Affected by the epidemic, the tourism market has undergone tremendous changes.

Consumer decision-making cycle and travel radius shortened。As summer approaches，On the basis of epidemic prevention and control，The cultural tourism market shows a partial recovery，Shenzhen、Jiangsu、Shanghai and other provinces and cities where the epidemic is gradually recovering，Water category、Graduation-related themed products are becoming more popular。

Meituan search data display，Happy Valley、Sunac Paradise、Chimelong Paradise and other amusement parks are the first to usher in the graduation season peak passenger flow；As of June 15th，以“Graduation Travel Photography”The search volume for the keyword increased by more than 500% month-on-month。

“The epidemic has accelerated the transformation and reform of the tourism industry，On the marketing side, scenic spots need to solve the problem of mastering traffic passwords in the new media era。” An industry expert said，“New media does not necessarily mean two tweets and one shake，All media that can reach consumers，It can all be called new media，This also includes the Internet‘Grow grass’He trading platform。”

It turns out that the main guests of the scenic spot cannot come，A former tourist city“Star Scenic Area”How to save yourself？A new project that has been carefully prepared for many years，Just opened but caught up with the epidemic，What about the new scenic spot“Breaking the situation”？Zhihui sorted out recent successful cases in the industry，Summarized a set of &ldquo suitable for different scenic spots;Practical self-help rules”。

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“May 22，Last day of Qingdao Underwater World Walking Festival，The daily order volume of the scenic spot reaches nearly a thousand，This is the highest single-day peak since the May Day holiday，Ticket inspector、The staff at the tourist service center are so busy that they are hitting the back of their heads。”The person in charge of the marketing department of Qingdao Underwater 188bet online sports betting World remembers it very well，“The morale of the friends was immediately lifted，Because in just one week，We have achieved offline ticket checking volume、Consumption amount、Three data of consumption increased by 100% month-on-month。”

Qingdao Underwater World is the first aquarium in China，This year marks the 90th anniversary of the establishment of the museum。Before the epidemic，It came to Qingdao from a different place“Must-see attractions”；After the epidemic，Off-region passenger traffic dropped sharply，Scenic spot revenue hits record low。

The team started to think of a solution.

The first is the refined management of data，Objective understanding of the changes in the tourist source structure of scenic spots。Take May 1st to May 26th, 2022 as an example，Visitor source appears as “Local type”，This city accounts for 70%；Compare data for the same period in 2021，Tourists appear to be out of place。Therefore，It is urgent to find a business breakthrough for the local market。

Comparison of tourist origins in May 2021 and May 2022 for the same period

The second step is to think about how to make local tourists think of the scenic spot during weekdays and weekends，Want to come and play，And I am willing to come many times。End of April，# I really recommend everyone to go to Qingdao in the summer# and the topic became a hot search on Weibo，Although April is not the traditional peak tourist season，But tourists’ suppressed desire to travel，Let Qingdao Underwater World Marketing Group see the opportunity，“In the context of the normalization of the epidemic，Maybe the Seventh Festival and Two Months are no longer the only nodes for scenic spot marketing，It is more important to seize daily operational opportunities。”

Weibo netizens express their longing for Qingdao

Creating peaks and valleys in the off-season。Scenic spots choose to join“Beautiful Day”的“Meituan Walking Festival，Travel around easily”Off-season marketing activities，around 520、521 couple theme，Planning "Come to the Bottom of the Sea";Baobao you”》Marketing theme，Create special supplies，And carry out combined delivery on local platforms。

Clever combination of new local supplies。“Changes in customer source markets，Forced us to make changes to single tickets。”Introduction to Qingdao Underwater World Marketing Manager，During 520，Limited time and limited sale in scenic spots“5.21 yuan special traffic diversion ticket” “520 Special Ticket for Two Persons”；With a variety of“Second sales combination”，Including&ldquo priced at 176 yuan;Double ticket + 1 cup of milk 188bet online sports betting tea”and“Double ticket + 1 candied haws on a stick”；priced at 218 yuan“Adult leisure annual card + milk fish 10 times coupon”；Introduced&ldquo for family travelers;Parent-child 1 large 1 small Qingdao Underwater World leisure annual pass + milk fish 15 times coupon”Waiting for new supply，Couples covered、Family customers，Affordable and ceremonial，Received praise from many consumers。

Boldly try new tools to attract traffic. “Marketing funds are very limited，So we pay more attention to the direction of resource investment， Through Meituan Qingdao main venue and takeaway、Meal arrived、Combination delivery in multiple scenarios such as hotels，Qingdao Underwater World has achieved multiple exposures and precise access to consumers in this city，The average purchase rate is 2-3 times that of normal days，Much higher than the previous delivery efficiency。”The marketing manager of Qingdao Underwater World said。

Meituan Yoyo Festival "Come to the Bottom of the Sea";Baobao you”》Theme promotion page

After fighting a good marketing battle，Qingdao Underwater World responds to government call，From June 1 to December 31, 2022，Open to domestic and foreign tourists free of charge。

“We are willing to provide services when needed，Undertake social responsibility of Qingdao Underwater World。The market environment has been ups and downs this year，As a scenic spot marketer，What remains unchanged is continuous innovation and exploration，Bring new and better experience to tourists，I hope to put more effort into developing new potential customer groups in the future，I also hope to cooperate with surrounding accommodation、Attractions、Integrated marketing for restaurants and other businesses。”The marketing manager of Qingdao Underwater World said。

“Newest”The scenic spot uses the Internet to attract tourists，Exploring the true needs of tourists to increase sales

Nanjing Jinniu Lake Wildlife Kingdom (hereinafter referred to as “Animal Kingdom”) Officially opened in 2019，More than two years，This“Newest”Scenic spots use the Internet platform to attract traffic，Gradually accumulated fame。

