"If we still want to use price alliances, and even market control, to continue to maintain the traditional business model of "a huge crowd of people eating dividends and encircling mountains and rivers to collect tickets", even if we are not eliminated by the market, we will be abandoned by the times." On October 21st, Dai Bin, Dean of China Tourism Research Institute, pointed out at the "2020 China Future Scenic Spots Conference and the Yangtze River Delta Tourism High-quality Development Jintan Maoshan Forum" that after this epidemic, the tourism industry cannot go back to the past. The epidemic has changed the tourism industry forever, so how should the scenic spots adapt to the new changes in the future? Dai Bin believes that the people need to open and share inclusive scenic spots as well as innovative scenic spots with compatible interests. In the future, scenic spots should meet new demands with new kinetic energy. The technological content of scenic spots is reflected in new service items and equipment that supports the operation of scenic spots. Facilities.

A scenic spot that ordinary people can "afford to play"

On the same day, the China Tourism Academy released the "Report on the Development of Scenic Spots in China (2020)". The report systematically analyzed the development status and trends of the scenic spots since 2020, investment conditions, prosperity index, consumption demand and service quality of the scenic spots, and scenic spots related policies Influence, and put forward corresponding development suggestions on this basis. The report pointed out that in the past year, the proportion of tourist attractions in scenic spots has increased for the first time, cultural scenic spots have continued to heat up, and night tourism has grown rapidly. In the future, the blue ocean of scenic spots will be oriented towards tourists and daily life. Small and beautiful will become the future of scenic tourism. Trends in product development. The investment in scenic spots further highlights the cultural characteristics, and investment in scenic spots enterprises with mature IP is particularly important. At the beginning of the year, entrepreneurs in the scenic spot had a high confidence in the scenic industry, and then experienced a trough and returned to stability. It should be noted that the travel radius of tourists presents a situation in which individual travelers travel farther and farther, and teams travel closer and closer, and there is a significant increase in family tourist attractions. Related policies and laws and regulations of scenic spots further clarify that high-quality development of scenic spots is the general trend, and it is imperative to reduce the ticket prices of state-owned scenic spots.

Dai Bin believes that a good scenic spot must be about seeing things and people and seeing the future, not just marveling at nature's masterpieces and passing prosperous memories. More and more scenic spots are beginning to accept the concepts of cultural creativity and IP, and they are not shy about turning themselves into a place for online celebrities. Chongqing Hongyadong, Chengdu Giant Panda Breeding Base, Guangzhou Tower ("Xiaomanyao"), Hangzhou Liangzhu Gangnan Village, more and more contemporary life scenes have become a beautiful new world shared by the host and guest, and become the promotion destination "online" An important factor in the “Tourism Asset Index (TPI)”.

But Dai Bin believes that the scenic spot can be an Internet celebrity, but the Internet celebrity is by no means all of the scenic area, let alone glass trestle bridges and "sky mirrors" everywhere. Wenchuang can't turn over and over and over again the mobile phone cases, key chains, bookmarks, tea cups, T-shirts, etc. It must have phenomenal products and large-space projects. International scenic spots such as the Lego Discovery Center, Madame Tussauds, Guggenheim Museum, and Teddy Bear Museum are not self-positioned as A-level scenic spots, but they also divert tourists' time and expenditure budget. "There is no boundary that cannot be broken, and there is no model that cannot be changed." Dai Bin said.

"The people need open and shared inclusive scenic spots, and they also need innovative scenic spots with compatible interests." Dai Bin said, whether willing or unwilling, scenic spots relying on traditional natural resources and historical and cultural resources will face a decline in tickets or even "zero tickets". trend. At present, the management of tourist attractions is mainly based on classification rather than classification. For market-oriented theme parks such as Disney and Happy Valley and more indoor parks, tickets should not and will not be used regardless of whether there is a level or not. It is the focus of government price control. However, for tourist attractions developed by using public resources such as mountains, waters, forests, grasses, cultural heritage, and other public resources, continuing to promote the decline of their ticket prices is a policy choice to "make it affordable for the common people" and a strategic requirement for the high-quality development of the tourism industry.

