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Cultural Tourism Benefits Author of this article: Zhang Qian (Emei Peak) 2018-03-06
In the context of global tourism,It is a foregone conclusion that ticket prices for key scenic spots will be reduced,Only waiting for the details to be released,This is the clearest requirement now,In fact, many key scenic spots have been trying to get rid of their dependence on tickets,However, lowering ticket prices will have an impact on scenic spots that are slow to act and have low awareness。
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In the context of global tourism,It is a foregone conclusion that ticket prices for key scenic spots will be reduced,Only waiting for the details to be released,This is the clearest requirement now。

One logic that forces the transformation of key scenic spots is,Use the overall income from "food, accommodation, travel, entertainment and shopping" to drive consumption growth within the area radiated by the scenic spot,This is the point of global tourism。Of course,The broader macro background lies in the objective needs of supply-side reform,Golden Week holiday launched as before。

In fact, many key scenic spots have been trying to get rid of their dependence on tickets,However, lowering ticket prices will have an impact on scenic spots that are slow to act and have low awareness。

Zhihui wants to support the policy of reducing admission tickets,The general trend is not flattering。

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Without a doubt,Reducing ticket prices will affect overall ticket revenue。Take Mount Emei, one of the famous mountains, as an example,Public data shows that Emeishan implements differential fares in off-peak and peak seasons,Peak season 188bet online sports betting ticket price 185 yuan per person,The off-season ticket price is 110 yuan per person。The number of people buying tickets to the mountain in 2017 for Emeishan Operating Company Emeishan Co., Ltd. was 319.140,000 people,Ticket revenue for the year was 4.57.8 billion yuan,The average ticket price per capita is 143 yuan。

It’s worth noting,The number of people buying tickets to Mount Emei has changed slightly in the three years from 2015 to 2017,This also reflects that the number of tourists in some scenic spots + 5A scenic spots is stabilizing。If the ticket price drops by ten yuan every time,When the number of visitors to the mountain is roughly stable at 3 million,The annual ticket revenue of Mount Emei will be reduced by 30 million yuan,The costs of water, electricity, kerosene, labor, etc., which account for a large proportion of the cost, will only increase rather than decrease,The same goes for maintenance costs。

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Emeishan

In the single business area of ​​tickets,There is a certain cost pressure in the scenic area。

But the ticket price is reduced,Whether it will bring more tourists?Relying on small profits but quick turnover to cover existing costs?Even promote the inherent business of scenic spots such as ropeways、Transportation、Catering、Overall accommodation income?The answer is that it is possible。

1、Reducing ticket prices will directly stimulate grassroots people who are more price-sensitive,However, it needs to be considered whether the general public who are flocking to the city can make up for the reduced income in quantity。Emei Feng has previously written about an antique scenic spot in Henan, Qingming Shanghe Garden, in the fifth issue of Zhihui's "Destination Success and Failure Examination",This scenic spot seems 188bet sports betting app download to explain some problems。

Discovery of Emei Peak,The ticket price for this scenic spot has been set at 100 yuan per person since November 10, 2015,Previously, for nearly 10 months every year, the ticket price of Riverside Garden during Qingming Festival was 120 yuan per person。Reduced ticket prices brought 2.77 million tourists to this scenic spot in 2016,Year-on-year growth reached 8.11%。On the one hand, the number of tourists has increased significantly,On the other hand, ticket revenue from scenic spots still declined slightly,Other business income showed a significant growth trend,Including performing arts、Ancillary services and other services have an increase of ten points。

Ticket reduction,Surge in tourists,The correlation between the two is extremely obvious。Performing arts in non-ticket business in scenic spots、Ropeway、The transportation business will usher in a rare period of growth。

2、Compared to the ticket business,Ropeway、Performing Arts、The gross profit of the glass plank road is higher。With reduced ticket prices、Surge in tourists,These businesses can be expected to grow。However, if the scenic spot only relies on these inherent businesses,The food looks ugly too!The reason is very simple,These services have limited carrying capacity,There is not much room for expansion。Can be expected in the short term,What about the long term?

Regardless of mountain scenic spots or historical and cultural scenic spots,Tickets、Ropeway、Delivery、Performing Arts、Accommodation、The many forms of derivative catering are the best way to operate scenic spots。This is a great test of the trader’s cultural and tourism operation capabilities,The content operation as a bridge behind this is crucial。

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There is a sea of ​​stars behind the ticket price reduction

This subtitle is a bit chicken soup,But the starry sea here is content operation,Or it can be called business operation。

From an industrial perspective,Most of the key scenic spots are state-owned,Especially mountains、Mainly historical and cultural scenic spots,Scenic spots are too dependent on ticket revenue, resulting in content operations that have been hesitant for many years,Emerging business formats are difficult to effectively graft,Reducing tickets will force the transformation of scenic spots,Promote emerging business formats, especially sports and outdoor、Entertainment、Culture and Creativity、The development of entertainment and many other content industries。

An interesting example,Last year, the country selected nearly 30 pastoral complexes as pilot projects in many provinces and regions,Three-year cycle,There are tens of millions of subsidies from all levels of finance every year。

But you will find out after a simple combing,Most of the early construction units and later owners of these pastoral complexes are state-owned enterprises,And most of these state-owned enterprises do not have long-term cultural tourism operation experience,Refined operation is out of the question。When these pastoral complexes are completed,It requires a large amount of non-real estate social capital to enter,According to the terminology of the cultural tourism industry, these social capitals are the owners of new businesses,Content operator。 

Three years later,These national pastoral complex pilot projects will face the final test,They will need to camp without changing their original form、Study Tour、RV、Sports and other 188bet app outdoor sports;Different types of performing arts programs that require a variety of low costs;Animation IP implantation project that requires parent-child characteristics;Need folktale activity;Need a B&B that matches the tone, etc.........

Land in key scenic spots、There are many restrictions on the use of forest land,The simple real estate model is not suitable for traditional mature scenic spots。

But on the other hand,The available physical space in these scenic spots is still huge,There are endless new business formats and new contents that can be implanted。 

In content with higher frequency of activities,There are many music festivals in China、Outdoor special events can be introduced,Folklore or religious activities that operate according to product-oriented ideas also have the possibility of being naturally embedded in mountain scenic spots。 

Objectively speaking,The ticket mode also carries a ropeway、Plank Road、Transportation and other services,It is difficult for these businesses to feed back the ticket economy,From a larger perspective,These businesses belong to the large ticket economy。 

Under the general trend of declining ticket revenue,It is urgent to break the economic dependence on tickets and form complementary resources and content,Shifting from emphasis on planning to emphasis on cultural tourism operations can be called a long-term strategy。

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