Tourist popularity pyramid

Nuoshi tourism planning directly points to the core issues of tourism, and summarizes the pyramid of tourism popularity from years of practical experience, which stimulates popularity, gathers popularity online and explodes people.

First, stimulate popularity with products as the core (passive marketing is the main marketing method).

1. product marketing

If the scenic spot wants to break through in competitor Lin Lizhong, it must sharpen its unique selling point and give tourists a reason to spend.

The bottom of Lake Aiding: The newly discovered hot pole in China attracts a large number of tourists who are keen to challenge the limits.

Altun: The desert with the highest altitude, with its majestic shape and color, makes tourists linger.

2. Event marketing

Starting from mobilizing the enthusiasm of tourists, we should strengthen the interaction with tourists, enhance their experience and memory, and create the attraction of scenic spots.

Jiayuguan

Since 2004, Jiayuguan has taken the international triathlon as an opportunity to expand foreign exchanges, broaden the tourism market, and constantly enhance its popularity, and has embarked on a new path of "building a sports platform, participating in culture, traveling and singing opera, and developing the economy".

Gold rush trip

Jinlong Cave in Jintan Town, Jiangxi Province is a 3-kilometer underground river. Visitors can use the primitive and ancient gold-seeking methods to find gold with camphor wood, and through their own efforts, they can find glittering golden sands. In addition, the Jinsha gift package was presented, and everyone returned home with a full load, giving tourists a new experience of gold panning.

3. Niche marketing

Accurately positioning the target group and launching targeted marketing measures are the magic weapon to quickly detonate the market at low cost.

Chang Ying Century City

Chang Ying Century City launched a free garden tour for taxi drivers, which stimulated a large number of drivers to flood into the park. Because drivers have frequent contact with foreign tourists, Chang Ying can get the free recommendation rate of taxi drivers. It makes Chang Ying a model of expanding tourist groups from point to area and starting a big market at low cost.

Qinghai Lake

Through special promotion (such as holding a student ID card to discount tickets for various scenic spots, etc. ), Qinghai Lake has created a craze for students to travel to Qinghai Lake. Through the influence of students and other special groups on their classmates, friends, family members and relatives. The number of tourists has finally expanded rapidly.

Second, the popularity of online gathering (with communication and media as carriers and communication networks attracting tourists) takes communication as the core.

1. Alliance Marketing

Scenic spots cooperate with industrial value chain to carry out marketing communication, brand building and other activities, * * * enjoy marketing resources and * * * win the market.

Qinghai Lake

Qinghai Lake cooperates with travel agencies and hotels in Xining, Lanzhou and other places to introduce Qinghai Lake to foreign tourists in time and accurately through these intermediary structures, which finally succeeded in narrowing the distance between Qinghai Lake and tourists and promoting tourists' consumption.

Play swordsman world? Changyou Chengdu Happy Valley

Jinshan Software Co., Ltd. cooperates with Chengdu Happy Valley to provide preferential opportunities for players of Swordsman World to play in Happy Valley. The two teams joined hands to win a lot of customer resources for Happy Valley.

2. Cruise marketing

Expand tourists' perception of scenic spots with concrete objects, enrich tourists' imagination of scenic spots in all directions and attract popularity quickly.

Qinghai tourist motorcade

Qinghai tourist caravan, through national song and dance performances, distributes tourism publicity materials and promotional materials, displays exhibition boards, light boxes and pictures on main road sections, accepts passengers' consultation, plays VCD scenery films, and guides give on-site explanations, etc., and introduces Qinghai's rich tourism resources to many cities. Effectively publicized and promoted the tourism image of Qinghai, expanded the visibility of Qinghai, and promoted the development of local tourism.

3. Film and television marketing

The visual and spiritual influence on tourists makes tourists pay attention to scenic spots unconsciously and stimulates them to make consumption decisions.

The Imperial City and Emperor Kangxi

Shanxi Huangcheng Village paid a huge sum of money for Emperor Kangxi to increase the plot of Chen Tingjing's activities, and at the end of each episode, it added the caption "The Imperial City provides the shooting venue". With the popularity of TV series in CCTV and all parts of the country, the imperial city xiangfu, which is pregnant in the inner room and no one knows her, has finally reached the front desk of the tourism market.

Film and television plays boost Hezhou tourism.

Taking Hezhou as the shooting location, two TV dramas, Tea is a Strong Hometown and Wine is a Hometown Wine, have gained high ratings after being broadcast in various places, and many viewers are deeply impressed by the scenery in the dramas. So TV stations, news media, tourist attractions, travel agencies and government officials jointly attacked, which made Hezhou tourism blowout.

