Chinese official media an article "Follow the trend of the Cultural and Tourism Director 'Internet Red', please stop it", and spills the eyes of the cultural tourism and tourism through the "transformation show" and other places.A pot of cold water.
Xinhua News Agency issued a comment on May 19th that in recent years, some places have relying on the cultural tourism director to become an Internet celebrity, which has led to the development of the industry. However, many places blindly follow the trend to create net reds, and the actual results are not great.
Comments pointed out that tourism is a comprehensive format. It needs to start from multiple perspectives and also requires multi -party efforts. Many cultural and tourism directors have become online celebrities and have not been exchanged for traffic and dividends. After a period of precipitation, the directorIt is difficult to sell as a selling point.The publicity and performances of the Director of the Cultural Tourism of the Internet became self -entertainment.
Some netizens followed that local officials became Internet celebrities. At the beginning, they had gimmicks. After a nest of bees followed, they became farce.Some netizens did not agree with such a view, saying that they were willing to spend the energy to be an online celebrity official, "it is better than sitting in the office to eat empty."
In the online survey launched by the Observer News Community Officer "Fengwen Community" on May 19th, 1073 participants did not encourage and did not support "local cultural tourism directors' transformation 'Internet celebrities', appearing in the photoPromote the hometown "; 139 people do not agree or not oppose; 241 people agree; another 564 people said that the specific situation should be analyzed, mainly to make characteristics.
The rise of the Cultural Tourism Director "Net Red Wind"
Local officials in China and "Internet celebrities" are linked to start from 2020.
At that time, the Chinese tourism industry was seriously impacted by the measures of crown disease. When the people could not travel out of the country, they could only see the short -distance tourism in the country, and a deputy head of Zhaosu County, Yili, Xinjiang,Dragon's short video became popular on the Internet.
In thevideo, He Jiaolong is wearing a red clothes, and Ce Ma Xueyuan said to the camera that he is a "second -rate riding", but it is recommended that everyone try to try Xinjiang's "first -class Tianma".The video quickly became popular on the Internet of China, and the viewing volume exceeded 500 million times. She also became the "Internet Red Girl County Mayor".
/>
After accumulating a large number of fans, He Jiaolong also started selling slow -selling agricultural products through live sales.As of July 2022, she lived more than 200 games, and her personal account sales exceeded 210 million yuan (RMB of RMB, about 40.19 million yuan, the same below).
It was Liu Hong, director of the Cultural and Tourism Bureau of Ganzi Prefecture, Sichuan Province after He Jiaolong.The way he came out was a variable video shot on the ancient tea horse road in 2021.
In the video, Liu Mang, who has the appearance advantage, is the "knight". He is wearing a costume and wearing a bucket, and said to the camera, "Are you willing to go through the rivers and lakes with me, watch the great rivers and mountains of Ganzi?"The playback volume exceeded 180 million times.
Liu Hong hit the iron while it was hot, and continuously uploaded videos of Ganzi scenic spots on the short video platform, which attracted a lot of attention.According to the Sichuan West China Metropolis Daily, after Liu Hong became popular, the number of tourists in Ganzi Tibetan Autonomous Prefecture exceeded 34 million in 2021, a record high.
After the new "Internet celebrity" He Jiaolong and Liu Hong pioneered the new model of local tourism endorsements, more director of the cultural tourism followed the trend in 2022, becoming a tourist spokesperson in the local area.
In October last year, Xie Wei, the director of Cultural Tourism in Suizhou City, Hubei, to promote local tourism and imitate Nie Yinniang to shoot costume videos, because the appearance is too ugly and unexpectedly became popular.Although the response was different, Xie Wei was also ironic that "there is no need to force the face value", the video made Suizhou a fire.In the Spring Festival this year, the number of tourists in Suizhou increased by more than 30 % year -on -year.
However, Surging News also pointed out that the increase in tourists in Suizhou has a certain relationship with China's cancellation of epidemic prevention restrictions at the end of 2022. It is still to be observed to how much video traffic can be transformed into tourists.
Cultural and Tourism Director In order to publicize it, it is more and more rolled
Although the actual effect of driving tourism is still unknown, this trend has not meant to stop. In order to make local tourism fires out of fire, the local cultural tourism director is increasingly "volume".
