The construction of smart scenic spots brings new experiences to tourists (consumption window·creating a new digital life ④)
With the application of new technologies such as the Internet, big data, and artificial intelligence in the tourism field, smart tourism characterized by digitization, networking, and intelligence has become a new driving force for the high-quality development of the tourism industry.
The "14th Five-Year Plan" and the 2035 long-term goal outline put forward "in-depth development of mass tourism and smart tourism" and "strengthening the construction of smart scenic spots."
How can smart tourism improve the tourist experience?
In the future, what aspects will be needed for the intelligent development of scenic spots?
Recently, the reporter conducted an interview in Huangguoshu Scenic Area, Anshun, Guizhou.
Entering the park——
Time-sharing appointments, face recognition, no long lines to buy tickets
In mid-June, it rained for several days.
Seeing that the amount of water in the waterfall increases, the Huangguoshu Scenic Area has ushered in the traditional peak period of passenger flow.
At 10 o'clock in the morning, the reporter went to the ticket gate of the new city of Huangguoshu Scenic Area.
Although real-time data showed that the number of people entering the park on that day was close to 10,000, there was no queue of tourists at the entrance of the scenic spot.
At the gate of the ticket gate, the tourist first swipes his ID card and then performs face recognition, and then the gate opens automatically. The whole process only takes a few seconds.
Dozens of tourists who got off a tourist bus were scattered through more than 20 ticket gates lined up to complete the ticket check-in in less than one minute.
"It wasn't like this before! Don't look at this place is quite spacious. In the peak seasons in previous years, it was not enough for tourists standing in line to buy tickets." Pointing to the square in front of the ticketing center of the scenic spot, Zhang Mu, the assistant chairman of the Huangguoshu Tourism Group, said.
As the first batch of 5A-level scenic spots in my country, the Huangguoshu scenic spot has received more than 5 million tourists annually.
Especially in the tourist season, tourists will reach the upper limit of 35,000 visitors almost every day, and the time for tourists to enter the park is relatively concentrated.
In the past, 80% of visitors would concentrate on entering the park from 10 am to 2 pm.
In this way, the contradiction between the limited capacity of the scenic spot and the instantaneous surge in demand for tourists has become prominent.
One day in the peak tourist season in 2018, the Huangguoshu Scenic Area Ticketing Center started selling tickets at 6 a.m., but at 4 a.m., three and three floors were crowded with tourists queuing to buy tickets.
At 7 o'clock in the morning, the scenic spot sold nearly 20,000 tickets.
By 12 noon, the tickets had been sold out on that day, and there were still more than 10,000 tourists waiting in line to buy tickets.
With so many tourists crowded together, there is no small safety hazard.
In the peak tourist season of 2018, all the staff of Huangguoshu Scenic Area went into battle every day to maintain order at the ticket gates and wickets.
After breakfast, many staff members did not dare to drink their saliva and were afraid of going to the bathroom.
The visitor experience is also very poor.
In order for tourists to enter the park smoothly, they have to get up early, spend hours queuing to buy tickets and then to check in.
To prevent tourists from queuing to buy tickets, it must be online!
On May 1, 2019, the Huangguoshu Scenic Spot began to implement the real-name system for time-sharing reservation ticketing; on June 6, the time-sharing reservation ticketing system for nine time slots throughout the day was officially implemented in the scenic spot.
It takes a process for tourists to adapt to booking tickets.
At the beginning, some tourists did not understand when they were told that they could not buy tickets on the spot after they arrived at the scenic spot: "I have come here, how can I not let in?" For this reason, Huangguoshu Scenic Area puts the service in front of the site through the Huangguoshu Smart Tourism Power Channels such as "fast roaming" on the business platform inform tourists in advance how to come to the scenic spot and how to make an appointment to visit, so as to help tourists better understand and adapt to the reservation ticket system.
Through various efforts, the ticket purchase and admission experience of Huangguoshu Scenic Area has been greatly improved, and the transition from "long queues for 10,000 tourists" to "no queuing for 30,000 tourists" has been realized.
