For any comprehensive tourism website, the construction of Destination Marketing System (DMS) products is an unavoidable issue. What kind of DMS is the best destination guide in the minds of netizens? What is the current level of DMS on domestic travel websites? What is the next development trend?
Ms. Maureen, the publisher of the famous foreign destination guide series "Lonely Planet", proudly said when introducing their series of books to me: "Lonely Planet is a guide book to the most interesting places. In the book, you can not only know which hotel is... The pros and cons, which restaurant next to the hotel has delicious food, and even whether the hotel proprietress is pretty or not, can all be found in the book. This is a book that allows tourists to find out what they want by looking at the pictures. feeling. A good DMS is “one that allows tourists to search for things by looking at pictures”, and websites have more advantages than books. For example, websites can be updated in real time, netizens can interact with each other in real time, and the website can be spread to a wider range.
The general direction of DMS construction is now available, but how can it be realized? Is it necessary to hire nearly a hundred professional writers like LP to travel around the world and fill in the information? Is there a unique path to take in the construction of DMS for travel websites? Letu Travel Network After years of exploration, we have found and implemented several stages of DMS construction, and Lotto DMS has been at the forefront of domestic tourism website related products. Today I am willing to share the results of our work with you.
Here, we first describe it based on the current status and stages of domestic tourism website DMS product construction and divided it into four stages according to the form of expression and product function.
The first stage: collection page (listing) stage
In the WEB1.0 stage, when the final page is released, destination tags are added, and each destination collection page is listed in the order of the release time of the final page. Basically, they imitate the media ideas of Sina News, and the content is basically news, information, and forwarded travel notes of netizens (Figure 1) http://travel.163.com/special/00063MCB/sanya_more.html
advantage:
The technical background is simple. You only need to add a destination attribute in the CMS background, and then DMS calls it directly according to the attribute.
Disadvantages: 1. Not classified according to the needs of netizens. For example, all information is listed together in the order of release time rather than netizens’ needs, which results in a poor user experience for netizens;
2. Community interactive content, air tickets, accommodation and other information are not included in the collection page;
The second stage: channel (topic) stage
The DMS special page is a page that collects all final pages related to destination attributes.
Explanation 1: Final page, channel (topic)
The essence of website operation is a process of matching the needs of netizens with the final page (final page) provided by the website. This is not a simple search process, but provides guidance to netizens, helps confirm his needs, and ultimately recommends what he needs. In the process of final page creation, the homepage and channel (topic) are both one channel, which guides netizens according to their needs and pushes the appropriate final page.
The type of the final page, whether it is content uploaded by editors, uploaded by netizens, or uploaded by corporate members such as text, pictures, videos, etc., although the principles are the same, due to different identities and different templates, the displayed final page can also meet the different needs of netizens (about The needs of netizens and the service content provided by the website are omitted here).
The types of final pages are:
1. The information final page is published by the website editor. The template is similar to the Sina final page. The publishing background is called CMS. It is mainly news, information, and forwarding travel guides from netizens;
2. The final page of corporate membership products is released by the staff of air tickets, accommodation, travel agencies, and scenic spots in the member backend, referred to as MEC. The final page includes a ticket information and reservation page, an accommodation company introduction and reservation page, a travel agency route introduction, and Reservation page, scenic spot introduction and ticket sales page.
3. A main BBS post, uploaded by netizens, reviewed and refined by the moderator;
4. Blog final page: Uploaded by netizens, including travel notes, strategies, travel companions, questions, and travel plan templates, reviewed and recommended by editors;
Explanation 2: Which ones have destination attributes?
According to the characteristics of tourism, each final page must have one of three attributes, namely departure attributes, destination attributes, and travel preferences. The attributes of various terminal pages are expressed as follows.
The thematic collection page also adds solid content needed by netizens such as destination introduction, best travel time, history, maps, introduction to scenic spots, and comments from netizens;
For these related contents, you can refer to the column of "Lonely Planet", which lists Berlin, Germany as follows:
(1) Introduction and personal comments
(Divided into the following categories, which can be different)
Berlin Recommendations: Eat, Sightseeing, Bargaining, Resorts, Architecture, Trembling Scenes, Unusual Experiences
Highlights of Saxony: architecture, nightlife, food, scenery, trains, castles
(2) History
(3) Direction (with map)
(4) Practical information
Bookstore, cultural center, discount card, emergency help, Internet access, online resources (recommended website), laundry, luggage storage, library, media, medical services, currency exchange, post office, telephone (pay phones do not accept coins, etc.), Tourist information (tourist offices), travel agencies, dangers and troubles, attractions (with pictures, occupying a very large space), activities (cycling, skating, running, swimming), traveling to Berlin with children, group tours (personalized recommendations) , festivals and events, accommodation (personal recommendations), dining (personal recommendations), entertainment (personal recommendations), shopping, arrivals and departures, walking around (personal recommendations), gay in Berlin.
Advantages of the topic:
1. Added the solid content needed by netizens such as destination introduction, best travel time, history, maps, introduction to scenic spots, and comments from netizens;
2. There are corresponding sections to meet the DPBS needs of netizens; real-time practical information basically covers all aspects of food, accommodation, transportation, travel, entertainment, shopping and other information in the destination, providing tourists with multi-faceted information. It brings convenience.
