ChinaWiki
Search
  • Home
  • All
  • Travel
  • Singers
  • Hot
  • Movie
  • Music
  • Personage
  • ScenicSpot
  • Food
  • Provinces
  • Opera
  • WebSite
  • Insurance
  • Banks
  • Dynasty
  • Hotels
  • Idiom
  • Schools
  • Performers
Home > travelcina1com

A city with a fire by one Cold thinking behind Ding Zhen hot

Time: 2020-12-07 16:19:50 Author: ChinaWiki.net

With the popularity of microblogging for nearly seven months, the popularity of microblogging has been created for a long time. At the same time, the hometown of Ding Zhen, Litang County, Ganzi Tibetan Autonomous Prefecture, also ushered in several times the search volume and real gold and silver tourism orders.

From a short video to a tourism boom, how to understand the "pusher" of this phenomenon? What are the inspirations?

This is Ding Zhen (taken on December 2) on his way home from Litang County. Photo by Shen Bohan, Xinhua News Agency

On December 4, Xia Han, general manager of Jingyu group whale scenic area investment and operation group, told China Business Daily: "from the whole process of Ding Zhen hot search event, it can be summarized as" ugc-pgc-ugc "content production mode, forming a digital content marketing closed-loop, that is, grasping the accidental Internet high-quality UGC, conducting deep PGC development and operation, and finally transforming into a wider area UG C effect. "

On December 2, the relevant person in charge of the wooden bird B & B told reporters that in 2020, the suppressed tourism demand of users due to the epidemic situation will be released through the incident of Ding Zhen. Behind Ding Zhen's popularity, it is the user's yearning for traveling.

People call for "simplicity and beauty"

The person in charge of the above-mentioned wooden bird homestay believes that behind the Ding Zhen phenomenon, "in fact, it is everyone's yearning for the primitive beauty and the simple beauty.". Combined with people's strong willingness to travel, "bump" together, forming an explosive effect.

Ding Zhen is at his home at the foot of gnei snow mountain in Litang County (photo taken on December 2). Photo by Shen Bohan, Xinhua News Agency

In the case of outbound tourism being affected, going to minority destinations is just a phenomenon presented this year. According to Feng Rao, the director of mahoneycomb Tourism Research Center, on the surface, Ding Zhen's popularity is an accidental phenomenon, but Ganzi, a newly emerging tourist destination with beautiful natural scenery, unique folk culture and relatively small number, has great potential to become a popular choice for young tourists in the future.

On December 3, Feng Rao told reporters that since the summer of this year, Ganzi's popularity in the mafengwo platform has been maintained at a high level. On the eve of the national day, Ganzi Prefecture, its Moshi Park, lenggecuo and other scenic spots were listed in the list of new niche destinations released by mafengwo. Ganzi Litang is now popular, he believes, showing the prediction of "emerging minority tourism has become a prairie fire".

On December 2, a person from Tongcheng Research Institute mentioned that for tourism consumption, Ding Zhen represents the "new trend of the country", that is, when outbound travel is not possible, dig deep into the beautiful scenery and even lovely people that are "buried" by the traditional tourism mode in China.

From this, Xia Han saw the "trilogy" created by cultural tourism IP: "personality, vision and story. That is, Ding Zhen's unique Tibetan and simple personality; the visual system of appearance, Tibetan clothing and white horse; Ding Zhen's world and self narration

"The beauty of Ding Zhen is a kind of differentiated content from the perspective of marketing." Xia Han believes that it is difficult to form strong contrast, distance or yearning content with tourists' habitual cognition and daily life, and it is not easy to form strong communication content. Content mining and packaging is the starting point of marketing, followed by the combination of media matrix. Sichuan and Tibet are rich in natural and human resources, which have the space to explore the different contents.

Relevant tourism organizations have new media thinking

"Opportunities are reserved for those who are prepared". For Ding Zhen phenomenon, people in the industry believe that Ganzi's tourism decision-making preparation in peacetime makes it able to undertake people's sudden tourism enthusiasm.

Feng Rao suggested that if "Ding Zhen" was only a seven second video, he might be forgotten by netizens as soon as other social media hotspots.

