What is the relationship between tourism planning and tourism planning?

Tourism planning guides tourism planning, planning first and then planning.

Eight Misunderstandings in Tourism Planning

Myth 1: You only know planning, but you don't know planning.

Many scenic spots and urban construction only know the planning but not the planning. This is the cause of the system. Planning has entered the administrative procedure, but it still lingers outside the door, which is a major reason for the waste of decision-making by our government. According to the World Bank's estimation, during the period from the Seventh Five-Year Plan to the Ninth Five-Year Plan, the loss caused by investment decision-making mistakes was about 400 billion to 500 billion yuan. There is reason to believe that this is mostly caused by lack of planning! These investment projects have beautifully packaged plans, and none of them can be launched without planning. But it is precisely because of planning that we feel happy and carefree. How many absurd things have we done under the guidance of seemingly scientific and reasonable planning!

In order to develop tourism, bosses and government departments have to make plans before they can apply for approval. This is an administrative procedure. However, it is usually regarded as a market procedure. After the planning is completed, bosses and officials directly regard planning as a plan to guide development, construction and marketing in order to save money or not know the importance of planning. In this way, investment decision-making mistakes will become scapegoats, and almost all investment decision-making mistakes can be attributed to "planning absence mistakes" and "planning failure".

Every time we start the planning of a city or a scenic spot, I always talk to the decision makers about a point: construction without planning guidance is disorderly construction, and planning without planning guidance is disorderly planning.

As the name implies, "planning" means "making suggestions", "planning" means "designing according to the planning regulations" and "building" means "designing and building according to the planning".

Planning, hanging on the wall; Planning and planning, the market speaks.

Plan to see the officialdom, plan to see the market. This is the fundamental difference between the two.

Almost every project we plan has been planned in the early stage, but after the government and the boss got it, it was still more than the tiger could bear. Even many grassroots officials told me: "To be honest, I may do better than them in these programs!" Let's see, most planning is a collection of materials. This is equivalent to buying lettuce, sorting and washing it, and cooking it without adding materials. These plans only play the role of buying food and washing vegetables. Cooking depends on planning, and finally a delicious meal can be served to consumers.

Now with the all-round penetration of the market economy process, the government has begun to attach importance to planning and marketing, so some planning units that act according to the government's face have also begun to get involved in planning. They told the government that our planning also includes planning, and a sum of money includes planning and planning, killing two birds with one stone and ensuring your interests! We often hear an idiom called "crossing the line". Can the grocer in the hotel replace the chef? It is common sense that a chef can wash vegetables and a vegetable washer can't cook.

There are two fundamental problems in planning, one is that thousands of people are on one side, and the other is that they are divorced from the market. Many schemes give people a sense of deja vu, and most product projects are either mediocre or copied. Most of the planning is done by teachers and students in the college, and they don't have a deep understanding of the market. Their works have cultural connotations, but they lack research on consumers and human nature and practical experience in marketing, which leads to the lack of market competitiveness of tourism projects.

Seriously, planning is hard work! Planning is well done, and hundreds of thousands of people in this city can eat by the effect of our planning; If the planning is not done well, hundreds of millions of people will be involved, which is equivalent to killing hundreds of lives. So planners and planners are "playing hard". If they play well, they will save lives. If they don't play well, they will kill people! So planners and planners must have a high sense of responsibility. Only when you can afford it and play well can you come in and play.

Misunderstanding 2, five ones, five steps back

The so-called "five ones" means making a movie, publishing a set of books, publishing a CD, singing a song and having a festival. This is the "old five trick" for many city governments to develop tourism. Our government's learning method is investigation learning, and the innovative method is copying. Therefore, this "magic weapon" is very popular in government departments and will be used almost as long as new officials take office.

The law of marketing is that familiarity leads to contempt. If there are too many of the same things, people will be numb and will not be able to do it. In the late 1950s, Dali and Shilin made two films, one called Five Golden Flowers and the other called Ashima, which made these two tourist cities fire up, so cities all over the country began to explore their own cultural themes and engage in film marketing. This routine has been played for half a century, and it is still regarded as a magic weapon by our officials today. It is simply unimaginable! What is the success rate of making a city alive with a movie? Sixty years after the founding of the People's Republic of China, there are no more than ten in the country! This kind of low probability marketing activity is warmly welcomed by our leaders, and investment decision-making mistakes will happen again.

