Life cycle analysis of theme park tourism products

〔Abstract〕The phenomenon of tourist destination life cycle has always been a major problem that plagues the development of tourist destinations. Domestic research on the life cycle of tourist destinations only focuses on the analysis of the product itself. There is no in-depth discussion of the fundamental reasons that determine the life cycle of tourist destinations, and the guiding significance for tourism planning is not very great. This article deeply analyzes the formation mechanism of the life cycle of tourist destinations from the aspects of tourism products and tourism markets, reveals the pathology of "life cycle", the "cancer" of tourist destinations, and provides experts with appropriate treatment.

[Keywords] tourist area life cycle; formation mechanism; tourism planning

The phenomenon of tourist area life cycle has always been a major problem that plagues the development of tourist areas. The theme parks that sprung up in China in the 1990s and drifted like fallen leaves in the autumn wind have made people more deeply aware of the short life cycle of tourist destinations and the huge threat to tourism development caused by the life cycle of tourist destinations.

Domestic research on the life cycle of tourist destinations is relatively late, but the level of research is not too different from that of foreign countries. However, it generally only focuses on the analysis of the product itself, and does not understand the fundamental reasons that determine the life cycle of tourist destinations. An in-depth discussion does not have much guiding significance for tourism planning. This article deeply analyzes the formation mechanism of the life cycle of tourist destinations from the aspects of tourism products and tourism markets, reveals the pathology of "life cycle", the "cancer" of tourist destinations, and provides experts with appropriate treatment.

It should be noted that domestic and foreign research mainly focuses on the life cycle of tourist areas. In order to make the analysis clearer, the problems more prominent, and more typical, we will start with the analysis of the life cycle of tourist areas. Of course, generally speaking, tourist areas are the core of tourist destinations, and the life cycle rules of tourist areas can basically accurately reflect the life cycle rules of tourist destinations.

1. Current research status of tourist destination life cycle theory at home and abroad

The concept of tourist destination life cycle was first proposed by W. Christaller when studying tourism development in Europe. However, the tourism destination life cycle theory currently recognized and widely used by academic circles was proposed by Canadian scholar R.W. Butler. 〔1〕

(1) R..W.Butler’s tourist destination life cycle theory〔2〕

Butler divides the tourist destination life cycle into Six stages: exploration, participation, development, stability, stagnation, decline or recovery. As shown in Figure 1.

1. Exploration period: This is the initial stage of the development of a tourist destination. It is characterized by the fact that the tourist destination has only scattered tourists and no special facilities. Its natural and social environment has not changed due to the emergence of tourism.

2. Participation period: As the number of tourists increases, travel gradually becomes regular, and local residents begin to provide some simple facilities for tourists. With the arrival of this stage, advertising began to appear, the scope of the tourism market could be basically defined, the tourism season gradually formed, and organized tourism began to appear, forcing local governments and travel agencies to increase and improve tourism facilities and transportation conditions.

3. Development period: With a large amount of advertising and word-of-mouth publicity from tourists, a mature tourism market has been formed, foreign investment has increased sharply, and the simple accommodation facilities provided by local residents have gradually been replaced by large-scale and modern ones. With the replacement of facilities, the natural appearance of tourist destinations has changed significantly.

4. Stable period: the growth rate of tourists decreases, but the total number of tourists will continue to increase and exceed the number of permanent residents. Most of the economic activities in tourist destinations are closely linked to tourism. In order to expand the market scope and extend the tourist season, advertising is everywhere. Long-term residents, especially those who are not involved in the tourism industry, will be resentful and dissatisfied with the arrival of large numbers of tourists and the facilities built to serve them.

5. Stagnation period: In this stage, the number of tourists reaches its maximum, the capacity of the tourism environment has become saturated or exceeded, and environmental, social and economic problems have followed. The good image established by tourist destinations among tourists is no longer fashionable. The tourism market relies heavily on repeat tourists, conference tourists, etc. There is a glut of hospitality facilities and maintaining visitor numbers requires a lot of effort.

