高中毕业生旅游预订热度同比激增137% “准考证经济”带动文旅消费热

Core Insights - The "Exam Admission Ticket Economy" is driving a surge in tourism consumption among high school graduates in China, with a 137% year-on-year increase in travel bookings during the gap between exam completion and college application [1][2] - Various tourist attractions are offering significant discounts or free entry to graduates, aiming to attract a price-sensitive demographic and enhance brand visibility through social sharing [1][4] Group 1: Industry Trends - Tourist attractions are shifting from a "ticket economy" to an "experience economy," focusing on immersive and interactive experiences to boost secondary consumption and brand loyalty [4] - The consumer base is becoming younger and more individualized, with post-2005 youth showing a preference for unique travel experiences such as educational tours and cultural explorations [4] - The potential of lower-tier tourism markets is becoming evident, with increased traffic to county-level and third- and fourth-tier attractions [4] Group 2: Company Strategies - Companies like Guangzhou Zhengjia Cultural Tourism Group are implementing ticket discounts to increase visitor numbers, even if it temporarily reduces per capita revenue, with the aim of long-term brand building [1][4] - The Anhui Huizhou Tourism Group is diversifying its offerings by introducing educational courses and intangible cultural heritage experiences to capitalize on secondary spending [1][4] - Companies are encouraged to develop a comprehensive "experience-product-service" system that aligns with young people's interests, utilizing technologies like AI and VR to create engaging products [4]