After the long holiday is approaching, after the scenic area is free of tickets, how to keep up with "second consumption"

From now until the end of this year, five scenic spots including Wangwu Mountain and Wulongkou of Shandong Shandong exempt tickets to the people of Jinan; before December 31st this year, the main scenic spot of Wuyi Mountain in Fujian was exempted from tickets to the people of the country; There are 56 tourist attractions, including the Laoshan Scenic Area, the Qingdao Brewery Museum, etc.; Before December 31 this year, the Zhangjiajie Grand Canyon Scenic Area and the Qixing Mountain Tourism Resort of Zhangjiajie will implement ticket -free tickets for tourists across the country ... The "Eleventh" holiday is coming. Many well -known scenic spots continue to implement ticket -free policies.

Some scenic spots will simultaneously reduce the price of some service items while free of tickets. For example, after the tickets for the Laoshan Scenic Area in Qingdao, Shandong, the tourist bus in the scenic area is also adjusted from 40 yuan per person to 20 yuan, and the price of the elderly is only 10 yuan.

Industry insiders said that some well -known scenic spots are exempted from tickets. The main purpose is to respond to the downturn in the tourism market caused by the new crown pneumonia's epidemic, which stimulates tourists to travel to mobile motors and wishes. From the actual situation, this measure does play a role, and the number of tourists in some scenic spots has increased. However, in the long run, the tourism industry restores that on the one hand, it must be continuously controlled by the epidemic, and tourists can flow safely and orderly; on the other hand, by strengthening the "secondary consumption", the scenic area generates more added value.

Free scenic spots are helpful for increasing passenger flow

The staff of Laoshan Scenic Area said that since the implementation of ticket -free policies on June 1 this year, the passenger flow has indeed increased compared to before. According to reports, as of July 5, Laoshan has received more than 500,000 tourists, an increase of 58.7%compared with the same period last year.

Dai Bin, Dean of the China Tourism Research Institute, said in an interview with reporters that some state -owned key scenic spots are open for free. First of all, relevant policy documents have repeatedly emphasized that the price of national key scenic spots should be reduced to reduce the rigidity of the general public in the process of traveling rights. the costing payment. Followed by economic consideration, after the free opening of key scenic spots or iconic scenic spots, the level of people and comprehensive consumption have increased significantly. Although the reduction of tickets for the scenic spot has reduced the current income, in the long run, it is of positive significance for stimulating local economic growth and expanding tourism consumption. Dai Bin said that in addition, due to the impact of the epidemic, the tourism industry has suffered huge losses in the past two years, especially the number of tourists in the long -range and long -range tourism market has decreased sharply. Local governments hope to recruit tourists as soon as possible, expand comprehensive consumption, and reduce prices on popular scenic spots. Become a policy tool.

Among the free and open scenic spots in China, Hangzhou West Lake is relatively earlier. Since 2002, the number of tourists and comprehensive tourism revenue has increased by the number of tourists without tickets. From January 31 this year, Xiangbi Mountain, 5A -level scenic spots in Guilin, Guangxi, has also begun to implement long -term free opening. According to the staff of the scenic spot, this summer has ushered in the largest passenger traffic in recent years.

Exemption from tickets is not necessarily suitable for all scenic spots

However, Tang Chengcai, a professor at the School of Tourism Sciences of the Second Institute of Foreign Languages ​​in Beijing, pointed out that the exemption of tickets is not necessarily suitable for all scenic spots.

Tang Chengcai said that from the perspective of the revenue structure, if the scenic area mainly relies on the ticket economy to operate, after free tickets, survival and development may face strong risks. However, if the ticket income accounts for only a small part of the revenue of the scenic spot. After the ticket is free of charge, the strong passenger flow can bring the growth of other links, which will basically not affect the operation and management of the scenic area. Trying this approach during the epidemic is not tasted.

"From the perspective of tourists, free opening of well -known scenic spots is a kind of benefits. However, whether a ticket reduction can directly drive tourists to travel. Whether this approach is suitable for all scenic spots is questionable and long -term attention." Tang Chengcai said.

Dai Bin believes that from the nature of the scenic area, the price reduction and free are currently mainly natural and historical and cultural scenic spots, especially the natural and cultural resource scenic spots of state -owned focus, rather than the artificial parks such as Disney and Universal Studios.

Feng Rao, dean of the Malaysia Honeycomb Tourism Research Institute, said that as the younger generation became the main force of tourism consumption, the scenic spot has gradually bid farewell to the era of punch -in in "here". From the "ticket economy" to the "comprehensive economy". However, it is necessary to comprehensively consider whether the ticket is exempted or not, and the "congenital conditions" and "acquired development" are indispensable according to the situation of the scenic area itself.

"Secondary consumption" allows the scenic area to generate more added value

Tang Chengcai said that the cost of reducing tickets and other projects has a certain effect on stimulating the recovery of tourism. However, he believes that the main factors that restrict tourists travel are not a ticket ticket, but the uncertainty brought by the epidemic to tourists. Therefore, he believes that to boost the tourism confidence, not only must you rely on the scenic area to reduce tickets or preferential tourism project charges, but more importantly, under the conditions of scientific and effective response to the new crown pneumonia's epidemic, allow tourists to flow safely and orderly.

Dai Bin suggested to strengthen the management of scenic spots. For scenic spots that have fiscal appropriations such as nature reserves and national sites and parks, they can operate industrialized operations on the basis of career nature. By regulating the feeding area through financial and taxation.

戴斌表示，景区的免费开放，能在一定程度上直接拉动当地餐饮、住宿、文化娱乐等相关产业，促进“二次消费”，同时拉动景区的“二次消费”，包括索道、车辆、小Transportation and consumption of catering, shopping, souvenirs. In addition, there are secondary development of the IP of scenic spots, including tourism interpretation and supporting the surrounding commercial facilities to drive comprehensive consumption. "But theme parks and resorts such as Universal Studios, Disneyland, Happy Valley and other theme parks are completely commercial, so there is no problem with votes. How to adjust first or secondary consumption is also the company's own strategy." Dai Bin Say.

Feng Rao analyzed that the success of the free model of West Lake Scenic Area, thanks to the huge economic benefits of comprehensive consumption projects such as eating, housing, entertainment, leisure and other comprehensive consumption projects developed by the well -known domestic attractions in the West Lake, " The two key points of these are the high popularity of the scenic area itself and can form an IP effect. Secondly, there is a perfect tourism industry chain and basic supporting facilities around the scenic area. The income is worth learning from other scenic spots. "

Source: Workers Daily

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