The original 40 yuan ticket is only 5 yuan now - since July 1, the ticket price of Shijiazhuang Botanical Garden has been reduced to nearly one percent of the "floor price", making the park more popular. Not only many Shijiazhuang citizens came to clock in, but also attracted tourists from Yangquan, Taiyuan, Jinzhong and other neighboring places.
It is not difficult to find out from the news that since summer, many scenic spots in China have started the ticket exemption mode. Among them, there are many popular scenic spots, such as Huashan Mountain in Shaanxi, Lushan Mountain in Jiangxi, Gulangyu Island in Xiamen, and the relief period can be as short as one month and as long as half a year. Netizens sighed: "Poetry and distance have never been so close to people."
For a period of time, the phenomenon that the tickets of the scenic spot "will rise every festival" and "the price will rise in peak season" has been criticized. According to data, nearly 50% of 249 5A scenic spots nationwide have ticket prices exceeding 100 yuan; According to the survey, about 70% of tourists first consider the ticket price when choosing a tourist destination.
The above two sets of data illustrate at least three problems: first, most scenic spots still rely heavily on ticket economy; Second, ticket prices remain high, which is not conducive to reflecting the public nature of state-owned scenic spots; Third, the thinking pattern of "lying and winning" by selling tickets has become a stumbling block to the high-quality development of tourism.
The epidemic has repeatedly made the tourist market cool for several times in autumn. For some scenic spots, ticket reduction or exemption is a helpless choice to restore the passenger flow. However, this down-to-earth welcoming attitude shows that the scenic spot is gradually giving up its economic dependence on tickets, which is a rare opportunity to promote the scenic spot iteration and explore diversified revenue.
After years of development, the tourism market demand and tourists' psychological expectations have undergone fundamental changes. In particular, the new generation of consumer groups are more concerned about the novelty, comfort and cultural sense of experience. What makes tourism economy more than a small ticket. According to the analysis, the benefits of the tourism industry chain include accommodation, transportation, shopping and the social wealth created indirectly, which is about 7 times of the ticket value.
From this point of view, tickets are like "small sesame" to the overall tourism economy. The real "big watermelon" is the industrial chain extended from the tourism market: it is the full number of hotels, the sales of local specialties, the popularity of special catering, and the "easy to buy" of cultural and creative products. From the recent hot sale of "Changxin Palace Ice Cream" in Hebei Provincial Museum to the overnight popularity of "Horse Stepping on Swallow Dolls" in Gansu Provincial Museum, isn't this all the income of tourism economy?
The ticket deduction is not just a "subtraction" problem, but also supported by a series of "addition". Since the West Lake scenic spot cancelled its entrance ticket in 2002, Hangzhou's total tourism income has increased nearly six times. The Daming Lake Scenic Area was fully opened for free in 2017, and Jinan tourism entered the era of "Daming Lake+". Practice has proved that a free ticket plays a role of "diversion", prolongs the consumption chain and drives urban development.
With more and more domestic scenic spots carrying out the policy of low price or even free ticket, it is sooner or later to say goodbye to "ticket dependence". Instead of passively giving up the ticket economy, it is better to start early and win the first hand. More qualified scenic spots in Hebei may as well take the initiative to put down their positions, seize the time window and promote the upgrading of business types. A scenic spot that has the ability to get rid of "ticket dependence" can really read the business philosophy and get a clear account.