4. SMS marketing

Reducing communication levels, shortening customer distance and enhancing interactive communication are important ways to improve customer satisfaction and loyalty.

Guangzhou Changlong Dynamic Eye-catching Net Chuangguan

Chimelong Happy World teamed up with M-Zone to launch the "King of Dynamic Eye-catching" SMS entry. During the event, all Guangzhou Mobile customers who go to Chimelong Happy World can participate in SMS interactive activities and get rich and exquisite gifts. This enhances the interaction with tourists and brings joy.

5. Internet marketing

Minimize development costs and transaction costs, and maximize scale and benefits, thus providing support for enhancing the brand value of scenic spots and improving overall competitiveness.

Jiuzhaigou network international tourism co., ltd

Jiuzhaigou Network Company is responsible for controlling the number of tourists and protecting the ecological environment. Through a stable and comprehensive network technology platform and standardized management, we will cooperate directly with local service providers and travel agencies in a timely and interactive manner to rapidly expand the amount of information reaching people.

6. Advertising marketing

Only by improving the visibility of scenic spots can we expand our influence and enhance our reputation, and then occupy a favorable market competitive position.

Talking about Chengdu through the blending of mountains and rivers

From the perspective of a younger generation, taking the story of DV helping grandma find her roots as a clue, this paper shows the quietness of Du Fu's thatched cottage, the artistic conception of Wuhou Temple, the noise of Longmen Town in teahouse, the fashion of Chunxi Road and the popularity of authentic snacks, attracting the attention and search of many tourists who want to find out.

Weihai, China is the first city TV advertisement of CCTV.

After the advertisement of city image was put on CCTV, the popularity of Weihai was greatly improved, which promoted the rapid development of tourism in Weihai, and made many overseas people know about Weihai, but they didn't know where Shandong was.

7. Public relations marketing

Make use of all available resources, get the support of the government and the media, and quickly start the market.

Nanyue Hengshan

Liu Lihua, the head of Nanyue District People's Government, personally led a team to form a tourism public relations group with Da Yue as the public relations figure, and made suggestions and promoted Nanyue to the National Tourism Administration in Beijing. This move not only won policy support, but also won a lot of popularity for Hengshan for free.

Third, detonating popularity (detonating the attention of tourists and the media and attracting tourists to take the initiative to pay attention) takes creativity as the core.

1. Festival Marketing

Fully revitalize local resources and hold large-scale festivals. Take large-scale festivals as the carrier to quickly enhance the popularity of destinations.

Guangdong Meizhou Hakka Folk Song Festival

Kite Festival in Weifang, Shandong Province

2. Event marketing

Event marketing is to create the greatest influence with the lowest cost, the fastest speed and the shortest time! Catch this killer, and you catch the tourists' eyes!

Bifengxia is so hungry.

Once unknown, Bifengxia invited an old Chinese doctor to challenge the limit of 49 days without eating, which attracted the attention of many media. For a time, the number of tourists in Bifengxia nearly doubled than usual.

3. Conference marketing

Holding large-scale international and domestic conferences and getting the attention of the media and the government for free is a good way to raise awareness and gather popularity.

Boao Forum for Asia

Since the establishment of Boao Forum for Asia, nearly 2,000 conferences have successively settled in Hainan Island, and the booming conference economy has greatly promoted the growth of tourism in Hainan Province. Conference tourism enriches the content of Hainan's characteristic tourism, breaks the traditional pattern that Hainan's tourism is dominated by single sightseeing tourism, and promotes the comprehensive upgrading of Hainan's tourism products.

2006 World Leisure Expo

Hangzhou successfully hosted the 2006 World Leisure Expo, which played a very important role in promoting the development of exhibition economy, tourism economy and leisure economy in Hangzhou.

Fourth, gathering popularity (starting from the inner insight of tourists and directly hitting the hearts of tourists) takes emotion as the core.

1. Spiritual Marketing

Unlock the psychological password of tourists, penetrate the intrinsic value of tourists and touch consumption.

Ningxia Town Castle Film and Television City: I dream of traveling to the west and love you for ten thousand years.

2. Emotional marketing

Stimulate and satisfy customers' emotional experience to realize consumers' internal emotional needs and enhance tourists' satisfaction and loyalty to scenic spots.

Undersea affection

Qingdao Underwater World takes "love" as the core of its service concept. Over the years, it has devoted itself to explaining love to different groups with different activities, such as inviting mentally retarded children, deaf people and other groups to visit for free, thus gaining great reputation and being well received by tourists and the government.

West Lake Free "Feast"

Since June 65438+1 October1in 2003, many tourist resources in Hangzhou West Lake have been open for free for 24 hours, so more tourists have fallen in love with it, thinking that the West Lake is not only a beautiful forest, but also an excellent place to enjoy life and relax.

