism bureaus across the country was also transmitted to Guangdong. The provincial cultural and tourism work conference held more than one month ago proposed that Guangdong cultural tourism should promote high-quality development in terms of facility construction, high-quality cultural tourism supply, high-quality IP cultivation, publicity and promotion, and policy innovation. Guangdong, which has always been low-key and pragmatic, in less than one month, Heyuan, Jiangmen Heshan, Pengjiang, Shaoguan Shixing, Renhua, Qingyuan Lianzhou, Yunfu and other city (county) cultural and tourism bureau directors have "gone to war" and showed their talents, which is breathtaking:

Zeng Yongzhen, director of Heyuan Culture, Radio, Television, Tourism and Sports Bureau, wore various Hakka costumes and played calls at many Internet celebrity tourist attractions in Heyuan, showing off the beautiful scenery of Heyuan. Tse Wenqing, Director of Heshan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, changed from a suit and leather shoes to a Wing Chun grandmaster, introducing the culture, food and beauty of Heshan Gulao Water Town in a vivid way; Zhu Wanji, deputy director of Pengjiang District Bureau of Culture, Radio, Television, Tourism and Sports, performed Hong Kong style, national style and Cantonese opera style in "Crazy". Huang Ying, deputy director of Shaoguan Renhua County Bureau of Culture, Radio, Television, Tourism and Sports, led everyone to transform into ancient beauties and dance in the twilight of Danxia; Li Xinbing, secretary of the party group and director of the Shixing County Bureau of Culture, Radio, Television, Tourism and Sports in Shaoguan, dressed in ancient costumes, met a number of deputy directors in the depths of a peach forest. Deng Jinmei, deputy director of Qingyuan Lianzhou City Bureau of Culture, Radio, Television, Tourism and Sports, wore different costumes as the scene changed. Introduce the beautiful scenery and cultural characteristics of Lianzhou one by one.

Huang Xiaojian, director of the Yunfu City Bureau of Culture, Radio, Television, Tourism and Sports, even flew above the clouds and used the method of skydiving at a height of thousands of meters to attract the heartbeat of the audience.

The "fancy" of these "treasures" in Guangdong is out of the circle, which not only allows people to see the foundation of the high-quality development of Guangdong's cultural tourism, but also makes people see the new attempts of local cultural tourism to "break the circle" in the traffic era.

Fight "Wing Chun" to face the battle, and the Heshan Cultural Tourism is out of the circle

Interviewee: Xie Wenqing (Director of Heshan Municipal Bureau of Culture, Radio, Television, Tourism and Sports)

Xie Wenqing, director of the Heshan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, is a crab eater in the video of the director of the Guangdong Bureau of Culture and Tourism.

Speaking of the original intention of shooting the above video, in fact, in October 2022, shortly after he became the director of the Heshan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, a voice suggested that Xie Wenqing go out of the circle to shoot a video for Heshan Cultural Tourism to promote it. As early as when he was the secretary of the town party committee in Gulao Town, he had already registered a short video account to promote the cultural tourism of Gulao Water Township, which attracted the attention of 10,5 fans, but the video basically did not appear on camera, let alone "show talent". "Therefore, at that time, there were still some scruples, worried that there would be negative public opinion if the administrative leading cadres appeared on the 'show'. In addition, the administrative work was also busy, so it was postponed. ”

When he noticed that since the Spring Festival this year, the enthusiasm for videos of cultural and tourism bureau directors across the country has risen again, but as a strong tourism province, Guangdong is still relatively lacking in this regard, so he thought, Heshan cultural tourism resources are also rich, "Why can't we come and push it, can we eat crabs?" At this time, the number of fans of the short video account he used to vigorously promote Heshan Cultural Tourism had risen to more than 8,<>. When he reported the idea to the secretary of the Heshan Municipal Party Committee and the mayor, he received strong support.

