Many scenic spots in my country start the "free model" to stimulate the willingness of mass tourism consumption

Original title: After free tickets, how can the scenic area transform "breakout"

Shaanxi Huashan Nanfeng Xinhua News Agency

Xinhua News Agency, Gulangyu, Xiamen, Fujian

Dunhuang City, Gansu Province launched the scenic spot ticket discounts, ticket -free tourism and other activities to attract tourists. Xinhua News Agency

Not long ago, scenic spots such as Huashan, Jiangxi Lushan, Qinghai Chaka Salt Lake, etc. announced in June to exempt tourists from all over the country for a month; from June 1st to the end of the year, Qingdao was exempted from tickets for newly added tickets for new state -owned scenic spots; on June 19, The Xiamen Cultural and Tourism Bureau announced that from now until the end of August, eight charging state -owned A -level scenic spots will be exempted from ticket -free, including the main scenic spots on Gulangyu ... June summer is a traditional tourist season. The tourism market has been deserted a lot. In order to stimulate people's willingness to travel and promote the vitality of the tourism market, many scenic spots have opened a "free model" and opened the door to welcome tourists.

The scenic area ushered in a strong passenger flow after free tickets, but at the same time, it also ushered in greater pressure on revenue and management. How to expand other revenue methods after tickets for free? Will it bring other problems? These are worth thinking about.

The coming of "free tide" stimulates the willingness to consume mass travel consumption

Huashan, Changbai Mountain, Huangguoshu Waterfall, Zhangjiajie, Gulangyu ... In the summer, many well -known scenic spots sent "welfare" to tourists, which moved people to go out to see the hearts of the world.

"In my impression, Huashan has almost no tickets. This event allows us to decide to feel the spectacular and curious Huashan landscape." Recently, Mr. Wang, who lives in Xianyang, Shaanxi, made an appointment on Huashan on the Internet early in the morning. Tickets, "There are hiking lines and ropeway lines in the appointment of appointments, but the tickets for hiking are not easy to grab. We make an appointment for the ropeway line and save 160 yuan per person. It is very affordable."

In addition to Huashan Scenic Area, there are many scenic spots to launch discounts such as ticket -free, price reductions, discounts, and issuing tourist consumption coupons, as well as discounts for specific groups such as candidates, local residents, and medical workers.

The Laoshan Scenic Area in Qingdao, Shandong ushered in a large number of parent -child tourists after free votes. Say. Zhang Jing, a staff member of Laoshan Scenic Area, told reporters that in addition to free tickets, the scenic area will also issue a total of about 2 million yuan in consumer coupons. One type of catering and accommodation business households in the scenic area will be distributed, and the other types of tourists will be distributed for tourists.

Since the Guidance Opinions on Improve the Price of Ticket Price of State -owned Scenic Spot Prices for Improve the Price of Ticket Price of State -owned Scenic Area in 2018, the country and regions have continued to introduce the policy of promoting ticket reduction of tickets for state -owned scenic spots for many years. The "Fourteenth Five -Year Plan" Tourism Development Plan proposes to encourage the formulation of subsidy policies such as ticket reduction and exemption of tourist attractions, free opening of off -season, and discount on performance tickets. Tickets for national -owned scenic spots are the general trend.

Since the beginning of this year, the epidemic has been repeated, and the tourism market has been silent for a long time. With the recent "fuse" mechanism of cross -provincial tourism "fuse" from provincial level to county levels, more accurate epidemic prevention and control measures have restored the tourism market to a certain amount of liquidity, and measures such as ticket -free and discounts also bring higher popularity and popularity to the scenic area and Faster consumption growth.

According to statistics, the number of reservations for the first day of ticket -free tickets in Laoshan Scenic Area was 4604, which was more than 6 times the day before the implementation of ticket -free measures. The 3 days of Dragon Boat Festival Holidays received a total of 102,000 tourists, an increase of 40.3%year -on -year. Since the Lushan Scenic Area has implemented a ticket -free policy since June 6, 53,800 tourists received tourists in the first three days. According to the Ctrip platform data, thousands of tourists have reserved Huashan tickets for free through the platform's events. Since June, Ctrip Huashan ticket orders have increased by 278%month -on -month; Zhangjiajie National Park has a cumulative sales of nearly 4,000 tickets. The number of votes increased by 667%month -on -month.

"Summer is a peak tourist season in various places. Scenic areas such as Changbai Mountain, Huashan, Lushan and other mid -range tourists. The annual summer tourism revenue accounts for more than one -third of the annual tourism revenue. The suppression of demand can produce a significant effect on enhancing tourists' confidence, gathering popularity, and rapid increase in passenger flow, "said Han Yujun, an associate researcher at the Institute of Strategic Institute of China Tourism Research Institute.

Fang Zeqian, an analyst at the Ctrip Research Institute, said that preferential policies such as ticket -free tickets can not only enhance the attractiveness and reputation of the scenic area, thereby helping the scenic area actively strive for the summer market. Revenue growth.

