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How Tourism Scenic Spot Operation Wins in Details

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2024-09-11

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In the face of fierce market competition, tourist attractions must strive for excellence in seemingly insignificant details to stand out, attract numerous visitors, and win their hearts.

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Author | Ding Meng

Editor | Yang Ming

Editor in charge | Jing Xiangyuan

Source | Tourist Attraction Operation Practices

Detail 1: Clarifying the Scenic Area's Positioning

If a scenic area lacks a clear and definite positioning, it is like a ship lost at sea without a compass, unable to find its target customer group and ultimately lost in fierce competition.

To accurately clarify the positioning of a scenic area, it is first necessary to conduct an in-depth analysis of tourists' psychology. Understanding tourists' expectations and needs when choosing a travel destination is a crucial step. For example, some tourists seek tranquility and relaxation, longing to escape the hustle and bustle of the city and immerse themselves in nature; while others are more enthusiastic about exploring history and culture, hoping to find spiritual resonance in ancient ruins and traditional customs.

An accurate grasp of market demand is also indispensable. With the changes of the times and the development of society, the demand of the tourism market is also constantly changing. Once popular forms of tourism may gradually lose their appeal, while new tourism trends continue to emerge. Therefore, scenic areas need to constantly monitor market dynamics, keenly capture these changes, and adjust their positioning in a timely manner. In addition, in-depth exploration and research of the scenic area's own resources is also the key to clarifying positioning. Each scenic area has unique natural resources, humanistic landscapes, or historical sites. These resources are the treasures of the scenic area and need to be carefully excavated and cleverly utilized. For example, a scenic area with magnificent mountains and clear streams can position itself as an ecological tourism destination, focusing on outdoor sports and nature exploration; while an ancient town rich in history and culture can be positioned as a cultural experience area, emphasizing the display of ancient architecture, traditional handicrafts, and unique folk customs.

The positioning of a scenic area also needs to showcase unique characteristics to differentiate itself from other scenic areas. Among many homogeneous tourism products, only those with unique selling points can attract tourists' attention. This may be reflected in the scenic area's theme, activities, services, and other aspects. For example, some scenic areas feature nighttime light shows, creating a dreamlike night scene; others launch immersive experience projects closely integrated with local culture, allowing tourists to travel through time and personally experience the charm of history.

Clarifying the positioning of a scenic area is a complex yet crucial task that requires consideration of various factors, including tourist psychology, market demand, and scenic area resources, while highlighting uniqueness to lay a solid foundation for the successful operation of the scenic area.

Detail 2: Providing High-Quality Service

Good service can not only bridge the gap between the scenic area and tourists but also establish a good reputation for the scenic area, attracting more tourists.

High-quality service is first reflected in hardware facilities. Whether the roads in the scenic area are flat and clean, whether the signs are clear and unambiguous, and whether the rest facilities are comfortable and convenient, these seemingly minor aspects can directly affect tourists' experience. For example, on the walking paths in the scenic area, comfortable benches and parasols are provided at intervals, allowing tourists to have a place to rest when tired; public restrooms should not only be kept clean and hygienic but also equipped with complete toiletries and barrier-free facilities to meet the needs of different tourists. Software services are equally important. The enthusiasm, friendliness, and professionalism of the scenic area staff are important aspects of tourists' experience of good service. From the ticket seller's patient answers to the tour guide's wonderful explanations and the cleaning staff's silent dedication, every staff member's service attitude can affect tourists' evaluation of the scenic area. For example, tour guides should not only be familiar with the scenic area's history, culture, and attractions but also be able to provide personalized explanations based on tourists' interests and needs, allowing tourists to gain a deeper understanding of the scenic area's essence while appreciating the beautiful scenery.

In addition, to improve service quality, scenic areas should also pay attention to tourist feedback. Establishing an effective tourist feedback mechanism, promptly collecting tourists' opinions and suggestions, and making improvements and optimizations based on this feedback. For example, by setting up suggestion boxes in the scenic area, conducting online questionnaires, or interacting with tourists on social media, understanding their experiences and problems in the scenic area, and then quickly taking measures to solve them.

