文旅营销不能总靠跟风 真心服务才有长久口碑

Core Viewpoint - The article discusses the evolving landscape of cultural and tourism marketing in China, highlighting the shift from attention-grabbing tactics by local officials to a more service-oriented approach that emphasizes genuine visitor experience and long-term reputation [1][2][3]. Group 1: Marketing Strategies - Recent cultural tourism marketing efforts have faced criticism for being repetitive and lacking innovation, leading to negative public perception [1]. - Successful marketing relies on creativity and genuine engagement rather than mere imitation of popular trends [1]. - The importance of balancing both visibility and reputation in tourism marketing is emphasized, as mere attention from viral events is insufficient for sustained interest [2]. Group 2: Case Studies and Examples - The example of Chongqing Rongchang, where the government cafeteria opened to the public, illustrates a successful marketing strategy that enhances visitor experience and builds trust [3]. - The phrase "进淄赶烤" exemplifies how certain cities can gain sudden popularity through effective marketing, but sustaining that interest requires ongoing effort and quality service [2][3]. - The article suggests that successful tourism marketing should focus on both attracting visitors and improving internal service quality to foster long-term positive reputation [3].