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Author of this article: Guo Yumin 2024-04-10 18:56:31

Culture and tourism should actively embrace short videos

Since entering the first quarter，The domestic cultural tourism market is full of vitality，Hot topics frequently appear in the circle，“Splashing the sky with wealth”Smashed“Erbin”The Northeastern eldest brother straightened up and said "ldquo;We’re okay”，Then unwilling to be lonely“Four Provinces of Mountains and Rivers”Moving the battlefield to Douyin，Enabled“Cultural Tourism Internal Volume”，Also offers advice；Tianshui, Gansu Province in the far northwest，With a bowl of“Mala Tang”Attracted more than three million“Foodie”Goed to check in and spent 2 billion；Rabbing here and there，The&ldquo in the Central Plains;Kaifeng Wangpo”Gaining great marks to Henan through the offline version of "If You Are the One"。These popular cases of leaving the circle are inseparable from the spread of short videos。Today，Short videos have become one of the important publicity and promotion channels that influence the development of the cultural tourism industry。

So for the development of cultural tourism industry，How short videos empower the development of the cultural tourism industry，How to seize short video development opportunities，Play TikTok、WeChat short video platform value，Enhance the influence of urban tourism brand，Become one of the important platforms for revenue conversion of cultural tourism enterprises，This is a question that requires us to think deeply。

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188bet Online Sports Betting and Casino The important role of short videos in the cultural tourism industry

With the development of the times，The publicity and promotion methods of the cultural tourism industry have undergone major changes，From Mafengwo、QIYOU、From graphic and text-based travel guides represented by Weibo to short videos represented by WeChat video accounts and Douyin、Live broadcast and Xiaohongshu short articles, etc.，Bringing tourists multiple perspectives、Multi-dimensional audio-visual experience。

188bet app Related reports show,Douyin’s daily active users will reach an astonishing number of 800 million in 2023，The average daily usage time of Douyin users is 109 minutes，First quarter of 2023，The number of users interested in traveling on Douyin platform exceeded 400 million，Short videos are becoming an important channel for publicity and promotion of the cultural tourism industry。

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For the development of cultural tourism enterprises，Short video promotion can ";People、Production、field”and other service formats and service contents are more comprehensively presented to users，Achieving precise grass planting、Improve corporate brand image、Marketing products and services。For tourists，The game strategy presented in the short video is more valuable for guidance and reference，Save a lot of time for tourists、Speed up the efficiency of tourists’ decision-making，The role of tourists is both experiencers and disseminators of tourism elements。For urban development，Be able to better integrate local humanities and history in multiple dimensions、Folk custom intangible cultural heritage、Cultural and tourism resources、Contents such as shopping and food are displayed in front of users，It is to promote local economic development、One of the important means to improve the night economy。

Since this year，Harbin、Tianshui, Gansu、Kaifeng, Henan and other places have become hot searches through short video promotion，Attracting a large number of tourists to check in and play，Promoted the development of local tourism economy。

#harbinice and snow world short video topic views reached 103.600 million times，Promote the rapid development of local tourism economy。According to statistics，Harbin received a total of 304 tourists during the New Year’s Day holiday.80,000 tourists, total tourism revenue 59.100 million yuan。Receiving tourists during the Spring Festival holiday 1009.30,000 people，Tourism revenue 164.200 million yuan；#天水 Malatang short video on related topics has been played more than 4 billion times，Tianshui City received 353 tourists in March only.60,000 people，Achieve comprehensive tourism income 20.500 million yuan；#Kaifengwangpo short video on related topics has been played more than 5 billion times，And it is still growing，“Wang Po”Kaifeng Long Live Mountain Martial Arts City Scenic Area，Travel search popularity 188bet online sports betting increased more than 7 times month-on-month in the past week，Ticket bookings increased more than 2 times month-on-month。Based on Tongcheng travel data，The search popularity of Kaifeng tourism increased by 94% month-on-month in the past week，Hotel bookings increased 44% compared to the same period last year, the booking volume of train tickets to Kaifeng has also increased significantly.

02 Challenges brought by short videos to the cultural tourism industry

So, in the current era of rapid development of new media,Short videos accelerate the promotion of cultural tourism industry，The quality and efficiency of communication have been significantly improved，But it also speeds up the dissemination efficiency of public opinion，Facing contradictions in travel-related services，Short video can restore the truth of the incident from multiple perspectives，Have an important impact on corporate public opinion management。So for tourism-related companies、In terms of city management，How to improve service quality，Improve management level，Preventing public opinion incidents is the biggest challenge facing the cultural tourism industry。

The development of short videos is an opportunity for the cultural tourism industry，Also a challenge。First half of 2023，The cultural tourism industry is recovering，Xi’an、Sanya、Businesses have appeared in Yunnan and other places、Tour guide、The travel agency is an ugly cheater、Mandatory shopping、Insulting tourists incident，Causing a heavy blow to the development of the local tourism industry，Seriously damaged the city、Corporate brand image。