6. Decline or recovery period: In the decline period, the tourist destination market declines, and it can no longer compete with new tourist destinations in terms of both the scope of attraction and the number of tourists. With the decline of tourism, real estate resale rates are high, tourist facilities are gradually replaced by other facilities, and more tourist facilities disappear as tourist destinations become less attractive to tourists. At this stage, local employees and residents can purchase tourist facilities at very low prices, so the degree of local residents' involvement in the tourism industry has greatly increased. Hotels may become apartments, nursing homes or retirement homes. Eventually, the original tourist destination may become a veritable "tourist slum" or lose its tourist function completely.

On the other hand, tourist destinations may also enter a recovery period. To enter a recovery period, the attractiveness of tourist destinations must undergo fundamental changes. There are two ways to achieve this goal: one is to increase the attractiveness of man-made landscapes, but if neighboring competitive tourist destinations follow the same approach, this effect will be reduced. The second is to give full play to the advantages of untapped natural and cultural tourism resources and rebuild the market.

Visitor volume

Stagnation period, recovery period

Reception capacity saturation period, stable period, decline period

Development period

Exploration period Participation period

Time

Figure 1 Schematic diagram of the life cycle of tourist destinations

(2) Research by other scholars [3]

Gray R. Hovinen believes that the location, product diversity and planning effectiveness of tourist destinations also have an important impact on the life cycle of tourist destinations. Cooper and Jackson believe that the life cycle of a tourist destination also depends on the decision-making of operators and the environmental factors of the tourist destination. Benedetto and Bojanic used a logarithmic function to build a tourist number model and confirmed that policy and environmental factors have a clear impact on the life cycle of tourist destinations.

Professor Bao Jigang, a domestic scholar who has conducted in-depth research in this area, has made pioneering contributions to the life cycle theory of domestic tourism destinations. He basically recognizes Butler's theory. Domestic scholar Yang Senlin raised objections, arguing that the "tourism product life cycle theory" cannot be justified in theory and lacks strong factual evidence.

2. The formation mechanism of the tourist area life cycle - reservoir theory

Butler's tourism life cycle theory mainly analyzes the life cycle of tourist areas from the perspective of the supply side, that is, tourism products. Scholars have analyzed the impact on the life cycle of tourist destinations from the aspects of their location, environment, policies, planning and management decisions. Overall, there is no in-depth analysis of the generation mechanism of the tourist destination life cycle. Because for tourist destinations, although environmental, social, economic, business decision-making, planning and other factors have varying degrees of impact on the life cycle of tourist destinations, they are not inevitable and are not essential factors. With the improvement of the management level of the government and tourism enterprises, these problems can be alleviated or even solved. On the other hand, the decline in the attractiveness of tourist destinations, especially the substantial decline (such as Splendid China and other theme parks introduced later) is not inevitable. Needless to say, world-class tourist areas, such as Yellowstone Park and Niagara Falls in the United States , the Egyptian pyramids, the domestic Great Wall, the Forbidden City, Huangshan, Zhangjiajie, Jiuzhaigou, etc. It is difficult to imagine that their attractiveness will show a significant decline over time. International tourism has a history of more than 100 years and domestic tourism more than 20 years. Years of practice have also proven this. This is true even for some regional tourist areas, such as the Shanghai City God's Temple and Shaoxing's Former Residence of Lu Xun. Their attractiveness has not declined significantly over time.

The author believes that the life cycle of a tourist destination is formed by the two aspects of the tourist destination itself and its market. More specifically it is formed by the interaction of tourism products and market changes. Tourism products are mainly reflected in the changes in product attractiveness. The tourism market is a mirror of tourism products, and changes in the attractiveness of tourism products are ultimately reflected in market changes. Therefore, the study of the life cycle of tourist destinations should start with the analysis of the tourism market.

After analysis, the author believes that due to the immobility of tourism products and the inseparability of production and consumption, the tourism market has completely different characteristics from the tangible product market. To this end, the "reservoir theory" is proposed, which analogizes the tourist source market to a dynamic reservoir to deconstruct the formation mechanism of the tourist area's life cycle.

(1) Basic concepts:

The conceptual correspondence between the tourist area market and the reservoir:

1. Reservoir - the tourist market in a certain tourist area. The reservoir is a dynamic reservoir that corresponds to a dynamic market.

