Activating the Cultural and Tourism Market with Free Tickets in Scenic Spots: A Survey from Sanya City, Hainan Province
2024-05-30
Nowadays, it is the traditional peak season for tourism, and more and more scenic spots are adopting a "free mode", opening their doors to welcome tourists. What should the scenic area do after waiving admission fees? What do scenic spots rely on to make money without relying on tickets? Can the tourist experience be guaranteed? After waiving admission fees, well-known scenic spots in Sanya City, Hainan Province have actively transformed and explored new paths for the development of the tourism industry, achieving full benefits and reputation. In order to create high-level international tourist destinations and accelerate the construction of the core area of the international tourism consumption center, Sanya City in Hainan Province actively promotes the transformation and upgrading of the tourism economy, and activates the tourism market. Since July 1, 2022, three state-owned scenic spots in Sanya, namely Luhuitou Scenic Area, Xiaoxiaodongtian Tourist Area, and Tianya Haijiao Tourist Area, have been opened to the public for free, achieving the goal of returning scenery to the people and benefiting them. The happiness index and tourism visibility of beautiful Sanya have been continuously improving. After the free opening of the scenic area, how has the overall reception service level of the scenic area changed? How can scenic spots with less ticket revenue ensure daily operation and tourist experience? Recently, reporters visited scenic spots that have undergone market tests in the past two years to take a look at the new changes brought about by the "free mode". On May 16th, in the Sanya Xiaodongtian Tourist Area, tourists flocked in a continuous stream. Fashionable check-in points such as water auditoriums, boundless swimming pools, glass houses, sky ladders, lighthouses, and Love Bird's Nest were crowded with tourists. The most popular one among them is Nanhai Fumen, where tourists taking photos and checking in line up on their own. Sanya Xiaodongtian is the southernmost Taoist cultural tourist destination in China, with unique and beautiful sea, mountain, stone, and cave views. It is known as the "Number One Scenic Spot of Qiongya for Eight Hundred Years". Since the free opening of the scenic area, the annual reception of tourists has rapidly increased, making it a must visit destination for tourists coming to Sanya. On the seaside with caves of various sizes, rows of coconut trees stand tall and towering. Tourists in groups of three or two stroll in the sea breeze, listening to the waves crashing on the rocks and admiring the magnificent boulders. It's really enjoyable. By the beach and on the rocks, tourists taking photos and playing are everywhere, and many young people from all over the country come to take wedding photos. Liao Bin is a veteran employee of the Dongtian Tourist Area, specializing in coconut sales for over 10 years. When it comes to the changes in scenic spots, he has a deep feeling. "In the past, there were few types of products in scenic spots. After the scenic spots were opened for free, not only did there increase the number of tourists, but also various types of shops, which can meet different consumer needs.". Sanya is a globally renowned coastal tourist resort that receives a large number of domestic and foreign tourists every year. As a tourist city, Sanya's scenic spots have attracted countless tourists, and the development of tourism economy has also attracted much attention. Guarding a golden rice bowl is not afraid of not having enough food to eat. The ticket revenue of scenic spots can be said to be an important source of income for a tourist city. Sanya City, however, has "smashed" its own golden rice bowl and gradually opened three state-owned scenic spots, namely Luhuitou Scenic Area, Xiaodongtian Tourist Area, and Tianya Haijiao Tourist Area, for free; The Luhuitou Scenic Area is a 4A level scenic area, while the other two are 5A level scenic areas. The natural environment and cultural heritage of the scenic area are unique. The free opening of these three "star" scenic spots is surprising. Regarding this, Xie Xiangxiang, Associate Professor of the School of International Tourism and Public Management at Hainan University, believes that Sanya, as a leading player and vanguard of Hainan Free Trade Port and Hainan International Tourism Consumption Center, has taken the lead in introducing a free admission mechanism represented by 5A level tourist attractions. This is to meet the people's aspirations for a better life and tourism vacation through practical actions, effectively promoting the construction of Sanya International Tourism Resort. "The free opening of Luhuitou Scenic Area is a vivid portrayal of the concept of 'returning scenery to the people' and 'returning green to the people'. It is also a sincere gift from Sanya to all citizens and tourists. It not only helps to break the inherent boundaries of urban functional zoning, but also makes the scenic area a green ecological space shared by the people." At the 2022 Sanya Luhuitou Scenic Area Free Opening Theme