Recently, due to the huge difference between the “buyer show” and the “seller show” in the check-in, the topic “I don’t believe in Xiaohongshu anymore” rushed into hot searches on Weibo.After Xiaohongshu apologized for the “filter spots”, although many related bloggers claimed that there was no marketing and no excessive filtering, the heated discussion and widespread resonance caused by this incident suffice to explain: similar incidents are not uncommon. , The public’s bitter spots have been “deceived” for a long time.
The wisteria promenade, known as “a must-see in this life”, is full of inferior plastic fake flowers; the so-called “lavender flowers comparable to Provence” are just small sparse potted plants; the photo shows the “sky” “Mirrors” are actually a few spliced mirrors, and the surrounding environment is messy. Only last year, Chongqing Carnival Paradise Tourism Co., Ltd. and Hunan Chenzhou Shunxi Valley Eco-tourism Development Co., Ltd. were responsible for Longquan Valley’s The false propaganda of the “Mirror of the Sky” in Wudi Water Source Scenic Area was fined 50,000 yuan and 120,000 yuan… No wonder some netizens ridiculed that “it can’t be said to be exactly the same, it can be said to be irrelevant.”
So outrageous but so common, why is there such a strange phenomenon? In recent years, with the rapid development of Internet technology, social software, official accounts, etc. have become important ways for people to obtain information. Compared with the offline propaganda model, the speed and breadth of the Internet can attract huge traffic and attention, which can double the result with half the effort. Therefore, many scenic spots are keen to use Internet channels for publicity, hoping to become “net celebrity” scenic spots, as a marketing method that conforms to consumer trends, this is understandable. But unfortunately, some scenic spots have gone off this road. They are too eager for quick success and quick gains. They don’t think about steadily practicing “internal strength”, relying on solid quality and service “circle fans”, and only want to rely on the thick filter. The photo even went out of the circle.
These “extremely beautiful” “photo tricks” may indeed bring temporary heat and traffic, allowing scenic spots and marketers to obtain a short-term “win-win”. But water can carry a boat, and it can also overturn the boat. It’s a good time to get out of the circle by “photo-cheat”. When tourists really follow the “photo-cheat”, how can they use the “three-hundred-layer filter” to blind the tourists’ eyes , How can you replace real scenes with fake photos? When the bubble of false propaganda was burst, the tourists who were full of joy and anticipating their beautiful encounters only felt disappointment and anger. Such a huge gap can also trigger heated discussions with the speed and breadth of the Internet. Moreover, everyone is Since the media era, a live broadcast is enough to make these deviated scenic spots show their true shape. Amidst the constant spit and condemnation, the scenic spot will only be “spoofed” in the end. From a more macro perspective, such scenic spots that do not take tourists seriously and only seek to make quick money will destroy not only their own reputation, but also impact the healthy development of the domestic tourism market, causing the epidemic to repeat itself. The difficult tourism industry has worsened.
After a hundred years of exhaustion, it will be destroyed once. A “photo trick” may ruin a scenic spot and wipe out all the practitioners’ previous efforts. The tourism industry cannot do a “one-shot deal”. A good reputation is the real “traffic code.” Relying on “photo tricks” is tantamount to drinking poison to quench thirst. In the face of false propaganda such as “photo fraud”, the regulatory authorities should, based on the characteristics of Internet marketing, better play the role of big data supervision, strengthen law enforcement, create a level playing field for the tourism industry, and create a good consumption environment for tourists. Industry associations should supervise, regulate, and restrict practitioners, and platforms should strengthen the control of content, so as to form a regulatory force. Tourists should also be more rational. Don’t set off for the mountains and seas as soon as they see the “net celebrity spots”. They should improve their distinguishing ability, collect information from more channels as much as possible, and piece together a more objective image of the scenic spot. Of course, the most important and basic thing is that the scenic spot itself must abandon the wrong idea of making quick money, be in awe of tourists, take a long-term view, and settle down to explore its own characteristics, improve management levels, optimize service capabilities, and serve tourists. To provide high-quality products and services, don’t wait to regret losing your reputation and trust. Still the same sentence, only by practicing “internal strength” can you go long-term. Although this is a cliché, it is also an unbreakable truth that practitioners in the tourism industry need to keep in mind from time to time.