2. Original water capacity of the reservoir - original market size, that is, the potential market size when the tourist area is officially opened to the outside world. The size of the original market is determined by factors such as the attractiveness of tourism products, the population size and economic development level in the business district, the market segmentation of competitors, and the price threshold of tourist areas.

3. Upstream flow - the growth rate of the customer source market, that is, the growth rate of the customer source market per unit time due to factors such as population development and replacement, economic development, repeat visitors, changes in brand image, etc. amount of change.

4. Water output - tourist reception volume, that is, the number of tourists received in the tourist area per unit time. The number of tourists received in a tourist area is determined by the original market size of the tourist area, but it is also significantly affected by the price, promotion intensity and market distance of the tourist area.

5. Remaining reservoir capacity - the remaining market size, that is, the size of the tourist source market during the recession period when the number of tourists drops to the threshold number of tourists that maintains the operation of the tourist area. It is determined by the threshold number of tourists in the tourist area, which in turn is determined by the operating costs of the tourist area and the per capita consumption of the tourist area (mainly ticket prices, etc.).

Table 1 Correspondence table between the concepts of tourist area market and reservoir

No. The composition or influencing factors of the concept of tourist area market corresponding to the theoretical concept of reservoir

1 A certain tourism in the reservoir The tourism market in the district

2 The original water capacity of the reservoir, the original market size, the attractiveness of tourism products, the population size and economic development level in the business district, the market segmentation of competitors, and prices

3 The growth rate of the upstream water source market, population development and replacement, the increase in demanders brought about by economic development, revisit rate, and changes in brand image

4 Water output, tourist reception, original market size, price, advertising etc. Promotional means, market distance

5 Remaining reservoir capacity Remaining market size threshold Number of tourists (i.e. operating costs of tourist areas, per capita consumption of tourist areas)

Water inlet

Water outlet

Figure 2 Schematic diagram of "reservoir theory"

(2) Operation of "reservoir" - the formation mechanism of the life cycle of tourist areas

1. Exploration period: This stage is equivalent to water seepage from the reservoir and has a negligible impact on the water volume of the reservoir. As far as the tourist area market is concerned, the tourist area is not well-known yet, and its impact on the market is negligible. Only scattered tourists visit, and tourism reception is in a passive state.

For newly developed tourist areas in China, the exploratory period has no research value, because at this stage the government and tourism developers have not yet intervened in the development and operation management of tourist areas, and the return on investment is almost No effect. Therefore, from a planning perspective, we mainly study the next five stages.

2. Participation period: This stage is equivalent to a small flow of water flowing out of the reservoir, which has little impact on the water volume of the reservoir, and the water level of the reservoir is still rising. For the tourism market, the tourist area has a certain reputation and has a certain impact on the market. The government and tourism companies began to intervene in the operation and management of the tourist area, and organized tourism began to appear.

3. Development stage: This stage is equivalent to the fact that the reservoir has a complete water outlet channel, and the water outlet volume is constantly increasing. The impact on the original water capacity of the reservoir has been obvious, and the impact is gradually increasing. For the tourism market, this tourist area has a high reputation, and its popularity is constantly increasing. A mature tourism market has been formed, tourism development momentum is strong, and the number of tourists received is increasing rapidly. For tourist areas, the original natural appearance has been significantly changed, tourist facilities have been continuously improved, and tourist products have gradually taken shape. In terms of tourism operations, various management systems have gradually been formed, advertising and other promotional methods have been implemented in large quantities, and the benefits of tourist areas have been continuously improved.

4. Stable period: This stage is equivalent to the fact that the increase rate of water output from the reservoir has gradually decreased, but the water output is still increasing, and the impact on the original water capacity of the reservoir has been obvious. The water output from the reservoir exceeds the upstream flow. , the reservoir water level began to drop significantly. For the tourism market, tourist areas have a high reputation, and the development momentum of the tourism market begins to weaken. The original market size decreases, and the number of tourists received exceeds the growth rate of the source market. The number of tourists is still growing, and the growth rate of the source market is also increasing. improving. For tourist areas, tourist facilities have been improved and tourist products have taken shape.

