March，At the third session of the 12th National People’s Congress，Premier Li Keqiang proposed the “Internet +” action plan for the first time in the government work report，Also mentioned the need to “increase tourism and leisure consumption” and “use the Internet as a carrier、The emerging consumption of online and offline interactions is booming。”Catch up policy pancakes are hot，I’m just joining in the fun，Discussing about "Internet + Tourism" and online and offline tourism interactive O2O。

What is the difference between Internet + tourism and other industries？Put it on the table，The tourism industry moves consumers rather than goods (services)。Although they are both in the service industry，But in the Internet + catering industry，You can order food online and eat at the restaurant，You can also order food online and have it delivered to your home。What causes this difference？It is something that other industries do not have: tourist destination。In other words, Internet + travel，And behind the "+" and "2" of O2O in the tourism industry, there is an important model element - destination。

In the reckless era of Internet + tourism，Online travel operators compete on price for destination single-element products，Hotel、Air tickets、Scenic spot tickets and even visas are unfolded one by one，Even in the field of combination products，The so-called tourism O2O has become a copy of the simple routine of online booking and offline consumption of single-element products；Traditional tourism companies, especially travel agencies, put their tourism products online in the hope of O2O，Even with the resources at the destination, you are not allowed to enter。

Travel O2O stops here，There is no real interaction between online and offline。Nowadays, there is a word that has become notorious in the Internet field called "scene"，The so-called biggest “scenario” of tourism O2O is the destination，The destination is like the packaging of tourism products，Is the focus of the attractiveness of tourism products。Products of various elements of tourism, especially combination products，All with destination characteristics，Even big traffic，This is what many inbound tourism products mean by replacing aviation with high-speed rail with Chinese characteristics for inter-city transportation。

Nowadays, many online travel products are sold “naked”，Under the pressure of grabbing traffic，The only "single gun" left is "price"。Recently, the National Tourism Administration couldn’t help but get involved: Make an appointment with Tongcheng and Tuniu，The result is that Tuniu’188bet app s 1 yuan outbound travel products are removed from the shelves，Tongcheng went home to "study seriously"，However, the two families revealed the same meaning in their words: dissatisfaction。Duodiaodiao Travel O2O，Many times we only focus on the previous “O”，But forgot the last "O"，Or you forgot the “2” in the middle。Digression: See all the two O’s，Go down the board again。

The general trend of online travel is to get closer and closer to the destination，Whether it is the “Destination Business Department” that has been established one after another、"Destination Marketing Department"，Or the increasing number of destination combination products，And closely interact with the destination, especially the destination management agency。One of the most important functions of tourism bureaus at all levels is destination marketing，Seeing that online travel has gained momentum in tourism product marketing，Coupled with the fire of “Internet+”，You sell products，I shouted "package"，consensus，Mutual benefit。

This is the current situation，Tourism bureaus at all levels realize that，For online travel: "without you，Who can I tell you about the beautiful scenery in this beautiful time。"The trouble is: "With you，How to tell people about the beauty of a good time？”From the current point of view，The "Destination Business Department" of online travel is more like the "Ground Liaison Department"，The destination packaging and combination methods of travel package products are still underdeveloped；Tourism bureaus at all levels are either in a hurry and have nowhere to start，Either you seek medical treatment for an acute illness；In short, online travel and online platforms and destination management agencies have more romance and less marriage。

Reviewing online travel and cooperation methods and routines between online platforms and tourism management agencies in recent years，Consider the destination、Travel products、Online operator、Requirements for offline tourism enterprises，Comprehensive review of O2O in tourism industry，Grasp the general direction of industrial integration and destination marketing，On mobile Internet、In new scenarios such as big data，We still need to carefully consider O2O methods based on destination tourism。

Many times in the past，When online travel operators communicate with tourism bureaus，I often come up with a "dazzling" data first: tens of thousands of hotel room reservations；Ten thousand ticket bookings；Scenic spot ticket reservations for tens of thousands of people, etc.，Finally, it brought tens of thousands of tourists to the destination。

Create a destination column on the website，After some time，Providing the above data will increase the number of tens of thousands of visitors，Qihuo。In this way of cooperation，The combination of single-element products and destinations of online travel operators is shallow，Little promotion of the overall online and offline interaction of the destination，The effect on the overall marketing of the destination is limited。Destination is more concerned about how to aggregate the destination’s single-element products，188bet sports betting app download Increase the associated booking and consumption of single-element products，At the same time, let more destination offline enterprises participate，Promote destination marketing。

