Lack of foresight; plans can't keep up with changes
There are some pitfalls in the tourism industry. The most common pitfalls include:
Lack of proactive operational thinking: Many projects often focus only on planning and design, neglecting the importance of operations. This leads to various problems during implementation, such as insufficient tourist numbers, low consumption rates, low satisfaction, and low repeat visitation rates.
Over-reliance on marketing: Some projects over-rely on marketing methods to attract tourists, while neglecting the core value of operations. This results in a lack of inherent appeal and competitiveness during project implementation.
Lack of continuous innovation: Some projects lack innovative thinking and methods in the planning and design phase, resulting in a lack of novelty and highlights during implementation, failing to attract more tourists.
The Importance of Operations
贯穿始末 前呼后应 实战指导规划
Operations are the lifeline of tourism projects, running through the entire life cycle of the project.
In the planning stage, operational thinking can help us better understand market needs and trends, providing the project with suggestions and opinions that better meet market demands.
In the design stage, operational thinking can help us better consider the needs and experiences of tourists, providing the project with more user-friendly design and more efficient management.
In the implementation stage, operational thinking can help us better adjust and improve the project, providing tourists with better services and experiences.
Image source: Zhejiang Release - Wuzhen Internet Conference
The Core Value of Operations
Creating value, conveying value, enhancing value
The core value of operations lies in improving product value and appeal through a series of effective work, promoting user participation and loyalty, continuously optimizing and improving products and services, and maximizing business value. The core values of operations include the following aspects:
Product value delivery: One of the core tasks of operations is to convey the core value of the product to users, allowing users to understand and accept the unique aspects of the product.
Enhancing tourist experience: Through high-quality operational management, enhance the tourist experience and satisfaction, increasing tourist loyalty and repeat visitation rates.
Achieving market goals: Through precise market positioning and marketing strategies, achieve the project's market goals and economic benefits.
Shaping brand image: Through a good brand image and reputation, increase the project's awareness and reputation, attracting more tourists.
Image source: Luhu Tianfu Food Island
The Core Logic of Planning and Design
Attraction building, value creation, emotional connection
Grasping the core logic of planning and design, building attraction, shaping experiential value, introducing innovative elements, and establishing emotional connections, allowing tourism projects to burst with new vitality. The core logic of planning and design includes the following aspects:
Through unique themes and creativity, build project attraction, attracting tourists' attention and interest.
Theme uniqueness: An attractive project needs a unique theme. The theme can be a captivating story, an undiscovered concept, or an innovative idea. Ensure that the theme is unique and attractive, capable of arousing tourists' interest and curiosity.
Creativity: Creativity is another important factor in building attraction. Creativity can be conveyed through multiple sensory experiences such as visual, auditory, olfactory, gustatory, and tactile. Consider how to use creativity to create unique experiences that tourists will never forget.
Storytelling: A good story can inspire emotional resonance in tourists, making them more deeply involved and invested in the project. Consider how to use storytelling to build attraction, allowing tourists to feel the value and significance of the project within the story.
Interactivity: Letting tourists participate is key to building attraction. Design interactive projects that allow tourists to personally participate and experience the content of the project, increasing tourists' sense of participation and immersion, thereby improving the project's attraction.
Visual elements: Visual elements play an important role in building attraction. Use elements such as color, shape, pattern, and material to create unique visual effects to attract tourists' attention. Ensure that the visual elements are consistent with the project's theme and creativity.
Image source: Kenya animal-themed restaurant
Experiential Value Creation
By deeply understanding the needs and experiences of tourists, shape the project's experiential value, improving tourist satisfaction and loyalty.
Deep understanding of the target audience: First, we need to conduct in-depth insight and analysis of the target audience, understanding their interests, needs, aesthetic preferences, and other key information. This will help us tailor unique experiences for them.
Innovative activity design: Innovative activity design can greatly enhance tourists' sense of participation and fun. We can draw on international cutting-edge interactive concepts to design creative and unique activities, such as art workshops, technology challenges, and interactive games.
Immersive interactive experience: Through innovative technology applications, create immersive interactive experiences, allowing tourists to deeply integrate with the project. We can use virtual reality (VR), augmented reality (AR), holographic projection, and other technologies to create unique interactive scenes, allowing tourists to gain deeper experiences and feelings through participation.
In-depth cultural experience: Culture is the soul of a project. We can help tourists deeply understand and feel the local cultural charm through cultural tours, cultural lectures, cultural performances, and other methods. Cultural elements can also be subtly integrated into projects to enhance their depth and uniqueness.
Exquisite culinary experience: Food is one of the important elements that attract tourists. We can design exquisite culinary experiences based on local characteristics and the tastes of the target audience. For example, we can set up food streets, food experience workshops, etc., to allow tourists to enjoy a pleasant experience while tasting food.
Image source: 24SCOPE-Amanfayun
Introduction of innovative elements
By introducing novel and interesting activities and projects, and utilizing technology to enhance tourist participation and interactivity.
Creative activity design: Plan unique and novel activities and projects, such as immersive theater, interactive art exhibitions, theme parties, etc., to attract tourists' attention and stimulate their interest.
Application of technological means: Utilize modern technological means such as Virtual Reality (VR), Augmented Reality (AR), Artificial Intelligence (AI), etc., to provide tourists with more attractive and interactive experiences. For example, VR technology can be used to allow tourists to experience local history and culture firsthand, or AR games can enhance interaction and social engagement among tourists.
