Release leverage effects Cultural Tourism Consumer Consumer Consumer Consumer Consumer Consumer Consumer Market

China Business Daily (Reporter Zhao Yiru) Recently, the issuance of cultural tourism consumer coupons in various places has added a fire to the popularity of this spring and summer tourism market. While bringing a direct tourism incremental increase in cultural tourism consumption vouchers, it also indirectly leveraged the development of the peripheral industries around the tourism industry. It is worth noting that the issuance of cultural tourism consumer coupons allowed consumers, merchants, platforms, and governments to achieve a win -win situation.

Bring a tourist increase

China Business Daily reporters learned from many OTAs (online tourism platforms) that the issuance of cultural tourism consumer coupons in various places has added another fire to the popularity of this spring and summer tourism market.

According to Ctrip data, more than 20 destination governments have reached a subsidy subsidy cooperation with Ctrip in this year, and the cumulative subsidy scale exceeds 300 million yuan. It is expected that the direct tourism market consumption exceeds 1 billion yuan.

Based on the big data of Qunar, since the payment of consumer coupons on the Beijing suburbs, as of July 28, the accommodation reservation volume in the suburbs of Beijing has increased by nearly four times from the same period last month (June 10th to June 28th). The consumption reached 2.5 times the same period in 2021, 8.9 times in the same period of 2020, and 2.3 times in the same period in 2019. The outskirts of the Beijing suburbs welcomed the most pearline season.

It is reported that most of the cultural tourism consumer vouchers are issued by combining the OTA platform and its own channels. For example, in addition to the three OTA platforms such as Ctrip, Meituan, and Tongcheng, the Yunnan Provincial Consumer Consumer Consumer Council is also on the "You Yunnan" app, "You Yunnan" applet, "One mobile phone tour Yunnan", "You Yunnan" and so on. Published on the public account. The provinces and cities of cultural tourism consumer coupons and cities across the country involved Beijing, Yunnan, Guizhou, Qinghai, Zhejiang, Hainan, Anhui, Hunan, Hubei, Henan, Tibet, Shandong, Sichuan and so on.

Data show that the most obvious areas of tourism incremental effects are the most obvious areas of the central and western regions, such as Yunnan, Guizhou, Qinghai, Hubei and other places.

According to the Tongcheng Travel Data, from April 25th to May 25th this year, during the period of Tongcheng Travel Assisting the Yunnan Provincial Culture and Tourism Department to issue Yunnan Cultural Tourism Consumer Voucies, the number of online reservations in the Yunnan Scenic Area increased by nearly five times from the previous month. Train tickets The number of reservations increased by more than 40 % month -on -month, and the number of nights between hotels increased by nearly 40 % month -on -month.

According to Ctrip data, from June 26th to mid -July this year, Guizhou's tourism orders surpassed the same period between 2021 and 2019. Guizhou Hotel order amount increased by 135%compared with 2019, and the number of ticket orders for scenic spots increased by 300%compared with 2019; The first week of the Qinghai Cultural Tourism Consumption Course was launched, the popularity of tourism in Qinghai rose 136%year -on -year, and the number of ticket orders for scenic spots increased by 213%compared with the same period of 2019. , Hubei Province's internal vacation business orders increased by 228%, and hotels and tickets for summer reservations were 100%recovery year -on -year.

Pry the development of the entire industry

The driving effect of consumer vouchers is not only reflected in specific preferential projects. Multi -platform data shows that a multi -industry development of a consumer coupon can leverage the development of the tourism market.

Data from where to go, the issuance of the first period of the Beijing suburban accommodation consumer coupon has driven the leveraged effect of the surrounding industries by 1: 11. Data from Tongcheng Travel also shows that the Yunnan Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumption reached 1: 4.