After decades of "five ones", almost every city now has its own set of books and a CD-ROM, which are warmly given to tourists. Who says my hometown is good! I wish someone would take it back to the shelves. Who knows that the guest will lose it as soon as he turns around, and the CD won't really be taken back to watch. The final destination of these two things is the waste collection station. What a waste! Every time we plan a project, we will ask Party A to provide a large number of books and materials, but we will definitely send them back to Party A after the project is completed, because it is useless to keep them and it is a pity to lose them. In a low-carbon society, we are advised to make less garbage. Books and CDs are not impossible to make. It is suggested that we copy less, try not to send guests, read and play in the local area, and make the best use of it.

Don't suggest singing a song. Works of art circulating all over the world are hard to find, and can't be made by an administrative order! Songs have a spectrum, but the idea that a song can prosper a city is quite outrageous, and it is an ultra-low probability event. We planned the Roman Lake scenic spot in Suqian on 20 10, and made marketing hype by renaming it "Mashang Lake". The mainstream media in cities all over the country reported one after another, and even the global media participated in the communication. In the words of local leaders, "it saved 200 million yuan for the promotion of Suqian and Lake Rome!" . Many years ago, the local government also wrote a song called "Clear Lake Rome" and specially invited Song Zu Ying to sing it. What's the use? In addition to the locals, several people in the country have heard this song! The word "immediately lake" has made Lake Rome a sensation all over the country, so why waste taxpayers' money?

Generally speaking, I still advocate that the government should hold a tourism festival. First, it can enhance popularity, and second, it can train soldiers. However, the government likes you to learn from me, and I also learn from you. Finally, there will be festivals in cities all over the country every year. Yangmei Festival, Pear Festival and Lotus Festival will almost become tasteless and regretful chicken ribs. And in order to breed a large number of festival organizers who cater to the taste of leaders, they have benefited a lot from it and squandered their funds on the planning, planning and marketing of this application, which eventually led to the premature death of local tourism projects. I don't object to the government making money, but I firmly oppose ineffective waste and blind self-entertainment. The main consumers of most clubs in China are locals in four townships and eight towns. This is not typical self-entertainment. What is this?

Luliang county is a typical example. In order to promote tourism, the government borrowed money from the bank to hold the "Sand Sculpture Festival" and invited the world sand sculpture masters to participate. Every year, hundreds of millions of expenses flow into the pockets of the organizers. The whole city tourism did not expect to do positioning planning, product planning and marketing planning at all, thinking that a festival would win the world. As a result, everyone was deceived by the illusion that prevailed in the previous two years, thinking that it would last forever. I don't know that fewer and fewer tourists owe tens of millions in recent years, and finally the scenic spot has to be listed for sale. This is the result of violating market rules and not understanding the importance of overall brand planning.

"Five One Projects" is an auxiliary means of tourism development, and it is by no means a necessary means or a key means. It must be closely coordinated, otherwise relying solely on the five ones will easily turn into five steps backwards.

Myth 3: Tourism Fair, trading task.

Take the promotion meeting and tourism exhibition as an example, what needs to be solved or can be solved is only the docking problem between the tour organizing agency and the tour receiving agency, which mainly faces the insiders or peers and has very limited influence on the public. For example, direct face-to-face promotion between tourism enterprises can only solve the problem of picking peaches under the tree (group club) and picking peaches (group club), and the things of planting peaches and beating peaches are often ignored. Just like a ground force without the cooperation of the air force, it can only promote the cooperation and mutual benefit between tourist cities or enterprises, release very limited information, and cannot affect tourists' travel intentions, and it is difficult to have a great impact on the source structure of the seller's market, and it will consume a lot of manpower, material resources and financial resources, and get twice the result with half the effort. With the vigorous publicity of public media such as TV and newspapers, especially the concentrated publicity and reports of many mainstream media for a period of time, the characteristic resources of tourist destinations have a wide influence on tourists (such as planting peaches or playing peaches), just like an air force that can cooperate with operations and gain "air superiority" in important tourist sources, which directly affects tourists' travel intentions and has a huge impact on the tourist structure of the seller's market.

Myth 4: overseas promotion promotes others.

First, the blindness of promoting the target market overseas. Our market was originally in America, but you went to Germany. The market was originally in Hongkong, and you went to Taiwan Province Province.

