傳播澳大利亞形象的口號:澳大利亞2000種歡樂與游戲。

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Comment by OVEPI on February 11, 2021 at 4:02pm

User-Generated Content

User-Generated Content alternatively knows as User Created Content (UGC) refers to any digital content that is produced and shared by end users such as texts, audios, images and videos on social media and online platforms in order to showcase some major applications and genres such as news, entertainment, music, gossip and even research.

To be apt, user-generated content is basically those pictures, videos, testimonials, tweets, blogs posts and lot more that is posted by unpaid and not really associated users with the brand but does it’s promotion as a brand, and are better known to be ‘fans’ which thus helps a brand build an immediate sense of authenticity.


And the process is running so smooth and shining quite bright in such a short span of time for the fast-paced world of internet. It has given such huge profits and assets to fine organizations and firms without even paying or spending the fans (users) those are somehow the brand ambassadors anything and are enjoying the icing on the cake.

UGC is really compelling for both brands and consumers as it’s like killing two birds with one stone, as one get content while engaging with consumers at the same time!


One of the best benefits of user-generated content is that it serves as an excellent social proof. Going through the content of real customers has a strong impact and increases a company’s credibility and brings a brand’s promise into perspective. Most of all customer-created content is clear and genuine because of which people or the viewers as an individual definitely just trust the UGC more.

And because the content is created by people who trust your brand, their opinions and content are seen or understood as compelling and unbiased, thus attracting even more users and viewers.


Other than this there are many benefits associated with the process as, because a company or brand sources images directly from fans on social media, there’s a little to no cost involved. Using user-generated content can make the people feel seen and heard and it can even boost the effectiveness of advertisements too.

Where there are so many pros of User Generated Content, there, of course, are cons on the other side of the coin too.


Like uncertain content quality that is being received as not everyone is of the same mindset and level of intelligence and creativity. There’s always a risk of credibility of the source who submits it. It is indeed a time-consuming process to make people trust and believe in your product and make them involved in the process of promoting the same. Company does face lack of participation most of the time that puts them in danger of a soon to be flop business show.

Comment by OVEPI on February 4, 2021 at 5:08pm


疫情沖擊下澳大利亞旅遊業苦苦掙扎

南半球的澳大利亞即將進入春季,天氣回暖,風和日麗,正是旅遊的好季節。

往年這個時候,在澳大利亞悉尼經營旅行社的何清遠格外忙碌,要為即將到來的旺季做準備,但今年遭遇新冠疫情,一切都不一樣了。

“第二波疫情令旅遊業再受打擊,感覺明年6月之前都沒有恢復的希望。”何清遠告訴記者。

旅遊業是澳大利亞支柱產業之一,2018-2019財年(截至2019年6月)收入608億澳元(1澳元約合0.7美元),占國內生產總值3.1%。旅遊業相關就業人數超過66萬,占澳大利亞總就業人數5.2%。


空無一人的悉尼CBD步行街(攝影:肖夏勇)


新冠疫情的暴發讓旅遊業遭受重創。澳大利亞統計局數據顯示,在2019年7月至2020年6月的財政年度裏,海外短期訪客人數比上財年下降27.9%,創下6年來新低。

“在今年2月新冠疫情影響開始顯現前,海外短期訪客人數保持逐月增加態勢。3月更嚴格的出入境限制措施出臺後,海外短期訪客人數下降驚人。”澳大利亞統計局移民統計主管珍妮·多巴克說。

雪上加霜的是,6月底第二波疫情突如其來且愈演愈烈,作為疫情“震中”的第二大城市墨爾本管控措施升級,各州也紛紛維持原本有望放開的出入限制。這讓原本寄望於國內市場恢復以抵消國際市場損失的旅遊業希望再次破滅。加之中小規模從業者在行業中占大多數,面對艱難的市場環境,不少企業通過減薪、裁員以降低成本維持運營,一些企業不堪重負宣告破產。