This is the town of Litang, Ding Zhen's hometown, bathed in the morning light (photo of UAV on December 2). Photo by Shen Bohan, Xinhua News Agency

"In order to develop tourism, Ganzi and Litang have already accumulated abundant online tourism assets and transmitted local tourism information and characteristic resources to the public through various activities and platforms." Feng Rao said that there are a lot of tourism strategies about Ganzi and Litang accumulated on the platform of mafengwo.

Information from Ctrip shows that before Ding Zhen became popular, Ganzi Prefecture had prepared for free tickets. Many scenic spots, hotels and air tickets can be reserved in Ctrip. Ding zhenhuo up, the original information network to play an immediate effect, the first group of Ctrip passengers on New Year's day to lock in Ganzi. On Ctrip, there are 2000 Ganzi tourist routes. The "private group" which can form a group of two people has the fastest growth. The number of applicants for Ganzi self driving tour and Ganzi mountaineering theme tour increased by 30% to 50% compared with last year.

In Xia Han's view, the change of Tourism Organization thinking also lies in "seizing the chance of Internet high-quality UGC, then conducting deep PGC development and operation, and finally transforming into a wider area UGC effect".

Yuan Lei, vice president of Sichuan shede culture and tourism marketing, told reporters that, first of all, due to Ganzi's rapid response to the phenomenon of "Ding Zhen online popularity", tickets for 67 A-level scenic spots in Ganzi Prefecture in winter are free, which also forms the factor of enlarging the spread. In addition, similar to the "little sister of the tumbler" in Xi'an Cultural Tourism, Ganzi also formed a new tourism cognition through "Ding Zhen".

"Local tourism bureaus and tourism institutions are becoming more and more sensitive to the new media marketing, more and more professional marketing techniques, and more and more strong social marketing awareness of positive hot spots and online celebrities." Xia Han believes that it is the future trend that the concept of knowledge and creative resources will be used more and more attention should be paid to the emotional connection between tourists and destinations in marketing strategies.

After the heat?

Wood bird B & B related people put forward that behind Ding Zhen's unexpected popularity, it was the result of the local tourism related departments laying a good foundation and paving the way, but its applicability is limited.

"However, this kind of path to promote the development of local tourism by relying on the sudden popularity of plain people online is not suitable for all tourist cities. After all, there are only a few online celebrities that can bring huge traffic, so we can't hope for it." The person said.

He believes that for Ganzi cultural tourism, the more important thing in the future is to excavate the local beauty, constantly improve the tourism supporting facilities, and ensure a good tourism experience for users. "To lay a good foundation for Hukou stele is the first step to promote the development of local tourism."

Xia Han believes that if the infrastructure is not in place and the tourism products are rough, it is difficult to guarantee the user experience when Internet celebrities come to the tourist destination. In the end, the online hot spots can only become slot points. He believes that destination operation needs to return to the original intention and take user experience as the first KPI indicator. In addition, the creation of Ding Zhen IP also needs to carry on the continuous operation of the content to avoid staying at the level of "propaganda explosion point". Hot search content marketing also needs to pay attention to avoid making vulgar content for the sake of traffic.

People from Tongcheng Research Institute said that Ding Zhen phenomenon provides a new product design idea for the industry, that is, to follow the consumption hot spots created by online celebrities to carry out dynamic product development and IP continuous creation. However, there is still a long way to go from Ding Zhen phenomenon to a methodology, which requires constant trial and error in practice and market verification. "

The source suggested that in the long run, the local government can take advantage of the attention brought by Ding Zhen and follow the trend, systematically integrate the local Kangba Tibetan cultural resources, develop its own brand and selling points, and form an "IP that does not depend on specific events and can fully represent the advantages of local resources".


ChinaWiki

Chinese Edition

 

Ask a Question
Question Summary (100 characters)
Details (2,000 characters)
Name Country Email
 
Reply
Details (2,000 characters)
Name Country Email
Captcha captcha
Related Articles
  • Fenghuangling Natural Scenic Park

    Fenghuangling Natural Scenic Park

    Beijing Fenghuangling Natural Scenic Park is China's National AAAA Scenic Area. The scenic spot is located in the northwest of Haidian District, 51 kilometers away from Tiananmen straight line.

    Views: 164 Time 2018-12-26
  • Historic Architectural Complex in Heaven and Earth

    Historic Architectural Complex in Heaven and Earth

    Historic buildings in Tiandi, World Cultural Heritage, National Key Cultural Relics Protection Units and National AAAAA Tourist Scenic Spots are located in the hinterland and surrounding.

