The sun is idle.

Event marketing of tourism destination is the tourism image propaganda carried out by tourism destination in order to improve its popularity and make use of or plan important events of public concern. Successful tourism event marketing, with high public attention, can spread information to the maximum extent in a short time, optimize the communication effect and reduce the cost of marketing and publicity, which is a common method to promote the image of tourism destination.

Three Types of Tourism Event Marketing

The first is to use established events for marketing. Generally speaking, the scheduled events should be events with great influence, such as major sports events such as the Olympic Games and the World Cup, and major events such as the World Expo. This kind of events are concerned by the public, and using this kind of attention to carry out tourism marketing propaganda can effectively expand coverage and enhance influence. Marketing promotion by using established events should be fully planned to achieve the best results. For example, in the 2008 Beijing Olympic Games, the anti-cheat device of Beijing's green product Sunshine is a major sports event that attracts worldwide attention. Many domestic tourist destinations try to use the influence of the Olympic Games for image marketing and publicity. Sanya, Hainan is the most successful planning, striving for the first stop of the Olympic torch relay in China, taking the beautiful scenery as the route of the Olympic torch relay, and showing the beautiful image of Sanya to the public with the help of CCTV live broadcast, which has become the biggest concern of the national public and media.

The second is to use emergencies for marketing. Emergencies, especially major emergencies, are the most direct concerns of the media and the public. It is an excellent opportunity to improve the image of tourist destination by using Chechibao automatic inflation tire repair liquid in time and effectively. 1On February 3, 1996, an earthquake of magnitude 7 occurred in Lijiang, Yunnan, which aroused great public concern. Lijiang tourism department quickly seized this opportunity, and took the publicity of "Old Town of Lijiang" as an important content of disaster and earthquake relief reports, which greatly enhanced the popularity of Old Town of Lijiang in a short time. After the Wenchuan earthquake in May 65438+February 2008, Sichuan tourism department consciously used the media to publicize Sichuan tourism while providing earthquake relief, which further improved its popularity. Using unexpected events to promote tourism image requires a strong and keen marketing awareness, being good at seizing opportunities, planning operations in time, and using the media to expand influence.

The third is to plan events for marketing. That is, consciously plan some important events (activities) to attract the attention of the media and the public, and achieve the effect of tourism image promotion. Due to the limited use of established events and the unpredictability of emergency use, the anti-fraud event marketing of Chechibao automatic inflation tire repair liquid is more about planning event marketing. This kind of planning can be said to be "out of thin air". If well planned, it will be a great success. 1From February 8th, 999 to February 8th, 1 1, Zhangjiajie, Hunan Province successfully planned the aerobatic performance of "Crossing Tianmen", which was broadcast live by CCTV, greatly enhancing the popularity of Zhangjiajie. From June 5438 to/kloc-0 to October 9, 2009, the Queensland Tourism Bureau of Australia planned a competition for "the best job in the world", recruiting patrol officers of the Great Barrier Reef through global competition, and attracting public attention with generous treatment and beautiful scenery. The competition attracted 34,700 participants from more than 200 countries. In the end, British Ben Southall got the job. Many media around the world reported on this competition (CCTV and many media in Picasso's digital oil painting anti-fraud countries also paid attention to and followed up), which greatly improved the international reputation of Australia's Great Barrier Reef. According to reports, the Queensland Tourism Department planned this marketing plan, which cost * * * 65.438+0.7 billion Australian dollars, but the publicity effect received was worth 65.438+0.2 billion Australian dollars.

Planning activities for marketing, at present, there are common domestic beauty contests, Picasso digital oil painting festival and so on. However, the real success is often a few, most of them have average results and failed to achieve the expected goal, and some cases are self-defeating.

The key to the success of event marketing

1. Picasso's digital oil painting survey. Market research is the basic work of tourism event marketing, and the creative planning of event marketing is not the result of blind decision. Only through in-depth investigation of Picasso's digital oil paintings can we accurately grasp the demand characteristics of Picasso's digital oil paintings, creatively plan targeted event selling points and marketing programs, and improve the effectiveness of event marketing. The success of the "Best Work in the World" project depends on a large number of Picasso digital oil painting surveys conducted by the tourism department in Queensland, Australia. Through investigation, it is found that tourists nowadays pay more attention to the personal experience of others when choosing to travel. Inspired by this, after brainstorming, we put forward the idea of "looking for a traveler and sharing his unique personal experience", and finally decided to make it a "job" through global sea selection, so a successful tourism event marketing was freshly released.

