Guide: Nowadays, with the advancement of Internet technology and the rapid development of tourism, the era of mobile Internet lifestyle and mass tourism has quietly arrived. Walk into the tourist supermarket to provide customized tours, in-depth tours, and parent-child tours; open the mobile application to get air tickets, hotels, and attractions tickets in one step. People's travel and leisure vacations are becoming more and more routine, high-frequency, simple, and high-demand. Under the unprecedented situation of the tourism market, why are some scenic spots overcrowded and tourists want to go again when they come, while most scenic spots are indeed poorly operated and not popular?
How to operate, what is a marketing plan, how to manage scenic spots well, and how to make scenic spots can get good benefits, and can win forever in the fierce tourism market competition and develop forever. These are the problems that most scenic spots need to solve.
1. Product base point strength---find the basic support point where the product is widely accepted
Scenic spots are not the same as general products. The biggest difference is that scenic spots are immobile. Although you have the money to make the scenic spot very stylish and beautiful, the product has actually been solidified since the day the scenic spot was built. If there is not a good management idea to make the solidified scenic spots produce enough benefits, the assets will soon settle down. Without tourists, the landscape becomes a pile of lifeless buildings. Therefore, the creation of travel IP is particularly important!
2. Brand growth power-the power to create trust
Tourism is a pre-consumed product. Consumers cannot choose products intuitively and form fast consumption after payment, like traditional consumption activities. Therefore, the brand of travel products during the purchase process is particularly important for consumers' decision-making during the purchase process. It is the power to create trust. Building a brand to gain growth is not just as simple as advertising. It is a complex brand management behavior that requires professional operations.
3. Competitive fulcrum---innovative promotion, the power to stand out from the competition
Innovative promotional activities in the market can always catch people's attention and gain an advantage in the competition. Regarding innovation promotion as the fulcrum of competition, it really gives it a very high position. The primary task of innovative promotion lies in conceptual innovation, which is the exciting point of tourism marketing. Conceptual innovation is to find a "shell" concept in marketing and put it there.
The key to the implementation of innovative promotions is to activate market demand. Effective promotional activities are always aimed at customer needs. Effective promotion behaviors are always based on customer needs. There are many types of tourism consumption needs. Simply sum up, we can find that these needs are obvious; hedonic tourism consumption needs, visitor tourism consumption needs; faith tourism consumption needs ; Health tourism consumption demand, adventurous tourism consumption demand, cultural tourism consumption demand, sports tourism consumption demand, fashion tourism consumption demand.
4. Channel linkage power---the top priority of scenic spot marketing operations
Building the joint power of channels requires the operators of the scenic spots to change their marketing methods that mainly focused on channel and route grabbing, and shift to an experimental marketing system that focuses on channel partnership building. The scenic spot requires channel members to work together to maintain the tourism brand, improve performance, and grow together under cooperation.
5. terminal pull power --- create a semi-passive consumption state
For a long time in the past, group tours have always played the leading role in tourism. Group tourism is also called "collective comprehensive tourism." Tourists generally make a choice according to the schedule, route, means of transportation, and charging standards set by the travel agency, register in advance, and travel after payment. Individual travel is also called "individual travel". The travel itinerary and route are selected by the tourists themselves, and only travel agencies are entrusted to handle air tickets, ferry tickets, bus tickets, hotel reservations, transfers and tour guide services. Tourists choose group travel, which means that they don’t have to worry about it, and everything is taken care of by the travel agency. The price for this is that they have no autonomy and their actions are constrained. In contrast, individual travel emphasizes the freedom and methods of tourists. Flexible and selective, it is loved by more and more tourists. With the transformation of the meaning of tourism and the improvement of the ability of tourists to travel alone, the psychological needs of tourists have entered a higher level, and individual tourism has emerged.
For scenic spots, they have to face the "FIT Era" that has come. Winning the competition in the individual market is inseparable from terminal pull. One of the measures for terminal pull is to directly attract individual travellers. This requires shaping and establishing a distinctive tourism destination image, highlighting its characteristics, and occupying a favorable position in people's minds. It is necessary to provide detailed travel promotion that meets the needs of individual travellers. Printed materials, including tourist route manuals, catalogues, guide guides, price lists, various one-page promotional materials, promotional brochures, and other envelopes, calendars, postcards, etc., to introduce the culture, geography, properties, customs and customs of the tourist destination , Scenic spots, transportation, food and lodging, shopping and their basic prices, etc., to help people increase their understanding and dispel worries, and make full use of mass media such as newspapers, television, and radio, as well as participating in tourism expos and roving trade fairs. Advertising, further expand the influence, increase the frequency and density of people's exposure to information.
6. the second marketing force --- closed service creates new value
Attracting tourists to the scenic area is only the completion of the first marketing. How to generate more consumption after tourists enter the scenic area is the area that "secondary marketing" focuses on. At present, the profit model of many scenic spots is simple. It is nothing more than "in and out to buy tickets, go up and down on the ropeway, sell goods in shopping kiosks, and line up food and snacks." This kind of income structure is actually very simple. The concept of "secondary marketing" is to enrich the income structure of scenic spots and reduce the ratio of ticket income to revenue.
Secondary marketing is related to business philosophy and service awareness. This requires us to define the scenic reception as a "one-stop" customer gathering and dispersing service platform, starting from the two aspects of improving self-service standards and improving and innovative services, introducing the "one-to-one" service concept internally, and using "one-to-one" humanity Customized services match the high-grade consumption of tourism. Through the quality of service, staff attitude, staff dress, etc., we will establish a strategy of caring about tourists at all times to serve the guests.
The secondary marketing is related to the project setting in the scenic spot, to the activity menu of the scenic spot, and to the in-depth development of tourist consumption. Peter Gutman described 28 kinds of adventures that potential travelers can try for themselves in The Book of Escapers. Take a look at these very exciting experiences: living on water, amphibious vehicles, amphibious transportation, mountain biking, bull riding, sleigh rides, long voyages, hurricane chasing, canyon rafting, escorting convoys, observing seals...
Secondary marketing is related to VIP membership management. The marketing center of the scenic spot should establish detailed and confidential member files and update them in time to facilitate contact with members and provide member services. For members’ leisure and vacation activities, a dedicated person is required to receive and be responsible to enhance members’ sense of dignity in consumption; to arrange welcome flags, Collective welcoming activities, high-standard reception and projection souvenirs; provide consumer discounts, priority reservations, preferential treatment for attending scenic activities as guests, and provide scenic gifts for members; caring for members, making emotional investment, greeting cards, flowers, anniversary activities, and friendship Salons and other forms are all desirable; there is also the establishment of travel clubs with some relevant social organizations. — Reprinted from Sohu
Keywords: Chaopai Technology Amphibious Vehicle Amphibious Recreational Vehicle
Fanslife is a comprehensive one-stop service company integrating R&D and sales of entertainment boats, sports boats, recreational vehicles, investment and development, operation and management of scenic spots, and large-scale event organization and planning. The company's newly developed three-wheeled and four-wheeled amphibious recreational vehicles have won national patents. They are unique in shape, intelligent and efficient, and are widely used in children's theme parks, beach scenic spots, lake tourist attractions, etc.