How to do a good job of non-legacy experience products?

The Spring Festival of the Year of the Tiger is approaching, affected by the epidemic, many places advocate local New Year's Eve. Travel agencies should seize this opportunity to launch a tourism product that meets the requirements of epidemic prevention and control, is suitable for local development, and has a strong festive atmosphere, and the non-heritage experience fits the bill.

China's existing national intangible cultural heritage 1557 representative projects, sub-projects *** counted 3610, almost every city has their own unique non-heritage projects at home. In this family, there are many programs in the categories of traditional fine arts, traditional skills, performing arts, and folklore that are perfect for carrying out experiences during the Spring Festival.

The experiential and cultural connotations of NRLs have a natural and close relationship with tourism. When designing tourism routes, it is important to link different types of non-heritage displays and experiential resources, and integrate them into quality tourism routes or products, which will not only enhance the cultural connotation of the routes, but also enable tourists to gain a spiritual dimension.

Take Taiyuan Overseas International Travel Agency as an example, the agency launched for six consecutive years to the "old boss with the taste of the year" as the theme of the non-heritage experience as the main content of the Spring Festival tourism projects and study products, by the market recognition and praise. Among them, to the national non-heritage projects Datong Guangling paper-cutting production for the experience of the most popular activities.

The agency in-depth analysis of product features and market demand, and Guangling paper-cutting non-hereditary bearers, national arts and crafts master Liu Peng cooperation, innovation and launch of the "Chinese Zodiac auspicious beast" series of paper-cutting table. Every year, Liu Peng designs a variety of Zodiac paper-cut images for different audiences with moderate production difficulty. At the same time to meet the participants' sense of experience and sense of achievement, but also let the participants have a set of 12 Chinese zodiac wish, which has become the highlight of the project. In the process of experience, tourists have said that the non-heritage paper-cutting is interesting and fun, more meaningful, everyone together in the lively scene of window cuttings, to find the long-lost flavor of the New Year. The tourists' word of mouth, for travel agencies to do enough publicity, cultivate potential customers.

So, what should travel agents pay attention to when designing and organizing such products?

First of all, to determine the target population, the program is accurate in place. Parent-child groups, children study groups, fashion people groups, community elderly groups ...... these can be the focus of the promotion of the crowd. Spring Festival holiday, these people have a strong need to go out to play, according to the characteristics of the non-legacy program to the target group for targeted promotion.

Secondly, to refine the implementation of the program, the connotation is crucial. The implementation program mainly includes the theme of the activity, duration, number of people, scale, frequency, venue or scene, experience content. Among them, the experience content includes explaining and showing teachers, experience activity items and number of confirmation, the specific operation process, material preparation, precautions, etc., to determine the price of the product, and make the corresponding epidemic prevention preparations.

Taiyuan Overseas International Travel Agency has planned a named "Spring Siho, Fu Manchu Qiankun" of the taste of the year activities, the venue was selected in a local non-heritage old catering enterprises in the ancient courtyard. The event lasted about 3 hours and featured local non-heritage projects such as woodblock prints, writing Chinese characters for blessings, paper-cutting, kneading siu mai, and steaming steamed buns. After the event, the children can take away the finished product of the experience, there are food, play, useful, can be described as immersive, all-round, multi-sensory non-heritage experience, not only the children and parents are satisfied, but also in the minds of the children planted the seeds of love for their hometown.

Again, broaden the recruitment path, play online advantage. With a good product, there is also a need for flexible and efficient publicity and sales. According to past experience, the traditional store sales of such products is generally effective, and self media, microblogging group, online store sales and other modes of more effective, sophisticated electronic posters, detailed tweets, cost-effective price, etc., will contribute to the target group of consumer behavior, through online sales to achieve the effect of twice the result with half the effort.

Finally, strengthen the details of control, enhance the effect of activities. The core of the non-heritage experience is public participation, in this sense, the organizers and participants are inheritors. Therefore, in the design of products, the most important thing is based on the display of non-heritage, focus on the experience process, emphasize the finished product artistry while taking into account the practicality.

At the same time, travel agencies should pay attention to cost control. Such activities are generally not high unit price, low profit. But in the epidemic prevention and control of normalization, confidence is more expensive than gold, in the right node to launch the right product, this is the travel agency to survive, recover, realize the development of viable practices, but also worth paying a meaningful thing.