【发展之道】 景区门票改革是对 沉浸式旅游的积极回应

Core Insights - The transformation of ticket policies in China's cultural tourism industry reflects a shift from a "sightseeing era" to an "immersive era," allowing for longer visitation periods and deeper emotional connections with the scenery [1][2][3] - The introduction of multi-day and lifetime tickets, such as the "seven-day pass" at Lushan and "lifetime free entry" at Zhouzhuang, indicates a move towards enhancing visitor experience and increasing overall spending [1][2] - The concept of "chain economy" emerges as visitors are encouraged to stay longer, leading to increased consumption in local businesses and cultural activities [2] Ticket Policy Changes - The shift from "same-day only" tickets to options like "seven-day" and "three-day" passes allows tourists to engage more deeply with attractions, resulting in longer average stay times and increased spending [1] - Zhouzhuang's "lifetime free entry" policy has transformed visitors from transient guests to regular patrons, fostering a sense of belonging and emotional investment [2] Economic Impact - The new ticketing strategies have led to a significant increase in visitor spending, with Zhouzhuang seeing average stay times increase from 4 hours to 10 hours, and a 20% rise in food and accommodation consumption [1][2] - Cultural activities and immersive experiences are becoming key drivers of revenue, as seen in Lushan's integration of various cultural events and Zhouzhuang's successful night tourism projects [2] Cultural Shift - The changes in ticketing and visitor engagement reflect a broader cultural narrative, moving from mere "scenery selling" to "shared living," emphasizing the importance of emotional connections and cultural storytelling [3]