If we say, "Go to the world for a grand banquet and see the beauty of the world", we will retain the emotional experience of tourists. Then, the phrase "I owe you a trip, which is valid for 10 years" has retained the hearts of tourists.
In Luoyang, where Hanfu has set a city on fire, there is always a place worthy of your eternal concern-it must be "Laojun Mountain".
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Fenglin Wonderland Laojun Mountain
Over the past ten years, Laojunshan has continuously invested more than 2 billion yuan in building tourism products. In 2020, the operating income of Laojun Mountain Scenic Area increased from 185 million yuan in 2019 to 310 million yuan; In 2021, the main income of Laojunshan reached 370 million yuan, which continued to increase; Overtaking in Curves to Create Miracles —— A Case of Promotion of Laojunshan in Henan Province in 2020 was rated as an excellent case of domestic tourism promotion in 2020 by the Ministry of Culture and Tourism.
In recent years, Laojun Mountain Scenic Area has actively complied with the new trend of cultural tourism consumption of "subversive creativity, immersive experience, young consumption and mobile communication", constantly inspiring innovative inspiration. Starting from enhancing the tourism experience, it has regularly carried out various activities such as Xianshan Huahai Festival, Shanshui Hanfu Festival, Guanhai Summer Festival, Snow and Rime Festival, and increased the Jinding Light Show, Huahai Ziyun Curtain, Jungle Crossing and Know.
Landscape entry culture into the heart
If Hanfu is a return to tradition and etiquette, then the Hanfu Festival between mountains and rivers is a natural cultural return to Taoism. Nowadays, the "Hanfu" craze is blowing up in Luoyang, which is in full swing.
In May of this year, Laojun Mountain Scenic Area created a state of national style with Fenglin Wonderland, led the cultural return with Hanfu Xiudian, and made every effort to create a traditional cultural festival event-"Fairy Palace Yunshang Guofeng Festival" landscape Hanfu Festival. Let Hanfu walk into the landscape and meet the color of China and the meaning of China; Let the robes enter the mountains and rivers, and build the habitat of the robes in the Central Plains between the peaks and forests and the sea of clouds, which has caused a "landscape Hanfu craze" in the country.
Spring Fairy Mountain Flower Sea Festival, Summer Sea View Summer Festival, Autumn Colorful Autumn Fun Festival, Winter Rime Ice and Snow Festival … Laojunshan brand activities and event marketing continue to keep active in the media and tourism circles.
The marketing fever continues, and the boutique tourism product industry is more suitable for the "younger" consumption trend.
Since 2007, Laojunshan has opened the curtain of in-depth development of scenic spots and instigated tourism transformation and upgrading with key project construction. Over the past decade or so, the continuous investment in Laojunshan has exceeded 2 billion yuan. The scenic spot invited the Planning and Design Institute of Tongji University in Shanghai to compile the Special Plan for Tourism Construction of Laojun Mountain in Henan Province, and determined the construction concept of "giving priority to landscape tourism, excavating historical heritage, planning from a high starting point and developing in a long-term perspective". Laozi Culture Garden has become an important carrier of Laozi culture. The world-class Zhongling Cableway, Yunjing Cableway and Fenglin Cableway go straight into the clouds, and the horizontal plank road on the top of the mountain of more than 10,000 meters extends forward, and the Jinding Taoist temple community is perfectly presented. The key projects such as the visitor center, the hiking trail on the top of the mountain and crossing the clouds bring new experiences to tourists.
At the same time, Laojunshan timely analyzes the external environment, predicts the life cycle of tourism products, and develops tourism products in a forward-looking and timely manner. The completion of new projects, such as glass drifting, Fiyta, Tengyun plank road and treading on thin ice, has increased tourists’ experience and become a new growth point of tourism industrialization in Laojunshan.
Laojunshan, which has captured the innovative password, has continuously launched festivals in the style of fashion and music.
This summer, the Laojunshan Sea View Summer Festival with the theme of "Traveling in Wonderland and Seeing Mountains and Seas" is about to be unveiled. At that time, the unparalleled wonders of the sea of clouds will once again set off a strong tourist wind.
The integration of literature and tourism accelerates the circle
The thick Central Plains culture, Yellow River culture and magnificent landscape always provide new impetus for the integration and development of Henan cultural tourism. The rapid development of short video platform has accelerated the spread of information, and Laojunshan is aiming at this opportunity.
After Laojun Mountain snows in Chu Qing, the white snow and white clouds complement each other, and the golden dome of Laojun Mountain wrapped in silver is like a fairy tale kingdom, attracting more tourists to "go to the world for a surprise banquet and see the beauty of the world". The off-season is not "light", why is Luoyang Laojun Mountain "out of the circle"?
The integration and development of literature, tourism, literature and innovation requires more innovation and innovation. The scenic spot has created a new phenomenon of Laojunshan marketing with traffic conversion, festival marketing and continuous benefit to the people.
In recent years, Laojunshan actively uses Tik Tok, Aauto Quicker, WeChat, Weibo and other new media platforms for product promotion, promotion and marketing. By planning brand-related high-quality and highly disseminated content and online activities, Laojunshan pushes news to tourists widely and accurately, and makes full use of the fan economy to achieve marketing purposes.