If online operators and destination tourism bureaus use this as an entry point，Let’s explore together how to organize and market destination products，The prospects are promising。However，Some online travel operators adopt the "destination column" model，First, cheat the destination tourism bureau for a sum of money，Then use the single element product booking traffic to deal with the effect，It’s a bit unreasonable。

Urban destinations are the most basic scenario for O2O integration，Alibaba Travel has been in close consultation with the Shandong Provincial Tourism Bureau since last year，Discuss the organization and presentation of the second-generation destination flagship pavilion，Take tourist cities in Shandong Province including some county-level cities as a unit，Integrate destination combination products and single element products on Alibaba platform，Supplemented by destination information from Shandong Tourism Information Network，Highlight destination package products，The main purpose is to promote related booking consumption of destination products，Building a new "Hospitable Shandong Pavilion"，Will be officially launched soon。Say more，The hen belongs to Ali’s family，The eggs laid by the hens also belong to Ali’s family，How can the tourism bureau give out the money for building a chicken coop？The tourism bureau mainly encourages more people to buy eggs。

Talk about destination marketing，You can’t avoid the destination product price。Currently product price war seems to have become the main marketing method for online travel operators，But this is not the main marketing method for destinations, especially regional destinations。Some online travel operators are now trying to drag destination management agencies into price marketing，Cooperate with online travel service providers to shout together，Even asked the tourism bureau to call on destination tourism companies to participate。

Let’s not mention policy red lines and role positioning，But destination marketing is effective，This is the way to quench thirst by drinking poison，The number of people trapped in one-sided pursuits has skyrocketed，Excluding customer source structure、Related consumption and subsequent long-term effects。Of course，It is possible to adopt GSP price concessions for low and peak tourist seasons and major tourist source areas，But it is also based on ensuring the quality of offline services and long-term marketing effects。In simple terms，Marketing cooperation between tourism management agencies and online travel service providers，It’s best not to touch the product price directly。

There is another way of marketing cooperation，You can call it the "simple and crude type"，It is the tourism bureau entrusting online travel operators to package and market destination portfolio products，No matter what method you use，Price per person，Make friends with one hand，Pay with one hand。In fact, this is the previous tourism bureau’188bet app s rewards for offline travel agency teams including charter flights、Rewards such as special trains，Promote the continuation of destination marketing ideas。The advantage of this model is in the early stage of cooperation，Easy to understand，Easy to operate，Can hold the team and individual customers in one hand，Mobilize marketing resources of online operators。

The disadvantage is that offline tourism companies in the destination are not widely involved，Narrow coverage of destination product resources，It is difficult to form a destination-themed product series，Online operators can easily turn marketing funds into price subsidies，For the tourism bureau，Effect verification is also a troublesome matter。The most important thing is，Move this traditional offline reward method directly to online，It does not truly combine the characteristics of online marketing of destination products。

Refer to Korea Overseas Tourism Bureau、New Zealand Tourism Board’s online marketing practices，Shandong Provincial Tourism Bureau recently developed a destination product marketing recommendation system，In destination portfolio products marketed by online tour operators，Select a combination of products with significant destination characteristics，Embedded destination product recommendation logo，First, we can focus on marketing destination-themed tourism products on a wider scale，Form product series；The second is to protect the copyright of destination product development and marketing，Mobilize more online and especially offline tourism companies to develop and market destination products；The third is to try to establish a two-way mechanism for destination marketing effectiveness verification。Recent，Using Qunar and Kulv.com as pilots，The recommended logo will be put into trial operation。

Big data is now a hot bed，It is inevitable that everyone will go up and sit down。Data analysis, especially big data analysis, is the prerequisite for destination online marketing，Many online travel operators provide tourism big data analysis as their entry point，With a view to reaching cooperation with the Tourism Bureau in the field of destination marketing。Whether it is possible to provide destination-dimensional big data analysis according to the needs of the tourism bureau，Always have big questions in my heart，Mainly the richness of travel products of online travel operators, especially the combination of products、I’m afraid it’s not enough to cover the destination range，What is more important is that the analysis based on tourism products must be transformed into an analysis based on destinations，It has greater value to the destination。

