The nine-to-one traveler is inseparable from social media, and social tourism is the true wisdom travel

By 2014, the online tourism market competition can be described in a white-hot, a variety of 1 yuan tickets flying, the Giants are in the impact of the market. The white-hot market competition, but also accelerated the tourism industry large-scale shuffle, traditional travel agencies anxious to seek the transformation of the road, are trying new business model. In the big situation, the tourist attractions are gradually sitting on the stand, have sought change.

Eric Consulting data show that 2013 China's online tourism market transaction size of 220.46 billion yuan, an increase of 29%, nearly three years compound growth of up to 32.5%, the 2017 online tourism market is expected to reach 465.01 billion yuan, composite growth rate of 20.5%. Such a big growth space is bound to attract a large number of Shing, capital hot money into the online tourism market, wantonly circle people enclosure.

The nine travelers are inseparable from social media

Tourism industry is light assets, heavy service industry, do not need logistics system support, focus on channel building and customer support. Shang has been talking about the tourism industry is very suitable for the development of E-commerce, tourism industry is bound to be in E-commerce business era to form a new development situation. The future tourism market must be 10 times times or even a hundredfold growth rate.

After the growth of space, enterprises want to occupy a place in the industry in the future, but also to see the development trend of online tourism industry. First of all, to understand the two major trends in online tourism, mobile, large data support.

Because tourism behavior is inherently mobile, coupled with the rapid growth of mobile internet users, so the microblogging travel users mobile terminals are far more than the PC end, in 2013 only the February microblog users PC end online longer than the mobile end, the remaining 11 months are mobile end online longer than the PC end. Similarly, a Facebook survey in 2013 showed that 97% of people used Facebook to find information on their journeys, such as news, travel tips and weather. The analysis also stressed that the vast majority (91%) of people are inseparable from social media, they will be on vacation at least two times on Facebook. As soon as 99% of people arrive home, they can't wait to post words and photos of their travels on Facebook. and 32% of them because they can not restrain their friends and family to share the mood, on the way home has been uploaded early information. In addition, the core of online tourism market is the promotion of information matching efficiency. In the demand side, the reduction of agent and time cost can help to expand the product audience coverage, open the downstream market space; On the supply side, the use of large data will help enterprises to achieve accurate advertising and personalized demand for personal customization.

Behind the movement and the big data, the social nature of tourism is actually reflected. On Weibo, we see a lot of travel companies borrow # with Weibo to travel # The topic of marketing activities, some directly based on product activities, and some is to spread the tourist destinations, expand the potential user size. In the activity, the user has fun, is also willing to help you spread. And, in the user friend Circle on the basis of Word-of-mouth, product conversion rate is considerable.

Of course, enterprises in social media to form their own communication positions, or to their own kung fu hard, to do a full operation, to credible.

From the user experience, and Ali cooperation, micro-BO is also constantly strengthening the platform of the electric quotient gene, in micro-blog can directly open shop selling enterprise products, in the discovery of interest at the same time realize the purchase. For today's young users, while discovering their interests, the simpler the purchase process is, the simpler it is to keep them from moving their heads.

From the industry point of view, tourism agencies and tourism enterprises should give priority to the selection of micro-bo as the main position, the user found the need to complete the purchase. Who doesn't like this platform? Market and revenue step in place. Shang has been in close contact with some domestic tourism agencies and tourism companies, and will also discuss the issue of new media marketing for tourism agencies and enterprises. Now some tourist destinations have done well on Weibo and played a role model. There will be more enterprises in the future to put into the topic of operation, will be more focused on micro-blog.

Choose the right platform to play the tour power provider

After seeing the development trend of the industry, the enterprise should carry out the corresponding operation strategy according to its own situation. Like to travel friends will always be on the same with Rountines Ctrip travel booking site, perhaps we have also noticed the basic items on each item will be annotated comments on how much cash, or even after the tour to share the travel strategy to get free travel fund. The appeal behind these returns is that they want to drain subscribers to the tourist community of the platform and form a vibrant and cohesive community of tourist users. The community is very tired, especially the low frequency of tourism user behavior, with Cheng in the tourism community is also to do the struggle. Therefore, if a friend of the travel business wants to start marketing work from the self-built tourism community, Shang advised you to think twice before you do it.

