When short video “meets” cultural tourism，Destined to collide with different sparks。

Last two years，Short video applications emerge in endlessly，Development in full swing，The number of users continues to rise。Outside of the entertainment function，Short videos rely on its short format、New、Quick、Qi’s characteristics，Gradually becoming an effective marketing tool in the tourism industry，It has become popular in a large number of tourist attractions。

With the growing influence of short videos on the tourism market，“Traveling following short videos has become the only choice for more and more people。”More and more tourists travel because of “planting” and “checking in” on short videos。Short videos can be called the “grass planting machine” of the tourism market。

Some experts in the industry said，Short videos have changed the “traditional gameplay” of the tourism industry，Having given birth to a new economic model，Is becoming a new trend that affects the cultural tourism industry。

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“Travel + short video”，Like a catalyst，quickly burst out a bright "spark" in the tourism market，Expanded the new development boundary of cultural tourism industry，It also allows more players to see the new trends in the cultural travel industry、More possibilities。

According to the 2019 Content Creation Annual Report released by Baidu，Currently，The number of short video application users in my country has reached 5.9.4 billion，Accounting for 74% of the total number of Internet users.19%，Among them，The usage rate of short videos among netizens under 30 years old is 80%。Undeniable，This group contains a large number of the main consumers of the future tourism market。

With the upgrading of consumption and changes in the Internet era，Now on Douyin、Short video platforms represented by Kuaishou are no longer satisfied with their role as “content producers”，Start developing new business，Frequently involved in the tourism industry，Use its traffic entrance，Created many popular travel products and “Internet celebrity” destinations。

Kuaishou and Douyin dominate the short video field in China，May this year，Kuaishou has more than 200 million daily active users，About the same time period，Douyin’s daily active users exceed 300 million。

Kuaishou’s unique “old iron economy” advantage，Based on the sufficient trust and true feelings between old irons，Marketing、Acquiring customers is a natural behavior that comes naturally。It can be said，Kuaishou is becoming a new marketing platform for the tourism industry。According to statistics，About every 5 tour guides in Zhangjiajie have a personal Kuaishou account，It can be seen that Kuaishou 188bet app and Zhangjiajie tour guides have a very high degree of compatibility，Kuaishou platform seems to be an effective way for Zhangjiajie tour guides to monetize their business。Meanwhile，Kuaishou has also been strengthening cooperation with local governments，Promote local tourism resources。

August 9，Douyin, the "Big Brother" of short video, officially launched the "Douyin Beautiful Check-in Place" cultural tourism certification brand，By combining online data evaluation and offline professional review scoring，Recommend more fresh things to the public、Wonderful travel destination。

As understood，The "Douyin Beautiful Check-in Place" standard will be based on the different scores of each certified scenic spot，Awarded it with three levels of annual certification: "One Like", "Two Likes" and "Three Likes"。Among them，“Three likes” is the highest level。The three levels respectively represent: the preferred place for leisure and sightseeing、A fresh place for vacation experience、Must go to a beautiful place in your life。

Is Douyin determined to take the step of cultural tourism?

The reporter saw it on Qixinbao，End of April this year，Beijing Weibo Vision Technology Co., Ltd., a subsidiary of Douyin, has changed the business scope of the company，Added “tourist information consultation” service，His ambition to enter the tourism market is self-evident。

Source: Qixinbao

Actually，Douyin’s intention to use its traffic advantage to enter the tourism market has already been revealed。Since 2018，Douyin gradually cooperates with Chongqing、Xi’an、Nanjing and other places cooperate in urban promotion。During the May Day holiday last year，Chongqing Hongyadong is popular on Douyin，Let people know about its bright lighting、Mysterious Diaojiaolou and splendid architecture，Achieve 120% increase in tourists；After the Spring Festival last year，Videos related to throwing bowls of wine in Yongxingfang, Xi’an continue to become popular on Douyin，Driving Xi’an’s tourism revenue to surge by 139% to 4.5 billion yuan。

