It is a general trend that the traditional scenic spots are transforming to the new direction of culture and tourism. How to get rid of the "ticket dependence" of traditional scenic spots? Where is the direction of the development of cultural tourism industry?
For a long time, listed companies in traditional scenic spots have been criticized for their single revenue structure due to their dependence on "ticket + scenic spot passenger transport" income. Under the implementation of the national scenic spot "price reduction order" in 2018, such scenic spots are particularly affected, highlighting the pressure of "ticket dependence" and the difficulty of breaking through secondary consumption.
It is understood that the reduction of ticket prices in state-owned scenic spots will bring two changes directly. One is that many scenic spots will encounter impact on ticket revenue and face the challenge of reducing business income and net profit. On the other hand, after the reduction of ticket prices in scenic spots, it is expected to increase tourists'volume and increase their income, which will offset each other and achieve a new balance.
It is hoped that the scenic spots which break away from the "ticket economy" and develop high-quality leisure and vacation formats will benefit from the transformation of scenic spots. "Walking down the mountain, going out", opening up the "second main battlefield", increasing the volume and integrating resources are becoming the best choice for the transformation of mountain scenic spots.
Therefore, with the promulgation of the policy of "reducing ticket prices in key state-owned scenic spots" in 2018, "de-ticketing" or "low-ticket" is the general trend, and the market has anticipated price reduction for most domestic listed tourism companies based on natural resources. At present, the industrial environment of traditional tourism enterprises has changed, which requires companies to actively explore and innovate from the development model of relying on natural resources and ticket economy.
On the other hand, we find that since last year, all kinds of capital have made great strides towards the cultural tourism investment market.
Dai Bin, president of China Tourism Research Institute, believes that tourists'demand for tourism has been upgraded from simply viewing natural scenery to pursuing the perfection of business environment and high-quality lifestyle. Nowadays, more and more young people are pursuing to integrate into the local life style, so the country put forward the concept of life above urban leisure and landscape, hoping to create a better quality of life shared by the host and the guest.
The difference of tourism concept has also stimulated the birth of cultural tourism projects which are different from traditional tourism forms. From a national perspective, the upgrading of residents'consumption has further brought about the vigorous development of cultural tourism industry. According to the relevant data, the scale of consumption demand in the cultural tourism industry increased from 14,000 yuan in 2013 to 1.7 trillion yuan in 2018, with an annual compound growth rate of 17.14%. However, because of its own attributes, the culture and tourism industry also encounters some problems on the road of financing. From the perspective of investment cycle, the investment of Wenlu sector is at least five years, and even some projects need 7-10 years to complete the break-even. It is difficult for the capital to wait for such a long time.
It can be predicted that in the next 10-20 years, if the cultural tourism industry wants to continue to develop, it must "find money and use it well". The investment of cultural tourism industry will also have the process of survival of the fittest. Cultural tourism projects require a high degree of professionalism, capital cost, talent and project location. Capitalists should also tend to be rational. When entering this industry, we should do a good job of in-depth investigation and layout of the project landing, so as to avoid the break of the capital chain. There are many rotten tails now.
A report from AECOM points out that the number of visitors to parks with obvious themes will be significantly larger than that of playgrounds/equipment parks. Among the large theme parks with more than one million visitors, the proportion of parks with obvious themes is higher. Pan-entertainment IP will be the strongest new driving force to promote the rapid development of theme parks.
However, some scenic spots lack long-term planning and need specialization. Each should do his own thing. Officials focus on the operation of scenic spots, leaving the rest to the market. Of course, at present, the market is also changing, the cultural tourism market has changed from group business to destination tourism; department stores have evolved into a cultural tourism business leisure complex; and Cultural Tourism Performing Arts are moving towards immersion, experience and scene. Pain point is not a bad thing, in fact, the market has changed. When the market changes, as long as there are suitable products, scenic spots, government, IP providers and online marketers can create a real closed-loop cultural tourism.
Regardless of IP incubation and operation, the real experience and seamless connection is actually around the users to reach, which is very three-dimensional, including vision and experience. The mentality can not be impetuous, or to be a platform, even if it is a very small organization to do all kinds of samples in the same category; or like Disney, it takes three, five, ten years to start hatching bit by bit, and finally to make a great thing. When building IP, we must be self-centered and consumer-centered.
To sum up, many traditional scenic spots are full of confusion. The culture and tourism industry is also chaotic from now on. But there are good reasons to believe that with the active promotion of policy, capital, operation and transformation, the future road of the cultural tourism industry will become clearer and clearer. Tourism will truly become a way of life, and this huge cake will be left to more intelligent and serious people.