Scenic areas can also enhance staff's service awareness and level through training and incentive mechanisms. Regularly organize employee training to allow them to learn the latest service concepts and techniques, and at the same time establish a reward system to commend and reward employees with excellent service performance, stimulating employees' enthusiasm and initiative.

Scenic areas should always integrate the concept of high-quality service into every aspect, whether it is hardware facilities or software services, striving for excellence so that tourists can feel the charm of the cultural and tourism industry at every moment in the scenic area, leaving behind beautiful memories.

Detail 3: Developing Unique and Attractive Projects

In-depth excavation and utilization of resources is one of the important ways to create characteristic projects. The natural resources, history, culture, and folk customs within the scenic area all contain huge development potential. For example, a scenic area with ancient forests can develop forest exploration projects, allowing tourists to explore the interior of the forest under the guidance of professional guides, explore mysterious natural landscapes, and observe rare plants and animals; a scenic area with rich history and culture can restore ancient life scenes, allowing tourists to personally experience the lifestyle of ancient people, such as participating in traditional handicraft production and tasting ancient foods.

Innovative cultural expression is also the key to enhancing the attractiveness of scenic areas. Combining traditional culture with modern elements to create novel and unique cultural experience projects can attract more tourists' attention. For example, using modern technological means, such as virtual reality and augmented reality technologies, to present scenes of historical events to tourists, making them feel as if they are on the scene; or rearranging and interpreting traditional folk arts in a more vivid and interesting way for tourists.

Such characteristic projects can not only greatly enhance the attractiveness of scenic areas but also become the highlights and selling points of scenic areas. They can attract more tourists, increase tourists' stay time and consumption in the scenic area, and also help to improve the scenic area's reputation and popularity.

For example, a scenic area developed a project themed around stargazing, setting up a professional astronomical observatory within the area, equipped with advanced astronomical telescopes, and inviting astronomers to give lectures to tourists. This project attracted numerous astronomy enthusiasts and tourists seeking a romantic experience, becoming a popular attraction for the scenic area and bringing considerable economic and social benefits.

Scenic areas should fully leverage their advantages, through in-depth resource development, innovative cultural expression, and clever use of style, to develop unique and attractive projects, bringing tourists a distinctive travel experience.

Detail Four: Innovative Marketing and Promotion

In today's digital age, the rapid rise of new media has opened up a new world for the marketing and promotion of scenic areas. If scenic areas can cleverly grasp the characteristics of the mobile internet era and fully utilize various innovative marketing methods, they can better convey their unique cultural stories and distinct image, thereby attracting tourists' attention and interest.

Storytelling marketing is a highly attractive approach. Every scenic area has its unique history, culture, and natural landscape. Weaving these elements into captivating stories can create an emotional resonance with tourists. For example, a scenic area centered around an ancient castle can tell the legendary story of the castle's owner and the vicissitudes it has experienced throughout history; a scenic area featuring a beautiful lake can tell the story of the lake's formation and related myths and legends.

The dissemination power of internet KOLs (Key Opinion Leaders) should not be underestimated. These individuals with a large number of fans and influence on social media can quickly disseminate information about the scenic area to a wide audience. Scenic areas can invite travel bloggers, photography enthusiasts, food critics, etc., KOLs to experience the area and share their authentic experiences and wonderful photos and videos through their social media accounts, thereby attracting more potential tourists.

Word-of-mouth marketing continues to hold an important position in tourism marketing. Tourists' personal experiences and word-of-mouth recommendations are often more persuasive than any advertisement. Scenic areas can inspire tourists to actively promote the area by providing high-quality services and unique experiences. For example, providing personalized services for tourists, allowing them to have an unforgettable time in the scenic area, and then encouraging them to share their experiences on social media, with certain rewards or discounts.