Press Conference, relevant officials from the Sanya Municipal Government stated that Sanya will further expand tourism consumption space, build new forms of tourism consumption, promote the transformation and upgrading of the tourism industry, form a highly open new situation in the tourism consumption field, and assist in the construction of the core area of the international tourism consumption center. In the view of Wu Xiaolin, Secretary of the Party Committee of Sanya Tourism Development Bureau, the free opening of scenic spots is affordable for tourists and happiness for citizens. Deepening the concept of sharing urban tourism between hosts and guests demonstrates Sanya's determination to build an international tourist destination. At the Tianya Haijiao Tourist Service Center, tourists can enter the scenic area for free by registering and making an appointment with their ID card. Entering the scenic area, everywhere is full of the beauty of southern customs. "I didn't expect such good scenic spots to be open for free, which made us feel the sincerity of Hainan and Sanya towards tourists." Speaking of the travel experience, tourist Jiang Yun praised it incessantly. "It was delicious to play here, and the services and facilities of the free scenic spots are very good. I will recommend it to my family and friends when I go back. Sanya is worth visiting.". After the three state-owned scenic spots in Sanya were exempted from ticket sales, the number of tourists entering the park and the consumption income within the scenic spots showed a significant increase to varying degrees. According to relevant statistical data, compared with 2019, the number of visitors to the scenic spots of Xiaodongtian increased by 207.62% and the consumption income within the scenic spots increased by 90.05% in 2023 after ticket exemption; After the free admission of Luhuitou Scenic Area, the number of visitors to the park increased by 139.48% in 2023, and the consumption income within the scenic area increased by 217.03%; The Tianya Haijiao Scenic Area started ticket free on June 1, 2023. After the exemption, the annual tourist volume increased by 11.38% compared to the same period in 2019, and the consumption income of the scenic area increased by 159.13% compared to 2019. In 2024, the three state-owned scenic spots of Sanya Tourism and Culture Group continued their strong growth after free admission. Taking the Spring Festival Golden Week as an example, the number of visitors to the three state-owned scenic spots increased by 72.88% compared to 2019, and the consumption income within the scenic spots increased by 166.77% compared to 2019. Beauty and harmony, sharing between hosts and guests. The brand influence of the three state-owned scenic spots is very high in Hainan and even throughout the country, and the more beautiful things are, the more we need to share them with everyone As a witness to the free opening of scenic spots, Mei Kaizhi, Deputy Secretary of the Party Committee and General Manager of Sanya Tourism and Culture Investment Group Co., Ltd., said, "Since its establishment in 2019, Sanya Tourism and Culture Group has made the transformation and upgrading of state-owned scenic spots an important task. As a modern tourism and culture investment and operation platform, it cannot be limited to the main business of traditional scenic spots, but should expand and extend the operation of scenic spots from the overall business layout of the group, including marine economy, tourism consumption, cultural and entertainment sectors, to truly achieve transformation and upgrading, and improve quality and efficiency." For scenic spots, ticket revenue has always been the main source of income and the key to ensuring the normal operation and construction of scenic spots. Now, three state-owned scenic spots in Sanya have given up basic ticket revenue, having to support numerous employees while also bearing the daily operation and maintenance of the scenic spots. The financial pressure can be imagined. The Luhuitou Scenic Area, which was the first to waive tickets, has found a successful password in nearly two years of operation practice. The Luhuitou Scenic Area has a beautiful love story of the Li ethnic group in Hainan, and its proximity to the urban area gives it an advantage in attracting passenger flow, which also helps to promote the successful transformation and upgrading of the scenic area. Wei Yun'e has been working in the Luhuitou Scenic Area for 30 years and has been engaged in ticket sales. She said she never dreamed that one day the scenic area would be able to come and play without tickets. "At first, we didn't understand and were worried that we would lose our jobs if we didn't collect tickets." This is also a concern for most employees of the three state-owned scenic spots. But what Wei Yun'e didn't expect was that after the free ticket reform, not only did her income increase, but her welfare also improved, and her motivation became even stronger. "Now after work, I can still stay in the scenic area to promote sightseeing cars, and when the business is good, my monthly income is three or four times that of before." Speaking of the free