3. The page does not need to be managed to update automatically, and the filled content inside is automatically called after review.
shortcoming:
1. Page updates are slow, and many temporary small changes cannot be replaced in time;
2. Lack of management, netizens only regard it as a channel for the final page collection, and the page cohesion is poor;
The third stage: Lord stage
Netizens’ needs for destinations seem to be fully satisfied. There are some in books and online, but they always feel that there is something missing. It’s like if a person’s internal organs, limbs and brain are all intact, why can’t he live?
In the past, I only paid attention to information, netizens, and membership products, and ignored the DMS entries themselves, especially the successful application of the Wik function in Baidu Encyclopedia and Wikipedia, which triggered another upgrade of DMS.
The word Wiki comes from the Hawaiian word "wee kee wee kee", pronounced wiki. It originally meant "hurry up, hurry up" and was translated as "Wiki" or "Wiki". A collaborative writing tool for multiple people. Wiki sites can be maintained by multiple people (or even any visitor), and everyone can express their own opinions, or expand or discuss common topics. To put it simply, it is to gather the wisdom of all mankind to enrich this article. As shown below.
After the Wiki function of DMS is implemented, DMS will not only be a channel page such as a channel (topic), but also an organic final page. The soul of DMS is the manager of this page, called the lord.
Regarding the operation of the lord, you can refer to the moderator operation ideas of the forum.
In the process of lord operation, Letu is just like finding moderators. It trains, selects and eliminates city by city. At the same time, it establishes two sets of supporting systems for lords: honor system and wealth system;
Honor system: The title classification of lords, such as lord (scenic spots), county magistrate, mayor, and provincial governor. Different levels have different levels of authority, and a survival of the fittest mechanism has been established through PK, selection and other mechanisms (currently under product construction) .
Wealth system: Based on the lord's work performance, the lord will be rewarded with Le Coins, which can be exchanged for cash when reaching a certain amount. Le Coins can also be used to purchase travel products in the mall.
The fourth stage: LBS stage (development trend)
Location Based Service (LBS, Location Based Service) is simply understood as the positioning function of mobile phones on websites.
Among them, the Foursquare website is a typical representative. The success of the Foursquare website is to use the positioning function of mobile phones to mark one's specific location on the online map at any time. After users log in to the website through the mobile app, they can "check in" and share their location information with acquaintances. It is based on geographical information and Weibo services, and combines the functions of social networks. At the same time, users can earn points and virtual medals by logging in and adding new locations. After frequenting a certain "place", they become a certain area. "local snake" and "leader". This makes Foursquare different from the social network service websites in the past, becoming a brand-new platform that integrates concepts such as Weibo, location services, fun games and business reviews.
The application of LBS on the travel website DMS not only makes it convenient to know the content uploaded by netizens, but also allows the user to know the location of the netizen at the destination at any time.
(It is not called the "mobile application stage" here because I regard the functions of uploading information on mobile phones as different from computers as uploading terminals, but they are functionally the same).
The application of LBS function on DMS will bring the following changes
1. Ability to select better quality lords
Only lords who actually frequent the scenic spots marked by DMS can grasp the small changes in tourist destinations as quickly as possible, so the competition among lords will be more intense, so that the lords who are most familiar with the DMS entries can be selected (Loto hopes that the lords Is "a person who makes a living from tourism", such as tour guides, scenic spot staff, etc.)
2. Enhance SNS functions to meet the attention needs of friends
The check-in function can best stimulate the sense of participation of netizens, especially with the feeling of interacting with friends. Netizens are more willing to use their mobile phones to publish travel notes and strategies at any time, and record the beautiful scenery and mood in front of them. This can not only satisfy their own sense of recording, but also communicate with their friends. Share feelings promptly;
3. Meet the needs for information provision and help during the journey
When netizens use the mobile phone positioning function, the website can quickly know the user's current location and push location information to netizens, including surrounding scenic spots, specific locations and reviews of hotels, surrounding food, entertainment, and shopping places, and places where netizens have visited Some tips and hints; especially when netizens need help, the website can provide accurate services immediately without the need for netizens to log in repeatedly, which is a butler-style service that truly satisfies the user experience. This is also the DMS application on mobile phones. Good experience.
4. Drive the realization of the next travel dream
Every time netizens arrive at a destination, they will mark it on the map. As a kind of record and show off, many people are willing to record more places on the map. This demand for footprint recording will become the driving force for realizing their travel wishes next time. force.
5. Gather target groups and launch offline activities
If a certain person initiates an activity (such as discount information, group purchase invitations, organization of local festivals, discount invitations, etc.) and performs an LBS positioning on the map, if netizens have similar needs, they can directly click on the map online to search. This is also A communication platform that allows netizens to spontaneously organize activities (such as traveling together, etc.).
6. Combined with booking, profits can be achieved
Once you know the specific location of the website's target customers, you can push relevant accommodation products, local travel routes, including food, entertainment, shopping and other information to achieve profitability.
Although the domestic DMS construction is still in a relatively early stage, we believe that with the continuous pursuit of user experience by various travel websites, we can create more and better products to serve our tourists and our netizens. .