Why did you choose Wing Chun and Kulao Water Town as the performance content of your short videos? Tse Wenqing introduced that in the development and inheritance of Wing Chun, Wing Chun Grandmaster Ryazan in the late Qing Dynasty played a great role, and he was very influential and fans at home and abroad, he was a Crane Mountain Gulao person, and there are still many Wing Chun people who practice Wing Chun, so Ryazan Wing Chun has become a valuable IP of Heshan Cultural Tourism. The 10-square-kilometer Gulao Water Town is the most original water town in the Pearl River Delta, and now it has introduced the development of OCT Group, which is the moon of Heshan Cultural Tourism. He is also the new president of the Ryazan Wing Chun Cultural Promotion Association, so combining the two is the best promotion content of Heshan Cultural Tourism.

When Xie Wenqing's video was launched, it achieved amazing results, and suddenly made Heshan Cultural Tourism out of the circle. He revealed that the attention of the attractions in Gulao Water Town in OCT has increased sharply from more than 7000 million people to 1 million in recent days. His own video account has more than 3.380 million views, 11,3 likes, and has also increased with more than 1,500 traffic per hour, I believe it can reach <> million views, which is worthy of the first wave of video dividends out of the circle. He also hoped that the directors of cultural and tourism bureaus in Jiangmen and even the whole of Guangdong would come out to publicize it. "Because the director of our cultural and tourism bureau appeared on the camera to endorse, the content itself has credibility and authority, narrowing the distance with tourists, and this kind of promotion effect is better than celebrity endorsements." When the people were watching the excitement, they received the cultural tourism resources of Heshan and moved him to take a look. He further said that as the director of the Cultural and Tourism Bureau, he pays attention to the hot spots in the society, grasps the hot spots, the cost of shooting is not high, and amplifies the publicity effect, so that more funds can be used to do a good job in people's livelihood.

For the traffic attention brought by the circle, Xie Wenqing believes that the next step is to "practice internal skills" to do a good job in all aspects of the tourism environment of Heshan, make the tourist route good, and make tourists satisfied. In terms of publicity, it is still necessary to take the road of new media, especially the short video platform, in addition to promoting attractions in normal ways, but also to use relatively novel, humorous, and unique visual perspectives to promote tourism resources. "My personal administrative work is relatively busy, so when I see a better idea, to some more critical nodes, I go out of the circle again, to promote it, such as the image of the current Ryazan Wing Chun IP. Even some challenges that attract everyone's interest are fine. Xie Wenqing said.

The director appeared en masse, and Shixing had already arranged the next step

Interviewee: Li Xinbing (Director of Shixing County Bureau of Culture, Radio, Television, Tourism and Sports)

Compared with the directors of cultural and tourism bureaus in other places, Shixing County is a little different, and Li Xinbing, director of the Bureau of Culture, Radio, Television, Tourism and Sports of Shixing County, appeared together with three deputy directors. Li Xinbing said that during the New Year's Day this year, the "Ten Scenes of the New Era of Shixing" selected by Shixing County was officially unveiled, and the idea of improving the popularity of the ten scenery was born at that time, so it conformed to the upsurge of "endorsement" by the directors of cultural and tourism bureaus across the country. "During the Lantern Festival, we shot the first video to endorse the ancient rhyme before the week of the first ten scenes of the new era, and the response was good at that time, so in conjunction with the 'Eight Ridges of the Circle' cycling activity, we immediately followed by the second short video of 'Departure to Spring', and now the spring, summer, autumn and winter four seasons endorsement video. These three endorsement videos, which were personally starred by the director of our Bureau of Culture, Radio, Tourism and Sports, cadres and staff, have all received good responses on the Internet. He introduced that these several shootings were jointly participated by the bureau's leadership team, each of them played their specialties and played characteristic roles, and found good ideas and good ideas in the filming process to immediately communicate, and strive to shoot the video well, in fact, the main purpose is to hope to publicize our Shixing through self-media videos and the Internet, and improve the popularity and reputation of our Xingxing's cultural tourism.

