The online celebrity tour guide of Taishan tourism online, became the first Chinese tour guide to appear on the APEC podium

From July 19th to 22nd, a seminar organized by the Asia -Pacific Economic Cooperation Organization (APEC) and the China Tourism Research Institute's "APEC area tourism small, medium and micro enterprises and personal digital tool applications: exploration, practice and experience" was held online. During the meeting, Zhang Juan, a "gold medal guide" in Shandong, gave a speech entitled "Digital Tourism Promote the iteration of the tour guide skills, cross -border integration -the opportunity brought by the data tool for the tour guide".

This is the first time that Chinese tour guide practitioners have boarded the APEC conference podium. On the afternoon of the 20th, a reporter from Xinhuanghe talked the Jinan girl who grew up in the "rose land".

my country ’s first formal tourism project for APEC

"It is not only surprising and particularly excited." Speaking of the launch of the APEC conference, Zhang Juan said that her live broadcast experience was included in the research report by the Chinese Tourism Research Institute as a practice case. Actually received a meeting notice from the China Tourism Research Institute and an invitation letter from the Asia -Pacific Economic Cooperation Secretariat, hoping that she could share her practice in digitalization as a speaker of this seminar.

Under the normalization of the epidemic prevention and control, my country has carried out a series of exploration practice around "advancing digital technology to help tourism recovery", making the digital technology and digital economy a powerful engine for the recovery of tourism economy and future high -quality development, and provides the development of the global tourism economy recovery development. A beneficial experience. Therefore, in 2021, two research projects organized by the China Tourism Research Institute and Beijing Second Foreign Language Institute, "How to survive and recover in the crisis of small and medium -sized enterprises in the new crown epidemic: the opportunity brought by digital tools" "Asia Pacific The status, development trends, and challenges of the regional tourism industry in the recovery period of the new crown pneumonia have successfully approved the APEC project, which is the first time in the field of tourism in my country.

The Seminar of "Tourism Small and Micro -Enterprise and Personal Digital Tools: Exploration, Practice and Experience" is the main research of "how to survive and recover in the crisis of small and medium -sized enterprises and individuals in the new crown epidemic in the crisis of the new crown epidemic One of the achievements is to promote the exchange and dissemination of the experience of small and medium -sized enterprises and practitioners in the APEC region, and share the practical experience of digital transformation of tourism in various economies, and apply for the application of small and medium -sized enterprises and practitioners in the APEC region. Provide training to promote small and medium -sized enterprises and practitioners to better use digital tools to explore survival, adaptation and recovery in the normalized environment of the epidemic.

Talking about Taishan on the Internet, getting 1.5 million fans

Who is Zhang Juan?

In the speech, she introduced herself like this- "I am a tour guide from Taishan, China, and an outdoor tourist anchor."

On the short video platform, she is a big Internet celebrity V -Sister Taishan Juan. In the live broadcast and short videos, she will take everyone to watch Taishan Yunxia, ​​enjoy the snow scenery of Taishan, tell everyone about the story of Taishan, vivid humorous and wonderful words. If she caught up with a business trip, she would also tell the story of a business trip, such as Su Dongpo in Zhucheng, or the relationship between Li Qingzhao and Qin Yue in Jinan ...

In addition, she is also a "growing up in the rose" girl. Zhang Juan, 43, was born in Pingyin County, Jinan City. He arrived at Tai'an at the age of 15. He was a salesperson at a shopping mall in Tai'an. After he got off in 2002, he changed his career to be a guide. In her resume, she has been rated as China's first national gold medal tour guide, the top ten tour guide anchors in Shandong Province, and was selected as the National Ministry of Culture and Tourism Teachers Library.

When it comes to the reasons for the transformation of "tourism anchor", Zhang Juan said, "A epidemic has changed the format of the tourism industry, and also profoundly affected a group of people 'rice bowls', including me." In 2020, in the face of sudden In the epidemic, many tourists have helplessly transferred, and Zhang Juan has also been entangled, "But as an outstanding tour guide in the country, I have told my students countless times to have their own adherence and love for the tour guide industry, so in the end, I decided to use it to use it. The method of 'transition does not turn career, and explore a new way. "

On May 15, 2020, Zhang Juan made the first "Taishan Day Live" on the top of Taishan. From 4:30 am to 9:00 in the morning, the number of audiences in the live broadcast room was stable at about 8,000 people. 300,000 passengers, an account increase of 20,000 or 30,000 people. Such achievements made Zhang Juan see hope.