根據最新數據,澳大利亞旅遊業在今年4月和5月萎縮了87%,損失達118億澳元,其中國內旅行總支出從去年同期的135億澳元下降到17億澳元。

澳大利亞旅遊業委員會執行總裁西蒙·韋斯塔韋表示,該機構成員中,近九成小型企業都在依靠政府工資補貼計劃維持運營。

在澳大利亞旅遊勝地大堡礁提供潛水相關服務的保羅告訴記者,目前他的生意只有正常情況下的30%甚至更少。“如果各州之間放開出入限制,估計還能增加一些客源,但即便如此也跟疫情暴發前無法相比。”

在墨爾本經營一家大型旅行社的詹姆斯打算下個月關閉所有門店,只留一間辦公室。“按照現在的管控措施,9月13日之前我們都不能營業,之後怎麼樣還不知道,而且房租沒減免、貸款還要還,想想就頭痛。”

目前,澳大利亞旅遊業委員會等機構已經開始遊說政府,希望各州能夠盡快放開出入限制措施,加大對區域內旅遊的扶持,同時在就業等方面繼續予以政策支持。

不少人也開始尋求新的出路。詹姆斯暫時放棄了主業,改行做瓜果蔬菜團購。何清遠也關閉了昆士蘭州的辦事處,利用以前運營車隊的經驗,開展房車、特色小團體遊或是本地用車等服務。

“希望能盡快研發出疫苗,把疫情控制住,但這不太可能短期內實現。”他說。(新華社記者郝亞琳 /  新華社悉尼2020年8月24日)


深受疫情打擊的澳大利亞旅遊業曙光初現

自新冠肺炎疫情在澳大利亞爆發以來,澳旅遊業受到沈重打擊,每月損失約30億澳元。旅行禁令、企業停擺、預定取消等讓這個價值1500億澳元的行業岌岌可危。近期,因為經濟形勢所需和新冠肺炎疫情得到較好控制,澳大利亞聯邦政府推出“三步走”的“解封”計劃,各州逐步放鬆對居民活動範圍、人數以及商業開放的有關限制,澳旅遊業和涉旅行業曙光初現。


為提振國內消費,加快經濟復蘇步伐,澳聯邦政府積極鼓勵國內民眾著手考慮國內旅行。澳聯邦旅遊部長西蒙·伯明翰公開呼籲:“我們雖然還沒到可以國內遊的時候,但是現在可以夢想一下,做點規劃”。對於困境中的澳旅遊企業來說,預計將有大批本國遊客回歸,以自駕遊等傳統旅行方式踏上行程,對於拯救各地旅遊和鄉村旅遊至關重要。與人口較為密集的都市區相比,邊遠地區和鄉村能夠給遊客更多的“距離感”和“安全感”,有望以野營、徒步、山地自行車、釣魚、攀巖、冰雪運動等戶外活動迎來復蘇後第一波遊客,在海外遊被禁的情況下迎來旅遊行業增長的“小陽春”。


根據澳嚴格規定,為抑制新冠肺炎疫情傳播,澳人禁止前往海外旅行,而任何人獲準返澳則必須在酒店自我隔離14天。隨著澳新兩國疫情逐步好轉,澳大利亞政府和新西蘭政府最近簽訂了“泛塔斯曼旅行協定”,旨在建立兩國間“旅遊安全區”,屆時將在航班恢復正常之後取消澳新兩國旅客往來的隔離要求。新西蘭作為澳第二大入境客源國,對於澳旅遊業復蘇將有重要作用。另一方面,西蒙·伯明翰也明確表示,對於2020年底能否實施海外旅行“很難預料,無法保證”。他告誡國民不要預定疫情期間的海外旅行,預計海外旅行禁令至少要到2021年1月才有可能解除。

對於未來澳旅遊業的復蘇,澳地方研究所首席經濟學家科姆·休頓認為,因為部分澳人的工作和收入受疫情影響較大,旅遊出行人次必將大大減少。而新冠肺炎疫情的蔓延敲響了警鐘,未來可持續的旅行、環保意識將更加深入人心。(2020-05-20 / 來源:中國駐悉尼旅遊辦事處) 

 

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