At present, many regions are making a fuss about scenic spot tickets, aiming to quickly gather popularity. It is also a short-term marketing method for various regions to seize the golden period of summer tourism, which has positive significance for restarting the tourism market. Experts say that whether the price reduction strategy is effective depends on whether tourists buy it.
After the resumption of inter-provincial group tourism, the long-silent tourism market slowly recovered again. In order to attract tourists, various places have released big moves.
For example, Xi’an, Shaanxi, announced that starting from August 1, scenic spots such as Datang Furong Garden and Louguantai Eco-cultural Tourism Resort will open free of charge. More than 80% of all state-owned museums, industry museums, and non-state-owned museums in Xi’an will be open for free. It is open to the public for free, and the Bell and Drum Tower gradually extended its opening hours. Yunnan Province has also issued a notice stating that the tour team can make reservations through the platform of "a mobile phone to manage tourism" and enjoy the relevant discounts in scenic spots across the province. For another example, 81 state-owned scenic spots in Shandong, such as Mount Tai, Sankong, and the First Spring of the World, will significantly reduce their ticket prices from August 1 to the end of the year. Except for legal holidays, 9 5A-level scenic spots are based on the original government-priced ticket prices. Above, all the fare discounts of no less than 50% off...
This wave of free tickets and price cuts quickly attracted the attention of consumers, and many people had the idea of going around. "This time the preferential policies are launched in various places, many of them are'net celebrities'. Free tickets or drastically reduced tickets are very attractive. If you take annual leave, I want to quickly arrange the itinerary." said Wang Xin, a tourist expert in Beijing .
Dr. Han Yuanjun from the China Tourism Research Institute said: “At present, many regions are making a fuss about scenic spot tickets, aiming to quickly gather popularity. It is also a short-term marketing method for various regions to seize the golden period of summer tourism, which is of positive significance for restarting the tourism market in various regions.” The tangible benefits that can be obtained from it are also conducive to the development of the tourism industry and the survival of enterprises. In response to the doubt that price reductions in various scenic spots may generate malicious competition, Han Yuanjun said that the long-term vicious competition in prices caused by ticket reduction or exemption will not occur.
Under the epidemic, the tourism market has undergone severe tests. As the epidemic gradually stabilizes, the tourism market is pressing the restart button. Data shows that after the release of the cross-provincial team travel news, the search volume of Ctrip platform vacations, hotels, civil aviation and other sectors has risen rapidly, and the instantaneous search volume of domestic group tours and free travel has soared by 500% compared with before the opening. Another survey showed that 88% of users have plans to travel across provinces this year.
Zhang Shuai, a salesperson at a travel agency in Beijing, said that recently, consumers inquiring about tourism products have increased significantly, especially for some types of summer resort products. There are indications that the tourism demand accumulated for a period of time is waiting to be further released.
From the perspective of the supply side, whether it is localities, scenic spots, or enterprises, all want to seize the opportunity in the market to accelerate the resumption of the tourism industry, and market competition is bound to become more intense. Experts said that whether it is the reduction or exemption of tickets for scenic spots or the various online and offline marketing activities held in various places, it is nothing more than to attract tourists.
Han Yuanjun said that the current practice of reducing or exempting tickets for scenic spots can be seen as a marketing method to gather popularity, but from the perspective of the development of the tourism industry, bidding farewell to the "ticket economy" and exerting efforts in comprehensive tourism consumption should be a development trend. Under the epidemic, competition in the tourism market has become more intense, which may further accelerate the transformation and upgrading of tourist attractions. "All localities should focus on improving the quality of comprehensive services and value-added services, not just focusing on price competition. To get a head start after the market restarts, it is necessary to innovate tourism marketing methods and change management concepts on the basis of improving epidemic prevention and control work. , To improve from the development of industries and business format innovation."
Experts analyze that after this epidemic, the tourism market will eliminate some entities that want to make quick money and have low service quality, and leave a group of companies with relatively potential for development. This is a beneficial adjustment to the long-term development of the tourism industry.
Our reporter Zhang Xue