Datong, this name sounds hardcore.
It was once a well-known "Coal City" and worked hard to mine resources in a place containing "black gold". But who could have imagined that one day it would become so popular due to tourism. The figures shown in the policy document give a reward of up to 1.5 million to the person who shot the video, and a reward of 500,000 to the first Internet celebrity. This situation really makes people feel quite magical. The next generation of coal bosses has already begun to adopt flow thinking to carry out business operations.
It's actually quite good, it's better than selling resources.
Is free for students a pie or a trap?
Students in Beijing, Tianjin, Hebei, Shanxi and Inner Mongolia are free of charge for admission to Yungang Grottoes, Hengshan Mountain and Xuankong Temple.
I looked at it for a long time, and there was a question: Is the time of college students not valued so much? The May Day Golden Week has just passed, and the free ticket mode will only be launched on May 4th. It is obviously to allow you to skip class during school hours and go have fun. How should schools respond to roll calls? How do I pass the counselor's level?
But if I think about it, those who can actually go are probably the male compatriots who find it difficult to sit in the back row of the classroom.
As for the free ticket thing, how many people do you think it can attract? This is not easy to say. But it is like a hook, tickling your heart like that itch - if you don't go, it will be wasted, but if you go, it will feel like you have earned something. This kind of psychological state is really easy to understand.
Special train reward: 450,000, grab the top three
Recruit 400 people at one time, let them stay for one night, and take them to visit two scenic spots rated 4A and above, and the ticket purchase rate must reach more than 50%. The top three will each receive 100,000 yuan.
High-speed rail groups are also available, with more than 200 people, 50,000.
This is not throwing away money, this is robbing people.
It's really cruel if you think about it carefully, like a cultural tourism-style "Fast and Furious". Whoever has fast enough hands, who has long enough legs, and who can rush tourists into the car like herding sheep can get this benefit. The one that comes later? Sorry, the bonus pool is empty. You have to hurry up next time [use the Chinese state period for the period, and make sure the punctuation mark at the end of the sentence is the Chinese state punctuation mark].
It is relatively good that the application will be cashed out within one month, which is very different from some places where the subsidy will be delayed to the point that you forget that you have applied.
Study trip: 400,000, distributed to 8 institutions
Over 1,000 people stayed for more than two nights. The top eight will each receive 50,000.
The word "study" has been spoiled in recent years.
In the past, it was called spring outing or autumn outing. We went to the martyrs cemetery to lay flowers and went to the park to pick up garbage. Nowadays, it is called research, and it requires a project, a report, a uniform vest, and a photographer accompanying the team to take photos and send them to the parent group.
What content exists in Datong that can be studied and explored? Is it the Northern Wei culture with profound heritage, the unique and charming ancient buildings of the Liao and Jin Dynasties, or the geological evolution of coal formation... In fact, such content is quite rich and diverse. However, the most worrying situation is that in the end, the entire study activity evolved into just changing places and continuing to play with mobile phones. The teacher was busy counting people on the side, while the students were focused on taking selfies, and then came back and just submitted an article copied and pasted from Baidu Encyclopedia.
If it is possible to move the classroom to the Yungang Grottoes so that the children can touch those stones that have weathered for thousands of years, smell the scent of pine from Mount Hengshan, and listen to the sound of the wind in the valley below the Hanging Temple, then the 50,000 yuan will be worth it.
1.5 million to buy a popular video
This is the highlight.
The first place will receive 500,000 yuan, the second to fifth place will each receive 100,000 yuan, and the top 100 people will receive money, with the lowest amount being 2,000 yuan.
Calculating the calculation, half a million, how much traffic can be bought on the short video platform? If you put ads directly in the information flow, it might just create a little splash. However, at the moment, the five hundred thousand has become a reward, hanging in front of the cameras of all Internet celebrities.
So, you can see it - women in Hanfu dancing in front of the Yungang Grottoes; creators in the food field making extremely exaggerated chewing sounds while aiming at the shaved noodles; travel vloggers fly over the Hanging Temple with the help of drones, and the soundtrack is the kind of background music exclusive to blockbusters with the "thumping thumping" sound effect.
Likes, plays, and shares have all become cold KPIs.
It's quite ironic that this ancient capital with its rich historical heritage was finally converted into a completion rate? The giant Buddha with a history of thousands of years exists on the screen of a mobile phone, and is actually in the same information flow as videos of cute pets, competing for the user's attention in just a few seconds!
But there is no way, this is the rule of the game in 2023.
If you call it shallow, it will give you traffic.
Actually I'm thinking about a question
So many policies are implemented, people come, money is spent, photos are taken, and then what?
Datong is not just the Yungang Grottoes, nor is it just the Hanging Temple in Hengshan. It has streets and alleys that are not subject to policy provisions, the haggis soup served in the early morning, and the old men and women walking on the ancient city wall in the evening.
The real revival of cultural tourism is not about tricking people, but about making people want to stay.
Even if it's just to stay one more night, drink two more bottles of local beer, and chat with the taxi driver for a few more words.
Those data, specifically the popularity of tourist traffic, the popularity of market consumption, and the popularity of brand attention, are essentially all cold. What is really exciting is that there are people in this city who have found something different from daily life.
Even if it's just a brief illusion, that's fine.
at last
The policy ends at the end of September and the policy ends at the end of October. Students have started school, special trains have stopped running, and Internet celebrities have collected their awards and gone to chase the next hot spot.
Datong will be very cold in winter.
The wind blowing from the Mongolian Plateau passes through the caves called Yungang Grottoes, making a whining sound. At that time, there were no students enjoying free tickets, no teams conducting research activities, and no crowds crowding on the Xuankong Temple plank road to take photos.
But isn’t cultural tourism a matter of alternation between hot and cold?
When it’s hot, you gain popularity, and when it’s cold, you gain reputation.
If those who are engaged in short video shooting work, the content they create is not just focused on traffic, but contains sincerity; if those students who come to study can still clearly recall the spectacular sunset they witnessed on Mount Hengshan in the evening after graduation.
Then the money was not wasted.
above.
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