In fact, after the resumption of cross-provincial tourism under the normalization of the epidemic situation, various regions have successively introduced preferential policies for scenic reduction and exemption. On July 1, the 2020 version of the "Hainan Tourism Annual Pass" was released in Haikou. The annual ticket price is 198 yuan/piece. Local residents with registered permanent residence in Hainan Province can purchase it online. They can only be used by themselves, and use the methods of "direct swiping face" and "annual ticket QR code + face recognition" to verify admission.

Dai Bin believes that whether it is an active development transformation or in line with the government's destination promotion strategy, ticket reduction or exemption is a price that must be borne by scenic spots, not "unreasonable low prices" or "vicious price competition." Some people are worried that tourist attractions may be "want and not prosperous". He feels that it is unnecessary. We must believe in the innovative ability of entrepreneurs. In the future, scenic spots will be constructed through secondary consumption, derivative product development, and "scenic area +" ecosystem construction. Ways to expand a broader market space. "If we still want to use price alliances, and even market control, to continue to maintain the traditional business model of "a huge crowd of people eating dividends and encircling mountains and rivers to collect tickets", even if we are not eliminated by the market, we will be abandoned by the times." Dai Bin pointedly pointed out that after this epidemic, it is impossible for the tourism industry to go back in time. "This judgment is for travel agencies, hotels, and tourist attractions."

Dai Bin believes that the people need digital scenic spots that face the future, as well as green scenic spots with sustainable development. Strengthening the application of science and technology is a key measure to transform kinetic energy and promote the high-quality development of the tourism industry.

Rely on the "laboratory economy" support

On July 13, the National Bureau of Statistics announced: In 2019, the new economic development momentum index with new industries, new business formats and new business models as the main content was 332.0, an increase of 23.4% over the previous year, maintaining a continued upward trend. Among them, the network economy index is as high as 856.5, an increase of 42.0% over the previous year, and the contribution rate to the growth of the new momentum index of economic development is 80.5%. Therefore, whether it is the “strategic pillar industries of the national economy and modern service industries that are more satisfactory to the people” as determined by the National Development Document No. 41 in 2009, or the “promotion of high-quality tourism development” required by the Central Economic Work Conference in 2019, both It is required that tourist attractions can no longer eat the legacy left to us by God and our ancestors, but must adapt to new needs, cultivate new kinetic energy, and promote new development.

This requires from the perspective of tourism and entertainment needs, rather than simply restricting scenic spots to open or indoor spaces from the supply side. Compared with the impact and influence of OTA (online travel agents) on travel agencies and budget hotels on tourist hotels, in the past two decades, scenic spots have missed market innovation opportunities driven by capital, technology and entrepreneurs in the mass tourism era. Although there have also been successful projects such as Wuzhen, Gubei Water Town, Lingshan Giant Buddha, Changlong Wildlife Park, Changzhou Dinosaur Park, Songcheng Eternal Love, Qingming Shanghe Park, as well as OCT Happy Valley, Huaqiang Fangte, Haichang Ocean Theme Park Such well-known brands, but in general, the tourist attractions, theme parks and amusement park industries still have not shaken off traditional thinking and development models.

"Future scenic spots should meet new demands with new kinetic energy." Dai Bin believes that in the process of scenic investment, product development and strategic evolution, it is necessary to use big data, edge algorithms, artificial intelligence, machine translation, 5G, Beidou navigation and other contemporary Technology. The scientific and technological content of the scenic spot is reflected in the new service items, as well as the equipment and facilities that support the operation of the scenic spot. In fact, 5G, big data, edge computing, contactless services, augmented reality, e-sports, Mars camp and other high-tech technologies have been widely used in all aspects of economic and social life, including tourism and leisure scenes, Disney, Universal Studios, Ferrari World, In Merlin, more and more high-tech projects have entered the ranks of first-line scenic spots. In the era of mass tourism where resources determine competitiveness, competitive advantages can be obtained through market opening and institutional innovation. In the era of well-off tourism where technology determines the track, if there is no support of laboratory economy, and the future of "technology + cultural creation" cannot be seen, the scenic spot is likely to become an ancient dinosaur.

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