How did the Director of Culture and Tourism in the short video become popular?

Short videos have become a very popular way to spread tourism information. Through short videos, people can see more real and comprehensive tourist attractions and culture, thus generating more interest and curiosity about tourist destinations. This article tells about the director of the Tourism Bureau in the short video, I hope it will be helpful to you.

It is obvious that the tourism market is returning to its previous hot state.

The tourism performance during the May Day holiday this year exceeded market expectations. According to data from the Ministry of Culture and Tourism, during the May Day holiday this year, a total of 274 million domestic tourists traveled nationwide, a year-on-year increase of 70.83%, and recovered to 119.09% of the same period in 2019 on a comparable basis; domestic tourism revenue reached 148.056 billion yuan, a year-on-year increase of 128.90%, and recovered to 100.66% of the same period in 2019 on a comparable basis.

In order to "grab tourists", directors of cultural and tourism bureaus in various places have been working hard since the beginning of the year, showing off their unique skills and striving to attract more attention. Many "Internet celebrity" directors have become popular through short videos. But behind the traffic boom, how to convert traffic into "travel volume" may require deeper thinking.

1. National Culture and Tourism Bureau Directors’ “Fancy Roll”

"Internet celebrity" cultural and tourism directors are emerging all over the country, and cross-dressing videos are an important way to get out of the circle. They are creative, content-rich, and regional, showing the unique scenery of various places through the lens.

For example, Su Yankun, deputy director of the Culture and Tourism Bureau of Suyu District, Suqian City, Jiangsu Province, wrote and directed the film himself, dressed up as Zhizunbao to represent his hometown, and reproduced the scene of meeting Zixia Fairy in the movie "A Chinese Odyssey". The hand-holding action made netizens excited. However, because the image is not very close to the original, netizens joked that "Director Su has a kind of beauty of chili peppers", "Wukong is a little sloppy, Zixia bought a standing ticket and left overnight"...

However, in addition to making fun of it, netizens still hope that Director Su can adapt to local conditions and shoot a video with Suqian characteristics, such as Xiang Yu and Yu Ji. Suqian is the hometown of Xiang Yu, the King of Western Chu, who is the most well-known historical figure in the area and has great representative significance.

Du Bo, director of the Culture and Tourism Bureau of Tahe County, Heilongjiang Province, is a representative of adapting to local conditions. To commemorate the 70th anniversary of the Oroqen people moving down the mountain and settling down, she wore a long skirt in minus 20 degrees Celsius and walked in the birch forest to interpret the "Master of the Forest" to show the beautiful winter scenery of Tahe County and the traditional costumes of the Oroqen people, showcase the beauty of the ice and snow world of the Northeast, and convey the simple and pure life attitude of the local people.

Compared with Director Su's simple attempt to take advantage of the hot topics, Du Bo has already used short videos as a window for long-term publicity. At present, her Douyin account @杜波(傻嘟嘟) has gained 680,000 followers. Among the 242 works that have been published, there are three collections, "Eat and Live in Heilongjiang", "Travel in Heilongjiang", and "Dudu Talks about Xing'an", which attract users' attention from the perspectives of food, drink, entertainment, history and culture.

Another person who also uses short videos as a promotional channel is Jiangze Doji, director of the Culture, Radio, Film and Tourism Bureau of Daofu County, Ganzi Prefecture, Sichuan Province. In the first episode of the collection "WhoAmI", he made a stunning opening with a self-narration in English, and then changed into different identities, leading netizens through time and space to experience Daofu County's Moshi Park, Daofu dwellings, Yuke grassland, Yala Snow Mountain and other unique tourist attractions, and feel the beauty of Daofu's natural scenery and cultural landscape.

His video style can be described by words like "texture", "high-end" and "unique". In the video about Moshi Park, several aerial shots show the unique landforms of Moshi Park, and he shuttles through the park wearing an astronaut's costume, cleverly turning Moshi Park into a photo-taking sanctuary.

Netizens commented that his video is "too advanced compared to other cultural tourism promotional videos", "highly artistic, about as high as three or four floors", "combines Chinese and Western cultures, integrates ethnic groups, suitable for all ages, as if you see a peaceful and prosperous era in the video; expand the scope of knowledge, increase popularity, and let 'Ganzi Daofu' resound throughout the country and even the world"...

It is worth mentioning that he will also keep up with the hot spots of short videos to further attract more traffic. For example, when cross-dressing became popular, a camera turned him from indoors to Yuke Huanxitang, and a western cowboy instantly appeared. Because of his outstanding acting skills, netizens lamented that "the sharp eyes, showing the wildness of men, galloping on horses, are the childhood heroic dreams of many male compatriots."

However, among the many cultural and tourism bureau directors, the most popular one is Xie Wei, director of the Cultural and Tourism Bureau of Suizhou, Hubei. Because he is so distinctive, his name always appears in the comment section under the videos of directors of cultural and tourism bureaus. He is dressed in a white robe, dancing with swords, playing chess, and drinking under the ginkgo tree, but because of his "sloppy" hair accessories and slightly fat body, netizens complained that he was "eye-catching", "incompatible with the image", and "awkward makeup and hair".

Of course, netizens also gave pertinent suggestions based on his image, "Change the Hanfu into armor! The elegant scholarly air can't be held, but our iron-blooded heart can conquer the mountains and rivers!", "The director's appearance is not ugly, I personally feel that he is more suitable for the style of a drunkard. This one is too serious and really not suitable."