Since then, regardless of the snow, Zhang Juan has insisted on live broadcast. He climbed hundreds of times a year, and just over half a year, the number of fans increased to 700,000. As of now, she has lived more than 1,000 games, with a total time of 3,000 hours. She has shot more than 800 short video works in Taishan culture. The number of views exceeded 2 billion people. The cumulative number of fans on the entire network exceeded 1.5 million.

"Tourist anchor" is higher and harder than traditional tour guides

Do you make money to be a "tour guide anchor"?

Zhang Juan admits that she is the beneficiary of the digital cultural tourism era, but she also believes that the larger beneficiary should be the city and scenic spot where the tourist anchor is located. The video comes, and its rainbow effect is unimaginable, which makes me feel extremely proud. "

However, not every travel anchor can be "profitable". In Zhang Juan's view, the digital era puts forward higher requirements for tour guides -skills and knowledge structures must be changed from one yuan to multiple, and tour guide services must also be customized from traditional single explanations and travel service skills to digital technology applications and tourism products. , New media marketing and other composite capabilities. For example, in the past, traditional tour guides only need to face 20, 30 or 30 tourists at a time, but the explanation of the live broadcast room is to face thousands or even tens of thousands of listeners. Will take care of the anchor face; in addition, traditional tour guides are often explained only for more than an hour. Now most of the live broadcasts need to talk about three or four hours. Good is good, bad is not good, everything uses data. " To this end, Zhang Juan did a lot of homework in private, not only reading a lot of books, but also often asking related cultural researchers.

Of course, being an anchor is also harder than simply a guide. "After being anchor, I often get up at 3 am to live broadcast sunrise, and I have lived in a consecutive hours in the weather of minus 20 degrees Celsius." Zhang Juan said that she once recruited an assistant and only live a live broadcast of Taishan The snow scene was frozen.

In summary, if you want to be an excellent "tourist anchor", you must not only have professional knowledge, but also have the spirit of hard work and full love for the career itself.

Transforming to Internet tour guides is imminent

Back to the theme of the speech, what opportunities will digital tools bring to the tour guide industry?

Zhang Juan said: "Accumulating the amount of fans is not the main purpose. It is more important to use digital tools to realize the transformation of traditional tour guides to Internet tour guides."

In her opinion, for the tour guide, this change is imminent. "It is not because of the epidemic to transform, but because the way of traveling and consumption habits of modern people has changed. Most young people no longer choose to travel. Participate in the group, but directly turn on the mobile phone to book with the app, so how to use digital tools to docking with tourists is something that tour guides must think about. "

In 2019, Zhang Juan led the other four national gold medal guides in Tai'an to set up a speaker team to sell the explanation as a commodity on Ctrip.com, Tuniu.com, Ma Honeycomb, Meituan, etc., and realized the high -quality and high -quality prices explained by the tour guide. Tourists are well received.

"In the era of digital economy, the only constant is changes, rapid response, rapid response, and rapid changes. Our tour guide must achieve skill iteration and cross -border integration when dealing with the development of the times." Zhang Juan said that as an ordinary guide, In the past two years of operating numbers, she has made her deeply understand that the development of the tour guide should keep pace with the times, and it should be combined with the emerging technology. The tour guide should actively embrace the self -media era under the new situation and new opportunities. Look at the development of the cultural tourism industry from a new perspective, and use a new channel for the development of the development of cultural tourism to be a leading army. It is also hoped that through the increasing popularity of digital self -media, more tour guides can find self -transformation and improvement. In the future, in the future, in the future, in the future, in the future, in the future, in the future Do a good job in the development and reform of the cultural tourism industry, the traveler of tourism culture, the executor of the tourism service, and the communication of tourism knowledge. "

New Yellow River Reporter: Shi Xiaodan

Edit: Han Luying

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