5. Stagnation period: This stage is equivalent to the water output of the reservoir reaching its maximum, which has the greatest impact on the original water capacity of the reservoir. The water surface area shrinks, the water level continues to drop significantly, and the original water capacity of the reservoir has been significantly reduced. , but the upstream water inflow has increased to a certain extent. For the tourism market, tourist areas have achieved a high degree of popularity, but the development momentum of the tourism market has reached its end. The number of tourists received has obviously exceeded the growth rate of the source market and reached the maximum value. For tourist areas, the facilities are obsolete and the service quality has declined, but tourism benefits are the highest. Some international-level or other tourist areas with sustainable development capabilities will stay in this period for a long time and will not enter a period of decline.

6. Decline period: This stage is equivalent to the reservoir water inventory having been exhausted, the water surface area is the smallest, the water level is the lowest, and the water output is close to the upstream flow. As far as the tourism market is concerned, the popularity of tourist areas is very high, but its reputation has declined and the original market size has been almost exhausted. Tourist reception has gradually dropped to the threshold reception required for tourist areas to maintain operating levels, mainly relying on new groups brought about by repeat tourists, economic development and natural population replacement. The efficiency of tourist areas gradually decreases until it is difficult to maintain normal operations, and a large number of reception facilities are vacant.

Recovery period: For tourist areas to enter the recovery period, there must be fundamental changes in product attractiveness. This is equivalent to forming a new reservoir and connecting to a new water source, which shows how difficult this is.

(3) The relationship between the life cycle of tourist areas and main related elements:

In order to use life cycle theory to better guide tourism planning, simplified mathematical models are used here as much as possible To reveal the relationship between the life cycle of tourist areas and main related elements.

Tl=(V-Vn+Vc*Tl)/Vg (1)

Tl=((V-Vn) /(Vg-Vc) (2)

Vg=(V-Vn)/Tl+Vc (3)

Original market size (reservoir original water capacity) V, remaining market Scale (remaining reservoir capacity) Vn, average tourist market growth rate (upstream water flow) Vc, tourist reception volume (water output) Vg, tourist area life cycle Tl (in order to improve the planning guidance value of the model, simplify the calculation formula, here the water output Vg takes the threshold number of tourists required for the tourist area to maintain normal operations)

It can be seen from equation (2):

1. The life cycle of the tourist area and the original market of the tourist area. Scale V is positively related. The original market size of tourist areas is affected by many factors.

According to L.J. Crampon’s gravity model:

Tij=G(PiAj/Dijb) (4)

Tij is a certain measure of the number of tourists between tourist source area I and tourist destination j, which can be used as the original market size of the tourist area. Pi is the population size and wealth of tourist source area i. Measurement, Aj is some measure of the attractiveness or tourism capacity of tourist destination j, Dij is the distance between tourist source area I and tourist destination j, G and b are coefficients [4]

It can be seen that the life cycle of tourist areas is positively related to the population size and economic development level of tourist source areas, positively related to the attractiveness of tourist destinations, and negatively related to the distance to tourist source areas.

2. The life cycle of a tourist area is negatively related to (Vg-Vc), that is, the difference between the growth rate of the tourist source market and the number of tourists received in the tourist area. That is, the smaller the difference between the two, the longer the life cycle of the tourist area. When the two are equal, then The life cycle of tourist areas tends to be infinite.

(4) Case analysis

1. Natural scenery tourist areas: Take Huangshan as an example

What Huangshan means to Chinese people. It is not unfamiliar either. Judging from the reception situation of Huangshan in recent years that the author has learned, it is very consistent with the "reservoir theory". See Table 1

Table 1 Huangshan tourism reception analysis table in recent years Unit: 10,000 people< /p>

Year projects 1995 1996 1997 1998 1999 2000 2001

Annual reception 78.9 84.73 107.8 100.15 119.09 117.29 134.42

Growth rate (%) 7.4 27.2 -7.1 18.9 -1.5 14.6

Total growth rate 70.4

Average growth rate 9.3

(data source (from the Huangshan District Tourism Bureau of Huangshan City)

As can be seen from the above table, Huangshan, which has been developed for decades, is still at the end of the development period and the early stage of a stable period as a tourist area. It is foreseeable that Huangshan tourism reception The growth rate of visitors will decrease, but will maintain a certain growth rate for a long time. Because the average growth rate from 1995 to 2001 is very close to the average growth rate of the domestic economy. In absolute terms, Huangshan, as a world natural and cultural heritage and an international tourist area, receives more than 1 million tourists annually. , it can be basically confirmed that Huangshan’s annual reception is similar to the growth rate of the source market, that is, (Vg-Vc) is close to zero. Generally speaking, Huangshan’s life cycle will not enter the decline period and will remain youthful forever, unless human aesthetics Habits change radically.

