Social network with fire travel IP uses profound cultural heritage to capture ＂the traffic that pours into the sky＂

　　Where have you planted grass recently? With the internet deeply embedded in people’s daily lives, social networks have become the main position for the spread of cultural tourism projects. Zibo BBQ, Tianshui Mala Tang, Guizhou "Village Supermarket", Chaoshan singing and dancing … … Relying on the fission spread of social networks, a number of phenomenal IP’s of cultural tourism have sprung up and gained popularity, which has driven the explosive growth of cultural tourism industry and promoted the local brand and image. Many places are also eyeing the new opportunities brought by social network communication, starting the "rocking people" mode and striving to become the next destination in online celebrity.

　　Shandong Zibo barbecue

　　"The fragrance of wine is also afraid of the depth of the alley", and the ingenious fancy propaganda has generated different traffic passwords, which has enabled many natural landscapes and cultural heritages of "bred in an inner chamber, with no one knowing her" to spread in a "broken circle". However, in some places, in the process of online marketing, there have also been practices that are divorced from reality, so that tourists come on impulse and return disappointed. For example, some scenic spots rely on "violent retouching" and AI synthetic videos to publish propaganda content that is inconsistent with the actual landscape; Some literary travel performances are over-exaggerated, full of vulgar, kitsch and vulgar pictures; Even the heads of cultural tourism departments in some places followed suit, ignoring the actual development of local cultural tourism, and the performance became self-entertainment. If everything goes too far, promoting "excessive force" will not only make the audience feel tired and resistant, but also raise the expectations of tourists too much and create the impression that "the goods are not right". Internet comment is a "double-edged sword". If it is divorced from reality and over-hyped, the higher it is blown, the worse it will fall.

　　Tourists in Jingxi, Guangxi are sightseeing in the scenic spot.

　　Rich tourism resources and profound cultural heritage are the basis and foundation for local development of cultural tourism. It is inseparable from sincere attitude and solid service to catch the "sky-splashing traffic". The development of cultural tourism is a comprehensive experience. Although some places are endowed with natural resources, due to insufficient investment in the early stage, weak infrastructure and reception capacity, they cannot meet the diversified needs of tourists, and they lack the ability to deal with emergencies and respond to risks after the influx of huge traffic. While actively operating social network accounts, relevant places need to "keep fit" and cultivate "internal strength", improve the cultural tourism industry chain, and make overall plans to improve the hardware level and software quality.

　　Tourists enjoy the scenery in Suzhou scenic spot, Jiangsu Province

　　Creating a high-quality cultural travel IP lies in the accumulation of word of mouth. The cultural tourism industry is an important starting point for promoting consumption and expanding domestic demand. It needs to be clear that some scenic spots not only win traffic but also leave word of mouth because they persistently strengthen service quality supervision and create a tourist-friendly tourism environment. All in all, the propaganda of cultural tourism is innovative and grounded, so as to truly retain tourists and win a good reputation. (Zhong Wang, special commentator of Yangguang. com)