(Xiang Xujie, Political and Legal Affairs Committee of Wulingyuan District) As the source and foundation of the rise of Zhangjiajie tourism, Wulingyuan attracts tourists at home and abroad with its unique aesthetic value of "Zhangjiajie landform" resources and colorful tourism cultural products, leading the historical express train of Zhangjiajie tourism development. After decades of rapid development, it has now reached a new historical turning point. With the rise of Zhangjiajie's reputation, the development of emerging scenic spots such as Tianmen Mountain and the Grand Canyon in Zhangjiajie city has gradually pressed on, surrounded by many troops, and later overtaken the leading position of Wulingyuan's core scenic spot. Tourism in core scenic spots is no longer a situation of "one branch blooming alone" or "one flower blooming alone". In order to do a good job in tourism marketing and publicity in Wulingyuan District under the new normal, efforts should be made from the following three aspects.
1. Making excellent products is the foundation
Excellent Products Are the Foundation
First, we must continuously enrich new connotations of products. Wulingyuan's tourism development has always been based on sightseeing as its main product. The Wulingyuan World Natural Heritage geological landform with "three thousand strange peaks and eight hundred beautiful waters" is characterized by "strange peaks, deep forests, secluded valleys, beautiful water, and mysterious caves". It takes the form of "enlarged bonsai and reduced wonderland" to form the "Zhangjiajie Landform" tourism product. Since this century, tourists in Wulingyuan have worked hard to explore the deep integration of culture and tourism, constantly exploring the ethnic culture, historical culture, and folk culture of Zhangjiajie and Western Hunan, and formed a number of new tourism cultural products such as Charming Xiangxi and Yanyu Zhangjiajie, which further enriched the connotation of tourism products and solved the problem of "looking at the mountains during the day and hugging pillows at night" and "viewing the scenery during the day and watching the screen at night" in Wulingyuan tourism in the past. However, with the development and changes of modern society and cultural values, people's pursuit of tourism has undergone tremendous changes. In the past, tourism has shifted from "looking at the pier and visiting here" to "stop and relax, staying and feeling, and being idle in a daze". It has also shifted from the pursuit of "visual impact" to "spiritual experience", with fun, leisure, curiosity, and good mood as the goals. Therefore, if Wulingyuan tourism products only stop at the satisfaction of "having beautiful natural scenery", they will be swept away by the tide of tourism development of the times. A glass bridge in Zhangjiajie Grand Canyon has excited many people even before it is built. The high-altitude glass plank road in Tianmen Mountain is imitated by many domestic scenic spots. These all illustrate the importance of putting tourists first and constantly enriching product connotation. Wulingyuan should rely on its own conditions and resources to make a big fuss in "food, accommodation, entertainment, leisure, emotion and wonder", that is, in rural vacation leisure products, characteristic cultural products, neighborhood tourism products, novelty experience products, health and fitness products, etc., to form a comprehensive tourism product system that focuses on sightseeing and is supplemented by leisure and vacation experience tourism products.
The second is to work hard to optimize the new product environment. The goal of modern people's travel is to pursue spiritual feelings and require destinations with high quality and environment. It is necessary to create a safe, hygienic and orderly tourist environment in core scenic spots, and create a clean, tidy, distinctive and dynamic leisure environment in urban areas and rural areas. Currently, Wulingyuan District is promoting the transformation of tourism from sightseeing to leisure and vacation experience. A number of rural tourism products and characteristic cultural inns are emerging. The local government adheres to a high starting point and high standards in the construction and development of rural tourism and characteristic inns, and has implemented supporting infrastructure construction such as water, electricity, roads, water supply and drainage, greening, beautification, and lighting.
Third, we must try our best to provide new product experiences. In the construction of new tourism products, we should pay attention to being tourist-oriented and aiming to satisfy tourists' spiritual feelings and spiritual experiences. It is necessary to strengthen tourism service training, introduce advanced tourism service methods, improve the service level of tourism practitioners, and improve the "experience" of tourists. It is necessary to improve service conditions, provide different service options according to the needs of different tourist groups, and improve tourists' "experience". It is necessary to comprehensively improve the service environment so that tourists can forget their worries and troubles when they come to Wulingyuan, find solace for the soul, search for the nostalgia of memories, and enhance the "reputation" of the tourism brand. By improving the "three degrees", we can establish a good image of the destination, let tourists spread the word of mouth in their "circle of friends", form a good word-of-mouth effect, and make tourists the best "propaganda" for Wulingyuan tourism.
2. Innovative methods are fundamental
Innovative Methods Are Fundamental
First, we must improve the old methods. Wulingyuan's unremitting tourism marketing and publicity ideas, publicity methods, and publicity methods over the past few decades have played an important role in Wulingyuan's tourism journey of "walking out of the boudoir and going global" and have also achieved good results. It is necessary to adhere to the good publicity concepts that have been formed, and to continuously enrich and improve the traditional marketing measures such as exhibition promotion, policy discounts, invitations and advertising exchanges that have been proven in practice, and to make good use of traditional marketing and publicity methods while incorporating and innovating.
Second, we must innovate new methods. With the development of tourism today, it has entered an era of informationization, networking, "circulation" and socialization. Tourism marketing and publicity should also follow the trend and change according to the trend. Nowadays, various elements in the tourism industry are gathering together. Big data applications, e-commerce platforms, e-commerce networks, and telecom services are replacing the traditional marketing model of "market-travel agency-tourist destination" in the past. A highly concerned new tourism organization model of "point-to-point", "network-to-network" and "circle-to-circle" has been formed and developed rapidly. It is necessary to make full use of new information, new technologies, new media and other techniques, and strive to do a good job in modern new carrier marketing such as Internet marketing, big data application marketing, micro-media marketing, social circle marketing, etc., to achieve innovation in publicity and marketing means, form innovation, and effect innovation.