Scenario-based marketing allows tourists to more intuitively feel the charm of the scenic area. Through virtual reality and live streaming technologies, it creates immersive experiences for tourists. For example, live streaming during large-scale events in the scenic area allows tourists who cannot be present to feel the lively atmosphere of the event; or using virtual reality technology to allow tourists to experience the beautiful scenery and characteristic projects of the scenic area from home in advance. These innovative marketing and promotion methods can help scenic areas stand out from numerous competitors and attract more tourists' attention. At the same time, scenic areas also need to continuously monitor market dynamics and changes in tourist needs, and adjust their marketing strategies in a timely manner to maintain their attractiveness and competitiveness.

For example, a famous coastal scenic area, during its promotion, invited a well-known travel blogger to experience it and produced a series of exquisite videos showcasing the sunrise and sunset by the sea, abundant water activities, and delicious seafood. These videos were widely circulated on social media, attracting a large number of tourists and significantly increasing the number of tourists during the peak season.

Scenic areas should actively embrace new media, adopt diverse and innovative marketing methods, showcase their charm to more tourists, and thus secure a place in the fierce market competition.

Detail Five: Effective Operation and Management

In the operation of tourist attractions, excellent operation and management are like the precise gears of a machine, with the smooth operation of each link affecting the overall quality and revenue of the scenic area. This not only requires an in-depth understanding of market demand but also reasonable business layout, rich cultural connotations, and an ultimate service philosophy.

In-depth understanding of market demand is the foundation of operation and management. Through market research, data analysis, and tourist feedback, scenic area managers can accurately grasp tourists' preferences, consumption habits, and changing needs. For example, understanding the rapid growth of the parent-child tourism market in recent years, scenic areas can develop parent-child recreational facilities, parent-child themed activities, and parent-child restaurants to meet the needs of family tourists.

A reasonable business layout is an important factor in improving the operational efficiency and tourist experience of a scenic area. Different businesses should be reasonably distributed within the scenic area, complementing each other to form an organic whole. For example, setting up commercial streets at the entrance of the scenic area to provide catering and shopping services; setting up rest areas and viewing platforms around the core attractions; setting up accommodation and entertainment facilities deep in the scenic area to guide tourists to explore the scenic area in depth.

Rich cultural connotations are the soul of a scenic area. Integrating local history, culture, and folk customs into every corner of the scenic area allows tourists to feel the profound cultural heritage while appreciating the beautiful scenery. For example, through cultural festivals, showcasing traditional handicrafts, and telling folk stories, culture comes alive and becomes the unique charm of the scenic area. The ultimate service philosophy is reflected in every detail. From the moment tourists enter the scenic area to the entire process of leaving, they should feel thoughtful and considerate service. For example, setting up clear signs and guide maps in the scenic area to facilitate tourists' visits; providing free drinking water and charging facilities; providing barrier-free services for special tourists, etc.

In addition, scenic areas can also improve their competitiveness and profitability through outsourcing, leveraging the experience and resources of professional tourism service companies. These professional companies usually have rich industry experience, advanced management concepts, and extensive market channels, and can provide comprehensive support and services to scenic areas. For example, a mountain scenic area, due to its limited operational management capabilities, had unsatisfactory tourist numbers and revenue. Later, the scenic area cooperated with a professional tourism service company, replanned and repositioned the scenic area, optimized the business layout, strengthened marketing and promotion, and improved service quality. After a period of effort, the number of tourists in the scenic area increased significantly, and the economic benefits were significantly improved.

Effective operation and management is a comprehensive task that requires scenic area managers to have keen market insight, innovative thinking, and meticulous management capabilities. Only by continuously optimizing and improving operation and management can scenic areas remain undefeated in fierce market competition and achieve sustainable development.

To win in the details of tourism scenic area operation, it is necessary to work hard in multiple aspects such as positioning, service, projects, marketing, and operation. Each link is like a piece of a jigsaw puzzle; only by perfectly combining them can a beautiful picture be formed. Through these meticulous efforts, scenic areas can not only improve their quality and attractiveness but also stand out in fierce market competition, winning the love and loyalty of tourists. In future development, tourism scenic areas should continuously innovate and improve to adapt to market changes and tourist needs, creating a better tourism experience for tourists.

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