Even if you don't build your own platform, you have to hug your thighs. At present, the enterprise market mainstream recognized public platform only 2, micro-Bo and micro-letter. As I said before, tourism new media marketing should first consider choosing the right marketing position. The sharing attribute of tourism behavior decides that the tourism enterprise should choose the open social media platform, operate its own brand, form the communication position, and Weibo becomes the preferred channel.

The traditional definition of tourism is to travel from one place of residence to another, and travel is not a long-term settlement, and it costs a certain amount of travel money. Shang understanding of tourism is the life of any time to play recreational activities, such as after work in the river to take a walk, and then buy points on the side of the river beach snacks. I think this is a small tourism behavior, with the sex anytime. #带着微博去旅行 # is to meet this demand, anytime and anywhere to share, 1000 kilometers of travel is a journey, 1 kilometers of casual play is also travel, whether 1 km or 1000 kilometers, can generate travel in the process of sharing.

According to statistics, 61.4 million of the users on Weibo posted tourism-related content, and nearly 32 million users added the label. The data also fully illustrates the wide range of tourism audiences and the need for users to share. Of course, these data are based on the huge number of users and the openness of the platform. On Weibo the annual # with Weibo to travel # then completely stimulate the user's desire to share, but also activates the travel destination chain of communication.

Said before the travel community is difficult, the first is difficult in the content, one is not so many users have the energy to organize million-word strategy, the second is to make a beautiful strategy for less people. In addition to visitors, usually, we will go to some vertical tourism community to find the relevant travel strategy when there is a specific travel plan. Data show that the number of tourism users accounted for the number of micro-blog users of the first, micro-blog has become a tourist enthusiasts one of the largest gatherings. Weibo 81% of tourists will be affected by Word-of-mouth, before the tour will find Raiders, 20% of users will pay attention to the dynamics of tourism agencies, 28% of users will be on the micro-blog search tourism destination information, and 24% users love to share tourism content.

On Weibo, search "with micro Bo to travel," search results more than 100 million, we can think of what this concept, tourism enterprises to play new media marketing to learn to borrow power. For example, tourism companies can also launch a fan launch # with Weibo to travel # Topic activities, share topic users.

In addition, from the business model, the specific theme of the product in some vertical communities to do the dissemination will also achieve good results. For example, the kind of very literary tourism products in watercress will be very good, play is that a feeling.

Using social media to accumulate brand equity

In the past, tourist attractions and have the product resources of the society in the tourism industry magazine ads, the industry product distribution center, belong to a good marketing channel. In fact, this marketing model of the enterprise side is not the formation of their own communications positions. For example, the scenic spot and operators every year in the magazine ads, stop the delivery is not a sense of existence, the role of their own marketing does not accumulate.

Many travel agencies have a high turnover every year, the same annual market pressure is also very large, the need for continuous hard drive performance. This time the revenue is actually only with the user generated trading relationship, a one-way relationship, did not produce mutual understanding of the relationship between the two. The communication position on social media can produce the long-term market effect for the enterprise, from the user to the brand power have a long-term accumulation, forming long-term fixed social assets.

Often have customers to consult us, the registration of micro-letter public number after how to obtain fan users? No users, no good features are furnishings. Micro-letters are problematic to disseminate, better suited to maintain the content requirements of existing users and to tap the potential consumption needs of existing users. A new tourist attractions and newly developed tourist destinations is the first to disseminate their own tourism culture, first to show, then the relationship is established, can not put the cart before the horse. As of July 2014, the number of travel agencies certified on Weibo has more than 2,200 accounts and more than 5,800 travel agents. This is a step forward, and at least tourism agencies and tourism companies have come to realize the importance of spreading in social media.

First of all, from the content, on the microblog similar to the # with Weibo to travel # This kind of tourism activities almost cover the travel of eating and living shopping entertainment, at the same time, users can share, but also the tourist destination to show the user's circle of friends, to form a circle to the spread of the circle, forming a good content-sharing mechanism. From a social point of view, #带着微博去旅行 # in the same tourist destination there are many different combinations of the tourism team, 35 friends, three families, different combinations will have different play. In terms of consumer behavior, the needs of different groups are different, cargo will pay more attention to local food, but also take away some local specialties, others will prefer the local tourist souvenirs. In a comprehensive sense, #带着微博去旅行 # is able to help travel agencies and tourism enterprises to collect user behavior information, massive data can provide tourism destination planning and tourism enterprise product planning to help. You know, many travelers may not be sure where they are going before they travel, and they don't know where to play. Every show in a tourist destination is a chance to get a potential customer.