By car——
Real-time display, intelligent dispatch, smooth and orderly traffic in scenic spots
In the background terminal of the Huangguoshu Smart Scenic Area Operation Management Command and Dispatch Center, click to enter the "Smart Dispatch Platform-Sightseeing Car Dispatch", and every sightseeing car in the scenic spot can be displayed on the smart big screen in real time.
Then click on the vehicle on the big screen to view the vehicle's vehicle number, driving status, real-time location, today's mileage, how many passengers it is carrying, and the status of the driver.
After tourists arrive at the scenic spot, the most ideal experience is to be able to see the core landscape in the shortest time.
What the scenic spot needs to do is to rationally mobilize various resources to help tourists shorten unnecessary waiting time.
In Huangguoshu Scenic Area, due to the long distance between scenic spots such as the Great Waterfall, Steep Pond, and Tianxing Bridge, tourists must take a sightseeing bus to and from the entrance and the various scenic spots.
The reporter saw at the pick-up point of Tianxing Bridge in Huangguoshu Scenic Area that several sightseeing buses stopped neatly at the pick-up point of tourists.
Tourists who are going to leave after visiting the attraction can get on the bus directly to the next attraction after arriving at the bus stop, basically without waiting in line.
"Compared with before, the ride experience is so much better now!" Li Jinrong, a tourist from Shanghai, is visiting Huangguoshu Scenic Area for the second time.
In the summer of 3 years ago, the impression of Huangguoshu Scenic Spot on Li Jinrong was not very good: it took more than an hour to queue up to buy tickets, and it took more than an hour to line up for each scenic spot. Time was spent in queuing. You can only visit the flowers.
The tourist experience is not good, and the staff is also hard.
Every peak season, the sightseeing bus stops are very crowded.
The staff needs to hold big loudspeakers and shout to guide the tourists to line up. At the end of the shouting, their voices are so dumb that they can't utter a word.
It is often busy until more than 10 o'clock in the evening before the sightseeing bus can send all the tourists out of the scenic spot.
The crux of the effortlessness is not enough intelligence.
In the past, the sightseeing car dispatch center collected vehicle information by walkie-talkie, then used a pen and a notebook to record, and then transmitted the dispatching instructions to the boarding point and the driver through the walkie-talkie.
Because the real-time information of the entire scenic spot is not mastered, it is difficult to achieve effective scheduling.
It is often the case that every bus stop is reporting that there are many tourists and the need for sightseeing vehicles, but no one can figure out where the vehicles are and where they should be sent.
After the intelligent transformation, the sightseeing car is not only a transportation tool, but also a management tool.
On the basis of grasping the real-time data of tourists and sightseeing cars, the dispatch center can efficiently dispatch sightseeing cars: when there is a concentration of tourists at the boarding point, sightseeing cars can be dispatched to evacuate the passenger flow at any time; when the passenger flow in one direction is crowded, the running route of sightseeing cars can be adjusted immediately. Let tourists go first to visit attractions with relatively few people.
The situation of communication through walkie-talkies has also been greatly improved.
The "Scenic Spot Manager" mobile phone APP independently developed by the scenic spot is installed in the mobile phones of the staff of the scenic spot.
After entering the scenic spot, every staff member can realize the real-time video connection with the command center through the APP, so as to report information and respond in time when an emergency occurs.
The reporter saw at the scene that on the viewing platform in front of the Huangguoshu Waterfall, the crowds and footsteps in the past disappeared. Tourists enjoyed the beautiful scenery and took photos in front of the waterfall in an orderly manner.
tour--
Smart products, diversified services, richer travel experience
In the conspicuous location of each scenic spot in Huangguoshu Scenic Area, you can see a QR code of the Huangguoshu Scenic Area Self-guided Guide System with "WeChat Scan Code, Free Guide".
Use your mobile phone to scan the code to enter the system, and you can listen to the voice introduction of the scenic spot.