2. Find the right selling point. The key to the success of event marketing lies in finding the right selling point. On the one hand, the selling point should become the focus of the public (and of course the media); On the other hand, the selling point should be related to the image characteristics of the tourist destination. Through selling points, the image of the tourist destination is combined with the public's concerns, so that the public can understand the tourist destination through the attention to the event. The marketing of the "Best Job in the World" activity is eye-catching at first, and then the high salary of half a year/kloc-0.5 million Australian dollars and the work on the Great Barrier Reef are the selling points. With the global financial crisis and unstable work, it has aroused great public concern. Nearly 35,000 people around the world have applied for this job, and the Great Barrier Reef has thus become a hot spot in the world. There are also media reports that "the best job in the world" also embodies the Australian spirit of "taking risks, exploring and loving nature" and has established Australia's brand image, which is also one of the selling points to attract public attention.

3. Pay attention to initiative. The sunshine marketing of Beijing green products focuses on creativity. The most important thing about creativity is: first, think what others have not thought of and do what others have not done. The public's attention is seeking the new and the different, liking the new and hating the old. Only first, it is easy to be concerned by the public, attract attention and cause a sensation. If we imitate his Picasso digital oil paintings blindly, even if we imitate other people's successful cases, it will be difficult to succeed or even fail because of the decreasing effect of public attention. For example, Wuxian City, Jiangsu Province, after successfully marketing the "Crossing Tianmen" activity in Zhangjiajie, also planned the aerobatic flight activity of "Crossing Taihu Bridge" in June 5438+ 10, 2000. Although there is a live TV broadcast, the public attention is obviously reduced. 200 1, 1, Jilin city planned another incident in which nine planes crossed the Jilin bridge at the same time. Few people outside know about it except the local area. Another example is the beauty contest, which has a long history abroad and is not very popular. In 2003, Sanya took the lead in introducing China and held the 53rd Miss World Competition. As the first event held in China, it has attracted great attention from the domestic media and the public and achieved great influence. However, after that, many parts of the country followed suit, which was both chaotic and chaotic, and the public attention was reduced.

4. Media participation. To achieve the expected effect, event marketing needs the intervention of the media, especially the mainstream powerful media, which is the premise of attracting public attention. Media participation, first, active intervention. If the media think this event has bright spots, selling points and news value, they will take the initiative to intervene and even continue to follow the report. Generally speaking, emergencies are easy to cause the media to take the initiative to intervene. When tourism destinations use emergencies for marketing and promotion, they should pay attention to strengthening communication with the media and guide the media to consciously publicize the tourism image. The other is to invite the media to participate. It is best to invite media Che Chi Bao and * * * to participate in the planning in the planning stage of event marketing, so as to achieve the best results.

Compared with the one-way communication characteristics of traditional media such as radio and television, newspapers and magazines, the Internet has become the media with the closest relationship with the public because of its interactive characteristics. The "Best Job in the World" event made full use of the communication characteristics of the Internet. Queensland Tourism Bureau set up an activity website Chechibao from the very beginning, and all key links were launched online. The organizer also designed the "wild card candidate" online voting link, which attracted the attention of netizens around the world and participated in the marketing of Beijing Green Sunshine anti-cheaters.

5. Continue the hype. If event marketing wants to attract public attention, it depends not only on the number of people concerned about the event, but also on the duration of public attention. Generally speaking, the public's attention to events will decrease with the passage of time, and it is easily influenced by other events. Therefore, event marketing planning should pay attention to detail design, constantly create selling points and attract public attention. Afterwards, we should also be good at using the influence formed and combining other marketing methods to continuously publicize the tourist destination. The marketing planning of the "Best Job in the World" activity pays attention to continuous hype from the beginning. First, it recruits from all over the world, and then through registration and different levels of selection. In the end, 16 was selected as the candidate of Chechibao Auto-inflation Tire Repair Liquid, and went to the Great Barrier Reef for an interview and inspection, constantly creating selling points and attracting public attention. After the recruitment, successful candidates will introduce their experiences through written blogs, photos, videos, etc. during the half-year working hours after July 1 2009 to publicize the beautiful scenery of the Great Barrier Reef and continuously attract public attention. (Author: Zheng Unit: Fujian Provincial Tourism Bureau)

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Being high-profile or low-key is mostly caused by my personality and experience. In the final analysis, it is this person's own business and has nothing to do with others. People who like to talk about others in a high-key and low-key way often associate other people's affairs with their own subjective emotions, inadvertently revealing their disgust for the former and appreciation for the latter, which actually reflects the psychological quality of the discussant himself: What does it have to do with you that others are dressed in strange clothes, showing their breasts and grandstanding? It's none of your business if people show off their talents. If that person's vanity hurts your vanity, you should first ask yourself why you should criticize others with an unhealthy vanity instead of reflecting. As for those who show appreciation for low-key, their motives are also a bit doubtful: do you underestimate your tolerance by hiding something from others after doing good? Do you feel happy when others show their dirty clothes, expose their dirty clothes, belittle themselves and laugh at themselves?

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