Can tourists from "clouds" and "cloud tourism" bring new opportunities?

Rong Bozhao is broadcasting live.

Xu Zhanmin is shooting short videos.

"Good friends! Welcome to our live broadcast room!" At 8 pm on June 16th, Rong Baizhao, general manager of Jiangmen Transportation International Traveling, sat in front of the camera on time and started the live broadcast that night.

The impact of the epidemic not only brought great changes to the tourism industry, but also changed the trajectory of the life development of travel agencies. Tourism practitioners are actively transforming from top to bottom to find new ways. Like Rong Bozhao, more and more travel agencies have played in person, starting new attempts from themselves, or live broadcasts, or become tourists.

Many people in the industry did not make an appointment to reporters that veterans "Internet celebrities" are only one of the attempts for tourists to take the initiative to "cloud". This is not only self -rescue of the epidemic, but also a profound industry transformation.

Can this transformation bring new opportunities to the development of the industry? Can you open up more new "incremental" areas for the tourism consumption industry? In this regard, the reporter visited.

Text/Tujiangmen Daily Reporter He Wenyi Intern Mo Anqi Xie Hongbin

Palent

Entering the office of Jiangmen Transportation International Travel, you will find that two simple live broadcast rooms are arranged inside. One large green screen is arranged for the background of the tourism when the live broadcast is replaced. Wait for Jiangmen characteristic tourism products. Rong Baizhao talked about tourism and also sold tourism products.

As early as 2019, Rong Baizhao began to try to use short video records to travel with group tourists. After the epidemic, Rong Baizhao was keenly aware of the popularity of "Cloud Tourism". The WeChat video number of "Master Rong Rong" and "Jiangmen Traffic International Travel" WeChat not only released short videos, and brought tourists "Yunyou" Jiangmen. Multiple live live activities, promoting national tourism destinations, now have more than 50,000 fans.

"We have cultivated Jiangmen for many years and have a large private area flow pool. Through short videos and live tourism introduction, we can play the role of maintaining customer stickiness. It is also a small planting grass." It is more public domain traffic that can provide more possibilities. Therefore, he chose to cooperate with foreign countries to promote Jiangmen tourism specialty products, promote Jiangmen tourism while selling goods, and promote the local characteristic lines to attract more tourists to Jiangmen tourism.

"We make so many attempts, the core is still around tourism, telling the story of Jiangmen." Rong Baizhao explained.

Compared with Rong Baizhao's multi -flowering attempts, Xu Zhanmin's attempts are more focused on short videos. Xu Zhanmin is the chairman of Feiyang Travel, but now she has another identity, that is, a tourist with nearly 100,000 fans.

At the end of January this year, she opened the Douyin "a lot of flying again". In less than a month, she created a big explosion model. The video playback volume was nearly 1 million, the number of likes exceeded 70,000, and the comprehensive video of a single video was comprehensive. Ranked third in the country.

From self -driving travel to southwest of Chongqing, from the mountains and rivers to the coastline, she has gone through the scenic spots and hotels of 25 provinces and cities across the country. At present, the total video playback volume exceeds 4 million, and more than 50 videos are released. Seeing the beauty, now there are nearly 100,000 fans.

"Although the tourism markets in various places have recovered in the past two years, the cost of repeated epidemics has been quite large. Instead of helplessness before the force majeure factors, it is better to fight for the new model of self -rescue in the industry and seek new development space for the entire format." Xu Zhanmin A word came out of the voice of travel practitioners struggling to move forward in adversity. This is why she tried to embrace the "cloud".

Before the epidemic arrived, Xu Zhanmin felt the crisis facing traditional travel agencies. "Although the total tourism market in recent years is growing, travel agencies are shrinking. Under such circumstances, our relationship with the scenic area and hotels has also begun to" cool down '. "The arrival of the epidemic has made this crisis more prominent Xu Zhanmin decided to come out of the circle, set up a team at his own expense, responsible for travel expenses on his own, and explore the road of self -rescue for the industry.

Regardless of whether it is a short video or live broadcast, the situation of the boss of Jiangmen's local travel agency is not a minority. Affected by the epidemic, some travel agencies in our city have opened up the "second battlefield" to turn services to online. As early as 2020, Jiangmen Great Tourism and YY Live Platform joined forces to conduct multiple online live broadcasts. Lin Chao Hua, deputy chairman of Jiangmen Great Tourism, is an anchor with a cargo to endorse his "Life Museum". Live broadcast products include hotel appointments, scenic tickets, etc.

Tourism "Lao Xingzun" becomes a live broadcast track "recruit"

In the normalization of the epidemic, the tourism industry has been rapidly promoting the "new retail" model, and the overwhelming live broadcast and short videos have made online services, offline experiences, and product sales ecosystems tremendous. The person in charge of a number of travel agencies admits that tourists have advantages and difficulties. They are the "Lao Xingzun" of the tourism industry, but they are also "recruits" in short video and live tracks.

