"Sold out", "sold out", "full contract" and "traffic jam" … … In the past May 1 ST, from the West Lake in Hangzhou to the ancient city of Dali, from the Summer Palace in Beijing to the Confucius Temple in Nanjing, almost all famous scenic spots in China staged the scene of "conformity". "Sold out", "sold out" and "full contract" became the high-frequency vocabulary of this May Day.
On May 1 this year, instead of focusing on big cities, we will focus on four new small cities in online celebrity — — Zibo, where "a kebab set fire to a city", Jiangmen after the popularity of The Knockout, Zhanjiang in "Hidden Corner" and Weifang, where "flying kites to heaven". Let’s take a look at their bills on May 1 this year, the tricks of attracting customers and the hidden worries behind the traffic fire.
Good answer sheet
Jiangmen, Zhanjiang: There are a constant stream of tourists who shoot TV dramas with the same "punch-in photos"
A The Knockout put Jiangmen on the throne of a new online celebrity city.
According to the big data forecast of the map software, during the May Day holiday, the cumulative net inflow of vehicles ranked in cities, and Jiangmen, Guangdong ranked third in the country. As of 19: 00 on May 3rd, Jiangmen received a total of 2,027,800 tourists during the May Day holiday, with a tourism income of 1,228 million yuan.
Although the TV series The Knockout has been broadcast, the popularity of Jiangmen Tour is still unabated, and the online traffic has turned into a steady stream of passengers, and tourists who come to shoot the same TV series "punch in" are in an endless stream. Jiangmen City, combined with the characteristics of local cultural tourism, held a number of May Day market promotion activities. In the tourist area of Gulao Water Town in Jiangmen, the "straw model+dinosaur model+panda model+insect model" was introduced into the rural time area, focusing on creating a series of exhibition activities, as well as special performing arts and water fireworks shows.
With the popularity of the online drama "Hidden Corner", Zhanjiang, the location of the filming, has also caught fire among fans and tourists, and Chikan Old Street in the play has become a must-see point for tourists. Chikan District Cultural Tourism Bureau organized puppet shows, net dragons, lion dances and other intangible projects in Datong Road Old Street. During the May Day period, there were 35 scenic spots in Zhanjiang City, Guangdong Province, and the total number of tourists was 792,100. The top three key scenic spots are Jinsha Bay Binhai Leisure Tourism Zone, Dinglongwan International Marine Tourism Zone and Leizhou Maodegong Drum City Resort.
Weifang: Zibo, director of the Cultural Tourism Bureau, attracts guests and flies kites to the West Lake for drainage.
Weifang, next door to Zibo, also borrowed a barbecue "fire".
During the May 1 ST period, Weifang City, Shandong Province was included in 30 scenic spots directly monitored by the province, receiving a total of 2,571,400 tourists, an increase of 432.86% year-on-year; The operating income was 220,880,100 yuan, a year-on-year increase of 376.55%.
In order to attract customers, Weifang also made a "vicious move". On April 27th, Quan Wensong, director of Weifang Cultural Tourism Bureau, led a team to Zibo to "attract customers crazily". Before the barbecue stall, Quan Wensong sincerely recommended Weifang, and sent Weifang kites, tomatoes, cucumbers and other Weifang specialties to tourists, and at the same time shouted to tourists: Welcome to Weifang.
During the May Day period, Quan Wensong was not idle. He gave tourists the name of "Ten Thousand Gardens" in the famous scenic spot of Weifang: ancient officials were afraid of forgetting things when they reported to the emperor, so they wrote memorandum-like words on the water board.
Not only in Shandong, but also in Zhejiang. During the May Day holiday, hundreds of Weifang kites were flown in Wu Shan Square near the West Lake in Hangzhou. They also specially sent kite masters to teach kite making on the spot, and warmly invited tourists from all over the country to fly kites in Weifang.
Two sides of Zibo
The hottest: entertain the guests before entertaining the family.
To say that the hottest city this year must be Zibo.
From the data point of view, during the May Day holiday, Zibo Railway Station received 481,186 passengers, a record high. The enthusiasm of passengers is high. In five days, the city has invested 64,400 bus trips and transported 1.821 million passengers. The long-distance passenger stations have transported 48,900 passengers and 19,800 passengers.
According to the data of the tourism platform, driven by the phenomenal traffic of "Zibo Barbecue", the number of hotel reservations in Shandong Province increased nearly three times compared with the same period in 2019 during the May Day period, ranking first in the country. Compared with the same period in 2019, the number of hotel reservations in Zibo has increased by more than 10 times, ranking among the top five hotels in Shandong Province.
In terms of market supervision, Zibo cracked down on price violations, and successive news reports gave tourists a sense of security. During the "May Day" period, some tourists found that the toilet in Zibo Barbecue City was equipped with a "peace of mind basket", which contained wet toilet towels, alcohol cotton pads, and sanitary napkins. Even Changyanning for diarrhea was prepared. "Put ‘ Pet powder ’ I have achieved the ultimate, "many tourists commented.
In addition, Zibo citizens have a strong sense of ownership. People in the city "make way" for foreign tourists. When they see relevant negative comments on the Internet, they not only take the initiative to apologize and appease tourists’ emotions, but also help to complain and solve problems.
What moved people even more was that the Zibo Municipal Bureau of Culture and Tourism did not take the citizens’ contribution for granted. On May 4th, the activity of "Zibo Citizens Week" was launched, and "after entertaining foreign tourists, we will entertain our families", which ended the May Day holiday perfectly.
Hidden worry: online celebrity can’t grow red until the four major problems are solved.
