[Reprinted] I would like to recommend how to increase the flow of people in scenic spots in the off-season of tourism.

Stupid blowing harmony? The stars are shaking? 5? Hey? Guide m? What's your problem? What happened? Bashu was covered? Right? Thin? Although the scientific application of marketing strategy can improve the sales performance of enterprises, all this is based on understanding the market demand. In order to make a scientific strategy, we must first find the tourism demand of consumers, then seize the demand, and then create and guide the demand, so as to formulate a scientific and effective marketing plan to attract consumers to spend in the off-season. 1, Price The underdeveloped economic situation in China determines the price sensitivity of most consumers in China. For example, the hot sale of down jackets in Zhengzhou and other places this summer is the dominant factor in price. The sales of well-known down jackets such as "Boston" and "Yaya" this summer actually exceeded last winter, and a merchant in Zhengzhou Yin Ji Trade City sold more than 300 pieces in one day. "You can get the opportunity to visit scenic spots for free by sending short messages, and lucky tourists can also visit more than 20 scenic spots in Shandong/Kloc-0 for life"-Shandong Provincial Tourism Bureau and Shandong Provincial Tourism Information Center launched the "80-day tour around Shandong" activity, involving more than 20 scenic spots in Shandong/Kloc-0. This is the first large-scale interactive activity in Shandong Province, a major tourist province, to cope with the off-season of the tourism market. 2. Even if there is a "winter drift" in the scenic spots operated by the project, there are probably not many tourists; Even if the ski resort adds skiing events, people's impression of him is winter. Different geographical locations cause different needs of consumers. Goods that are in the off-season here may be in the peak season in other places. 3. Events In the off-season of sales, the occurrence of some major events may lead to the sales from "light" to "prosperous". For example, when Putin visited Shaolin Temple, it was not the tourist season, but the arrival of the current Russian president not only increased the tourist flow of Shaolin Temple, but also enhanced the brand of Shaolin Temple. After understanding the off-season demand of tourism consumers, I realized that there is still demand in the off-season. Only by finding the demand and guiding the demand through scientific marketing strategy can the scenic spot finally improve the sales performance in the off-season. 1. Change the concept of off-season and make the off-season market prosper. "There is no scenic spot depression, only marketing is disappointing." Speaking of the so-called off-season, everyone thinks that potential tourists will not come to the scenic spot for the time being, join a group or drive by car, and no matter how hard they try, they will not achieve their goals. Therefore, sales promotion activities stopped, market development efforts also decreased, and customer visits stopped, resulting in rigid business strategies. However, scenic spots often attribute it to the coming of the off-season of tourism. In this way, in the next off-season, enterprises are not so diligent, so they fall into a vicious circle of "off-season" without sales. Haier Zhang Ruimin once said that "there is no off-season market, only off-season creativity". Therefore, if tourism enterprises want to improve their performance in the off-season, they must first change their business philosophy and establish the consciousness of "no off-season sales". Thinking is the way out, especially in the tourism market. 2. Communicate with travel agencies, transfer management and capital risks, and attract them to sell in the off-season through communication with travel agencies and various promotional means. Publicize the price advantage, rebate policy and profit space of off-season tours, and stimulate travel agencies to send tours to scenic spots through various incentives. 3. Strengthen the incentives for sales staff. In fact, seasonal marketing is beneficial to the marketing effect of scenic spots. Conventional tourist attractions choose to launch large-scale publicity and marketing in the peak season and adopt a comprehensive tightening marketing strategy in the off-season. Faced with all kinds of complicated publicity and marketing, consumers may hesitate, which is not conducive to making consumption decisions. For those scenic spots that do not have the advantages of resources and location, peak season marketing is easily influenced by strong scenic spot marketing and encounters "neglect effect", resulting in little marketing effect. Choosing off-season marketing can avoid marketing competition and produce good results. Chairman Mao is a master of dialectics. We should also unify the idea of off-season marketing for the district managers of the scenic spot marketing department, although the sudden drop in business will often make many salesmen and even district managers lack enthusiasm for work, leading to laziness and lack of spirit to explore the market. In order to improve the performance of scenic spots in the off-season, it is necessary to increase the incentives for business personnel and stimulate their enthusiasm and creativity. Choosing to motivate business people in the off-season can not only improve sales performance, but also find new customers, and at the same time capture the hearts of sales people, which can be described as "killing three birds with one stone". 4. Promotion, reflecting the price advantage of taking care of consumers in the off-season, is a major factor to attract many tourism consumers and travel agencies. Discounting, buying gifts and increasing the added value of products can attract many consumers who are sensitive to price response. 5. Adjustment, another source of performance growth. When the tourism consumption demand in the regional market reaches a certain limit and cannot grow, it is more conducive to enterprises to make strategic or strategic adjustments in the off-season. 6, reduce costs = increase revenue It is an indisputable fact that sales performance will decline in the off-season. When the scenic spot finds that the passenger flow is not greatly improved through various marketing methods, then the equation of "reducing cost = increasing income" should be considered. The reduction of expenses mainly comes from the reduction of marketing expenses in the off-season of scenic spots. Marketing expenses are mainly composed of basic operating expenses such as business entertainment expenses, public relations expenses, travel expenses, office expenses and marketing promotion expenses. Due to the admiration of Chinese people for so-called emotional marketing and the intensification of market competition, high marketing expenses have always made enterprises complain. In this regard, scenic spots should strengthen the control of marketing expenses and reduce off-season consumption. It is suggested that the marketing department of the scenic spot and even the employees of the scenic spot set up a blog or podcast of the scenic spot to promote the scenery, dynamics, information and pictures of the scenic spot on the Internet. (1) Strengthen the supervision of salesmen; (2) Make a reasonable proportion of marketing expenses, and control the marketing cost under this proportion; (3) Establish and improve the supervision and assessment mechanism of marketing expenses. For example, the bill reimbursement offset is combined with the basis behind the bill voucher, such as the reimbursement of scenic spot marketing promotion expenses, and there must be a third-party monitoring certificate and effect feedback data; (4) Strengthen the inspection and control of various target marketing activities. In the face of seasonal alternation between off-season and peak season, only by leading consumption with a positive attitude and implementing creative marketing can scenic spots get out of the off-season cycle and improve sales performance.