Rural Internet celebrities | From the view of the scene to the life experience- "rural Internet celebrity" how to better help rural tourism

-Watch from the cargo to the scene to the life experience-

"China Culture News" reporter Zhai Qun

"Rural Internet Red"

How to better help rural tourism

Porching and picking wheat, digging bamboo shoots, fishing, shepherds, riding horses ... These ordinary work in rural areas has attracted thousands of netizens to watch through short videos and live broadcasts of "rural net reds". With a large number of fans, "rural net reds" sells local characteristic agricultural and sideline products, and also introduce Qingshan Xiushui in his hometown. The primitive fresh and fresh and rustic and simple rural life of rural scenery continues to stimulate the common local feelings and pastoral dreams in people's hearts to bring rural tourism.

However, in the face of a large amount of information on daily, consumers' attention is easy to transfer with the emergence of hot Internet celebrities. The user group continues to deconstruct the reconstruction. How to maintain viscosity is a major challenge. At the same time, with the increase in consumption upgrades and personalized needs, my country's rural tourism has changed to tourism, leisure, and vacation composite. From sightseeing tourism transition to vacation -type deep experience tourism, its products have gradually diversified and integrated Develop with personalized direction. Faced with such an external environment, how "rural Internet celebrities" can better play the role of their hometown tourist spokespersons, show the green ecological value and cultural experience value of rural leisure, and effectively realize the simple "selling agricultural products" and "selling landscapes" towards it. More "selling experiences", "selling life" and "selling wind and soil" transformation?

Rural tourism and leisure activities are the contextual experience of rural space and local emotional memory. Through agricultural experience, folk interpretation, idyllic vacation, the unique unique experience from the field to the dining table, from production to life, and from sightseeing to recuperation. Rao Jing, a professor at the School of Humanities and Development of China Agricultural University, believes that "rural Internet celebrities" are rooted in rural culture and come from local local customs. High -quality Internet celebrities are not only responsible for cargo traffic, but also beautiful mountains, gourmet culture, and ethnic groups. The style fuses into their innocent smiley, clear eyes or graceful figure. With the well -made short video hit, Internet celebrities have become the influential spokesperson for rural tourism, and rural tourism resources have been given personality charm and star effects. The integration of rural cultural tourism has also become the first gold signboard of "operating the countryside", which has effectively promoted the realization of the strategic goals of rural revitalization such as industrial prosperity. In the process of organizing and planning to incubate "rural net reds" in various places, it has achieved gratifying results. In the process of further promotion, the modern sense of historical culture, red culture and rural culture in local tourism resources should be fully studied, and the cultural youth should be cultivated. Can be grounded, well -known for locals, and more connotative, present a unique regional charm and reliable tourism product image, and become a tourist destination for netizens' minds. Local counties and villages and villages should also further create a reasonable rural space pattern, industrial structure, production mode and lifestyle, promote the harmonious coexistence of rural people and nature, let more people fall in love with the countryside, and make the beautiful countryside of beautiful villages generate a beautiful economy.

Han Yujun, an associate researcher at the China Tourism Research Institute, believes that the cultivation of "rural Internet celebrities" is the golden key for revitalizing rural tourism. "Rural Internet Red" can follow the traffic dividend brought about by the media marketing era. It not only brings customers the source of rural areas, but also can drive rural agricultural products and other resources to become a best -selling brand through resources. Optimization and upgrading of rural industries.

He believes that the role of "rural Internet celebrities" to promote rural tourism must first strengthen rural talents to attract policy innovation. Through internal digging potential and external attraction, it is necessary to attract art, sports, economy, agriculture and other talents to develop rural entrepreneurship. Expansion channels, not only young people can be Internet celebrities, there are red stories, entrepreneurial stories, good family style and other residents of villages in different ages, different gender and different ethnic groups. Through training, they can be included in the "rural Internet celebrity" training plan. The honorary villager system can also be implemented so that foreign entrepreneurs can enjoy land, housing, taxation and other policies like residents of the village. Secondly, it is necessary to speed up the tourism transformation of living resources and transform life resources into tourism resources, especially the development of non -traditional tourism resources such as buildings, dams, fields, brigades, and farming in rural areas. village life. "Rural Internet celebrities" should pay attention to the creation of scenes and artistic conceptions. Through immersive living performances or experiences, visitors can enjoy the fireworks and beautiful scenery of beautiful villages, thereby "looking for it." Third, find the characteristics and dig in depth. Pay attention to the protection of rural intangible cultural heritage, combine rural characteristics with natural beauty and food to enhance the unique charm of the countryside. Strengthen the creation of characteristic industrial villages such as Hongjun Village, Non -Heritage Village, Summer Village, Public Welfare Village, Bingxue Village, and Sports Village, so that the rural tourism industry has distinctive characteristics and attractiveness. From the perspective of Wang Ying, a professor at the School of Tourism and Urban Planning of Zhejiang University of Technology, the brand building of rural tourism and leisure destinations should be extended to the Internet Red Economic Industry Chain, and online, offline image planning, content packaging, and products are carried out under the unified brand IP Design and Internet celebrity cultivation. From the perspective of emotional expression, the villagers living in the countryside are the most realistic and credible, but they have insufficient awareness of the rural leisure industry, the ability to blend local culture to live broadcast content, self -image design and live broadcast skills. Users who want to retain consumers and attract network terminals need to establish brand awareness, tap culture, innovate content, tell good stories, and express it reasonably in the live broadcast. Behind a live online celebrity, it is also necessary to be responsible for operating talents with content planning and data analysis and grass -roots managers who affect rural tourism development. Through teamwork, tap the core value of rural leisure culture, highlight rural characteristics, dig and repair unique local culture, and shape personality and soul through different theme positioning, cultural refining, and creative implantation; fully consider grasping and watching in a short time in a short time The economic characteristics of the Internet celebrities, focusing on the arrangement of content narrative and the rendering of the atmosphere, giving more communication value and social value, grasping the onlookers emotionally, causing emotional resonance, realizing product realization; fully reflecting the country leisure rural villages Sexuality and locality, express the true feelings with their own life and personal experience, and impress the audience.

She believes that the use of modern information technology and big data analysis tools, accurately capture market information, position consumer demand, quickly match rural cultural tourism resources, maximize the consumer's individual demands to customize their favorite leisure products and services. And through effective feedback to calculate the conversion rate of online traffic to offline passenger flow, this is an area that needs to be continuously explored in precision marketing and supply chain construction.

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