Under the overlapping background of post-epidemic and Internet live broadcast era, a large number of professional tour guides began to transform anchors, spread cultural scenery online, and at the same time "bring goods" to help sell local specialties, redefining the profession of tour guides and refreshing its skill requirements.
This change has deeply shocked the upstream tourism vocational education, forcing teachers to think: How should the training mode of tourism talents be changed under the Internet scene to adapt to the changes in work content and methods brought about by the epidemic situation and technical iteration?
The industry has been "reshaped"
"If you don't have time to travel to the countryside, you can come to my studio, and I will pass the first breath of spring, summer, autumn and winter through the lens. Seeing through the city scenery, the countryside is the most beautiful destination. " This is the prelude to live broadcast in Chen Ting.
At the beginning of 2020, her travel agency suffered serious losses, and she was "unemployed" at home and fell into anxiety. At the age of 34, she decided to take a chance-named "Huangshan Tingting" and broadcast it live on Tik Tok platform. When it first started, she chatted with strangers in front of the camera.
With the knowledge and experience accumulated by tour guides in 10 years, Chen Ting began to plan, think of scripts and step on the spot. In her opinion, the biggest challenge is to talk all the time during the live broadcast and have goods in your stomach. To this end, she chose scenic spots with beautiful scenery, good visual sense and content to talk about.
When talking about ancient buildings in Huizhou, she will talk about the entrepreneurial experience and spirit of Huizhou merchants in history. She believes that live speech is another kind of "introduction" and should follow the principle of "content is king".
Known as the first year of tourism live broadcast in 2020, the demand for live broadcast talents has greatly increased. According to the report "Ecological Insights of Lv Wen 2020: Live Travel Times" released by a travel agency, among the live travel contents that users like, deep experience, natural scenery and food shopping occupy the top three, accounting for 72.88%, 64.4 1% and 6 1.86% respectively, and the rest are cultural attractions, accounting for 55.08% respectively.
"We intend to train 3-5 young tour guides as live broadcast talents reserved by enterprises." Huayu Xu, head of Anhui Universal Cultural Tourism Group Co., Ltd., one of the largest travel agencies in Anhui, said that last year, tour guides should consider using VR, 5G and Internet of Things technologies to arm themselves and keep up with the changes in the industry.
Similarly, before May 1 this year, the azaleas in Huangshan were in full bloom. The anchor group of Huangshan Smart Travel Co., Ltd. interacted with netizens, who asked 544 questions in 2 hours 14 minutes. Ticket booking, preferential policies for scenic spots and luggage storage are all hot topics. This made Zhang, the head of the company's department, realize that tourism enterprises should seize the live broadcast bonus and seize the traffic outlet.
"Unlike fast-moving consumer goods such as food and clothes, buying tourism products is actually buying consumption expectations, which is limited by factors such as weather, traffic and mood. Tour guides and anchors should be familiar with the rules of the platform and have the ability to continuously recommend products. " In Zhang's view, tour guides and anchors still have pain points such as "small traffic, weak brand communication and poor delivery effect". It is very important to cultivate a group of reliable, reliable and useful tourism talents.
Talent cultivation must "change with the situation"
"Tour guide is the most traditional and core major in tourism vocational education, and the epidemic has forced it to transform." Du, executive director of the Tourism Vocational Education Committee of China Vocational and Technical Education Association and dean of Zhejiang Tourism Vocational College, has experienced a particularly busy working state in the past two years. The epidemic has dealt a great blow to the tourism industry, and the tourism vocational education has also fallen to the bottom. After repeated research and demonstration, she believes that the involvement of digital knowledge is very important for traditional tour guides to transform into "modern tour guides in internet plus".
"At present, the tourism industry has shown the characteristics of a long recovery cycle, and traditional tourism concepts and consumption concepts have been reshaped. Talent training must be guided by the situation." Du takes Zhejiang as an example. In recent years, the province's online travel market share has been expanding. Online tourism and intelligent digital tourism have become the mainstream to promote tourism consumption. Tourists realize "no travel" through short films and live broadcasts.