Third, we must use new techniques. It is necessary to rely on digital and informatization construction achievements such as digital scenic spots and smart tourism to realize the informatization of tourism product image, tourism reception services, tourism quality environment and other publicity. It is necessary to digitize tourism products, tourism services, tourism environment, and tourism resources, with "informatization" as the support, "digitization" as the carrier, and "intelligence" as the goal, and promote the "modernization" of marketing and publicity. It is necessary to use network carriers such as the Internet, the Internet of Video, and the Internet of Things to bring tourism information online and let tourism take advantage of the "Internet Express" of marketing. It is necessary to make full use of modern technologies such as big data and cloud computing, and with the help of "smart tourism" project construction, fully embed modern tourism marketing and publicity content, and give full play to the role of big data, cloud platforms, etc. in tourism marketing and publicity.
3. Unified image is the key
Unified Image Is Key
First, we must unify the main body of propaganda. Before the establishment of the district, Wulingyuan was divided and governed by the "Three Kingdoms and Six Parties". In terms of tourism marketing and promotion, each played its own trumpet and sang its own tune. The publicity subjects were diversified and the publicity content was diversified, forming a situation of "multiple mouths talking about tourism". This is objective history. After the establishment of the city and district, the main bodies of tourism promotion were gradually unified, and it has basically become the consensus of the whole city to play the "Zhangjiajie" brand together. In December 2014, the Zhangjiajie Municipal Committee abolished the original Zhangjiajie National Forest Park Management Office and reorganized the core scenic spots into the Forest Park Management Office in order to unify the management of core scenic spots, unify the image of core scenic spots and promote the reform of the scenic spot tourism management system. The situation of separate management, divide and rule, and multiple operations by the district government was integrated to form the "Zhangjiajie Wulingyuan Scenic Area and National Forest Park Administration", which unified the management entities of the core scenic spots and further strengthened the unified management of the core scenic spots. We should take this opportunity to further unify the main bodies of tourism promotion, image and work in core scenic spots.
Second, we must unify the propaganda caliber. Wulingyuan core scenic spot tourism has created the "Zhangjiajie Tourism" brand. As the "Zhangjiajie Tourism" brand continues to gain popularity and goes global, it has driven the development of tourism in the entire Zhangjiajie city. East- and west-line tourism has been fully promoted. Related emerging scenic spots have developed rapidly and are competing to catch up. The strong development momentum has led to an increasingly serious tourism development crisis in Wulingyuan's core scenic spots. The internationally certified title of "Wulinyuan World Natural Heritage" has caused Wulingyuan's image positioning to hover between "Zhangjiajie" and "Wulinyuan" for many years. In tourism promotions, it is unclear whether it is said to be "Zhangjiajie" or "Wulingyuan". Due to the inconsistent caliber of many propagandas, Chinese and foreign tourists are confused. Where is Wulingyuan? What is the relationship between Wulingyuan and Zhangjiajie? Some tourists think that they have visited all of Zhangjiajie when they arrive in the urban area of Zhangjiajie, or when they arrive at Tianmen Mountain and the Grand Canyon in Zhangjiajie. Originally, we came here for the scenery of the World Natural Heritage "Zhangjiajie Landform", but in the end we only walked around outside the gate of the core scenic spot. Yang Guangrong, Secretary of the Zhangjiajie Municipal Party Committee, based on the actual tourism development of Zhangjiajie, proposed the strategic layout of "one city, one district, staggered development, three stars over the moon, and all-region tourism", which very clearly determined the status of tourism in Wulingyuan District. Therefore, the Wulingyuan tourism promotion caliber must be placed within the big "Zhangjiajie" brand, highlight the core status of Zhangjiajie, and confidently promote the core content of "Wulingyuan, the core of Zhangjiajie" to truly illuminate the identity of the "Moon of Stars".
Third, we must unify the propaganda slogan. Since its opening to the outside world, Wulingyuan District has refined many slogans in its tourism promotion. For example: "Shrunk fairy mountain, enlarged bonsai", "Earth monument", "Natural museum", "Pearl of scenery", "Unique in the cave, world wonder", "Made in heaven", "Scenery is different from Guilin and Yunnan rocks, outside the Five Mountains Huangshan", "Wild and dangerous scenery, beautiful scenery is endless", "The sound is shocking all over the world, overwhelming the five mountains, and the creation is supreme", etc. In recent years, there have been formations such as "Pandora is too far away, Zhangjiajie is very close", "Xianyuan Wulingyuan", "Ink Zhangjiajie, Xianjie Wulingyuan" and so on. The use of these image propaganda slogans in different periods has played a major role in promoting the core scenic spots of Wulingyuan. However, with the continuous enrichment of Wulingyuan tourism products, the continuous improvement of the tourism environment, and the continuous transformation and upgrading of the tourism industry, tourism promotion slogans need to be continuously deepened. The most taboo words for tourism promotion slogans are "chasing three and twilight" and "chasing Qin and twilight Chu". On the basis of unifying the main body of the propaganda and the unified propaganda caliber, it is also necessary to unify the propaganda slogans. Guilin's "Guilin's landscape is the best in the world", Mount Tai's "Five Mountains are the most famous" and other scenic spots are slogans to the end. The same is true for Tianmen Mountain, an emerging scenic spot in Zhangjiajie City. The phrase "Tianmen Mountain - the new legend of Zhangjiajie" has been unswerving and long-term from its development to the present. After more than ten years of development, Tianmen Mountain's tourism popularity now greatly exceeds that of Wulingyuan's core scenic spot. Therefore, Wulingyuan must select a slogan to promote the scenic spot and promote it unswervingly.