Under the “new normal” of economic transformation, with the rise of countless “new middle classes” with high income, high education level and quality of life, China’s cultural tourism industry is booming, and a large number of excellent cultural tourism projects have been born.
In addition, the National Development and Reform Commission issued the “Guiding Opinions on Improving the Ticket Price Formation Mechanism for State-owned Scenic Spots and Reducing the Ticket Prices of Key State-owned Scenic Spots” in June last year, and the national scenic spots generally lowered ticket prices.
Under the background of the transformation of scenic spots, secondary consumption products are becoming more and more popular, and many scenic spots are making every effort to enter the secondary consumption market.
1 composition and proportion
Secondary consumption in scenic spots
Concept: Refers to the general term for all other consumption by tourists in the scenic spot except for the first ticket consumption necessary to enter the scenic spot.
Including: scenic spot transportation, scenic spot tickets, leisure and entertainment, tourism products, catering, accommodation and other types, tourists can choose to participate and consume independently.
Different types of elimination contain different sub-products
☑Scenic spot transportation category mainly includes battery cars, parking lots, cableways, small trains, cruise ships, etc.;
☑ Scenic spot tickets category secondary elimination refers to the fees that tourists pay again when visiting museums, former residences, temples, etc., in addition to the down payment tickets that must be paid to enter the scenic spot;
☑ Leisure and entertainment secondary elimination refers to recreational items, cultural experience, performing arts, sports activities, picking and other activities in the scenic area;
☑Tourist commodity secondary consumption refers to handicrafts, snacks, special products, special souvenirs and other products in the scenic area;
☑Food and beverage consumer shopping refers to consumption in restaurants, coffee shops, bars, teahouses, etc.;
☑Accommodation two-factor games refer to accommodation facilities such as star-rated hotels, homestays, wooden houses, and camps;
☑In addition, there will be tour guide services in the scenic spots.
When Chinese tourists visit domestic scenic spots:
78.60% of the people who consume food and drink consumer products;
70.80% of the people who consume consumer products in the shopping category account for 70.80%;
58.70% of the number of people who consume secondary consumption products in the scenic spot transportation category.
It can be seen that tourists are more willing to consume secondary consumer products such as catering, transportation, and tourism commodities in scenic spots. Therefore, scenic spots can appropriately introduce secondary consumer products such as catering, transportation, and tourism commodities.
2 Configuration of secondary elimination products in scenic spots
In order to create a secondary economy for scenic spots more accurately, it is not possible to blindly create secondary consumer products in catering, transportation, and tourism commodities. A reasonable increase in secondary consumer products depends on the type of scenic spot.
Natural mountain type scenic spot
Mountain-type scenic spots have a large tourist area and obvious changes in terrain elevation, which consume a lot of physical strength for tourists. Secondary consumption products such as traffic products and high-altitude experience projects in scenic spots can be appropriately increased.
Nowadays, more and more tourists prefer to take scenic transportation. Sightseeing cars, ground rail cable cars, etc., not only go directly to the core scenic spots, but also enjoy the natural beauty along the way.
Due to geographical constraints, some scenic spots must use cableways and other transfers to carry passengers to the core tourist area. Therefore, traffic in scenic spots is also called a ticket-like item, and it is a consumer product with a high participation rate of tourists in scenic spots.
Mountain-type scenic spots can not only create transportation-type secondary elimination products, but also create some high-altitude experience secondary elimination products.
The mountain-type scenic spot has a magnificent scenery, and the natural scenery on the way is breathtaking. It is characterized by the height difference landscape of the mountain, and creates a leisurely, interesting or thrilling high-altitude experience product, which has become the most popular secondary elimination product in the scenic spot in recent years.
The glass plank road combines the creativity of the glass structure with the scenic plank road, and thus derived a series of glass-type experience projects on the market, and attracted a large number of passenger flows to the scenic spot.
Thrilling high-altitude experience projects such as cliff swing, high-altitude flight, rock climbing, bungee jumping, and forest slides are also very popular.
Natural water conservancy scenic spots
The secondary consumption products that can be introduced in natural water conservancy scenic spots are mainly leisure and entertainment items that mainly enjoy water and play in water.