2. Humanistic Tourism Areas

The life cycle of humanistic tourist areas is also very consistent with the "reservoir theory". Among them, the life cycle phenomenon of theme parks is the most obvious. Here are Shenzhen Splendid China, Let’s take Songcheng, Hangzhou as an example for analysis.

◆Shenzhen Splendid China

Table 2 Splendid China tourist volume analysis table from 1990 to 1995 Unit: 10,000 people

Year Item 1990 1991 1992 1993 1994 1995< /p>

Visitor volume 323.73 291.58 314.57 274.99 159.89 122.34

Growth rate (%) -9.9 7.9 -12.6 - 41.9 -23.5 -62.2

(Data quoted from Professor Bao Jigang’s paper "Tourist destination life cycle theory and tourism planning") [5]

According to According to a sample survey by Window of the World, domestic tourists account for about 90% of the tourists in Shenzhen Overseas Chinese Town, with the majority coming from this province, which is dominated by the Pearl River Delta. Among domestic tourists, Guangdong accounted for 71.06%, Hunan 4.21%, Hubei 1.99%, Beijing 1.91%, and other provinces and municipalities 20.83%. It can be seen that the market in OCT (including Splendid China Tourist Area) is a regional market. 〔6〕

It can be seen that the business district of Splendid China is not very big, and cannot be compared with Huangshan, the Forbidden City, the Great Wall, etc. Due to strong promotions, a large number of tourists flocked to it in the early days of its opening, and the annual number of tourists received Much faster than the growth rate of the market, the original market size is rapidly consumed, so the annual reception volume drops rapidly, so the life cycle of Splendid China is short.

But on the other hand, due to the large investment and high operating costs of theme parks (promotion expenses are particularly prominent), the threshold reception volume for scenic area operations is relatively high, which requires operators to vigorously promote sales. This is the main contradiction of theme parks, and it is also the main contradiction of theme parks. The main reason for the generally short life cycle. Of course, competition from new scenic spots and reduced product appeal are also important reasons for the short life cycle of Splendid China. But this is not the fate of theme parks. The fact that Disney in the United States has survived for decades shows that not all theme parks are short-lived. The key is how to ease the contradiction, that is, on the one hand, try to enhance the attraction of the theme park and increase its popularity, while at the same time reducing investment and operating costs as much as possible. Although Disney has a large investment and high operating costs, its attraction is also very strong. It has become a world-class tourist area, and it regularly updates projects to maintain lasting attraction, making the original market size V large enough and the number of tourists The market growth rate is very close to the number of tourists received, so it can stay young forever.

◆Hangzhou Songcheng

Table 3 Tourism reception analysis table of Hangzhou Songcheng from 1997 to 2003 Unit: 10,000 people

Year Item 1997 1998 1999 2000 2001 2002 2003

Annual reception 167 131 156 149 152 148 113

Growth rate (%) -21.6 19.1 -4.5 2.0 -2.6 -23.6

(data source (Hangzhou Municipal Tourism Commission)

Hangzhou Songcheng is the first large-scale theme park in Hangzhou, with the theme of Song Dynasty culture. It opened in 1997. As can be seen from the table above, except for the severe natural disasters in 1998 and the SARS in 2003, which caused a significant decline in the number of tourists, Songcheng did not have a rapid and continuous decline in the number of tourists after its opening like other domestic theme parks, but basically remained at 150 Floating around 10,000. The reason for this phenomenon is that Songcheng has been included in the West Lake one-day tour route and has become an integral part of Hangzhou, a famous domestic tourist destination. Its tourist source market is the tourist source market of Hangzhou tourism, which is equivalent to a small The reservoir is connected to a larger reservoir upstream, and the upstream water flow is fully guaranteed. Naturally, the life cycle of Songcheng will be mainly determined by Hangzhou's tourism life cycle and change with Hangzhou's tourism market. This cannot be explained by the theory that attributes the life cycle generation mechanism of tourist areas to products, but the "reservoir theory" can fully explain this.