Although the current response is very good, to a certain extent, in line with the expected publicity effect, but only the current three videos can not fully present the cultural tourism resources of the beginning. Li Xinbing said: "I think as long as it is positive and positive, and can effectively publicize the practice of Shixing Cultural Tourism, we should adhere to it. Next, under the premise of guarding the bottom line, we will fully combine the beautiful scenery of the four seasons of Shixing, regional characteristics and the ten new scenery of Shixing, plan and shoot theme endorsement videos, and vigorously promote Shixing cultural tourism and characteristic products with the help of Internet communication advantages, so as to enhance the popularity and influence of Shixing in the Guangdong-Hong Kong-Macao Greater Bay Area and even the whole country and the world. At the same time, according to the response of the network, we will optimize and improve the supply of cultural tourism products and the quality of tourism services, and strive to let more people understand, understand and fall in love with Shixing. ”

Highlighting the history and humanities, Lianzhou will do a good job in tourism services

Interviewee: Deng Jinmei (Deputy Director of Lianzhou Municipal Bureau of Culture, Radio, Television, Tourism and Sports)

"If you ask about Lianzhou, only a thousand mountains are not as good as paintings. Welcome to Lianzhou, the first state of Qinhanlingnan! "When Deng Jinmei, deputy director of the Lianzhou Municipal Bureau of Culture, Tourism, and Sports, walked under an umbrella at the South Tianmen of the Qin-Han Ancient Road, the ancient rhyme presented the rich history and culture of the Qin and Han periods in Lianzhou.

Speaking of the reason for making this video, Deng Jinmei said that now cultural and tourism bureaus in many places across the country are "opening the book", and even the prefecture is actually seizing hot spots. Showing the history and beautiful scenery of the area: "Not being a professional actor, playing a video role, is also a great challenge for me. "Lianzhou pays great attention to the high-quality development of cultural tourism, and although it is under pressure, it can also become a driving force. She said that the time to shoot the video is very short, from planning to filming and release, it only takes a week. The idea revolves around how to highlight the history and humanities of Lianzhou, from history to modernity, so that everyone can see it.

After the video went viral, Deng Jinmei told reporters that the greater focus at this stage is still on integrating tourism resources and improving the quality of tourism services. At this stage, there are no clear plans for the next video; As for whether to continue with more in-depth shooting or display, it may have to be considered separately.

The effect of the director's endorsement is obvious

After these cultural and tourism directors "went out of the circle", did they bring tourists to the local area? Data obtained by the reporter from a number of online travel platforms show that since the beginning of this year, tourism-related orders in the regions endorsed by the director of the Cultural and Tourism Bureau have increased year-on-year to varying degrees, and have also increased sharply compared with the same period in 2019.

Qunar's data shows that as of March 3, the two-week bookings for tickets for regional scenic spots endorsed by the director of the Cultural and Tourism Bureau increased 6 times from the same period last year and 158 times from the same period in 2019. The number of hotel bookings in the region endorsed by the Secretary for Cultural Affairs and Tourism increased by 21 times compared with last year and 76 times over the same period in 2019. Industry analysts believe that it is mainly due to the incremental changes brought about by the lifting of epidemic quarantine measures, and the directors of cultural and tourism bureaus have played a positive role in promoting it.

At the end of last year, the topic of the director of the Cultural and Tourism Bureau becoming popular on the Internet caused heated discussions. Taking Hubei Suizhou and Sichuan Ganzi as examples, Tongcheng Travel data shows that during the Spring Festival in 2023, Suizhou and Ganzi travel demand was strong, and the number of hotel reservations in Suizhou during the Spring Festival increased by 2022.68% compared with 4. Hotel bookings in Ganzi Tibetan Autonomous Prefecture increased by 94.97% year-on-year. Judging from the situation after the Spring Festival, Mafengwo's data shows that since February this year, the search popularity of tourism searches in relevant places "out of the circle" of many tourism bureau directors has increased to varying degrees.

