It grew from Internet amateur to a million V from 8 months!Xiamen tour guide group transforms "cloud tourism"

One mobile phone, a gimbal, just press the "start" key, Xu Shunbo can keep saying two hours in front of the camera, and talk about the history of the streets and alleys of Xiamen Scenic Area.

Xu Shunbo is a "cloud guide". The daily work content is to bring netizens to enjoy the beauty through live video and short video. As the tourism industry gradually recovered, these tour guides who explained and shot facing the camera became a scenery. Recently, the reporter approached the tour guides in front of these shots to explore their adherence, "breakout" and the road of transformation.

▲ New technologies such as drones and airlines have brought visual effects that cannot be experienced on the spot. The Gulangyu Island under the high -altitude perspective shows a different sense of beauty. (Photo by Xiamen Daily reporter Huang Zhekai)

At the Xiamen Guide Guide Live Festival, the cultural tourism department and the tour guide joined hands to bring the goods.

[Shangyun] Traditional tour guides become net red anchor

"This is Kinmen Island ... You want to see the closer, I am zoomed in you."

In the morning, Xu Shunbo stood on the widest sunlight of Gulangyu, and introduced the surrounding islands to more than 4,000 netizens in the Douyin live room. "I went for the first time in 1980, I have been in three times."

"Post -85" Xu Shunbo is the championship of the Xiamen Tour Guide Contest in 2020, and it is also a tide of a new business format. His Douyin account "Xiamen Abo" currently has 7.01 million fans, which is a "top flow" in the media in the tourism field, ranking first in Xiamen and fourth in the country.

Before April 2020, Xu Shunbo didn't know what "Douyin" was. When he brought a group offline, he began to try to release short videos, with 78 fans in the first month. Inspired by, he continued to produce short videos about Xiamen, from the Hulishan Fortcar Krupp cannon to the "China's First Villa" on Gulangyu. Xu Shunbo launched the online live broadcast while the iron was hot. In December of that year, his fans exceeded 1 million.

From an online amateur to a million V, Xu Shunbo took only 8 months. He summarized the trick of raising fans: "I will often think about what tourists want to see and bring fans fresh." In the past two years, Xu Shunbo ran through more than a dozen cities across the country. Recently, he went to Hangzhou, Putuo Mountain and other places to shoot videos, and the name of Douyin became "Abo in Putuo Mountain".

"When the tourist anchor must be in awe, know the law and abide by the law, and do not exaggerate the propaganda." Xu Shunbo, who was originally the Internet, had not understood the live broadcast rules or did not verify the information. "To keep learning, what he said is rigorous." He gradually understood the responsibility of being an Internet celebrity anchor.

Xu Shunbo admits that the popularity and traffic are difficult to monetize, and the income of online tourists mainly comes from live broadcast. Many tour guides in our city have seen the prospects of short video platforms, and they have actively transformed the line. However, there are currently no more than 5 Xiamen tour guide accounts on the Douyin platform for millions of fans. Kang Jifeng, a senior practitioner of tourism in our city, said that if the "cloud tour guide" can be profitable and exceeds the revenue of traditional tour guides, there are only a handful of people in our city, and most people still work hard on the way to realize live broadcasting.

"Tour guides are the service industry that keeps pace with the times. 'Cloud Guide' must face the changes in the market's market, analyze what the market is and why, this is the reverse strategy of the market economy." Said Ou Li, an associate professor at the School of Culture and Tourism of Xiamen, said, " "In addition to sucking powder and bringing goods, it can also play a cultural spokesperson for promoting the image of the city."

【Network Appointment】 Following New Retail Model of Tourism Products

For many tour guides, the epidemic is a watershed in his career. Perseverance or transformation? How to balance between the two? They are continuing to explore.

Zhang Jingfeng was called "Charlie Old Wolf" on multiple short video platforms. In the video, he came to the scenic area, street history, and anecdotes. In the early 1990s, Zhang Jingfeng entered the tour guide industry. After experiencing the highlights of traditional tour guides, he was the manager of Xiamen Travel International Guide, or "the first Xiamen tour guide to land in Kinmen."