Statistics from the National Tourism Administration show that Japan, South Korea and Russia have been China's first, second and third largest source countries for many years. Obviously, our external marketing must first focus on the main customers in the above countries. Only by doing enough work in these countries and having enough shares can we move towards other neighboring countries and developed countries in turn. According to the changes of tourist sources in Guangzhou in recent years, the top tourists in previous years 15 were mainly Japan, South Korea, Europe, America and Southeast Asian countries. South Korea is the second largest tourist source country in China, but it ranks 10 in Guangzhou, and Russian is the third largest tourist source country in China, but it ranks behind 18 in Guangzhou. This shows that except for tourists from Guangdong (mostly passers-by), other inbound tourists rarely come to Guangzhou. Even many tourists from South Korea and Russia didn't know there was a Guangzhou in China because of poor publicity (according to a reporter from Seoul TV). Hundreds of thousands of Koreans come to China every year, but only a few thousand people come to Guangzhou. It can be seen that while consolidating the old tourist destinations, South Korea and Russia should be the top priorities for Guangzhou to explore new tourist destinations, tap potential tourist markets and strengthen external publicity and promotion. However, in recent years, Guangzhou has been striving for the distance, avoiding the heavy and focusing on the European and American markets. As a result, it has achieved twice the result with half the effort and is thankless. It is rare to see a few points of growth after large-scale investment. Later, under the direct intervention of the city leaders, the focus of overseas marketing was on Japan and South Korea, and only Korean guests increased by 40% year-on-year, becoming the fifth largest source country in Guangzhou.

Second, the blindness of promotional activities is mainly manifested in:

The first is to fill in the blanks with tourism promotion, and go there to promote where you have never been. Many units engage in sales promotion not for the target market, but for the blank spots of life experience of decision makers or staff, as if vowing to travel all over China and all over the world. Anyway, most of them are government actions, regardless of the effect and return.

The second is to regard tourism promotion as tourism, and promote it wherever it is fun. Tourism promotion should go to important tourist destinations, but many of our units do the opposite, always going to destinations and promoting them where there are interesting places. Some provinces and cities make so-called "thousands of miles trip" every year, which costs hundreds of thousands or even millions at a time. You see, most of their trips are tourist destinations-the banner is publicity and promotion, and the essence is public travel.

The third is to treat tourism promotion as a welfare treatment, so that people who have never been there can promote it. Although tourism promotion is not as professional as science and technology, it is also a science, which requires some professional knowledge, and not everyone can do it. But some of our units always regard selling as a kind of welfare and treatment. The director went to Europe and America, the director went to Japan and South Korea, and the section chief went to the whole country. Whoever hasn't been there will run away. As a result, the promotion outside the mirror promoted others.

This is basically the practice of many government departments. There is something wrong with the guiding ideology and blind behavior, which is the taboo of tourism promotion!

Myth 5: selling caravans, old cows pull carts.

The caravan of tourism promotion began in Guangxi, and then a gust of wind followed suit, and for a time there were caravans of tourism promotion everywhere. The final conclusions are similar: how many cities have been visited, how many mayors have been visited, how many messages have been sent, and so on. How many tourists did it attract? It is possible that next year will be less than this year. The first important job of tourism is publicity, the second is publicity, and the third is publicity! The best publicity platform is nothing more than newspapers, television, internet and other public media. But now, many American tourists are still keen to spend money on various promotion conferences, trade fairs, caravans and travel promotion miles. We don't mean that promotion meetings, trade fairs, caravans and miles can't be held, but after all, they are not the most direct and effective means of tourism promotion. If you are always keen on promotion meetings, trade fairs, caravans, and thousands of miles' trips, you can only say that the methods are improper or suspect that their motives are impure. Obviously, even if you send 100 people to a promotion meeting, a trade fair, a caravan or a thousand-mile trip, everyone can get to1000 people, and the audience is only 10000 people. And the mainstream media that randomly choose a tourist destination, such as several major newspapers in Guangdong, does not exceed one million copies. If the characteristic resources of the destination are publicized in several mainstream media at the same time, the coverage will be overwhelming and the effect can be imagined.

From this perspective, we have no reason to ignore and underestimate the power and role of the media in tourism promotion!

And the same target market does not need to be docked repeatedly. Many of our tourism marketing activities often hold a promotion meeting around a tourist destination every year, and sometimes even go several times a year, which makes the reception staff bored. The reason is that the purpose of tourism marketing is not clear, or the goals and objectives are clear, and I don't know what tools, methods and ways to achieve the goals are the most effective. The real purpose of tourism marketing is to achieve "three more" through effective marketing: that is, multi-point travel agencies are its groups, multi-point media are its propaganda, and multi-point events are spread. Through publicity, we can improve the popularity and reputation of tourism products among tourists or target groups, thus fundamentally affecting tourists' tourism mentality, and finally realizing more people to travel-changing the structure of tourists, increasing the total reception and increasing tourism income. As everyone knows, if no one does the work of planting peaches and beating peaches, then the people who pick peaches (group clubs) are also not motivated!

