Should the scenic spot ticket economy transform into a comprehensive industrial economy?

As one of the most famous attractions in the country, the ticket price of the Palace Museum is 60 yuan in summer and 30 yuan in winter, which is not high nationwide. However, the revenue generated by the cultural and creative products of the Forbidden City has reached 1 billion yuan every year in the past three years. To explore cultural connotations and extend new highlights of the cultural and creative industry has become a new idea worth learning from.

Promoted by the "tourism +" concept, in addition to the combination of tourism and cultural and creative products, there have been many successful practices in the integrated development of tourism and sports, health care, leisure and other industries. For example, the characteristic small towns in various places, skiing in winter, agricultural sightseeing, farming experience, green health and other new projects in rural tourist attractions have attracted a large number of tourists to stay.

Li Jin, Vice Minister of the Ministry of Culture and Tourism, proposed the concept of all-region tourism in early 2016, which is to realize the organic integration of tourism resources and related industries in the region and change the "double-level" inside and outside tourist destinations. The state of "sky" guides the transformation of single scenic spots into comprehensive destinations. When tourists' travel experience is no longer just sightseeing in scenic spots, but a comprehensive destination experience, the dependence of tourist destinations on scenic spot tickets will gradually decrease. Data shows that the benefits of the tourism industry chain are about 7 times the value of tickets, including food and accommodation, transportation, shopping and indirect social wealth created. Enriching the industrial elements of "food, housing, transportation, tourism, shopping, and entertainment" in scenic spots is the fundamental way to retain tourists and increase income.

Wei Xiaoan, director of the Academic Committee of the China Tourism Academy, pointed out that many scenic spots cannot get rid of the single ticket economy because they have not put much effort into travel time planning. Tourists are in a hurry, and operators have no other source of income, so they have to make a fuss about tickets. If some comprehensive consumption items are added, tourists will increase their stay time and comprehensive consumption. How to enhance the operation of scenic spots throughout the year should also be considered and studied. In order to break through the bottleneck of the ticket economy, during the transformation process of tourist attractions, we must focus on optimizing and improving service quality, creating comprehensive business formats, innovating scenic spot operation models, improving the cultural connotation and quality of scenic spots, integrating tourism resources, and promoting the integration of the tourism industry. These have become A required course for all tourist destinations in the future.