Of course, this does not mean that products have no impact on the life cycle of tourist areas, but it is the result of the interaction between products and the market. Also in Hangzhou Zhijiang National Tourism Resort, the reception of Hangzhou Future World, another large theme park, is similar to that of other domestic theme parks. The main reason lies in the product. Because Song City is themed around Song culture, and Hangzhou was once the capital of the Southern Song Dynasty, building a theme park with Song culture as its theme in Hangzhou is in line with Hangzhou’s local context. It is an excavation of Hangzhou’s local culture and can form a strong personality. However, Future World in Hangzhou is different. It has a large number of Western buildings, many prehistoric animals, and various modern entertainments. The text is irrelevant and has nothing to do with the cultural context of Hangzhou. It is far less attractive to tourists than Songcheng. Hangzhou Paradise, which is also developed by Songcheng Group Company, is following the same path as Future World, and its operating conditions can only be similar to those of Future World.

3. The application of "reservoir theory" in tourist area planning

In view of the formation mechanism of the tourist area life cycle revealed by the "reservoir theory", the development and planning of tourist areas should start from several aspects We should start from all aspects to ease the existing contradictions in tourism investment and extend the life cycle of tourist areas.

(1) Scientific site selection

It can be seen from equation (4) that the market size of tourist areas is negatively correlated with market distance, and is positively correlated with the population and economic level of the tourist source market. At the same time, competition from other tourist areas will also divert tourists. Therefore, for the development and construction of tourist areas that rely on resources and focus on scale funds to create attractiveness, sufficient attention should be paid to the importance of site selection. This is especially true for theme parks. The development history of domestic theme parks fully illustrates this point. Large-scale theme parks should be located near large cities or within famous tourist destinations as much as possible. At the same time, fewer tourist areas are required to compete directly or indirectly. The major mistake of Hangzhou Paradise was the wrong location. The market originally targeted by Hangzhou Paradise was the Yangtze River Delta market. However, within the Yangtze River Delta, tourist areas similar to Hangzhou Paradise already include Suzhou Paradise and Shanghai Jinjiang Paradise. Obviously, the markets of Shanghai, Suzhou and the Yangtze River Delta to the north have been divided. At most, Hangzhou Paradise can only seize the market in Zhejiang Province. On the other hand, if it wants to rely on the tourism market of Hangzhou, a famous domestic tourist destination, then the theme selection of Hangzhou Paradise is obviously wrong. Its Western culture and entertainment themes are inconsistent with the cultural context of Hangzhou. The correlation is low and cannot reflect the cultural characteristics of Hangzhou. Moreover, there are already many tourist areas in Hangzhou and the competition is very fierce. So the failure of Hangzhou Paradise is no accident.

(2) Scale control

In tourism planning, market orientation is very much emphasized. Being market-oriented must not only consider the needs of consumers, but also consider the size of the market. The size of the market determines the investment scale of tourist areas and requires interaction between the two. Large-scale theme parks have many failures but few successes, and are short-lived and short-lived. This is because they only consider the attraction of tourist areas and ignore scale control.

It is true that the investment scale is directly related to the attractiveness of the tourist area, but because the greater the investment in the tourist area, the higher the operating costs, the minimum number of tourists required to maintain operations is correspondingly higher. On the other hand, due to the principle of distance attenuation, it is necessary to pull Long-distance markets are very difficult, that is, tourist areas such as theme parks that rely on large-scale funds to create attractions must fully consider the radius of attraction and the size of the source market, and seek the best balance between enhancing attraction and reducing investment scale. Improve the marginal utility of investment funds and obtain the maximum return on investment.

(3) Emphasis on attractiveness:

From equations (2) and (4), it can be seen that the attractiveness of tourist areas is the core factor that affects the market size of tourist areas. How to improve the attractiveness of tourist areas can be considered from the following aspects.

1. Appropriate theme, strong characteristics and rich content

The theme determines the direction of the tourist area, so when choosing the theme, it should be emphasized that the theme must have rich cultural connotation and sufficient content. Development space, and this culture is sufficiently attractive to tourists; on the other hand, the theme should be as closely related to the local context as possible.