As an entry point for the cultural tourism industry，End of February this year，Douyin cooperates directly with the accommodation side，Initiated the “Douyin B&B Season”， The first time to explore e-commerce in the cultural tourism industry，United 10 B&B companies to launch B&B season activities，And invited more than 20 well-known travel experts and platform parties，Go to the B&B for video shooting and production，Through different styles of expression，Present high-quality travel content to Douyin users。After the event starts，Aroused great user attention on Douyin network，Related video views exceeded 1.200 million。

Backed by huge traffic advantages，The promotion of short videos such as Douyin has also brought a large number of tourists to some scenic spots hidden in the mountains。There is a saying in the industry: "on Douyin，A 15-second video can make a city known to the public。”

Some opinions，In the era of short videos，The threshold for poor areas to promote their own cultural tourism industry is rapidly lowering，And Douyin’s full screen、HD and music elements，Especially suitable for spreading magnificent scenery，This also gives Douyin an opportunity to promote the development of the cultural tourism 188bet online sports betting industry in poor areas，Create greater value for them。

According to the "Douyin County Attractions Data Report"，Among the 100 most popular county attractions on Douyin，About 30% are located in poverty-stricken counties；The ten most popular counties on Douyin，Four are poor counties，Including Fenghuang County、Daocheng County、Luanchuan County and Yonghe County；Among the top ten county attractions on Douyin，There are five scenic spots located in poor counties，Including Yonghe Yellow River Snake Bend National Geopark、Shangshanzhuang Sea of ​​Flowers、Five Colored Sea、Zhangjiajie Grand Canyon Glass Bridge and Milk Sea。

According to tourism data released by Daocheng County Government，First half of 2018，Daocheng County receives about 700,000 domestic and foreign tourists，A year-on-year increase of more than 55%。Wang Qiang, Director of Daocheng Yading Scenic Area Administration Bureau said，Douyin has played a major role in promoting tourism in Daocheng scenic spots，Many tourists come because of Douyin。

It can be seen from this，The future cultural tourism industry will be in Kuaishou、Douyin and other short video platforms play a more important role in the content ecology。

2. Tourism companies: start the “battle for short video traffic”

As tourists’ travel methods become increasingly diversified，In addition, the cost of online traffic is high，Competition in the cultural travel industry is becoming increasingly fierce。On Douyin、While short video representatives such as Kuaishou are penetrating into the tourism industry，OTA and traditional travel agencies have already smelled the danger，One after another began to expand short video business，Use various new Internet channels to directly introduce "considerable" tourism traffic to your own platform。The “battle for short video traffic” among tourism companies has begun。

1. Ctrip Travel Photography: Create a rich and high-quality community

End of December 2018，Ctrip announces the launch of travel photography channel，And reflected in "Ctrip Travel" APP8.In version 0。Initial launch，Ctrip travel photography relies more on industry check-in、The stay of entertainment stars quickly increases traffic、Attract users。Also，To encourage users to upload high-quality content，Ctrip Travel Photography also launched points、Cash and other incentive mechanisms。

Source: Ctrip APP

Early June this year，Ctrip Travel Photography releases “KOL Recruitment Order” (KOL，Marketing Concept，The meaning of key opinion leaders。），The first large-scale recruitment of travel KOLs from around the world。

According to the "Social Industry Research Report" recently released by 36Kr，Ctrip Travel Photography as a content community for the tourism vertical industry，As of February 2019, the cumulative number of users has exceeded 20 million，Mostly young users，Users under 40 years old account for more than 90%，Among them, users born in the 1990s account for more than 60%。

Ctrip Travel Photography Manager、Chen Yuanhao, General Manager of Community Products Department said，The post-90s generation has a younger attitude toward travel、Diversified and personalized，“More KOLs will bring richer content to our community，Let more people，Especially those born 188bet Online Sports Betting and Casino in the 1990s、The post-00 generation found their own resonance，Finally stayed。”

