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Four major traps in cultural tourism operations, make sure you don't fall into them!

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2024-10-10

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In today's booming tourism industry, numerous scenic spots have emerged like mushrooms after a spring rain. However, behind the prosperity, some scenic spots have fallen into operational thinking traps, leading to hindered development and difficulty in achieving sustainable prosperity.

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Author | Xia Ke Dao Tourism

Editor | Yang Ming

Editor in charge | Jing Xiangyuan

Source | Tourism Microscope

The first thinking trap is "having local culture, but no modern expression". Without local culture, tourism easily becomes superficial and gimmicky. However, traditional local culture should not fall into the rut of heavy and cumbersome expression. The essence of tourism is relaxed play and relaxed experience, which requires the expression of traditional culture to have a modern context and to penetrate the spiritual hearts of modern people.

Many tourism scenic spots have a profound local cultural heritage, which is undoubtedly a valuable asset. Unfortunately, they often fail to present these ancient cultures in a modern, fashionable, and easy-to-understand way. Tourists can only see some rigid cultural displays in the scenic spots, lacking connection and interaction with modern life, and it is difficult to arouse emotional resonance. For example, some ancient legends are only presented in the form of rigid text display boards, without using modern multimedia technology or creative performances to vividly display them, making it impossible for tourists to deeply feel the charm of the culture.

The second trap is "having traditional resources, but no emotional products". Traditional resources are important, but if they cannot be transformed into products that can touch tourists' emotions, they cannot truly attract tourists. A scenic spot may have beautiful natural scenery or ancient buildings, but if tourists only visit in a cursory manner, without providing experience projects that can make tourists feel excited, happy, or moved, then tourists will find it difficult to leave a deep impression.

In the tourism era, resources come first, and products come second. In the new tourism era, products come first, and resources come second. Therefore, the core of modern tourism is not to talk about resources all the time, but to develop new tourism products with greater emotional value based on traditional resource endowments and with the thinking of a product manager. For example, a scenic spot with hot spring resources simply uses the hot spring as a simple bathing facility, without creating products such as hot spring health packages or hot spring theme parties that can stimulate tourists' interest and emotions, it is difficult to fully utilize the value of the resources.

The third trap is "having market traffic, but no long-term retention". Many scenic spots have attracted a large number of tourists through various marketing methods, and their popularity has exploded in the short term. However, due to the insufficient richness and quality of the content and services within the scenic spots, tourists often only pass through quickly, with short stays. This situation is like a gust of wind, coming quickly and going quickly. The scenic spot has not deeply considered how to optimize the tour routes, increase interactive projects, and improve service quality to encourage tourists to stay for a long time and experience the charm of the scenic spot in depth, thus failing to effectively convert traffic into retention and maximize economic benefits.

Internet celebrity culture and traffic can indeed open up a market entry for tourism scenic spots, but blindly pursuing traffic will only cause tourism scenic spots to fall into the embarrassing situation of "high volume but low sales, only checking in but not paying". How to create a series of differentiated products and experiences so that tourists are willing to stay after "one consumption" to carry out "second and third consumption" is the long-term solution.

The fourth trap is "having popular products, but no unique experience". In the pursuit of innovation, some scenic spots blindly follow the trend and launch so-called popular products. However, these products often lack deep integration with the scenic spot's own characteristics and lack uniqueness. Tourists may experience similar projects in different scenic spots, leading to a lack of freshness. For example, glass walkways were once popular, and many scenic spots followed suit, but due to the lack of organic combination with the terrain and culture of the scenic spot, they were built only to follow the trend, eventually causing tourists to experience aesthetic fatigue.

The current tourism market has fallen into a cycle of involution where "you have it, I have it, and I do whatever is popular". Homogeneous products, experiences, and activities are actually the biggest internal consumption for scenic spots. Tourism scenic spots should break out of the vicious cycle of "peer involution" and truly focus on "self-involution", developing unique tourism products based on their own culture and continuously improving the tourist experience based on user feedback.

To avoid falling into these thinking traps, tourism scenic spot operators need to change their mindset and use innovative thinking and refined operations to create attractive and competitive scenic spots. They need to deeply explore the connotation of local culture and use modern technology and creative methods for vivid expression; they need to develop products that can resonate with tourists' emotions around traditional resources; they need to focus on improving the overall quality of the scenic spots and convert market traffic into long-term retention; they need to combine their own characteristics to create unique experience projects, leaving tourists with unforgettable memories.

Only by breaking out of these four thinking traps can tourism scenic spots stand out in the fierce market competition, achieve sustainable development, and bring tourists truly rich, colorful, and unique tourism experiences.

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