Features are the life of tourism, which has attracted sufficient attention from the industry. Characteristics are important, but how to create characteristics mainly depends on two aspects. One is the novel selection of themes, and the other is innovative techniques. One of the two must be chosen. Old-fashioned and obsolete expression techniques are the most serious problems in the current planning industry.

Rich content is naturally an important aspect of attraction and has attracted enough attention. However, the key is that the rich content must be consistent with the theme. A tourist area that is rich in content but very messy is not attractive. Powerful.

2. The revelation of culture must be profound

In the final analysis, the development of man-made tourist areas is the development of culture, so the depth of cultural revelation directly affects the intensity and attraction of tourist areas. The rate of decay of attraction. This should also attract sufficient attention from planners. It is a common phenomenon in the tourism planning community to only scratch the surface and scratch the surface. This will not only seriously threaten the survival of tourist areas, but also cause a serious waste of tourism cultural resources.

(4) Sustainable development and utilization of the market

New tourist areas often invest a lot of advertising for strong promotion and quickly heat up the market. This is a commonly used strategy in tourist area marketing. . Therefore, tourist areas are often bustling with traffic and customers in the early stages of their opening, but as time goes by they rapidly decline, showing ups and downs, and overeating. This is generally the case for domestic theme parks. Academics often attribute this phenomenon to the rapid decline in the appeal of theme park products. Of course, the product is an important reason, but the lack of awareness of sustainable development of the market is the fundamental reason. Living within one's means and controlling promotions, while still being able to fully stimulate and excite the market and ensure the normal operation of tourist areas and a high return on investment, is a rational and positive market expansion strategy.

(5) Increase secondary consumption and increase per capita consumption

Enrich the content of tourist areas, increase the proportion of active consumption such as catering, shopping, and entertainment, and reduce the proportion of passive consumption such as tickets , scientifically and rationally increasing per capita consumption is an eternal theme in the planning and operation of tourist areas. This is also the prerequisite for sustainable development and utilization of the market. However, increasing the proportion of active consumption cannot rely on raising prices, but on enhancing the attractiveness of consumption. High prices come at the expense of the brand image of tourist areas and are by no means a long-term solution.

(6) Increase the repeat visit rate

This has long been valued by the industry. However, in addition to conventional methods, we mainly promote leisure vacation products for the short-distance market and tourism for the long-distance market. Products should become an important technology in tourist area planning.

(7) Scientific pricing

Market size is positively related to local economic level, but economic level is negatively related to ticket prices in tourist areas. Therefore, ticket pricing in tourist areas must be scientific and prudent. Theoretically, the best option is to adopt a high-price strategy in the early stages of opening and then reduce prices appropriately after entering a stable period. However, price reductions have a great negative impact on the brand of tourist areas, and can easily lead to a rapid decline in the number of tourists in tourist areas. It will add fuel to the fire of tourist areas in stagnation and decline periods, so be very cautious.

IV. Conclusion

Due to the imperfection of the domestic tourism statistical system and the fact that some data are still corporate secrets, it is very difficult to collect relevant information for each tourist area. Therefore, the data used in this article It is not particularly sufficient, and some of the data is even quite old. But this does not prevent us from peeking into the formation mechanism of the tourist area’s life cycle. On the other hand, due to the lack of data, the mathematical model of the relationship between the life cycle of tourist areas and various influencing factors is still very rough, and requires further in-depth research by experts and scholars. This article is just a starting point.

[References]

[1] Bao Jigang, Tourist destination life cycle theory and tourism planning. Architect, 1998, (85): 41-50.

〔2〕Bao Jigang, tourist destination life cycle theory and tourism planning. Architect, 1998, (85): 41-50.

〔3〕Bao Jigang, tourist destination life cycle theory and tourism planning. Architect, 1998, (85): 41-50.

〔4〕Bao Jigang, application of gravity model in tourist prediction. Journal of Sun Yat-sen University (Natural Science Edition), 1992, 31(4): 133-136.

〔5〕Bao Jigang, tourist destination life cycle theory and tourism planning. Architect, 1998, (85): 41-50.

〔6〕Bao Jigang, Research on the development of theme parks, tourist source markets and tourist behavior in Shenzhen. Architect, 1996a, (70).