Ctrip hopes that travel photography can become the largest community of users and the best content in the travel field，The recruitment of KOLs is very important for travel photography，Chen Yuanhao emphasized，"In forming content to attract users，After the virtuous cycle of user reproduction content，We want to fuel the content production of the community，KOL is the key。”

2. Mafengwo: Enhance short videos to strengthen tourism social genes

June 2018，Mafengwo Travel Network’s upgraded version of “Mafengwo Travel” APP is online，The homepage information flow has been revised，And strengthen the tourism social gene，Short videos are also valued for this reason。

As of March this year，Zhao Qian, the person in charge of Mafengwo short video revealed，I have been initially experimenting with short video content since 2018，The platform has accumulated nearly 2 million short videos。

Reporter opens Mafengwo APP，Found in the homepage navigation bar，The position of "short video" has been significantly improved。About 5 to 6 pieces of content viewed every time，You can see a short video uploaded by a user。The "publish" on the homepage has also been simplified to two functions - one can publish pictures and texts，One can post videos。It can be said，Short videos have received unprecedented emphasis on Mafengwo APP。

Source: Mafengwo APP

“Mafengwo is a travel website used more by young people，Our short video is essentially an efficient form of fun information。"Zhao Qian said，In "Good-looking"、In addition to the common characteristics of "funny"，Mafengwo short video emphasizes “easy to use”。"Around the core of 'local fun'，We hope to provide users with short video content that is both efficient and interesting。Future，Short videos will become an important part of Mafengwo’s content landscape，will also be an important part of Mafengwo’s “content + transaction” closed loop。”

In Zhao Qian’s opinion，Mafengwo already has a content monetization model，Short video monetization has better soil，Short video monetization has better soil，Further improving the efficiency of the "content + transaction" closed loop will also be Mafengwo's core goal。

Zhao Qian thinks，Short video, a method of information display, has a strong ability to “plant grass”，When it is recommended with Mafengwo’s big data algorithm、Integration of destination system and product supply chain，A point is formed、line、Depth of face、Stereo information unit，Enable users to efficiently complete "from cognition，Recognized，The decision-making closed loop of "to subscribe"。

3、QIYOU “BIU！”: focusing on “down-to-earth” and practical content

Qyer also added a new short video channel in July 2018，Introduced in 2019 to upload short videos、Audio and other forms of social products "Biu！”。

Source: Qionyou APP

Different from the previous "high-class" style，The content of Qyer’s short videos is more “down-to-earth” and practical。Cui Li, Vice President of Qyer.com said，Humanities on Qyer Platform、In-depth inspirational video content such as travel stories and travel tips、Short guides on practical food and other practical items are more popular with consumers。

Cui Li pointed out，“Short video is a better way to present tourism，Users’ desire to share short videos is increasing day by day。Data display，The daily update volume of short video content in Qyer App can reach 30%。With the popularity of 5G，The travel short video market is expected to become another important carrier to supplement the original graphic and text market。Also，VLOG short videos virtually give users the ability to ‘plant grass’，Making it one of the new forms of destination marketing on Qyer.com this year。” 

3. Monetization of travel short videos: a bottleneck may need to be broken

For a relatively low-frequency consumption activity such as tourism，Expand the connection between social and social，It means more traffic and attention，Short videos have become an important starting point for the content construction of online tourism companies。

Some travel enthusiasts said，Compared to the travel guide with pictures and text that has tens of thousands of words，Short videos are easier to share in social circles，It is also easier to get travel content out of the platform，Received timely and widespread dissemination among users’ personal online and offline social circles，Achieve effective reach to more users。

However, short travel videos also have bottlenecks that need to be overcome。Different from beauty short videos, it has a strong ability to “bring goods”，Short travel videos due to long decision-making cycle、High price，When users purchase travel products，There is often a price comparison process，This also causes short travel videos to “bring goods”、The difficulty of "pulling weeds" is much higher。

