In the management of scenic spots, how to do a good job of flow restriction and diversion?

In recent decades, tourism has developed rapidly. Every major holiday, many scenic spots will be crowded with people, and different scenic spots will have different tourist carrying capacity. With the substantial increase in the operating income of scenic spots, many problems have also appeared. In particular, a considerable number of scenic spots in China are overcrowded every Golden Week, summer vacation and other tourist seasons, and safety accidents occur from time to time, reflecting the contradiction between the control of software and hardware construction and the strong demand of tourists in China's scenic spots in the emerging stage. In the management of scenic spots, how to do a good job of restricting and diverting tourists from scenic spots?

First, the development process of scenic spot flow restriction

(1) Based on the need of cultural relics protection, tourists are restricted to specific scenic spots in China.

△ In 2003, the Potala Palace in Tibet took the lead in limiting the flow, receiving 850 people a day, 2,300 people a day in 2008, 4,000 people a day in 2065, 438+05;

△ In 2005, the Mogao Grottoes in Dunhuang received 2,000 people a day. In 2065,438+03 and 2065,438+04, the maximum number of recipients was adjusted to 5,800 and 6,000 respectively.

(2) Based on the tourism law and the safety of tourists, many places have imposed restrictions at present.

△20 13 The Tourism Law of the People's Republic of China was promulgated and implemented. The Tourism Law clearly stipulates: "The reception of tourists in a scenic spot shall not exceed the maximum carrying capacity approved by the competent department of the scenic spot. The scenic spot shall announce the maximum carrying capacity approved by the competent department of the scenic spot, and formulate and implement the tourist flow control plan. "

△ 2065438+In mid-July, 2005, the National Tourism Administration announced for the first time the maximum carrying capacity of 3 1 5A scenic spots in China.

△20 15 National Day holiday, the Forbidden City in Beijing, Jiuzhaigou in Sichuan and other famous scenic spots 16 implemented scientific current restriction according to the maximum carrying capacity standard for the first time. These scenic spots have successfully passed the peak of major holidays through current limiting measures, and their reception services have won favorable comments from tourists.

Second, the key work of tourist flow restriction in scenic spots

① Fully understand the positive significance of current restriction, and the scientific management of scenic spots should avoid being affected by economic interests.

The implementation of current limiting in scenic spots will inevitably affect the income of scenic spots in the short term or at specific nodes. However, on the whole, the management of Furuitai Scenic Area thinks that current restriction is one of the effective protection means of the scenic area, which can enhance the sightseeing experience and promote the benign development of the scenic area economy.

First of all, the current flow restriction in scenic spots effectively protects all kinds of tourism resources and facilities in scenic spots, which is conducive to the rational operation and management of scenic spots. At the same time, we should also see that the passenger flow exceeding the carrying capacity of the scenic spot will not only greatly increase the management cost of the scenic spot, but also cause additional losses and even uncontrollable accidental damage to the scenic spot resources. Once many valuable cultural heritages and natural landscapes are destroyed, the consequences cannot be measured by money.

Secondly, traffic overload in scenic spots will increase the probability of accidents during tourism. Although the tourist accident is accidental, it is inevitable. I'm afraid the loss caused by an accident cannot be compensated by the interests of overloaded tourists. Thirdly, the current restriction in scenic spots provides a comfortable and pleasant tour experience for tourists in scenic spots, improves the satisfaction of tourists and increases the brand reputation of scenic spots. This kind of word-of-mouth that can't be achieved by advertising marketing results will bring continuous passenger flow to the scenic spot, and it will inevitably bring a steady stream of income to the scenic spot.

② Choose smooth channels to publish information announcements to ensure consumers' right to know.

The flow restriction scheme must be more transparent, and timely notice of flow restriction should be issued through official announcements, clients, electronic information screens, short messages, Internet, paper media, WeChat and Weibo, so as to ensure that tourists have enough time to adjust their travel plans.

③ Implement an appointment system, improve various facilities, and make full use of the network and big data to reasonably regulate passenger flow.

Reservation service has been realized in many fields in China, such as medical field and transportation field. In the field of tourism, on 20 14, the Potala Palace in Tibet implemented online ticket purchase; 2065438+September 2004, the ticket office of Mogao Grottoes, which has been in operation for 35 years, stopped selling tickets and strictly implemented the reservation system. The maximum number of visitors per day is controlled at 6000. 2065438+From September 20, 2005, the Forbidden City in Beijing tried to pre-sell tickets online for qualified legal travel agencies and individual travelers. The total number of online pre-sale tickets per day is limited to 40,000, and the pre-sale tickets are valid on the same day.

