Brief Discussion on the Problem of Tourism Product Packaging (2)

3 Tourism product packaging should grasp several issues

Tourism product packaging is different from general product packaging. It is packaged through the naming of tourist products, the atmosphere, the excavation of history and folk culture, allusions and the application of modern scientific and technological means. In the packaging of tourism products, attention should be paid to the following issues:

311 Unity of Content and Form, Contextually Dependent

In the packaging of tourism products, it is necessary to unify the forms and contents according to the characteristics of the tourism products themselves. For example, in some newly developed tourism products, the tourism products need to be named. Appropriate names are crucial. For example, there is a peak in the scenic area of ​​Jilin, Jilin named Laoye Ling. Its name is too popular. The mountain's peaks are characteristic. On the peaks there are many pairs of trees that are twisted together and are tall and tall. Each pair of trees has different postures. It seems that the couple walks in the bright moonlight. Holding hands, some embracing each other, and some like a girl shyly head down. For such a mountain should be named "couple peak." This achieves the unity of content and form, and the integration of sentiment and scenery, giving visitors a feeling of being a worthwhile person.

The naming and content of some other tourism products are separated from each other, and the situation is incompatible with the situation. This will cause great contrasts among tourists and disappoint visitors, and negative influence will spread widely. For example, Sun Island in Harbin has a great reputation. In particular, the singer Zheng Xuyi’s “Sun Island” song sang all over the river in the early 1980s, attracting countless tourists to visit here. In the time, most of the newspapers and magazines saw articles criticizing and accusing Sun Island of tourist attractions. Most of the articles complained that Sun Island was too disappointing. This kind of rendering of tourism products, because of the separation of content and form, and the connection between sentiment and landscape, will cause the reputation of the tourism product to be discredited with the expansion of the scope of publicity.

312 outstanding personality, so that only me

Outstanding personality is the soul of travel product packaging. The value of tourism products lies in their uniqueness. The attractiveness of a distinctive tourism product in the market is self-evident. The operators of tourism should be good at discovering the personality of tourism products and making a fuss about the personality of the products. Loss of personalized packaging is equal to no packaging. For example, when we inspected the scenic area of ​​Qingling Mountain in Jilin Province, we found that springs flowing down from the depths of the forest formed a large spring pool at the foot of the mountain. The springs were clear and sweet, surrounded by trees, and the scenery was beautiful and tranquil. The operator named it Butterfly Spring. However, after the author's inspection, he thought it was wrong to call it Butterfly Spring here. First of all, there are no allusions to butterflies, no colorful butterflies flying around the pool, and the name Butterfly Spring is unfounded;

The second is that Butterfly Spring is a famous scenic spot in Dali, Yunnan. If you name this place as a butterfly spring, tourists who have been to Dali will feel a sense of insanity. And it's confusing. In this context, the name of Butterfly Spring is really worthless and does not help, and it kills the characteristics of the scenic spot itself. This spring is indeed a natural mountain spring, which has higher value. It is more appropriate to directly name it as Qingling Mountain Spring. However, this spring was changed to Qingling Mountain Spring under the author's suggestion to achieve better tourism results.

313 Respect Nature, Be Above Nature

Folk customs is an intangible tourism product. Its characteristic is that it has strong differences. For example, folk customs between regions and ethnic groups are quite different. It is because of this difference that it attracts tourists to purchase it as a commodity and go out of the house.

