What will 11 A-level state-owned scenic spots bring to Jinan？ Expert： After the free ticket, you still need to upgrade the service experience.

Tourists take photos and punch cards in Hong Yegu, Jinan.

　　Since January 12th, Jinan announced that 11 A-level state-owned scenic spots are free of tickets, the new trends have been constant: some scenic spots receive 2000 people’s reservations a day, and some non-state-owned scenic spots have also begun to announce free tickets … …

　　Can free tickets in scenic spots effectively incite the Spring Festival tourism market to pick up? What advantages and challenges will it bring to Jinan? New Yellow River reporter interviewed scenic spots, tourism practitioners, relevant departments and industry experts.

　　There are scenic spots that receive 2000 online reservations one day.

　　In the past two days, A-level state-owned scenic spots, such as Baotuquan Park, the first spring in Jinan, Hong Yegu Eco-cultural Tourism Zone and Jinan Wildlife World, which are free of charge, have announced the reservation details one after another, and Hong Yegu has opened the reservation channel.

　　What’s the effect? According to relevant sources in Hong Yegu, since the reservation channel was opened at around 12:00 noon on the 14th, as of 10:30 am on the 15th, about 2,000 people have made online reservations.

　　"Although the ticket revenue has decreased, with the arrival of more tourists, secondary consumption can make up for certain losses." According to the above-mentioned related persons, at present, there are entertainment projects such as accommodation, catering, jungle slide and rainbow slide in the park, and at the same time, the Ice Waterfall Festival, Plum Blossom Festival and colorful Spring Festival cultural activities have been launched. "From July 16 to August 31, 2022, we also launched free ticket activities, and from the last experience, the effect was not bad."

　　Baimaiquan Park is also accelerating the introduction of more entertainment facilities to enhance the tourist experience. "During the Spring Festival, we launched the Year of the Rabbit Food Festival, and there are many related cultural and creative products such as Li Qingzhao in the park." Wang Lan, deputy manager of Baimaiquan Park, said frankly that this free ticket will bring some losses to the scenic spot, but it is very helpful for promoting the image of the scenic spot and enhancing the popularity of the scenic spot. Moreover, as a public resource, Baimaiquan has launched free ticket activities many times before during the Spring Festival. "We will also send more people during the Spring Festival to ensure that the service is not discounted."

　　According to Wang Lan, since August 2020, Baimaiquan has always adhered to the preferential ticket policy — — A 20% discount on working days means 10 yuan/person, and a 50% discount on weekends and legal holidays means 25 yuan/person. "Perhaps the spring water is better, coupled with the attraction of preferential policies, in the past two years, the income of our park has increased compared with that before the epidemic."

Jinan Times New Yellow River Client Reporter Huang Zhongming (photo)

　　Two more scenic spots in Jinan have announced free tickets.

　　Following the free admission of 11 state-owned scenic spots, on 15th, two scenic spots in Jinan were declared free, namely Shijiezhai Scenic Spot in Jinan and Liantaishan Scenic Spot.

　　Wang Wenyou, deputy general manager of the marketing department of Shijiezhai Scenic Spot in Jinan, introduced that as a private enterprise, the scenic spot implements a free policy for large tickets for tourists from all over the country, and the free time is January 22 (the first day of the first month) — February 5 (the fifteenth day of the first month).

　　"We planned a variety of activities during the Spring Festival. We had already sold a lot of tickets in advance, and only today we refunded nearly 200,000 yuan." Wang Wenyou introduced that although it was foreseen that this free ticket activity would bring some losses to the scenic spot, Chairman Yu Luhai decided to "free tickets" at the first time after receiving the news that "11 A-level state-owned scenic spots in Jinan are free". "As a representative of the People’s Congress of the Central District, our chairman believes that the scenic spot should have social responsibility and actively respond to the government’s call to let the citizens have a more happy and peaceful Spring Festival".

　　According to reports, Shicheng Village has a history of thousands of years, and Murong De, the emperor of Southern Yan, once camped here. After 20 years of ecological restoration and supporting construction, it has become a scenic spot covering an area of more than 5,000 mu, the first homestay gathering area in Jinan, and the Grand View Garden with the most online celebrity projects. During the Spring Festival, Shigezhai Scenic Area planned and launched four major theme activities, including exploring secrets, playing with snow, praying for blessings and homesickness, including more than ten kinds of snow-playing equipment, such as snow circle, snow turning and snow bumper ball, and rural drama with unique characteristics of Quancheng, and special performances such as Shandong Qinshu and Shandong Allegro. In the B&B area, tourists will also be provided with night talk around the stove, warm wine and tea, and watch the lights and enjoy the snow.

　　In addition, the Liantai Mountain Scenic Area in Jinan also confirmed to the New Yellow River reporter that it will be held on January 21 (30 th) — It was opened free of charge on February 19th (29th day of the first month), and the scenic spot had previously announced that it would be closed from 16th.

　　Jinan city search volume increased by 15% month on month.

　　Can free tickets in scenic spots effectively incite Jinan tourism market to pick up?

　　Many people in the industry said that although free tickets in scenic spots have reduced the current income, in the long run, it is of positive significance to enhance industry confidence, stimulate local economic growth and expand consumption. The reason is that tourism covers six elements: food, housing, transportation, travel, shopping and entertainment. The introduction of free tickets in scenic spots will inevitably stimulate the comprehensive consumption of accommodation, catering, transportation and other related industries, especially after the free opening of key scenic spots or landmark scenic spots, the flow of people and the level of comprehensive consumption have increased significantly.

