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海擇短評 Haize Comment：
自由行的旅人現在怎麼做攻略最方便，難道還是回歸旅遊攻略網站嗎？美國華爾街日報最近有篇文章"忘記Instagram吧，聰明的旅客會前往Reddit尋找最佳建議(Forget Instagram. Smart Travelers Head to Reddit for the Best Tips)"，它就反映了這個想法。不過，果真如此？海擇資本不這麼想。
確實，無論是TikTok、Instagram Reels、Youtube Shorts，這些短影音平台在旅遊攻略上都有著天生的局限性，最大的挑戰在於，短影音平台上的內容創作者必須更注重娛樂性，才能在很有限時間吸引受眾，最後導致深度與細節不足，難以承載複雜資訊，這是無法避免的"原罪"。
那麼，每個國家都有類似Reddit這類純文字的社區，也能在社區中找到前輩或當地人充分交流旅遊資訊，台灣有背包客棧/PTT、大陸有微博、日本有2CH/MIXI、韓國有Naver Cafe/DC Inside，但對做旅遊攻略的人來說，這些社區也有它的問題，那就是儘管資訊詳盡，但閱讀量大、資訊篩選成本高、不夠直觀，這些局限也非常消耗時間成本。
那麼，有沒有一些介於Reddit與TikTok之間的工具? 它可能既不像Reddit只有文字，也不像TikTok這樣內容太短能以承載完整邏輯？海擇資本的觀察如下：
1. 首先，短影音平台確實有其缺點，但還是很適合做靈感發想的工具。中國的抖音基於販售"不約可退"的旅遊產品，甚至在提供靈感發想之後，直接跳過旅遊攻略做交易，可以說是截胡了旅遊攻略網站的生意。當然它有其成功的特殊環境，跟文化差異、中國電商支付成熟、底層供應商偏弱勢都有關，連TikTok在境外都做不到抖音的成果。
2. 其次，一些傳統的平台，也在嘗試兼顧提供豐富的圖文內容與互動化的用戶體驗，一些社區論壇(如TripAdvisor)、社交媒體(如Facebook的旅遊群組)、旅遊類APP(如Trip.com)、攻略網站(如馬蜂窩)，如果受眾需求僅止於圖文，那已經很符合需要了，但如果還想以視訊印證，目前這些公司的內容還不算很完整。
3. 其三，有些專注於旅遊細分市場的視訊平台，嘗試提供詳盡的旅遊內容，包含故事、照片和視訊，但可能獲客不易，互動性似乎都不容易做起來，像印度的Tripoto、美國的Matador Network都如此，缺乏互動與提問，真實性與可用性有時就得打折扣。
4. 最後，餐飲是旅遊的要素之一，一些餐飲點評平台也開始將視訊作為內容，比如香港的OpenRice(開飯喇)，說未來這類公司會從當地玩樂POI的角度，提供攻略內容，並切入販售產品也不奇怪。
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Is it more convenient for independent travelers to use travel guide websites for planning? A recent Wall Street Journal article, "Forget Instagram. Smart Travelers Head to Reddit for the Best Tips," reflects this idea. However, Hai Ze Capital disagrees.
Indeed, platforms like TikTok, Instagram Reels, and YouTube Shorts have inherent limitations for travel planning. Content creators on these short video platforms must focus on entertainment to quickly attract viewers, resulting in a lack of depth and detail. This "original sin" makes it difficult to convey complex information.
Every country has text-based communities like Reddit for sharing travel tips. Taiwan has Backpackers/PPT, China has Weibo, Japan has 2CH/MIXI, and Korea has Naver Cafe/DC Inside. While these communities offer detailed information, they also have their drawbacks. The extensive reading, high information filtering cost, and lack of intuitiveness can be time-consuming for travelers.
Is There a Middle Ground Between Reddit and TikTok?
Is there a tool that strikes a balance between Reddit's text-based content and TikTok's short videos, providing detailed yet engaging travel information? Hai Ze Capital observes the following:
1. Short Video Platforms as Inspiration Tools: While short video platforms like TikTok have limitations, they are excellent for generating travel inspiration. In China, Douyin offers "no-show, no-charge" travel products, allowing users to skip traditional planning and go straight to booking. This model is successful due to China's unique environment, cultural differences, mature e-commerce payment systems, and weaker suppliers. TikTok hasn't achieved the same success internationally.
2. Traditional Platforms Combining Rich Content and Interactivity: Some traditional platforms are bridging the gap by offering rich visual content and interactive user experiences. Community forums (e.g., TripAdvisor), social media (e.g., Facebook travel groups), travel apps (e.g., Trip.com), and guide websites (e.g., Mafengwo) provide detailed information through text and images. However, these platforms lack comprehensive video content to fully verify the information.
3. Video Platforms Focused on Niche Travel Markets: Some video platforms dedicated to travel niches attempt to offer detailed content, including stories, photos, and videos. However, platforms like India's Tripoto and the US's Matador Network struggle with user acquisition and interactivity, affecting their credibility and usability.
4. Food Review Platforms Incorporating Videos: Dining is a crucial aspect of travel, and some food review platforms are beginning to include video content. For example, Hong Kong's OpenRice is expected to provide travel content from a local point of interest perspective and may eventually venture into product sales.
標籤 Label： Travel Guide Reddit Instagram TikTok Shorts