Data display from relevant parties，Harbin received a total of 304 tourists during the three-day New Year’s Day holiday.790,000 people，Achieve total tourism revenue of 59.1.4 billion yuan，Both numbers reached historical peaks。The rising enthusiasm for consumption is the most welcome thing in the current social and economic development，It will bring the confidence most needed for the current social and economic development。

The popularity of Harbin this time made people omit her last name，Call his name directly and affectionately“Erbin”，Actually in this winter，“Harbin”There can be more than one new solution，For example，From“Harbin”To“Harbin”。First，Being sincerely friendly to foreign tourists，So sincere that there is no moisture at all (“shore”Remove three points of water from the word and it becomes "";Guest”'s“Bin”，Let tourists truly experience the whole area“Feel like home”feeling)，Second，“your”Most of the meanings of the word in ancient Chinese are “You”，Third，“Ha”The word means politeness in Chinese，In the language of young people“Ha”There is also something almost crazy that I want to get“Love”meaning，For a while, young people also used "" when they were particularly fond of certain foreign cultural elements.;Ha”words。In this way，“Harbin”Isn’t it just properly“Love your guests”“Pamper your tourists”Does it mean？

Getting back to the subject, there are a few points worth paying attention to behind the explosion in Harbin:

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To become popular in the online space through social media and drive a sharp increase in offline traffic has been tried and tested everywhere now“Trick”。Because now more and more people use the Internet to construct local image and recognition，Places are also increasingly selected and consumed based on online text and images。Destinations that have become popular in recent years，Almost without exception they are“Internet celebrity”，Including the former“Historical internet celebrity”They are also re-entering the sight of modern people through the Internet，Enter people’s wish list for travel consumption。

Harbin Polar Park Source: Heilongjiang Provincial Department of Culture and Tourism

Internet celebrities can be roughly divided into spontaneous Internet celebrities and designed 188bet app download Internet celebrities，In most cases, Internet celebrities can be encountered but not sought out。Spontaneous Internet celebrities are those who become famous for no apparent reason，It is the result of spontaneous spread in social media space，Most internet celebrity destinations or check-in points fall into this category。In fact, the fire in Harbin also has this meaning，After all, you don’t want any destination to become popular because of deliberate and careful planning to reverse negative public opinion，Because there is no destination that I can say will definitely reverse negative public opinion，However, the local government adopted the handling of this rapidly spreading negative public opinion as an entry point，Completed the switching of communication hot spots very well。Design influencers have active planning elements，It is the result of social media’s stress response to planning。It cannot be said that there is no way to become an internet celebrity，But it seems to be rare in general (to be honest)，This is a bit like opening a blind box，I don’t know what the result will be)。

Harbin becomes the top&ldquo this time;Fuse”Should have little to do with active design。The premise of active design is the need to have strong control and influence on the media。However, this time Harbin made good use of the rapidly spreading negative public opinion，Expand“Emotional offensive”By incorporating an emotional component without justification，“Use (emotion) to transform (public) opinion”，Effectively connect the activities planned in advance (it is said to start in early 2023，Heilongjiang has designed more than 100 activities)。Compared to the past，Harbin is obviously much more mature and wise in dealing with negative public opinion on the Internet，Quickly calmed down a considerable wave of negative public opinion，And effectively translate it into positive market attention。This shows that the ability of various places to control social media has been significantly improved。

Of course，The characteristic of internet celebrity is that it comes and goes quickly。Harbin advances“Top stream”It shouldn’t be the end of the work。How to effectively handle the excitement online and offline、The peak season potential has been fully tapped and the off-season development opportunities and adaptation problems have become a problem for Harbin, which is still immersed in the favor of the entire network.“Internet celebrity stage”xiang“Post-Internet Celebrity Stage”Then“Comprehensive prosperity stage”Required questions for smooth transition。I believe that what Harbin really wants to pursue is not just a temporary "";The wealth of the sky”。

Second, with the blessing of innovative gameplay

Objectively speaking，Harbin already has very good cultural and tourism resources。This one，Harbin Ice and Snow World is the darling of the winter tourism market every year，Harbin Polar Park“Taoxue Penguin”Already 188bet app a senior internet celebrity。Also，Madiel Popsicle、Harbin BBQ、Central Street、Sofia Church、Baroque Block、Songhua River、Sun Island，And so on，They are all very famous。Good resources lay a solid foundation for good evaluation，It’s all about“Caotai team”“Embroidered legs with flower fists”，It will be implemented soon、Flaws exposed in front of the surging passenger flow、Defeated。