Creation of multi-sensory experiences: Convey creativity and appeal through various sensory experiences such as sight, sound, smell, taste, and touch. For example, stimulating tourists' senses through light shows, music performances, food feasts, etc., leaving them with profound impressions and memories.
Continuous innovation and upgrade: Continuously update and upgrade project content to maintain continuous appeal to tourists. Understand changes in tourist needs through market research and data analysis, and promptly adjust and optimize activities and projects.
Image source: Mantangli Light of the Earth Scenic Area
Establishment of emotional connections
Establish emotional connections with tourists through stories, cultural connotations, and other means to enhance the intrinsic appeal and competitiveness of the project.
Story resonance: Delve into local history, legends, and cultural backgrounds to tell vivid and interesting stories to tourists. Through the design of plot and characters, establish emotional connections with tourists, making them resonate and connect emotionally with the characters and situations in the stories.
Atmosphere creation: Recreate historical architecture, costumes, and cultural customs to create a unique atmosphere, allowing tourists to experience the local cultural ambiance firsthand. Utilize modern technology such as sound, light, and electricity to enhance tourists' immersion and experience, helping them to understand local history and culture more deeply.
Ambiance creation: Provide a comfortable experience for tourists through music, colors, and decorations, appealing to touch, hearing, and sight, making them feel attentive service and care.
Interaction and participation: Design highly interactive and engaging activities and projects that allow tourists to personally participate in and experience local culture and history. Through social media, online communities, and other channels, encourage tourists to share their travel experiences and emotional connections, stimulating emotional resonance and enthusiasm for participation among other tourists.
Image source: Grand Tang All Day Mall Walking Street
Promote revisits and repurchases
Promote revisits and repurchases by optimizing the tourist experience, providing distinctive products and services, and other means.
Optimize tourist experience: Provide personalized services, offering customized travel experiences based on tourists' needs and preferences. For example, arranging cultural activities, dining, and accommodation that align with their interests. Pay attention to tourist feedback and evaluations, promptly understand their needs and expectations, and continuously optimize project content and service quality to enhance tourist satisfaction and loyalty.
Provide distinctive products and services: Develop unique cultural experience programs, such as special cultural performances, handicraft workshops, cultural lectures, etc., allowing tourists to feel the charm of local culture through participation. Offer special dining and accommodation services, combining local ingredients and distinctive architectural styles to create unique dining and lodging experiences. Design distinctive merchandise and souvenirs with commemorative and collectible value to attract tourists to purchase and keep as mementos.
Establish a membership system and loyalty program: Offer discounts and loyalty rewards to tourists to increase their stickiness and loyalty. Provide exclusive activities and services for members, such as member-exclusive cultural activities, dining, and accommodation services, to enhance members' sense of specialness and belonging.
Launch promotional activities and packages: Regularly launch promotional activities and packages, such as discounts, special offers, package deals, etc., to attract tourists to revisit and consume. Collaborate with other tourist attractions, hotels, and restaurants to offer joint tickets and combined package discounts, increasing tourists' willingness to revisit and their consumption amount.
Continuous follow-up and interaction: After tourists leave, continue to follow up and understand their feedback and needs via email, text message, or social media. Regularly organize return visit activities, inviting tourists to revisit and experience new projects and services.
Image source: WeChat Public Image Library
Content Layer Operations
Content layer operations are one of the key means to achieve core operational value. They primarily include the following aspects:
The first impression tourists have of a project is very important, so we need to build tourists' favorability towards the project through various means.
For example, promotional videos and posters can be used to showcase the project's features and highlights; social media and other channels can be used to interact with tourists and understand their needs and feedback; and tourist reviews and word-of-mouth can be used to enhance the project's visibility and reputation.
Value Recognition
Tourists' recognition of the project's value is key to promoting revisits and repurchases. We can provide more valuable services and experiences to tourists by deeply understanding the project's cultural connotations, historical background, and other information.
For example, special theme activities and exhibitions can be launched to attract tourists' attention and participation; professional guide services and explanatory services can be provided to enhance tourists' awareness and understanding of the project.
Novelty experience is one of the important ways to attract tourists. By introducing novel and interesting activities and projects, we can capture tourists' attention.
For example, new amusement projects and experiential projects can be launched to satisfy tourists' curiosity and desire for exploration; limited edition souvenirs or special merchandise can be launched in collaboration with famous brands or personalities to stimulate tourists' desire to purchase.
Emotional dependence is key to making tourists loyal to a project. We can enhance tourists' emotional dependence on the project in various ways.
For example, a membership system can provide more attentive service and benefits to tourists; interaction with tourists can be achieved through social media and other channels; and customer care and follow-up can be used to understand tourists' needs and feedback.
Repeat Visits and Repurchases
Repeat visits and repurchases are one of the ultimate goals of tourism projects. Various methods should be used to improve tourist repeat visit and repurchase rates.
For example, membership discount activities and points redemption activities can be launched to attract tourists to revisit; special themed activities and limited-edition souvenirs can be provided to stimulate tourists' desire to purchase; and customer care and follow-up can be used to understand tourists' needs and feedback, allowing for timely adjustments and improvements to the project.
Image source: Taomi Village, Taiwan
In tourism planning and design, understanding operations before planning is crucial. By thoroughly understanding market and tourist needs and expectations, grasping the core logic of planning and design, building attraction, shaping experiential value, introducing innovative elements, and establishing emotional connections, focusing on building goodwill, value recognition, novelty experiences, emotional dependence, and repeat visits and repurchases, using operations as a guide for planning and design, operators can better conduct tourism planning and design, provide better service and experience for tourists, and achieve sustainable development of the project.