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03 The current application status of short videos in the cultural tourism industry

Douyin short video since its birth，From the initial creation of entertainment and comedy content by individual users to now, major corporate brands have settled in as important brand promotion and product sales channels，“Short video economy”Causing various industries to attach great importance to it。

Xi’an is a city that frequently appears on Douyin’s topic list，From“Datang Everlasting City”Beautiful view“Tang suit and Hanfu”Visiting the ancient city，Become a tourist“Unlocked”How to travel to Xi’an，“Throwing a bowl of wine”“Miss Tumbler”“The Secret Box of the Tang Dynasty”One hot topic after another makes Xi’an continue 188bet sports betting app download to appear in front of netizens to achieve grass planting，According to official data，Xi’an will receive tourists throughout 2023 2.7.8 billion people、Tourism revenue 335 billion yuan，increased by 33 respectively.9%、65.1%。

Source: Datang Evernight City Official Account

Xi’an is not the only tourist city that has become popular with Douyin short videos，Chongqing as an internet celebrity tourist city，Hongyadong stands next to the mountain with layers upon layers、Liziba light rail whizzes past through the building、The Yangtze River Cableway travels across the river in the air，Made into short videos by netizens and shared on the Douyin platform，Quickly attract the attention of netizens and check in，Nowadays, tourism has become one of the important driving forces for Chongqing’s economic development。

In addition to city tourism promotion，Some companies also use Douyin short videos to transform and develop。February 2023，New Oriental launches“Oriental Selection to See the World”Cultural tourism brand account，Blow the clarion call towards the cultural tourism industry。Subsequently，Oriental Selection Enters Yunnan、Zhejiang、Shanxi、Hebei、Gansu and other places，Take everyone to major tourist attractions to explain culture and history through a special live broadcast，At the same time, match special agricultural products、Travel routes offer carefully selected products to fans，Looking at the cultural tourism themed special event as a whole，Short video views、Number of live viewers、Live broadcast sales、Fan growth rate、The topic popularity and other indicators have achieved good results of over 100 million yuan for the cultural tourism special live broadcast。

04 What value can short videos bring to cultural tourism

Currently，Domestic leading tourist attractions such as Wuzhen、Huaqing Palace、Zhangjiajie、Yuntai Mountain, etc.，Hotels such as Jinjiang Hotel、MOXY Hotel、Boutique Home Inn、Zhuhai Play Hotel and other travel-related service companies have settled on the Douyin platform。Analysis from the current situation，The appeals of various tourism-related companies entering Douyin mainly fall into the following categories。

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The first is to use short videos for promotion.Various tourism-related companies will initially settle on the Douyin platform，The main appeal is to use Douyin to promote self-operated products and services，Improve brand 188bet app download influence，Publish marketing activities to grow grass and attract fans’ attention。

The second is to use live broadcast to achieve marketing conversion.Live broadcast can introduce products and services more comprehensively，By matching discount package、Marketing strategies such as gift packages for newcomers stimulate consumption conversion，Achieving preliminary closed-loop marketing。

The third is to use e-commerce platforms to achieve universal marketing.For enterprises，While building your own short video account，Use Douyin e-commerce platform to launch relevant hotels、Scenic spot tickets、Catering and other travel-related products，Attract more Douyin accounts to distribute related products through commission sharing policy，Form national marketing。

According to the author’s in-depth analysis of travel accounts in May 2023，“Tesco Nationwide”Douyin account sells travel routes through Douyin and achieves sales of 20 million in a single month，Monthly sales of Wuzhen Scenic Spot is 4 million yuan，“Guangzhou Chimelong Panda Hotel”Monthly sales 20 million，Yinji Ice and Snow Hotel sold 10 million yuan，“New Forbidden City Cultural and Creative Industries”Monthly sales of cultural and creative products 7 million yuan，China Youth Travel Service flagship store’s Douyin account sold 7 million yuan in travel products in a single month，These data are only the single-month sales revenue of Douyin live streaming。According to the official report of CYTS，China Youth Travel Service has actively explored the use of Douyin short videos in recent years、Carry out product marketing through live broadcast and other forms，618、Live broadcast GMV exceeded 10 million yuan during Double Eleven，“China Youth Travel Service Flagship Store”Douyin account sales will exceed 100 million yuan in 2023。

Short video has become one of the important opportunities for the development of the cultural tourism industry。By making full use of the advantages and features of the short video platform，The cultural tourism industry can better demonstrate its charm and characteristics，Attract more consumer attention and participation，Achieve sustainable development。

I thinkCultural and tourism companies should actively embrace the changes of the times and short video development opportunities，Accelerate the layout of cultural tourism short videos，Of course, the premise is the upper and 188bet app lower opinions、Same goal，Remember to toss again and again，Defining assessment tasks out of touch with reality，Disrupted the normal short video work promotion plan。In terms of content output，Must fit the corporate culture、Character of outbound personnel and characteristics of the scenic spot，For fun、Novel form attracts the attention of netizens。

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