For example，Currently, the destination data analysis of some operators only stops at destination rankings based on their own booking traffic。From the past experience of dealing with online operators，It is difficult to provide tourism product data based on destination only，Not to mention the tourist destination consumption behavior analysis data that destinations pay more attention to, such as associated booking data。Currently, tourism bureaus in various places have more and more tourism-related big data from relevant 188bet app download departments，If the operator’s destination consumption behavior data and the tourism bureau’s data resources are combined and analyzed，Not only can you get data analysis of destination online marketing，What’s more important is that more and more effective cooperative marketing models can be developed。Otherwise the so-called big data analysis will become a sign，Just dazzling。

The arrival of the mobile Internet era，The mobile-based destination network marketing cooperation model with online operators seems a bit urgent，The accumulation of cooperation experience and models from the PC side is weak，Objectively, it is a bit of a hindrance to mobile cooperation。Another important reason is that mobile tourism information dissemination in many domestic destinations has not yet become systematic，No WeChat public account，No Weibo account，No mobile website, etc.，Cooperating with online operators has become a one-sided practice。

Marketing cooperation between destination management agencies and online operators，As a tourism bureau, it should have a systematic network foundation and information foundation，Mutual collaboration，You can do this job well。Since last year, the Shandong Provincial Tourism Bureau has collaborated with 17 prefecture-level cities and 100 counties and county-level cities in the province，All build mobile websites，All have WeChat public accounts and Weibo accounts，Lay the foundation of online marketing，Will be launched in April。

At the same time, we started to develop a Shandong Province tourism self-media marketing platform based on WeChat communication，Shandong Provincial Municipal and County Level Tourism Bureau、Tourism Enterprise、Traditional media、All local grassroots self-media accounts and WeChat public accounts belonging to online travel service providers can become members of the marketing platform，In order to form a WeChat content database covering Shandong destinations，WeChat content daily released by each member unit，If forwarded by the provincial tourism bureau at all levels，The reading volume and forwarding volume have reached a certain level，The Tourism Bureau will give rewards。That is, through the self-media marketing platform，Put the online operator、Offline tourism companies, especially destination management agencies, are related，Leverage the collaborative amplification effect of mobile marketing。

I heard a statement recently，Can be very well applied to the cooperation between destination management agencies and online operators，The cooperation between the two parties should be "a long-lasting marriage，It can’t just be a lively wedding”。Marry and live together，Both parties must have family background，You have to allocate resources。In addition to “beautiful gifts” (marketing funds) for destination management agencies，You also need to have basic network foundation and information foundation，What’s more important is to have Internet marketing awareness and thinking。

In this process，Tourism management agencies should also focus on how to incorporate tourism management agencies at all levels, especially offline tourism enterprises, into the overall pattern of online rural interactive O2O。For example, the electronic ticket marketing system 188bet app download for tourist attractions in Shandong Province integrates more than 100 4A5A scenic spots in the province，Set up unified electronic ticket verification equipment，Except online operators，We especially look forward to offline travel agencies with online marketing foundation joining this system，Become an agent marketing channel for more than 100 scenic spots，The Tourism Bureau does not charge any fees。Under the general pattern of tourism O2O focusing on destinations，Online travel operators should re-examine the destination marketing function in their business models，If you just regard the company’s “destination marketing” department as a pure revenue source department，Then it will ruin this place。

From online destination product organization to offline destination product resource control，And then to the combination and interaction of online business models and offline tourism enterprises，All can be explored during cooperation with the destination，On a deeper level and long-term goals，Optimize your own business model。Current destination marketing department of online operators，In terms of personnel quality、Team structure、Aspects such as delegation of powers，Not yet able to adapt to changes in the landscape and the purpose of optimizing the business model。

For example, the destination marketing department of some operators is a destination advertising department，Little authority，The ability to mobilize and integrate one’s own marketing resources is extremely limited，Limited to developing a "column"，Getting some money done；In addition, the destination thinking mode is not strong，Opening your mouth is like selling advertisements in traditional media。final，Due to restrictions on personnel and functions of government agencies，Many tourism bureaus purchase services when cooperating with online tourism，Entrust an agency to handle it，This is also a big pain point。

Destination marketing cooperation is only an integral part of the online and offline interactive pattern of tourism O2O，The domestic tourism industry is constantly adjusting and changing，Online companies integrate offline resources and companies，Online companies also acquire and merge online companies；Offline enterprises integrate online resources，Offline companies also acquire and merge offline companies。In chaos，There is one main line clearly identifiable: grasping the entrance traffic with one hand，Grab destination resources with one hand，Finally landed at the destination。

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