Due to the surge of tourists, the city’s tourist reception capacity has been tested. On April 26th, the Zibo Municipal Bureau of Culture and Tourism said in a letter to the tourists that the hotels in the central city have been sold out during the May 1st period, and the passenger flow has exceeded the reception capacity. It is expected that there will be traffic jams, parking difficulties, long queues and other problems in some key sections and online celebrity punch points, and tourists are advised to travel at the wrong peak.
■ Transportation.
During the May Day holiday, the vehicles on Jinjing Avenue, the main road in Zhangdian District of Zibo, could hardly move. Ms. Liu, who came to Zibo for a trip and took a taxi by Jinjing Avenue, said that the driver was stuck in the road after taking the order, and she and her friends had to walk two blocks to find the driver who was stuck in the road.
■ Accommodation
During May Day, Liu Yongkun, the owner of an e-sports hotel in Zhangdian District, will still receive many calls every day even if the reservation platform shows that the room is full. "Many buddies called me: ‘ I’ll give you money, I’ll add some for you, don’t hide it, you let me live. ’ But there is really no room. " "Now the hotel can’t receive it. The big problem is that the linen can’t be washed." Liu Yongkun explained that linen needs to be sent to specialized agencies for cleaning, and now the order volume received by linen cleaning agencies every day is several times or even dozens of times that of the original.
■ Catering
One of the hottest barbecue shops in Zibo, Yang Benxin, the owner of Muyangcun barbecue shop, is tired. Looking at the vast guests in the shop, his look revealed an unsustainable feeling. "In the past two days, my wife’s voice has been finished and she can’t speak." He said, "You see there are quite a lot of people now, which actually disrupts our normal business. Many people either come to eat or join in the fun and make a mess. " Before the fire broke out, the store’s business hours were from 11 noon to 2 pm and from 4: 30 pm to 11: 30 pm. Now Yang Benxin is afraid to open at noon and opens at 4: 30 pm instead.
Every day before opening the door, he is under great pressure. "Open the door is full, you say zha service? Who to serve? We feel bad. Now the turnover in the store has decreased, and the original guests really want to eat, and then they leave after eating, so they can be recycled. Now is to play, sit down and don’t go, there are guests playing until 2 o’clock in the middle of the night. I’m a family now. Too tired, it’s not about money, it’s desperate! "
■ Disturbance to the people
Residents in the neighborhood of the convenience market in Zibo are very troubled. Some people say that they haven’t driven for a month, so they can only ride an electric car to squeeze out. Sometimes the electric car can’t ride, so you have to take a detour to send your children to and from school. In addition to the compressed activity space, the normal life of residents is also affected. "It’s not easy to buy a steamed bread now, (because) people who sell meat, vegetables and steamed bread have changed careers." Resident Zhang Ayi complained.
Expert advice
Create local characteristics
The foundation of tourism is guided by normalization.
Luo Sibo, former president of Chongqing Tourism College, believes that the explosive growth of May Day tourism this year is actually rebounding, showing the strong recovery of the domestic tourism market. These four small and medium-sized cities can become hot spots under the background of the recovery of domestic tourism market, which is not unrelated to their own urban marketing. Among them, Zhanjiang and Jiangmen are new online celebrity cities formed with the popularity of The Knockout and other TV dramas. Zibo and Weifang, which are recommended by the government, are gradually gaining popularity on the Internet.
Among the marketing strategies of these four cities, Lozberg was most impressed by Zibo: "Zibo’s marketing methods are different from before, and everyone thinks that it is a series of barbecues to drive a city, but in fact, the barbecue is just a tipping point, behind which is the government’s integration and gathering of various local tourism resources, and the government’s support is very strong. For example, food and accommodation prices, traffic guidance, and citizens’ attitudes are mature urban marketing. "
The fire explosion during the May Day holiday also brought pressure to Zibo, Weifang, Zhanjiang and Jiangmen, which exposed many problems such as traffic jams, parking difficulties, long queues, food and shelter difficulties, and the impact on the lives of local residents. Lozber analyzed, "These situations actually happened in previous tourist attractions, but this time it happened in cities. There are three main reasons: First, the lack of information guidance in these cities has led to an excess of tourists, which has affected the sense of experience. This shows that the building of smart cities is very important and the prediction of tourism data should be strengthened; Second, there is no subdivision when guiding tourists to travel, and they are still in the guidance of conformity. Whether it is the government, travel agencies or related business units, it is necessary to conduct differentiated guidance. For example, there are now "special forces" tours for students; Third, the reception guidance is insufficient, and the host (local residents) are also restricted when the host and guest share, which requires the relevant departments to predict in advance and strengthen guidance. "
How can a tourist city in online celebrity grow red? Rozberg also gave a suggestion: "In this era of information explosion, if urban tourism wants to last forever, it is necessary to conduct diversified demand guidance, not too much pursuit of large-scale, popular and homogeneous explosion point guidance, but should be guided by life scenes. For example, if a movie or TV series makes a scene in a city on fire, the local area can conduct scene guidance according to this point, and start with factors such as eating, living, traveling, shopping and entertainment to create a one-stop unique scene and atmosphere, realize the integration of literature and tourism, and truly make it delicious, beautiful and fun. At the same time, we should not blindly follow up on accommodation and catering reception immediately because of the booming holidays. Once there is uneven busy and idle, uneven off-season and peak season, it may cause waste of resources. It is still necessary to base on normal tourism, build a tourism foundation with local characteristics, and conduct normalization guidance, thus turning traffic into stock. "
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