    Views: 260 Time 2019-02-21
  • Exhibit of lanterns

    Exhibit of lanterns

    The Lantern Festival is an ancient folk culture in China. It generally refers to the large-scale lighting exhibition held by the government around the Spring Festival and the Lantern Festival.

    Views: 163 Time 2019-04-26
  • Dong Brocade Weaving Techniques

    Dong Brocade Weaving Techniques

    Dong brocade weaving technology, the traditional handicraft of Tongtong Dong Autonomous County in Hunan Province, is one of the national intangible cultural heritage..

    Views: 151 Time 2019-04-27
  • Shuizu Duanwu Jie

    Shuizu Duanwu Jie

    The aquarium duanjie is called "borrowing duanjie" in the language of water. "Duan" means "the first year of life" or "New Year", "borrow" means ".

    Views: 164 Time 2019-06-16
  • Taohuawu Wood Engraving New Year Picture

    Taohuawu Wood Engraving New Year Picture

    Taohuawu New Year Picture is a Folk Woodcut New Year Picture in the south of the Yangtze River. It was named for its production in the area of Taohuawu in Suzhou. It and the woodcut New Year pictures .

    Views: 117 Time 2019-06-18
  • Yangasha

    Yangasha

    Yangasha, an epic originating in Jianhe, Guizhou Province, is eulogized for Miao compatriots from generation to generation. It is a sad and elegant love story about a passionate Miao girl. It is the G.

    Views: 177 Time 2019-07-11
  • Legend of Dayu

    Legend of Dayu

    Dayu's water control is a great project in the ancient times of our country. It once benefited mankind and became a symbol of the strength and wisdom of the ancient people of our country. Until the Sp.

    Views: 199 Time 2019-07-16
  • Neutralization Festival

    Neutralization Festival

    Zhonghe Festival, a traditional Chinese folk festival, is on the second day of February, but the date at that time was on the first day of February. With the evolution of history, it was changed to th.

    Views: 378 Time 2019-08-03
  • Chengdu Yongling Museum

    Chengdu Yongling Museum

    The Royal Museum of Wang Jian, located at No.10 Yongling Road, Jinniu District, Chengdu, covers a total area of 54000 square meters, and is composed of three parts: cultural relics protection area, comprehensive museum and garden protection area..

    Views: 122 Time 2020-10-18
  • Nanchong population

    Nanchong population

    By the end of 2019, Nanchong had a total household population of 7 million 237 thousand and 100, with a decrease of 45 thousand and 400 compared with 2018. Among them, 3.778 million were male and 3.459 million were female; 2.076 million were urban.

    Views: 368 Time 2020-12-17
Website directory
About
  • China
  • Provinces
  • Cities
  • AboutUs
  • Districts
  • Towns
News
  • Entertainment
  • Sports
  • Military
  • Technology
  • Automobile
  • Fashion
  • Hot
History
  • Events
  • Dynasty
  • Personage
  • Others
Culture
  • Custom
  • Festival
  • Art
  • Religion
  • Clothes
  • Language
  • Opera
  • Medicine
  • Music
  • Movie
  • TVplay
  • SocialSavvy
  • AncientPoets
  • AncientBooks
  • Idiom
  • 56Nationalities
  • 24SolarTerms
  • 12Hours
  • The12ChineseZodiacs
  • MartialArts
  • IntangibleCulturalHeritage
  • Singers
  • Artists
  • Performers
Laws
  • Constitution
  • CivilLaw
  • CommercialLaw
  • AdministrativeLaw
  • EconomicLaw
  • SocialLaw
  • CriminalLaw
  • ProceduralLaw
Others
  • Travel
  • Food
  • Scenery
  • Schools
  • Animal
  • Botany
  • WebSite
  • ScenicSpot
  • Menu
  • Companys
  • HighSchools
  • Finance
  • Express
  • Insurance
  • Hospitals
  • Banks
  • Cooking
  • Hotels
  • Guide
  • Video
  • travelcina1com
Learning Chinese Mandarin
  • TableOfInitials
  • TableOfFinals
  • WholeSyllable
  • Introduce
  • Dialogue
  • Songs
About Us Privacy Classical Chinese
Copyright © 2019-2023 chinawiki.net All rights reserved. China, an ancient and beautiful oriental country.