Harbin Ice and Snow World Performance Source: Harbin Ice and Snow World

Of course，The good news is，This time Harbin did not rest on its resource endowments，But with full strength、Tried every means，Innovatively brings more new gameplay based on existing resources、Good gameplay、Unexpected gameplay。Whether it is the critically acclaimed drone flying out of the moon、A dark horse with wings or an ostrich and penguin coming together，It’s all explained，Only“Can make a living”“Super interesting”“Very happy”，It is possible for a destination to be enriched in the minds of the audience through social media、Three-dimensional、Get active，Only then can it be possible to continuously provide&ldquo for the voluntary relay communication of social media;Information bombs”。

Make good use of the "" of modern society;Invisible Man”Strong need for subjective expression (human subjectivity is often highlighted in the relationship with objects)。People's“Yi moving heart”I have been invisible for too long in the serious daily life under the usual environment，Need a release carrier and excuse，They are the kind of“Give some sunshine and it will be brilliant”type，Various golden sayings on the Internet show that the invisible public actually has infinite life wisdom and diverse life interests。As long as there is a suitable scene and space，These smart and interesting people are happy to release themselves on the big stage of their destination、Show yourself。In this way，Visitors create based on their own initiative、Many creative ways of playing out of subjective self-expression and even narcissism have become important materials for social media communication，In the co-creation of host and guest，Provides the possibility to continue to increase market enthusiasm。The new attraction in many destinations is tourists from outside。

Third, we must rationally balance internal and external affairs

In fact, people everywhere are becoming more aware of it，If you want tourists to pay, you must show sincerity to them，Only use considerate service、Reassuring environment、Only with sincerity can tourists enjoy their visit、Experience it comfortably、Safe consumption。If there is no strong execution guarantee，We must truly ensure that everyone works together to manage the chain without letting go、Work together to make everyone hospitable，Not easy。This time Harbin has demonstrated a very high level in this aspect。Existing frozen pears cut into plates、Sweet 188bet sports betting app download potato with spoon、Free rides and other heart-warming gestures，There are also warm inns built on the roadside、Carpet on the steps of Central Street、Removal of dilapidated bus signs and other public services overnight。Almost what tourists want，Harbin is satisfied，So much so that it was nicknamed "ldquo;Pleasing style”。The various ways of treating tourists well regardless of cost are the most talked about in this wave of public opinion，It is also a hot spot for Internet communication，Also received many likes from central media reports。

Night view of Harbin Concert Hall Source: Harbin Cultural Tourism Official Account

From a comparative perspective，Although the specific measures are different，But it should be said that there are obvious references“Zibo BBQ”Traces，Thus, Harbin faces the same problems that Zibo once faced，Analysis at the time“Zibo BBQ”The problem of how to handle the relationship between pampering tourists and loving citizens was mentioned in the phenomenon。As a destination，It’s natural to be friendly to tourists，As a local government，It is only natural to be considerate to the residents。Pet tourists are more likely to attract attention，But loving the citizens is more about moisturizing things silently。It is not easy to get good reviews from tourists who stay for a short time，But getting good reviews from local residents is the real challenge，Because local residents have needs and evaluations with a longer period, more levels, and more perspectives。From this perspective，“Pamper tourists”Is it a good thing to pamper someone so much that the locals call them strangers，In fact, there is also the problem of two sides in one body，It’s worth pondering。If each of our cities and destinations could use a similar mindset to pampering tourists to better serve citizens and investors，Believe in people’s sense of gain、The happiness will definitely be higher，Then this city and this destination will definitely become more attractive。This is roughly livable (for local residents)、(For foreign tourists) Good to visit、(for investors) Yiye’s expectations。For Harbin, this“The happiest city”“National Civilized City”So，Same for all other cities。

