Let’s talk about an allusion first: side hat romance

Dugu Xin in the Northern Zhou Dynasty was very handsome，When he was an official in Qinzhou，Going out to the city to hunt one day，Come back late，Hurry into the city，The hat was crooked in the rush。The consequences are: the next day, the officials and people in the city all imitated Lonely Letter and wore their hats crookedly！——《Northern History•Dugu Xin Zhuan》:“The letter is in Qinzhou，Taste Yin Hunter Higurashi，Galloping into the city，The cap is slightly sideways，There are some officials who wear hats when they are asked to do so，I admire the faith but don’t believe it。It is so valued by its neighbors and scholars。”

can be seen，The Lonely Letter is a famous "Lonely Letter" in Chinese history;Internet celebrity”Official，In the ancient society of oral tradition，The influence and dissemination power are the same as today’s“Internet celebrity”Nothing less than concessions。Say more，The lonely letter is“The most awesome father-in-law in history”，His three daughters are in Zhou、Sui、All three dynasties of Tang Dynasty entered the royal family，Being named queen，Including the empress of the famous Sui Wen Emperor Yang Jian。

Knock on the blackboard: No one remembers or discusses the reason why Lonely Letter wore his hat crookedly because he almost violated the ban (closing the city gate) and rode into the city。

Recently, there is a lot of excitement about the culture and tourism director shooting short videos to endorse tourism，The industry is also talking about it，But most of them are discussion phenomena or discussions“Side cap”，Now let’s discuss it from a professional perspective, that is, a destination marketing perspective。

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Destination marketing is a tourism destination agency、Organization、Enterprise’s target market and customer groups，Information dissemination behaviors and activities carried out to maintain and increase the attractiveness of the destination and destination products。

Generally speaking，Tourists’ travel activities are affected by four levels of information:

First, the macroscopic nature of the destination、Culture、Politics、Economy、The impact of health and epidemic prevention and destination emergency information，The disseminator of the information organization 188bet sports betting app download is a government agency、Organizing groups、Enterprise legal person、Public media, self-media, etc.。

The second is the impact of destination tourism information，The disseminator of the information organization is the destination tourism agency、Organization、Associations and their authorized agencies, etc.。

The third is the impact of destination product information，Information organization communicator as destination product operator and other related enterprises、Institutions, etc.。

Fourth is the influence of social information，Information organization communicator is a tourist-centered social relationship。

From the above definition，The director of culture and tourism is the number one spokesperson for tourism、Combination of second-level information: the director of culture and tourism assumes the role of a representative of government agencies to express policies or attitudes，Distribute destination information at the same time。

Viewed from this，As an administrative official of the destination management agency, the director of culture and tourism endorses various activities of destination tourism, which is the proper meaning of destination marketing，is worthy of recognition and encouragement。Internationally，Up to the President and Prime Minister，Down to each country and state、Province、It is common for the administrative heads of destinations at all levels, including cities, to endorse destination tourism。Especially in recent years, this group has often shown off in the Chinese media，Strive to promote the destination，Attract Chinese tourists。For domestic purposes，As early as more than ten years ago，The then governor of Shandong Province, Han Yuqun, spoke for Shandong tourism，Shooted a promotional video。Afterwards，Cities coming one after another、County and district party and government leaders carry out destination endorsements through shooting videos and other forms。In the early stages, our party and government leaders’ travel destination endorsements were still a little serious and reserved，Lack of friendliness and humor，But this situation has changed greatly now。It can be said，No official accent、Friendly and a little humor are the successful elements of destination tourism endorsed by party and government leaders。

Most of the cultural and tourism directors who are currently actively engaging in tourism endorsements are born in the 80s and 90s；Have rich experience in grassroots work；Highly educated；Behave appropriately in front of the camera and neither be humble nor overbearing，Able to use foreign languages ​​for promotion；It can be said to be thoughtful、Knowledgeable、Able、energetic。The marketing activities can be said to be impressive，Remarkable。

Second，Shouldn’t the director of culture and tourism spend public funds to shoot endorsement videos？

Facing public discussion about the director of culture and tourism’s endorsement of tourism，Almost all the acting directors agreed that the videos were shot jointly by the directors and staff，No public funds spent。There are two subtexts hidden here: One: lack of funds for destination marketing，Use your spare time to overcome difficulties and shoot，There is hard work without credit；Second: Regarding the filming of endorsement video activities“Legitimacy”A bit vague，It seems that it is not as reasonable as holding a tourism promotion meeting and spending conference funds。

The "Tourism Law of the People's Republic of China" expressly stipulates:

“Article 24  The State Council and local people’s governments at or above the county level shall allocate funds according to actual conditions，Strengthen the construction of tourism infrastructure、Tourism public services and tourism image promotion。

Article 25: The state formulates and implements a tourism image promotion strategy。The tourism department of the State Council coordinates and organizes the overseas promotion of the country’s tourism image，Establish a tourism image promotion agency and network，Carry out international cooperation and exchanges in tourism。

Local people’s governments at or above the county level coordinate and organize local tourism image promotion work。”

Visible，It is the legal responsibility and obligation of governments at all levels in the destination to allocate funds to promote tourism image。The important job responsibility of the director of culture and tourism is to obtain government marketing and promotion funding support，The second is the planning and implementation of destination marketing activities。Of course it is not appropriate to use financial constraints as the reason or reason for the director of culture and tourism to endorse，This often makes people think: if there are marketing funds，Then there is no need for the director of culture and tourism to speak for himself。or，Emphasis on the lack of funds but insufficient performance of responsibilities，The reason why the Director of Culture and Tourism is not the spokesperson。

Same reason，The expenditure of publicity and marketing funds in the endorsement activities of the Director of Culture and Tourism is also in compliance with regulations，No need to be secretive at all。A layman watching the fun，An expert knows the way，Those in the industry should have a way to discuss it，Don’t follow what others say，Let online public opinion go astray。

Third, how does the director of culture and tourism grasp the marketing scale when he endorses tourism?