Therefore, in the process of tourism marketing, never underestimate, let alone ignore the role and power of the media (planting peaches and playing peaches)!

Misunderstanding 6, generous construction, stingy advertising

When it comes to tourism promotion, the first thing that comes to mind is news hype, and I always hope that it will have the best effect without spending money. I seldom think of advertisements. I always think that advertising investment is a kind of consumption, not an investment. Save if you can. It is actually impossible to do good deeds without spending money, because there will be no pies in the sky. Therefore, tourism marketing must have the investment of advertising. Paying attention to the propaganda of cities and tourism, especially the propaganda of major tourist destinations, is an important means for the survival and development of tourism. According to the data of the Hong Kong Tourist Association, every increase of 65,438+0 yuan's tourism promotion investment will increase the tourism income by 65,438+0.23 yuan. Developed countries in the world attach great importance to tourism promotion investment. For example, the publicity expenses of foreign tourism in American States are considerable. 1985, the publicity expenses of New York State were 9.6 million dollars, Florida was 9 million dollars, and Hawaii was as high as/kloc-0.40 million dollars. Therefore, small and medium-sized cities in China should strengthen tourism propaganda and set aside a part of funds every year, which can be funded by taxes from governments at all levels. On the other hand, they can also urge the relevant tourism enterprises to pay a certain publicity fee, and Qi Xin will work together to do a good job in publicity.

Judging from the situation in China, except for Hangzhou, Sichuan and Yunnan provinces (which spend 40-50 million yuan on publicity every year), most provinces and cities are not in place to support and invest in tourism. Every province and city spends about 2 million to 50 million yuan on tourism promotion every year, and the least is less than 2 million yuan, such as Gansu and Qinghai.

The overall economic strength of Gansu is insufficient, and there is not much money for the development and publicity of tourism resources, which seriously restricts the development of tourism in Gansu. It is understood that the neighboring provinces of Ningxia, Shaanxi and Xinjiang in Gansu spend 20 million yuan on tourism promotion every year, while Gansu spends only 3 million yuan on tourism promotion every year. This is an important reason why Gansu, as a province with large tourism resources, cannot become a strong tourism province.

Qinghai is a province rich in tourism resources. Like other major tourist provinces, it not only has a long history, splendid culture, magical religion, simple folk customs and other cultural landscapes, but also has magnificent natural scenery such as Kunlun Mountain, beautiful Qinghai Lake and charming Sanjiang, which is an important destination to attract domestic and foreign tourists. In addition, in recent years, the infrastructure and environment such as transportation have been fundamentally improved compared with the past, and the basic conditions for the great development of tourism have matured. However, there is still a big gap between the total reception, tourism income, foreign exchange earning and its status as a resource-rich province. Last year, the total number of tourists was just over 5 million, which is roughly equivalent to one or two large scenic spots. The publicity and promotion expenses of less than 2 million a year are not as good as those of some scenic spots. For the local tourism authorities, it is really a drop in the bucket to expand the two huge markets at home and abroad only by spending more than 654.38+0 million. A clever woman can't cook without rice!

At present, the most expensive way to attract a tourist in China is about 50 cents at most, while the cost of attracting a tourist in Hongkong in recent years is 3 to 5 yuan dollars. Spending a few dollars to attract a guest can earn hundreds or even thousands of dollars casually, which should be more cost-effective than investing in any industry. It can be seen that the investment of government departments at all levels in tourism promotion is seriously insufficient!

Tourism = publicity, which can almost be said to be a golden formula of the tourism industry. According to the operating experience of our organization, it generally takes 3 million yuan to fry a city in a first-class tourist destination. It takes at least150,000 to stir the secondary and tertiary markets. Many small and medium-sized cities in China, like Gansu, lack the ability of project packaging planning and urban asset operation because of poor financial resources, insufficient investment in tourism promotion, and the fragrance of wine suffers from deep alleys. Faced with the bottleneck of funds, the tourism industry has never been able to go up, and it can only blossom and fall, leaving it to fend for itself.

Myth 7: equate landscape with scenic spots, and regard the development of tourism as the construction of landscape.