Fourth, we must rationally balance the income and expenditure

It’s easy to talk about the hot moment，It’s not easy to stay hot。On the one hand，After you sing, I will appear。Hot spots on the Internet change quickly，Able to last“Domination”’s influencer destination is not common，Because there are always new destinations hoping to take over“Internet celebrity destination”’s baton，Hope to win the title of the top destination on the Internet。On the other hand，All development must be efficient，How to continue the current development model，Deal well with the relationship between costs and benefits，Especially the relationship between hidden costs and 188bet sports betting app download benefits，It is an unavoidable problem。This kind of change“Pamper tourists”How to persist for a long time、How to truly internalize it into the actions of everyone at the destination、“Crazy customer lover”for a long time、How to make the market-level “Pamper tourists”At the operational level, there are ";True harvest”，And so on，There are still many issues that need to be considered。

From a long-term development perspective，Become the focus of public attention、Object of favorable comments，Of course it’s a good thing，But becoming an Internet celebrity should not be the only goal pursued by a tourist destination or a general goal，Avoid“One handsome man covers all ugliness”’s thinking。At the same time，For operators，Internet celebrities bring traffic，Sales drive monetization，The last wave of profit is a wave，Can adopt a harvesting development model，Like grazing，This way you can move to other pastures after the grass is gone，But can’t move、The immovable destination is different，We must adopt a nurturing development model，We must take the path of sustainable development，Only by adhering to long-termism、Platform thinking、Optimize environment、Stable expectations，In order to ensure that there are always flowers blooming one after another，There are waves of tourists arriving，One after another investors come in，Thus allowing the destination to continue to be attractive，Brings consumption power，Form development power。

Fifth, we must promote diffusion rationally

Harbin is the provincial capital of Heilongjiang，are various resources、The center of opportunity，This time, netizens across the country are enthusiastic about it，It also increases Harbin’s status in the province，But there are at least two aspects to consider next。

Harbin Central Street Source: Harbin Cultural Tourism Official Account

On the one hand，Can people’s initial attention to the world of ice and snow be treated in an equal way、The market-oriented mentality is spreading more to other consumption formats in Harbin，Returning from extraordinary service expectations to normalized service demands，Thus better promoting the substantial growth of comprehensive benefits，On the other hand，Can people’s enthusiasm for Harbin be mobilized through publicity and promotion、Investment follow-up、Product iteration、Supply optimization，The completion time ranges from winter to summer to four seasons、Spatially from Harbin to other tourist cities in Heilongjiang、The crowd ranges from young people with great communication power to customer groups with great consumption power、Effective diffusion from tourism consumption environment to global development environment。“A single beauty is not spring，The garden is full of spring with a hundred flowers blooming”。Looking forward to Harbin’s enthusiasm for catching tourists、Continue the market’s popularity、Increase 188bet sports betting app download the depth of development，Increase the depth of development，Getting better。

Sixth, treat exiting the circle rationally

For influencer destinations，Being out of the circle means traffic growth and image promotion，It’s a good thing，But for the entire tourism economy，The emergence of Internet celebrities may reflect the current development dilemma and embarrassment from another aspect。Internet celebrity check-in points may not only mean the joy of traffic, but also mean that people give themselves to others (strategy)，means the destination is more deeply shaped by modern media，It means people’s deviation from the meaning of tourism under acceleration (people become a member of the crowd)。

When the tourism economy is booming，Maybe people don’t care which one is an influencer destination and which one is not，Because everyone has their own preferences for radishes and vegetables，Enough market share can support enough destinations，When the market is not strong enough，Destination needs to do everything possible to become an Internet celebrity so as to compete for the limited traffic in the market (“After you sing, I will appear on the stage”），At the same time, it is also necessary to use the super high traffic of Internet celebrities to increase the popularity of weak local development (“Confidence is more precious than gold”）。However，In many cases, the destinations of Internet celebrities are just "";Online wealth”，How to convert “Online wealth”Convert to“Local benefits”It is still a difficult problem that needs to be solved，So-called“The wealth of the sky”It’s not that easy to catch。Theoretically，It is not difficult to gather the power of the entire network to launch an Internet celebrity destination，But&ldquo on the Internet;Lively”In fact, it also reflects the current meaning of poverty。Suffering from boredom in real life、Feeling of powerlessness、Loneliness、People who are troubled by the sense of invisibility begin to look forward to finding satisfaction and comfort in the hustle and bustle of cyberspace。This is our accelerating society、A burnout society needs care、The side to worry about。(Original title: Li Xinjian