　　There have been precedents before. During the National Day holiday in 2022, driven by the free ticket policy, Wuyishan received a total of 232,200 tourists, an increase of 209.6% year-on-year; Accumulated tourism revenue was 302 million yuan, up 265.45% year-on-year; June 1, 2022 — On December 31st, 11 A-level state-owned scenic spots in Qingdao, such as Laoshan Mountain, Underwater World and Langyatai, also implemented the policy of free admission. Over the past six months, they have received a total of 6.164 million tourists, driving the direct tourism revenue to increase by 4.32 billion yuan and the national economy to increase by 18.5 billion yuan.

　　"Previously, the attraction effect of free tickets in scenic spots was still affected by the epidemic, but now with the adjustment of epidemic prevention and control policies, ‘ Multiplier effect ’ It may be bigger. " An industry insider analyzed.

　　Dong Jianguo, director of the Resource Development Department of Jinan Culture and Tourism Bureau, said in an interview with the reporter of New Yellow River that since Jinan announced that 11 A-level state-owned scenic spots were free of tickets on the 12th, the number of hotel reservations in the urban area has gradually increased.

　　Data from Ctrip also shows that since the 12th, the search volume of Jinan city during the Spring Festival has increased by about 15% compared with last week. "It is expected that during the Spring Festival this year, the number of hotel reservations will exceed the same period in 2019." Song Wenjing, regional head of Ctrip Jinan, said.

　　"Because the free ticket policy has been launched for a short time, we haven’t had time to plan related new products, so the impact on travel agencies is not great, but it is definitely a big plus for local tours and Zhou Bianyou." Zhang Xiaoguo, chairman of Shandong Guoxin International Travel Service, said that after years of cultivation and publicity, before the epidemic, Jinan’s Spring Festival tourism market had made considerable breakthroughs. Whether it was Jinan’s unique streets or historical celebrities such as Qin Qiong and Li Qingzhao, it attracted tourists from all over the world to come to Jinan for the New Year. "However, the impact of the epidemic still exists. In the Spring Festival this year, southern cities such as Dali and Sanya may still be tourist hotspots, but for local citizens in Jinan and tourists from surrounding provinces and cities, the free ticket policy is quite attractive."

　　This view has also been recognized by many experts and insiders.

　　Free admission to scenic spots is a city gesture.

　　Zhang Zhenpeng, vice president and professor of Shenzhen University’s Cultural Industry Research Institute, also believes that free admission to scenic spots is of great benefit to enhancing the city’s image, remolding industry confidence and mass tourism habits.

　　"Three years of epidemic, although ‘ New Ten Articles ’ And the implementation of Covid-19 infection ‘ Class b tube ’ After the release of the plan, the public’s tourism enthusiasm was gradually released, but many people still held a wait-and-see attitude. " Zhang Zhenpeng said that the introduction of the free ticket policy in scenic spots will attract more people to come out, re-establish the connection between people, people and nature, people and the real world, and stimulate everyone’s enthusiasm for tourism.

　　In addition, the state-owned scenic spots have public attributes and are open to citizens and tourists free of charge, which can further enhance the happiness and sense of ownership of local citizens, which is a good comfort to everyone’s mood and spirit. "Free admission is a gesture of the city and a shaping of the sense of ownership of urban residents, which will help Jinan to build a civilized model city, because only citizens regard this city as their own will they be willing to be ‘ Tap water ’ To promote the city, this is how much publicity funds can’t buy. " Zhang Zhenpeng said.

　　Wang Chenguang, director of the Culture and Tourism Research Center of Shandong University, also believes that the free opening of state-owned scenic spots reflects the responsibility and responsibility of a city, which is of great significance to the brand building and influence enhancement of Jinan city.

　　Some insiders also said that Jinan is a city rich in cultural tourism resources and operates properly. Damei Jinan can be transformed into a city with talents, a youth-friendly city, a model city of civilization, an international fashion capital, and a core growth pole for ecological protection and high-quality development in the Yellow River Basin. "Free admission is an incision for urban opening, a window for urban promotion and an interface for urban development."

　　"once and for all" NO! Try to experience

　　Can free tickets win with one stroke? The answer, of course, is no.

　　Wang Chenguang said that free admission is both an opportunity and a challenge for both scenic spots and cities. First of all, for scenic spots, free tickets will bring huge passenger flow during the Spring Festival holiday, which will test the service and management ability of the scenic spots. The scenic spots should return to normal as soon as possible. In addition to showing the beauty of the scenic spots to tourists, they should also do a good job in security, improve the whole service process and improve the quality of tourism services.

　　For the government, free admission to scenic spots is a systematic project, especially affected by the three-year epidemic, and the tourism industry is "seriously damaged". The government should study comprehensive policies to solve the actual difficulties of scenic spots while calculating the economic "big account".

　　And the current "competition" is fierce. Searching online for "Free Tickets in Spring Festival Scenic Spots", you will find that Zhejiang, Henan, Guangxi, Shanxi, Guizhou, Xizang, Taierzhuang, "Sankong" and other scenic spots in the province have all launched free activities.

　　"At the moment, whether tourists are willing to set foot in the scenic spot does not directly depend on the ticket price. The creation of gameplay and experience is inevitable for the future development of scenic spots." Many experts agree that the price reduction of scenic spots tickets is the general trend, whether it is in response to the policy call for free ticket reduction or in order to take the initiative to reduce the price for free tickets. However, free ticket reduction and price reduction are only appearances. Only by constantly innovating product forms and revenue methods and upgrading the service experience can the scenic spots "blow away the wild sand and start with gold" in the tide of price reduction and free ticket reduction, making the golden signboard of tourist attractions more attractive.