Affected by the epidemic，Animal Kingdom faces bulk travel order cancellations and refunds。Early 2022，The cancellation rate of booked travel orders exceeds 80%，Scenic spot cash flow is tested。Through product service、Continuous innovation in aspects such as creating tourist awareness，Scenic area passenger flow、Ticket and secondary sales revenue both achieved significant growth。

Li Kangbin, deputy general manager of Animal Kingdom, thinks，The tourism industry has gone from the era of shortage、Increment 188bet app Era、The traditional era has entered the era of surplus、Stock Era and Digital Intelligence Era，Don’t pursue elegance and luxury，Really create good products、Good service and good content，Only to impress tourists。

On the supply side，Animal Kingdom United Peripheral Catering、Accommodation、Leisure and entertainment merchant，With different business vouchers to assist sales，Buy the four types of tickets currently on sale at Animal Kingdom，You can get a second-sale voucher or a nearby hotel coupon。“Vouchers can be used for tourists to experience the ice and snow world、Rainbow Slide、Glass Plank Road、Used for entertainment projects in the Animal Kingdom such as amusement parks，You can also directly exchange for animal amusing feed materials；Hotel red envelopes can be directly used to deduct room charges at partner hotels。This can give tourists a feeling of great value for money，It can also promote integrated marketing of various business formats，It is a win-win method。”

Jinniu Lake Wildlife Kingdom“Fun Detective Team”Offline scene

In addition，In order to better adapt to the consumer needs of parent-child travel groups，Animal Kingdom launches annual pass、New monthly card products，Parent-child 2 adults and 2 children New Year’s card、Parent-child 1 large and 1 small annual cards are priced at 588 yuan and 320 yuan respectively，“Equivalent to two big meals，You can play in Animal Kingdom for one year。”Li Kangbin said。

If you say，Supply combination is a common method in the industry；Such a unique IP store visit and grass planting activity ，Help the animal kingdom borrow“Content”Guide users to a new understanding of scenic spots，Efficient customer acquisition。

This year’s May Day Eve，Animal Kingdom participated in the Meituan Tickets“Fun Detective Team”Marketing Project，Just three weeks，The month-on-month growth rate of consumption coupon volume exceeded 200%，The growth rate of gross consumption income reached nearly 500%。

Introduced by Li Kangbin，“Fun Detective Team”is a new store exploration project launched by Meituan with a detective character，All the grass-roots content is based on Meituan’s massive user reviews，More targeted。In user reviews at Animal Kingdom，The most mentioned one is“Cute Pet Paradise”“Cute little animals”etc. tag，The project team extracted these common concerns and needs，Create an exclusive theme for the Animal Kingdom store，And invite parents and children、Young lovers and other highly adapted detective team experts go to the offline in-depth 188bet app download experience，Guide users to form new cognitions，Finally, take advantage of Meituan’s multi-scene exposure advantage in local channels，Facilitate the efficient spread of store exploration content。

“It can be said，The "Fun Detective Group" allows tourists to realize that Jinniu Lake Wildlife Kingdom is not an animal kingdom just for visiting，It is also a cute pet paradise that allows visitors to have a real interactive experience。”

 Jinniu Lake Wildlife Kingdom“Fun Detective Team”Offline scene

“Listen to voices from different levels，Improve products and services、Improve tourist satisfaction，is our next main direction。”Li Kangbin said，“I hope that we can continue to strengthen cooperation with Meituan from multiple perspectives such as new store visits and all-round evaluation，Provide tourists with a more satisfactory travel experience。”

New requirements，New Supply，New media marketing has arrived，How to take advantage of the momentum？

Comprehensive of the above cases，We summarized the marketing of scenic spots“Breaking the situation”'s key node。

Emancipate the mind，Start from needs。From“Seller’s Market”xiang“Buyers market”'s transformation，Change passive into active，What can I (scenic spot) give you？What does it take to become a tourist、What visitors may need？Put tourists’ preferences first，From meeting the new needs of tourists，Evolved to guide tourists to discover new needs。

Pay attention to data，Refined operation。Through accurate and effective data analysis，Getting the source of tourists、Changes in travel needs and consumption habits，Form the "ldquo for scenic spot marketing;Operations Headquarters”，Adjust supply accordingly。

Pay attention to local，Breaking the boundaries of thought。In space operations，Keep abreast of local travel trends；In time operation，Abandon the traditional idea of ​​seven festivals and two months，Time to pay attention to daily operations；In media selection，Pay attention to Internet planting、The user reachability of the trading platform。

Zhihui learned，February this year，Meituan Ticket Release“New landmark of a better life”Marketing Strategy，Extract“Three quantities”Marketing Rules，That is, through the creation of volume、Effective introduction of local traffic and service guarantee of supply strategy and performance link，Brings the final sales conversion，Qingdao Underwater World、Jinniu Lake Wildlife Kingdom is a new landmark of a better life in the marketing strategy“Meituan Walking Festival”and“Fun Detective 188bet online sports betting Team”Successful Practice of Marketing Tools。

Zou Xiaodi, head of integrated marketing of Meituan Tickets said， “The future marketing of scenic spots will be through online and offline full links、Integrated marketing with multi-scenario capabilities，Online grass planting，Offline experience，The marketing content users see online can be experienced and felt offline，Also brings brand reputation to the scenic spot、Multiple benefits such as revenue growth。As an Internet high-tech retail enterprise，We hope to use the advantages of the platform to deeply explore the local life field for many years、Mature digital and marketing capabilities，Help scenic spots gain customers efficiently，‘Rising against the trend’，Helping the recovery of consumption in the tourism industry。”