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Tibetan boy Tashi Dingzhen (hereinafter Ding Zhen) never expected a videographer to record a video of less than 10 seconds on the Internet while walking on the road. As a result, it became the “top stream” on the Internet.
On November 25, Ding Zhen’s promotional film “The World of Ding Zhen” was officially released for his hometown of Litang County, Ganzi Prefecture, Sichuan Province. However, the unexpected thing was that many netizens thought that Ding Zhen’s family was in Tibet and left a message saying, “I want to go to Tibet after reading it.” Seeing that their client source was about to be “robbed” by Tibet, the Sichuan Daily, Sichuan Publishing, and other official media hastily said, “Ding Zhen’s home is in Sichuan.” Interestingly, the official Tibetan media addressed the issue of “Lhasa, where Ding Zhen wants to go more”. With this wave of enthusiasm, the official media of culture and tourism in many provinces and cities across the country have joined the battle of “hoarding.”
Source of screenshots from “Ding Zhen World”: Litang Ding Zhen’s Weibo
Ding Zhen brought the hot hometown of Litang, popularity increased by 620%
It is understood that “The World of Dingzhen” is Ganzi’s first cultural tourism promotional film filmed in Ganzi Prefecture with Kangba Dingzhen’s teenager as the first lead. In the video, Ding Zhen walks at the foot of the snow-capped mountains, runs across the plateau meadow, and holds the white horse that was “on camera” for the first time, leisurely strolling in the pure landscape of Litang. Ding Zhen said in the video: “My home is in Litang County, Ganzi Prefecture, Sichuan, and I live at the foot of Gniex Snow Mountain.” “I want to stay in Litang. I love my hometown. I hope everyone can come to my hometown, Ganzi.” . “
Once the video was released, along with the “catch” interaction on social media by cultural, tourist and official media across the country, it attracted many netizens to watch and discuss it. Some netizens said with a smile that “the travel plan is fixed”, and some netizens said: “There is no loser in this wave of tourism marketing.”
@ 斯莱特林 的 小 太阳: After seeing the video of Ding Zhen promoting his hometown, I only have one thought, touch the pearls and I also want to travel to Litang.
@ 我 才是 Sophia Snow Sakura Flow Purple: It’s so beautiful! The travel plan is arranged.
@ 江宁 bot: Traffic, good use, is positive energy.
@ 河岸 星斗: Tibet has the joy of lying down and winning.
It is worth mentioning that the Sichuan Province Ganzi Prefectural Government Press Office also previously announced that from November 15, 2020 to February 1, 2021, 67 A-level scenic spots in the Prefecture of Ganzi will implement a no-ticket policy for most visitors; From November 15 to March 31 of the following year, half price for hotels in Quanzhou; From November 15 to March 24 of the following year, a 10% discount on air tickets to and from Kangding Airport on Sichuan Airlines flights and 30% on air tickets to and from Daocheng Yading Airport Up to 60 % discount on air tickets to and from Gesar Airport.
Driven by traffic and preferential policies, the popularity of Litang tourism has also increased rapidly. According to Qunar.com, as of November 25, the number of hotel reservations in Ganzi Tibetan Autonomous Prefecture on the platform increased by 89% compared to the same period last year. Among them, November 17 became the first growth peak, hotel bookings for that day increased 111% over the same period last year and increased 15% over the previous day. In the following week, daily local hotel reservations in Ganzi more than doubled from the previous year. As for airline tickets, since November 16, the number of orders destined for Kangding Airport and Yading Airport in Ganzi increased by almost 20% year-on-year. Among them, the number of reservations for a single day on November 17 increased by 90% compared to the same period last year. Bookings for November 21, 23 and 25 also increased more than 50% year-on-year.
Ctrip data shows that in the last week of November, “Litang” search volume increased 620%, four times that of National Day. In addition to tourists from Sichuan province, tourists from Guangdong, Shandong, Yunnan, Jiangsu, Beijing, Chongqing, Hunan, and Henan are the most popular in Litang. Ctrip hopes that Litang will become a dark destination for New Years travel.
Expert: Local tourism support services should keep up to date
Ding Zhen’s high popularity has attracted the attention of Litang Cultural Tourism and Sports Investment Development Co., Ltd. (hereinafter Litang Tourism Investment) in Ganzi Prefecture, Sichuan Province. The company signed an employment contract with him with a monthly salary of 3,500 yuan. The contract shows that Ding Zhen needs to use his influence to promote Litang tourism.
According to the National Business Credit Information Advertising System, the Litang County Cultural Tourism Sports Investment Development Co., Ltd. was established on June 30, 2014, with a registered capital of 2 million yuan, and the legal representative is Du Dongdong. At the same time, he is also the current president and CEO of the company. The company’s business scope includes business services, stage space management, stage space management, travel agency management services, film and television agency services, film and television program production, etc.
From a capital structure perspective, the Litang County State Asset Operations and Investment Management Group Co., Ltd. is the actual controller of Litang Tourism Investment. According to information from Tianyan Check, Litang Tourism Investment also invested abroad in Litang County Kangzang Window Travel Agency, Litang County Gaocheng Cultural Media, Litang County Cangling Yongze Cultural Media, investment in the cultural industry of Litang Namusa and Litang County. Cangyang Road Hotel manages a total of 5 subsidiaries. Among them, Litang County Cangyang Road Hotel Management Co., Ltd. is a new company registered on October 26 this year, and Litang Travel Investment owns 40% of the shares.
Litang Travel Investment capital structure source: Tianyancha
How will Ding Zhen organize his work after signing with Litang Travel Investment? Du Dongdong, general manager of Litang Cultural Tourism Company, said in a recent media interview: “He has a lot of work to do. On the one hand, he is a tourism ambassador for Litang. He shoots videos, works as a tour guide, promotes tourism, etc. Here we have 9 In a miniature museum, including Cangyang Gyatso Museum, you will participate in the work of tour guides and publicity. In addition, as a formal employee of the company, you must also do all the things that employees are required to do. Employees they must be trained after joining the company. Accept it too. The work we currently organize for him is learning office software, learning how to publish Weibo, send WeChat, and learn about tourism and culture. “
Zhou Mingqi, the founder of Jingjian Think Tank, said in an interview with Sino-Singaporean client Jingwei that the popularity of the Tibetan boy Ding Zhen is precisely due to the shortage of typical characters in the tourism market. “In recent years, you have seen many travel celebrities and bloggers under the filter. The public has been aesthetically tired for a long time. Suddenly, a black-skinned and black-skinned boy under a high mountain and a blue sky appeared with clear eyes, revealing a rough and primitive beauty, and awakened people Yearning for nature. “
According to Zhou Mingqi, the essence of tourism lies in exploring and experiencing different cultures and landscapes. “Now that overseas travel has not resumed, everyone is turning to Tibet, Xinjiang, Gansu, Sichuan and other places with distinctive local cultures. However, due to climate change, the tourism industry throughout the Northwest region it has entered the low season after National Day, and the number of tourists is very small. The popularity of Ding Zhen has drawn everyone’s attention to the western region. “
“After being signed by a state-owned company, Ding Zhen’s job content still requires a professional team that is responsible for operational planning. Although Ding Zhen’s image and identity characteristics have unique advantages to drive reduction of the poverty of local tourism, it should be noted that the local tourism department is packaging the image of tourism ambassador At the same time, it is necessary to transform the software and hardware of local tourist attractions to improve the quality of service, “said Zhou Mingqi.
