The key is to enhance the tourist experience from the net red to the long red


With the rapid development of information technology, the net red effect in the digital age has radiated to the tourism market. Driven by network media, tourism attractions have shifted from traditional landscape attractions to traffic attractions that compete for attention resources. Some places rely on "food", "film and television" and "online celebrity officials" to successfully get out of the circle, gain widespread public attention, and are promoted to traffic-focused online celebrity punch-in places, thus stimulating the local tourism attraction and driving the growth of tourism consumption.

On July 28, the General Office of the State Council forwarded the National Development and Reform Commission's "Notice on Measures to Restore and Expand Consumption", clearly proposing to give full play to the basic role of consumption in economic development and enrich cultural and tourism consumption. Cultivating online red tourism destinations is an important means to stimulate tourism consumption in the era of traffic, and it is also a path for the digital economy to empower the high-quality development of tourism. In the information age, the cultivation of online tourism destinations can give full play to the role of mass media, use digital empowerment of the tourism industry, and effectively activate local cultural and tourism resources.

From Jiangmen to Zibo, from Rongjiang to Xi'an, from the director of Internet celebrity culture and tourism to popular movies and TV dramas... The phenomenon of Internet celebrity in tourist destinations is not only the inevitable result of mass media-driven consumption in the network society, but also unlocks new ways for urban culture and tourism development. The development strategy of leveraging the Internet red economy to enhance the attractiveness of tourism has become a new measure to pry tourism consumption in some places. In March 2023, Hefei City, Anhui Province, the Culture and Tourism Bureau issued the "Notice on Further Accelerating the Cultivation and Promotion of Red Card Points in the Culture and Travel Network", proposing to focus on improving the quality of red card points in the culture and travel network, to promote the transformation of red card points in the culture and travel network to the culture and travel brand, and to upgrade the network red products to the culture and travel industry.

In the information age, the consumer demand of tourists is not only generated spontaneously, to some extent, but also passively stimulated and cultivated in the competition for attention of mass media. For tourist destinations, online celebrity tourist destinations mean the winning of attention competition, which is the focus of information flow convergence, which can enhance its information exposure in front of the public and expand the audience's influence. For tourists, because of the attraction of attention flow, punching in the net is already one of the most important driving forces to promote tourism consumption.

It is worth noting that the focus of attention in the information age is the result of the rapid fashion evolution of the community circle. With the shift of attention focus, net red often only represents the trend of fast fashion for a period of time. With the fading of the heat of the film and television IP and the change of the hot spots of the network society, the net red aperture of the net red tourist destination will also dissipate. Tourist destinations in the pursuit of network red at the same time, must develop a long red strategy.

Tourism is a leisure experience that people use their leisure time to get in other places. Compared with the short-term stimulation of the net red effect, tourists hope to get a richer experience in the process of tourism. A good travel experience can further enhance the willingness of tourists to travel and enhance the stickiness between tourists and tourist destinations. Net red is only a technical tool for the drainage of tourist destinations, and improving the experience of tourists is the key to making tourist destinations grow red. In order to realize the upgrade of net red tourism destination to Changhong tourism destination, we need to pay attention to the organic combination of net red logic and Changhong logic.

One is the use of Internet thinking, to create a network of red card. According to the value and popularity of users, Internet content production can be divided into head explosion content (phenomenal level), waist vertical subdivision content (specialization) and bottom long tail content (personalized). The explosive content of the net red out of the circle often contains social communication attributes such as easy to understand, easy to imitate and novelty, and captures the emotional resonance of the audience, resulting in the impulse of collective viral transmission in a short period of time, thus realizing the pop out of the circle. Correspondingly, the cultivation of online red tourism destinations should pay attention to exploring the social topics of tourism products and services, creating high-value scenes suitable for the dissemination of pictures and short videos, and using social network platforms and online celebrities to carry out online creative marketing to encourage tourists to spontaneously "plant grass" to participate.

The second is to enhance the local experience of tourists and change traffic to travel volume. In order to turn the temporary online traffic into a stable offline passenger flow, it is necessary to grasp the tourism products, services and environmental construction of the tourist destination, improve the tourist experience, and lay the track of flow realization. In terms of tourism products, on the one hand, it is necessary to analyze the symbolic elements of online red spots, create diversified tourism products such as special tourism lines, theme tours or special activities, and find concrete expression and sustainable tourism space for traffic "symbols". On the other hand, based on local characteristics, we should create differentiated tourism products and strengthen tourism brands according to the different needs of tourists. In terms of content services, we must focus on the optimization of tourist experience, and the content and services of tourism products must be experiential, participatory and customizable to meet the high experience requirements and expectations of tourists for in-depth travel. In terms of environmental construction, it is necessary to improve tourism public services, improve supporting and convenient tourism infrastructure, strengthen tourism supervision, and attract tourists to come in, stay, and want to come.

The third is to promote the deep integration of cultural tourism and cultivate the cultural heritage of tourist destinations. To promote the healthy and sustainable development of net red tourism, we need to be alert to traffic traps. Blindly cater to the network popular culture, follow the trend of propaganda, will only lose the tourism of their own fresh characteristics. Therefore, in the process of seeking "broken circle" publicity, tourism destinations should adhere to the cultural accumulation, human resources and natural endowment of tourism destinations, enhance cultural connotation, adopt the way of "cultural tourism", enrich the cultural connotation of tourism products and services, innovate tourist consumption scenes, and extend the space chain and product chain of tourism consumption.

In a word, only by following the logic of "net red grows red", making effective use of the drainage advantages of net red economy, solidly promoting the high-quality development of tourism destinations and improving the experience of tourists, can the construction of net red tourism destinations effectively stimulate the tourism demand of tourists, boost tourism consumption and realize the double promotion of tourism number and tourism income.

(Author: Peng Leiting, Huang Jiaying; Unit: National Institute of Cultural Development, Wuhan University; Editor: Song Yuqiu)

Related News


Beijing to further standardize the minor research group tour service

In order to regulate the city's research team tourism market, the Beijing Municipal Bureau of Culture and Tourism recently issued the "Beijing Travel Agency's Organization or Undertaking of Minor Research Team Tourism Service Specifications" (hereinafter referred to as the "Specifications"). The "Code" puts forward specific requirements for the city's travel agencies to organize or undertake the tourism activities of juvenile research teams around eight aspects, such as contract performance, guardianship behavior, publicity and solicitation.


The key is to enhance the tourist experience from the net red to the long red

With the rapid development of information technology, the net red effect in the digital age has radiated to the tourism market. Driven by network media, tourism attractions have shifted from traditional landscape attractions to traffic attractions that compete for attention resources. Some places rely on "food", "film and television" and "online celebrity officials" to successfully get out of the circle, gain widespread public attention, and are promoted to traffic-focused online celebrity punch-in places, thus stimulating the local tourism attraction and driving the growth of tourism consumption.