Before the ＂Eleventh＂, the scenic spot ushered in a wave of price reduction, but the intensity could be bigger!

　　CCTV News:Before the Mid-Autumn Festival holiday and the "Eleventh" Golden Week, domestic scenic spots ushered in a wave of ticket price reduction. The National Development and Reform Commission recently revealed that as of August 29th, 314 scenic spots had reduced their prices or planned to reduce their prices, including 121 5A scenic spots and 155 4A scenic spots, which together accounted for nearly 90% of the total scenic spots with reduced prices. According to the statistics of the price reduction ratio, 30 scenic spots are open for free, 29 scenic spots are reduced by more than 30%, and 20%— 30% of 48.

　　Among the scenic spots that have been reduced in price, the peak season ticket price of Slender West Lake in Yangzhou has been reduced from 150 yuan to 100 yuan, the peak season ticket price of Huashan Scenic Area has been reduced from 180 yuan to 160 yuan, and the peak season ticket price of Laoshan Mountain in Qingdao has been reduced from 245 yuan to 180 yuan, which is not small. However, there are also many scenic spots whose price cuts are not obvious, ranging from 10 yuan to 20 yuan. (Click for details: before the 11th, the prices of these scenic spots will be reduced (attached list))

　　According to a survey conducted by the National Bureau of Statistics, 72.3% of the domestic scenic spot ticket prices are "too high" or "on the high side". The price reduction of scenic spots can be said to conform to public opinion, but from the perspective of the price reduction, most of the price drops are already more expensive scenic spots, and the fare is still around one or two hundred yuan after the price reduction. Can you reduce the price a little more?

　　The overall ticket price of scenic spotsstillThere is still room for decline.

　　As the holiday approaches, it is really exciting to hear such good news when everyone starts to make a strategy for travel.However, the price reduction of scenic spot tickets can actually be greater!

　　If you look at the data carefully, you will find that there are many scenic spots that symbolically reduce the ticket price by more than ten or twenty or thirty yuan. Compared with the entrance ticket price of hundreds of yuan or even two or three hundred yuan, this strength is not great, and it can only be said that it is better than nothing in alleviating the pressure on tourists’ travel budget. In addition, although the price of some tickets has dropped greatly, Laoshan Scenic Area still needs 180 yuan after the price reduction in 65 yuan, and Kanas still needs 195 yuan after the price reduction in 100 yuan. For travelers, although they are ready to get rich from poor families before departure, it is still a big expense for a family to buy hundreds of tickets. Even after the price reduction, the ticket prices of many scenic spots have just changed from "too high" to "too high" which is still above 100 yuan, and the overall high ticket prices have not fundamentally changed.

　　The reduction of "high fares" by tourists in famous scenic spots has restricted the growth of tourism consumption.

　　Tourists hope that the cheaper the tickets for scenic spots, the better. However, the operators hope that "relying on mountains to eat mountains and relying on water to draw water" can create more benefits by relying on scenic spots tickets. Originally, the ticket price should be the result of the game between the two markets. However, for a long time, many scenic spot operators thought that the scenic spot was a monopoly resource, and no one came to the door. Therefore, the operators mastered the dominance of pricing. Many places also regarded the scenic spot as a cash cow for fiscal revenue, and repeatedly raised the ticket price. As a result, the ticket prices of many scenic spots in China are on the high side, which has been criticized by the society. According to the survey of the National Bureau of Statistics, more than 70% of them think that the ticket prices of domestic scenic spots are "too high" and "too high".

　　The scenic spot should not be the private property of the place where it is located, but it has a public attribute.Setting a higher ticket price will inevitably shut out some tourists, ignoring the public nature of scenic spots and the basic needs of different classes of people.Even those tourists who can afford to pay higher tickets will choose to vote with their feet after more consideration, so that scenic spots with low cost performance can only do "one-shot business". Moreover, with the spread of word-of-mouth on social networks, it is becoming more and more difficult for such scenic spots to pursue short-term gains even to "buy and sell with one hammer", and the saying that "the poor are new to Matai and the rich are traveling at home" appears under this background. Many domestic tourists go far and near, and choose to go abroad for vacation and leisure. In recent years, the number of tourists in some famous scenic spots has also begun to decline, which fully shows that simple high ticket prices have become one of the bottlenecks affecting the further improvement of domestic tourism consumption income.

　　The development of tourism industry should not rely too much on "ticket economy"

　　To break this bottleneck, it is necessary for scenic spots to change their thinking, reform their operation mode, shift their eyes from "ticket economy" to "global tourism" and focus on long-term accounting. In this respect, there are some "conscience attractions" like Zhuyu. For example, tickets for the Forbidden City in Beijing have been maintained in 60 yuan for many years, and tickets for the West Lake in Hangzhou are simply free. The former’s cultural and creative products bring a lot of income, while the latter greatly enhances Hangzhou’s attractiveness as a tourist destination and becomes a booster for Hangzhou’s global tourism development.

　　Because of the different sources of funds for the operation and management of each scenic spot, the difficulty of diversified operation is also different, so it is probably unrealistic to demand all scenic spots with a one-size-fits-all "conscience fare" However, in the case that the growth of the ticket economy has been weak, from a long-term perspective,Counting big accounts and general ledger is the only way to go. Although the direct income will be reduced in the short term after the ticket price reduction in scenic spots, if the service upgrade is forced by lowering the ticket price, more tourists will be attracted to visit and the stay time will be prolonged, which will help to lengthen the industry chain, enhance the added value of tourism and enhance the comprehensive attraction of scenic spots and surrounding areas.For tourists, a greater price reduction or free tickets in scenic spots will help to fully release the demand for tourism consumption. To put it bluntly, if the service is done well, tourists will spend less money on tickets and more money on other consumption areas. Transferring money from the left pocket to the right pocket can not only enhance the reputation of the scenic spot, but also increase the comprehensive income of tourism. Why not?

　　Of course, it is the most direct and easy to collect tickets by sitting, and it takes brains to keep the service, and sometimes it is not easy. Innovative ideas are not so good! But what needs to be seen is that the competition for tourists is a global competition, and sooner or later, scenic spots need to improve their quality through services.

　　The price has dropped, and the tourist experience cannot be lowered.

　　Of course, the price reduction of tickets is likely to lead to an increase in the number of tourists. In recent years, some scenic spots have frequently heard the news that the "Golden Week" is crowded into "golden porridge". For example, it takes three or four hours to queue up on the cableway up and down the mountain. In the crowded and chaotic situation, the satisfaction of tourists in the scenic spot will continue to decline. In order to avoid this kind of situation, how to improve the management and balance the passenger flow and satisfaction while reducing the ticket price is a big test for the operation ability of the scenic spot. However, only after the test of large passenger flow can we maintain good service quality, can we really retain the hearts of tourists in the competition. The purpose of price reduction is to improve the quality. Let the price reduction force China to upgrade its tourism and embark on the road of high-quality development.

　　Wen Yi CCTV Review Special Contributor Wang Yahong