Natural water conservancy scenic spots include canyons, rivers, lakes, reservoirs, wetlands, etc. The introduction of kayaks, speedboats, cruise ships and other leisure and entertainment projects with water appreciation and water play as the main entertainment can fully allow tourists to experience the In the process of water fun, by experiencing the beauty of nature at close range, there is another way to relax and release stress.
In recent years, water extreme sports have also been welcomed and favored by the public, and they are highly ornamental and participatory.
Such as: water spaceship, water aircraft, water skiing, etc.
Natural Grassland Scenic Area
Grassland tourism is based on the vast space of the grassland, unique nomadic culture, differentiated grassland climate, good ecological environment, and close animal and plant resources, etc., to satisfy people’s different sightseeing, vacation, culture, entertainment, adventure, etc. Experiential tourism for tourism needs, therefore, some grassland-specific leisure and entertainment activities can be added, such as: archery, yurt-style accommodation, bonfire parties, etc.
Natural desert type scenic spot
The desert area has a special natural and cultural environment as the background, and strong regional and cultural differences constitute a great attraction for tourists who have gradually increased their demands for returning to nature and returning to the original ecology. Therefore, secondary elimination products in the form of ziplines, cableways, sightseeing cars, paragliders, etc. can be added, and after upgrading and transformation, experience items with desert-themed characteristics can be created.
Humanistic ancient city and ancient town scenic spots
The ancient city and town attract a large number of tourists with its unique cultural charm, historical atmosphere, and still preserved lifestyle and living environment.
Most cultural scenic spots use buildings and streets as the space to carry the ontology, so more consumer products can be introduced:
❶Small tickets for venues (city towers, palaces, former residences, temples, museums, etc.)
❷Special catering (restaurants, bars, coffee shops, tea bars, cold drink shops, etc.)
❸Tourist products (handicrafts, specialty products, clothing, etc.)
❹Cultural experience (traditional crafts, dressing up and taking pictures, etc.)
❺Theme accommodation (hotels, etc.)
❻Folk performing arts (opera, intangible cultural heritage, etc.)
❾ cruise ship
When introducing secondary consumption products, we should pay attention to the proportion of each secondary consumption format, and introduce secondary consumption products as appropriate according to the number of tourists.
Artificial theme park type scenic spot
Most theme parks adopt the one-ticket system, and amusement items are basically included in the ticket price. Therefore, the secondary consumption products mainly include catering, accommodation, and tourism commodities.
International brand parks rely on themed IPs to account for the highest proportion of shopping;
The core support of China’s theme parks and scenic spots is increasingly food and catering.
Some secondary consumer products can be applied to most scenic spots and bring a certain amount of revenue to the scenic spots.
Diverse forms of accommodation
Convenient, comfortable and characteristic accommodation environment and services are one of the types of secondary elimination in scenic spots. According to the different development conditions of scenic spots, some scenic spots can set up large-scale accommodation and beds in scenic spots, and tourists can carry out multi-day activities in scenic spots. Setting up accommodation products within a certain distance of the scenic spot is conducive to prolonging the tour time of tourists.
Themed performances highlighting regional culture
The form of “scenic spot + performing arts” is based on tourists as the main body, relying on scenic landscapes, ancient town customs or theme parks, combined with singing and dancing, circus, acrobatics, folk art and other art forms, presenting themed commercial performing arts activities.
Highlight regional culture, high spillover value, and great regional influence. Therefore, tourism performing arts has gradually become a standard package for scenic spots because of vividness, intuition, and strong expressiveness, and two modes of indoor theater and outdoor real scene can be selected for cultural and artistic creation and performance in combination with the actual situation of the scenic spot.
Different secondary consumer products can be selected for different types of scenic spots. Only by choosing the appropriate secondary consumer products according to their own characteristics can they obtain greater profits and create more value at the minimum cost.
In addition, according to the characteristics of the scenic spot, it is necessary to deeply explore the interests and hobbies of tourists, and develop more experiential projects with strong participation to increase the entertainment of tourism.
Source: Snail Scenic Area Management (woniu_365)
Original title: Secondary elimination dry goods | What kind of secondary elimination products are standard in different types of scenic spots
Arranging: Travel Thoughts and Horses