"Judging from the recent cooperation of Ctrip platforms to issue cultural tourism consumption subsidies, the overall driving effectiveness of consumer coupons for some destinations has reached a leverage of more than 1: 10, and the effect of boosting the income of tourism merchants is obvious. . "Yu Zhiwei, general manager of the Northwest Region of Ctrip Group Government Cooperation, told China Business Daily that" Cultural Tourism Consumption Tounites can help stimulate the needs of users' travel consumption, drive the income of tourism merchants, and revitalize the operating capacity of cultural tourism enterprises to achieve tourism The two -track recovery of the industry supply side and the demand side. "

In addition, the choice of consumer vouchers in some areas has also achieved a balanced development of the tourism market.

It is reported that the use of Beijing's suburban accommodation consumption coupons issued by the Beijing Culture and Tourism Bureau is from Sunday to Thursday. According to the data of where to go, due to the time of the use of consumer coupons, the "Pingfeng" stage from the suburbs of Beijing to Thursday was gradually drawn from the gap between the weekend and peak season. In July, the proportion of baying volume and weekend of the Beijing Mandarin B & B, which stayed in the suburbs of Beijing on Friday, rose from 62%in 2019 to 82%. Grow up nearly four times.

"From the perspective of our platform's data, the issuance of accommodation consumer coupons on the suburbs of Beijing not only drives the restoration of accommodation, scenic tickets, catering many industries, but also guide people to travel in the middle of the week. , Improve the phenomenon of excessive excessive tourism weekends and fading in the middle of the week, so as to make the recovery of the tourism market in the suburbs faster and healthier. "

"In the week, it is not a peak of tourism in the traditional sense. Driven by the cultural tourism consumer coupon, it will effectively drive users to make the motivation of travel consumption in the middle of the week, drive the benefits of travel merchants in the week, and enhance the vitality of the Chinese cultural tourism market in the destination of the Chinese cultural tourism market. . For the local tour market, the cultural tourism consumer vouchers used in the middle of the week can promote the flexible planning of local tourists and bring more real consumption conversion. "Yu Zhiwei told reporters.

Realize the win -win results of multiple parties

The issuance of cultural tourism consumer vouchers has achieved a win -win situation for consumers, merchants, platforms, and governments.

The most direct benefit is consumers. According to Ctrip data, the highest orders using consumer coupons can save thousands of yuan a single order. According to the big data of where to go, from July 10th to July 29th this year, the daily suburban consumption coupon issued by the Beijing suburbs has been exchanged for more than 10 million yuan. Yuan. Merchants are also happy about the issuance of consumer vouchers. The person in charge of many homestay hotels told a reporter from the China Business Daily that because the issuance of consumer coupons does not affect the price and income of the room, they are very welcome. "Indeed, some customers came to stay after grabbing consumer vouchers, and in the (customer) group, some people were also discussing consumer coupons." After grabbing the consumer coupon on the platform, place the order directly, and enjoy the discount discount when placing an order. But for us, the room is still sold at the original price. "

"The tourism in Yunnan this year has finally improved, and the tourist consumer coupons have been launched, and there are many people who come to Yunnan to travel," the person in charge of the above homestay told reporters, "Recently, the rooms are full every day. Book, now the tourists in the ancient city have reached more than 300,000 a day. "

In addition to both consumers and merchants benefited, the government and the platform have also reached a win -win situation.

"The issuance of cultural tourism consumer vouchers is to drive consumption for the government. Before many places in the country, there have been no tickets for scenic spots. This is also a means to drive consumption. The city's accommodation, playing, and eating and drinking will drive local consumption growth. "A online tourism industry practitioner told the China Business Daily reporter.

"For the platform, the issuance of consumer vouchers can leverage the increase in traffic of the platform, and the order volume will increase. Because users need to download, browse, click on the platform It may also buy other services by the way. In the first half of this year, some OTA platform data is indeed not ideal, and the issuance of consumer vouchers has brought vitality to these platforms, so that it has some recovery on the data. "The above online tourism industry has Practitioners said.

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