【Narration】

In recent years, I have released a total of more than 60 short videos, and maintain a fixed update frequency, at least one short video a month. A lot of people ask me, why do you want to make videos? From the perspective of tourism resources and geographical location, there are many famous mountains and rivers in Sichuan Province, such as Mount Emei, Leshan, Jiuzhaigou... In contrast, Qingshen County has received slightly less attention.

However, Qingshen also has its own characteristics, such as Dongpo culture, bamboo weaving culture, silkworm bush culture, etc. So, I began to think: how to organically combine culture and tourism to form a long-term attraction and attract more traffic and tourists? Subsequently, I set my sights on the popular short video platform, hoping to use the communication advantages of new media to let more tourists understand Qingshen and come to Qingshen.

On April 2022, 4, the short video I appeared in was posted on the "Sichuan Cultural Tourism" video number, and the title of "Cultural Tourism Director Says Cultural Tourism" appeared for the first time. The Department of Culture and Tourism of Sichuan Province immediately launched the brand of "Cultural Tourism Director Speaks of Cultural Tourism", which guided the directors of cultural and tourism bureaus of various cities (prefectures) and counties (cities and districts) to join it, attracting a lot of traffic.

In the first year and a half, in order to save money, our short video team only had three people in total, covering various tasks such as videography, copywriting, planning, venue affairs, etc., and sometimes even without clothing, I would ask a friend to borrow it. I often jokingly call our small team "grass teams".

Under normal circumstances, I can only shoot short videos outside of my job, and the shooting time is very fragmented. Many times, I have a meeting in the morning, so I can only rush to shoot at noon, and then hurry back in the afternoon to continue working. Less shooting time will undoubtedly affect the video quality.

However, I felt the "spillover effect" of shooting videos - successfully using "small money" to do "big things". From March to April this year, the number of people who came to Qingshen County to watch fireflies exceeded 3,4, driving tourism consumption of 20 million yuan, the highest in history, and bringing tangible dividends to our local development.

After the local cultural tourism "out of the circle", it also forced Qingshen tourism infrastructure to upgrade its quality. Many netizens left messages in the comment area, suggesting that service facilities be added to firefly viewing areas and road conditions improved. In the face of these feedbacks, we paid attention to and made improvements in a timely manner, hoping to optimize the visitor experience and turn "first repeat customers" into "repeat customers".

As more and more cultural and tourism bureau directors have joined the tide of short videos, I found that some netizens have experienced "aesthetic fatigue", which made me realize the importance of "content innovation". Next, I plan to base on the characteristic culture of Qingshen, dig deep into the cultural core, and integrate it into short videos, not just limited to landscape display. Becoming popular is only a starting point for development, turning "Internet celebrity" into "long red", turning "traffic" into "retention", and we need to continuously improve cultural tourism services and vigorously develop the cultural tourism industry.

(Interviewed by Zhang Ziyi, correspondent of this newspaper, and Zhang Zheng, reporter of this newspaper)