Before the May 1st holiday this year, the director of the Cultural and Tourism Bureau in many places worked hard to promote.Among them, the director of the Cultural and Tourism Bureau of Sichuan Daofu County, Duo Zeji, made eighteen martial arts. In the promotional video, he was transformed into the role of astronauts, Emperor Tang Ming, and King Gesar, and introduced the beauty of Daofu County in Chinese and English.Wang Feng, deputy minister of the Propaganda Department of Meishan Municipal Party Committee and director of the Cultural and Guangzhou Travel Bureau of Meishan City, stood on the bamboo raft in the middle of Liujiang Ancient Town.
However, these videos that are trying to make their thoughts have attracted criticism.Some netizens pointed out that these videos are well -made and beautiful, which is different from the original self -timer and self -directed videos."At first glance, I spent a big budget, please make a professional team."
Director of the Director of the Cultural and Tourism Bureau of Heilongjiang Tagao County, the Director of Cultural and Tourism Bureau of Heilongjiang.In February of this year, she was wearing the Olechun Bailu costume and filmed a tourist promotional video at minus 20 degrees.Although the video attracted a lot of attention, most netizens questioned her personal propaganda to occupy a large amount of space. She took a personal photo with public funds and did not highlight the characteristics of the scenic spot. "Just remember the director and did not remember the attractions."
Even the early -popular cultural tourism officials are inevitable.During the sealing city of Yili Prefecture last year, some netizens reported that "it is difficult to eat, it is difficult to seek medical treatment" in the live broadcast room of He Jiaolong, an online celebrity official.EssenceSome netizens have criticized that the live broadcast of the live broadcast looks grounded, but the "official standard" face of inadvertently revealed people is angry.
Some netizens have questioned the actual purpose of some cultural tourism officials to fight for "out of the circle".It is worth mentioning that the first popular officials, in addition to attracting attention on the Internet, have also been promoted in the officialdom.
Surging News reported that after the video of "Ce Ma Xueyuan" became popular, He Jiaolong first was first promoted by the deputy county magistrate to be promoted to the party group and deputy director of the Yili Prefecture Cultural and Tourism Bureau in 2021.In March of this year, she was transferred to the Agricultural and Rural Department of the Xinjiang Autonomous Region and served as the director of the Xinjiang Quality Agricultural Products Products Center.
Liu Hong, director of the Ganzi Cultural and Tourism Bureau, became popular, in October 2021, he was nominated as deputy candidate for the leadership team of the city (state).The Ganzi Cultural and Tourism Bureau, which he led, was also on the list in the same yearThe list of advanced collective commendation objects of Wenyou was also rated as a national national unity and progress demonstration unit this year.
"The Director of the Cultural Tourism was defeated to Zibo"
The director of the Cultural and Tourism Bureau of various places "rolled up", in the sound of applause, the controversy followed.Xinhua News Agency's comments pointed out that in order to catch up with the wave of the director of the "Internet celebrity" cultural tourism, some places give priority to the appearance conditions when setting up the post to the Cultural Tourism Director, rather than professional knowledge, industry understanding, policy theoretical level, etc."This has been deviated and changed."
Qianjiang Evening News commented that the phenomenon of the spokesperson of such cultural tourism officials is essentially a freshness brought by role differences. Officials have broken the traditional cognition of officials in the past, and spawned a popularity of discussions.Become a topic.On the Internet that pursue freshness, such a popularity will definitely disappear.
The article "The Director of the Cultural Tourism" from the media "Tourism" is defeated to Zibo "and pointed out that the aesthetic fatigue brought by the short video users to the" Director's Variety Show "is increasing.In the case of, how to convert online traffic into offline "retention" is unavoidable.
The article pointed out that when Zibo Cultural Tourism Director took the lead in serving tourists who came to eat barbecue, the routine -style cultural tourism director changed the costume show.
Chinese officials, which have always lacked personal personality, made people feel fresh, and such innovation and attempts also achieved some effects.But freshness is a moment, and blindly follows the trend. Only by combining creativity and traffic with cultural characteristics and tourism experience can we continue the vitality of traffic. This is the positive business of cultural tourism officials.