While the director of the Cultural and Tourism Bureau is out of the circle, it also plays a role in quickly regulating the tourism market. Recently, in Kardze Prefecture, Sichuan, some netizens complained about Kangding Hotel on the short video platform, which caused social concern. Liu Hong, the local "Internet celebrity bureau chief" who often personally shoots promotional videos, also responded immediately, eventually sealing the hotel and ordering it to close down for rectification; Publicly apologize to the parties and netizens; Refund the parties and negotiate compensation. This result of handling is timely, strict and fair, bringing comfort to relevant tourists and netizens.

【Expert Comments】

Interviewee: Xiong Xiaojie (Cultural Tourism Marketing Expert)

Emphasis on creativity

Don't just be "a gust of wind"

Yangcheng Evening News: How do you view the phenomenon of cultural and tourism directors working hard to "show up" for local cultural tourism?

Xiong Xiaojie: The enthusiasm of the director of the Cultural and Tourism Bureau to endorse the local people, live broadcast, shoot short videos, etc., is a good thing worthy of high recognition. As a breakthrough in the traditional cultural tourism publicity and promotion mode, in the communication environment of all-staff media, everyone is a communicator, and the number one in the cultural and tourism department of the city or region takes the lead in setting an example, which is worthy of encouragement. Especially as the director of the Cultural and Tourism Bureau, he should be good at discovering fun and beauty in life, and have the responsibility to convey the beauty of local cultural tourism to the general public and tourists.

For cultural tourism projects, content marketing and social communication are the most effective communication methods, and the low cost has achieved relatively good results. Therefore, regardless of whether the region's cultural and tourism resources are abundant, such communication and promotion methods should be well utilized.

Yangcheng Evening News: From the perspective of marketing expertise, is it worth sticking to the video made by the director of culture and tourism for a long time?

Xiong Xiaojie: Nationwide, the short videos of cultural and tourism bureau directors can indeed bring high attention, obtain high traffic and increase popularity for local areas in a short period of time. It is important to note that you can't just be a short-term behavior of the "gust of wind" style, and put it aside after trying it; It is necessary to "go out of the circle" through the director of culture and tourism, and insist on content production and new media to create social communication. If every director of the Cultural and Tourism Bureau can make a successful self-media, continue to build a personality, continue to produce content, and continue to have influence, this will be more expected by everyone.

It is more important to continue to deepen and mobilize colleagues, scenic spots under their jurisdiction and local people to form an atmosphere of all-staff marketing, rather than just one person performing there. For example, in the successful case of cultural tourism marketing, the "Kumamoto surprise" of the Japanese "Kumamoto Bear" is worth learning from, launching a cultural tourism project experience for the people of Kumamoto Prefecture, excavating the cultural tourism project experience worthy of recommendation to the outside world in Kumamoto Prefecture, and using the national communication boom to achieve great success. A similar approach would be better than the "one-stop" style of the director of the Cultural and Tourism Bureau.

Yangcheng Evening News: When foreign provinces and even foreign tourists may have a relatively fixed impression of a certain place, what should the directors of cultural and tourism bureaus do later?

Xiong Xiaojie: In order to break through the stereotype of foreign tourists, it is very important to find the local brand positioning. If this fixed image is the local brand positioning, then it needs to be continuously strengthened and deepened. If this inherent impression is not clear, the positioning is not clear, or the positioning is biased, then the cultural and tourism department first needs to adjust the positioning, adjust the positioning correctly and then do the dissemination, otherwise it will be completely different and the effect will be counterproductive.

Moreover, the short video content method needs to be innovative, do not "people ride horses I also ride, others practice martial arts I also practice martial arts", imitation and plagiarism will lead to homogenization. The Cultural and Tourism Secretary needs to be more creative and creative in the endorsement process, and this future can be expected.

In short, innovation is needed in form, but brand positioning must be clear, accurate, and persistently strengthened.

Yangcheng Evening News, March 2023, 3, version A16