The person in charge of Mafengwo short video said，Short videos in the tourism industry are still in the early stages of development。On the one hand，Users’ habit of watching travel vertical short videos has not yet been fully developed；On the other hand，Most vertical platforms have not yet found a particularly suitable entry point，Travel, especially long-distance travel，Due to the long decision-making cycle，Impulsive consumption is less than other categories。

Currently，Some low-priced travel products with short decision-making cycles have become the entry point for higher monetization of short video content。Confirmed by data provided by Mafengwo Short Video，Traveling around the weekend、Local travel, etc.，High-quality short video jump to POI (abbreviation of "Point of Interest"，means points of interest，Like a hotel、Restaurant, etc.)、The conversion rate of product pages is higher。In both areas，Short videos do not have many obstacles with long decision-making cycles，As long as there is high-quality content and supply chain support，can complete the monetization very well。

four、Future path: Will short video cultural tourism shake the landscape of tourism enterprises？

As short video platforms such as Douyin extend their reach into the cultural and tourism field，In the future, there will be more and more business crossovers with tourism companies，Short video platforms and tourism companies are bound to compete head-on。

“For tourism enterprises，Make short videos to cultivate your own sticky users、The formation of traffic entrance will bring direct income。" said Wu Liyun, associate researcher at the China 188bet app download Tourism Academy，“For short video platforms such as Douyin，and destination、Scenic Area、Accommodation Industry、Direct connection between various links in the tourism industry chain such as catering industry，You will create more diverse sources of benefits for yourself。”

According to analysis by industry insiders，Currently，Although top short video platforms such as Douyin have the advantages of content and user traffic，But the tourism resources at our disposal are limited，It is unlikely to shake up the tourism market structure in the short term。

For the future development path of tourism on short video platforms such as Douyin，Predicted by many experts，Can be obtained from travel UGC (User Generated Content,User-generated content) platform gradually transitions to OTA，Just like today’s hornet’s nest—first use video travel guide、Comments and other content gain a foothold，Avoid direct confrontation with mainstream OTAs。

The cultural and tourism industry is a big cake，But short video platforms such as Douyin want to get a piece of the pie，But it’s not easy。“The tourism market structure is relatively stable now，OTA、Travel agency、Three-part pattern including scenic spots，Each has its place，Douyin is a new entrant，It will be very difficult to separate existing resources from mainstream companies，This is also the main reason why the tourism industry itself has high entry barriers。" Senior tourism expert Wang Xingbin said frankly，"Also，Even if it’s just a review、Strategy，If Douyin wants to sink, travel well，There are also many difficulties to face。Douyin video duration、The amount of information contained is relatively limited，For a tourist destination，Douyin can realize the ‘introduction’ function，But it’s hard to go deep、Systematically provide users with more effective information，Therefore, consumers’ decision-making process may still be placed on OTA or traditional travel UGC platforms。”

There are many barriers to “head-to-head confrontation” with tourism companies，What will be the future development path of short video platforms such as Douyin？According to industry insiders，“Short video platform is pervasive、Flexible operation mode，Provides short video platforms such as Douyin with the possibility to seize market segment opportunities。”

Large-scale OTAs and travel agencies have been working in mainstream destinations and mass tourism routes for many years，has strong coverage advantages。Wang Xingbin said，"In some non-mainstream destinations、On the niche travel route，It is actually difficult for large OTAs and travel agencies to fully cover them，Even if it is involved, it is basically impossible to fully utilize all resources。”

Today’s young people’s travel needs are increasingly personalized、Diversification，Backed by traffic advantage，Short video platforms such as Douyin are very good at digging out the selling points of these niche travel products，Thus turning "niche" into "mainstream"，Fill the gap in product supply in the tourism market，Perhaps it can become an important breakthrough for short video platforms such as Douyin to develop tourism products in the future，Provides new opportunities for short video platforms such as Douyin to "overtake" in the tourism market。

*Source of this article: WeChatPublic account "Mala Travel Investment"”(ID:gh_6179a265fcea），188bet app download Author: Geng Geng，Original title: "Travel short video C-position debut: Is the trend of the tourism industry going to change?》.