Huang Jianheng, deputy general manager of Great Tourism, said that the practitioners of travel agencies basically have the foundation of anchor and experts. They have good expression ability and strong infectious power. Explain hand in hand.

In addition, the person in charge of the travel agency has been rolling in the tourism industry for many years and has accumulated rich resources. "When we started zero fans, we were really very difficult, but fortunately, the resources and connections accumulated for many years helped me a lot." Xu Zhanmin recalled that for a person who zero fans in the new media, he wanted to get it. The shooting rights of scenic spots and hotels are not easy, and even proposed that self -funded shooting is not allowed. Thanks to the help of previous suppliers, Xu Zhanmin successfully completed the early shooting and accumulated the first batch of fans. Rong Baizhao, who has been exploring in the field of live broadcasts for a long time, bluntly stated that the difficulty of transformation is a change in thinking. "The Internet sector is not as simple as we imagine. In this regard, we need to subvert the previous model and innovate." Rong Baizhao said that if you follow the traditional practices, you may sing and perform in the live broadcast, but you can bring the goods live and bring the goods to the live broadcast. For speaking, the fans need to be kept in the shortest time and let them buy products. It is not easy to directly hit the fans' "pain points" and impress them to consume.

"Turn from a cultural sales to direct and fast sales, which is more difficult to accept for us." Therefore, when the goods were lived in live broadcast, Rong Bozhao often felt painful and lonely. It's self -doubt. "But found a suitable path later, with achievements, he will re -establish confidence." Rong Baizhao said.

The construction of talents and teams also plagues tourists who want to transform. The person in charge of Jiangmen International Travel has repeatedly expressed his recognition of this transformation, but he has suffered from lack of teams and has never been practiced. The heads of a number of travel agencies have said that whether it is short videos or live broadcast, it is necessary for professionals to make professionals from previous planning, copywriting script writing, shooting, editing, and posting marketing. It is difficult to build a professional team in the case of difficulties in the industry.

Chen Wenfei, vice president and secretary general of the Jiangmen Tourism Industry Association, believes that the entry threshold of this model is not high, but it is necessary to do more refined operations and create special personal IPs. Especially when the number of fans reaches a certain ladder, how to go further, it still needs to be further explored by the industry.

Explore more diverse gameplay that adapt to the needs of users

There is no doubt that tourist short videos and tourist live broadcast brings a "poem and distant place" in a mobile phone who cannot go out. Although its current volume and food, beauty and other fields are not the same, they can still be from the moment. Reading a little trend in various signs: tourism live broadcast and tourist short videos are becoming one of the ways people guide tourism needs and "online grass" tourism products. But can this become a new opportunity, helping the Wen travel industry to create revenue?

For half a year in the short video track, Xu Zhanmin has tried to get the sweetness. After the video was broadcast, the number of fixed -point purchases below the scenic spot tickets was increased for the scenic spot. At the same time, it stimulated the demand for consumer consumption. Fans actively favored the tourist strategy and understood ticket charges. Tourism development provides a reference basis. The filmed video also was recognized by the government and the industry, and was strongly supported by the Macau Hotel Association. It was invited to share and shoot in Macau to promote the development of cultural tourism in the two places.

“过去的旅游行业对于线下旅游和线上旅游仍是有所区分，而我所探索的这种模式不仅是短视频那么简单，而是整合旅游上中下游三大板块，打造旅行社、景区、 Hotels, tourist experts and other win -win tourism models, creating traditional offline and online new media unimpeded bridges. "In Xu Zhanmin's view, the tourism market has developed a round of iterative development. Digitalization and informatization are future development. The important content of the tourism model will provide differentiated value, gain competitive advantages for traditional tourism channels, carry out vertical integration, and jointly enhance product competitiveness through online and offline channels.

Rong Bozhao believes that this exploration provides more possibilities for future tourism practitioners. For example, the tour guide is not only as simple as bringing the group, but also related to the anchor, the cargo, and the video to shoot videos. Let the tour guide show your value and have a sense of identity and honor for work. This will attract more people to enter the industry to engage in tourism work. As a result, a virtuous circle is generated.

Chen Wenfei said that the epidemic is an opportunity for transformation for cultural tourism practitioners, forcing practitioners to transform and reform, and pay more attention to online marketing and product innovation. Through the promotion of short video and live broadcast, you can create a personal IP, and use the accurate algorithm of Douyin and WeChat video numbers to further obtain the traffic of the private area and even the public domain. At the same time, this is also a new gameplay that can integrate resource integration with scenic spots and hotels to realize another type of traffic.

"Traditional travel agencies can seize this opportunity, combine the original products and videos, live broadcasts, and explore more diverse gameplay that meets the needs of user needs." Chen Wenfei suggested that travel agencies should take the initiative to adapt to "micro -vacation" and fragmented consumer needs, and launch more Multi -class category products, fusion meticulous, in -depth experience, focusing on tapping the local differentiated advantages resources, combining more new elements. In addition, there are new attempts on Tuoke channels.

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