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 panic。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 am convinced but hating my hat。It is so valued by its neighbors and scholars。&188bet mobile login;

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 188bet mobile login famous Sui Wen Emperor Yang Jian。

Knock on the blackboard: No one remembers or discusses the reason why Gu Xin 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 buzz about the culture and 188bet mobile login director shooting short videos to endorse 188bet mobile login，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。

First, should the director of culture and 188bet mobile login endorse destination 188bet mobile login?

Destination marketing is a 188bet mobile login 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 188bet mobile login:

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

The second is the impact of destination 188bet mobile login information，The disseminator of the information organization is the destination 188bet mobile login agency、Organization、Associations and their authorized agencies, etc.。

The third is the impact of 188bet mobile login product information，Information organization communicator as 188bet mobile login product operator and other related enterprises、Institutions, etc.。

Fourth is the influence of social 188bet mobile login，188bet mobile login organization communicator is a tourist-centered social relationship。

From the above definition，The director of culture and 188bet mobile login is the number one spokesperson for 188bet mobile login、Combination of second-level information: the director of culture and 188bet mobile login assumes the role of a representative of government agencies to express policies or attitudes，Distribute destination information at the same time。

Looking from this，As an administrative official of the destination management agency, the director of culture and 188bet mobile login endorses various activities of destination 188bet mobile login, 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 188bet mobile login。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 188bet mobile login，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 188bet mobile login endorsed by party and government leaders。

Most of the cultural and 188bet mobile login directors who are currently actively engaging in 188bet mobile login 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 promote in foreign languages；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 188bet mobile login spend public funds to shoot endorsement videos？

Facing public discussion about the director of culture and 188bet mobile login’s endorsement of 188bet mobile login，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 188bet mobile login promotion meeting and spending conference funds。

The "188bet mobile login 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 188bet mobile login infrastructure、188bet mobile login public services and 188bet mobile login image promotion。

Article 25: The state formulates and implements a 188bet mobile login image promotion strategy。The 188bet mobile login department of the State Council coordinates and organizes the overseas promotion of the country’s 188bet mobile login image，Establish a 188bet mobile login image promotion agency and network，Carry out international cooperation and exchanges in 188bet mobile login。

Local people’s governments at or above the county level coordinate and organize local 188bet mobile login image promotion work。&188bet mobile login;

Visible，It is the legal responsibility and obligation of governments at all levels in the destination to allocate funds to promote 188bet mobile login image。The important job responsibility of the director of culture and 188bet mobile login 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 188bet mobile login to endorse，This often makes people think: if there are marketing funds，Then there is no need for the director of culture and 188bet mobile login to speak for himself。or，Emphasis on the shortage of funds but insufficient performance of responsibilities，The reason why the Director of Culture and 188bet mobile login is not the spokesperson。

Same reason，The expenditure of publicity and marketing funds in the endorsement activities of the Director of Culture and 188bet mobile login 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，Do not follow what others say，Let online public opinion go astray。

Third, how can the director of culture and 188bet mobile login grasp the marketing scale when he endorses 188bet mobile login?

188bet mobile login marketing generally consists of image marketing、Information Marketing、Product marketing composition。The process by which 188bet mobile login marketing works，is the &ldquo in the propaganda;188bet mobile login image”Accepted by tourists“188bet mobile login image”The process of comparison。

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 188bet mobile login 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 188bet mobile login speaks for itself. 188bet mobile login 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 188bet mobile login 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”和“Drinking with wine”is not advisable，After all, cultural 188bet mobile login directors and tourists are not the "feudal" ones in the feudal period.;Lonely Letter”。So，The endorsement activities of the director of culture and 188bet mobile login 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 188bet mobile login when he endorses 188bet mobile login？

From the perspective of 188bet mobile login information dissemination，There are several issues that should be paid attention to in the endorsement activities of the director of culture and 188bet mobile login:

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 188bet mobile login，Cause to see“人”Missing“景”，At present, this phenomenon is very common。Please consider the truth from the director of culture and 188bet mobile login who endorses 188bet mobile login: the director of culture and 188bet mobile login is not an attraction to the destination，The scenery behind is。

Part 2，Single-handed。Although the Director of Culture and 188bet mobile login took the lead in charging ahead，Yi Qi Jue Chen，But it is rare that other officials from the destination culture and 188bet mobile login 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 project，It is not the Director of Culture and 188bet mobile login who takes the lead。An online media communication matrix should be established with the destination management agency as the account body，That is to say the video number、Weibo、小红书、Toutiao number、The names of Douyin and other accounts are Bureau of Culture and 188bet mobile login instead of Director of Culture and 188bet mobile login。Secondly，Activate destination 188bet mobile login 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 188bet mobile login 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 188bet mobile login directors。The purpose of falling in love is to get married，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，Visit and consult 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 188bet mobile login 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 188bet mobile login，Traffic does not equal sales。The cultural and 188bet mobile login director’s endorsement activities should also focus on creating the actual atmosphere of the destination product，Associate destination products and channels，Effectively promote the actual conversion of traffic。

To summarize，Destination marketing is the dissemination of 188bet mobile login 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";随”，Because of taboo“随”Word belt“走”next，will be changed to “Sui”。This is Suizhou，Suizhou is also endorsed by the Director of Culture and 188bet mobile login。The past and present complement each other。