Seeing that more and more peers transformed through cloud live broadcast games and online goods, Zhang Jingfeng, as senior practitioners, had his own persistence: "I still insist on not bringing the goods so far, I hope to keep the professional settings all the time. To sell products, it is also selling tourism services and tourism line products. "

Zhang Jingfeng said that he wanted to explore a new retail model of tourism products through a short video platform, break the traditional tourism product to earn the difference in sales models, and directly establish contact with tourist scattered customers.

In Ooli's view, this is another transformation model from the wholesale retail. "The epidemic has become a catalyst for the change of tour guide service reform. At present, the proportion of scattered passengers has long exceeded the conventional team. The evaluation system is constantly improving, "she said.

Since the beginning of the summer, the recovery of tourism demand has brought confidence to the city's tourism practitioners. Many tourists like Zhang Jingfeng actively cooperate with the epidemic prevention work while adjusting their ideas, combining market demand to launch products in the market, surrounding tourism, and other products. At the same time, the influence of the new media platform has increased the influence, so that "tourism+short videos" and "tourism+live broadcast" have become a strong support for the recovery of the industry.

"The fundamentals of tourism demand are still there, and the basic market of tour guides in our city is still there. We try to guide tour guides to expand their professional path without leaving the Bank." Many vocational training helps tour guides to transform.

[Local] Personalized transformation into a city "endorsement"

As long as there is a group of "swimming", there is room for "guidance". "As the epidemic prevention and control enters the normalization, with the" cloud employment "method of information means, more people with vitality and innovation ability will be absorbed." Huang Lei believes that when the proper platform is developed and the resources are reasonably allocated by the market, the guide is reasonably configured, and the guide is reasonably configured. Members, especially excellent tour guides, are more likely to be absorbed into emerging formats.

In this context, the "Xiamen Badu belly" team came into being as a new "cloud tourism" phenomenon. "Eight belly waist" is hungry in the Minnan dialect, and click on their WeChat video number. Most videos are related to food. "Eight cities Huiyuan Bread", "Renosheng Fruit", "Sita Peanut Soup" ... Each old Xiamen traditional snacks were interpreted through witty sayings, southern Fujian, and the southern Fujian accent, which caused many netizens to resonate. Under the video of "Shuangshan Xiamen instant noodles", netizen Ning Xin said that this is "the only and only instant noodles in the hearts of Xiamen people", which also aroused the memories of netizens Jiang Lang: "In the early 1990s, I was in Chan, Xiamen Can Chancana Kun likes to eat this instant noodle when working. "

The "Xiamen Badu belly" team carefully prepared before the broadcast to debug the camera.

"The six major elements of tourism eat, accommodation, travel, travel, and entertainment. At present, we focus on local specialty snacks." The team members introduced to Guisheng that the 7 members took turns to appear in turn, with an introduction to the shop experience, and the scene with scenes. The drama video shooting also shows the display of urban culture.

Founded in the "Xiamen Eight -belly" team in mid -April this year, all members were born in tour guides. It has attracted the attention of people and markets for more than a month. At this year's "May 19" China Tourism Day Xiamen Guide Live Festival, "Xiamen Badu Bellymail" was invited by the Municipal Cultural Tourism Bureau to dance on the scene. This was the first time they appeared on the official program. "Some stores have invited us to visit the store." Xiang Guisheng and team members were pleased. After entering the short video platform, they achieved their benefits in just one month. The situation is better than their own expected.

"Their thinking is to do deep -in -depth travel. Through the method of" cloud tourism+food "cloud tourism+culture", fancy promotion local cultural tourism resources. "Zhu Xiaozhen Analysis says that this is a new attempt for the transformation of Xiamen tour guides, letting us see the new direction of the "cloud guide".

Xiang Guisheng and the team have a clearer plan for future development: "We may set up a studio in the future. In addition to continuing to shoot videos, we also intend to develop personalized products such as the" Food Tour "Overseas Chinese Cultural Tour". Under reception. "

By borrowing the power to cultivate internal skills

The questionnaire survey made by the city's guidelines in the city in the past two years shows that there are about 3,400 tour guides in our city at the tour guide association, and a considerable number of tour guides are in a unemployed state. Some tour guides are engaged in part -time jobs, and some tour guides choose to switch directly, mainly flowing to other service industries such as express delivery, online e -commerce, and online car drivers.