3. Hajj marketing

Digest religious resources, industry ancestors, mythical figures, legends and stories, geomantic omen and other resources, hold pilgrimage-colored activities and conduct marketing.

International Confucius Cultural Festival

The cultural festival has realized people's long-cherished wish to admire and miss Confucius by holding unique activities to worship Confucius. In addition, during the event, there will be some ornamental and participatory activities. Qufu successfully attracted many domestic and foreign tourists by holding cultural festivals.

Sacrifice to Xuanyuan Huangdi Mausoleum

As the tradition of the Chinese nation, respecting, loving and worshiping ancestors has continued to this day. The Mausoleum of Huangdi is a sacred place of humanity in the hearts of the Chinese nation and the birthplace of Chinese culture. The Huangdi Mausoleum holds ancestor worship activities from time to time, attracting a large number of tourists.

5. Stay popular (focusing on the tourist experience, lengthening the stay time of tourists and attracting tourists again) with service as the core.

1. experiential marketing

According to the regional characteristics and consumption terminal environment of different scenic spots, fully grasp the characteristics of tourists, stimulate sensitive areas of tourists, and provide customers with unique experience value.

Scenic hotel

Dujiangyan Qingcheng Houshan launched a low-grade farmhouse hotel. Low-priced hotels make tourists seem to have moved their homes to the scenic spot, spend money at home and enjoy the natural environment of the scenic spot. Therefore, the scenic spot "Nongjiale" is welcomed by low-and middle-income tourists.

Garden residence

Dongyue Fishing Village in Qionglai City beautifies agricultural land and makes it a garden-style building. With complete supporting facilities and inn-style management, it has become a leisure and entertainment place higher than "farmhouse music" and lower than the resort, which is very popular among tourists.

2. Entertainment marketing

Combine tourism products with entertainment to create a unique entertainment experience for tourists, so as to seize the attention of tourists and stimulate their purchase and consumption.

Sony center in Berlin

Sony Center in Berlin enables young people all over the world to experience the freshness and happiness brought by high technology.

Golmud's Travel Poker

3. Database marketing

One-to-one precision marketing skillfully expands the radiation effect of scenic spots, meets the needs of potential tourists in advance, and takes a big step ahead in the competition.

CRM Marketing of Chang Ying Century City

Chang Ying Century City has obtained a lot of effective customer information by implementing the real-name registration system for members, and updated its activities and services according to the needs of members, which not only increased the number of repeated garden visits, but also gained its word-of-mouth communication for free.

4. Club marketing

Establishing a one-to-one personalized structural relationship with tourists is not only conducive to cultivating loyal customers, realizing repeated consumption, but also attracting the attention of potential customers for free.

Disney Happy Club

Disney provides a platform for communication and entertainment for people with different value needs by holding various parties and joyful theme activities from time to time, which greatly improves the loyalty of tourists.

Outdoor club

With the help of the club platform, many like-minded travelers set their own routes from time to time, which is both pleasing to the eye and comfortable.

5. Service marketing

Because the service process and consumption process are synchronized, improving service is the trump card to improve tourists' satisfaction.

Interpreting the unique service of China Dinosaur Park

Dinosaur Park combines dinosaur culture with tourists' psychological needs, and puts forward and implements the theme cultural service of "I am a scene in the park". Let every employee play the role of a dinosaur, which makes the interpretation service of China Dinosaur Park and dinosaur culture perfectly combined and highly appreciated by tourists.

Bifengxia

Bifengxia launched a full-service model, where tourists got off the bus and received at least five salutes at the hotel, which made many tourists sincerely sigh that they were staying in a five-star hotel.

6. Brand marketing

Shaking tourists' souls and giving them psychological benefits are the key to driving tourists to spend again.

Songcheng

Song Cheng's concern for the culture of the Millennium Southern Song Dynasty directly aroused tourists' yearning and throbbing for the culture of the Millennium Southern Song Dynasty, and The Legend of the Song Dynasty inspired tourists' enthusiasm for Song Wenhua to the extreme. Song Cheng satisfies the inner desires of tourists and eventually becomes a successful model of domestic cultural theme parks.

Happy Valley of Shenzhen

Happy Valley is deeply rooted in people's hearts with its new, strange and special amusement experience. Frequent use of new tourist facilities and unusual value experience can always bring surprises to newcomers and old customers, making Happy Valley always maintain a strong vitality.

Knox believes that the three elements of tourism success: popularity! Popularity! Still popular! The fundamental problem of tourism is "popularity". Without popularity, there is no travel. An unpopular tourist destination with only stones, flowers, buildings and equipment. With popularity, a tourist destination is called a tourist destination.