There is another important misunderstanding in tourism development: equating landscape with scenic spots. We developers often think from our own point of view, thinking that what we and the people around us appreciate will definitely be appreciated by the whole country. Therefore, developing scenic spots is equivalent to building landscapes, and developing scenic spots is equivalent to building pavilions, planting trees and flowers. Establish a landscape that the developer thinks is a landscape. In this understanding, developers often do not pay attention to project positioning and product selling points, and do not pay attention to horizontal comparison across the country. Often, what I saw during the inspection in all parts of the country was moved to the project, and the project finally became specious and deja vu, with no selling point and no point to watch. Finally, after consuming a lot of investment, the project disappeared from the market, and the local people had a place to walk and practice Tai Ji Chuan.

Landscape refers to the land and the spaces and objects on the land.

Landscape is the product of human vision, and pavilions, waterside pavilions, flowers and trees are all called landscapes.

Landscape can not produce tourism consumption, it can only meet the visual function, which is reflected in gardening. Scenic spots are a conceptual and market-oriented complex of landscapes, humanities and activities, which must meet the market demand and produce tourism consumption.

Scenic spots meet people's multiple functions of eating, living, traveling, shopping and entertainment. This is just the definition of ordinary scenic spots.

The definition of a successful scenic spot must also have three "one projects": unique, first and single-minded.

Therefore, the development of tourism is definitely not just about creating landscapes. Simply creating landscapes can only provide places for local people to watch for free, and cannot attract foreign tourists to consume. Landscaping must be carried out under the premise of obeying the positioning of scenic spots and core selling points, otherwise your ecological vegetation is a rootless tree, and your small bridges and flowing water are passive water. Because tourism is the difference of consumption, tourism is the novelty of consumption, and only the landscape based on difference and novelty can have vitality.

I often give an example. If the landscape view equals the scenic spot, then every building will have a landscape package, some with high cost, beautiful scenery and pavilions, but will you be willing to spend money to visit the building?

Myth 8: regard characteristics as a selling point

There is a saying that "what is national is the world's", which misled many people. The world is very different, so the characteristics are not rare. There are as many regions and features as there are people in the world. Which city has the same history and culture as other cities? It's all different, there's a difference! If we really think that the national is the world's, and we are limited to local characteristics to build our tourism brand, it is a big mistake, and this is exactly the most common mistake made by our government officials in developing tourism.

For a simple example, there are many kinds of mineral water on the market, and the mineral content of each kind of water is very different. If we sell water, we simply advertise that this is "sodium water" and that is "potassium water". Can this water be sold? Can't sell it! Why? Because it does not clearly provide benefits and benefits to consumers. Similarly, your city has an ancient city in the Northern Song Dynasty, my city has a wall in the Ming Dynasty, his city has an ancient temple in the Tang Dynasty, your area has Qiang culture, my area has Tibetan folk customs, and his area has Zhuang bronze drums, all of which are local characteristics. But what do these things have to do with tourists? I'm not an archaeologist or a humanist, so why should I come to you? Who hasn't seen the ancient town of China? Where is the national customs of China? If you don't study marketing, you can't understand this problem. To put it bluntly, developing local characteristic culture is still a platitudes political proposition. Only by excavating local characteristics, fully studying tourists, living within our means, building on demand and turning characteristics into selling points can we become the proposition of market economy.

Whether it is a tourist attraction or a commercial product, we must meet the conditions of "three points": characteristics, selling points and buying points. The so-called characteristics mean that products should have different functions from similar products; The so-called selling point is that products should have unique functional interests, meet people's needs and people are willing to buy them; The so-called buying point is that the selling point of this product should be that consumers are willing to spend the money expected by businesses.

In the 1980s, a TV factory produced a new product: an anti-drop TV. The quality of this product is not excellent, and its characteristics are outstanding, but the response after listing is not great, and the sales are very difficult. Why is this happening? Because consumers mainly consider the picture when buying TV, they will not consider whether the TV has been dropped.

So this new product has only features and no selling point. Because no one wants to spend money to buy it, it is a failed product planning. As far as tourism is concerned, the characteristic is the local characteristic culture and landscape, and no one has it.

The selling point is the characteristic that people are willing to spend money. The country's is not the world's, only the world is willing to pay.

Not all features are selling points, especially in the current stage of blooming everywhere and national marketing, when tourist attractions face national competition, even ordinary selling points can hardly guarantee the success of scenic spots, let alone your features. With the rapid development of tourism and the intensification of market competition, to ensure the success of scenic spots and city image, we must extract big selling points and super selling points. Only in this way can scenic spots and cities become hot spots and focal points.