The reporter saw at the scene that many tourists would use this service with their mobile phones.
The small QR code is a microcosm of the wisdom of Huangguoshu's tourism products.
In the final analysis, smart tourism is to improve the experience of tourists, and smart tourism products are one of the important contents.
Nowadays, with the improvement of income level and the development of the tourism market, people's tourism consumption needs are constantly escalating, and the requirements for tourism experience are higher: not only to visit here, but also to experience in depth; not only to see the scenery, but also to taste the culture.
Even for scenic spots like Huangguoshu that are dominated by natural scenery, I hope to have more cultural flavor.
In the past, in Huangguoshu Scenic Area, tourists could only find the guide of the scenic area to listen to the explanation.
The off-season is okay. In the peak season, the number of guides is limited, and it is common for tourists to wait in line.
Now, tourists can listen to the audio explanation for free by scanning the QR code with their mobile phones. Not only can they scan and listen, they can also listen to it repeatedly.
At present, Huangguoshu Scenic Area is constantly exploring the wisdom of tourism products, and new products such as virtual reality and augmented reality will be launched soon to provide tourists with a richer travel experience.
For scenic spots, the tourist data accumulated during the online ticket booking process can not only help scenic spots better mobilize resources, but also play a greater role in improving tourism products.
In the past, where the data came from was a problem.
For example, in order to obtain data on the origin of tourists, in the past, staff had to stay at the exit of the expressway, look at the license plate and draw straight characters.
Even so laborious, you can only get some rough data.
Now, in the system of the operation management command and dispatch center of the smart scenic spot, click "Analysis of the source of tourists", the ranking of the number of tourists from different provinces, as well as the total number, proportion, year-on-year increase and other data are clear at a glance.
Based on this data, scenic spots can more specifically adjust catering, accommodation, tourism and cultural and creative products and other supporting products and services to better match the needs of tourists from different sources.
Tourism is a comprehensive industry, and tourism consumption is also a collection of a series of consumer behaviors.
The construction of smart scenic spots must have the vision of "tourism destination operation", from "waiting for guests to come" to "attracting guests to come", from "playing well" to "high-quality consumption in all scenes". Only in this way can tourists stay on the road. Seeing the good scenery, I have a good mood all the way.
After the Huangguoshu Scenic Area implements time-sharing appointments, many tourists who make an appointment to visit in the afternoon will use the morning time to visit the surrounding scenic spots.
To this end, Huangguoshu Tourism Group has integrated and mobilized surrounding resources, activated and optimized resources such as accommodation, catering, transportation and rural tourism, and strived to improve the consumption experience of the entire chain through intelligent development.
At present, Huangguoshu Scenic Area is continuing to accelerate the promotion of intelligence; at the same time, the scenic area is trying to cooperate with many scenic spots in Guizhou Province and across the country, so that the experience and exploration of smart tourism can be promoted and applied on a larger scale, and big data is used to deepen the purpose of tourism. Local life service.
"Smartization is the means, and quality is the goal." said Wu Shenghong, chairman of Huangguoshu Tourism Group. The group will focus on the new trend of tourist consumption upgrades, continue to deepen the exploration of smart tourism, and provide consumers with more high-quality tourism products and services.
From a national perspective, 5G, big data, cloud computing, artificial intelligence, virtual reality, augmented reality and other new-generation information technologies are accelerating the application in the tourism field, and the construction of smart scenic spots and smart rural tourism is developing rapidly.
In terms of ticket reservations, the popularity of online travel reservations is getting higher and higher.
At the same time, various localities are actively exploring the mode of smart tourism public service platform, such as "one machine tour" and "one code tour" to provide tourists with diversified experiences and services.
In addition, many scenic spots and museums have developed online digital experience products, allowing tourism resources to "live" with the help of digital technology, and cultivate new business formats such as cloud tourism, cloud performance, cloud live broadcast, and cloud exhibition, creating a new immersive travel experience. Scenes.
Our reporter Wang Ke