从于适到李现，全球旅游局为啥集体 “迷上” 明星代言人？

Core Insights - The focus of destination marketing has shifted from natural resources and hotel quality to leveraging social media influence and celebrity endorsements to attract tourists [1][4][7] Group 1: Celebrity Endorsements - New Zealand Tourism Board appointed actor Li Xian as its tourism ambassador to attract Chinese tourists by showcasing authentic experiences [1][2] - Australia Tourism Board invited actor and singer Yu Shi to participate in content creation, emphasizing the importance of real experiences over traditional advertising [3][4] - The trend of using celebrities as storytellers rather than mere advertisers reflects a deeper understanding of consumer engagement in the tourism sector [4][7] Group 2: Marketing Strategies - The shift from simple advertising to co-creation of content with celebrities aims to resonate with younger audiences who prefer authentic narratives [3][4] - Data-driven approaches are increasingly being adopted by tourism boards to select celebrities whose audience aligns with their target demographics, enhancing the effectiveness of marketing campaigns [6][7] - The competition among tourism destinations is now about who can create compelling stories that connect emotionally with potential travelers [7] Group 3: Challenges and Considerations - The reliance on celebrity endorsements carries risks, as public perception can change rapidly, impacting the effectiveness of marketing efforts [5] - There is a need for a balance between the idealized experiences presented by celebrities and the actual tourist experiences to avoid backlash [5][6] - The integration of data analysis, social media engagement, and visitor experience is crucial for successful destination marketing in the current landscape [5][6]