Tickets are waived, but revenue has risen instead of falling.
Observed from the perspective of "big tourism", "new tourism" or in-depth tourism, this phenomenon is in line with the law of tourism market development, in line with the needs of tourists and the development of the tourism industry, and has an obvious win-win attribute.
The income of some scenic spots does not drop but rises after the tickets are free, which is a beneficial practice to break the dependence on tickets, opens up a new path for tourism development, and has a very positive demonstration and leading significance.
■Li Yingfeng
From February 16 to March 31, the first tickets of 226 scenic spots in Henan are free for tourists.
In the past two years, many places across the country have successively launched ticket reduction and exemption activities for scenic spots to boost cultural tourism consumption.
After the tickets for some scenic spots are free, the income does not drop but rises.
At present, many scenic spots are exploring to get rid of the ticket economy and vigorously develop various secondary consumer products such as ropeways, rock climbing, performing arts, and cultural and creative products.
(According to a February 20 "Worker's Daily" report)
Tickets are waived, but revenue has risen instead of falling.
According to the traditional ticket dependence or ticket economy thinking, this is an abnormal phenomenon, but observed from the perspective of "big tourism", "new tourism" or in-depth tourism, this phenomenon is normal and conforms to the law of tourism market development , in line with the needs of tourists and the development of the tourism industry, with obvious multi-win attributes.
The income of some scenic spots does not drop but rises after the tickets are free, which is a beneficial practice to break the dependence on tickets, opens up a new path for tourism development, and has a very positive demonstration and leading significance.
For a long time, many scenic spots have been highly dependent on ticket revenue, regard ticket revenue as the main source of income, and always maintain a high ticket price.
However, the price of tickets is contradictory, which is a double-edged sword. If the price of tickets is too high, it will inevitably increase the travel burden of tourists and affect people's willingness to travel to a certain extent.
In this way, calculating small accounts, calculating current accounts, and maintaining high ticket prices may bring considerable income to the scenic spot, but when calculating large accounts and long-term accounts, the scenic spot may have lost the development momentum and potential of transformation and upgrading, and lost development space. .
However, the scenic spot has changed its concept by subtracting the tickets and adding the comprehensive tourism benefits.
In recent years, the tourist concept of tourists has been constantly changing. Many tourists are no longer satisfied with pure sightseeing and check-in in a certain scenic spot, and are no longer satisfied with "visiting here", but prefer comprehensive experience, multi-experience and in-depth experience. .
If the scenic spot can reduce the entry threshold of tourists by reducing the entrance fee and free of charge, and adapt to the new tourism needs of tourists, actively develop tourism secondary consumption products, continuously enrich the consumption choices of tourists, and improve the tourism quality and experience of tourists. Attract more tourists and promote diversified consumption of tourists.
Tourists' consumption in other links other than tickets can make the scenic spot "loss within the embankment and make up for the outside of the embankment", and even allow the scenic spot to obtain comprehensive income higher than the ticket revenue.
The income of some scenic spots after the tickets are free has not fallen but has risen, which strongly confirms the rationality and usefulness of this tourism development model and the necessity of breaking the dependence on tickets.
In fact, breaking the dependence on tickets is not only conducive to the narrow development of scenic spots, but also to the broad development of industries such as transportation, catering, accommodation, and shopping associated with scenic spots, and is conducive to the comprehensive development of local economies.
From this point of view, the reduction and free admission of scenic spots can produce a wide range of social benefits, and it is very worthwhile for some places to provide subsidies for scenic spots with reduced admission fees.
In some scenic spots, after the tickets are free, the income does not drop but rises, allowing us to see the path and hope for the tourism market to switch from the old track with the ticket economy to the new track.
In recent years, the National Development and Reform Commission has led several rounds of price reductions in scenic spots. It is expected that the positive effect of free tickets for some scenic spots in various scenic spots will give rise to the "internal motivation" of reducing ticket fees and free tickets, and will make more efforts to eliminate the dependence on tickets. Great sincerity, take a bigger step, and use more income-generating thoughts in addition to tickets, in the diversified development of tourism products, in ensuring the quality of tourism services, and in improving the tourist experience of tourists.
It should be emphasized that after the price of the first ticket is reduced or free, the pricing of related secondary consumer products should also be fair, reasonable, and honest, and should also strictly follow legal rules such as clearly marked prices, and strictly control disguised price increases and no In order to increase the price in order, we cannot use the "wool" of consumers, such as second-order tickets or secondary consumer products.
In this regard, cultural tourism, market supervision and other departments should also strengthen supervision, standardize the marketing behavior of scenic spots, ensure that tickets for scenic spots are reduced or free to bring real benefits to tourists, and inject healthier, stronger and more lasting into the development of the tourism market. vitality.