Reduce ticket dependence on scenic spots to explore multiple business models

"After we launched a 50%off for candidates and a 50%off activity of tents, many parents call to book a child's graduation party. In just one week after the college entrance examination, we have received thousands of candidates and parents, and revenue increased by 300%year -on -year." Dashan, the head of the "Seventy Five Battalion" in Yangqi Township, Shangli County, Jiangxi Province. After the introduction of ticket preferential measures, they put profit points on catering consumption, music coffee, movie screens, parent -child research and other projects, attracting many young people to check in.

Without ticket income, how does the scenic area increase revenue? How can we promote the "secondary consumption" of tourists in the scenic area? At present, many scenic spots have been exploring more profit points, focusing on catering, entertainment, accommodation, shopping and other factors, driving the consumption growth of supporting facilities in the scenic area and surrounding areas. In the past two years, special gameplay such as night tour and Internet celebrity IP has been welcomed by young people. Many scenic spots combine the current market hotspots to launch new characteristic tourism products to create new camps and holiday places. For example, Songcheng Performing Arts Park, Datang Non -Night City, etc. attract audiences with various high -quality performing arts; the Forbidden City "fire" with creative cultural and creative products throughout the network, cultural and creative products have already exceeded ticket income; Attracting young people by climbing, night tour, Hanfu Festival, music festival, etc., also increased income in previous ticket -free activities.

Under the long -term "ticket economy", the scenic area can "lie down" to make money. Therefore, simple tourism tourism has always been a mainstream tourism form for most scenic spots. In recent years, the impact of the epidemic has severely reduced the passenger flow of the scenic spot. The "head fee" model based on the large passenger flow was unsustainable. The scenic area explores the transformation of the revenue model and has become the "must pass" for future development.

"In the context of the" ticket economy ", the scenic area has accelerated the ability to transform to diversified and open leisure resorts to improve the ability of innovative marketing and high -quality services. It is also the general trend of iteration." Fang Zeqian said.

"Whether there is an epidemic, the scenic area to enhance the diversified business capabilities and expand more revenue channels are important development directions." Jin Jun, secretary general of the Tourism Research Center of the Chinese Academy of Social Sciences, said, "To optimize the revenue structure, it is necessary to use the global tourism. Ideas, transform the scenic spots into a living destination, guide visitors to change the consumption model, and create a comprehensive tourist attraction. "

The Han Dynasty Army pointed out that at present, scenic spots with various factors such as fashion, technology, art, sports, and culture have become the new favorite of tourists, and immersive experiences have become the essential elements of traditional scenic spots and emerging scenic spots. To follow up the new trend of consumption, the scenic area must start from the perspective of long -term value chain, and upgrade from new media marketing, immersive product design, personalized service design, and intelligent service transformation. "The second consumption of target groups will have a good effect. For example, family tourist scenic spots can launch products with diversified, quality, and technology on children's experience projects to promote repetitive consumption of tourists."

The continuous transformation and development of the pressure after free tickets are not a merit.

Regarding the promotion of ticket -free tickets, industry disputes have always existed. Some opinions believe that the initiative has benefited the earliest batch of scenic spots that announced the reduction of tickets, and other scenic spots, especially small and medium -sized scenic spots, will face more competitive pressure. If these scenic spots are in order to compete, follow -up measures to reduce tickets may be taken, and they may cause low -cost competition between scenic spots, and eventually make the advantages of passenger flow in each scenic spot no longer obvious.

In addition, not all scenic spots have the ability to create revenue creation and operation management after free tickets. "At present, there are still many scenic spots that mainly rely on ticket income, and the transformation is not a merit overnight. When the epidemic is serious, no ticket income has made them difficult. The source of income, without the exemption of tickets, will be squeezed in the market. "Jin Zhun said.

"Although there is a certain financial appropriation, our income pressure has always been great. However, as a state -owned scenic spot, we need to respond to the national call. Compared with our own gains and losses, we hope to drive the overall consumption. 'Scenic areas, there are many community residents in the scenic area, and the increase in passenger flow has greatly improved the catering and homestays they operate. "Zhang Jing told reporters how to increase revenue other than tickets will become the topic that they pay more attention to in the future.

At present, many scenic spots reduce tickets to drive consumption through "concession", and also earn popularity and reputation for themselves. This also puts forward higher requirements for the scenic area itself. Only by continuously improving service quality and improving tourists' tour experience can we retain tourists.

From the perspective of Jin Jun, reducing tickets is a test of the operation and management capabilities of the scenic area. On the basis of no income, the scenic area also needs to invest more manpower, increase the cost of cleaning, hydropower, and electricity. risks of. Under the epidemic, it is still an important task for the prevention and control of the epidemic. While carrying out promotional activities to promote tourism consumption, we must also strictly control passenger flow and manage the itinerary information of tourists. Frequently measures such as codes scanning, mobile whistle, and emergency plans require more manpower and material resources, which also tests the management capabilities of the scenic area.

Experts point out that free ticket measures are not suitable for scenic spots with high dependence on ticket income. The scenic area is unprepared "one embrace" free tickets, so as not to cause new problems. It can be seen that the epidemic force the scenic area to accelerate the exploration and change of the "ticket economy" path. In the future, how to increase the ability of the scenic area to increase the ability to resist risk is even more important.

(Reporter Lu Yuanzhen)

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