"As the basic support of the tourism economy, the transformation attempts of the tour guide group, and the adjustment and exploration of the direction of talent training, it is worth thinking about and exploring people in the industry." In the view of Huang Lei, the president of the Municipal Tourism Association, in order to promote the tourism industry in our city The comprehensive recovery is urgent to improve the cohesion and combat effectiveness of the tour guides.

Open offline training courses to improve service quality

In order to help tourists solve actual difficulties and boost the guidance confidence of the guide, the Municipal Tourism Association also made some attempts. For example, since 2020, lead the organization to record the "gold medal guided online public welfare classroom", and sometimes through offline training, providing two psychological adjustment and group tutors for tour guides a month, inspiring them to practice "internal skills in internal skills "Improve professional skills and service quality. As of last year, the Municipal Guide Tourism Association has accumulated a total of more than 620,000 yuan in individual and unit membership meeting.

"What secret weapons are there in the tour guide?" "How to make 'Cloud Travel" more interesting? "... At the end of last month, the" UAV Air Shooting Practical Skills Training "of China Tourism Day Xiamen Guide Live Festival Two games, let the participating tour guides shine.

Introducing incentive policies to promote tourism resources

Earlier this month, the Municipal Cultural Tourism Bureau pushed 8 more measures to promote the accelerated development of the cultural travel industry. In addition to issuing stable subsidies and rescue subsidies to travel agencies and other travel companies, it also encouraged tour guides to use online media to promote and promote our city in our city. Tourism resources, if the original videos are released this year to meet the relevant conditions, it can get a maximum of 20,000 yuan in rewards.

Since the beginning of this year, the Secretary -General of the Municipal Guide Tourism Association Fang and Liang have made several pages of recommendations list, ready to be submitted to the industry authority, and suggested that the relevant departments from the aspects of reducing social security costs, issuing stability subsidies, establishing an industry policy information platform, and learning exchange platform for tour guides for tour guides The team provides more assistance.

"I hope that through activities such as policy incentives and tour guide live festivals, more tour guides will be encouraged to enrich their professional skills and reserve more resources for their careers." Last year, we started digging the resources of the tour guide circle and carried out tourism promotion. The live broadcast festival innovation launched the "Public Welfare Training Program for Guide's Live Power" to improve the practice ability of the tour guide group in our city, help them learn new skills, and prepare for the comprehensive recovery of the tourism industry.

[Reporter's Notes] The tour guide should go to a special ability

Xiamen Daily reporter Wu Junning

There is such a sound in the tourism industry. Those standardized products in traditional tourism and tourism can no longer meet people's needs. After this "epidemic", tourists pay more attention to safety, quality and personalization. New ideas. Throughout the development of the industry, the tour guide transformed into an Internet anchor to the stage and became a trend. However, from the actual situation of the interview, the city's "cloud tour guide" currently has problems such as small traffic, lack of brand communication, and poor results.

Even Xu Shunbo, who is "top flow", dare not stop: "The" Cloud Tour "is the general trend, but it is not easy to do it." He said that he needs to invest a lot of energy and improve the depth and professionalism of history and culture. Explanation service.

Tourism anchor Xu Shunbo live broadcast online on Gulangyu.

More and more tourists are willing to pay for knowledge, this calls more high -quality talents. "Even on the line, tour guides should continue to supplement new skills to adapt to new changes." Senior tourist Kangkang believes that the epidemic has accelerated the transformation and upgrading of the tourism industry, and the tourism market is constantly subdivided. It will become the mainstream.

Fortunately, many tour guides in our city use their free time to actively participate in various industry training activities such as research instructor and "Division and Guide", seize new employment opportunities in the field of tourism subdivisions, and actively improve their level of practice.

The tour guide can advance with the times in the new market situation in accordance with the spontaneous learning of demand and stand out on the new track. Once the offline tourism recovers, these prepared tour guides will also become the first group to win the market with reputation.

(This edition of the article/Tu Xiamen Daily reporter Li Liqin Wu Junning (except for the signature))

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