In response to this, he said, "As long as everyone finds it interesting and knows Suizhou, it doesn't matter if I make a fool of myself. What everyone points out is indeed the areas where we did not do well enough, so I gladly accept it." He also expressed his hope to visit Liu Hong, the director of the Culture and Tourism Bureau of Ganzi, Sichuan, who is "extremely handsome".

At present, @Ganzi Culture and Tourism Liu Hong has 2.57 million followers on Douyin. The video collection "100 check-in spots in Ganzi Prefecture" has been updated to episode 41, with 860 million views. The collection "Ganzi section of the Long March National Cultural Park" has been updated to episode 17, with 330 million views. This shows the influence of these "Internet celebrity" directors.

2. Why did the “Internet celebrity director” become popular?

Nowadays, people's demand for diversified consumption is growing. In addition to mature and crowded scenic spots, many niche and distinctive areas are also becoming popular, which provides motivation for directors of cultural and tourism bureaus to vigorously promote the cultural and tourism resources of their hometowns.

We observe that most of these "out-of-the-box" web celebrities come from places that are not so well-known but have very rich historical and cultural resources. The profound historical heritage and unique local conditions and customs bring a sense of freshness to users, which is the first step to attract user interest.

Compared with travel bloggers, the directors of the Culture and Tourism Bureau are obviously more familiar with local attractions, and their identities also represent professionalism and authority. The public naturally has a higher degree of trust in them. At the same time, the identity of the director is also an innovation in the form of local image spokesperson, which also enhances the communication effect.

For example, there are many topics related to the director of the cultural tourism department on Douyin. "The director of the cultural tourism department talks about cultural tourism" has been played 310 million times, "The directors of the cultural tourism department are rolling up" has been played 640 million times, and "The director of the cultural tourism department on Douyin" has been played 220 million times. In addition, there are many related topics such as "The director of the cultural tourism department is rolling up" and "The director of the cultural tourism department changes clothes".

The reason why the directors of the Cultural and Tourism Bureau can frequently "go viral" and repeatedly appear on the hot searches is also related to hitting the user's interest points. For example, topics such as "The Director of the Cultural and Tourism Bureau wore a long skirt to endorse his hometown in minus 20 degrees" and "The Director of the Cultural and Tourism Bureau of Sichuan rolled up" have caused heated discussions.

Moreover, the content produced by the director of the Culture and Tourism Bureau is all related to tourism, which is also an area of ​​concern to users. The scene-based video images are more likely to give users an immersive sense of substitution. In the videos of these "out-of-the-circle" web celebrity directors, many of them are dressed in ancient, national, and ethnic styles, and the backgrounds are all natural environments of mountains, rivers, and humanities, giving users a sense of immersion.

For example, He Jiaolong became an instant hit for wearing a red robe and riding a horse; Du Bo became a hot topic for wearing Oroqen clothing in Heilongjiang Province at -20℃... It can be seen that these directors have put some thought into it. Although they are not professionals, the creation of pictures, planning of content and presentation methods are more in line with current communication laws.

It is worth mentioning that these directors have some special qualities. Take Liu Hong as an example. As a Kangba man, his most outstanding feature is his good looks. Even without the blessing of the identity of the director of the Culture and Tourism Bureau, he is likely to gain a group of fans. Although Xie Wei, the director of the Culture and Tourism Bureau of Suizhou, Hubei, does not have outstanding looks, he attracted many netizens with the strong contrast before and after the cross-dressing, and his humbly accepting suggestions has won countless fans.

3. Behind the popularity of the platform, what is the value of the traffic revenue?

Today, the cultural and tourism industry is in a stage of recovery and boost. Although the tourism market is large, the total number of tourists is relatively limited. The directors are competing fiercely, which shows that competition among domestic tourist destinations is becoming increasingly fierce.

The personal involvement of the Director of the Culture and Tourism Bureau has indeed brought tangible benefits. After Xinjiang's He Jiaolong became popular, local live broadcast sales of agricultural assistance reached 140 million yuan a year later, creating direct employment for 2,830 people.

Ganzi, where the "Internet celebrity director" Liu Hong is located, received a total of 456,600 tourists during the Spring Festival holiday and realized a comprehensive tourism revenue of 502.24 million yuan, an increase of 106.33% and 107.42% respectively over the same period last year.

Since February this year, the search popularity of related tourist destinations endorsed by several "out-of-the-box" cultural and tourism directors has increased to varying degrees. Among them, the search popularity of Dehong in Yunnan increased by 83.36% year-on-year and 6.88% month-on-month. The search popularity of Tacheng in Xinjiang increased by 18.5% year-on-year and 39.09% month-on-month. Travel orders in some places have also increased significantly compared with the same period in 2019.

However, the "personal endorsement" by the Director of the Tourism Bureau may bring temporary traffic and prosperity, but if the local tourism development wants to be "long-term", internal hard work is the long-term solution. The development of a tourist destination is a systematic process. Promotion plays an important role, but basic service facilities must also be improved. The real experience of tourists is the driving force for sustainable development.

Moreover, the endorsement of the Director of Culture and Tourism should also focus on the deeper connotation. Most of the works we have seen so far are mainly based on role-playing, in the form of traditional cultural propaganda, and in the form of personal image display to promote the spread of local image. However, the better direction in the future should be that the Director of Culture and Tourism can promote and convey the cultural characteristics of the city in a more pragmatic, detailed and profound way.

Author: Aries

Source: WeChat public account "TopKlout (ID: TopKlout)"