The just-concluded Spring Festival travel season，Looking at the booming crowds and beautiful tourism data，It seems to indicate that China’s tourism industry, which has been dormant for three years, is beginning to recover，Return to“Big brother on the list”Location，Dayou“The Return of the King”Weather。The sudden return of tourists disrupts the pace of welcoming guests in the scenic spot，Let it be abandoned、The increasingly unfamiliar“Martial Arts”In a hurry，Various tourism chaos reappears in the world。

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The Purgatory tourism industry has lost a lot of talent in three years，Management、The service level is also rusty due to the lack of fighting skills for a long time，Reacts slowly when faced with large passenger flow，During the Spring Festival, the crowds are like a sea，Complaints on the rise，For example, tourists in Laojun Mountain, Henan Province are stranded and shout ";Refund”。 

Tourists stranded on the top of Laojun Mountain Source: Qianjiang Evening News

Retaliatory charges

Maybe I have gotten used to the epidemic for three years“Guerrilla fighting”，The rush to plant and harvest mode is solidified，Seize every opportunity、Opportunity to make revenue，The bottom line and long term of 188bet app download business are no longer some scenic spots、A must for merchants，After all, living is important。The sound of sharpening knives is everywhere during the Spring Festival，Some are the media’s attention grabbers、Diversion traffic，Didn’t work well，Not enough care for the restorative market，Some businesses have gone too far，It is understandable that it is slightly more expensive due to the increased cost，But if Xi’an’s 50 yuan stew has no meat，6 noodles for 20 yuan，4 vegetables in Beihai for 1,500 yuan，It’s hard to escape the suspicion of robbing customers。

Word cloud of public opinion information on catering consumption during the Spring Festival. Source: China Consumers Association

There are also hotels and B&Bs with starting prices，Price increased 14 times in half a month，The integrity of business and the supply and demand relationship of the market become pale and powerless at this moment。A healthy tourism market requires the government to take the initiative，Obviously damaging the market image，Unscrupulous businesses that are detrimental to long-term development need to be punished with heavy blows。

The number of complaints in the tourism and accommodation industry increased significantly during the Spring Festival. Source: Black Cat Complaints

New market structure of tourism consumption

According to "China Tourism Yearbook"，Chinese travel users when visiting domestic scenic spots，The proportion of people who spend money on catering is 78.60%；The proportion of people who spend money on shopping is 70.80%；The proportion of people who spend money on transportation in scenic spots is 58.70%，It can be seen from this，Tourists eating and drinking in the scenic spot、Transportation、The consumer willingness to consume consumer products such as travel products is very strong。

188bet online sports betting Products that Chinese travel users hope to purchase through online travel websites. Source: iResearch

Only when you are the master of your own environment，Consumption has become more necessary and costs are ignored。The silence of the epidemic is precisely the exchange of time for space for upgrading tourism consumption，Making ever-present consumption more possible、More obvious、Easier to implement。For example，Creation of field immersive environment，Build a more comfortable one、A more personalized space environment。The clarity of the narrative texture of the cultural tourism project released after the reorganization of the spatial structure，Introducing the storyline、Bringing in role-playing, etc.，Rental and sales business generated during the tour (such as clothing rental、Makeup、Commercialization of props、Immersive script killing, etc.) tourism consumption came into being，Generate new tourism consumption pole，And under the guidance of NPC (who is both a tour guide and a host) experiential business products are gradually moving closer to entertainment and experience，The degree of participation deeply connects tourists and scenic spots、Scenic spots and operators、Operators and products、More complex and diverse participation and innovation between tourism products and narrative nodes。

Break the barriers of scenic spots and make tourism consumption everywhere

In the traditional sense，The scenic spot has a higher threshold，A tourism carrier with complex attributes，The positioning of the carrier just inhibits the in-depth development of scenic spots and product innovation，An important constraint between the activation of the effectiveness of derivative products in tourist attractions 188bet Online Sports Betting and Casino and the leisure and entertainment lifestyle of tourists who choose entertainment needs，And usually，The cultivation of scenic area business formats is relatively slow，The creation of core IP requires market trial and error，How to give tourists a“should”Reason for consumption？

The quality and diversity requirements of mass tourism coexist，Tourism consumption needs to shorten the distance between tourists and tourism，Let travel start anytime、Appear everywhere，It has even become an important direction in normal life where you can often enjoy quality services and emotional counseling。Like Changsha Super Wenheyou，The Twelve Hours of Chang'an in Xi'an、Guitang Tower，Tangshan Banquet in Hebei, etc.，They are all trying to get closer to the people through tourism and culture，Become an integral part of life，Maybe it will become a way to spice up daily life in the future。From tourism life to lifestyle tourism，This is a major reform in the tourism consumption pattern。

Changsha Super Wenheyou Picture Source: Sanlian Life Weekly

Chang’an Twelve Hours Source: Voice of Xi’an Culture and Tourism

Guitang Tower  Source: Datang Evernight Group

Tangshan Banquet Source: Tangshan Cultural Tourism

Socrates:“Leisure is the best wealth”

The beginning of 2023，We have come from the joy of the Year of the Rabbit，When Chinese people talk about rabbits, they always mean "";Move like a rabbit”，Meaning the rabbit’s agility、Flexible，This is also true for the tourism industry for quite some time in the future，View market demand flexibly and seize opportunities，Reacting quickly according to supply to drive demand is the main principle, under this general principle,Profound understanding“Leisure Travel”Consumption，The author believes that this is the main direction for the recovery and development of the tourism industry。

Phoenix Plains

Longqi Valley Scenic Area

There is a Phoenix Plateau in Qingyang, Gansu、Longqi Valley Scenic Area，is a boutique B&B with 29 rooms and 1.5 square kilometers of glacial frozen soil Danxia landform scenic area，On the plateau with northwest characteristics、A landscape and countryside built in a pile of earthen kilns。Such a scenic spot，In terms of the characteristics of the scenic spot，The advantages are not outstanding，But because of its continued investment、The shaping torque of management，Gradually changing the tourism pattern of the entire Puhe River area，Become a tourism industry rich place and industrial engine in Xifeng District, Qingyang，Change a“Cold pot and cold stove”speculated“Businessmen and customers are prosperous”，The key is to catch the“Casual”Two words，Leading investment drives confidence from all parties，Become the first choice for leisure vacation for Qingyang urban residents。