文化有根 創意是伴 Bridging Creativity
[圖解]傳播澳大利亞形象的口號:澳大利亞2000種歡樂與游戲。
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.
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Albums: 地方文化營銷
Location: Australia 澳大利亞
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2024年開年最卷的行業,為何是文旅?
在哈爾濱爆火出圈後,各地文旅部門紛紛坐不住了,陸續下場花式整活,從狂發視頻到邀請明星站台,從送游客鑽石到聽勸寵粉,文旅賬號集體「發瘋」爭做「卷王」成為互聯網一景。
各地文旅大整活,一地漲粉百萬
回顧2023年,不管是淄博燒烤還是村超、天津大爺跳水,這些文旅熱點的出現都相隔一定時間。到了2024年,從哈爾濱出圈到各地文旅花式整活,時間才過去半個月。
半個月時間,哈爾濱從重要的老工業基地,變成了熱情大方寵游客的「爾濱」,老牌旅游城市翻紅,中央大街人氣爆棚,「索菲亞公主」火爆全網,冰雪大世界萬人「蹦迪」上熱搜。
文旅持續升溫,各地文旅部門也都坐不住了。河南文旅搞題海戰術,卷上熱搜; 山東文旅土味視頻出圈,「一看一個不吱聲」; 河北文旅自稱「卷王」,主打一個聽勸; 《我姓石》原作者2天幫各地文旅喊麥上百條,麥克風都冒煙了……
先是「山河四省」瘋狂輸出,其他各地陸續加入,不僅發自然風景、人文風情,還邀請明星來站台,趙麗穎、王一博、易烊千璽、肖戰、劉濤等紛紛為家鄉喊話。
在這波熱潮中,各地文旅賬號上了大分,「00後」式輕鬆活潑、互動強的運營方式受到網友歡迎。有網友調侃「各地文旅大整活,主打一個誰也不笑誰」。目前,多地文旅賬號粉絲都已超百萬,其中河南文旅漲粉超百萬。
卷瘋了,卷對了嗎?
一個網紅城市的誕生,需要機遇也需要積累。對於各地文旅的賣力宣傳,不少人叫好,但也有人認為,需要理性看待。
在中國社科院旅游研究中心學術顧問李明德看來,這波熱潮是好事,因為它活躍了整個旅游市場。「而且是個非常有意思的事,它調動了旅游者,或者說一般參與者的興趣和熱情,所以出現了一種比較熱鬧的人人關注和討論的現象。」
李明德認為,各地紛紛為文旅發力是好事,但也不一定都能夠成功,因此努力的方向要對。
他認為,哈爾濱出圈有三個特點可以借鑑: 一是創意點做得非常充分,旅游內容豐富,讓大家看到不同以往的城市形象; 二是全社會動員,不只是一個或兩個景點,而是由點及面,從旅游吸引變成社會吸引,讓游客來了之後能多停留; 三是特別注重讓旅游者滿意,以游客為中心,大大提升了城市友好度。
也有業內人士認為,目前各地文旅卷起來的熱鬧還停留在網上,後續還需要觀察,看有沒有實質性的效果。
中國旅游研究院院長戴斌認為,在散客化和自由行時代,交通基礎設施以及公共文化服務是城市旅游競爭力的底層邏輯。長期以來,我們習慣於用傳統的自然資源和歷史文化資源建設旅游城市,希望用互聯網和新型社交平台引流,甚至文化和旅游局長變身為「網紅」。殊不知,在絕對的實力面前,任何技巧都不足以解決「網紅」變「長紅」的問題。城市需要以更高的智慧和更久的耐心,夯實旅游發展的硬基礎和硬實力。
2024年開年,文旅為何如此熱?
值得注意的是,近期在人民網領導留言板上,有安徽、吉林、山西、遼寧、河北等多地的網友為文旅發展提建議,從新媒體運營到公共服務,從發展本地特色文化到定制旅游專線……足以見人們對文旅的關注。
開年之初,中國旅游研究院作出對2024年旅游經濟形勢持積極樂觀的預期。預計2024年國內旅游出游人數、國內旅游收入將分別超過60億人次和6萬億元,入出境旅游人次和國際旅游收入將分別超過2.64億人次、1070億美元。
文旅為何如此之熱?在李明德看來,在所有的行業中,文化旅游可以說是一種生活方式,它是人們直接參與、直接體驗的,因此也容易尋找生活中的趣味和創意點,相比其他行業,具有很強的融合性,因此也是最活躍的行業。不管是圖書館還是博物館,都是一種生活方式,可以化為旅游的「游頭」。
他認為,這波熱潮之所以受關注,原因之一在於疫情過後,很多人都希望生活有所變化,因此人們對於習以為常的事情不會很振奮。但是這波熱潮變換了方式,創新了一些「游頭」,把人們的興趣和對生活的渴望調動起來了,市場也因此發生變化。
在戴斌看來, 今天的中國, 已經進入大眾旅游全面發展的新時代,旅游已經成為人民美好生活的日常選項,市場在下沉、需求在升級,個性化和多樣性成為旅游消費新主張。他認為,旅游業要以需求牽引供給,供給創造新的需求,讓更多游客盡享高品質的旅游休閒新生活。(記者 袁秀月;2024-01-17 來源:中國新聞網)
藝術創意與文旅商產業融合發展,2024廈門思明山海藝術季系列啟動
人民網廈門1月14日電 (記者張萌)14日,2024廈門思明山海藝術季重要配套活動——藝術賦能城市新文旅主題分享會舉行。現場,來自全國各地的專家學者、行業代表等,聚焦「重新想象,用藝術探索廈門文旅的想象力」這一主題,展開交流探討。
「藝術漫展+城市體驗+青年共創,持續營造廈門思明特色的藝術文旅IP」……分享會上,與會嘉賓分別圍繞「藝術與城市、文旅、生活」「意義城市與生活方式和主理人」「藝術與城市、未來社區、青年活力」三個議題,以廈門文旅發展為出發點,結合從業經歷、行業發展趨勢等展開對話。
「600年來,海洋文化、華僑文化、閩南文化、特區文化與現代化人文藝術在思明交匯。」主辦方介紹,秉持「以藝術行為創意表達在地文化」的理念,此次山海藝術季將落腳點定在思明區的三個地標——黃厝塔頭、中山路、鼓浪嶼。同步邀約20多位藝術家、呈現共計40余件作品,舉辦以「石、市、詩」三個關鍵詞為主題的藝術展覽等特色活動,實現在用藝術講述城市故事的同時,為思明的文旅產業發展提供新思路。
本次展覽以藝術的方式,對黃厝塔頭文化進行別樣的挖掘、碰撞。主辦方供圖
值得一提的是,藝術季活動通過策劃設計文化導覽線路,組織城市藝術漫游踩線活動的方式,深度挖掘思明在地文化,讓市民與游客更好了解城市歷史文化故事。此外,思明區還積極聯動轄內文旅優質商家打造涵蓋藝術展覽與文旅消費的藝術消費地圖,為參加藝術季的觀眾打造「一條龍一體化全方位」文旅體驗,從而帶動廈門的文旅產業、文化創意產業和延伸的周邊產業協同發展。
據悉,2024廈門思明山海藝術季系列活動將持續至3月上旬。(2024年01月14日 | 來源:人民網)
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