The implementation of the pre-sale system is a test for the construction of online payment platform in scenic spots, which requires certain manpower and material resources. At the same time, in order to better meet the needs of tourists, a variety of platform payment methods also need to be more widely used in ticket pre-sale.

(4) the time-limited flow is combined with the time-limited flow of road sections.

Take the Potala Palace scenic spot in Tibet as an example. Online booking is limited to the afternoon, which fully reflects the limited traffic. After the tourists buy tickets, the computer will automatically allocate a visit time. During this period, visitors can pass through the gate with their ID cards without changing tickets. If they miss this time period, the tickets will automatically become invalid. Share the passenger flow per unit time, avoid the concentration of passenger flow and reduce the damage to the scenic spot.

In practice, in order to control the flow of people, some scenic spots can only take measures to slow down the ticket sales speed according to the instantaneous number of tourists in the scenic spot, such as changing the ticket sales window from ten to six or seven, and increasing the ticket sales window according to the situation of tourists leaving the scenic spot.

In some foreign scenic spots, the queuing time for ticket sales is very short, but it takes a long time to enter the scenic spot. Generally, the number of tourists in scenic spots remains unchanged, and as many tourists go out, they will go in again. When this method is used in China, there may be some problems, especially the incomprehension of tourists.

Whether it is a restricted scenic spot or a non-restricted scenic spot, there may be bottlenecks in the related facilities of the scenic spot, and managers need to ensure that the total number of tourists does not exceed the instantaneous maximum reception capacity of the scenic spot. The most commonly used measures are one-way traffic, nine-curved railings and so on.

⑤ Use price lever to make reasonable adjustment.

Most scenic spots have off-season prices, and a few scenic spots have wrong-time prices. Some scenic spots have introduced preferential fares for admission after 4 pm. For some scenic spots, you can also provide preferential tickets for entering the park in advance. For example, most tourists enter the park before nine o'clock, so you can set the price before nine o'clock, which can divert some tourists.

⑥ Improve the tourism forecast system.

In the era of "tourism+Internet", the support of big data is very important. Some tourist attractions with a large reception volume should actively introduce the Internet working mechanism, rely on big data to predict tourists' behavior, and keep abreast of future tourism trends. Ensure that the early warning mechanism of maximum carrying capacity is started when the tourist peak arrives, and release corresponding information to ensure the order of scenic spots and the safety of tourists.

Third, the tourist peaks in scenic spots are diverted

Some scenic spots rarely reach the maximum carrying capacity in a few days of the year, so there is no need to implement current restriction. However, in the peak period of tourism such as holidays and summer holidays, in order to improve the tourist experience and ensure the tourism order and safety of tourists, it is necessary to carry out appropriate diversion work.

Many scenic spots have multiple entrances, such as the Forbidden City in Beijing, Huangshan Mountain in Anhui, Dragon Palace in Guizhou and Black Valley in Chongqing. Tourists are used to concentrating on one entrance. Therefore, during the peak period of tourism, tourists should be diverted to another entrance through measures such as traffic diversion.

However, there is only one entrance, especially in scenic spots that transit by bus, such as Jiuzhaigou, Yuntai Mountain and Wudang Mountain. The order of tourists should be adjusted through bus stops. Of course, the choice of these stop-loss points is based on years of operating experience and scientific research model.

Among many scenic spots, there are always one or two scenic spots that tourists must go to and need to be fully considered in the diversion. For example, the three halls of the Forbidden City, Nuorilang Waterfall in Jiuzhaigou, Welcome Pine in Huangshan and so on. The diversion of scenic spots should fully rely on the scientific and technological means of smart tourism "internet plus".

The traditional sightseeing mode of "getting off the bus to take photos, getting on the bus to sleep and going home without knowing anything" can no longer meet the needs of tourists, which is the mature performance of tourists and the driving force for the upgrading of tourism. The demand for high-quality tourism experience also determines that the traditional management methods of scenic spots must be improved, and the service quality of scenic spots can be improved by limiting the flow and diverting tourists.