After the restart of inter-provincial tourism, many places across the country have launched preferential policies for scenic tickets——

  How much effect can the ticket reduction and exemption bring?

  Our reporter Tang Shu

  Recently, Hubei Province announced that from August 8 to the end of this year, nearly 400 A-level tourist attractions in the province will be free of tickets for tourists from all over the country, causing concern. Many netizens said, "It's great, you need to plan well, and all check in" "You must go and see"...

  Not long ago, the Ministry of Culture and Tourism issued the "Notice on Promoting the Expansion and Resumption of Work and Resumption of Tourism Enterprises", and cross-provincial tourism pressed the restart button. Currently, many provinces and cities across the country have issued preferential ticket policies to stimulate tourism consumption and promote the recovery of the tourism market. Ticket discounts, what is the effect on the development of tourist destinations?

  Regions where preferential policies have been introduced, the popularity has recovered faster

  0 yuan, 1 yuan, 50% off...Since the summer vacation, many scenic spots in China have set off a wave of ticket price reductions and even free tickets.

  The reporter combed and found that there are many well-known tourist destinations and scenic spots that implement preferential ticket policies.

  As early as June, the Yunnan Provincial Department of Culture and Tourism issued a notice specifying the specific measures that 136 A-level scenic spots with government-guided prices will provide free admission for tourist teams; Xi’an, Shaanxi proposed that from August 1st, Tang Furong Garden, Scenic spots such as Louguantai Eco-cultural Tourism Resort are open for free; 81 state-owned scenic spots in Shandong Province implement a discount of 20% to 50% on tickets; Guizhou Province also introduced a half-price discount policy for A-level scenic spots in the province in the second half of the year.

  Data shows that in the process of opening up cross-provincial tourism, regions that seize market opportunities and launch initiatives to revitalize tourism consumption tend to recover more quickly.

  On the online travel platform, the search volume of relevant price reduction and ticket-free scenic spots has increased greatly. Among them, the search volume of Shandong, Guizhou, Yunnan and other places have increased the most.

  After Suzhou launched the "One Yuan Garden Tour·Millions of Gifts" event on July 31, more than 10,000 people went to Suzhou's major gardens and scenic spots on August 1 alone; on the first day after 12 scenic spots in Qingdao were free for all tourists 31,615 visitors were received.

  Wu Ruoshan, a special researcher of the Tourism Research Center of the Chinese Academy of Social Sciences, believes that the free or reduced price of scenic spots is a promotion method adopted by various regions to release tourism consumption demand, and seek greater benefits for destination tourism-related industries through local losses in the scenic spot industry.

  Supporting facilities and service quality cannot be ignored

  "Decreasing ticket prices can stimulate consumption, especially for students or people with average income. It is a good promotion." Jiangxi Zhanwei, who recently visited Shanxi, just caught up with the free ticket discount for scenic spots. He said that although tickets only account for a small part of travel expenses, if the price is too high, it will be considered whether this attraction is worth the money to visit.

  However, some consumers worry about whether the corresponding supporting facilities and service quality can keep up with the increase in the number of tourists due to the drop in ticket prices.

  A tourist in Datong, Shanxi, told reporters that it is difficult to reserve tickets for Yungang Grottoes, and it is even difficult to get tickets until early in the morning. After the launch of the free open event booking platform for Wuhan's A-level scenic spots, the number of visits instantly exceeded 7.5 million, and the booking platform was squeezed to Caton.

  Some consumers also said that they value service quality and travel experience more than ticket prices.

  According to Guo Rui, a veteran travel enthusiast, if a scenic spot has a poor experience and lacks cultural connotation, the attractiveness of ticket price reduction is not great. "For some foreign tourists, some traditional scenic spots have to'check in' even if the tickets are more expensive. Therefore, the upgrade of tourism services is the key to driving tourism consumption."

  Cai Yun, the founder of the private customized travel company Wuer Travel, said that while stimulating consumer travel through policies such as price reductions, it is also necessary to evaluate the reception capacity of scenic spots. The surrounding catering, entertainment, interactive and other supporting facilities must keep up. At the same time, it is necessary to conduct in-depth analysis and research on the target customer group, and carefully design the corresponding play items.

  Ticket reduction cannot be one size fits all

  The reporter learned that at present, for most scenic spots, tickets are still the core component of revenue. Many experts said that ticket reductions cannot be one size fits all.

  The relevant person in charge of Liangchen Cultural Tourism said that different income models of scenic spots have different dependence on tickets. For scenic spots that are highly dependent on ticket revenue, the implementation of strict epidemic prevention and control and passenger flow control measures is an important cost item, which will cause greater pressure on the revenue of the scenic spot; for scenic spots with more diversified revenue models, ticket reductions It is conducive to the rapid increase of passenger flow, driving secondary consumption, related consumption and peripheral consumption.

  Can ticket reductions be normalized? Liu Simin, director of the Tourism Research Institute of the Cultural and Creative Industry Research Center of Beijing Foreign Studies University, believes that ticket reduction is a temporary measure to deal with the epidemic, and it is more about short-term marketing to gain popularity.

  "Scenic spot ticket discounts are a special means in a special period. Product and service innovation is the focus of enhancing the tourist attraction of various places." Wu Ruoshan said.