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Junshan sea of clouds is like a dream
In 2019, Laojunshan took the lead in marketing platforms such as Tik Tok and Aauto Quicker in the scenic spot, and its comprehensive income increased from 135 million yuan in 2018 to 185 million yuan. In 2020, Laojunshan once again took the lead in creating new media matrix marketing, media matrix, talent matrix and tourist matrix. The annual exposure of Tik Tok, which is located in the "Laojunshan Scenic Area", reached 2.85 billion, and this data reached 100 million when converted into Internet advertisements. In 2021, Tik Tok’s reading volume of "Laojunshan Scenic Area" reached 4 billion. In addition, Laojunshan promotes all-staff Tik Tok marketing, builds its own propaganda matrix, and displays poetry and distance; The short video incentive policy was introduced, and the head tourists were invited to visit Laojun Mountain, and the big online celebrity drove the small online celebrity to produce fission. Up to now, the number of fans of the official Tik Tok of Laojun Mountain has exceeded 1.4 million, and the number of clicks on the address of Laojun Mountain Scenic Area has exceeded 11.5 billion, which is far ahead in the national scenic spot ranking.
As a result, Laojun Mountain Scenic Area has also achieved the following results: "2019 Tik Tok Cultural Tourism Industry Big Data Report" Tik Tok broadcast volume TOP9, landscape scenic area TOP 1; TOP10;, the fastest rising scenic spot in Tik Tok in 2020; In 2020, Tik Tok will travel around the world TOP1;; TOP1 ten scenic spots that Tik Tok users want to visit most in 2022.
These data confirm that Laojunshan has created a successful example of using modern media to shape modern scenic spots from form to content, from concept to behavior, diversified marketing methods, comprehensive innovation and accumulation.
Creativity leads three-dimensional marketing
Many people know and are familiar with Laojun Mountain, a 5A-level scenic spot in this country, because of "going to the world for a surprise banquet and seeing the beauty of the world" and "one-yuan lunch".
In recent years, Laojun Mountain Scenic Area has attracted more and more tourists through three-dimensional marketing ideas, year-round creative activities and unique promotion methods. Colorful event marketing and brand activities have heated up the tourism market.
From 2017 to 2022, during the National Day Golden Week for six consecutive years, the "one-yuan lunch" continued to be popular on the Internet. This marketing case, which was transformed from the custom of Taoist priests serving porridge for tourists, welcomed rave reviews from tourists.
In addition, brand activities and event marketing such as Xianshan Huahai Festival, Guanhai Summer Festival, Golden Wedding Celebration, Colorful Autumn Festival, Snow and Rime Festival launched by Laojunshan in different seasons have become the headlines of major media.
From "online celebrity" to "Changhong", from "flow" to "reserve", the diversified creative marketing forms of Laojunshan have accumulated, the long-term activities of benefiting the people have been extended, and tourists from all directions have gathered. Its marketing model of "nature+festival+culture+market" has become a successful marketing example of modern scenic spots.
Technology empowerment leads the future.
The integration of literature and travel, going to poetry and distant places together. In 2021, Laojun Mountain Scenic Area comprehensively promoted the integration strategy of literature, tourism, culture and creation, and instigated transformation and upgrading with key projects. The magnificent scene of "the perfect combination of Qishan and Xiushui, and the cultural tourism and creation complement each other" was perfectly presented.
The innovative experience of art+technology, and the immersive performance of Taoist culture+another dimension-Know Laojunshan, once again let the traditional culture "come out" and let the historical culture "move".
Known Laojunshan, jointly created by Henan Laojunshan Cultural Tourism Group Co., Ltd., Henan Zhongdao Cultural Tourism Co., Ltd. and Shandong Jindong Digital Creative Co., Ltd., is the first immersive performance in China that deeply integrates traditional Taoist culture and modern digital technology, and visualizes the abstract and profound philosophical thoughts in Tao Te Ching, the king of all classics.
On the top of Laojun Mountain at an altitude of 2217 meters, the immersive stage of Know Laojun Mountain breaks the traditional viewing mode and unlocks the multiple possibilities of "stage+". The scenic spot is empowered by science and technology, and uses new technologies such as 5G, AR and VR to integrate cultural elements into the interactive experience of seeing, touching, listening and acting, so as to create an IP that is compatible with the personality of young people with a culture that can participate, experience and interact, and provide a good place to travel, enjoy and entertain.
In addition, Laojunshan is the first scenic spot in the country to brush its face into the park and create a one-click smart tour. As a 5-drill scenic spot of smart tourism in our province, the command and dispatch, ticketing system, emergency response, information broadcast, data statistics, voice tour guide and other comprehensive expansion and upgrading, booking tickets, scanning code into the park, online consultation and online payment have played a role in reducing congestion. After more than ten years of construction and accumulation of smart scenic spots, "online and offline" and "virtual and reality" are integrated and interacted in a three-dimensional way, and "data line running upstream and user line downstream" complement each other …
Take advantage of the east wind and set sail. Laojunshan will be more solid and long-term on the road of practicing the integration and development of literature, tourism and creativity. (Zhou Xiangyi)