ticket reform at Luhuitou Scenic Area, Liu Yong, Deputy General Manager of Sanya Tourism and Culture Group and Chairman of Luhuitou Scenic Area, vividly remembers it. "Free admission to scenic spots is indeed a big and courageous thing. Luhuitou Scenic Area took the lead in opening up scenic spots for free, and our goal is to firmly ensure the improvement, efficiency, and high-quality development of the scenic spots, so that service standards are higher and employee benefits are better." "After the scenic spots are opened for free, we insist on international investment promotion and boutique construction." Li Huhu, Deputy Brand Manager of the Operation Department of Sanya Tourism and Culture Group, said, "When the scenic spots originally collected tickets, the consumption scenarios were relatively single, and tourists had limited choices in consumption scenarios besides experiencing the natural environment.". After the free opening, both the group and scenic spots are vigorously attracting investment, promoting the implementation of the first launch, first store, and first show economy in the scenic spots. Some popular brands among consumers have entered, such as Heytea, Honey Snow Ice City, Bawang Tea Ji, Luckin Coffee and other trendy brands. As long as they are merchants that can improve tourists' consumption experience, the group and scenic spots welcome them When it comes to the importance of attracting investment in scenic spots, Liu Yong believes that the consumption formats in most scenic spots are relatively single. For example, the shops in Luhuitou Scenic Area used to have severe product homogenization, making it difficult to provide diversified consumption services for tourists. Through investment promotion, brands have become more diverse, and scenic spots have become fashionable consumption places, bringing new economic growth points. After the free admission of Luhuitou Scenic Area, the increase in tourist consumption has enhanced the confidence of scenic area operation and management, especially with more and more attention paid to details. On the afternoon of April 26th, it was discovered by reporters at the Luhuitou Scenic Area that Xu Shili, the deputy general manager of the scenic area, and two workers were building a flower pond in front of the "Beauty as Visible" coffee shop. The design of the flower pond, from its length, width, and height to its exterior facade, had been discussed and confirmed one by one. Originally, the road in front of the shop was a slope, making it difficult for tourists to stay here. After discovering it, the scenic area took the initiative to renovate it, turning the slope into a flat slope and adding flower beds for beautification. This way, the shop's windows that had been closed for many years could be opened to welcome visitors. With the diversification of business operations and upgrading of store decoration design in scenic areas, there are more display windows in the scenic area. In the Tianya Haijiao Tourist Area, the Ba Wang Tea Ji Shop at the entrance of the scenic area has become a good place for tourists to cool off and rest. Numerous tourists stopped here, sipping a cup of herbal tea, listening to music, and admiring the sea outside the window. In the tourism area of Xiaodongtian, the characteristic post office has attracted many tourists to stamp their seals as souvenirs, and postal products rich in Sanya tourism characteristics have become a hot choice for sales. Pei Qing, Deputy Manager of the Marketing Department of the scenic area, said, "The scenic area actively expands consumption channels and combines online and offline promotion and marketing. Nowadays, Xiaodongtian is not only a scenic area, but also a tourism complex, with not only accommodation, entertainment, but also cultural consumption.". On the evening of May 1st, at the Luhuitou Scenic Area, with a "start" command, about 500 running enthusiasts rushed out of the starting line and embarked on a thrilling night running journey. This is a night run event planned by Luhuitou Scenic Area, allowing everyone to enjoy the city's night scenery while experiencing the joy of exercise and enjoying a healthy lifestyle. "Starting from May, a night run event will be held on the 1st of each month to allow citizens and tourists to unlock new experiences in the natural and cultural landscapes of the scenic area." Liu Yong said that in addition to the monthly night running event, starting from May 1st, the scenic area will also perform various forms of performances every day, including dance performances, band performances, magic performances, interactive games, etc., to gather the popularity of the scenic area and make people's lives more enjoyable. Since the free opening of Luhuitou Scenic Area, it has closely followed consumer demand, continuously innovated, created new consumption scenarios, optimized product supply structure, and continuously promoted the integrated development of "tourism+culture", "tourism+sports", and "tourism+entertainment". This year, it has held more than 10 events in total. In the first quarter of 2024, the scenic area will receive visitors
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