Recently, our team inspected projects in a 4A-level cultural tourism destination in southern China and made a proposal for a project，Conducted in-depth exchanges and discussions with the management of the destination during the proposal process，After returning, the author did some research on the current situation and future of cultural tourism destination marketing，Now share it with people inside and outside the industry，To provide suggestions，Discuss together。

Destination marketing is currently divided into the following situations，In order to analyze the problem more specifically，Now take scenic spot marketing as an example，Broadly speaking, there are the following problems:

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Domestic scenic spots can be roughly divided into the following categories: 1、A long-standing, strong and high-quality scenic spot，Famous、High passenger flow、No profit pressure，Like the Great Wall、Forbidden City、Summer Palace, etc.；2、Normal passenger flow，There is certain performance pressure and customer flow assessment requirements，Ruwuzhen、Zhouzhuang、Lijiang、Zhangjiajie, etc.；3、Then there are small and medium-sized scenic spots，Sufficient passenger flow，Local or regional management。The first category is because of its great reputation，Sufficient passenger flow，People often think that marketing is unnecessary，188bet app download We also need to control passenger flow，Equate marketing simply to attracting customers，Actual passenger flow control and marketing are not completely equivalent，Whether it’s Apple or Xiaomi’s hunger marketing，The dimension of concern is by no means just selling things，Attracting customers。

Medium-sized and small scenic spots often rely more on travel agency channel marketing，Especially for relatively fierce competition，Or the traffic conditions are not good，or emerging scenic spots，Travel agency marketing channels are placed in an important position。On the one hand，For scenic spots，The travel agency channel is more controllable than the individual travel channel。Travel agency wholesale channels are not only large in total volume，And the passenger flow can be relatively predicted in advance，Better control and guidance than individual travelers，Is an important starting point for scenic spots to control passenger flow。On the other hand，Although in recent years with the development of the Internet and the popularity of free travel，The total number of travel agency receptions is declining，But the absolute value is still not small。The early success of Wuzhen, which became popular again due to the Internet Conference a while ago, is inseparable from its use of travel agency channels；After 2005, Zhouzhuang gradually lost its status as the first water town in Jiangnan，Rather than the ticket price increase in 2005 that harmed the interests of travel agencies，It is closely related to the collective blocking of Zhouzhuang routes by most travel agencies。

The above categories basically cover large, medium and small scenic spots，But single-minded thinking in marketing，Easy to go to extremes，Or don’t care about marketing at all，Or over-reliance on travel agency channel marketing，This also leads to the mentality of relying solely on selling tickets in the management of scenic spots。Or the single thinking of selling tickets leads 188bet online sports betting to the single thinking of marketing。

2. Ticket thinking

For a long time, scenic spots have often been stuck in ticket thinking，I think it’s enough to sell tickets to scenic spots，The Chinese scenic spot ticket market is extremely fragmented，Poor information technology，As of the end of 2011，A total of 20,976 scenic spots of various types in China。Natural landscape category、Historical and cultural scenic spots account for a relatively high proportion，More than 5,000 A-level attractions，Huge number，Geographically dispersed。Due to institutional issues，The ownership of scenic spots is highly dispersed and diversified，There are many scenic spots in the central and western regions due to limited conditions，The Internet is not widely popularized，Some scenic spots do not have computers，No network，The electronic ticketing of scenic spots lacks a unified industry standard，It is very difficult to realize the informatization of scenic spots。

And some scenic area personnel have backward concepts，Low service awareness，And due to the long-term state-owned system and monopoly operation，Poor service awareness of scenic area staff，Poor ability to accept information technology，Lack of motivation for information services。Poor informatization will inevitably lead to poor standardization，So large-scale sales is a big problem，The standardization of air tickets and hotels is related to their increasing degree of informatization，The tickets for scenic spots form a vicious cycle。(Please refer to "How to Break the China Scenic Area Ticket Market？》

3. Not paying attention to service and experience

National Day period，The author has experienced several 4A-level cultural tourist attractions in Anhui，The service and experience are beyond comparison，Even during the golden holidays，It’s not an exaggeration to describe it as being empty-handed，And the scenic spots are crowded，This phenomenon of uneven heating and cooling undoubtedly 188bet online sports betting greatly harms the tourist experience。The homogeneity of domestic scenic spots is serious，The products sold have no local characteristics，Product information is not transparent，Want to buy but don’t dare to buy，There is huge room for improvement in every aspect of travel experience, food, accommodation, travel, shopping and entertainment，The offline service part cannot be replaced by online services，This is also one of the important reasons why tourism must move toward O2O。If the scenic spot cannot design and implement the details of offline services，Most of the essence of tourism has been lost，But what can be done online is to display and make transparent the details of offline services and force offline people to seriously improve service links through mechanisms such as reviews，Online can make consumers full of expectations for services，But once offline, tourists are deceived，Then experience a total collapse，No way to talk about it，What’s hurt is online travel，It also hurts offline scenic spots。

There is another reason that cannot be ignored，Insufficient market awareness in scenic spots，Most scenic spots in China are remote、Places with less developed transportation，Low marketization，Of course this is also a contradiction，If the degree of marketization is high，The management of scenic spots often gets worse，Just look at Lijiang now，But how to achieve scientific marketization，It can reasonably protect the high-quality natural and cultural landscape of the scenic spot without over-exploitation、Excessive marketing is a problem worthy of long-term attention。Of course, lack of market awareness will also indirectly lead to weak service awareness，This is related to the state-owned system of most scenic spots，It is also related to the degree of informatization，Of course it is also related to the group of practitioners。

Can scenic spot marketing move towards O2O，Can we break through the current predicament？The author 188bet online sports betting thinks it is possible，In fact, O2O is not mysterious，Not too many theories，A simple understanding is the play and synergy of the respective advantages of online and offline，As long as you break through the either/or thinking，Be able to fully understand their own strengths and division of labor，If they are fully coordinated, they can play the role of O2O marketing，As for the scene、Contact、Closed loop、Data and other elements are just many key points in online and offline docking。

The next thing is to grasp the essence of marketing，According to the definition of the American Marketing Association: "Marketing is creation、Communicate and deliver value to customers，An organizational function and process that manages customer relationships to benefit the organization and its stakeholders，It is the most direct and effective marketing method”。This classic definition makes it very clear，Marketing from Creation、The description of communicating and delivering value to customers does not emphasize tools and methods，But how marketing uses the most advanced means and tools to realize the flow of value is chosen based on the development of the times，From outdoors、Newspaper、Broadcast、TV、Internet、Mobile Internet，Whoever uses it first wins，Just ensure the transmission of information and value。The second half of the sentence manages customer relationships combined with O2O to achieve CRM management，Before it was only online or offline，But now it is unified management online and offline，Because of data retention、With big data。

As for what means should be chosen for scenic spot marketing，The answer is actually obvious，Just use the most advanced means，The most effective way to transmit information and deliver value，Everything comes with service，As for whether to use the official website, APP, Baidu direct account, or artificial shouting，All are means。Some people said a while ago that travel apps are dead，But the service lasts forever。It still makes some sense。