Destination marketing generally consists of image marketing、Information Marketing、Product marketing composition。The process by which destination marketing works，is the &ldquo in the propaganda;Destination 188bet app Image”Accepted by tourists“Destination Image”Comparison process。

2020，The short video of Cema Grassland shot by He Jiaolong, then deputy magistrate of Zhaosu County, Xinjiang Uygur Autonomous Region, attracted attention。From a professional perspective of destination marketing，There is a little paradox hidden here: If tourists really want to travel to Zhaosu, they will be like Deputy County Magistrate He Jiaolong in the grassland rivers ";Horse galloping”，There was even a group of people nearby to carry out“Travel Photography”。I’m afraid the local government doesn’t want to see such a scene，The main reason is that travel safety is more important than Mount Tai，What to do if a tourist falls？！

The director of culture and tourism speaks for itself. Tourism is the process of conveying the image of a destination，The image expressed in the communication content during the process must conform to the theme of the destination attraction，At the same time, we must also convey health、Green、Safety、Civilization and other tourism concepts，This is the principle that government officials must follow when conducting destination promotion and marketing。

from this，At the destination scenic spot“Horse galloping”and“Drinking with wine”is not advisable，After all, cultural tourism directors and tourists are not the "feudal" ones in the feudal period.;Lonely Letter”。So，The endorsement activities of the director of culture and tourism should always bear in mind the scale and even the bottom line of the public service role of a government official，Secondly, it should meet the professional requirements of destination marketing。

Fourth，What are the professional principles followed by the director of culture and tourism when he endorses tourism？

From the perspective of tourism information dissemination，There are several issues that should be paid attention to in the endorsement activities of the Director of Culture and Tourism:

One，Obsess the guest。The focus of destination marketing is destination attractions，In the era of online social media communication，The audience can easily shift the focus of discussion and re-dissemination to the Director of Culture and Tourism，Cause to see“人”Missing“景”，At present, this phenomenon is very common。Please consider the truth from the director of culture and tourism who endorses tourism: the director of culture and tourism is not an attraction to the destination，The scenery behind is。

Part 2，Single-handed。Although the Director of Culture and Tourism took the lead in the charge，Yi Qi Jue Chen，But it is rare that other officials from the destination’s culture and tourism bureau follow him，You especially didn’t see the destination scenic spot、Travel agency、Hotels and other companies respond to requests。Destination marketing is a systematic 188bet online sports betting project，It is not the director of culture and tourism who takes the lead。An online media communication matrix should be established with the destination management agency as the account body，In other words, video number、Weibo、小红书、Toutiao number、The names of Douyin and other accounts are Bureau of Culture and Tourism instead of Director of Culture and Tourism。Secondly，Activate destination tourism enterprises、Distributors and the public participate，Cooperation，Building destination information dissemination pattern。

Part 3，Anticlimactic。Destination marketing is a continuous process，After stimulating travel motivation in image marketing，We also need to carry out information marketing，Guide tourists to collect and receive destination guide information、Strategy information、Product information and other content。This stage is the key to attracting tourists and the traffic conversion stage，After being endorsed by the destination cultural tourism directors of a few counties, they often do not provide and disseminate rich, detailed and accurate destination information at this stage，Even through the official WeChat account、Weibo、No official travel guide information can be found through Xiaohongshu and other channels，This problem is hidden behind the lively endorsement activities，Deserves the attention of cultural and tourism directors。Endorsement activities must be result-oriented，Endorsement activities must be result-oriented。

Fourth，Buy a casket and return a pearl。2019 Google and Bain & Company research shows，The most diligent travel planner conducts more than 500 Internet searches for information，And visit more than 50 travel websites before booking the product；Even passive travelers conduct 33 Internet searches，Visited 12 travel websites。Generally speaking，For county destinations，There is a close relationship between destination image and destination products，Unlike the alienation between national and provincial destinations。County and district destination marketing must soon enter the product marketing stage，That is, how tourists play at the destination。The endorsement activities of the Director of Culture and Tourism are basically based on image marketing，Free from the product。Of course，Rarely in Meituan、Tongcheng、Ctrip、Mafengwo and other platforms searched for products corresponding to the director’s endorsement scene (horse racing on the grassland)。Product marketing is the last step of destination marketing，is the main criterion for measuring the endorsement activities including the Director of Culture and Tourism，Traffic does not equal sales。The cultural and tourism director’s endorsement activities should also focus on creating the actual atmosphere of the destination product，Associate destination 188bet app products and channels，Effectively promote the actual conversion of traffic。

To summarize，Destination marketing is the dissemination of tourism information，Maintain and increase destination tourist arrivals、Extend your stay and expand your travel expenses。Destination marketing is systematic、Continuity、Routine business work，Since it is a systematic transaction，If you place your hope on“Ideas”Marketing、“Internet celebrity”Marketing and more make destinations soar、Become famous overnight、Breaking fame in one day，Mostly unrealistic ideas。The reason is simple: short-term measures are difficult to achieve long-term effects，Especially difficult to achieve“Extend your stay and expand your travel expenses”’s marketing purposes。

Guangxin’s son-in-law Yang Jian was once granted the title of Sui，After seizing the throne, the country was named "ldquo";Sui”，Because of taboo“Sui”Word belt“走”next，will be changed to “Sui”。This is Suizhou，Suizhou is also endorsed by the Director of Culture and Tourism。The past and present complement each other。