With the strengthening of people’s communication awareness, the aspirations of local people and other peoples in other regions are more intense, and they are used as a way to broaden their horizons and increase their knowledge. Therefore, people nowadays are more interested in folk customs besides taking a scenic tour. Operators of the tourism industry are also aware of this and have begun to carry out folk tourism projects. However, at this stage, there are still many problems in folklore tourism. It is to pay attention only to its originality and not to pay attention to the labor service of products—namely packaging. In fact, tourism resources that do not have artificial labor cannot become tourism products, so they cannot be used to add value. For example, in the middle section of the highway between Jilin and Luohe, there is a well-known Qingling live fish street. This street originally had only a few small restaurants for meals with drivers. The water used in these restaurants comes from the mineral waters flowing from the local hills as diet water. They buy live squid from Songhua Lake and store them in the pond behind their restaurant. When the guests come, they get fish from the pond. The squid uses the water in the pool to boil the squid for the guests. It is unique and fresh. Whenever the driver comes here, he must order this dish. In this way, a pass of ten passed, and a hundred spreads spread, and almost all the drivers in the past had to stop and taste the dish of stewed squid here. The business of these families is booming. Afterwards, not only the chauffeurs were dining here, but some of the city’s people also came from afar to taste the fish meal here. Due to the good business here, there are more businessmen who come to the area to open restaurants, thus forming a “lively fish street in Qingling”. In 2002, this street was incorporated into a tourism project in the Qingling Scenic Area. Visitors to the scenic spot should taste the fish meal in this area. However, there are still many shortages in the packaging of tourism products in the "Kingling Live Fish Street." So far, it is still in a relatively primitive state, such as outdoor toilets constructed with only two wooden boards, a hand-washing water for several people, and unhygienic sanitary conditions, which have caused great inconvenience to tourists. In the packaging of folk tourism products, it is necessary to get out of this misunderstanding: It is not more original as possible. Of course, while respecting "originality," we must also meet the basic needs of tourists, such as health needs, safety needs, and convenience needs. In other words, it must be primitive in embodying folk customs, and should be modernized in the service facilities that receive tourists. In the packaging of folk customs and tourism products, we must respect nature and be above nature.

314 Theme is clear, accurate positioning

The packaging of tourism products must first be clear about the subject. The diversity of tourism products determines that tourists have a variety of possible choices. For a tourist destination, there is also the possibility of multiple tourism resources coexisting. The attraction of different tourist resources to different groups of tourists also has the problem of orientation and attraction. Therefore, the theme of tourism in a tourist destination is clearly defined so as to generate a clear orientation and attraction for tourists. Directed attraction will make tourists have a clearer understanding of tourism products. Experiments show that only 12% of people accept a message and act on it. If the theme of the packaging of tourism products is not clear, it is difficult for people to have a sense of identity, and even if 12% of people who take action based on information do not reach it, they will not be able to produce good marketing results. Therefore, in the packaging of tourism products, we must pay attention to the theme. When designing a theme, it either stimulates people's desire for nature, or experiences wonderful life experiences, or curiosity for different styles. The design of the theme should be powerful, attractive, appealing, and inspiring, so that potential tourists can feel a sense of quest after seeing or listening and take actions. The subject of tourism product packaging avoids imitating. Any theme imitated will lose its appeal. For example, “Let the world understand China and let China understand the world” is a very open-minded slogan. It reflects the Chinese people’s open-door policy that they want to go out after the reform and opening up. It is very powerful. However, various provinces and cities have imitated one after another. The slogans “Let the world understand Jilin, let Jilin know the world”, “Let the world understand Dongguan, let Dongguan know the world” have appeared. It feels like it's just a parrot.

The orientation of the packaging theme of tourism products must first be scientifically positioned on the nature and value of local tourism resources, and then on the basis of full understanding of various tourism resources, choose one or several products that are typical and representative to be centralized. Unified brand packaging to achieve clear and attractive results. A good theme can be very attractive as long as you can understand the profound meaning from a few short words. For example, the topics targeted by the United States of Kentucky are:

"Pure Kentucky." The simple word literally embodies the features of Kentucky, giving people who yearn for natural life a desire to see it; and the main theme of the United States is Maine State's extraordinary dust removal. . Let people imagine there is an elegant and refined temperament. In short, when it comes to packaging of tourism products, it must be clear and accurate.

315 Highlight cultural features and make people think

As a material object, tourism landscape accumulates the beauty of folk customs everywhere. People often attach their own customary desires to landscape materials, and they constantly disseminate information on customary desires. Conversely, landscapes without the connotation of these customs are much less. Therefore, when we pack tourist products, we must highlight the cultural features of the tourism products and be intrigued.

The cultural packaging of tourism products should pay attention to its systematicness and scale, and vigorously propagate through various means of communication. Only in this way can an atmosphere be formed and the atmosphere can be strengthened, so that visitors will be infected with this unique cultural atmosphere upon arrival. For example, certain landscape culture, architectural culture, local specialty culture, and commodity culture. These cultures can all show certain regional and ethnic characteristics. Tourists always hope that these various objects of appreciation will be different from what they are used to. For example, specialty ginseng, pilose antler, and urushi grass in the Jilin region are all special products with profound culture. However, cultural packaging has so far been deficient, not systematic enough, and it is not large enough to cope with this tourism resource. A large-scale Jilin specialty plant exhibition hall can be built in the Jilin area, with realistic screens and lights.