In addition, #带着微博去旅行 # is not only in the online activities, micro-blog is implemented to the tourist destination, line under the combination of online, so that users and enterprises more contact, resulting in more direct interaction.

Shang that the core meaning of #带着微博去旅行 # is to help the tourism industry to collect data, expand the tourism destination tourism culture opportunities, but also to help travel destinations and users to establish two-way communication relationship, and ultimately to enhance the visibility of tourism destinations and tourism revenue.

Social tourism is really smart travel

In the past two years, tourism has been mentioning the wisdom of tourism, many tourist destinations are also operating intelligent tourism projects. In Shang's view, most of the products are technical wisdom, not travel wisdom. Shang that tourism in mobile, social, large data and other support to form a smart travel, wisdom to be reflected in the user experience.

At present, the concept of intelligent tourism is still not very mature, social tourism is a shadow of wisdom. In social media, we see a lot of tourism enterprises and travel agencies in the very good and users to maintain interaction, holding a variety of online tourism activities, from the product to the brand image from the user get very much feedback information. The end result is that users have fun, and travel agencies and travel companies upgrade their brands and revenues.

In addition, in the activities, tourism agencies and enterprises can not be limited to the tourist attractions of marketing, but also can enrich the tourism application scene, mining tourism destinations of tourism derivatives. #带着微博去旅行 # may allow each single point in a tourist destination to join together to truly realize intelligent tourism.

For now, social media can be counted as a catalyst for smart travel, especially microblogs. In the mass user's aggregation, the outstanding content and the interaction thus produces, the ripening wisdom traveling concept, realizes the multi-party altogether wins. Interaction, tourism agencies and tourism enterprises in micro-blog Harvest is also a lever, through the online activities to obtain a large number of users and orders. Based on the characteristics of tourism industry, the regional characteristics of tourism services are still more obvious. In social media, the regional advantages of tourism dealers better display, in the region can provide users with better quality and reliable product services, it may be said that social media such as micro-blogging has also accelerated the rapid development of regional tourism electric dealers.

Take Tianjin Double Street as an example, Double street is a small village with only more than 500 households in Tianjin Beichen District, the local main characteristic agriculture is the fruit, especially the grape is famous, the double street actively uses the micro Bo to sell the grape. To participate in the # with Micro Bo to travel #, the topic of reading quickly increased to more than 30 million, Blue v after the upgrade to open the micro-bo payment function, the use of micro-bo selling grapes, two days to get 1000 copies orders, which also brought the local fruit-picking tourism model. This helps double street from hundreds of millions of of Weibo users to select their own tourism products and tourism characteristics of users interested in, and from the people involved in the forwarding lottery to find their own potential users, but also make tourism marketing more targeted and more efficient. And the double street also through the concern of the micro-blog continues to the tourist attractions and specialty information continue to push to these users, on Weibo accumulation of social assets, build brand effect, for the next step of marketing lay a good foundation. This also established from the line to the line of the tourism destination promotion model, to help the tourist attractions in the large-scale activities driven by relying on micro-Bo to form a service marketing closed loop, can reap better business results. #带着微博去旅行 # may bring a useful model for the operation of intelligent tourism, and no longer be explored.

With the continuous improvement of living standards, large data and intelligent processing technology by leaps and bounds, traditional tourism and the Internet in the constant friction produced a huge spark, creating a new form of tourism-intelligent tourism. Smart travel is about to become one of the most important ways for people to relax, based on the development of new information technology, taking the interactive experience of tourists as the center, through the integration of information technology and Tourism service, tourism management and tourism marketing, the tourism resources and tourism information are systematized integrated and deeply developed and applied, and serve the public, The tourism development form of enterprises and government.

Wen/Shang Weibo: @ Shang YT public Number: yutuoorg

Original address: http://www.yutuo.org/316.html