Open tourist areas will replace tourist attractions.

Policymakers and investors hope to get tourism income directly from scenic spots and think that tourists should be attracted to spend money in scenic spots. Under this concept, scenic spot tickets become the first consumption of tourists in scenic spots. In order to increase the ticket income of scenic spots, the simplest way is to increase the ticket price, which is getting higher and higher in many scenic spots. Due to the limited ticket revenue, consumption other than scenic spot tickets was introduced, which was referred to as "Second Primary School" for short. In the name of expanding the "secondary consumption" of scenic spots, there are more and more charging items such as shopping, catering, accommodation and performances in scenic spots. What puzzles some scenic spot managers is that the number of people in many scenic spots decreases instead of increasing, the ticket income of scenic spots decreases instead of increasing, and the consumption income of scenic spots decreases instead of increasing. The proportion of consumption income in scenic spots to total tourism income has not increased significantly.

Judging from the consumption habits of tourists, tourist attractions are not the first choice for tourists. The main reason is that tourists generally dislike the consumption of scenic spots. People's understanding of scenic spots is mainly sightseeing; The dispute over consumption in scenic spots is slow and complicated, and there are many negative reports about high quality and good price; People usually go to a scenic spot with tickets, and the proportion of repeated visits to a scenic spot is very small. For various reasons, tourists are reluctant to spend money after entering the scenic spot.

Outbound tourists often find that there are no A-level scenic spots abroad, even few large scenic spots, only small scenic spots. If you count the national parks, there are still a few large-scale scenic spots outside the country with the same scale as domestic scenic spots.

Compared with the general requirements of domestic scenic spots, there are only open tourist areas and scenic spots abroad. There are no tickets in the open tourist area, and many tourist attractions in the area have tickets. There are generally no shopping shops, restaurants, hotels and other consumption items in the scenic spots where tickets are collected. After entering the scenic spot, visitors can enjoy natural scenery, cultural architecture and fine arts, and also browse scientific wonders. Tourists enter another ecological world without commercial pollution and market noise.

The most distinctive feature of China is the West Lake. Although the West Lake is also called a scenic spot, it is actually more like an open tourist area. You don't need to buy a ticket to visit the West Lake. There are restaurants, hotels, shopping streets, entertainment facilities and sightseeing buses around the West Lake. Of course, the West Lake also has attractions that collect tickets, and tourists who have never been to the West Lake often go to the attractions that collect tickets. Foreign tourists who have been to the West Lake often don't go to the scenic spots where tickets are collected. They just go to the West Lake by boat, drink tea, taste delicious food, go shopping and even stay for a few days. The resulting consumption income is far greater than the consumption income of closing the West Lake, and the ticket income of its scenic spots has also increased due to the huge tourist base. This kind of open tourist area has become very common abroad.

After the scenic spots are replaced by open tourist areas with scenic spots, because there are no tickets, the number of tourists is easy to rise, and the ticket income of scenic spots is not necessarily small. Because there are no scenic spots in the open tourist area, tourists' consumption mentality is relaxed, and the content of tourism services is easy to become active. Long-standing problems such as people's unwillingness to stay in hotels, eat in restaurants and shop and entertain in scenic spots will be gradually solved with the disappearance of scenic spots and the rise of open tourist areas.

The author found in overseas research that the consumption income of tourist attractions with tickets is far from that of open tourist areas without tickets, which is beyond imagination. Consumption itself has psychological factors, and tourism consumption, as a representative of passionate consumption, is greatly influenced by psychological factors. The scenic spot itself makes tourists have the psychology of careful consumption, and the scenic spot tickets make tourists have a strong psychology of not spending easily in the scenic spot. Although the construction of scenic spots is conducive to the rapid creation of tourist attractions, and the evaluation of A-level scenic spots is conducive to strengthening the management and service of scenic spots, the development of tourism needs to meet the needs of the tourism market, and the gradual cancellation of tickets in most scenic spots has become an irreversible trend. Whether from the perspective of expanding the income of scenic spots or meeting the needs of tourists, investors and managers in scenic spots do more harm than good to promote the consumption of scenic spots.

The scale of scenic spots in China is different and the types of scenic spots are diverse. Scenic spots and historical sites, famous mountains and rivers, religious sites, characteristic towns, cultural relics management offices, commercial blocks, theme parks and other attractions are readily available. Some small towns located as high-A-level scenic spots are dissatisfied with tourists and reduce their tourism consumption if they collect tickets. If tickets are not collected, the various requirements of high A-level scenic spots will increase operating costs; Moreover, since it is a scenic spot, regardless of whether tickets are collected or not, the town will be regarded as a scenic spot by tourists, and the service requirements for the town are as high as those of the scenic spot. Many tourists are cautious when spending in small towns with high A-level scenic spots. Even if the price is clearly marked, restaurants, shopping, experience and entertainment in small towns are often criticized for the word scenic spot. All localities support scenic spots, especially those with high A-level. However, from the perspective of tourism consumption, there are far fewer scenic spots that restrict tourism consumption than open tourist areas.

It is necessary to thoroughly reform the development mode of scenic spots, and turn scenic spots suitable for open tourist areas into open tourist areas with scenic spots, no tickets, matching atmosphere with scenic spots, meeting environmental protection requirements, attracting a large number of tourists, having complete tourism consumption functions and being suitable for tourism consumption. It is also necessary to establish some new open tourist areas.

Because the open tourist area is completely market-oriented, all aspects need to meet the requirements of the market, and the operation is not difficult. Even if some scenic spots are changed to open tourist areas, it may not necessarily increase the number of tourists and increase tourism consumption income. However, at present, the mode of scenic spots has been gradually rejected by the market, and the opening of overseas tourist areas is successful. Only by exploring the replacement of most scenic spots with open tourist areas can we satisfy tourists, make investors get due returns, increase employment and promote local social and economic development.